CONTENT MARKETING

Content is the message that your marketing strategy delivers.

What is a Content?

is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

What is Content Marketing?

80%of buyers prefer to get product

information in a series of articles versus an advertisement

Why is Content Marketing Important?

Don’t Interrupt!What’s The Secret in Content Marketing?

Be what they want to consume!

What’s The Secret in Content Marketing?

be a part of the conversation

What’s The Secret in Content Marketing?

create a remarkable content

What’s The Secret in Content Marketing?

1. Buyer Persona2. The Buyer’s Journey

2 Keys in Creating a Remarkable Content

Semi-fictional representation of the ideal customers based on real data gathered and educated speculations about customer demographics, behavior and goals.

Buyer Persona/s

The active research process people go through leading up to making a purchase.

The Buyer’s Journey

The Buyer’s Journey

The Buyer’s Journey

The Content Creation Process

1. Plan

2. Produce

3. Distribute

4. Analyze

5. Repeat

So, how do I actually make a content?

Know your business goals Come up with actual ideas.

Remember that your ultimate goal is to solve your persona’s problems

Identify topics that matter

PLAN

Keyword Research – what you want to rank for Internet Forums Popular News Sales / Support FAQs Persona’s goals Persona’s challenges

How Do I Identify Topics that Matter?

Follow your plan

PRODUCE

Develop a production strategy that’s easy for you

PRODUCE

If you’re still exclusively creating contents about your products and services, STOP. Remember the CONTENT GOLDEN RULE

PRODUCE

Distribution makes content relevant

DISTRIBUTE

Be consistent with content creation and distribution

DISTRIBUTE

ANALYZE Before repeating

the process, make sure that what you’re doing is working.

Create a metric that measures your content efficacy.

Number of visits Leads generated Share-ability Inbound links Content performance by author Content performance by topic Content performance by format

Metrics to Consider in Analyzing Content

REPEAT

Content is the fuel of your strategy. Great content must be tied to both your persona and where

they are in the buyer’s journey. Follow the golden rule and create mainly awareness and

consideration stage content. Everything you create is helpful to your personas. Strategy creates momentum: Plan, produce, distribute,

analyze and repeat. Distribution makes content relevant. Share content and

share on a regular basis.

Key Takeaways

@AllanGuese