Here are 11 tips for creating a successful financial content strategy that I presented at Content Marketing World 2013.

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Developing a Financial
Content Strategy that Works
Kevin Cain
Director of Content Strategy, OpenView Venture Partners

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A Quick Introduction…
Managing Editor Director of
Content Strategy
Lowly Minion
Writer/Editor
Senior
Writer/Editor
Copyeditor

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A Quick Introduction…
Posts
3,000
eBooks, Reports
& Case Studies
50
Fans
20,000
Page Views
140,000
Views on
YouTube
125,000
Subscribers
25,000

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Director of Content Strategy
Managing Editor Content Marketing Specialist

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What I’ve Learned (So Far)

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1. Get Sharply Focused
Make Your Best
Current Customer
Your Target
Start with
One Segment
Look for Your
Best Customer in
that Segment

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OpenView’s Target Segment OpenView’s Target Buyer
B2B software companies
At the expansion stage
($2 million to $20 million
in annual revenue)
Selling to North
American customers
Founders / CEOs
Key board members
and investors
Key management
team members

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Unaware
Research PurchaseInterestLeverage
Point
Leverage
Point
1. Get Sharply Focused
Concerns
Motivations
Needs
Pain Points
Buyer Characteristics Buyer Journey

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2. Hire a Managing Editor
Excellent writer and editor
Project manager
Knows SEO
Online marketing experience
Social media enthusiast
Analytics guru
Strategist

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3. Build a Content Creation Community
InfluencersFreelancers Co-workers
Fans,
Followers &
Subscribers

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3. Build a Content Creation Community

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3. Build a Content Creation Community
InfluencersFreelancers Co-workers
Fans,
Followers &
Subscribers

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4. Create High-Impact Content
Reflects Your Deep
Understanding
of Your Buyers
Optimized
For Search
Drives
Conversions
Promotes
Engagement
And Virality
Demonstrates
Your Brand
Aspirations

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Key Learning
What I think is great often fails, and what I think
is just OK sometimes turns out to be great.
Publish your content and then keep your eyes
and ears open to see how the market responds!

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4. Create High-Impact Content
2,200
votes
over
263
Tweets
240
Likes
18Comments

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5. Repurpose, Repackage, and Recycle

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5. Repurpose, Repackage, and Recycle

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6. Focus on Conversions
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7. Amplify Your Content Through Multiple Points of Contact
Website
Social Media
Industry
Influencers
Partners for
Co-Marketing
Paid Channels
Campaigns
Relationship
MarketingTexts, E-mails,
Calls, Etc.
E-newsletter
Content

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7. Amplify Your Content Through Multiple Points of Contact

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8. Establish a Content Rhythm
Daily
2-3 Blog Posts
1 Article
Weekly
3 Videos
1 Podcast
Quarterly
2 eBooks
5 Webinars2 Reports
1 Case Study 1 Infographic

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9. Institutionalize Your Content Marketing

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10. Measure What You Do
Content
Delivery
Content
Creation
Impressions Conversions
Web
Performance

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11. Hold Frequent Retrospectives

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To Recap…
1. Get Sharply Focused
2. Hire a Managing Editor
3. Build a Content Creation Community
4. Create High-Impact Content

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To Recap…
5. Repurpose, Repackage, and Recycle
6. Focus on Conversions
7. Amplify Your Content Through
Multiple Points of Contact

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To Recap…
8. Develop a Content Rhythm
9. Institutionalize Your Content Marketing
10. Measure What You Do
11. Hold Frequent Retrospectives

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Check Out our New eBook About Content Marketing
www.contentfactoryebook.com

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Q & A