Presentation to PodCamp Pittsburgh 2016, presented jointly by Patty Swisher and Andrew Opalinski.

1. Content Marketing
Building the Bridge to
Success
Spread the Word:

2. What is Content
Marketing?
Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly-defined
audience — and, ultimately, to drive profitable customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/

3. Brand
Purpose
What
Customers
Want
Content Marketing
happens…
http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them
Content
Marketing

4. 4 Steps to a Content Strategy
1. Setting Objectives
2. Defining Buyers & Audience Needs
3. Execution & Amplification Plan
4. Measurement & Metrics

5. Setting
Content Strategy
Objectives
1

6. What is your Content Marketing Mission?
• Become a destination for [target
audience] interested in [topics]. To help
them [customer value]
• This will help us [content marketing goals]
http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20-Content_marketing_mission_statementBecome_a

7. Objectives
Why are you doing
this at all?

8. What might my content include?

9. Defining Buyers’
and Audience
Needs
2

10. What are “Buyer Personas”
A Buyer Persona is fictional, generalized
character that encompasses the various
needs, goals, and observed behavior
patters among real and potential
customers.

11. What are “Buyer Personas”
• Demographics – M/F, Single/Married, age, religion
• Psychographics – attitudes, aspirations, habits,
hobbies, values
• Market – Healthcare, Banking, Manufacturing
• Geography – local, regional, national, international
Inbound Methodology via Hubspot

12. What are “Buyer Personas”
Inbound Methodology via Hubspot

13. What does Audience Personas
Development Determine?
• What kind of content to create
• What tone, style, and delivery strategies
you need to develop
• What topics and targets should you focus
on to help continually grow your business
• How your Content Strategy will evolve

14. So, what might your Buyer Look Like?
Repeat Client
Challenges are easily identifiable
Know how they like to communicate
Can help them communite internally
Potential Client
Need to better understand mission & brand
May have in-town and out-of-town decision makers
Multiple Entities Involved
Millennials, Gen X, and Baby Boomers make up decision
makers/influencers
Owner does not know your brand; ongoing relationship with
architect; focusing on proposed team members

15. Research
Audience Needs

16. What do your Audiences Need [Want]
to Know?
• All Content should seek to Educate, Inform, or Entertain
• Consider where your audience will consume this content
• Detailed Case Studies for Projects like mine
• How to sell your solutions to internal stakeholders

17. Strangers
Visitors
Leads
Customers
Promoters
Quality Content around broader, shareable topics that
drive visibility and engagement. Blog Articles,
Infographics, Videos.
Content that is useful and timely. Niche topics, market
specific to your offering and solution. More detailed
features/benefits; assessment tools, process documents.
Combination of content to a more defined audience
specific to audience needs. White papers, detailed project
sheets, testimonials, Calls to Action.
Custom Content that answers buyer key concerns. FAQs,
Research Studies, Ebooks, Webinars, Exclusive
Events/Workshops.
Custom Content that reinforces buying decision.
Customer-Only Events/Workshops, Loyalty Programs,
Exclusive Client-Only Content (email), Case Studies.
Stages in the Buying Cycle

18. Execution &
Amplification
3

19. Planning Templates

20. Excel Spreadsheet/Google Docs

21. Example - Content Planning

22. Amplification

23. How to Spread the Word?
• Email Blasts
• E-Newsletters
• Website Homepage/Blog/News
• Webinars
• (Organic) Social Media Posts
• Programmatic Marketing
• Digital Advertising
• On-Page/Off-Page SEO
• Employees’ Social
• Customers’ social
• Display ads
• Paid Social
• Guest Posts
• Paid Media
• Earned Media
• Offline Ads (Print)

24. Across all Social Media

25. Email Marketing

26. Through Your Website Blog

27. Compiled Digital Media Kit

28. Measurement
& Metrics
4

29. Consumption
Metrics
Sharing
Metrics
Lead
Generation
Metrics
Sales
Metrics
http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Four
Types of
Content
Metrics

30. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Consumption Metrics
How many people viewed, downloaded or listened to this content?
Help you measure Brand Awareness and Website
Traffic
• Page/Video Views
• Downloads
• Social Chatter

31. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Sharing Metrics
How often is this content shared?
Help you measure Brand Awareness
and Engagement
• Likes, Shares, +1s, Pins
• Forwards

32. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Lead Gen Metrics
How often does content consumption result in a lead?
Help you measure Lead Generation, Lead
Nurturing, and Engagement
• Form Completion and Downloads
• Email Subscriptions
• Blog Subscriptions
• Blog Comments

33. http://www.convinceandconvert.com/content-marketing/a-field-guide-to-the-4-types-of-content-marketing-metrics/
Sales Metrics
Did we actually make any money because of this content?
How you measure customer acquisition and
sales goals
• Online Sales
• Offline Sales
• Google Analytics

34. Summary

35. 4 Steps to a Content Strategy
1. Setting Objectives
2. Defining Buyers & Audience Needs
3. Execution & Amplification Plan
4. Measurement & Metrics

36. Sources:
• http://contentmarketinginstitute.com/what-is-content-marketing/
• http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-
strategy-43549981/11-Put_Your_CustomersNeeds_FirstMake_them
• 2015 B2B Content Marketing Trends – North America: Content Marketing
Institute/Marketing Profs
• Curata.com
• Inbound Methodology via Hubspot
• http://www.convinceandconvert.com/content-marketing/a-field-guide-to-
the-4-types-of-content-marketing-metrics/

37. Questions?