J A M I E W H A L E N

M A N A G E R O F C O N T E N T M A R K E T I N G

L I O N B R I D G E

"THE ART & SCIENCE OF

CONTENT MARKETING: FROM

STRATEGY TO EXECUTION TO

MEASUREMENT"

Brought to you by

W H A T I S C O N T E N T M A R K E T I N G ?

Content marketing is:

• . . . the marketing and business process for creating and

distributing relevant and valuable content to attract,

acquire, and engage a clearly defined and understood

target audience – with the objective of driving profitable

customer action.

• . . . a place to have quick, easily digestible content that

can be shared on social, in emails and in sales

enablement to assist a company on educating the client

on what the company does.

W H A T I S C O N T E N T M A R K E T I N G N O T ?

• A place to have gated content

• A place to have solution briefs

• A place to have white papers

• A place for any long tail content

that you have to download

C H A L L E N G E S

A T L I O N B R I D G E

• Lack of clarity on brand messaging

• Lack of online content all in one place

• lots of assets, no one central place

to house them all

• many different landing pages,

whitepapers, solution briefs, etc. but

no one place where anyone could

find all content

• Many customer pain points

W H A T I S A H U B ?

• Needs focused: personas, customer pain points and business objectives.

• Multiple formats: articles, videos, Slideshare presentations, podcasts, infographics, etc.

• Far reaching: It will reach an audience that you were unable to reach before in an organized fashion.

Hub Definition: A centralized location to house all

content based around content marketing efforts.

H O W D O Y O U C R E A T E A H U B ?

• Strategy

• Execution

• Measurement

P A R T 1 : F O C U S O N T H E S E

Q U E S T I O N S

1. What is your company trying to convey?

2. What will the hub help your company do?

3. How will you educate upper management?

4. How will you educate your sales team?

5. How much content will you create, who will create it,

and who will execute on it?

6. What is your budget for content creation?

7. Will you work with an internal partner or external

agency?

P A R T 2 : D O Y O U R

H O M E W O R K

GET SMART ABOUT YOUR . . .

• Company

• Product and service offered and not offered

• Brand strategy and messaging

• Overall content strategy

• Customers

• Pain points and needs

• Personas (create them if you don’t have’m)

• Internal Team

• Teams to work with for content creation

• SME’s and superstars in the company that can help you in times of need

P A R T 3 : C R E A T E A C O N T E N T

S T R A T E G Y F O R Y O U R H U B

• What is our GOAL and OBJECTIVE in creating

the Lionbridge Content Taxonomy?

• What is the Elevator Pitch for Lionbridge

content?

• What is the MISSION STATEMENT for our

content?

D E E P D I V E I N T O L I O N B R I D G E

CALENDAR BREAKDOWN

1. Open Days: place where extra articles can be

placed on a month of overflow articles

2. Polls: there will be 1-2 per month

3. Video: there will be 1 video a month

4. Blog: there will be 1-2 blogs per month

5. Articles:(2 per week) Content topics that are

relevant to new business objective (subject to

change per quarter)

D E E P D I V E I N T O L I O N B R I D G E

CONTENT TEMPLATES

• Editorial Content Calendar

• Article outline with SEO/Keywords/META description

• Social Strategy and Social Calendar

• Style Guide

• Content Submission Form

• Process for requesting content to be curated

• Best practices: Content on the Center, by format

• Content inventory

• Content taxonomy

• Customer stories

E X E C U T I O N : T A X O N O M Y

• Collaborate with a web developer

• Consider:

• subscription

• titles for categories of content

• rss feeds

• search bars

• url

• Keywords

• website platform to use( Wordpress/ Squarespace)

• having comments on or off

• newsletter for promotion

E X E C U T I O N : P U T

P R O C E S S E S I N P L A C E

• Building out content and images

• Editorial Content Calendar, updates and uploads to hub

• Launching the hub (will it be all at once or a phase approach)

• Weekly meeting with internal business stakeholders

• Weekly outreach plan for email and other assets

• Content/social distribution plan for all content that goes live

Caution: Do not launch unless you have

all content ready to go

E X E C U T I O N

• Get ready to launch your hub!!!

• Smile, and pride yourself in a job

well done, this took a lot of work.

• Once it launches get ready for the

next step: measurement of the

success of the hub

M E A S U R E M E N T : H U B

P E R F O R M A N C E

• Define measurement goals/metrics

• growth in engagement

• brand awareness

• content curation growth

• page view growth

• social growth (followers, shares, likes)

• ID technology to track the metrics

• Snagit

• Google Analytics

• Curata

• Excel

• Social Platforms

M E A S U R E M E N T

• Track your data weekly vs. the goal

• Hints to help you:

• Use visuals to better understand and

communicate data

• Regularly update your team and sponsors

• Track what content is and isn’t doing well

• Start small and then look into deeper dives

P L E A S E C H E C K O U T T H E C O N T E N T H U B F O R L I O N B R I D G E @

C O N T E N T . L I O N B R I D G E . C O M

P L E A S E F E E L F R E E T O C O N T A C T M E W I T H Q U E S T I O N S @

J A M I E L A L I B E R T E @ G M A I L . C O M

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F O L L O W M E O N L I N K E D I N A T

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W H A L E N / 3 1 / 7 / 5 0 B /

THANK YOU!