2. WHAT IS CONTENT MARKETING?
Content Marketing involves
publishing branded content
on your website &
social media platforms
in order to and grow your online
audience, increase your website
traffic, acquire leads and make sales.
3. 4
BENEFITS OF AN EFFEC TIVE
C O N T E N T M A R K E T I N G S T R AT E GY
DIGITAL
ENGAGEMENT
WEBSITE
TRAFFIC
Get more likes, comments,
and shares, improving the
viral impact of your
branded content across
social networks.
Get more traffic to your
website through compelling,
keyword-optimized content that
gets found on search engines
and shared on social networks.
ONLINE
AUDIENCE
LEADS &
SALES
Get more social media
followers and email
subscribers, expanding the
reach of your content to an
increasingly large audience.
Get more qualified leads and
make more sales through
marketing that inspires trust
and funnels users through the
purchasing process.
4. 4
STATS
ON THE IMPOR TA NC E OF A
C O N T E N T M A R K E T I N G S T R AT E GY
78%
60%
80%
67%
of CMOs think custom content
is the future of marketing.
of consumers reported feeling more positive about a
company after reading custom content on its site.
of business decision-makers prefer to get company
info in a series of articles versus an advertisement.
more leads are generated each month by
companies that publish original content, vs.
companies that do not have a content strategy
S O U R C E : H U B S P OT
5. 4
STEPS T O
AN EFFECTIVE
C O N T E N T M A R K E T I N G S T R AT E GY
STEP 1
OPTIMIZE YOUR BRAND + WEBSITE
A strong content strategy begins with optimizing your brand and
website, to provide an experience that instills trust in your
prospects and funnels them through the purchasing process. In
other words, get them to like what they see once they’ve found you.
STEP 2 DEVELOP A CONTENT PLAN
Next, a content plan is developed around the needs and
interests of your target market. What information would target
customers look up on search engines? Which kinds of social
media posts will inspire them to like, click, comment and share?
Once the content types and topics have been established, a
content calendar is created to detail the publishing schedule.
6. 4
STEPS T O
AN EFFECTIVE
C O N T E N T M A R K E T I N G S T R AT E GY
STEP 3 CREATE, PUBLISH + PROMOTE CONTENT
The content calendar specifies which pieces will go out each day
and which social networking tactics will be executed to promote
your content and grow your social media following. This can include
techniques such as: keyword monitoring, group participation,
follower campaigns, and targeted social media ads.
STEP 4 REPORT ON SUCCESS + REFINE THE PLAN
A monthly report is provided to give a snapshot of your growth on
each social network month over month. Depending on your needs, a
more robust monthly report can be developed to give deeper insight
on how social media engagement and search engine optimization tied
to your monthly website traffic and sales. Metrics on which pieces of
content generated the most engagement and traffic then help inform
the following month’s content calendar.
7. SAMPLES
BRAND DESIGN
Stylized Font
HEADLINE FONT
BODY FONT BOLD
BODY FONT LIGHT
JOHNNY’S AMERICAN BAKERY (CURITIBA, BRAZIL)
BRAND IDENTITY DESIGN: LOGO, SYSTEM OF ICONS + FONTS
10. SAMPLES
C O N T E N T C R E AT I O N
BLOG ARTICLES: LONG FORM, SEO-OPTIMIZED ARTICLES
MATHSP (ATLANTA, GA)
SPECTACLED MARKETER (NEW YORK, NY)
BLOG IMAGE DESIGN
BLOG IMAGE DESIGN
11. SAMPLES
C O N T E N T C R E AT I O N
LISTICLES: SHORT-FORM, VISUAL, LIST-FORM ARTICLES
SPECTACLED MARKETER (NEW YORK, NY)
SPECTACLED MARKETER (NEW YORK, NY)
ARTICLE WRITING, IMAGE DESIGN + PUBLISHING
ARTICLE WRITING, IMAGE DESIGN + PUBLISHING
12. SAMPLES
C O N T E N T C R E AT I O N
SOCIAL POSTS: FUN FACTS, INSPIRATIONAL QUOTES, QUICK TIPS, ETC.
SPECTACLED MARKETER (NEW YORK, NY)
CONTINENTAL BEAUTY SCHOOLS (NY)
IMAGE DESIGN + PUBLISHING
IMAGE DESIGN + PUBLISHING
13. SAMPLES
C O N T E N T C R E AT I O N
SOCIAL POSTS: PROMOTIONAL ANNOUNCEMENTS, DISCOUNTS, OFFERS
JOHNNY’S BAKERY(CURITIBA, BRAZIL)
CONTINENTAL BEAUTY SCHOOLS (NY)
IMAGE DESIGN + PUBLISHING
IMAGE DESIGN + PUBLISHING
14. SAMPLES
C O N T E N T C R E AT I O N
SOCIAL POSTS: VOTES AND POLLS, LIKE/COMMENT TO PARTICIPATE
JOHNNY’S BAKERY (CURITIBA, BRAZIL)
CONTINENTAL BEAUTY SCHOOLS (NY)
IMAGE DESIGN + PUBLISHING
IMAGE DESIGN + PUBLISHING
15. SAMPLES
C O N T E N T C R E AT I O N
SOCIAL CONTESTS: FACEBOOK LIKE/COMMENT TO ENTER, PINTEREST PIN TO WIN
JOHNNY’S BAKERY (CURITIBA, BRAZIL)
GG BAILEY (CALHOUN, GA)
IMAGE DESIGN + PUBLISHING, PROMOTION ADMIN
IMAGE DESIGN + PUBLISHING, PROMOTION ADMIN
16. SAMPLE
CONTENT CALENDAR
QUOTE #1
CONTEST #1
BLOG #1
PROMO #1
BLOG #2
LISTICLE #2
VOTE #1
CONTEST #2
TIP #1
LISTICLE #3
BLOG #3
CONTEST #3
PROMO #2
POLL #2
CONTEST #4
LISTICLE #4
QUOTE #2
BLOG #4
TIP #2
BLOG
LISTICLE #1
VOTE #2
BLOG #5
LISTICLE #5
CONTEST #5
LISTICLE
QUOTE/TIP
PROMO
POLL #1
POLL/VOTE
CONTEST
17. TACTICS
SOCIAL NETWORKING
ORIGINAL CONTENT PUBLISHING
Publish original content at least 3 times a week, per the content calendar. If
content exists on website, include a link in addition to social post image.
THIRD PARTY CONTENT POSTING
In between original content, share third-party content relevant to your target audience.
This provides additional education to your audience while allowing you to network with
other influencers in your industry.
GROUP PARTICIPATION
Join and participate in groups related to your target audience. Share your original
content to these groups and comment on other members’ contributions.
FOLLOWING & ENGAGING
Follow industry influencers and individuals in your target audience to encourage them to
follow you back. Share their content or answer their questions to build a dialogue and
increase your exposure to new audiences.
TARGETED ADVERTISING
Set up targeted ads on each social network, to drive audience growth, engagement with
your original content and traffic to your website.
18. NEXT STEPS
STEP 1 SCHEDULE AN INITIAL PHONE CALL
TO UNDERSTAND YOUR CURRENT SITUATION, GOALS, AND BUDGET
STEP 2: DISCUSS PROPOSAL AND CONTENT IDEAS
BRAND AND WEBSITE RECOMMENDATIONS
CONTENT IDEAS AND BRANDED SAMPLES
HYPOTHETICAL CONTENT CALENDAR
SERVICE AND PRICING OPTIONS
STEP 3: LAUNCH THE DIGITAL MARKETING PLAN
OPTIMIZE BRAND AND WEBSITE EXPERIENCE (PER NEEDS)
FINALIZE CALENDAR AND CONTENT TEMPLATES
CREATE AND PUBLISH CONTENT PER CALENDAR
EXECUTE NETWORKING TACTICS PER CALENDAR
REPORT ON MONTHLY METRICS + REFINE PLAN
