WHO ARE YOU?
WHO AM I?
TODAY
TEN YEARS AGO
YOU ALREADY KNOW HOW TO DO
THE HARDEST PART.
Content Marketing for Writers
13
CONTENT MARKETING TACTICS
EMAILNEWSLETTER
PHOTO
ESSAYSBLOG
WHITEPAPER
PODCAST
VIDEO
SOCIALMEDIA
MOBILE
APPS
eBOOK LIVEEVENT
CUSTOMPUBLICATION
ARTICLES
WEBINAR WEBSITE
MICROSITE
SLIDESHARES
INFOGRAPHIC CASESTUDY
CONTENTCURATION
DIRECTMAILCONTEST
LIVE VIDEO
GUESTPOSTS
RESEARCH
REPORT
It’s a strategic approach that involves the creation, distribution and measurement of stuff that attracts and retains readers.
WHAT IS CONTENT MARKETING?
15
THE CONTENT PROCESS
via HubSpot.com
DISTRIBUTECREATEPLAN ANALYZE REPEAT
16
THE CONTENT PROCESS
via HubSpot.com
DISTRIBUTECREATEPLAN ANALYZE REPEAT
17
THE CONTENT PROCESS
PLAN
BRANDTARGET
AUDIENCEGOALS TACTICS
18
THE CONTENT PROCESS
PLAN
BRANDTARGET
AUDIENCEGOALS TACTICS
19
KNOW THYSELF & THY TARGET AUDIENCE
20
Via medium.com/@kelliagodon/you-are-not-a-brand
21
WHY BRAND?A personal brand communicates your nuances quickly & clearly, so you connect with the right readers.
22
• What topics am I most passionate about?
• What have been my most popular works?
• What people does my writing attract?
• How would they describe my work?
• What do they love most about it?
WHAT’S MY BRAND?
23
THE CONTENT PROCESS
PLAN
BRANDTARGET
AUDIENCEGOALS TACTICS
24
SMART & STRETCH
25
• Specific
• Measurable
• Actionable
• Realistic
• Timely
SMART GOALS ARE:
26
• Specific
• Measurable
• Actionable
• Realistic
• Timely
SMART GOALS ARE:
“I will grow my platform.”
27
• Specific
• Measurable
• Actionable
• Realistic
• Timely
SMART GOALS ARE:
“I will grow my platform.”
“I will add 200 eNews subscribers by 2017.”
28
• Specific
• Measurable
• Actionable
• Realistic
• Timely
SMART GOALS ARE:
“I will grow my platform.”
“I will add 200 eNews subscribers by 2017.”
“I will sell 1K copies of my eBook between now and Christmas.”
29
• Specific
• Measurable
• Actionable
• Realistic
• Timely
SMART GOALS ARE:
“I will grow my platform.”
“I will add 200 eNews subscribers by 2017.”
“I will sell 1K copies of my eBook between now and Christmas.”
“I will receive 20 rejection letters in 2016.”
30
SET A STRETCH GOAL
“I will get an essay published
in the NYT.”
“I will give a book reading to a
sold-out crowd.”
“I will appear on a national
news show.”
“My eBook will reach #1 in its
Amazon category.”
31
•How much time can I devote?
•What could derail my efforts?
•How can I prepare?
AS YOU’RE SETTING GOALS,
CONSIDER:
32
THE CONTENT PROCESS
PLAN
BRANDTARGET
AUDIENCEGOALS TACTICS
33
STOCK & FLOW
34
STOCK & FLOW
• High-quality• More time to produce• Long shelf life
VIDEOeBOOK
35
STOCK & FLOW
• Lower quality• Less time to produce• Ephemeral
• High-quality• More time to produce• Long shelf life
VIDEOeBOOK BLOG eNEWS
SOCIALMEDIA
36
CHOOSE TACTICS
EMAILNEWSLETTER
PHOTO
ESSAYSBLOG
WHITEPAPER
PODCAST
VIDEO
SOCIALMEDIA
MOBILE
APPS
eBOOK LIVEEVENT
CUSTOMPUBLICATION
ARTICLES
WEBINAR WEBSITE
MICROSITE
SLIDESHARES
INFOGRAPHIC CASESTUDY
CONTENTCURATION
DIRECTMAILCONTEST
LIVE VIDEO
GUESTPOSTS
RESEARCH
REPORT
37
CHOOSE TACTICS
EMAILNEWSLETTER
PHOTO
ESSAYSBLOG
WHITEPAPER
PODCAST
VIDEO
SOCIALMEDIA
MOBILE
APPS
eBOOK LIVEEVENT
CUSTOMPUBLICATION
ARTICLES
WEBINAR WEBSITE
MICROSITE
SLIDESHARES
INFOGRAPHIC CASESTUDY
CONTENTCURATION
DIRECTMAILCONTEST
LIVE VIDEO
GUESTPOSTS
RESEARCH
REPORT
38
CHOOSE TACTICS: EVERYDAY
EMAILNEWSLETTER
PHOTO
ESSAYSBLOG
WHITEPAPER
PODCAST
VIDEO
SOCIALMEDIA
MOBILE
APPS
eBOOK LIVEEVENT
CUSTOMPUBLICATION
ARTICLES
WEBINAR WEBSITE
MICROSITE
SLIDESHARES
INFOGRAPHIC CASESTUDY
CONTENTCURATION
DIRECTMAILCONTEST
LIVE VIDEO
GUESTPOSTS
RESEARCH
REPORT
39
CHOOSE TACTICS
EMAILNEWSLETTER
PHOTO
ESSAYSBLOG
WHITEPAPER
PODCAST
VIDEO
SOCIALMEDIA
MOBILE
APPS
eBOOK LIVEEVENT
CUSTOMPUBLICATION
ARTICLES
WEBINAR WEBSITE
MICROSITE
SLIDESHARES
INFOGRAPHIC CASESTUDY
CONTENTCURATION
DIRECTMAILCONTEST
LIVE VIDEO
GUESTPOSTS
RESEARCH
REPORT
40
CHOOSE TACTICS: OPPORTUNISTIC
EMAILNEWSLETTER
PHOTO
ESSAYSBLOG
WHITEPAPER
PODCAST
VIDEO
SOCIALMEDIA
MOBILE
APPS
eBOOK LIVEEVENT
CUSTOMPUBLICATION
ARTICLES
WEBINAR WEBSITE
MICROSITE
SLIDESHARES
INFOGRAPHIC CASESTUDY
CONTENTCURATION
DIRECTMAILCONTEST
LIVE VIDEO
GUESTPOSTS
RESEARCH
REPORT
41
CONTENT MARKETING PLANBlog Guest Content Facebook Twitter
Types
Journal entriesBook reviewsCurated articlesAuthor Q&As
Opinion NewsHow-To
Links News articlesImages
Links Status updatesRetweetsMentions
Frequency 1x week 1x month 2x week 5x week
Success Metrics
VisitorsPage viewsTime on site
VisitorsCommentsShares
ReachEngagement
New followersImpressionsMentions
Goals 1 post/week+20% visitors/mo 1 post/month 2 posts/ week
+5 likes/week
+50 follows/week10 mentions/mo6K imps/mo
42
CONTENT MARKETING PLANBlog Guest Content Facebook Twitter
Types
Journal entriesBook reviewsCurated articlesAuthor Q&As
Opinion NewsHow-To
Links News articlesImages
Links Status updatesRetweetsMentions
Frequency 1x week 1x month 2x week 5x week
Success Metrics
VisitorsPage viewsTime on site
VisitorsCommentsShares
ReachEngagement
New followersImpressionsMentions
Goals 1 post/week+20% visitors/mo 1 post/month 2 posts/ week
+5 likes/week
+50 follows/week10 mentions/mo6K imps/mo
43
CREATE AN EDITORIAL CALENDAR
Via ProBlogger.com
44
CREATE AN EDITORIAL CALENDAR
45
CONCEPTING WORKSHEET
Content Title
Platform(s)
Target Audience
Keywords
Theme
Type
Structure
Blogpost
Article or essay
eBook Video PodcasteNews Info-graphic
Multi-media
News/Trends
List FAQ Best of Q&AHow-to Opinion Curated
Adapted from HubSpot.com
Earned Owned
46
CONCEPTING WORKSHEET
Content Title
Platform(s)
Target Audience
Keywords
Theme
Type
Structure
Researching Mysterious Family Legends
Ancestry.com
Blogpost
Article or essay
eBook Video PodcasteNews Info-graphic
Multi-media
News/Trends
List FAQ Best of Q&AHow-to Opinion Curated
Adapted from HubSpot.com
Earned OwnedX
47
CONCEPTING WORKSHEET
Content Title
Platform(s)
Target Audience
Keywords
Theme
Type
Structure
Researching Mysterious Family Legends
Ancestry.com
Women interested in genealogy
Blogpost
Article or essay
eBook Video PodcasteNews Info-graphic
Multi-media
News/Trends
List FAQ Best of Q&AHow-to Opinion Curated
Adapted from HubSpot.com
Earned OwnedX
49
CONCEPTING WORKSHEET
Content Title
Platform(s)
Target Audience
Keywords
Theme
Type
Structure
Researching Mysterious Family Legends
Ancestry.com
Women interested in genealogy
Family legends, family ghost stories
Blogpost
Article or essay
eBook Video PodcasteNews Info-graphic
Multi-media
News/Trends
List FAQ Best of Q&AHow-to Opinion Curated
Adapted from HubSpot.com
Earned OwnedX
Generate ideas anddrive traffic. Increase
productivity.
Generate ideas anddrive traffic. Increase
productivity.
55
CONCEPTING WORKSHEET
Content Title
Platform(s)
Target Audience
Keywords
Theme
Format/Type
Structure
Researching Mysterious Family Legends
Ancestry.com
Women interested in genealogy
Family legends, family ghost stories
Family stories, genealogy
XBlogpost
Article or essay
eBook Video PodcasteNews Info-graphic
Multi-media
XNews/Trends
List FAQ Best of Q&AHow-to Opinion Curated
Adapted from HubSpot.com
Earned OwnedX
56
CONCEPTING WORKSHEET
Content Title
Platform(s)
Target Audience
Keywords
Theme
Format/Type
Structure
Researching Mysterious Family Legends
Ancestry.com
Women interested in genealogy
Family legends, family ghost stories
Family stories, genealogy
XBlogpost
Article or essay
eBook Video PodcasteNews Info-graphic
Multi-media
XNews/Trends
List FAQ Best of Q&AHow-to Opinion Curated
Adapted from HubSpot.com
Earned OwnedX
57
THE CONTENT PROCESS
PLAN
BRANDTARGET
AUDIENCEGOALS TACTICS
58
THE CONTENT PROCESS
via HubSpot.com
DISTRIBUTECREATEPLAN ANALYZE REPEAT
60
PERFECTION IS THE ENEMY OF GOOD
61
KEEP THE IDEAS COMING
• What’s been occupying my mind?
• What topics have caught my interest?
• What things have I read?
• What’s trending on social media?
• What content marketing am I feeling excited about?
• What type of content marketing haven’t I done in a while?
62
THE CONTENT PROCESS
via HubSpot.com
DISTRIBUTECREATEPLAN ANALYZE REPEAT
via HubSpot.com
64
DISTRIBUTION METHODS
Website Blog Social
EarnedLinks
eNews
Internal Links
Forums Reformat
65
THE CONTENT PROCESS
via HubSpot.com
DISTRIBUTECREATEPLAN ANALYZE REPEAT
66
DATA IS EVERYWHEREYOU JUST HAVE TO FIND IT
71
CONTENT MARKETING PLANBlog Guest Content Facebook Twitter
Types
Journal entriesBook reviewsCurated articlesAuthor Q&As
Opinion NewsHow-To
Links News articlesImages
Links Status updatesRetweetsMentions
Frequency 1x week 1x month 2x week 5x week
Success Metrics
VisitorsPage viewsTime on site
VisitorsCommentsShares
ReachEngagement
New followersImpressionsMentions
Goals 1 post/week+20% visitors/mo 1 post/month 2 posts/ week
+5 likes/week
+50 follows/week10 mentions/mo6K imps/mo
73
THE CONTENT PROCESS
via HubSpot.com
DISTRIBUTECREATEPLAN ANALYZE REPEAT
74
THE CONTENT PROCESS
via HubSpot.com
DISTRIBUTECREATEPLAN ANALYZE REPEAT
75
RESOURCES
76
Download this PPT & other resources @
bit.ly/CMforWriters
77
QUESTIONS
THANKS! LET’S KEEP IN TOUCH.
@KellyKautz
Facebook.com/AuthorKellyKautz
Kelly-Kautz.com
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