walkersands.com 2ROI does not only mean revenue 6 @cbeasleyb @walkersands #RaganWriting....

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Definition of Content:

A. Substance, gist

B. Meaning, significance

C. The events, physical detail and information in a work of art

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Definition of Content Marketing:

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.

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Formula for Content ROI

Relevant + Timely + On-Brand = Impactful

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Defining ROI

ROI does not only mean revenue

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5 Steps to Building an ROI Generating Content Program

Courtney Beasley, Vice President of Marketing, Walker Sands

@cbeasleyb | @walkersands#RaganWriting

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400 hours of video are uploaded to YouTube every minute.

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5 Steps to Building an ROI Generating Content Program

1. Know your business (through the eyes of your audience)

2. Anticipate needs

3. Create purposeful content

4. Be where they are

5. Keep the conversation going

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1. Know Your Business (Through the Eyes of Your Audience)

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Knowing Your Business

5 Steps to Building an ROI Generating Content Program

Has your business or industry changed? Then it's likely your

audience has, too.

• Know your business• What do you sell?

• Why is it important?

• Know what your audience thinks your business is• What do they think you sell?

• Why is it important to them? @cbeasleyb @walkersands

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5 Steps to Building an ROI Generating Content Program

Buffer + transparency

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Build content that makes your audience feel heard. This not only shows that you know yourself, but that you understand their needs.

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2. Anticipate Needs

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Anticipate Needs

5 Steps to Building an ROI Generating Content Program

• To stand out, aim to know the good, the bad and everything in between

• Use your buyer personas. If they’re not giving you this information, it’s time to do them again

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5 Steps to Building an ROI Generating Content Program

• Collect data from internal and external resources

• Identify demographics that define your audience

• Age, gender, buying habits

• Include clients and prospects

• Conduct personal interviews with multiple people on

your team

Building personas

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A good buyer persona clearly defines:

• Why buyers decide to shop for what you sell

• How buyers look for what you sell

• What criteria buyers use when making a purchasing decision

• Why buyers choose you over competitors

• Which channels are most effective

CEO COO SVP VP

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Remember, this is for your strategy. Only do what is needed for your goals.

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3. Create Purposeful Content

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Creating Purposeful Content

5 Steps to Building an ROI Generating Content Program

• Speak to their current and future needs as an organization in

their roles

• Create value adding content for each persona

• Sunset and repurpose where applicable

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5 Steps to Building an ROI Generating Content Program

First build a spreadsheet with your resources.

Then ask the following:

• What needs updated, reskinned?

• What should you walk away from? Why?

• Where are the gaps for roles and phases in

the funnel?

Perform content audit

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Buffer + The “No New Content” Challenge

5 Steps to Building an ROI Generating Content Program

• No net new blog content for 30 days

• Content audit and funnel mapping

• Repurposed into infographics, SlideShares,

video and audio content, Pinterest images,

and email campaigns

• Posted on social, Medium, blog and other

platforms

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Keep, repurpose, sunset but first know why.

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4. Be Where They AreBuild your multichannel strategy based on

your audience’s preferences

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Your content is only effective if your audience sees it.

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5. Keep the Conversation Going

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Keep the Conversation Going

• Continual conversations build trust

• Use your data systems to understand what is working

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Site Analytics

Marketing Automation

CRM Platforms

Marketing Automation @cbeasleyb @walkersands#RaganWriting

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Customers are people, too.

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5 Steps in Review

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Step 1

Know your business (through the eyes of

your audience)• Review your brand positioning and awareness. Make sure they

still align.@cbeasleyb @walkersands

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Step 2

Anticipate Needs• Know what makes them tick. Perform buyer persona research.

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Step 3

Create Purposeful Content• Perform a content audit to understand what is needed.

• Don’t be afraid to repurpose or sunset content.

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Step 4

Be Where They Are• Create the right mix of multimedia channels.

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Step 5

Keep the Conversation Going • Use data to iterate.

• Stay open to consistent feedback loops.

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Formula for Content ROI

Relevant + Timely + On-Brand = Impactful

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Courtney BeasleyVice President of Marketing,

Walker Sands

courtney.beasley@walkersands.comwalkersands.com