Panel Presentation to Master Builders Association of Western PA, Patty Swisher, Andrew Opalinski, Katie Stern, Bradd Celidonia

1. Content Strategy
Creating a
Master Builders Association of Western PA - 2016

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. IF you have a
documented strategy
Content Marketing
works if it is Useful,
Inspirational and
Motivational
Jay Baer
Convince & Convert

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

5. 4 Steps to a Content Strategy
1. Setting Objectives
2. Defining Buyers & Audience Needs
3. Execution & Amplification Plan
4. Measurement & Metrics

6. Setting Content Strategy Objectives
1

7. 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

8. Objectives
Why are you doing
this at all?

9. Unique Selling Proposition
Competitive Differentiator
“What is Your ONE thing?”

10. Unique Selling Proposition
A strong unique selling proposition
lets you to stand apart from your
competitors and actively focus your
energy on creating things that cater
to your ideal customers.

11. Define Buyer Personas
2

12. 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.
Can be defined by
• Role
• Challenges/Motivations
• Industry
• Goals
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. The Early Years

30. Google Social Acquisitions (organic)

31. Facebook

32. LinkedIn

33. Integrated Social Media Management and Analytics Tool

34. Integrated Social Media Management and Analytics Tool

35. Google Adwords – PCP. Don’t see what you like? Pay for it!

36. • What do you want to get out of a social content strategy?
• Analytics can help you improve upon what works and what doesn't.
• Social media is still just a billboard, unless you measure and react.
• Direct conversions are the holy grail of social media, but rarely
happen in our industry
• Social media channels are not all the same and should be treated
differently to maximize engagement

37. Summary

38. 4 Steps to a Content Strategy
1. Setting Objectives
2. Defining Buyers & Audience Needs
3. Execution & Amplification Plan
4. Measurement & Metrics

39. SOURCES:
• http://contentmarketinginstitute.com/what-is-content-marketing/
• Jay Baer, Convince & Convert
• http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-
43549981/11-Put_Your_CustomersNeeds_FirstMake_them
• http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-
43549981/20-Content_marketing_mission_statementBecome_a
• Inbound Methodology via Hubspot
• Examples via Desmone Architect, Green Building Alliance

40. Questions?