Your Content Marketing Framework

OBJECTIVESDefine SMART objectives and understand what a successful content marketing program looks like to your company.

S M

A

RT

SpecificMeasurable

Achie

vabl

e

RelevantTim

e based

COMMUNITY INFLUENCERS Understand your company’s thought leaders to whom you have access. Amplify your content marketing reach by mapping which external community professionals your audience want to hear from. Community influencers can become content contributors as well as distributors.

EDITORIAL CALENDAR Your content program should be agile to allow flexibility for timely updates to respond to your audience’s needs. Create a wide range of content formats, styles and durations to engage your audiences at the different stages of the buying cycle.

TARGETED AUDIENCE Know which audiences you want your content to reach and understand where they currently find information online.

EXISTING CONTENT FORMATS Find the published content that already exists within your organization by undertaking a quick content audit. Repurpose existing whitepapers, blogs, articles, videos and webinars to pre-populate your new BrightTALK™ Channel with on-demand content for your audiences.

Here is an outline of content ideas to help you better engage your audiences:

AWARENESS

ROI AND ANALYTICS Use your channel reporting to understand what content your audience is watching, for how long and whether they engaged with the questions and votes. Use these insights to inform your content program and editorial calendar moving forward. Remember to keep an eye on the SMART objectives you set to monitor the ROI as well as listening to the community feedback.

Live panel discussionsInvite industry experts to debate the industry issues your customers face

Thematic topicsThought leaders discussing hot topics or a timely webinar/webcam update from an expert

Motion graphics and animationTop of the funnel videos, catching peoples attention in an informative and imaginative way

WhitepapersRevamp your whitepaper into a short form video making it easily digestible for customers

Product demosShowcase your product alongside a live audience with a Q&A session

Product discussionsOffer more in-depth debates around your product or industry issues

Concept videoSummarize your company for your community in a compelling video format

Case studiesInvite your clients to share a webinar detailing their story, successes, problems and how they overcame them

Client testimonialsOffer sound-bites via video regarding why they chose you

CONSIDERATION

PREFERENCE

UKLondon Office

BrightTALK Limited16 St Martin’s Le GrandLondon,EC1A 4EN

sales@brighttalk.com

Phone: +44 (0)20 7397 8533Fax: +44 (0)20 7397 8400