38 Great Content Marketing Templates; including • Competitive Analysis • Value Proposition Determination • Buyer Persona Development • Buying Stage Question & Answer • Content Asset Evaluation • Content Gap Evaluation • Content Mapping • Downloadable Content Checklist • Keyword Discovery • Keyword Refinement • Website Content Evaluation • SEO On-page and Off-page Checklists • Paid Search Ad Content • Landing Page Content • Landing Page Offers • Blog Editorial Calendar • Blog Promotion Checklist • Email Marketing Content • Email Marketing Execution • Lead Nurturing Content Map • Lead Nurturing Flow Activity (for Marketing Automation) • Content Promotion Checklist • Social Media Content Calendar • Content Development Plan • Webinar Checklist • White Paper, Case Study Checklists • Video Marketing Checklist • Press Release Checklist

2. What Is This?
• A unique set of content marketing templates and checklists
that you can utilize immediately to begin, enhance, or
optimize your current content strategy.
• Each template includes a brief introduction, and key points
are explained, but this is mostly about jumping in and just
doing it!
• This is an Action Plan; templates to plan, write, promote,
and optimize content for lead generation and sales!

3. What Do I Get?
• Planning Templates: Situation Analysis, Competitive Analysis,
Value Proposition, Buyer Personas, Content Mapping
• Lead Generation Templates: Keyword Research, Paid Search Ads,
SEO, Website Content, Landing Pages
• Lead Nurturing Templates: Email Marketing, Nurturing Flow
Development
• Content Calendars: Blogging, Social Media, Content Promotion
• Content Itself: Blogs, White Papers, Webinars, Case Studies,
Videos, Press Releases
• And More!

4. First; What is Content Marketing?
“Content marketing is the art of understanding exactly what your
customers need to know, and delivering it to them in a relevant and
compelling way to grow your business” Joe Pulizzi, Founder Junta42,
Content Marketing Firm
“Content marketing is the art of creating, curating, and distributing
valuable content, combined with the science of measuring its impact on
awareness, lead generation, and customer acquisition” The Grande Guide
to B2B Content Marketing from Eloqua
“Content marketing is the creation and sharing of content for the
purpose of promoting a product or service” Marketo
“Content marketing is the process of communicating relevant
messages to specific target audiences and personas throughout their
individual buying cycles with the goal to inform, educate, and persuade
prospects to eventually become sales due to the expertise and thought
leadership you present in a timely, frequent, and orderly manner” Paul
Mosenson, NuSpark Marketing (me!)

5. Quality Content…..
• Develops trust • Drives traffic • Educates and
by providing to websites informs as
buyers with and landing the lead
info that helps pages; develops, the
them make persuades fuel of a
decisions and prospects to robust lead
reducing convert via nurturing
organizational forms program
risk

6. The First Template
We get started with our first template; a checklist covering an overview of
what good content marketing is. This checklist gives an overview of what
makes good content marketing. By following these content marketing
principles, you’ll be on your way to turning your business into a lead
generating machine.
Of upmost importance:
•Create a topic that is interesting, problem-solving, and represents your
brand
•Summarize with a key take-away and call-to-action for conversion
•Content should be shareable; that means appealing, relevant, and
contains key benefits
•Have a plan for conversation; engage audiences and provide timely
feedback
•Measure via relevant business KPIs and conversational measures

7. Non-Promotional Relevant to Your Reader Answers a Business Question
Well-Written Organized Has a Purpose
Supports Your Company Brand Credibility; Builds Trust Provides Proof of Expertise
Assists Buyers Through Purchase Cycle Think Like a Publisher Be Committed
Understand Needs of Prospects Have an Editorial Plan Make it Interesting
Keep it Fresh Make it Findable on Search Engines Consider Syndication
Call-to-Action Measureable Shareable

8. Situation Analysis
This is where you start. Fill in the blanks on the following template
covering your firm’s business challenges, goals, and market
conditions. The comment field is for any additional issues and
notes that affect your answers to each question on the template.
By understanding or re-evaluating the market conditions you gain
an overview of the work that needs to be done to update your
message and approach for lead generation with content
marketing.

9. Question Answer Comment
What Are Your Key Business Challenges?
What were your most successful
products/services over the past year and
why?
What were your least successful
products/services over the past year and
why?
What Are Your Competitive Advantages?
What Are Your Competitve Disadvantages?

10. Question Answer Comment
Describe Your Company's Mission in One
Sentence.. Why Do You Exist?
What Is Your Value Proposition and How Do
You Prove It?
Does your firm have any financial
constraints when it comes to increasing
inbound marketing and demand generation
expenditures?
What Market Conditions Exist That Support
Your Growth Plans?
What Market Conditions Exist That Hinder
Your Growth Plans?

11. Competitive Analysis
Fill out a template for each of your competitors, and compare their
place in the market and approaches to yours. This will help
determine or reassure your positioning in the marketplace, or find
new opportunities we can focus on.

12. Question Competitor Your Firm
Who Is Your Competitor for this Analysis?
What Is Your Geographic Target?
What Industries Do You Serve or
Emphasize?
What Is Your Brand Reputation?
How Are Your Key Products/Services
Similar?
(Attributes, functionality, pricing)

13. Question Competitor Your Firm
How Do Your Key Products/Services Differ?
(Attributes, functionality, pricing)
What Elements on Their Website Stand
Out as Compared to Yours?
(visuals, content downloads, calls-to-
action, case studies, testimonials, etc)
What keywords does the competitor use on
their page titles and meta descriptions
compared to yours? (Right-click Mouse,
Click “View Source” and scan the code of
the home page)
What Marketing tactics have you seen from
your competitor? (print, mail, email, paid
search, banners, content giveaways,
webinars, video)
Does the competitor have a blog that’s
frequently updated and a robust social
media presence? (Check Twitter, Facebook,
Google+ activity)

14. Why Prospects Buy From You
Why do prospects buy from you rather than your competitor? What
makes you different? We now look at your own product or products,
and evaluate what problems they solve, and what makes your
solutions unique. By identifying these early on, they become the
underlying themes throughout your messaging. In essence, we’re
developing or substantiating your value proposition.

15. Solution/Product/Service What Needs It Solves Why Should Prospects Buy It Why Buy It From You

16. Target Audience, Buyer Persona,
and Content Mapping
Next, we need to identify who your target audiences
are, what needs they have, what challenges they face,
and how you can help solve their business problems
with content.
• Target audience; who your solutions are intended for
• Buyer persona; what their needs are; and what their buyer
behaviors are
• Content mapping; the method of matching relevant content
to each of your personas throughout their buying cycles

17. Target Audience; Buyer Persona
We need to understand not just who the profiles of your prospects
are, but what they face in their jobs, what challenges they have,
and then how they research solutions. Each question on the
template leaves room for a primary answer and a secondary
answer.
Some of the information will take some digging; speak to your
current customers- talk to sales- listen to social media activity-
read articles and posts that pertain to your audience, read what
your competitors are saying, network with key audiences.

18. Question Primary Answer Secondary Answer
Industry & Job Title
Role :
Key Decision-Maker, Influencer, Buyer
Key Job Responsibilities
Who Does He Sell To? Titles, Industries,
Size
How Is His Job Measured?
(sales, efficiency, productivity, results, ROI)

19. Question Primary Answer Secondary Answer
Business Needs
( improve efficiency, better management,
increase department ROI, more sales,
upgrade technology)
Job Frustrations & How They Currently
Manage it
(Older technology, lack of efficiency, too
much effort; not enough time, lack of
resources, lack of support)
Drivers to Purchase
(Budget, departmental improvement,
benefits, cost-savings, productivity
opportunity)
Media Habits and Usage
(What do they read, what content they
consume, how do they research, social
media usage, what keywords they use)
Typical Buying Cycle (Months between
interest to purchase)

20. Persona Q&A
Each persona will have a number of questions as it pertains to their buying stage and expectations when
reading content. By answering the questions prospects may be asking, you get ideas and topics for
content development.
Stage 1: Early stage questions are more informational and educational focused.
Stage 2: Mid-stage questions focus more on evaluation and risks; audiences are looking to solve specific
problems now.
Stage 3: Later stage questions focus on validation and specific solution needs. They’re getting ready to
buy.
Examples:
Title: COO
Stage 1: How will this contribute to revenue growth? Will this make me more competitive versus
competition? Is this issue impacting my industry?
Stage 2: What specific needs does this solve? Which solution provides the most value? What are my
solution options?
Stage 3: How long will it take to implement the solution? Have you done this for similar firms?
Title: CIO
Stage 1: How will this affect our current infrastructure? How does this make what we do more efficient?
What If I stay status-quo?
Stage 2: Which firms provide the most expertise that pertain to my needs? What do my peers say? Are
there any risks if I change?
Stage 3: How good is the customer support? How do I manage the transition?
Give it a shot. By knowing the questions your prospects may ask; it gives us huge hints on how to
develop content that serves their needs.

21. Buying Stage Questions/Challenges Answers/Solutions
How does this information affect my
business?
Early Stage Questions
What are the benefits of
buying/updating/changing? How do I know
the vendor can solve my business
challenges?
Mid-Stage Questions
Which vendors/solutions satisfy my needs
and why? How do I know the vendor can
solve my business challenges?
Later Stage Questions

22. Content Mapping
Now we take all of this knowledge of your solutions and targets, and map
the messaging toward each persona’s buying stage. First, we’ll review what
you already have, then identify new topics. This part will take some time
and effort in order to prepare content topics for every buying phase.
Each topic must have a purpose, whether it be educational, showcasing
expertise, or supporting evidence that builds additional credibility. The
content mapping templates include a column on Content Purpose if you wish
to utilize it to identify the focus of the content:
• Education
• Expertise
• Evidence
Potential formats can include white papers, webinars, case studies, articles,
blog posts, videos, eBooks and more.
By the way, if a content asset targets multiple personas; that’s fine, as long
as the research supports it, and each persona uses the same language.

23. Matching Content with Buying Stage
To help guide you on which buying phase to map your content, follow this guide:
Awareness: The prospect has begun the research phase but is not actively pursing change yet. Present industry
views, address business problems in your industry, introduce innovations, educate on processes.
Inform and educate your prospects. Your messaging with influence prospects that they indeed have a
need.
Need Identification: Prospects are now educating themselves further on their needs and how change will affect
his firm. Focus more on problem-solution content. Begin introducing your solution but make sure your content
continues to educate and use industry stats and trends to support your position. Clearly explain the benefits of
change.
Research: The audience is now firmly aware of the need and is now researching potential solutions. You content
needs to demonstrate your expertise. Showcase your solutions; show how you solution solves problems and reduces
risk. Combine education with your solution.
Reassurance: The business case for change has been established in the prospects’ mind. Continue to show your
expertise. Showcase demos. Introduce case studies. Compare yourself with competitors. Prove to your audience
that you have the expertise and experience.
Validation: Your firm is now being considered. Continue to showcase your knowledge and thought leadership, and
make sure your website content supports your value. More Case studies, testimonials, and promotional offers
reside here.
Use your best judgment when mapping content. Think about your prospect and provide a logical order of
presenting your content that makes sense. You’re telling a story that begins with education and ends in persuasion.

24. Buying Stage Current Topics/Assets Content Purpose Current Format
Awareness
Need Identification
Research
Reassurance
Validation

25. Buying Stage Topics Content Purpose Potential Formats
Awareness
Need Identification
Research
Reassurance
Validation

26. Final Content Map
Once we know what content we have, what content needs to be refreshed,
and what new content is needed, we need to summarize all this. So this
template is a combination of the existing content with new content and will
act as a master list of the assets. Using this template is a must when
planning lead nurturing and drip email campaigns which will be addressed
again later.
Remember to match up each topic with a planned format or formats (they
can be repurposed), such as white paper and webinar.
Also, this IS a template. Your final map will be longer and more extensive by
the time you’re all finished. Again, organize each map by persona.

27. Buying Stage Topics Formats
Awareness
Needs Identification
Research
Reassurance
Validation

28. Downloadable Content Checklist
When you are performing a content audit, it’s one thing to have
some content that can be continued to be used to drive
engagement, but it’s also good practice to audit that specific piece
of content and make sure it’s useful, it’s quality, and it’s findable.
That’s what the next template will do. Review your current content,
and make notes as action items if changes need to be made.

29. Item Yes /No Next Step/ Action Needed
Is the Content Useful to the Target
Personas?
Is the Content Accurate and Up-to-Date?
Is the Content Written or Produced
Professionally?
Is the Content Easy-to-Read/View and
Organized?
Is the Content Being Used?
(Check analytics and sharing metrics)
Does the Content Have Relevant Keywords
for SEO?
Is the Content Interesting and Engaging?
Can the Content be Repurposed in Other
Formats?
Does the Content Include Sharing
Elements for Social Media?
Does the Content Include Meta-Data for
Online Publishing?

30. Keywords and SEO
Now that you know what you do, what makes you unique, who
you’re marketing to, and what content your prospects need to make
purchase decisions, those audiences need to find you. The goal is to
get them to your website so they can see how you solve their
business problems. The next section will showcase templates for:
– Keyword research; determining what words/phrases your
prospects use to find you on search engines
– SEO. Integrating the keywords into the website front end and
back end

31. Keyword Research
Keyword research is both an art and a science. Every SEO company has their own
methods in determining the best keywords for your content. Most use the same tools;
but it’s how you interpret those tools is where the art comes in.
That being said, the right keywords provide the seeds to all of the content you produce.
With the correct keywords, the following occurs:
•Your website content relates to the needs of your target audience which drives
engagement and turns them into leads.
•Your prospects are attracted to your firm; your leads are persuaded to consider
your firm; your sales opportunities are convinced to purchase.
•Your content is found on Google and other search engines when prospects
research symptoms of their problems and solutions to their needs.
•A foundation is determined as a basis for social media, blogs, and other articles
and messages that contribute to your brand and the problems you solve.

32. Keyword Templates
The following four templates begin the keyword research process. Utilizing online tools and
platforms streamline the process; but at the end of the day, you have to feel right as those
keywords relate to your solutions and how buyers look for you.
1. Keyword Discovery
Begins the process of determining what is, and should be the keywords that support your solutions.
For search and SEO, keep in mind “it’s not what you do- it’s what your prospects search for.”
2. Keyword Refinement
Keywords and phrases change throughout purchase cycles. Refining terms take your basic “seed”
terms and extend them into “long-tail” terms that are more relevant. Example: “lead generation”
is a seed word for me, and “b2b lead generation” or “paid search for leads” are refined or
complementary.
Early funnel long-tail terms are more informational: “lead generation ideas” “improving lead
generation”
Mid funnel long-tail terms are more into the consideration phase: “lead generation firms” “lead
generation tools”
Later funnel long-tail terms are terms that denote ready to purchase: “lead generation prices”
“best lead generation tools.” The term may even be the name of your firm.
You’ll want to use your best judgment. Google’s keyword tool can help with suggestions.

33. Keyword Templates
3. Keyword Determination
From the list of complementary terms into this template, you can now rate your keywords as a step
toward determining the best words for SEO. Rank each category from 1 to 3.
Relevancy: How relevant are the terms to your business. Example: “B2B lead generation” is a 3 on the
relevancy scale for me, but a term “B2B marketing” may be a 2, since it’s so broad. Because I am
in Philadelphia, the term “b2B marketing Philadelphia” becomes a 3 for relevancy.
Specific: This category measures how specific a keyword term is to your business. “B2B lead
generation” is relevant but not specific. A high rank specific term would be “B2B lead generation
firms” or “Content marketing lead generation.”
Competitive: Using Google’s Keyword Tool, a measure of keyword competitiveness is shown. Keywords
with low competition get the highest 1-3 rank. This is the easiest method to measure keyword
competition.
By adding up the 3 levels, you can determine those keywords that are not just relevant to your
solution via the purchase funnel, but also most likely to appear highly on search engines.
4. Keyword for SEO
Finally, you want to make sure that your selected words are indeed searched for a decent amount
of times each month. The final template, in conjunction with Google’s keyword tool or a paid tool,
will compare monthly searches for your terms with the total pages that Google indexes with those
terms. By dividing the monthly searches with the Google index, the outcome is an SEO
competition ratio. The higher the ratio, the more likely your search term can be optimized.

34. Item Results
Internal Brainstorming. What does your product
do and what business needs does it solve?
External Sources. Industry trades, articles, social
media channels. blogs
Current Content and Website
Competitive Website Content and Meta Data
(keywords, meta descriptions)
Analytics data – keyword referrers
Research from customer surveys and
conversation; confirm the Buyer Language aligns
with your messages and content

35. Funnel Stage Base Terms Complementary Terms
Early Buying Phases
Middle Buying Phases
Later Buying Phases

36. Keyword/Phrase Relevance (1-3) Specific(1-3) Competitive (1-3)

37. Keyword/Phrase Monthly Searches Google Indexed Pages Ratio

38. Keywords and Websites: SEO
Now that the keyword research has been done; it’s time to implement the
keywords into your website or landing pages. The templates that follow
basically represent a content audit of your website. With regard to content
marketing, there’s two phases of SEO:
•On-page optimization. These are the elements visibly seen by a prospect.
•Off-page optimization. This is the site structure and meta tag information
needed to remind the Google bots that your website is about your keywords.
It’s the meta page description that shows when a user searches for your
firm or solution. Called a snippet, it should easily communicate your benefits
with the primary SEO keywords within the text.
The templates that follow begin with entering each major content URL of
your website. A column for action items exist to summarize what changes
need to be made, otherwise you can make notes on tweaks that need to be
done within the fields of the templates. In essence, it can also act as a
checklist as well.

39. Body Copy: Content length-
Compelling Headlines, sub- between 400-800 words
Current Page URL headlines with keywords Easy to Scan; Bullet-points ideally

40. Current Page URL Keywords in Images (Alt tags) Keywords in Page URL On-Page Action Items

41. Page Description with primary
Title Tag includes primary keywords and under 75
Page URL keywords characters Off-Page Action Items

42. Overall Website Experience
Creating a compelling message structure drives engagement and
contributes to increased conversions. Even though this eBook is
focused on content, navigational and usability factors all are equal
contributors to the user experience. Thus, the next template is a
checklist that covers the most important factors that determine a
successful website experience.

43. Content-Message Content-Attributes Major Usability Points
Headings Clear and Descriptive Consistent Font Styles & Colors Logo Placed Prominently and Clickable
Most Important Content Above Fold Emphasis Used Sparingly (Bold, Good Text-to-Background Contrast
Underline, Italics)
User Benefits Stressed Organized Logically Tag Line Communicates Purpose
Timely and Relevant No Typos or Grammatical errors Clear Path to Company Info
Too Much or Too Little Information on a Font Size and Spacing Easy to Read Navigation Labels Clear & Concise
Topic
Reflect Your Brand Voice Credibility Sections: Testimonials/ Case Easy-To-Find Calls-To-Actions
Studies
Written In a Consistent Style Easily Scan-able Links are Consistent & Easy to Identify

44. Paid Search; Clicks and Conversions
Now we shift to content marketing and paid search. Generating
quality leads through paid search requires the following to occur:
• The keywords prospects query on search engines must be
related to the content of your ads, or prospects won’t click.
• The keywords prospects query on search engines, and the
message in your ad text, must be related to the content of
your landing pages, or prospects won’t convert.
The templates that follow cover writing compelling ads for paid
search, then how to write or audit landing pages that convert
visitors into leads.

45. Ad Groups
Google Ad groups are tightly knit groupings of keywords that fall under the same
theme. Clicks occur when ads include the keywords within them. Ad groups fall into
campaigns. Campaigns are the products/solutions you are selling.
To develop the ad groups; it’s best to align those groups with the content offers and the
buying phases. Here’s an example of how to develop this.
Campaign: Lead Generation
Early Buying Phase: Informational
Ad Group Content Sample Keyword
Paid search Early Free eBook Paid Search Strategy
Mid Buying Phase: Evaluation
Ad Group Content/Offer Sample Keyword
Paid search Mid Free Demo Paid search tools
Later Buying Phase: Validation
Ad Group Content/Offer Sample keyword
Paid search Late Free Trial Paid search reviews

46. Buying Phase Ad Group Content Offers or Promotions
Informational Content: Funnel Entrance
Early Buying Phase
Evaluation Content: Mid-Funnel Level
Mid-Buying Phases
Validation Content: Later-Funnel Level
Later-Buying Phase

47. Writing Search Text Ads
Once the ad groups are structured, it’s time to write the ads. I suggest writing ads
before you add keywords do the group. Why? It’s the ads that will determine what
keywords to use, because the keywords you select must be within the ad for better
relevancy. So if there are synonyms or related words that describe your solutions, it’s
best to create unique ad groups for each related keyword term or keyword category.
For example, Terms such as Pay-per-click, paid search, and Adwords do not belong in
the same ad groups even though they are similar. I call them keyword themes. By
using themes, it will help you know how many specific ad groups you will actually need,
and how many ads to write. Ads should always be tested, so I suggest two ads per ad
group, focusing on a different benefit. All ads should focus on a key unique benefit or
feature, and a strong call-to-action for lead generation.
Example Ads:
Ad Group: Paid Search Tools Ad Group: Pay-Per-Click Software
Ad: Ad:
Paid Search Tools Pay-Per-Click Software
Do paid search more effectively, Save Time & Effort
Learn How; Free Guide Improve ROI; View Demo
Keyword Theme: “Paid search” Keyword Theme: “Pay-Per-Click”

48. Ad Group Name & Keyword Compelling Headline Key Benefit/Feature Call-to-Action/Offer
Theme 25 Characters 35 Characters 35 Characters

49. Conversion Landing Pages
Whether it’s paid search, social media, online advertising, or email
marketing, your landing pages must be optimized to persuade your
prospect to share their email address in exchange for content or
offers. Whether your landing page is within a website, a microsite,
or a single page, all conversion optimization efforts apply. Every
landing page must be aligned to your message that attracted
audiences to it in the first place.
In addition to your landing page; you should have a simple “Thank
You” page in order to measure conversions . This page can also
promote additional content assets and offer audiences the option to
join your social media networks.

50. Landing Page Message Plan
The first thing to do is assess your landing page needs. Use
the next template to align your campaigns and ad groups
(for paid search) with your target audiences and message
themes.
If you’re thinking about A/B split tests, this is the perfect
template to get you thinking about what content and
messages are worth testing.

51. Campaign Name / Ad Group Targets/Personas Topic/Theme Key Messages/Benefits

52. Landing Page CTA
Next, you want to determine your CTAs or call-to-actions.
For lead generation, it’s not just what your offer is, but how
to promote that offer and convince audiences. Testing is key
here as well. You may list either one or multiple CTA
statements. CTA statements should be clear, consistent,
persuasive, create urgency and offer value.
Test statements such as:
Download Free Paper Now
Limited Time Free Trial
Get 10% Off Now
Learn More Immediately
Watch Demo
Try for Free

53. Landing Page Name/Version Content Download, Event, or Offer Call-To-Action Statements

54. Landing Page Checklist
The next template allows us to review the key elements of a
properly programmed landing page and make updates if
need be.

55. Landing Page Element Yes/No Action Items
Headline Message Matches Ad or
Campaign intent
Emotionally Persuasive Content
Easy to Click CTA with Minimal Effort-
Above the Fold Too
Trust Content- Endorsement and
Testimonial
Content Focus on Value & Benefits- Not
too Long (4-5 benefits max)
If Exists, Embedded Video Short (15 sec)
and Works on all Browsers
Content Easily Laid Out and Includes
Bullet-Point Benefits
Look/Feel Attractive, Simple, and
Focused
Web Form Short (5 fields at most) with
Minimal Required Fields.
Analytics Code Installed on Page and
Thank You Page as well as any
Conversion Code on Thank You Pages

56. Blogging
Now we move on to blogging. A blog is an ideal complement to
your website. Blogs provide a number of benefits for lead
generation:
•Provides fresh content; a true SEO benefit
•Establishes you and your firm as industry and thought leaders
•Builds new traffic to your website
•Allows a platform for dialog with your readers
•Ability to cross-sell or generate leads with sidebar offers
•Useful as a lead nurturing tactic via email marketing
The first thing is to build an editorial calendar, and that means
developing a topic list.
The first template includes some ideas and strategies to help the
idea process.

57. Industry Research Reformat Press Release Showcase How-To” Videos
Discuss Industry Problem Repurpose Case Study Review a Book or Article
Interview Industry Leader Find Guest Posts Discuss a Specific “How-To”
Cover Industry Events and Shows Discuss Future Trends Tips & Tricks
Promote Your Content (Tactfully) Ask Questions to Readers Review Unique Tools
Give an Opinion on an Industry News
Event Make a List (Top 7 Reasons) Provide an Informative Industry Guide
Monitor Social Media for Ideas Repurpose Existing Content Comment on Someone Else’s Blog

58. Blog Templates
The following briefly describes 3 more templates for your blog
strategy
Blog Development Checklist
Once you have drafted a list of ideas, follow the checklist template
as a guide t o make sure your post is on target strategically, is
searchable, includes keywords, and engages audiences.
Blog Calendar
Then, plan your posts on a quarterly editorial calendar. The
template assumes there are multiple writers, so posts can be
assigned to each writer with a deadline for submission.
Blog Promotional Checklist
The final blog template is a checklist to make sure your blogs are
promoted properly through various channels

59. Blog Element Yes/No Action Items
Persona Target or Targets
Purpose of the Post
SEO Keywords to Include in Title,
Content and Meta Tags
Post Title that Denotes Usefulness
First Sentence- Hook Readers to Read
More
Key Points To Get Across (List up to 3)
Relevant Photo or Graphic
Do the Links in the Blog Work?
Does the Blog Link to About Us and
Contact Info?
RSS and Subscription Feeds Visible?
Social Media Sharing Widgets
Finish Blog with a Question or a Request
for Comments
Post Categories

60. Post Date Topic Assignment Deadline

61. Tactic Yes/No Action Items
Publish on Facebook. (Social RSS,
Networked Blogs Most Popular)
Promote on Twitter (Using URL
shorteners). Post at Different Times and
Days
Promote on LinkedIn and Google+ as
status updates. Share with Public,
Circles, Groups
Promote in E-newsletters and Email
Communication
Comment on other Blogs and Direct
Audiences to Your Blog Link
Create Relationships with Content
Syndication Sites for Increased Reach
Make Sure Social Bookmarking Sites are
Easily Found for Each Post
Blog Links Should be Presented on any
Lead Generation Thank You page
New Blog Posts can be Promoted on Your
Home Page
Use URL Shortener analytics and Google
Analytics to Measure Blog Reach,
Shares, and Performance

62. Email Marketing
Email Marketing is another key part of content strategy. There
.
are many factors that determine a successful campaign. Only by
testing the multitude of elements can campaigns be optimized.
Two templates cover email marketing:
Content Strategy: Subject lines, calls-to-action, and the
content itself
Execution Strategy: List purchase and segmentation, landing
pages, metrics and measurement, deployment strategy.

63. Item Yes/No Action Items
Subject Line: Concise; Urgency, Test
Messages and Track Opens
Content Focus: Relevant, Interesting,
and Timely
Test Personalization if Appropriate
Content Clear, Concise, and To-the-
Point: Scan-able Content Blocks
Test Offers, Measure, Optimize for
Future
Simple, Clear Persuasive Call-to-Action
Statement- Above Fold
Spam Terms Eliminated- Follow Can-
Spam Compliance
Social Media Sharing Buttons Included
Simple Unsubscribe Process Included
Inclusion of Appropriate Graphics, White
Space and Look/Feel that Attracts
Readers

64. Item Yes/No Action Items
Have Your Goals Defined: Purchase,
Lead Generation, Web Traffic.
Subscribers. Have KPI Goals Prepared
List Management: Which Segments to
Send to; Does Your Message Pertain to
Those Segments?
Is Your Landing Page Focused on the
Specific Email Campaign?
Plan and Test Various Days/Week, Time
of Day for Deployment; Track Metrics
Purchased Lists; Buy From Reputable
Source; Ask About Frequency of
Updates; Allow Opt-In mechanisms
Measure KPIs; Open Rate, Click Through
Rate, Conversion Rates by each
Variable; Measure ROI
Test Email on Mobile Devices and
Browsers
Make Sure Links in Email Work and are
Tagged Properly for Analytics
Remove Bounce and Bad Emails
Immediately

65. Lead Nurturing Implementation
Lead Nurturing is the practice of maintaining contact with leads not ready to buy
immediately by offering relevant content through a variety of channels (mostly email),
and guiding those leads into becoming opportunities.
Lead Nurturing increases sales-ready leads, shortens sales cycles, and reduces
opportunity leakage (leads that leave your funnel). Through the distribution of ongoing
quality content, eventually your leads will be sales-ready (they will be identified as
qualified via lead scoring).
Lead Nurturing involves two types of email marketing campaigns:
•Drip: These are planned email campaigns scheduled on an ongoing basis. Timing of drip
campaigns depends on your business goals. If a prospect engages in content, I like to
send a drip campaign 15 days later. For an inactive prospect, I like to send a drip
campaign monthly. In reality, the timing of a drip nurture all depends on the nature of
your business, feedback from sales, and your own feel on how often your prospects want
to see your emails.
•Trigger: These are emails that are sent when certain events occur, like content
downloads, page visits, or registrations. Trigger emails allow almost real-time
communication, and thus are automated based on prospect behavior.
Lead Nurturing is best executed via Marketing Automation (Which I addressed via an older
eBook and available on the NuSpark Marketing website). Since this a content marketing
action eBook and not a theory eBook, we’ll get right to implementing all that content we
have developed based on the content maps I presented earlier.

66. Lead Nurturing Design
The next series of templates will begin the process of developing your lead
nurturing plan via Marketing Automation. Many Marketing Automation
platforms vary in functionality, but all share the basics of building lead flows;
or the distribution of content in a strategic order by buying phase, from
awareness to validation. These are basic but will give you an idea of how to
develop a simple nurturing flow. It’s not easy, and does take some logical
thinking to develop an ideal nurture flow. Always be testing.
As a prelude to building lead flows, it is assumed (if not call us!) that the
following has occurred:
•Marketing and Sales have agreed on how a sales-ready lead is defined.
•There is a lead scoring system in place so that content can be distributed to
leads. that continue to be qualified throughout the purchase funnel.
•There is a qualification process to separate “names” from “qualified
prospects.”
•You have a marketing database cleaned and segmented.
•The buyer personas have been identified and there’s a wealth of content
assets, posts, and articles ready to be housed within the Marketing
Automation platform.
•Lead Activity is tied into the CRM so that Sales are alerted when leads
engage with content so that follow-up calls can be made.

67. Lead Nurturing Flow Setup
First thing to do is to recap your personas and the list of content assets that
target those personas, in order of buying phase. We suggest you start with
stage 2 content, Needs identification, since initial Awareness content is what
brought prospects to convert into leads in the first place. Your awareness
content should be housed in Marketing Automation anyway as a strategy to
re-activate initial leads who do not respond to next phase emails.
Then, you will identify the name of the email campaigns that will distribute
that content. Email campaigns can be named by the landing page/content
campaigns or however you wish to identify the purpose of the content email.
Email campaigns need to be written, be short, be focused, and include an
easy-to-spot link to your content.
The first template also has a field for email subject lines. Subject lines need
to be clear, direct, and communicate what the email is about. Subject lines
are ideal for testing because the Open Rate is the most important metric to
analyze as well as links clicked within emails.

68. Content Asset Email Campaign Subject Line

69. Lead Nurturing Flow Activity
The next two templates show the start of what happens when certain conditions
occur. With Marketing Automation, conditions like website visits and pages views
can affect lead score and content distribution activity, but for now, we look at
engagement due to the drip email campaigns.
The previous template showed you your list of email campaigns/content assets.
When you build your lead flows, you need to assign the content in the order you
wish but by order of buyer phase. As stated earlier, once a prospect downloads or
registers for awareness content, you will also need to assign a pause of a certain
amount of days. You might want to send those prospects the next drip email
campaign within a week to sense any further engagement (and warmer leads!).
So the next two templates showcase this kind of activity:
•Positive activity (meaning an open email AND a download/register), days to
pause, then the next activity, which should be a an email campaign/content asset
that strategically comes next in the flow. Remember, we’re telling a compelling,
persuasive story via email!
•Negative Activity (meaning the content was not clicked or read by the prospect),
days to pause, then the next activity you assign, either the same content with a
new subject line, or a new same-stage content asset.
(If we’re getting technical, contact me!- (610) 604-0639)

70. Email Campaign Days to Pause Next Action

71. Email Campaign Days to Pause Next Action

72. Content Promotion Plan
Like the blog promotion checklist presented earlier, your
content can be promoted via a number of channels.
Prospects are always in various stages of their buying
cycles, so it’s fine to promote content that targets all buying
phases. The template is categorized by social media, paid
marketing, and other channels.

73. Social Media Paid Media Other Channels
LinkedIn Status-Personal and Company Paid Search Email via Newsletters
Page
Google+- Personal and Company Page Online Display Banners PR Outlets (i.e. PRWeb)
Facebook Business Page Newsletter Sponsorships Bloggers
Twitter Posts Email List Purchase and Deployment Trade Shows
YouTube or Vimeo if Video Direct Mail Content Syndication
Other Targeted Social Media Channels Traditional Media Your Own Blog

74. Social Media Content Calendar
Because of all of the myriad of channels and formats, it is helpful to utilize a social media calendar
to organize posts and the promotion of your content. Our own monthly template that follows
includes the following fields:
•Category: This is a top-line way to organize content themes. Examples of categories are
industry news, problems-solutions, trade show/events, entertaining posts, product posts.
•Topic: This is the specific detail that describes your own content you are promoting, or content
that needs to be found via other channels worth sharing.
•Post Format: Simple- is it simple posts, images, videos, slides, or longer-form articles/blogs
•Keyword/Hashtag: For SEO, this represents the primary keyword that should be included in the
post headline or description. For Twitter, what is the main hashtag to use.
•Channels: Which social media channels will feature the post. For Twitter, can include how many
Tweets planned.
•Landing Page URL: The URL of the blog or landing page that houses your content.
•Tracking Link: A list of unique links, via URL shorteners like Bit.ly and or Google’s custom URL
builder for Google Analytics so that content can be tracked by topic and by channel.
•Post Date: The planned date for posting.

75. Landing Tracking
Category Topic Post Format Keyword/Hashtag Channels Page URL Link Post Date

76. Content Development Plan
When we develop content, we need to make sure the content fits into our clients’ overall
content marketing strategy. The content development template that follows makes sure
content managers stay on course. The fields are:
•Topic: What the content will be about.
•Purpose: What is the goal of the content. What is the Call-to-Action? Download? Register?
Thought Leadership?
•Buying Stage: Where the content fits within the funnel. Explained earlier.
•Format: Will this be a white paper, case study, webinar, eBook, or another format? How
many pages estimated?
•Planned Channels: It’s good to know if the content was to be on your website, or promoted
through social media, email,, and paid search.
•Related Needs: Reminds us if new landing pages, emails, or registration forms need to be
developed along with the content. Also a note if custom artwork, graphics, or photography may
be needed.
•Keywords: A reminder on the primary keywords to be incorporated within the content.
•Due Date: When it’s needed.

77. Topic Purpose Buying Stage Format Planned Channels Related Needs Keywords Due Date

78. Demand Generation Content
And now, the content itself. Content that attracts prospects; Content that converts them
into leads; Content that transforms them into sales via nurturing.
The following three templates cover:
Webinars: A before-during-after checklist
Downloadable, sharable content: A combination template with a checklist for white
papers, eBooks, and case studies.
Video Marketing: Another before-during-after checklist

79. Before During After
Choose Your Audience & Persona Rehearse Prepare Exit Poll or Survey; Gauge
Opinions
Choose a Compelling Topic that Multiple Speakers; audience remains Upload to Slideshare.net; shows on
Addresses a Business Challenge attentive LinkedIn too
Promote Value on Webinar Landing Page Dynamic Content; Speak “Human” Follow-up with Email or Calls, Email
includes link to Recorded Webinar.
On Signup Form; Profile Audience- May Engage Audience; Polls, Q & A, Chat House your Webinar on your Website
Need to Tweak Content Based on
Audience
Enable Social Sharing on Thank You Short Slides; Bullet Points; One Idea Per Do a Summary Blog Post
Page Slide
Promote via Email and Social Media Present Case Study or Industry Data Record Webinar; Send to Prospects
Send Reminder Emails to Registrants Call-to-Action on Last Slide; Offer, Lead Score Prospects in Marketing
Contact Info Automation

80. White Paper eBook Case Study
Authoritative Style Casual Style Get Customer Permission
Topic: What Problem Are Your Solving? Topic: What Problem Are You Solving? Keep Customer Involved
Write in a Personable, but Compelling Follow an Outline-
Conduct Accurate Research Style Problem/Solution/Results
Specific “To-the-Point” Title Have fun; Images- Animation, but focused Hook Audience with Compelling Title
Write an Organized “Story” Follow an Outline; Stay Organized Tie in Benefit With Your Solutions
Include SEO keywords for Search Keep the Target Audience in Mind Ensure Customer is Typical of Your
Engines Target Market
Use Bullet Points for Clarity Consider Narration/Audio option Include Lessons Learned
Source Subject Matter Experts Include Call-to-Action and Offer Reward Customer with Framed or
Printed Copy
Professionally Designed Professionally Designed Professionally Designed; Graphs.,
Charts
Promote via Social Media, Ads, PR, Promote via Social Media, Ads, PR, Email Promote via Social Media, Ads, PR,
Email Email
Utilize on Landing Page for Leads Utilize on Landing Page for Leads Utilize on Landing Page for Leads
Place on Website Resource Section Place on Website Resource Section Place on Website Resource Section

81. Before During After
Describe the Purpose/Goal Look Professional Use Quality Editing Software like Camtasia,
Windows Movie Maker
Review the Target Audience Consider Teleprompter; But Use Bullet Points; Connect YouTube Channel with Facebook, Twitter,
Don’t Read Google+ for Sharing
Video Length (less than 2 minutes ideal) Use Quality HD Video Camera and Tripod; Camera Upload Video Carefully and Optimize Title and
should have External Mic feature Description with Those Keywords
Plan a Call-to-Action to Track Conversions Use Lavaliere Mic for Best Sound Quality, and 3- Embed Links to Your Website or Newsletter.
Point Lighting (Consult a Pro) Wordpress has Plug-ins That Can Help
Review the Keyword research to Tag and Describe Be Conversational but Compelling Besides YouTube Distribute on other Video sites
the Video like TubeMogul, Viddler, and Vimeo
Use a Short URL/Title with Keyword Consider Outside Talent for Voiceover and Added Test Promoting Your Video using Promoted Videos
Professionalism Advertising on YouTube
Create a YouTube Channel with Your Brand Have Good Screen Recording Software like For Editing, Use iStockPhoto Images and Music, and
Camtasia look at Animoto for Graphic Ideas
Determine Style and Tone; Informational, Focus on Valuable Content Relevant to Your Target Measure Views with YouTube Insights and Google
Entertaining Analytics

82. And Last, The Press Release
Template
Finally, our last one, but certainly not least, our press
release template that covers planning, writing, and
promoting the release. PR can generate leads too!

83. Planning Writing Promoting
List Target Publications & Websites Utilize Keywords from SEO Research Online Distribution Services
Get to Know Editors; Build Relationships Main Keyword in Headline; To the Point. On News Section of Your Website
Make a List of Targeted Bloggers Primary or Secondary Keyword in Sub Headline Email to Prospects & Clients
Comment on Their Blogs; Follow Bloggers Main Keyword in First Paragraph or First Sentence Throughout Social Media Channels
of Body Copy
Determine Which Online Distribution Services to Explain Newsworthiness Simply; Write for the Direct a Link on a Targeted Blog Comment
Use Reader
What Business Problem Are You Addressing? Avoid Marketing Jargon Send to Specific Bloggers in Your Market
How Does Your Solution Solve It? Utilize Quotes from Within Company Repurpose Release Into a Blog
Why Should a Reader Care? Optimize release Title Tags, URL, Meta Description Include Release Link Within Newsletters
What Are the Key Features? Clearly Showcase Contact Info and Social Media Track External Links with Google URL Builder and
Links Measure Clicks and Traffic To Your Site

84. Questions? Need Help?
• Contact Paul Mosenson of NuSpark
Marketing
• pmosenson@nusparkmarketing.com
• 610-604-0639
• www.nusparkmarketing.com
• @nusparkmktg
Happy to Help!
That’s my Job!

85. About NuSpark Marketing
• Digital eMarketing Firm focusing on lead
generation, lead management, content marketing
• Founded in 2010; Team members average 20
years of experience
• Philadelphia based; virtual team of experts
• Provides the process, content, and consultation
for firms that implement marketing automation
and demand generation

86. Acknowledgements
• The following folks provided inspiration in the completion of
this eBook:
– Ardath Albee, Marketing Interactions
– Joe Pullizzi, Junta 42, Content Marketing Institute
– Barbara Gago, Left Brain
– Jessica Meher, Hubspot
– Eloqua, Marketo, Silverpop, Pardot
– Ion Interactive
– Jeremy Victor, Make Good Media
– Ann Handley, Marketing Profs
– Peter J. Meyers, User Effect
– Mitch Lapides, FulcrumTech, LLC
– The NuSpark Marketing Team