2. What is Content
Marketing?
Content marketing is a strategic marketing approach 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.
http://contentmarketinginstitute.com/what-is-content-marketing/
6. What is your Content Marketing Mission?
• Become a destination for [target
audience] interested in [topics]. To help
them [customer value]
• This will help us [content marketing goals]
http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20-Content_marketing_mission_statementBecome_a
10. What are “Buyer Personas”
A Buyer Persona is fictional, generalized
character that encompasses the various
needs, goals, and observed behavior
patters among real and potential
customers.
11. What are “Buyer Personas”
• Demographics – M/F, Single/Married, age, religion
• Psychographics – attitudes, aspirations, habits,
hobbies, values
• Market – Healthcare, Banking, Manufacturing
• Geography – local, regional, national, international
Inbound Methodology via Hubspot
13. What does Audience Personas
Development Determine?
• What kind of content to create
• What tone, style, and delivery strategies
you need to develop
• What topics and targets should you focus
on to help continually grow your business
• How your Content Strategy will evolve
14. So, what might your Buyer Look Like?
Repeat Client
Challenges are easily identifiable
Know how they like to communicate
Can help them communite internally
Potential Client
Need to better understand mission & brand
May have in-town and out-of-town decision makers
Multiple Entities Involved
Millennials, Gen X, and Baby Boomers make up decision
makers/influencers
Owner does not know your brand; ongoing relationship with
architect; focusing on proposed team members
16. What do your Audiences Need [Want]
to Know?
• All Content should seek to Educate, Inform, or Entertain
• Consider where your audience will consume this content
• Detailed Case Studies for Projects like mine
• How to sell your solutions to internal stakeholders
17. Strangers
Visitors
Leads
Customers
Promoters
Quality Content around broader, shareable topics that
drive visibility and engagement. Blog Articles,
Infographics, Videos.
Content that is useful and timely. Niche topics, market
specific to your offering and solution. More detailed
features/benefits; assessment tools, process documents.
Combination of content to a more defined audience
specific to audience needs. White papers, detailed project
sheets, testimonials, Calls to Action.
Custom Content that answers buyer key concerns. FAQs,
Research Studies, Ebooks, Webinars, Exclusive
Events/Workshops.
Custom Content that reinforces buying decision.
Customer-Only Events/Workshops, Loyalty Programs,
Exclusive Client-Only Content (email), Case Studies.
Stages in the Buying Cycle
23. How to Spread the Word?
• Email Blasts
• E-Newsletters
• Website Homepage/Blog/News
• Webinars
• (Organic) Social Media Posts
• Programmatic Marketing
• Digital Advertising
• On-Page/Off-Page SEO
• Employees’ Social
• Customers’ social
• Display ads
• Paid Social
• Guest Posts
• Paid Media
• Earned Media
• Offline Ads (Print)