Content marketing ITI

Content Marketing
By : Lamiaa Ahmed Sayed

What Is The Content Marketing?
Strategic marketing and business process focused on creating and
distributing valuable, relevant, and consistent content to attract and
retain a clearly defined audience, and ultimately, to drive profitable
customer action.

When done correctly,
this helps create
with your audience,
which leads to trust.

customer action.
Content is the message your
content marketing strategy delivers

customer action.
Without Content, You’d Have
Nothing To Deliver

customer action.
Content marketing is really just the art of communicating
with your prospects without having to sell to them.

What Is The Inbound marketing ?
Inbound marketing is just one part of a larger movement in
the business world. That movement is inbound.
Inbound is a method of attracting, engaging, and delighting
people to grow a business that provides value and builds
trust.

http://blog.tag-ad.com/proof-inbound-wins-vs-outbound-marketing-infographic

Inbound Marketing Focus On:
Empowering potential
customers
Building a lasting
relationship with your
audience
Creating valuable
content that both
entertains and educates.

THE POWER OF
STORYTELLING
GENERATING
CONTENT IDEAS
PLANNING A LONG-
TERM CONTENT
STRATEGY
BUILDING A
CONTENT
CREATION
FRAMEWORK
BECOMING AN
EFFECTIVE WRITER
EXTENDING THE
VALUE OF CONTENT
THROUGH
REPURPOSING
HOW TO
EFFECTIVELY
PROMOTE
CONTENT
ANALYZING AND
MEASURING
CONTENT
DEVELOPING A
GROWTH
MARKETING
MENTALITY
How Do You Create An Effective Content
Marketing Process For Your Business?

Your Goal Is To Make A Human Connection. It’s
About Resonating With People, People That Need
Your Help Or Guidance

A story is not just your history. A story is why you’re doing what
you’re doing, and telling it in a way that appeals to your audience

Stories Are How Audiences
Remember

“People don’t buy what you do,
they buy WHY you do it.”
- Simon Sinek

When you talk about the
why and how, you’re
communicating with
feelings and dealing with
human behavior. And
remember, storytelling is
all about making that
connection.

Essential Elements Of Storytelling
Characters
ResolutionConflict

Semi- fictional representations of your ideal customer based on real
data and some educated speculation about customer demographic,
behaviors, patterns, motivations and goals .

Personas help answer the following questions:
• What type of content is most likely to generate a response from a
particular type of customer?
• How does your ideal customer prefer to engage in the sales process?
• What problems do customers need to solve, and how does your
business help them?

Why Using Personas Is Important?

The Connection Between Personas
And Inbound Marketing

Persona development helps you determine:
• Which format(s) will garner the best response
• Which media channels are likely to reach the most potential
customers
• The tone you should use when writing content or communicating
with customers
• The types of content that will attract the most new leads
• The calls to action that will generate the best response rate

https://www.smartbugmedia.com/inbound-marketing-personas

StorytellingPointsOfView
First Person
Second Person
Third Person

First Person
Second Person
Third Person
FIRST-PERSON POINT OF
VIEW
• The character is yourself.
• t’s more confessional.
• Builds authority.
• Use when there is a known
person, an author, behind the
content

First Person
Second Person
Third Person
SECOND-PERSON POINT OF
VIEW
• The character is your
audience.
• When using “you” language,
you need to really understand
your buyer personas.
• Tell the story in a way that
shows empathy.

First Person
Second Person
Third Person
THIRD-PERSON POINT OF
VIEW
• “He said” and “she said” type
of language.
• Case studies about your
customers are good
examples.
• Stories can be both fictional
or nonfictional.

• The conflict is the lesson in how the character transforms
through challenge.
• If your story lacks conflict, then you’re not telling a story
.
Your prospect’s problems.
Your prospect’s needs
Your prospect’s buyer’s journey stage.
The Conflict Should Fit:

Use content to create emotional appeal.
Be consistent and authentic
Keep the story clear and concise
Storytelling Best Practices

Emotion is what will give your story
power
“Tell the truth, but make it fascinating.”
- David Ogilvy
Everyone can benefit from cutting down
a lengthy story

Create a story and define the segment and the buyer persona
• Individual task
• Duration: 1 days

Your days are busy
Uncover ideas that you may not
have come up with on your own
You will run out of good ideas
Grow responsibly and keep up
with increased demand
Why it’s Important

Eventually content fatigue
will set in. You’ll find
yourself looking at the
word processor with
nothing to write

Idea creation isn’t just
about waiting for
inspiration to strike—
there’s a process

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
Gathering raw material

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
Read and consume content
from a wide variety of places

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
You’re looking for
relationships, connections,
and combinations.

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
Stop trying to bring those
ideas together and do
something else entirely

Ideation Process
Eureka
moment
Unconscious
processing
Digesting the
material
An idea will pop into your
head. It will come to you when
you are least expecting it.

To Generate Content Ideas
By yourself With a group

• What are your buyer personas’ reading habits?
• What are your competitors doing?
• What are people talking about on Quora?
• What can you learn from your search engine optimization efforts?
Keep in mind when generating content ideas on
your own

Use a tool like Buzzsumo to see which content has the best
social media performance
https://app.buzzsumo.com

Quora is a popular question-and-answer site.

Google search console provides actual
keywords people are typing in
Autocomplete
Related searches

Autocomplete is when
Google suggests a
query as you type it in
the search bar.

Related searches
appear at the
bottom of the
search results
page.

A brainstorm can be an incredibly productive way to generate
fresh and creative content ideas.

• Pick someone to moderate and set a clear agenda.
• Create an atmosphere where people feel comfortable.
• Leverage “braindumps.”
• Use sticky notes, whiteboards, and other visual aids.
• Remember that the main goal is to generate new, unexpected ideas.
Hosting A Brainstorm Best Practices

PLANNING A LONG-TERM CONTENT
STRATEGY

of highly effective
organizations have
someone steering the
direction of their
content strategy.

How Do You Build A Long-term Content
Plan?

Setting marketing
goals
Auditing or assessing
your organization’s
initiatives and assets
Identifying the
buyer’s journey for
your buyer personas.
Three Steps To Creating A Long-term
Content Plan

• Publishing date
• Content title
• Buyer’s journey stage
• Marketing funnel stage
• Format or type of content
• Which buyer persona it’s targeting
• Any additional notes that provide value or context
Organize Your Content Audit Based On These
Categories

Tie everything together with a series of blog posts
that could lead to a relevant content offer

You’re creating content
that’s meant to attract
and pull your buyer
personas through every
stage of the buyer’s
journey

Your Content Needs To
Be In Real-time

Your content needs to allow for multiple
contributors to access and collaborate

BUILDING A CONTENT CREATION
FRAMEWORK

Repeatable
Organized
Agile
It Should Be:

Repeatable
Organized
Agile
It Should Be:
Most content marketers
wear a lot of hats, leaving
them strapped for time

Repeatable
Organized
Agile
It Should Be:
Break those larger goals
into digestible chunks

Repeatable
Organized
Agile
It Should Be:
Business needs and context
likely change over time.

How To Build A Content Creation
Framework ???

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Start planning out a timeline, which shouldn’t be
more than three months out.

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Identify who is going to be doing what tasks.
Identify outside influencers will be
contributing
Have an intuitive breakdown of the work
Content Creation Workflow Should

Outline
completed
First draft
completed
Editing
completed
Design and
formatting
completed
Final draft
completed
Published
Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Content Creation Workflow Should

• Set clear expectations.
• Determine editing timeline.
• Use a document to track changes, and clearly identify roles in the
reviewal process.
• Allow for multiple rounds of edits
Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Reviewing And Editing Content Best
Practices

Conceptualiz
ing your
content
Planning
and setting
timelines
Creating a
workflow
Reviewing
content
Publishing
and
promotion
Organizingit
internally
Analyzing
the results
Your Promotion Strategy Should Always Be Changing
To Reflect Your Business Needs

Conceptuali
zing your
content
Planning
and setting
timelines
Creating a
workflow
Reviewing
content
Publishing
and
promotion
Organizing
it internally
Analyzing
the results

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
You need to measure the results to see what insights you can learn.

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Keep on top of industry and best
practices.

Conceptualizing
your content
Planning and
setting timelines
Creating a
workflow
Reviewing
content
Publishing and
promotion
Organizing it
internally
Analyzing the
results
Your content creation framework should always be evolving

Primary Types Of Responsibilities in content strategy
Writing Editing
Designing Coordinating

Planning and
internal
communication

Effective Writing Core Attributes
• Attention-grabbing headline
• Tone relevant to your readers
• Help the reader do something
• Add to the conversation
• Write for the way people search
• Solid structure
• One core idea
• Supports your brand messaging
• Has a relevant call-to-action
• Free of errors and poor grammar

of people will read your headline.
of people will read the entire article.

It’s Always A Good Idea To Get Another Opinion.

“Your First Idea Might Be Your Worst Idea”

• How-To
• List
• Question
• Interesting Data
• Quick Tip
• Negative Angle
• Secret of
• Little known, advice, tips, or tricks
• You Should Know This
Title Formats

You Want To Match The Attitude Of Your Readers

You First Need To Understand Who Your Ideal Reader Is, Which
Is Also Known As Your Buyer Persona

It Needs To Add Something New To The Conversation,
Take a few minutes to research what already exists on
the subject

You should research the words
people actually use to search and
communicate

Effective Writing Core Attributes
• Attention-grabbing headline
• Tone relevant to your readers
• Help the reader do something
• Add to the conversation
• Write for the way people search
• One core idea
• Supports your brand messaging
• Has a relevant call-to-action
• Free of errors and poor grammar

Common Grammar And Style Mistakes To
Check For
• Use contractions
• Write with simple language
• Use the active voice
• Be clear and concise
• Use short sentences and paragraphs
• Cut fluffy words from your writing
• Adhere to a style guide
• Use “you” and “your”
• Avoid jargon
• Don’t be snarky
• Use Spell Check

EXTENDING THE VALUE OF CONTENT
THROUGH REPURPOSING

• Gives you another opportunity to rank within search engine’s results
• Allows you to reach a new audience
• Supports the consistency of your message
• Helps your content marketing team create content on a more
consistent basis
Benefits And Advantages Of Repurposing Content

THE RULE OF SEVEN
A Prospect Needs To See Or Hear Your Marketing Message
At Least Seven Times Before They Take Action And Buy
From You.

RepurposingContent
Strategies
Republish
Recycle

RepurposingContent
Strategies
Republish
Recycle
Content Republishing is the act of reposting your content, mainly blogs, on other
websites with proper credit given to the original author.
The source uses a canonical tag.
It has a link at the beginning or the end of
the post that connects back to your website.
To have the source “NoIndex” their copy of
the article.

Strive to choose
reputable sites to
partner with
Don’t republish all
of your content,
just top performing
content.
Update the
headline of each
republished piece
of content
Wait at least two
weeks before you
republish your
content.
Include internal
links throughout
your post
Make sure your
content is a great
fit for the site it’s
being published to.
Include a call-to-
action within your
blog’s post.
RepurposingContent
Strategies
Republish
Recycle
Best practices

RepurposingContent
Strategies
Republish
Recycle
What needs to be added, removed, or re-worded?
You may be able to combine related or unrelated content to provide new
value and meaning.
Is there an opportunity to expand on something you’ve already done in
order to dig deeper into that topic?
Adjust
combine
Expand
Effective
recycled
content

https://blog.hubspot.com/customers/3-types-of-projects-every-business-should-use

DON’T CREATE CONTENT
JUST TO CREATE
CONTENT.
Think of each content idea
that provides value to your
buyer persona’s journey as
a seed.

Identify content
format and topic.
Make a list of
supporting
subtopics
Choose strongest
supporting
subtopics
Create content for
each
supporting subtopic.
Download or create
a template for
guide.
Recycle blog content
and format
into chapters.
Create the rest of
the content needed
to complete.
Update blog post
call-to-actions.
8 STEPS TO RECYCLING CONTENT INTO
A LONG-FORM OFFER

Choose any article from any website and follow the steps to recycling it.
• Individual task

HOW TO EFFECTIVELY PROMOTE
CONTENT

• Search engine
optimization
• Email marketing
• Social media
• Live promotions (events or
webinars)
• Influencer networks
• Word of mouth
• Search engine ads
(Google, Yahoo, Bing)
• Social media ads
(Facebook, LinkedIn,
Twitter, and Instagram)
Organic
Paid

Attracting new
audience
members and
prospects
Helping leads make
better decisions about
your business
Increasing the
reach of your
content
RESULT OF PAID
PROMOTION

• Create a content promotion calendar.
• Experiment and optimize.
• Analyze your results.
• Customize messaging for each channel.
• Use segmentation.
Pest
practices

CREATE
CUSTOM
MESSAGING
Set the tone
Match the
distribution
channel
Communicate
the value.

•WHAT IS SEGMENTATION?
Segmentation is used to divide large audiences or
target markets into smaller segments based on specific
criteria

• Include a link in your email signature.
• Share content on social media.
• Connect with industry influencers.
• Always tell new people about your content
How To Optimize For Reach

• Consider how a user is going to engage with your
content.
• Include relevant action words.
• Make adjustments based off the platform being
used.
• Be patient.
How To Optimize For Engagements

• Link to a landing page for all of your promotional
efforts.
• Use strong calls-to-action.
How To Optimize For Conversions

Analyze the performance of your promotions’
channels.
Explore each channel individually.
Identify next steps that you can take based off
the new insights.
How To Analyze Your Content Promotion Efforts

ANALYZING AND MEASURING CONTENT

Reasons To Look At Content
Performance With A Keen Eye
Find if your
marketing efforts
are driving the
needle on sales.
Document and
report on
progress for
future use
cases.
Discover
insights and
determine
where to go
next.

Tracking And Measuring Content Areas Of Focus
• Brand awareness
• Engagement
• Lead Generation
• Customer conversion and sales
• Customer loyalty and retention
• Website performance

Choose A Few Key
Metrics And Stick
To Them

Compare Your Results To The Goals You Set Previously.

Group Your Content Into Categories
Based On Key Similarities And Try To
Draw Some Conclusions.

Have a conversation with stakeholders at your
company. Ideally, this conversation should take
place before you run a campaign

Don’t just look at what they tell you to look at.
There may be other metrics you can use to support
your story.

The stakes are different. What they care
about in terms of results is different

• In the first meeting with stakeholders focus on quantifying her
contents’ efforts and the SMART objectives of the campaigns.
• Discuss what types of reporting the key stakeholders would
find valuable.
• makes sure to set up a dedicated midpoint review meeting
and wrap-up discussion

DEVELOPING A GROWTH MARKETING
MENTALITY

Growth Marketing
An integrated approach to growing your business and optimizing
your content marketing efforts through constant testing across
marketing channels.

Each Test Should Uncover
Cost to acquire a customer through this
channel?
Customers available through this channel?

Ideation and planning
Implementation
Two Part Testing Process

DepartmentsToFocusOn
Customer service,
support, and success
Sales team
Products and
services team

WHAT IS BLOGGING?
Your blog is a place to regularly publish and
promote new content related to your business and
industry.

What Does A Successful
Blog Post Look Like?

Create your first article for blogging
• Individual task

In work teams, create a content plan for a month on the Facebook platform for
any business and determine the main items which should be defined In it
• Maximum 4 members in the team

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