According to CMI/MarketingProfs research, marketers with a properly documented strategy are more effective, less overwhelmed, and able to justify a higher percentage of their marketing budget to be spent on content. Join Mintent and Kelly Hungerford, renowned content marketing consultant and public speaker, for this free, hands-on webinar that will give you the tools you need to create your own, documented content marketing strategy right away.

1. Kelly Hungerford
Level Up in 2018:
With a Documented
Content Strategy

2. 2
Your Speakers
Kelly Hungerford
Digital Strategy & Operations Consultant
• Works with clients on digital transformation
• Founder of CommunityWorks, Drop in Digital &
Women in Digital Switzerland
• Writer, speaker and consultant
Matt Dion
CEO, Mintent
• Content marketing thought-leader
• Speaker
• Management and board experience for a
variety of marketing and tech companies

3. 3The Big Hairy Content
Problem
• All marketing efforts depend it
• We are spending 45% of our budgets on it
• Only 1 in 10 marketers are happy with results
• We are stressed!!

4. 4
… only 37% have documented strategies.
- Hubspot
As important as content is

5. 5Solution: A Documented Content Strategy

6. 6From the experts
“I’m not exaggerating when I say that a documented plan makes all the
difference between succeeding and failing with content marketing. If
you write down a plan, revisit it periodically and adapt it based on
relevant data -- you’ll be more successful than two-thirds of your
peers.”
- Ian Cleary
“Marketers who write down their content marketing strategy are
4 times more successful than those who don’t.”
- Joe Pulizzi

7. 7Results of a documented content strategy
45% increase in the volume of accepted sales leads.
60% improvement in content effectiveness.
3 times more content produced per year than average.
50% reduction content production costs.

8. INTRODUCTION
Intro to Kelly
• Digital Strategist & MarTech Program Manager to mid sized
Enterprises in Europe
• 20+ years in Technology management, Marketing and
Communications
• Unapologetically customer focused and obsessed with
helping teams understand the power of content for
community building, team building and marketing
3

9. 9
• Content mission & framework
• Team alignment
• Persona creation
• Content types
• Process
• Distribution & Audits
• ROI
7 Unsung Heroes of a Sound Content Strategy

10. 10Start with the Why…
• What’s the reason for investing in content?
• Lead generation?
• Customer marketing?
• Building brand awareness?
• Thought leadership?
It helps to write down your answer.

11. 11…Then Move to the How
• Who are we trying to reach with our content marketing?
• How does this fit into our overall marketing strategy?
• How will we measure success?
• Who is involved?
• Which obstacles are in the way?

12. 12Content Mission: The Who, What, and Why
Who What Why
Businesses Mission, vision and
Values statement
Describe why they exist
Brands Positioning statement Describe the value of
their offer to the world
Content Strategists Content Mission
Statement
Describe the content we
offer and how it’s helpful

13. 13Content Mission: Framework
(domain/company) is the place where
(our audience) finds
(type of information/content) that
(delivers the benefit)
- Borrowed from @crestodina/Orbitmedia

14. 14Content Mission: Example
Example: an oral care company
“Brandx.com is the place where oral care
specialists find educational and scientific resources
on gum health to deliver better patient care.”
Resources = articles posts, white papers, clinical
studies, webinars
Pack a lunch and plan a few hours. This could take a while…

15. 15Team Alignment: Identify Your Key Players
WHO DO YOU NEED TO BE SUCCESSFUL?
Product
Sales
Customer
Success
HR
CEO

16. 16Team Alignment: The War Room

17. 17Persona Creation: Gather the Basics
Summary:
Who they are
What they do
What they think
What they strive to be
EXPECTATIONS
LIKES
DISLIKES
INVOLVEMENT
DRIVERS
INFLUENERS
PERSONA CATEGORY, NAME, TITLE
“QUOTE”Image

18. Tina works in a dental office in Frankfurt,
Germany with 3 other PA’s.
She is social media savvy and uses it to
stay connected with what is happening in
her industry.
Tina is thinking about studying further to
become a dental hygienist.
INFLUENCERS
● Dental Specialists/KOLs/Associations
● Sales reps
● Professors at her dental school
● Reputable scientific websites and journals
ORAL CARE INVOLVEMENT
● Educating patients on oral health
● Care after dental surgery/treatment
● Ongoing treatment of patients
● Product recommendations
● Teeth cleaning
DRIVERS
● Building trust relationships with patients
● Increasing her knowledge
● Improving her reputation with her peers
and in her industry
● Time management
Tina, 30
ORAL CARE SPECIALIST
Prophylaxis Assistant
DISLIKES
EXPECTATIONS
LIKES
● Complaints from patients
● Bad quality products
● Products being unavailable
● Lack of customer service
● Not receiving inventory on time
● Support with further education and
training in oral care
● Perfect product solutions, clear product
information and educational content for
her patients
● Samples
● Free samples of new products
● Support/good relationship with Brands
● Easy ways to find information for patients
● Newsletters and invitations to congresses
● Satisfied patients
“Knowing how to give my
patients the very best
care is my first priority.”

19. AWARENESS
SCENARIO
After 8 years as a prophylaxis assistant, Tina
has decided to study further to become a
hygienist.
She decides to look for resources &
information on making the transition.
RESEARCH CONVERSION LOYALTY
1
3
4 5
6
7
8Tina researches Oral Hygienist
courses offered by Dental
Schools online. She sees
banners for a XBrand
congress at one of the
schools, and likes the
messaging.
She attends the congress and
also finds that her school uses
Xbrand products in its
practical training. She gets info
about contacting a Xbrand
sales representative in a
congress brochure.
She sets up a meeting with the
sales rep during which she is
given samples, interactive
brochures and product
catalogues etc.
She conducts additional
research online, looking at
the Xbrand Professional
website, as well as those of
competitor vendors.
She is particularly pleased to
find a library of scientific
research papers and
conference proceedings that
support her studies, and
decides to follow the Xbrand
Professional Twitter account
for updates when new
materials are available.
She gives Xbrand samples to
her patients, across a broad
range of products.
Impressed by some of the
content on the website, she
directs her patients there for
further info on oral care.
Based on feedback from
patients, she is impressed by
the efficacy of Xbrand
products. She contacts the
Xbrand sales rep and places
an order for key performing
products to give out as
samples to more of her
patients.
She is kept up-to-date with
new innovations and
products via email
newsletter, and has the option
to order samples of new
products through the website.
Receives targeted Facebook
Ads about congresses and
symposiums sponsored by
Xbrand. More info and
discounts on the website.
During her practical classes
at Dental School Tina uses
Xbrand products for training.
She also cites research
articles from Xbrand in her
thesis on periodontitis.
“Knowing how to give my
patients the very best care is
my first priority.”
2 9
ORAL CARE SPECIALIST
10

20. 20Persona Creation: Personas & Content Creation
Before creating
content, know
your persona and
buyer cycle
stage.

21. 21Content Funnel
Once you know who you’re creating content for,
figure out what type of content they want to see.
Bottom of Funnel:
 Content that answers specific questions
 Content that addresses objections
Top of funnel:
 Content that educates
 Content that engages

22. 22Content Types
• Guest-articles
• Blog posts
• White papers
• Email campaigns
• Sales enablement
• eBooks
• Videos
• Webinars
• …And more!

23. 23Process: From Excel to Web-based
Tactics Target Audience Awareness Consideration Purchase Retention Advocacy Engagement Potential
Pre-Approved Consumer FAQ Answers (SoMe, Online Forums, etc.) C Medium
Notificiations, Alerts, etc. C, Ph, OCP
Email newsletters C, Ph, OCP Medium
Editorial Articles (Blog/News, 3rd party media) C, Ph, OCP Low
White Papers and Clinical Studies OCP Low to Medium
Case Studies and Testimonials OCP,Ph Low to Medium
Online videos C, Ph, OCP High
Webinars OCP, Ph Medium to High
Tradeshows (online, offline) OCP, Ph High
Product literature OCP, Ph Low
Product Trial/Sampling (Offline, Online) C High
Patient/Consumer Education (offline, online) C Medium
Guides /How to (Online/Offline) C High
Influencer kit (offline, online) OCP, Ph, Consumer Influencer High
Product Reviews C Medium to High
Press Release C, Ph, OCP Low
Symposiums and Congresses OCP, Ph High
Training Material OCP, Ph Medium
Sales kit Sales Rep
Advertorials, magazines C, Ph, OCP Low
Paid Social Media C -
Infographics C, Ph, OCP High
Search Ads (SEO, SEM, Other Search) C, Ph, OCP Low

24. 24Live, Web-Based Strategy

25. 25
Content Audits shouldn’t make you scream.

26. 26Distribution & Audits: Content Types

27. 27Distribution & Audits: Personas

28. 28Return on Investment

29. 29Check Your Inbox! Takeaways
• Join our Buyer Persona webinar on March 2nd with Adele Revella
• One Page Content Marketing Strategy Template
• Orbit Media Blog post Content Marketing mission statement
• Try Mintent for Free! Getmintent.com/free-trial

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Questions?
Contact us at:
matt@getmintent.com
kelly@communityworks.io
Check out our free trial: getmintent.com/free-trial