content marketing strategy overview
TRANSCRIPT
Your CompanyContact Marketing Strategy
StrategyStart with the end in mind
Mission Who are you helping What will you deliver to them How will they benefit
Goals (Business Outcomes) Objectives
Niche, Audiences, Buyer Personas
3-5 Keyword Phrases
Voice
Process System Roles Software
Channel Plan Which channels, what will you do in them, what content will go in them
Research
Leverage Partners
Strategy
Content objectives
Solve problems Meet needs (allow clients to self-identify) Build relationships (be mindful of context) Relate to and educate (humanize your brand) Build authority and establish trust Listen, educate and demonstrate (your expertise) Add value
Strategy
Content
Topics, keyword research Blog Content Calendar (topics, rough ideas, trends) Types and formats of content Gated and/or non-gated Distribution (LinkedIn publisher, Medium, social media, email list) Syndication (RSS) Share directly with prospects Length
Long-form (cornerstone content, evergreen content, shareable) Short-form (news)
Strategy
Content
Promotion Social media (organic) Social media (ads) Google Ads (promote long form content) Email List Guest Posting on industry blogs
StrategyStrategy
WebsiteDesign for Lead Generation User Interface
Wireframe Storyboard (?)
User Experience Analytics (set up Google Analytics)
Aesthetic Design Theme Layouts Color Scheme Typography
Search Engine Optimization
Backend optimization (meta-data, tagging, etc.) Great content Writing for SEO (semantic search, keywords in copy) Copywriting Long-form content (maximize time on site)
Direct Search (list site address in all print collateral) Organic Search Paid Search (?)
Website
Blog
Content strategy
Content calendar
Categories of subject matter
Conversion (into subscribers, members and social media followers)
Website
Blog Subscribers
Subscribe via RSS or email
Exclusive content for them (membership section)
Landing page describing subscriber benefits Reasons Testimonials Multiple CTAs
Website
Blog
Social MediaOrganic Search Guest Posting
Referrals
Email List
CTA
Landing Page to access offer
Free Offer
Website
EmailEmail Strategy
Use Mailchimp (free under 2K on list, 12K emails a month)
Sign up form (right rail, header?, footer, inside content, links on home and contact pages)
Automated responses (thank you, drip auto-responder series)
Convert subscribers into leads
Promote on social
Email Content
Optimize subject lines
Short and conversational
Include social proof
Include downloads via landing pages
Single CTA (in text form)
Social Media Strategies
Goals (SMART) Share blog content Curate relevant and useful third-party content Entertain CTAs Incorporate SEO strategy Ask for shares and follows in blog posts Use url shortener and url builder to track in analytics Influencer marketing LinkedIn, Google+, Twitter, Flipboard?, other? (optimize for each)
Social Media
OptimizationMonthly (at least) site (Google analytics) and social media analytics to inform optimization Funnel traffic to landing pages that convert Remove barriers to conversion
Follow up email survey and/or Website survey to find out:
User intent and specific problems/opportunities The biggest thing they are struggling with The level of satisfaction with your offer Barriers to conversion
