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Grégory Nicolaidis
CEO - YouLoveWords
The Family / May 12th #16
10 rules for a Killer 

content marketing strategy
«  Content marketing is 

»
*Source : Content Marketing Academy
1. a strategic marketing approach 

2. focused on creating and distributing valuable, relevant content 

3. to attract and retain a clearly-defined audience 

4. and, ultimately, to drive profitable customer action
SETH

GODIN
Content Marketing is all 

the marketing that is left
« 
» 
1. Define your goals and KPIs
My goals & KPIs
1. Define your goals and KPIs
To remember Tools Key figure
1. Educational
Grow Brand awareness

Thought Leadership
2. Revenue generation

Lead generation

Lead nurturing
3. Customer experience
Loyalty

Customer Service
Build
your own KPI’s

Dashboard
Average website conversion
for companies with defined
goals & processes / more
than twice that of companies
without.
5.9% vs 3.8%
*Source : The digital evolution in BtoB Marketing
1. Define your goals and KPIs
Business Goal Content Objectives KPI’s
1. Educational


Grow brand awareness



Thought leadership 



• Total attention time
• Avg. finish per engaged story / Engagement rate
• Influencer mentions/shares
• Share of voice / Share of search / Top keywords



2. Revenue
generation
Lead generation 

Lead nurturing


• Lead conversions / Avg. lead score / SQLs



• Return visit rate by SQLs / Time to conversion / CPC
3. Customer
experience
Loyalty
Customer service
• Return visitor rate / Email subscription rate /…



• Rating of service tools
2. Find the nice, juicy stuff that will make people care
2. Find the nice, juicy stuff that will make people care
To remember Tools Key figure
1. Stick to your manifesto 

2. Define your brand territory
3. Fight the writer’s block
1. Online Manifesto

1000manifestos.com
2. Hubspot.com/blog-topic-
generator



3. EpicBeat

Helps you power your marketing with
trends, content and influencers that matter



4. Travel and visit museums ;-)
64% 

of consumers are driven to a
brand by shared values.
*Source : Kapost
3. Test and try different formats
Blog Post
Landing Page
Newsletter
Native Ad
Press release
Infographic Video
Social content
3. Test and try new formats
White paper
Gif
Report
Flipboard
3. Test and try new formats
To remember Tools Key Figure
1. Test, try and mix

snack content, long reads,
infographics, gifs, video,
motion.
2. Think mobile first
3. Out of the box
1. Content showroom
blog.youlovewords.com
2. WeDoData.com

for beautiful animated infographics


3. makeagif.com The average decision time to
start reading a content
2 seconds	
  

4. Don’t forget the « marketing » in content marketing
4. Don’t forget the « marketing » in content marketing
To remember Tools Key figure
1. Insert call to actions (CTA)
2. Your content must be
measurable.
3. Good content means
efficient content for your
audience, not just beautiful. 

1. Google Analytics
2. Buzzsumo 

Most popular content and where they are
shared.
3. Mailtester.com for newsletters

4. Synomia.fr for data
The average attention span
has dropped from 12
seconds in 2000 to 8
seconds today.



The average attention span
of a goldfish is 9 seconds. ~
8 seconds	
  

*Source : Statistic brain
5. Produce content consistently, even if you are a team of one
5. Produce content consistently, even if you are a team of one
To remember Tools Key figure
1. Build your content calendar
2. Estimate time and x2



3. Produce 10 content / month
1. Google Spreadsheet
to build your calendar
2. PlanTheMoment

to find inspiration
3. app.youlovewords.com
to brief your writers
For brands that create 15
blog posts per month
average
1,200	
  

new leads per month
*Source : Kapost
6. Find where your tribe is and reach out for it
6. Find where your tribe is and reach out for it
To remember Tools Key figure
1. Know your persona by ♥ 

2. Identify points of contact



3. Address your target / use
triggers



1. makemypersona.com

To build your own persona
2. Campaign Monitor
Tuesday and Thursday @10 am + automation
3. Social Networks

Our tribe in on Linkedin > So we use Pulse
4. Buzzsumo 

Most popular content and where they are
shared.

5. Ahrefs 

Database of backlinks
57% 

B2B customers are half the
way through the purchasing
process before they contact
a sales rep *
*Source : The digital evolution in BtoB Marketing
7. Use SEO, for real
7. Use SEO, for real
To remember Tools Key figure
1. SEO yes SIR !
- Respect writing rules (H1, H2, subtitle,
metatitle,)
- Use cross linking
2. Identify your keywords

With greatest search volume but lowest
competition



3. Favour natural links

Google Panda is not as cute as it seems.




1. Google adwords keyword
planner
2. Yoast, Seo «for dummies »
3. Keywordtool.io
You shouldn’t use more than
5 keywords per post in a
same article
5
8. Spy with your little eyes
8. Spy with your little eyes
To remember Tools Key figure
1. The good’old google alert
2.Socialmention.com 

A tool for monitoring mentions
3. Spyfu.com

A powerful tool that lets you view all data on
competitors’ keywords
1. Suscribe to your competitor’s
website, newsletters & social
media
2. Compare their success with
yours

3. Know what’s trending in your
field






Average daily video views on
Facebook
8 billion
« You are not alone ! »
OPTIMISE
9. Listen to the numbers and adjust accordingly
To remember Tools Key figure
1. Be obsessed with figures
2. Check them at least weekly



3. Take quick decisions






1. Google Analytics (again…)

2. Your own monthly report of
the most efficient contents
9. Listen to the numbers and adjust accordingly
10% 

Of your content will drive
90% of your traffic
*Source : Inbound writer
Create 

Engage 

Optimise
10. You are the CEO (Bitch !)
THANK YOU

THE FAMILY
Grégory Nicolaidis | CEO

www.youlovewords.com
Gregory@youlovewords.com
+33 1 53 21 21 70


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10 rules for a killer content marketing Strategy!

  • 1. Grégory Nicolaidis CEO - YouLoveWords The Family / May 12th #16 10 rules for a Killer 
 content marketing strategy
  • 2. «  Content marketing is 
 » *Source : Content Marketing Academy 1. a strategic marketing approach 
 2. focused on creating and distributing valuable, relevant content 
 3. to attract and retain a clearly-defined audience 
 4. and, ultimately, to drive profitable customer action
  • 3. SETH
 GODIN Content Marketing is all 
 the marketing that is left «  » 
  • 4. 1. Define your goals and KPIs My goals & KPIs
  • 5. 1. Define your goals and KPIs To remember Tools Key figure 1. Educational Grow Brand awareness
 Thought Leadership 2. Revenue generation
 Lead generation
 Lead nurturing 3. Customer experience Loyalty
 Customer Service Build
your own KPI’s
 Dashboard Average website conversion for companies with defined goals & processes / more than twice that of companies without. 5.9% vs 3.8% *Source : The digital evolution in BtoB Marketing
  • 6. 1. Define your goals and KPIs Business Goal Content Objectives KPI’s 1. Educational 
 Grow brand awareness
 
 Thought leadership 
 
 • Total attention time • Avg. finish per engaged story / Engagement rate • Influencer mentions/shares • Share of voice / Share of search / Top keywords
 
 2. Revenue generation Lead generation 
 Lead nurturing 
 • Lead conversions / Avg. lead score / SQLs
 
 • Return visit rate by SQLs / Time to conversion / CPC 3. Customer experience Loyalty Customer service • Return visitor rate / Email subscription rate /…
 
 • Rating of service tools
  • 7. 2. Find the nice, juicy stuff that will make people care
  • 8. 2. Find the nice, juicy stuff that will make people care To remember Tools Key figure 1. Stick to your manifesto 
 2. Define your brand territory 3. Fight the writer’s block 1. Online Manifesto
 1000manifestos.com 2. Hubspot.com/blog-topic- generator
 
 3. EpicBeat
 Helps you power your marketing with trends, content and influencers that matter
 
 4. Travel and visit museums ;-) 64% 
 of consumers are driven to a brand by shared values. *Source : Kapost
  • 9. 3. Test and try different formats
  • 10. Blog Post Landing Page Newsletter Native Ad Press release Infographic Video Social content 3. Test and try new formats White paper Gif Report Flipboard
  • 11. 3. Test and try new formats To remember Tools Key Figure 1. Test, try and mix
 snack content, long reads, infographics, gifs, video, motion. 2. Think mobile first 3. Out of the box 1. Content showroom blog.youlovewords.com 2. WeDoData.com
 for beautiful animated infographics 
 3. makeagif.com The average decision time to start reading a content 2 seconds  

  • 12. 4. Don’t forget the « marketing » in content marketing
  • 13. 4. Don’t forget the « marketing » in content marketing To remember Tools Key figure 1. Insert call to actions (CTA) 2. Your content must be measurable. 3. Good content means efficient content for your audience, not just beautiful. 
 1. Google Analytics 2. Buzzsumo 
 Most popular content and where they are shared. 3. Mailtester.com for newsletters
 4. Synomia.fr for data The average attention span has dropped from 12 seconds in 2000 to 8 seconds today.
 
 The average attention span of a goldfish is 9 seconds. ~ 8 seconds  
 *Source : Statistic brain
  • 14. 5. Produce content consistently, even if you are a team of one
  • 15. 5. Produce content consistently, even if you are a team of one To remember Tools Key figure 1. Build your content calendar 2. Estimate time and x2
 
 3. Produce 10 content / month 1. Google Spreadsheet to build your calendar 2. PlanTheMoment
 to find inspiration 3. app.youlovewords.com to brief your writers For brands that create 15 blog posts per month average 1,200  
 new leads per month *Source : Kapost
  • 16. 6. Find where your tribe is and reach out for it
  • 17. 6. Find where your tribe is and reach out for it To remember Tools Key figure 1. Know your persona by ♥ 
 2. Identify points of contact
 
 3. Address your target / use triggers
 
 1. makemypersona.com
 To build your own persona 2. Campaign Monitor Tuesday and Thursday @10 am + automation 3. Social Networks
 Our tribe in on Linkedin > So we use Pulse 4. Buzzsumo 
 Most popular content and where they are shared.
 5. Ahrefs 
 Database of backlinks 57% 
 B2B customers are half the way through the purchasing process before they contact a sales rep * *Source : The digital evolution in BtoB Marketing
  • 18. 7. Use SEO, for real
  • 19. 7. Use SEO, for real To remember Tools Key figure 1. SEO yes SIR ! - Respect writing rules (H1, H2, subtitle, metatitle,) - Use cross linking 2. Identify your keywords
 With greatest search volume but lowest competition
 
 3. Favour natural links
 Google Panda is not as cute as it seems. 
 
 1. Google adwords keyword planner 2. Yoast, Seo «for dummies » 3. Keywordtool.io You shouldn’t use more than 5 keywords per post in a same article 5
  • 20. 8. Spy with your little eyes
  • 21. 8. Spy with your little eyes To remember Tools Key figure 1. The good’old google alert 2.Socialmention.com 
 A tool for monitoring mentions 3. Spyfu.com
 A powerful tool that lets you view all data on competitors’ keywords 1. Suscribe to your competitor’s website, newsletters & social media 2. Compare their success with yours
 3. Know what’s trending in your field 
 
 
 Average daily video views on Facebook 8 billion « You are not alone ! »
  • 22. OPTIMISE 9. Listen to the numbers and adjust accordingly
  • 23. To remember Tools Key figure 1. Be obsessed with figures 2. Check them at least weekly
 
 3. Take quick decisions 
 
 
 1. Google Analytics (again…)
 2. Your own monthly report of the most efficient contents 9. Listen to the numbers and adjust accordingly 10% 
 Of your content will drive 90% of your traffic *Source : Inbound writer
  • 24. Create 
 Engage 
 Optimise 10. You are the CEO (Bitch !)
  • 25. THANK YOU
 THE FAMILY Grégory Nicolaidis | CEO
 www.youlovewords.com Gregory@youlovewords.com +33 1 53 21 21 70