walkersands.com 2ROI does not only mean revenue 6 @cbeasleyb @walkersands #RaganWriting....

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http://www.youtube.com/watch?v=fNLZIBCc6lc

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Definition of Content:

A. Substance, gist

B. Meaning, significance

C. The events, physical detail and information in a work of art

3@cbeasleyb @walkersands

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Definition of Content Marketing:

A strategic marketing approach focused on creating and

distributing valuable, relevant and consistent content to attract and

retain a clearly defined audience—and, ultimately, to drive profitable

customer action.


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Formula for Content ROI

Relevant + Timely + On-Brand = Impactful


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Defining ROI

ROI does not only mean revenue


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5 Steps to Building an ROI Generating Content Program

Courtney Beasley, Vice President of Marketing, Walker Sands

@cbeasleyb | @walkersands#RaganWriting

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400 hours of video are uploaded to YouTube every minute.

@cbeasleyb @walkersands#RaganWriting

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1. Know your business (through the eyes of your audience)

2. Anticipate needs

3. Create purposeful content

4. Be where they are

5. Keep the conversation going


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1. Know Your Business (Through the Eyes of Your Audience)


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Knowing Your Business


Has your business or industry changed? Then it's likely your

audience has, too.

• Know your business• What do you sell?

• Why is it important?

• Know what your audience thinks your business is• What do they think you sell?

• Why is it important to them? @cbeasleyb @walkersands

#RaganWriting

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Buffer + transparency

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Build content that makes your audience feel heard. This not only shows that you know yourself, but that you understand their needs.


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2. Anticipate Needs


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Anticipate Needs


• To stand out, aim to know the good, the bad and everything in between

• Use your buyer personas. If they’re not giving you this information, it’s time to do them again

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• Collect data from internal and external resources

• Identify demographics that define your audience

• Age, gender, buying habits

• Include clients and prospects

• Conduct personal interviews with multiple people on

your team

Building personas

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A good buyer persona clearly defines:

• Why buyers decide to shop for what you sell

• How buyers look for what you sell

• What criteria buyers use when making a purchasing decision

• Why buyers choose you over competitors

• Which channels are most effective

CEO COO SVP VP

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Remember, this is for your strategy. Only do what is needed for your goals.


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3. Create Purposeful Content


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Creating Purposeful Content


• Speak to their current and future needs as an organization in

their roles

• Create value adding content for each persona

• Sunset and repurpose where applicable


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First build a spreadsheet with your resources.

Then ask the following:

• What needs updated, reskinned?

• What should you walk away from? Why?

• Where are the gaps for roles and phases in

the funnel?

Perform content audit

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Buffer + The “No New Content” Challenge


• No net new blog content for 30 days

• Content audit and funnel mapping

• Repurposed into infographics, SlideShares,

video and audio content, Pinterest images,

and email campaigns

• Posted on social, Medium, blog and other

platforms

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Keep, repurpose, sunset but first know why.


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4. Be Where They AreBuild your multichannel strategy based on

your audience’s preferences


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Your content is only effective if your audience sees it.


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5. Keep the Conversation Going


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Keep the Conversation Going

• Continual conversations build trust

• Use your data systems to understand what is working


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http://www.youtube.com/watch?v=cMgfVenLRSI

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Site Analytics

Marketing Automation

CRM Platforms

Marketing Automation @cbeasleyb @walkersands#RaganWriting

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Customers are people, too.


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5 Steps in Review

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Step 1

Know your business (through the eyes of

your audience)• Review your brand positioning and awareness. Make sure they

still align.@cbeasleyb @walkersands

#RaganWriting

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Step 2

Anticipate Needs• Know what makes them tick. Perform buyer persona research.


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Step 3

Create Purposeful Content• Perform a content audit to understand what is needed.

• Don’t be afraid to repurpose or sunset content.


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Step 4

Be Where They Are• Create the right mix of multimedia channels.


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Step 5

Keep the Conversation Going • Use data to iterate.

• Stay open to consistent feedback loops.


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Formula for Content ROI

Relevant + Timely + On-Brand = Impactful


#RaganWriting

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Courtney BeasleyVice President of Marketing,

Walker Sands

[email protected]

walkersands.com 2ROI does not only mean revenue 6 @cbeasleyb @walkersands #RaganWriting....

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