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@RaniMonson@RainMakingMkt
How to Develop & Execute Your Content Strategy
@RaniMonson@RainMakingMkt
Hypocrite Oath
@RaniMonson@RainMakingMkt
Let’s Make the Most of Our Time
slideshare.net/ranimonson/
@RaniMonson@RainMakingMkt
Your Content Strategy Formula
Your Brand+
Customers’ Concerns / Interests
+Relevant Topics
=Your Content Strategy
@RaniMonson@RainMakingMkt
Your Content Strategy Formula
Your Brand+
Customers’ Concerns / Interests
+Relevant Topics
=Your Content Strategy
@RaniMonson@RainMakingMkt
Seth Godin’s Definition of a Brand
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
@RaniMonson@RainMakingMkt
Your Brand• Brand is the single
largest asset of any organization
• Your job is to protect the brand by communicating clearly & consistently what the brand stands for– And what it doesn’t
represent
@RaniMonson@RainMakingMkt
Source: SocialMediaToday
@RaniMonson@RainMakingMkt
Your Branding• A clear set of short, concise
messages that communicate the benefits of the brand
• Establishing an image and communicating it consistently is required for any brand to establish itself and to build awareness
• This becomes the platform for all communication tactics and marketing efforts
@RaniMonson@RainMakingMkt
Defining Your Brand
• Start with the 5 W’s– Who– What– Where– When – Why
• Don’t forget “how”
@RaniMonson@RainMakingMkt
Be Memorable
• What is unique about your brand?
• How are you different from the competitor?
• Why are you the best firm for the job?
@RaniMonson@RainMakingMkt
Stuck?• Ask you customers– Why did they hire you– Consider a survey
• Look at companies / brands you aspire to emulate
• Review keywords being searched for on Google in your field
• Know the competition
@RaniMonson@RainMakingMkt
LET’S TALK ABOUT CONTENT ALREADY
@RaniMonson@RainMakingMkt @RaniMonson
What is Content, Exactly?
• Content = Information• Information (aka content) can take many
forms and formats– Text– Photos– Infographics– Testimonials– Audio– Video
@RaniMonson@RainMakingMkt @RaniMonson
Don’t Confuse Social Media With Content
• Businesses rush to jump on social media
• Often don’t stop to think– What they want to say– Who they want to say it to– aka a Content Strategy
• Key is to remember social media is a vehicle - only– It drives traffic to your content– But your content isn’t Social
Media
@RaniMonson@RainMakingMkt
What Content Marketing Isn’t• A hard sell• A push of
your product / service / offering
• Icky
@RaniMonson@RainMakingMkt
What’s Content Marketing Is:Content marketing is any marketing format that
involves the creation and sharing of media and publishing content in order to acquire customers.
@RaniMonson@RainMakingMkt
Examples:• White papers• ebooks• Infographics• Case studies• how-to guides• Q&A’s• Photos• Testimonials• Video• Audio
Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers,
and customers into repeat buyers
@RaniMonson@RainMakingMkt
Why Content Marketing Works• Demonstrates your
expertise• Provide a sense of who you
are and how you work – before they buy
• Create trust and loyalty when you’re giving something away for free– People buy from someone
they trust• Attract targeted prospects
aligned with your content
@RaniMonson@RainMakingMkt
Expectations of Content Marketing
1) Brand awareness -- 79%2) Customer acquisition -- 74%3) Lead generation -- 71%
@RaniMonson@RainMakingMkt
Importance of Content Increasing• 91% of now use content
marketing• 54% of plan to increase or
significantly increase content marketing spend over next 12 months
• On average, 33% of the marketing budget will be spent on B2B content marketing
• And the amount being spent is growing!– Hello career change!
@RaniMonson@RainMakingMkt
The Smaller the Company (Budget)…
• The more important content marketing is
• Most cost-effective with the highest ROI
@RaniMonson@RainMakingMkt
TELL ME HOW TO CREATE CONTENT ALREADY…
@RaniMonson@RainMakingMkt
Your Content Strategy Formula
Your Brand+
Customers’ Concerns / Interests
+Relevant Topics
=Your Content Strategy
@RaniMonson@RainMakingMkt
Think About Your Target Audience(s)
• Current Customers– Much cheaper /
easier to keep them vs. finding new ones
• New Customers• Are these the
“same” or “different”?
@RaniMonson@RainMakingMkt
How Can You Help Them?• Share info that will
make them sleep better at night
• Help them do their job better
• Impress their boss• Sound super smart /
funny at a cocktail party
• Your content is for these people!!
• They are the essence of your content strategy
@RaniMonson@RainMakingMkt
Frequency
• To-Do:– Identify how frequently
you can share content– Be realistic
@RaniMonson@RainMakingMkt
Create a Content Calendar• It doesn’t have to be fancy• Make it something you will use
@RaniMonson@RainMakingMkt
Content Calendar• Plan ahead to reinforce
your key messages• Block out rolling 13
months of what you know
• Holidays • Seasons• Industry events /
conferences• Your vacation
@RaniMonson@RainMakingMkt
Drive Content Marketing Strategy from Your Blog
@RaniMonson@RainMakingMkt
@RaniMonson@RainMakingMkt
Identify | Create Content
@RaniMonson@RainMakingMkt @RaniMonson
Curate Content for Calendar• It Doesn’t All Have to be Original
– Content you curate is created by someone else– And you give them credit for their work
• Don’t plagiarize, steal, etc. – It’s bad content karma
• Sources:– Industry websites / trade publications /
analysts– Your business partners– Guest bloggers– Competitors
@RaniMonson@RainMakingMkt
Create Evergreen ContentWhat is it?• It’s always relevant /
green• Plan: Ready ahead of
time• Have a list handy – plug
in as needed
Examples• FAQs• Case studies• Lessons learned• Recycle popular content• Guest writers• How-to guides• Q&A• Historical industry info• Calendar of events
@RaniMonson@RainMakingMkt
Augment With Timely Content
Typically safe:• Industry news • Emerging trends• Data / facts • Research reports
Be careful with:• Current events• Politics• Religion
@RaniMonson@RainMakingMkt
@RaniMonson@RainMakingMkt
Share Content• Post to blog• Repost / repurpose
your own content– Share on LinkedIn /
social• Start a dialogue
– Email newsletter• To Do:– Identify where to
share
@RaniMonson@RainMakingMkt @RaniMonson
Additional Tips• Read your content to yourself
– out loud• Ask someone else to read it • It’s digital!
– You can always fix it later | Hit delete
• Schedule a deadline for yourself– Withhold things you like until
you do it• Yes punish yourself
• If it just isn’t going to happen…– Consider paying someone else
to do it– That way it will get done
@RaniMonson@RainMakingMkt
Truth Is Always Stranger Than Fiction
@RaniMonson@RainMakingMkt
Recap: Your Content Strategy Formula
Your Brand+
Customers’ Concerns / Interests
+Relevant Topics
=Your Content Strategy