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Digital Strategy
Guide for 2014
Part 3 – Content Marketing
Content Marketing to
• Increase brand awareness
• Educate customers
• Drive traffic to your website
• Help to convert traf...
Develop Buyer Personas
• Demographics of persona
• What is their job / role?
• What are their needs?
• What problems can y...
Create Goals
• X amount of time spent on a page
• Enquiry form submitted
• Video plays
• Referral traffic from page
Current Performance
• What content is currently aiding conversions
• If there is content that is causing a high bounce rat...
Keyword Research
• Research keywords to help content be found
• Use keywords that personas will be searching for
• Develop...
Review Competitors
• Resource areas
• News
• Blogs
• Multimedia – slides, video content and Images
Brainstorm Ideas
• Text
• Video
• Photography
• Infographics
• Technical reports
Create a Schedule
• Assign authors
• Create a 3-6 month plan
• Give deadlines for content
Add SEO
• Keywords in the body of the text
• SEO titles use relevant keywords
• Meta description written to attract viewers
Content Promotion
• Social media
• Email marketing
• Advertising – Adwords, Facebook, LinkedIn, Twitter
Reporting
• Report on your main KPIs
• Review traffic generated
• Analyse conversions and assisted conversions
Inspiration.ie
T: +353 (1) 230 3184 E: ask@inspiration.ie
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Digital Strategy Guide 2014: Part 3 Content Marketing

In part 3 of our Digital Strategy Guide we give you the information required to start your own Content Marketing Strategy. Begin your journey today!

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Digital Strategy Guide 2014: Part 3 Content Marketing

  1. 1. Digital Strategy Guide for 2014 Part 3 – Content Marketing
  2. 2. Content Marketing to • Increase brand awareness • Educate customers • Drive traffic to your website • Help to convert traffic into sales
  3. 3. Develop Buyer Personas • Demographics of persona • What is their job / role? • What are their needs? • What problems can you solve for them?
  4. 4. Create Goals • X amount of time spent on a page • Enquiry form submitted • Video plays • Referral traffic from page
  5. 5. Current Performance • What content is currently aiding conversions • If there is content that is causing a high bounce rate • The level of engagement with content topics • What content is getting shared on social media
  6. 6. Keyword Research • Research keywords to help content be found • Use keywords that personas will be searching for • Develop a list to be used in text and Meta Data
  7. 7. Review Competitors • Resource areas • News • Blogs • Multimedia – slides, video content and Images
  8. 8. Brainstorm Ideas • Text • Video • Photography • Infographics • Technical reports
  9. 9. Create a Schedule • Assign authors • Create a 3-6 month plan • Give deadlines for content
  10. 10. Add SEO • Keywords in the body of the text • SEO titles use relevant keywords • Meta description written to attract viewers
  11. 11. Content Promotion • Social media • Email marketing • Advertising – Adwords, Facebook, LinkedIn, Twitter
  12. 12. Reporting • Report on your main KPIs • Review traffic generated • Analyse conversions and assisted conversions
  13. 13. Inspiration.ie T: +353 (1) 230 3184 E: ask@inspiration.ie

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