sleek content 101

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Content Marketing Strategy 101

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Content Marketing Strategy 101 by Jonathan Kranz.

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Page 1: Sleek content 101

Content Marketing Strategy

101

Page 2: Sleek content 101

Just what is content anyway?

Versus…

Page 3: Sleek content 101

The Electric Kool-Aid Content Quality Acid Test:

Is your content so

good your

prospects would

actively seek it out

(and maybe even

pay for it)!

Page 4: Sleek content 101

Step I: Establish business goals!

Your goalsYour

strategy

Page 5: Sleek content 101

Business Goals:

•Increase revenue

•Increase profits

•Expand market

share

•Expand “mind

share”

•Expand

geographic reach

•Enter new

markets

•Establish new

partners

•Decrease cost of

doing business

•Other:

Marketing/Sales Goals:

•Acquire more customers

•Customer retention

•Increase sales

•Increase closings/

conversions

•Expand brand awareness

•Establish “position”

•Expand web presence

•Drive ecommerce platform

•Lower cost/lead,

cost/conversion

•Accelerate movement

through pipeline

•Identify more prospects

•Improve customer

satisfaction

•Support channel partners

•Other:

Content Marketing

Goals:

•Establish thought

leadership and/or

expertise, credibility

•Intercept researchers

and searchers

•Improve organic SEO

•Lead generation

•Lead nurturance

•Education

•Drive web traffic

•Expand database

•Improve social media

presence/visibility

•Acquire customers

•Facilitate funnel

momentum

•Other:

Page 6: Sleek content 101

“By doing” goals

We will….

Increase revenues…

Improve profitability…

Decrease the cost of doing

business…

…by doing….

…by expanding into new

markets.

…by targeting the optimal

customer segments.

…by investing our marketing

budget in proven content

strategies.

Page 7: Sleek content 101

The Electric Kool-Aid Content Goals Acid Test:

Would fulfilling

your content

marketing goals

really meet your

business

objectives?

Page 8: Sleek content 101

Step II: Define Your Content Turf

“I’m all about

optimizin’ impact

through timely,

relevant content.

Know what I’m

sayin’?”

Page 9: Sleek content 101

Match your know-how to their need-to-

know

• List your

knowledge

• List their needs

• Connect the dots

Page 10: Sleek content 101

Example: RentGrow

Expertise:

• Screening tech

• Data sets

• Online training

• Fed. & state regs.

Client Needs:

• Qualified tenants

• Fast training

• Speed & accuracy

• Reg. compliance

Page 11: Sleek content 101

“Whoa, hold the phone, ace…”

“What ya’ got that’s

distinctive an’

urgent?”

“What’s your take,

man, your angle?

Page 12: Sleek content 101

The Electric Kool-Aid Content Turf Acid Test:

Is your topic area

urgent enough to

demand

immediate

attention?

Page 13: Sleek content 101

Step III: Identify Your Tactics

“We will crush the bourgeoisie – with content!”

Page 14: Sleek content 101

42? And I’m sure you can think of more…

Page 15: Sleek content 101

He’s baaack…

“Three things, slick:

One, do they fit with

your strategy?

Two, do they conform

with your audience’s

preferences, kemo

sabe?

Three, have you done

this – can you do this,

man?”

Page 16: Sleek content 101

The Electric Kool-Aid Content Tactics Acid Test:

Are your tactics

consistent with

your resources

and accessible to

your audience?

Page 17: Sleek content 101

Step IV: Map Your Plan

Who?

How?

Where?

When?

Why? (Not why. You

already know why.

Because you

completed Step I!)

Page 18: Sleek content 101

Step V: Reality Check

Page 19: Sleek content 101

Build what you really need – and no more.

Page 20: Sleek content 101

“Monday morning” check-in

with your new friend:

What three things do you

promise to do right away to

complete your content

strategy?

Page 21: Sleek content 101

Thank you!Jonathan Kranz

Kranz Communications

[email protected]

www.kranzcom.com

(781) 620-1154

@jonkranz