Presenter: Justin Champion

HOW TO REVERSE ENGINEER YOUR CONTENT MARKETING PLAN

Justin Champion@JustinRChampion

WHY AM I HERE?

1Content creation overview2Buyer persona/journey identification3Reverse engineering content creation 4Building a simple conversion funnel5Repurposing content6Next steps and resources

AGENDA

1CONTENT CREATION OVERVIEW

Started content marketing efforts

But trying to achieve results may feel like this.

Limited bandwidth

Have a hard time creating content on a consistent basis

MOST COMMON ROADBLOCKS TO SUCCESS

Not sure how to communicate brand story/message across multiple channels

Unable to connect everything

BlogsEmailSocial media

Videos

Content offer

2 IDENTIFYING BUYER PERSONA(S) AND THEIR BUYER’S JOURNEY(S)

The Buyer’s Journey

Buyer Personas

BUYER PERSONASemi-fictional representation of your ideal customers based on quantitative and qualitative research.

The Buyer’s Journey

Buyer Personas

THE BUYER’S JOURNEYThe active research process people go through leading up to making a purchase.

THE BUYER’S JOURNEY

PROBLEM SOLUTION PRODUCT/SERVICE

Identify the buyer’s journey for each buyer persona.

Guide

Checklist

Webinar

Case study

Consultation

Awareness

Consideration

Decision

3REVERSE ENGINEERING CONTENT CREATION

Retrograde Analysis: to look ahead, it pays to look backwards.

There is nothing special about this sentence, except for the the fact that your brain skips the second

‘the’.

There is nothing special about this sentence, except for the the fact that your brain skips the second

‘the’.

Creates a pre-promotion plan for your content

Directly connects short-term content activities to long-term content goals

BENEFITS OF REVERSE ENGINEERING CONTENT

Helps create a sustainable content creation process

Let’s create a guide.

Step 1: select a content theme that’s relevant to your business or

industry.

Content Theme: How to convert your truck into an off-grid mobile camp.

Step 2: make a list of supporting topics that back up your content

theme.

Supporting topics• Installing carpet• Repurposing a blanket into

curtains• Creating a rip-away screen• Building a rooftop deck• Creating an off-grid

electrical system• Installing a storage area• Creating a couch out of

foam cushions• Installing a reclaimed

wood wall• Purchasing a truck cap• Weatherizing your truck

cap• Supplies for your storage

area

Step 3: decide which supporting topics are most relevant to your

guide.

Supporting topics• Installing carpet• Repurposing a blanket into

curtains• Creating a rip-away screen• Building a rooftop deck• Creating an off-grid

electrical system• Installing a storage area• Creating a couch out of

foam cushions• Installing a reclaimed

wood wall• Purchasing a truck cap• Weatherizing your truck

cap• Supplies for your storage

area

Welcome to the outline of your guide!

Chapters• Installing Carpeting• Repurposing a blanket into

curtains• Creating a rip-away screen• Creating an off-grid

electrical system• Installing a storage area• Installing reclaimed wood

wall• Purchasing a truck cap• Weatherizing your truck

cap

Title• From Truck to Mobile Camp

Step 4: create a blog post for each supporting topic.

Step 5: integrate distribution channels by telling the same story through a

different lens.

YouTubeInstagram

Step 6: Download or create a template for your guide.

Step 7: Recycle blog content and format into chapters; add an

introduction and a conclusion.

BAM! You just puzzled together a guide by recycling weekly content activities.

Step 8: Update call-to-actions on every blog post to promote guide.

AfterBefore

4BUILDING A SIMPLE CONVERSION FUNNEL

Now that we have our guide, we need to create a conversion path for visitors to access it.

Provide a pleasant, manageable experience

Keep it simple

BEST PRACTICES TO OPTIMIZING USER EXPERIENCE

Be consistent on every page

Someone finds blog post on Google.

Find a relevant CTA to access guide

They read the blog post and want to learn more.

Visits landing page and fills out form to receive free guide.

Have them identify their buyer persona.

Allow visitor to easily download guide.

Call out download link

Promote secondary CTA

Blog post

CTA

Guide landing

page Form

Guide thank you

page

Access guide CTA

1. Visitor finds blog post and clicks link to access free guide to learn more.

2. Visitor fills out form to access guide.

3. Visitor becomes a contact and now has access to download guide.

CONVERSION FUNNEL REVIEW

5REPURPOSING CONTENT

ReduceReuse

RecycleYour new

content marketing best

friend.

Think of yourself like a multipurpose minimalist; stretch the value of your possessions.

Think: “How else can this content be consumed?”

Guide

Checklist

Webinar

Case study

Consultation

BlogsInstagram

Videos

Guide

Checklist

Case study

Webinar

6NEXT STEPS AND RESOURCES

Pre-Register for the FREE Content Marketing Certification!http://academy.hubspot.com/content-marketing-certification-course

RINSE. WASH. REPEAT.

FINAL WORDS