The document outlines a content marketing strategy checklist that includes determining goals, identifying the target audience, choosing appropriate channels to reach that audience, identifying influencers, crafting the audience experience, and metrics for measurement. It emphasizes that without a clear strategy, digital marketing efforts like search ads, SEO, guest blogging and others can result in low conversions, poor engagement, and weak rankings. The checklist is meant to help marketers develop a focused approach through understanding goals, audiences, influencers, experience, and metrics.

1. CONTENT MARKETING STRATEGY
Lecture 4

2. What is the most common,
digital marketing problem?

3. How do we get more traffic?

4. ‘Scattergun approach’
• Search ads
• SEO
• Guest blogging
• Ask for links
• Press releases
• Sponsor events

5. Downsides
• Low conversions
• Poor engagement
• Shrinking community
• Weak rankings
• Poor sales
• Etc

6. Without a strategy, its hard.

7. Content Strategy Checklist
• What are our marketing / communications
goals?
• Who is our target audience?
• Which channels / media to target?
• Who are the influencers?
• What experience do we give the audience?
• How will we measure?

8. What are our goals?

9. Goals
• Traffic
• Awareness
• Sales / conversions
• Retention
• Reputation
• Social proof
• Testing

10. Who’s the audience (s)?

11. Where is our audience?

12. Where is our audience?

13. Who are our influencers?
They might not be who you think!

14. Examples of influencers
• Local Journalists
• Mainstream journalists
• Family
• Friends
• Facebook groups
• Colleagues
• Bloggers
• Etc etc etc

15. What about ‘experience’
Think branding …

16. Familiarity

17. Likeability

18. Trust

19. What are you going to measure?
You should be experts by now ;)

20. Metrics
• Links
• Shares
• Likes
• Engagement
• Reach
• Conversions
• Sales
• Etc etc etc

21. Feedback Loops
More of what works, less of what
doesn’t.

23. Content Strategy Summary
• Goal?
• Audience?
• Where?
• Experience?
• Influencers?
• Metrics?

24. Content Marketing Strategy
Workshop activity