This document provides guidance on developing an effective content marketing strategy. It emphasizes identifying target audiences, goals, and key questions around who, what, why, how, when regarding content creation and distribution. It stresses the importance of understanding audience needs and differentiating content. Metrics for success and failure are also addressed. The overall message is that content marketing requires planning, teamwork, and owning the process to increase revenues, engagement and support business goals.

1. YOUR
MARKETING…
OWN IT!

2. Who? What? Why?
Why are we doing this?
How will content marketing
support our broader business
goals?

3. Who? What? Why?
Who are our target audiences
that will buy from us?
Who are our target audiences
that want to consume our
content?

4. Who? What? Why?
Who is going to do the work?
What can we offer to our target
audiences at each stage of the
customer lifecycle?

5. Who? What? Why?
Who is going to do the work?
What can we offer to our target
audiences at each stage of the
customer lifecycle?

6. Who? What? Why?
How does our target audience
find and consume content?
How should we differentiate
within our market?

7. Who? What? Why?
How do we define success?
How do we define failure?

8. Who? What? Why?
Where will we focus our content
distribution and promotional
efforts?
When do we publish?
When do we measure results?

10. Why are we doing content
marketing?
Increasing Revenues:
• Brand Visibility
• Potential Customer Engagement and Interest
• Leads and Sales
• Customer Retention & Repeat Purchases
• Customer Referrals and Reviews

12. Why are we doing content
marketing?
Decreasing Costs:
• Decrease Cost Per Lead/Sale
• Increase Bandwidth of Existing Sales Team
• Decrease Customer Support Requests
• Decrease Customer Churn

14. Who exactly are we doing this for?
• Google Analytics
• Social Media Stats
• Facebook Graph Search
• Google Trends
• Customer Surveys
• Employee Surveys

16. Who is going to do what?
What does your team look like?
Who has the time?
Who has the interest?
Who has the skills?

18. What are we going to publish?
Topics vs. Format
What does your brand stand for?
What do potential customers know
about you?

20. How does our audience find and
consume our content?
Ask your customers!
Use surveys
What other sites do your customers
visit?
What are your customer’s
demographics?
Build that email list!

22. How should we differentiate within
our market?
What is everyone else doing?

24. Where will we focus our content
distribution and promotional
efforts?
• Owned media
• Social media
• Paid media
• Earned media

25. When do we publish?
Decide on numbers your can
deliver on.

26. How do we define success?
• Top-of-Funnel
• Middle-of-Funnel
• Bottom-of-Funnel
• Post-Funnel

27. When do we measure results?
Calm Down and Relax!

28. Ten Critical Components of Copy:
• A powerful headline
• The Basic Story
• The Proposition
• The Exact Offer
• A Guarantee
• A Call-to-Action
• Your Name
• Your Location(s)
• Your unique selling proposition
• Marketing Bridge Elements

29. Common Sense Marketing:
• Be honest and transparent
• Be reliable
• Ask for referrals
• Become a resource to your customers
• Handle complaints immediately
• Deliver more than expected
• Convert leads to customers

30. Own It!
Start Brainstorming
Write out the plan
Keep the plan visible
This is your mission, own it!

31. Let’s do some stuff!

32. Sources
Content Harmony
www.hmny.comn
Content Marketing Institute
www.contentmarketinginstitute.com
Scott Stratten, Unmarketing
www.unmarketing.com
The 33 Ruthless Rules of Local Advertising
www.33rules.com