Content marketing is not just a passing trend, it is here to stay. Even those convinced of its utility might object that it is not right for them because they see it as expensive. While this perception is not un-founded (Coke and Redbull, two content marketing luminaries, have budgets in the millions), money is not a prerequisite for a quality content marketing strategy. Learn how to be agile with your content marketing to succeed at any size.

1. TACKLING
CONTENT
MARKETING
ON A BUDGET
Based on an article that originally appeared on my site.

2. DEVELOPING A
CONTENT STRATEGY

3. 1. PERFORM A
CONTENT AUDIT

4. 80%
5 POSTS OR LESS*
Of company blogs have
According to a study by IBM

5. ???YOU’VE FORGOTTEN
ABOUT???
Does your company have a blog
According to a study by IBM

6. DOOMED TO REPEAT IT.
Those who are unaware of history are
–GEORGE SANTAYANA
“

7. 2. CREATE A
CONTENT DIVISION

8. Content creation should be it’s own
SEPARATE BUSINESS

9. Chief Editor
CMO
Internal
Stakeholders
Creative Team Social Team
CONTENT DIVISION

10. 3. SET STRATEGIC
GOALS

11. CONTENT DOES NOT LEAD
DIRECTLY TO SALES….

12. …SO YOU NEED TO GET
CREATIVE WITH THE
GOALS YOU SET

13. Often the most neglected aspect of content marketing is what
happens after the prospect finds and consumes your content.
In other words, how do you
convert her into a lead or sale?
–Heidi Cohen
CMO Actionable Marketing Guide“

14. SET KPI’s TO
MEASURE
SUCCESS
THROUGHOUT
THE FUNNEL

15. 4. MAKE A PLAN

16. 56%
DOCUMENTED PLAN*
Of marketers don’t have a
According to a study by Kapost

17. IF YOU DON’T HAVE
A PLAN, IT WON’T
GET DONE

18. MAP OUT A
CLEAR
EDITORIAL
CALENDAR AND
STICK WITH IT!

19. THEN CREATE A
TIMELINE FOR
MEASURING PROGRESS

20. First 3 Months
Build Out
Strategy + Team
and the First
Month’s Content
First 6 Months
Persistently
Measure KPIs and
Evaluate and
Tweak Strategy.
After 12 Months
Should Have
Tangible Success
and Understanding
of What Works and
What Doesn’t
CONTENT TIMELINE

21. CREATE HELPFUL
CONTENT

22. 1. HIRE A CHIEF OF
CONTENT

23. Chief Editor
Internal
Stakeholders
Creative Team Social Team
CMO
Most Important Role
on the Content Team

24. BECAUSE THEY’RE THE LIASON
BETWEEN THE CONTENT
DIVISON AND THE CMO
WHY SO IMPORTANT?

25. 2. LEVERAGE
EMPLOYEE EXPERTISE

26. POTENTIAL CONTENT
CREATORS
ALL OF YOUR
COMPANY’S EMPLOYEES ARE

27. A GREAT EDITOR CAN
WORK WITH EMPLOYEES TO
EXTRACT VALUABLE CORE
INSIGHTS FROM ACROSS
YOUR ORGANIZATION

28. 3. REPURPOSE
LONGFORM CONTENT

29. ONCE YOU HAVE A CORE
INSIGHT, YOU CAN USE IT
TO CREATE MANY PIECES
OF CONTENT

30. CONTENT REPURPOSING
Core
Insight
Longform Content
Blog Post
Email

31. DISTRIBUTE ACROSS
CHANNELS

32. 1. SET UP A
DISTRIBUTION PLAN

33. DISTRIBUTION
IS THE KEY TO SCALING YOUR
CONTENT MARKETING*
*Especially in the early phases.

34. SOCIAL MEDIA
IS TAILOR-MADE FOR
DISTRIBUTING CONTENT

35. CHOOSE 2-3
CHANNELS
THEN COMMIT TO
MAKING THEM GREAT

36. CHOOSE 2-3
CHANNELS
THEN COMMIT TO
MAKING THEM GREAT
FOR HELP CHOOSING CHANNELS
CHECK OUT THIS SLIDESHARE

37. 2. DON’T BE OVERLY
PROMOTIONAL

38. SHOUTING YOUR BRAND MESSAGE
DOESN’T WORK!

39. The only story that truly matters is the story
that your delighted customers tell about
your company – not the one you tell your
customer.
–Bryan Eisenberg,
Cofounder & CMO of IdealSpot, and best-selling author of
Buyer Legends: The Executive Storytellers Guide

40. TO AVOID BEING OVER-PROMOTIONAL
FOLLOW NPR’S EXAMPLE

41. NPR PUTS OUT QUALITY CONTENT
EVERY DAY
THEREBY EARNING THE RIGHT TO RUN THEIR
PLEDGE DRIVE ONCE OR TWICE A YEAR

42. EARN THE RIGHT
YOU’VE GOT TO
TO PROMOTE
–GUY KAWASAKI

43. IN CONCLUSION…

44. BE STRATEGIC
BE CONSISTENT
BE GENEROUS

45. Follow Subscribe Connect
THANKS FOR READING!
KEEP IN TOUCH!