A well crafted content marketing strategy helps businesses to become discoverable, to create a loyal following, to establish a clear brand positioning and to generate leads among other benefits. This presentation is one of others to come that will provide any marketer, entrepreneur or business owner with tools to get started with a content marketing strategy.

1. CREATING A CONTENT
MARKETING STRATEGY
N P M A R K E T I N G C O N S U L T I N G | @ N P O R R A S H
N A T H A L I A P O R R A S . C O M
B Y N A T H A L I A P O R R A S , M B A

2. THE ROAD AHEAD
READ ON
1 Set a foundation for CM
2 Social media distribution
3 Build a campaign
4 Measure and adjust
5. Key insights
AGENDA

3. SETTING A FOUNDATION FOR
CONTENT MARKETING
“The best marketing doesn’t feel like marketing.“
“Content is king, but distribution is queen. And she wears the
pants.“
“When creating content, be the best answer on the
internet.“
Tom Fishburne, Founder and CEO Marketoon Studios
Jonathan Perelman, Buzzfeed
Andy Crestodina, Co-Founder of Orbit Media
What is
Content
Marketing?
What is
Content
Marketing?

4. SETTING A FOUNDATION FOR
CONTENT MARKETING
Content Marketing is the creation and sharing of content using current and highly
relevant high-quality content that speaks directly to the target audience.
What is
Content
Marketing?
What is
Content
Marketing?
e-newsletters Blogs videos infographics and more...

5. SETTING A FOUNDATION FOR
CONTENT MARKETING
Content Marketing helps a brand to become
more discoverable and to establish a clear brand
personality.
Not only does CM help to engage with
followers and generate leads, but it also helps
with SEO ranking
What is
Content
Marketing?
What is
Content
Marketing?
credit: Kuno creative image
Takeaway: Use content marketing when seeking to
reposition a brand

6. SETTING A FOUNDATION FOR
CONTENT MARKETING
Traditional advertising vs. Content Marketing
What is
Content
Marketing?
How is
Content Marketing
different?
Interruptive
expensive
often ignored
Seeked-out by consumer
educational
provides value
advertisingis: ContentMarketingis

7. STEPS TO BUILDING A CONTENT
MARKETING STRATEGY
What is
Content
Marketing?
Build
A content marketing
plan
Define objectives
in building a CMS
Know your
brand's values
Segment the industry
and define your
target audience
*For more info on a CMS Framework
customer acquisition
loyal following
brand awareness
Choose your
distribution channels
Create a
Content Marketing
Calendar
Measure results &
adjust tactics
know where your
audience seeks-out
content
use all analytics and data
to adjust your tactics
What defines you?
What is your story?
your essence!
Select topics, tone,
frequency, channels, and
platform for content
calendar

8. STEPS TO BUILDING A CONTENT
MARKETING STRATEGY
What is
Content
Marketing?
Build
A content marketing
plan
* TO LEARN ON CONVERSION GOALS VISIT: SHORT GUIDE TO SOCIAL MEDIA ROI
What is your company looking to achieve with content marketing?
-Reposition a brand
-Create a loyal following
-Increase brand awareness
-Acquire new customers
-Build credibility
Define your objectives
Base your plan of action on
these objectives
The KPI's used later-on will
measure all defined objectives

9. STEPS TO BUILDING A CONTENT
MARKETING STRATEGY
What is
Content
Marketing?
Build
A content marketing
plan
*For more info on a CMS Framework
Know your brand's values
What does your brand represent in consumers minds?
Think about your story & how you're going to tell it...
Innovative
funLeadership
Trend-setter
Sustainable

10. STEPS TO BUILDING A CONTENT
MARKETING STRATEGY
What is
Content
Marketing?
Build
A content marketing
plan
1. Segment your industry by demographics, lifestyle, income, age, ethnicity etc
2. Select which segment you will target immediately & leave aside segments
that your will grow into in the near future
3. Get to know well your current target audience (or the segment you chose
to target immediately)
4. Create a persona that you will target
Segmentation & Targeting

11. STEPS TO BUILDING A CONTENT
MARKETING STRATEGY
What is
Content
Marketing?
Build
A content marketing
plan
Before you choose your distribution channels, you need to know these well
Choose your distribution channels
-How does your target audience interact with each channel?
-Where does your target audience hang-out?
-What are the characteristics of each channel? i.e: Visual-centric,
educational/informative, fun, video-driven
Questions you need to answer

12. STEPS TO BUILDING A CONTENT
MARKETING STRATEGY
What is
Content
Marketing?
Build
A content marketing
plan
A simple content marketing calendar example
Frequency
Tone & voice
Objective
Type of content
Topics
2 times /wk 2 times /wk
story-telling through visuals:
modern, hip with a dash of
sustainability
laid-back & fun
Corporate voice with a hint of
values shining thru
business focused: i.e:
marketing, operations, finance
i.e: "How to keep sustainability
while maintaining costs down"
3 times /wk 1 time/wk
Build awareness &
Credibility
on-brand curated articles + blog
posts + some visuals
Get influencers to back the
brand and help to increase
brand awareness
sharing of content by influencers
that are relevant to brand.
Play on lifestyle of brand thru
boards + option to buy = establish
brand + drive traffic to website
Infographics + pro pics+
lifestyle visuals
Increase brand
awareness
Promoted posts + photos +
curated articles + blogs
relevant topics to target
audience:
i.e: sustainable living,
environmental fashion, jaw-
dropping nature places
Sustainable fashion trends,
environmental fashion,
making a difference in the
world topics
Example: a fictitious online trendy environmental fashion brand
sustainable fashion, events and
backing of philosophies
Statement making & news
worthy voice.

13. MEASURE AND ADJUSTWhat is
Content
Marketing?
Build
A content marketing
plan
Measure results & adjust tactics
Use your previously set objectives and use some Key Performance
Indicators to monitor your efforts & adjust wherever necessary
Some KPI's to use
How many people read/download content
(length of visits, number of unique
visitors), SEO ranking
Form completions & downloads, email
subscription, blog comments
Online orders, new customers
Consumption metrics:
Engagement & Loyalty:
Likes, shares, comments, retweets,
favourites, fans, pins, followers
Lead Generation
Lead generation metrics:
Conversion:

14. KEY INSIGHTSWhat is
Content
Marketing?
Build
A content marketing
plan
Some key insights to apply in your Content Marketing Strategy
source: sales benchmark index
Apply the 4-1-1 rule

15. KEY INSIGHTSWhat is
Content
Marketing?
Build
A content marketing
plan
A look at your Digital Ecosystem
Image source: Social
Media Today

16. Need help on your road to Content
Marketing?
Contact-us! We're here to help