Search and social discovery drive engagement, so good content underpins both natural search visibility and social media marketing. Content marketing is about providing the content your customers are looking for, and a well executed strategy will attract prospects and convert them to leads and ultimately customers. Your content should answer questions prospects have about your product. It should inform and educate. It should inspire and reinforce your brand. And most importantly it should have a well defined purpose. This presentation provides a simple framework for building a content marketing strategy for your business.

1. Framework for Developing a
Content Marketing Strategy
“Content marketing is the only marketing left”
- Seth Godin

2. What is Content Marketing?
• Online advertising interrupts customers as
they browse the web and consume content.
• Content marketing is about providing the
content customers are looking for…
It answers their questions about your product
It informs and educates
It inspires and reinforces your brand
It takes many forms: video, text, images, features
It has a well defined purpose.

3. Why Content Marketing?
• The web has changed
consumer behaviour
– Search & Social Discovery
drive engagement Content
• Good content underpins both
natural search visibility and
Engagement
social media marketing
• A well executed content
strategy attracts prospects and Conversion
converts them to leads

4. Framework for Creating a CM Strategy
Define
Define Define Define Define Define
Customer
Audience & Business Content Content Conversion
Journey
Buying Cycle Goals Requirements Promotion Events
(the funnel)

5. Define Audience & Buying Cycle
• Define the persona/profile of your target
customers
• Demographics/Pyschographics
• Behaviours
• Specific needs through the buying process
• Preferred channels and modes
• Define the buying cycle
• Include timelines, triggers and goals
Awareness Interest Consideration Purchase Retention Advocacy

6. Define Business Goals
•Define short and long term
goals for the website
•Be specific with measurable
outcomes which reflect
goals

7. Define Customer Journey (the funnel)
• The funnel defines how to reach prospects, turn
them into leads and ultimately customers
• Must reflect the buying cycle and the persona’s
of our typical customer, their needs and goals
• Define how prospects and leads will be converted
Serve prospects Positive
Convert to regular Ongoing
Attract prospects and establish Close sale Net
newsletter Engagement
trust Promoter

8. Define Content Requirements
• Define what content is required at each stage
of the funnel, and how this will meet the
needs and intent of prospects, leads and
customers at different stages of the customer
journey
• What are the themes and messages we want
to convey, and what tone and voice will be
used
• Define what forms the content will take
• Define how the content will be resourced

9. Define Content Promotion
•Define channels for promotion
and distribution, reflecting the
persona preferences of the target
market…
•Social media
•Search
•Paid discovery

10. Define Conversion Events
•Define the conversion events and
measurements around content
types
•Be clear how the efficacy of the
funnel will be measured and how
this is linked to business goals