generate a content strategy to create rabid fans and buyers

agileleverage.com @coreypost

Generate a Content Strategy to Create Rabid

Fans and BuyersPresented at Affiliate Summit East 2014

http://agileleverage.com/


About Me

• Founder of Content Marketing Firm, AgileLeverage.com

• Speaker/Writer• Marketing Leadership

Experience at Startups and Public Companies

• Currently Serve as Entrepreneur in Residence at The Startup Factory

• Earned MBA from the Darden School of Business Administration at the University of Virginia



Engage As We Go!

Please feel free to Tweet questions/comments during the presentation:

#ASE14@CoreyPost

We have a short time together. Email me questions as they come up:

[email protected]



Get to Know Your Customers



Create Personas

• Fictional Representation of Your Buyers/Customers

• Try to Understand Who They Are

- Use Real Customer Data

- Demographics- Online Behavior- Surveys- Fill in “Gaps” with

Educated Hypotheses



Create Personas

• Build “Persona Cards”• Descriptive name:

“Technical Tina”• Representative Picture

of “Tina” • Background• Demographics• Pain Points

- How Your Product/Service Relieves Those Pain Points

• Messaging that Resonates



Negative Personas

• Not Everyone Is/Should Be a Customer

• Consider:- Freebie Hunters- Poor ROI- Lack of

Discretionary Income

• Eliminate “Non-Prospects” to Help You Focus on “Right Prospects”



Learn More About Personas

agileleverage.com/personas


http://agileleverage.com/personas


Develop Your Content Marketing Team



Important Questions

• “Who will prepare - write, edit, shoot, design - my content?”

• “Who will promote my content via blogs, Twitter, Facebook, etc.?”



How to Find the Right People

• Utilize Your Existing Resources • Volunteers• Industry Connections• Interns• Staff

• Consider Third Party Sites Like Elance.com

• Focus on Ability and Interest• Requisite Skills to

Perform Job- Writer Must be Able

to…Write- Match Member

Interest to Subject Matter



Set Goals and Metrics



Determine Your Goals

• Key Performance Indicators

• Sales• Leads• Pageviews• Downloads• Members• Likes• (re)Tweets• Links• Unique Visits



Calculate Your Success Metrics

• Assign Value to Metrics to Determine “Content Winners”• Subjective:

A Pageview is Worth ‘X’ to Your Organization

• Objective:A Sale (with lifetime value calculation) is Worth ‘Y’ to Your Organization



Track Your Results

• Consider Using Google Analytics

• Set Up Event Tracking

• Set Up Goal Pages• Thank You Pages• Attach Monetary

Amounts• Create Funnels• Determine Where

Prospects “Drop Off”



Build Your Promotion Strategy



Determine Content Distribution Channels:

Organic• Email • Newsletter• Blog Post• Links• Press Release• Social Media• Your Profiles• Reader Profiles

- “Share This”



Determine Content Distribution Channels:

Paid• Promote Your Content

Through Social Ads• Advertise Your Post on

Facebook• Advertise Your Tweets

on Twitter• Don’t Forget YouTube

and LinkedIn• Consider PPC• Important to Track

Spending Against Goals/KPIs

• Monitor Your Campaign Data and Iterate Messaging



Plan Your Editorial



Create an Editorial Calendar

• Map Content Creation Over Time

• Envision Content Creation Process

• Stay Organized• Allocate

Resources- Ideation- Creation- Distribution

• Tie Content to Goals/KPIs



Use Analytics to Ideate and Eliminate

• Find Themes that Generate Pageviews• Develop a Series• Expand the Content• Create Related

Content• Find Themes that Have

High Bounce Rate but a lot of Pageviews• Consider Changing

Content, Images or Design



Content Strategy Resources

agileleverage.com/AffSumm


http://agileleverage.com/affsumm

http://agileleverage.com/affsumm


Let’s Connect

Email: [email protected]: @coreypostContent Marketing Newsletter: agileleverage.com/news


http://agileleverage.com/news


Thank You for Attending!

Any Questions?
