How to Conquer Content Marketing

HOW TO CONQUER CONTENT MARKETING

© PROJECT X BRAND LAB


WHAT IS CONTENT MARKETING?


“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent

content to attract and acquire a clearly defined audience—with the objective of

driving profitable customer action.”

-The Content Marketing Institute (CMI)

EXAMPLES OF CONTENT MARKETING



Infographics • Web Pages Video • Blogs • Podcasts

Case Studies • Apps White Papers • eBooks

Webinars • Presentations


DIY / Instructional


Behind the Scenes


Shareable


Crowdsourced


WHERE TO BEGIN


Admit your fears.


And your objections.We don’t have enough time.I don’t know where to start.We don’t have the budget.I can’t measure this.What if it doesn’t work?

STEP 1

State your GOALS.



Position ACME Co. as the industry leader.

Increase member retention from 35% to 50% in 12 mos.

STEP 2

Define your OBJECTIVES.



Increase brand awareness.

Drive qualified leads to website.

Build loyalty with current members.

STEP 3

Create a content STRATEGY.



Audience: Who are you trying to reach?


Assets: What type of (relevant) content can you create?


Message:What’s your story?


Call-to-action:What do you want people to do?


Distribution:Match the message, format and audience with the right platform.


Value:Is your content relevant?

STEP 4

Identify your METRICS.



Measuring content effectiveness continues to be the #1 challenge for both B2B and B2C marketers.


Content Consumption (downloads, views)


Sharing (likes, shares, tweets, forwards)


Lead Gen Behavior(crm/url tracking, contact forms, subscriptions, conversionfrom content consumption to lead)


Sales(online and offline sales, crm data, url tracking, manual reporting, anecdotes)

$$$


IN A NUTSHELL


Quality over quantity. (Keep it simple)


Be flexible, and willing to try different tactics.


Be authentic and consistent.

ABOUT PROJECT X BRAND LABWe’re inventors. We’re word nerds. We’re artists. We’re caffeine addicts. We’re mental gymnasts.

For 20 years, Project X has been working closely with people like you to buil effective brands. We do this with creativity, smarts and grit—our work makes a connection and an impact.

Working with a boutique San Diego brand agency has its perks—we custom fit solutions to you and aren’t held hostage by some one-size-fits-all marketing formula. We’re flexible and don’t soak up resources with a

bunch of B-team players. Everyone at Project X Brand Lab is a seasoned expert in their field, so you always get top talent. Every consultation, every project, every time.

The best part of longevity is knowingwho you are. We know what kind of work we do best, and who we want to work with. We understand that you have big dreams and daily challenges because we have them, too. Maybe we can help you with both. If not, we can probably still offer a solution or two.

© PROJECT X BRAND LAB projectxbrandlab.com

How to Conquer Content Marketing

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