Sleek content 101

Content Marketing Strategy

101

Just what is content anyway?

Versus…

The Electric Kool-Aid Content Quality Acid Test:

Is your content so

good your

prospects would

actively seek it out

(and maybe even

pay for it)!

Step I: Establish business goals!

Your goalsYour

strategy

Business Goals:

•Increase revenue

•Increase profits

•Expand market

share

•Expand “mind

share”

•Expand

geographic reach

•Enter new

markets

•Establish new

partners

•Decrease cost of

doing business

•Other:

Marketing/Sales Goals:

•Acquire more customers

•Customer retention

•Increase sales

•Increase closings/

conversions

•Expand brand awareness

•Establish “position”

•Expand web presence

•Drive ecommerce platform

•Lower cost/lead,

cost/conversion

•Accelerate movement

through pipeline

•Identify more prospects

•Improve customer

satisfaction

•Support channel partners

•Other:

Content Marketing

Goals:

•Establish thought

leadership and/or

expertise, credibility

•Intercept researchers

and searchers

•Improve organic SEO

•Lead generation

•Lead nurturance

•Education

•Drive web traffic

•Expand database

•Improve social media

presence/visibility

•Acquire customers

•Facilitate funnel

momentum

•Other:

“By doing” goals

We will….

Increase revenues…

Improve profitability…

Decrease the cost of doing

business…

…by doing….

…by expanding into new

markets.

…by targeting the optimal

customer segments.

…by investing our marketing

budget in proven content

strategies.

The Electric Kool-Aid Content Goals Acid Test:

Would fulfilling

your content

marketing goals

really meet your

business

objectives?

Step II: Define Your Content Turf

“I’m all about

optimizin’ impact

through timely,

relevant content.

Know what I’m

sayin’?”

Match your know-how to their need-to-

know

• List your

knowledge

• List their needs

• Connect the dots

Example: RentGrow

Expertise:

• Screening tech

• Data sets

• Online training

• Fed. & state regs.

Client Needs:

• Qualified tenants

• Fast training

• Speed & accuracy

• Reg. compliance

“Whoa, hold the phone, ace…”

“What ya’ got that’s

distinctive an’

urgent?”

“What’s your take,

man, your angle?

The Electric Kool-Aid Content Turf Acid Test:

Is your topic area

urgent enough to

demand

immediate

attention?

Step III: Identify Your Tactics

“We will crush the bourgeoisie – with content!”

42? And I’m sure you can think of more…

He’s baaack…

“Three things, slick:

One, do they fit with

your strategy?

Two, do they conform

with your audience’s

preferences, kemo

sabe?

Three, have you done

this – can you do this,

man?”

The Electric Kool-Aid Content Tactics Acid Test:

Are your tactics

consistent with

your resources

and accessible to

your audience?

Step IV: Map Your Plan

Who?

How?

Where?

When?

Why? (Not why. You

already know why.

Because you

completed Step I!)

Step V: Reality Check

Build what you really need – and no more.

“Monday morning” check-in

with your new friend:

What three things do you

promise to do right away to

complete your content

strategy?

Thank you!Jonathan Kranz

Kranz Communications

jonkranz@kranzcom.com

www.kranzcom.com

(781) 620-1154

@jonkranz