KEY INSIGHTSCONTENTMARKETINGWORLD 2015DAY 01 WORKSHOP

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5000+CLEVELAND 150 SESSIONS

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY

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Michael Brenner

Head of StrategyNewsCred

Doug Kessler

Co-founder, Creative Director Velocity

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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Fail to plan and you plan to fail.

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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Documentingis the operative word in this

equation, especially given:

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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Content marketing can involve any

number of stakeholders and resources.(A)

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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Creating content for the sake of

content isn’t enough – it has to be the

right content for the right audience.

(B)

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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Content without a strategic

distribution plan is largely a waste of time. (C)

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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It doesn’t have to be complex

Keeping things simple can help you stay laser-focused on what you’re trying to achieve and how

you will measure success.

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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EDITORIAL STRATEGY TIPS

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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The secret to a

'GOOD'

editorial strategy?

WHAT ARE THE SIMPLEST BUT MOST COMMONQUESTIONS MY CUSTOMERS ARE ASKING?

Now think,

how can you be the primary

source of answers and

information?

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Ask yourself:

THINK &ACT

LIKE APUBLISHER

CREATECONTENT YOUR

AUDIENCEWANTS

BUILD ANAUDIENCE

THENMONETIZE IT

MANAGECONTENT AS

AN ASSETWITH ROI

EDITORIAL STRATEGY MUSTS:

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MANAGECONTENT AS

AN ASSETWITH ROI

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When looking at ROI, try to use indicator metrics beforemoney metrics.

Don’t unplug what you’re doing now (e.g. ATL, traditionaladvertising, etc.) and replace it with content marketingovernight.

Instead, take a chunk of your budget, repurpose it, quantifythe value then increase as you go.

DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

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DISTRIBUTION STRATEGY TIPS

BUILDINGYOUR OWNCHANNELS.

GARNERINGSOCIAL

ENGAGEMENT

PUTTING PAIDBEHIND

THE CONTENTGETTING

TRACTION.

Maximise the

reach of your content by:

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1

OrganicSEO

Organic social

3 4

Ad networks

Newsletterlead nurturing

Paid social Native

THE BEST

DISTRIBUTION

TACTICS:

2

65

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Email newsletters are still

a very powerful form of distribution.

45% of traffic on NewsCred comes from thecontent marketing newsletter.

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LESS-PRACTICED BUT CRUCIAL ASPECTS

TO A DOCUMENTED CONTENT STRATEGY

FIVE

01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

Content mission statement12 141 What you want to be and for whom

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Your sweet spot12 142 Where “stuff your prospects care about most”meets “stuff you know most about”.

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Psychographics12 143 Think about the attitudes, biases, behaviours and

beliefs of your target audience, then identify your‘perfect’ prospect.

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Trigger events12 144 What are some key ‘content pillar’ events

you can create?

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Identify your 'whys'12 145 Why are you doing what you’re doing and

why does it make the most sense for youraudience?

01DEVELOPING A DOCUMENTEDCONTENT MARKETING STRATEGY:

Identify your 'whys'1214 5Why are you doing what you’re doing and

why does it make the most sense for youraudience?

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SOME TAKE-OUT

EXERCISES FOR YOU

TO TRY:

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Write down three titles for pieces

of content for the top, middle and

bottom of the funnel (nine in all) that start

with your audience information needs.

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2.

Use this ‘recipe’ to craft a

documented content marketing

mission statement, aligned with your

brand mission statement.

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3.

Describe the unique psychology of your

ideal prospect – the biases, prejudices,

attitudes and beliefs of the people most

likely to buy from you.

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THE INSIGHTS FROMCONTENT MARKETING WORLD

2015