Content Marketing tactics, ideas, tools to grow your business with Toni Navarro

C O N T E N T M A R K E T I N G
T A C T I C S
T O G R O W Y O U R B U S I N E S S
H O S T E D B Y
R U N B Y T O N I N A V A R R O
D I G I T A L M A R K E T I N G W E B I N A R
www.toninavarro.net

Digital Marketing & Trainer with over 10
years of experience.
My mission is to help business owners like you
define and implement effective marketing
strategies to attract their ideal clients, engage
with them, to ultimately convert them into your
clients with the key focus on driving sales &
increase ROI.
In the past 4 years, we've helped more than
35 businesses to build effective Marketing
plans for growth.
T O N I N A V A R R O - C E O O F
T O N I N A V A R R O C O N S U L T I N G
WHO AM I?TONI NAVARRO
Let's connect on social:
www.toninavarro.net #toninavarromarketing
@toninavarro_digital
@toninavarro_marketing
@toninavarroyes

CURRENT CHALLENGES
OPPORTUNITIES
CONTENT TACTICS
CONTENT IDEAS
CONTENT TOOLS
FREEBIES
Q&A'S TIME
WHAT I'LL BE
COVERING
TODAY

AS BUSINESS
OWNERS YOU
MIGHT BE
FACING SOME OF
THESE CONTENT
MARKETING
CHALLENGES
LACK OF A CLEAR
CONTENT PLAN
NOT ENOUGH TIME AND
RESOURCES.
FINDING HARD TO STAND
OUT
PRODUCING AND
DELIVERING CONSISTENT
CONTENT
DIFFICULTY MEASURING
YOUR CONTENT ROI

C O M P A N Y . C O M
65%
B I G G E S T C O T E N T M A R K E T I N G C H A L L E N G E S
F I N D I T A C H A L L E N G E T O P R O D U C E E N G A G I N G C O N T E N T
( S O U R C E : C O N T E N T M A R K E T I N G I N S T I T U T E . C O M )
M O R E T H A N
D O N ' T K N O W H O W T O M E A S U R E T H E R O I O F T H E I R C O N T E N T
M A R K E T I N G C A M P A I G N S
62%
C O M P A N Y . C O M@toninavarroyes www.toninavarro.net #marketingathome

@toninavarroyes www.toninavarro.net #marketingathome
SOME POSITIVE
MARKETING
STATS
(DURING COVID-19)
45% OF PEOPLE
ARE SPENDING MORE TIME ON
SOCIAL MEDIA
(E-CONSULTANCY)
92% OF PEOPLE IN THE UK WOULD
LIKE TO HEAR EITHER THE SAME
AMOUNT OR EVEN MORE FROM
BRANDS'
78% OF CONSUMERS BELIEVE
BRANDS SHOULD HELP THEM IN
THEIR DAILY LIVES.

www.toninavarro.net
CONTENT
MARKETING
TACTICS TO
GROW YOUR
BUSINES
DIGITAL MARKETING
WEBINAR
BY TONI NAVARRO

B E F O R E
Y O U S T A R T
C R E A T I N G
C O N T E N T
Y O U N E E D
T O G E T
T H E
B A S I C S
R I G H T
BRAND/ UPS'S
UNDERSTAND YOUR
AUDIENCE PAIN POINTS
AND INTERESTS
PLAN TIME AND
RESOURCES FOR
CONTENT CREATION
CHOOSE THE CHANNELS,
FORMATS AND PUT A
PLAN TOGETHER
SET UP GOALS
TEST, ANALYSE, AND BE
CONSISTENT

KEY ELEMENTS OF A CONTENT
MARKETING STRATEGY
Share relatable
content
Be human
& share your
story
Stay creative
and entertain
your audience
Know your
audience well
Be helpful
& educate
Be unique & clear
with your message

01. DEFINE YOUR USP'S & BRAND VALUES
@toninavarroyes www.toninavarro.net #marketingathome@toninavarroyes www.toninavarro.net #marketingathome
(UNIQUE SELLING PROPOSITION:
WHAT SETS YOU APART FROM YOUR
COMPETITION?
Real example of a client that provides
home care services
USP1: Start receiving help within days,
no weeks.
USP2: Trust Reliable and friendly
carers who you choose
USP3: Easy and ﬂexible way to book a
carer for your love one

1.WHAT'S YOUR VALUE PROPOSITION?
WHAT'S THE THING THAT YOU OFFER TO YOUR
CLIENTS IN A VERY UNIQUE WAY?

02. KNOW YOUR IDEAL CLIENT
YOUR IDEAL CLIENT O BUYER PERSONA IT'S A
SEMI-FICTIONAL REPRESENTATION OF YOUR
IDEAL CUSTOMER BASED ON MARKET
RESEARCH & REAL DATA ABOUT YOUR
EXISTING CUSTOMERS.
TECHNIQUES TO
DEFINE YOUR IDEAL
CLIENT AVATAR
SURVEY CUSTOMERS, EMPATHY
MAPS, INTERVIEWS,MARKET
RESEARCH, OR GATHERING DATA
FROM CRM, ANALYTICS, SOCIAL
MEDIA. ETC..
BUYER PERSONA
WORKSHOP
(SLIDESHARE)

03. UNDERSTAND YOUR AUDIENCE
SOME TOOLS YOU CAN USE TO FIND INSIGHTS
ABOUT YOUR AUDIENCE

PAINS VS SOLUTIONS
CUSTOMER PAIN POINTS
1- MISUNDERSTANDING OF THE
SERVICES EXPENSES AND VALUE
2- LACK OF TRUST AND
CONFIDENCE DUE TO THE BIG
INVESTMENT TO BE MADE
SOLUTIONS
1- CREATE A GUIDE/BLOG ON
HOW MUCH DOES YOUR SERVICE
COST AND WHAT INCLUDES.
2- BUILD TRUST SHARING
CONTENT ON PORTFOLIO,
REVIEWS, AND TESTIMONIALS

YOU DON'T HAVE TO BE IN
EVERY PLATFORM, YOU
ONLY HAVE TO BE WHERE
YOUR AUDIENCE IS
ALWAYS PROVIDE VALUE
TO YOUR IDEAL CLIENT
CREATE A CONTENT PLAN
WHICH INCLUDES THE TOP
CHANNELS YOU ARE
GOING TO BE FOCUSING
YOUR STRATEGY
MARKETINGPLANPAGE6
04. CHOOSE THE RIGHT CHANNELS

05. TIME & RESOURCES
TIPS ON HOW TO
MANAGE YOUR TIME:
1- FOLLOW A PROCESS
2- BLOCK TIME TO
CREATE AND
DISTRIBUTE YOUR
CONTENT
3- OUTSOURCE PART
OF THE PROCESS

WHAT TOOLS?
THESE ARE JUST SOME CONTENT TOOLS, BUT THERE ARE THOUSANDS
OUT THERE!
CHOOSE THE ONES THAT WORK FOR YOU!

6- SET SMART GOALS
SET UP SMARTS GOALS THAT YOU WANT TO ACHIEVE WITH YOUR
CONTENT STRATEGY
"NOT HOW MANY FOLLOWER, BUT WHY ARE YOU LOOKING TO
GROW X NUMBER, HOW, AND WHY IS THAT GOING TO HELP YOU
GROW YOUR BUSINESS"

7- UNDERSTAND THE SALES FUNNEL
MARKETINGPLANPAGE6
A SALES FUNNEL IS “A SERIES OF STEPS DESIGNED TO GUIDE VISITORS
TOWARD A BUYING DECISION. THE STEPS ARE COMPOSED OF MARKETING
ASSETS THAT DO THE WORK OF SELLING, LIKE LANDING PAGES AND
EMAIL.”

8- USE A METHOD- AIDA MODEL
EXAMPLE FROM
MARKETINGEXAMPLES.COM
CREDIT: MARKETINGEXAMPLES.COM
@toninavarroyes www.toninavarro.net #marketingathomeMARKETINGPLANPAGE6

9- DISTRIBUTE & PROMOTE YOUR CONTENT
PROMOTE YOUR CONTENT:
NEWSLETTER
QUORA
FORUMS
EMAIL OUTREACH
GUEST BLOGGING
COLLABORATIONS
MICRO-INFLUENCERS
ADS

10- ANALYSE AND MEASURE YOUR CONTENT ROI
TRACK KPI'S
LEADS
WEB TRAFFIC
ENGAGEMENT
SALES
EXPOSURE
KEYWORDS

www.toninavarro.net
CONTENT
MARKETING
TACTICS
CONTENT MARKETING
WEBINAR
BY TONI NAVARRO

S O M E O F
T H E T O P
C O N T E N T
M A R K E T I N G
T A C T I C S T O
G R O W
Y O U R
B U S I N E S S
1-STORYTELLING
2-COPYWRITING
3-BLOGGING /SEO
4- EMAIL
MARKETING/NEWSLETTER
5- UGC
6- ORGANIC SOCIAL MEDIA
7-VIDEO MARKETING
8-REPURPOSE PILLAR CONTENT
9- LEAD MAGNETS
10- EVERGREEN CONTENT

BEFORE WE START TALKING ABOUT TACTICS
A SALES FUNNEL IS “A SERIES OF STEPS DESIGNED TO GUIDE VISITORS
TOWARD A BUYING DECISION. THE STEPS ARE COMPOSED OF MARKETING
ASSETS THAT DO THE WORK OF SELLING, LIKE LANDING PAGES AND
EMAIL.”
UNDERSTANDING THE SALES FUNNEL
& YOUR CUSTOMER BUYER JOURNEY IS KEY BEFORE YOU
IMPLEMENT ANY MARKETING TACTIC.

1- USE STORYTELLING
PEOPLE ALWAYS LOVE A GOOD STORY THAT CAN RELATE TO
THEIR OWN LIFES, ESPECIALLY DURING THESE DIFFICULT
MOMENTS.
STORYTELLING IS A VERY POWERFUL TACTIC,
USE IS ON SOCIAL MEDIA, EMAIL MARKETING, AND YOUR PRESENTATIONS TOO.

2- USE COPYWRITING TECHNIQUES
USE COPYWRITING TECHNIQUES TO CREATE CONTENT THAT
ENGAGES WITH YOUR AUDIENCE
TOOL TO USE:

3- BLOGGING / CONTENT THAT DRIVES TRAFFIC
BLOGGING IS A GREAT TOOL TO DRIVE ORGANIC TRAFFIC
TO YOUR SITE TO CONVERT THEM INTO LEADS.
CREATE CONTENT THAT SOLVES
DO A KEYWORD RESEARCH.
UNDERSTAND THE DIFFERENT
TYPE OF KEYWORDS.
AND USE THE RIGHT TOOLS TO
YOUR IDEAL CLIENT PAINS
FIND THE TOPICS TO WRITE ABOUT.
EXTRA TIP:
ONLY 1 SEARCH INTENT PER
ARTICLE.

HOW TO FIND TOPIC IDEAS
TO FIND OUT WHAT PEOPLE ARE ASKING OR SEARCHING FOR
ABOUT CERTAIN TOPIC OR KEYWORDS YOU CAN USE:
1- GOOGLE SUGGESTIONS
2- FIND QUESTIONS PEOPLE ASKED
3- DO A KEYWORD RESEARCH
4- ASK YOUR AUDIENCE

4- EMAIL MARKETING/ NEWSLETTER
EMAIL MARKETING ISN'T DEAD.
IN FACT, IT'S A GREAT WAY TO KEEP YOUR AUDIENCE ENGAGE.
NEWSLETTER
Join hundreds of business owners &
marketers like you to receive
digital marketing articles,
tools, event right in your inbox every
month.
bit.ly/toni-newsletter
IF DONE IN THE RIGHT WAY,
YOU CAN SELL TO YOUR SUBSCRIBERS.

5- UGC: USER GENERATED CONTENT
USE VIDEO & VIDEO ANIMATION TO SHOW
YOUR IDEAL CLIENTS HOW YOU HELP THEM.
USE VIDEO TESTIMONIALS TO SHOW YOUR
CASE STUDIES AND CLIENTS TESTIMONIALS
BUILD A CREDIBILITY SHARING REVIEWS ON
YOUR WEBSITE AND ON YOUR SOCIAL MEDIA
CHANNELS.
USE THE POWER OF VIDEO, CASE STUDIES, REVIEWS
& TESTIMONIALS TO MAKE YOUR CLIENT WANT TO BUY FROM YOU
BUILD TRUST & CREDIBILITY
VIDEO-TESTIMONIALS
ONLINE REVIEWS HELP WITH LOCAL SEO

6- SOCIAL MEDIA ORGANIC
CURATED MAKERS: UK MAKERES & ARTISTS
COLLABORATION IS KEY
ON SOCIAL MEDIA:
JOIN OTHER
PEOPLE FROM YOUR SECTOR
TO GET MORE EXPOSURE
CREATE VALUABLE
CONTENT TO
YOUR AUDIENCE

7- USE VIDEO MARKETING
CREDIT: WES MCDOWEL
VIDEO IS THE MOST CONSUMED FORMAT NOWADAYS
SOME VIDEO MAKING TOOLS
YOUTUBE IS THE SECOND
LARGEST SEARCH ENGINE
AFTER GOOGLE
YOU CAN ALSO USE LIVE STREAMING
(TOOL: STREAMYARD)

8- REPURPOSE YOUR CONTENT
USE THE SAME POST AND ADAPT IT TO OTHER PLATFORMS
CREDIT: @MARKETINGHARRY

9- USE POWERFUL LEAD MAGNETS
LANDING PAGES OR POP-UPS TO COLLECT
EMAIL ADDRESS AKA WARM PROSPECTS
LEAD MAGNETS INCLUDING BUYING GUIDES,
FITNESS PLANS, VIDEO TUTORIALS, WEBINARS
VISITORS WHO SIGN UP FOR CONTENT
CONSIDERED WARM LEADS RIPE FOR FUTURE
TARGETED CAMPAIGNS
IN EXCHANGE FOR A PRECIOUS EMAIL LEAD
LEAD GENERATION USING A POWERFUL LEAD MAGNET

R E S E A R C H S T U D I E S
C A S E S T U D I E S
T H E B E S T O F
" H O W T O G U I D E S "
C H E C K L I S T S
T O P L I S T S
C O R N E R S T O N E
C O N T E N T
T O P T I P S
F A Q ' S
10- PRODUCE EVERGREEN CONTENT
EVERGREEN CONTENT IS CONTENT THAT DOESN’T GO OUT OF
DATE. IT REVOLVES AROUND A TOPIC THAT’S ALWAYS RELEVANT
TO READERS.
10 WAYS TO LOSE WEIGHT WITHOUT DIETING:
THE FUNDAMENTALS OF LOSING WEIGHT DON’T CHANGE MUCH. BURN
MORE CALORIES THAN YOU CONSUME, AND YOU’RE GOLDEN.

BY TONI NAVARRO
5 CONTENT
IDEAS FOR
CHRISTMAS
DIGITAL MARKETING THAT
WORKS
"CONTENT MARKETING IS A
YEAR AROUND MARATHON,
NOT A CHRISTMAS SPRINT"

USE CHRISTMAS BUNDLES
MAKE SURE YOU HAVE
ENOUGH STOCK IF YOU RUN
PROMOTIONS ON SOME
PRODUCTS
HAVE YOUR SITE READY AND
OPTIMISE FOR AN INCREASE
OF TRAFFIC AND ACTIVITY
ADD "CUSTOMERS ALSO
BOUGHT OPTION"
01
U S E B U N D L E S A N D G E T P R O M O T I O N A L
@toninavarroyes www.toninavarro.net #toninavarromarketing

CREATE A GIFT GUIDE WITH SOME OF YOUR
PRODUCTS OR SERVICES
02
C R E A T E A G I F T G U I D E

CONTESTS WORK REALLY WELL TO BOOST SALES
03
R U N A C H R I S T M A S G I V E A W A Y O R A C O N T E S T

04
P R O M O T E G I F T C A R D S
CREATE GIFT CARDS THAT YOU CAN PROMOTE NOT
ONLY IN CHRISTMAS.
HERE AN EXAMPLE OF TRAVEL AGENCY THAT OFFERS "CAMINO DE
SANTIAGO" EXPERIENCE GIFT CARDS (GALIWONDERS.COM)

05
C R E A T E C H R I S T M A S R E L A T E D A R T I C L E S
THESE TYPE OF ARTICLES ARE A GREAT OPPORTUNITY TO BUILD RELATIONSHIPS
WITH OTHER COMPANIES, AS WELL AS TO DRIVE TRAFFIC AND SALES.

FACEBOOK MESSENGER MARKETING
ALLOWS A BUSINESS TO PERSONALISE
THEIR BRAND AND CONNECT WITH THEIR
CUSTOMERS IN A WAY THAT OTHER
FORMS OF COMMUNICATION CANNOT.
FACEBOOK MESSENGER & CHATBOTS
ALLOW COMPANIES TO RECEIVE
FEEDBACK, DISCUSS CONCERNS, GAIN
CUSTOMERS, ANSWER QUESTIONS,
ADVERTISE, SHARE EVENTS, AND SO MUCH
MORE.
12
KEY
TAKEAWAYS
NOW IT'S TIME
FOR YOU TO
TAKE
ACTION
1- TRY SOME OF THE TACTICS TO SEE
WHICH ONE WORKS FOR YOU
2- ANALYSE YOUR CONTENT
AFTERWARDS.
3- BE PATIENT AND CONTINUE TESTING
4- GET IN TOUCH WITH ME IF YOU NEED
FURTHER HELP
C O N T E N T M A R K E T I N G W E B I N A R

2 FREEBIES FOR JOINING ME TODAY!
S I G N U P T O M Y D I G I T A L
M A R K E T I N G N E W S L E T T E R
T O G E T T H E B E S T M A R K E T I N G
T I P S R I G H T I N Y O U R I N B O X !
B I T . L Y / T O N I - N E W S L E T T E R
F R E E D I G I T A L
M A R K E T I N G W E B I N A R
O N T H E 8 T H D E C .
T O L E A R N H O W T O
B U I L D A N E F F E C T I V E
D I G I T A L M A R K E T I N G
P L A N F O R 2 0 2 1
S I G N U P H E R E :
B I T . L Y / M A R K E T I N G -
W E B I N A R - 2 0 2 1

C O N T E N T M A R K E T I N G T O O L S
VIDEO MAKING TOOLS TO FIND TOPIC IDEAS
ANALYTICS
EMAIL MARKETING
COPY ANALYSIS
SOCIAL MEDIA MANAGEMENT
&ANALYTICS TOOL:

T O N I N A V A R R O . N E T
I N F O @ T O N I N A V A R R O . N E T
@ T O N I N A V A R R O Y E S
T H A N K S F O R
J O I N I N G M E T O D A Y .
I H O P E
Y O U E N J O Y E D
T O D A Y ' S W E B I N A R .
Let's connect on social:
@toninavarro_digital

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