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How to Create a Content
Marketing Strategy in 7
Steps
How to Create a
Content Marketing
Strategy in 7 Steps
We are way too smart
and very busy
We know what we want
and we want it now
We’re not
interested in the
“hard” sales pitch
but we are interested in how you
can help us, inspire us or…make
us laugh
we’re you
today’s consumers
So, how can we
get your
attention?
And interest you
in what we have
to say, sell or do?
It’s simple
really….Start a
conversation
Get to know me and
figure out how you
can help me in some
way
Write great
stories filled with
really interesting
information
Turn them into
videos, slide shares
& webinars…
…and make sure I
find them and
see them on the
Web
Impress me
I’ll learn to
trust you
and before long…
We’ll find ourselves
in a happy
committed
relationship
It’s called Content
Marketing
Here’s “how it
works”
step One
Define Clear
Objectives
Understanding your
business goals seems like
a no brainer
But its not
What are your goals for your
content marketing strategy?
Do you want to generate
leads?
Or interest in your
products or services?
Do you want to build your
social communities?
Or ...
Clearly define your
objectives and write
them down. Everything
else is driven from these
goals.
step two
Develop a Core Message
What’s your story?
Why are you in
business?
More importantly, why should we buy
your products or services?
Write down one
main message,
along with a
couple of
smaller ones
that are related
These will become the guiding
principles for the creation of all
of your content
step three
Target Your
Audience
The truth about marketing is if you
target everyone, you will hit no one
The truth about marketing is if you target
everyo...
Create fictional
representations of your ideal
customer
By actually talking to
customers…
These are called
Buyer Personas
Learn everything you can about
your audience (their age,
personality, education level etc.)
Give him/her a name
and even a picture
These personas will be
used to help you create
targeted content
Step Four
Develop a Content
Creation Plan
Different people consume and
process information in different
ways
Keep this in mind as you put
together your content plan
Once you’ve defined your personas,
create a keyword list based on your
buyer persona’s common search
terms
Identify which types of
content your buyer personas
like best
Focus your content creation efforts based on
what problems your personas are trying to
solve and which type of content mak...
Here’s what’s
working in content
marketing
Your Blog is the heart and
soul of your content
marketing strategy
Your blog fuels social
media search engine
optimization & the
sales process
Blogs are owned by you which
means you control them and their
message
Blogs are search friendly
Once you’ve decided
what content to
create, put together a
schedule and map it
out using a content
planning worksheet
Here is a worksheet
example from Hubspot
Some content carries more
weight than others
For example, a 30 page
eBook or a 2 minute video
weighs more than a blog
It’s also known as a
“content pillar”
This content pillar consists of your main
piece of content and an “arsenal” of
smaller pieces that support it
It can be a slide share, an
eBook, a webinar – any
significant piece of content
that holds a lot of weight
A content pillar strategy ensures
you’re reaching your targeted
personas via multi formats on
various social channels
Step Five
measure, measure,
measure
Establish up front what
your Key Performance
Indicator’s (KPI’s) are, so
that you what to measure
KPI’s could be the number of
new email subscribers, or
completed registration forms,
sales increases, etc.
What content is
engaging and what isn’t?
What content is
engaging and what
isn’t?
Focus on 4 primary
metrics:
1. Consumption
2. Sharing
3. Lead Generation
4. Sales
1. Consumption Metric:
How many people consumer
your content?
2. Sharing Metric:
How often do your
customers/prospects share your
content?
3. Lead Generation Metric:
How many leads are you
generating?
4. Sales Metric:
How many customers
are you generating?
Step Six
Amplify Your Content Through
Content Distribution Channels
Many people believe that
because they are creating
& publishing content,
people will see it
Most likely, they won’t
This is where a strong distribution
strategy comes into play
This is where a strong
distribution strategy
comes into play
You need a plan that support a custom
approach to each channel. You never
want to “spray and pray”
There are lots of ways
to distribute your
content
Step Seven
Dvelop a Define Social
Media Marketing Plan
“Content is Fire. Social Media is
Gasoline.” – Jay Baer
Being successful on Facebook,
Twitter or Instagram involves more
than just posting cool pictures or
quotes
It’s critical to have a clear social
media strategy in place
Where does your audience
hang out? (Pew has some good
research on this)
Define your
channels. Each
channel has a
specific
demographic
Create measurable
objectives for each
channel
Create measureable
objectives for each channel
Pick you posting
strategy (content,
tone, frequency,
messaging)
Start with 5
basic types of
social updates:
Links
Images
Quotes
Updates
reshares
Remember,
social media
is a 2 way
street. Make
sure you
“listen” as
much as you
“talk”
Define your
influencer list:
Definition: blogger,
competitor, or media
organization creating
content of interest to
your t...
Find influencers by
tracking keywords in
Google Alerts,
authors in industry
trade publications &
those talking about
the t...
Now get the
attention of your
influencers by sharing
their content on your
social media
platforms
It’s a win-win for everybody.
You get more content to feed
the “social media beast” and
your influencer’s content gets
spr...
How to Create a Content M
Strategy in 7 Steps:
1. Define Clear Objectives
2. Develop a Core Messag
3. Target Your Audience...
More about me (Cindy Frei):
I am a marketing professional with more than 15 years
experience building customer relationshi...
How to Create a Content Marketing Strategy in 7 Steps
How to Create a Content Marketing Strategy in 7 Steps
How to Create a Content Marketing Strategy in 7 Steps
How to Create a Content Marketing Strategy in 7 Steps
How to Create a Content Marketing Strategy in 7 Steps
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How to Create a Content Marketing Strategy in 7 Steps

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If you're new to content marketing and are lost like many people are, then I'm hoping this slideshare will help you understand at least the basics of putting together a content marketing strategy. If anything, I hope you like the images and they make you smile - they certainly did for me.

Content Marketing is a beast! It's like a giant puzzle and until you get your arms wrapped around it, it can be very overwhelming. I've tried to outline the most important steps to get you started. If you are more of a visual person and need a real life scenario to really understand it, then you might want to check out another shorter slideshare I created (it's only 9 slides I swear), called "Content Marketing Visualized in 9 Slides". If you're still confused, I'll be breaking this down into further baby steps, so stay tuned.

Thanks,

Cindy

Publié dans : Business
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How to Create a Content Marketing Strategy in 7 Steps

  1. 1. How to Create a Content Marketing Strategy in 7 Steps How to Create a Content Marketing Strategy in 7 Steps
  2. 2. We are way too smart
  3. 3. and very busy
  4. 4. We know what we want
  5. 5. and we want it now
  6. 6. We’re not interested in the “hard” sales pitch
  7. 7. but we are interested in how you can help us, inspire us or…make us laugh
  8. 8. we’re you
  9. 9. today’s consumers
  10. 10. So, how can we get your attention?
  11. 11. And interest you in what we have to say, sell or do?
  12. 12. It’s simple really….Start a conversation
  13. 13. Get to know me and figure out how you can help me in some way
  14. 14. Write great stories filled with really interesting information
  15. 15. Turn them into videos, slide shares & webinars…
  16. 16. …and make sure I find them and see them on the Web
  17. 17. Impress me
  18. 18. I’ll learn to trust you
  19. 19. and before long…
  20. 20. We’ll find ourselves in a happy committed relationship
  21. 21. It’s called Content Marketing
  22. 22. Here’s “how it works”
  23. 23. step One
  24. 24. Define Clear Objectives
  25. 25. Understanding your business goals seems like a no brainer
  26. 26. But its not
  27. 27. What are your goals for your content marketing strategy?
  28. 28. Do you want to generate leads? Or interest in your products or services? Do you want to build your social communities? Or help customers get the most from your products? Are you looking for more name recognition and thought leadership?
  29. 29. Clearly define your objectives and write them down. Everything else is driven from these goals.
  30. 30. step two
  31. 31. Develop a Core Message
  32. 32. What’s your story?
  33. 33. Why are you in business?
  34. 34. More importantly, why should we buy your products or services?
  35. 35. Write down one main message, along with a couple of smaller ones that are related
  36. 36. These will become the guiding principles for the creation of all of your content
  37. 37. step three
  38. 38. Target Your Audience
  39. 39. The truth about marketing is if you target everyone, you will hit no one The truth about marketing is if you target everyone, you will hit no one
  40. 40. Create fictional representations of your ideal customer
  41. 41. By actually talking to customers…
  42. 42. These are called Buyer Personas
  43. 43. Learn everything you can about your audience (their age, personality, education level etc.)
  44. 44. Give him/her a name and even a picture
  45. 45. These personas will be used to help you create targeted content
  46. 46. Step Four
  47. 47. Develop a Content Creation Plan
  48. 48. Different people consume and process information in different ways
  49. 49. Keep this in mind as you put together your content plan
  50. 50. Once you’ve defined your personas, create a keyword list based on your buyer persona’s common search terms
  51. 51. Identify which types of content your buyer personas like best
  52. 52. Focus your content creation efforts based on what problems your personas are trying to solve and which type of content makes them stop, click and consume
  53. 53. Here’s what’s working in content marketing
  54. 54. Your Blog is the heart and soul of your content marketing strategy
  55. 55. Your blog fuels social media search engine optimization & the sales process
  56. 56. Blogs are owned by you which means you control them and their message
  57. 57. Blogs are search friendly
  58. 58. Once you’ve decided what content to create, put together a schedule and map it out using a content planning worksheet
  59. 59. Here is a worksheet example from Hubspot
  60. 60. Some content carries more weight than others
  61. 61. For example, a 30 page eBook or a 2 minute video weighs more than a blog
  62. 62. It’s also known as a “content pillar”
  63. 63. This content pillar consists of your main piece of content and an “arsenal” of smaller pieces that support it
  64. 64. It can be a slide share, an eBook, a webinar – any significant piece of content that holds a lot of weight
  65. 65. A content pillar strategy ensures you’re reaching your targeted personas via multi formats on various social channels
  66. 66. Step Five
  67. 67. measure, measure, measure
  68. 68. Establish up front what your Key Performance Indicator’s (KPI’s) are, so that you what to measure
  69. 69. KPI’s could be the number of new email subscribers, or completed registration forms, sales increases, etc.
  70. 70. What content is engaging and what isn’t? What content is engaging and what isn’t?
  71. 71. Focus on 4 primary metrics: 1. Consumption 2. Sharing 3. Lead Generation 4. Sales
  72. 72. 1. Consumption Metric: How many people consumer your content?
  73. 73. 2. Sharing Metric: How often do your customers/prospects share your content?
  74. 74. 3. Lead Generation Metric: How many leads are you generating?
  75. 75. 4. Sales Metric: How many customers are you generating?
  76. 76. Step Six
  77. 77. Amplify Your Content Through Content Distribution Channels
  78. 78. Many people believe that because they are creating & publishing content, people will see it
  79. 79. Most likely, they won’t
  80. 80. This is where a strong distribution strategy comes into play This is where a strong distribution strategy comes into play
  81. 81. You need a plan that support a custom approach to each channel. You never want to “spray and pray”
  82. 82. There are lots of ways to distribute your content
  83. 83. Step Seven
  84. 84. Dvelop a Define Social Media Marketing Plan
  85. 85. “Content is Fire. Social Media is Gasoline.” – Jay Baer
  86. 86. Being successful on Facebook, Twitter or Instagram involves more than just posting cool pictures or quotes
  87. 87. It’s critical to have a clear social media strategy in place
  88. 88. Where does your audience hang out? (Pew has some good research on this)
  89. 89. Define your channels. Each channel has a specific demographic
  90. 90. Create measurable objectives for each channel Create measureable objectives for each channel
  91. 91. Pick you posting strategy (content, tone, frequency, messaging)
  92. 92. Start with 5 basic types of social updates: Links Images Quotes Updates reshares
  93. 93. Remember, social media is a 2 way street. Make sure you “listen” as much as you “talk”
  94. 94. Define your influencer list: Definition: blogger, competitor, or media organization creating content of interest to your target audience.
  95. 95. Find influencers by tracking keywords in Google Alerts, authors in industry trade publications & those talking about the topic on twitter
  96. 96. Now get the attention of your influencers by sharing their content on your social media platforms
  97. 97. It’s a win-win for everybody. You get more content to feed the “social media beast” and your influencer’s content gets spread far and wide
  98. 98. How to Create a Content M Strategy in 7 Steps: 1. Define Clear Objectives 2. Develop a Core Messag 3. Target Your Audience 4. Create a Content Creati 5. Measure, Measure, Me 6. Amplify Your Content Yo Distribution Channels 7. Develop a Defined Soci Plan
  99. 99. More about me (Cindy Frei): I am a marketing professional with more than 15 years experience building customer relationships through integrated marketing strategies, which help businesses or organizations acquire new clients or deepen relationships with existing ones. A storyteller at heart, I combine the art of creation with business acumen and new technology fluency to drive business goals. To learn more about.me/cindyfrei

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