The Content Inc. Model by Joe Pulizzi - Content Marketing Master Class 2016
VERTICAL MEASURES | 2019...B2B research, it would be this: If you want to be more effective at...
Transcript of VERTICAL MEASURES | 2019...B2B research, it would be this: If you want to be more effective at...
VERTICAL MEASURES | 2019
If we had to pick one key theme that has emerged from this yearrsquos B2B research it would be this If you want to be more effective at content marketing document your strategy
- Joe Pulizzi and Ann Handley Content Marketing Institute 2015 Benchmarks Budgets and Trends Report
is a central focus for both B2C and B2B inbound marketers This type of content is aimed at providing valuable useful information to potential and current customers in order to drive qualified leads build brand authority and trust and solidify customer loyalty
Audience-driven content
Forrester reports that potential buyers are now 70 to 90 of the way through the sales process when they finally connect to a salesperson Whatrsquos more potential customers reward businesses who provide them with honest and helpful content
Prospects are more informedbefore the point of purchase than in any other point in history
So thatrsquos great we know businesses need to publish quality content But how do we actually go about creating effective content that resonates with potential customers and turns curious site visitors into leads and ultimately into customers
The buyer is
of the way through the sales process before ever
connecting with a salesperson
TO
The answer it all starts with a documented content strategy
2 Vertical Measures
What iscontent marketing strategy
Informed
Realistic
A documented content strategy doesnrsquot have to be a 50-page document or a 75-slide PowerPoint presentation You can make your content strategy as robust or simple as your time and budget allows All you need to create is an informed realistic and actionable plan that outlines how content will help you achieve your larger business goals This document will help align your people processes and priorities around common goals and accelerate any efforts you make
Well-researched educated on industry audience competitors and business challengesopportunities
Practical content recommendations and insights are relative to your business
ActionableStep-by-step plan that can easily roll into execution and be scaled updown by budget
Data-drivenYour content plan is centered on evidence and is measurable
Your content strategy should be
An effective content strategy gives you a dedicated action plan with a prioritized roadmap to help you maximize the return on your content investment A 2015 study by the Content Marketing Institute found that successful inbound marketers shared a common practice 52 of those surveyed whose content was (self-reported) most effective said they had a documented content strategy and they followed it
Why create a content strategy
Content strategies do not have to be made from scratch For most businesses if you can answer these questions for the following 8 checkpoints in at least one full sentence then congratulations you will have documented your first content strategy
content strategy template
Business Goals Why are you creating content
Getting started - do it with a
Content Goals What do you want the content to do
Audience Who will your content speak to
Competitor Research What are your competitors doing online and where can you find a competitive advantage
Format What are the content formats you can realistically create
Distribution Where will the content live and how will it be shared How often will you publish contentImplementation What is your budget for content Who will produce publish and promote your content
Measurement How will you measure success Set 1 realistic milestone for your content for the first 90 days Repeat after each defined measurement cycle
Letrsquos go over these 8 core checkpoints in greater detail At the end of this template you will be able to draft your own content strategy and move on to producing great content
Yes but it isnrsquotdocumented
Percentage of B2B Marketers Who Have a
Content Marketing Strategy
Yes and it is documented
Unsure
No
Source Content Marketing Institute
How Much Should We Spend on Marketing
Source The CMO Survey and Deloitte Digital
Consumer Packaged Goods
Consumer Services
Tech SoftwareBiotech
CommunicationsMedia
Service Consulting
Education
HealthcarePharmaceuticals
Retail Wholesale
BankingFinanceInsurance
Transportation
Manufacturing
Engery
MiningConstruction
24
1515
1313
12
111010
88
8
4
Industry Revenue allocated for Marketing
Annual Revenue
Marketing Budget
of Revenue
Higher
How do you compare within your business category
Lower
Same
YOUR CURRENTALLOCATION
4 Vertical Measures
Your business goals drive your overall content strategy All content should directly support or complement your larger business goals Most companies create content to drive additional leads to increase revenue
Why are you creating contentBusiness Goals
Checkpoint 1Your business goals drive your overall
content strategy All content should directly support or complement your larger business goals
Why are you creating content
Start writing
Why are you doing content marketing
Example Increase qualified lead generation become a thought leader expand to new markets or audiences
Other common goals include establishing a business as a thought leader or primary authoritative voice within an industry or expanding your brand to reach to a new market or audience Always make sure you have a clear business purpose for why you are specifically using content in your marketing efforts
5
What are your goals for your content
Content Goals
Checkpoint 2
Start writing
What do you want the content to do
Content goals take your business goals and narrow them down into the specific context of what the content needs to do in order for you to achieve your business goals If your goal is to become an authoritative thought leader your content typically needs to be comprehensive insightful and educational (Specific formats like how to decide between blog articles or white papers are discussed later in the strategy process) In this checkpoint you want to focus on defining the elements each piece of content should contain to effectively support your business needs
If time and budget are on your side you can take this checkpoint one step further by identifying concise and specific strategic initiatives that outline how you are going to achieve your content goals
Strategy Initiatives(eg Create a Resource Center)
Content Goals (eg Educate Engage)
Business Goals(eg Drive Leads)
Examples Educate readers create a community dialogue or showcase brand values and expertise
6
What do you want your content to do
Start writing
Who is the intended audience of your contentAudience Goals
Checkpoint 3
Who will your content speak to
The most successful content marketing campaigns align production and distribution to the needs goals and concerns of a specific audience
Creating content for a generic audience is a no-win situation
bull Your target audiencersquos general demographics age gender and digital comfort level
bull The problem your audience is trying to solvebull Your audiencersquos expectations from your industry
product or servicebull Your audiencersquos primary hesitation to convertWho will your content speak to
Yoursquoll invest valuable resources to produce content that attempts to speak to everyone and usually ends up bland with your readers hitting the snooze button
Instead always speak directly to your core target market Developing buyer personas can be a comprehensive process but for now wersquoll simplify your persona profile to include only the basic information yoursquoll need to get going with content production
Example Company ABC is a plastic surgery practice Their target audience is between 30 and 50 years old is very comfortable with the internet and technology wants to find the right medical practitioner for an elective procedure needs empathetic customer service and is concerned about results pain and cost
7
Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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If we had to pick one key theme that has emerged from this yearrsquos B2B research it would be this If you want to be more effective at content marketing document your strategy
- Joe Pulizzi and Ann Handley Content Marketing Institute 2015 Benchmarks Budgets and Trends Report
is a central focus for both B2C and B2B inbound marketers This type of content is aimed at providing valuable useful information to potential and current customers in order to drive qualified leads build brand authority and trust and solidify customer loyalty
Audience-driven content
Forrester reports that potential buyers are now 70 to 90 of the way through the sales process when they finally connect to a salesperson Whatrsquos more potential customers reward businesses who provide them with honest and helpful content
Prospects are more informedbefore the point of purchase than in any other point in history
So thatrsquos great we know businesses need to publish quality content But how do we actually go about creating effective content that resonates with potential customers and turns curious site visitors into leads and ultimately into customers
The buyer is
of the way through the sales process before ever
connecting with a salesperson
TO
The answer it all starts with a documented content strategy
2 Vertical Measures
What iscontent marketing strategy
Informed
Realistic
A documented content strategy doesnrsquot have to be a 50-page document or a 75-slide PowerPoint presentation You can make your content strategy as robust or simple as your time and budget allows All you need to create is an informed realistic and actionable plan that outlines how content will help you achieve your larger business goals This document will help align your people processes and priorities around common goals and accelerate any efforts you make
Well-researched educated on industry audience competitors and business challengesopportunities
Practical content recommendations and insights are relative to your business
ActionableStep-by-step plan that can easily roll into execution and be scaled updown by budget
Data-drivenYour content plan is centered on evidence and is measurable
Your content strategy should be
An effective content strategy gives you a dedicated action plan with a prioritized roadmap to help you maximize the return on your content investment A 2015 study by the Content Marketing Institute found that successful inbound marketers shared a common practice 52 of those surveyed whose content was (self-reported) most effective said they had a documented content strategy and they followed it
Why create a content strategy
Content strategies do not have to be made from scratch For most businesses if you can answer these questions for the following 8 checkpoints in at least one full sentence then congratulations you will have documented your first content strategy
content strategy template
Business Goals Why are you creating content
Getting started - do it with a
Content Goals What do you want the content to do
Audience Who will your content speak to
Competitor Research What are your competitors doing online and where can you find a competitive advantage
Format What are the content formats you can realistically create
Distribution Where will the content live and how will it be shared How often will you publish contentImplementation What is your budget for content Who will produce publish and promote your content
Measurement How will you measure success Set 1 realistic milestone for your content for the first 90 days Repeat after each defined measurement cycle
Letrsquos go over these 8 core checkpoints in greater detail At the end of this template you will be able to draft your own content strategy and move on to producing great content
Yes but it isnrsquotdocumented
Percentage of B2B Marketers Who Have a
Content Marketing Strategy
Yes and it is documented
Unsure
No
Source Content Marketing Institute
How Much Should We Spend on Marketing
Source The CMO Survey and Deloitte Digital
Consumer Packaged Goods
Consumer Services
Tech SoftwareBiotech
CommunicationsMedia
Service Consulting
Education
HealthcarePharmaceuticals
Retail Wholesale
BankingFinanceInsurance
Transportation
Manufacturing
Engery
MiningConstruction
24
1515
1313
12
111010
88
8
4
Industry Revenue allocated for Marketing
Annual Revenue
Marketing Budget
of Revenue
Higher
How do you compare within your business category
Lower
Same
YOUR CURRENTALLOCATION
4 Vertical Measures
Your business goals drive your overall content strategy All content should directly support or complement your larger business goals Most companies create content to drive additional leads to increase revenue
Why are you creating contentBusiness Goals
Checkpoint 1Your business goals drive your overall
content strategy All content should directly support or complement your larger business goals
Why are you creating content
Start writing
Why are you doing content marketing
Example Increase qualified lead generation become a thought leader expand to new markets or audiences
Other common goals include establishing a business as a thought leader or primary authoritative voice within an industry or expanding your brand to reach to a new market or audience Always make sure you have a clear business purpose for why you are specifically using content in your marketing efforts
5
What are your goals for your content
Content Goals
Checkpoint 2
Start writing
What do you want the content to do
Content goals take your business goals and narrow them down into the specific context of what the content needs to do in order for you to achieve your business goals If your goal is to become an authoritative thought leader your content typically needs to be comprehensive insightful and educational (Specific formats like how to decide between blog articles or white papers are discussed later in the strategy process) In this checkpoint you want to focus on defining the elements each piece of content should contain to effectively support your business needs
If time and budget are on your side you can take this checkpoint one step further by identifying concise and specific strategic initiatives that outline how you are going to achieve your content goals
Strategy Initiatives(eg Create a Resource Center)
Content Goals (eg Educate Engage)
Business Goals(eg Drive Leads)
Examples Educate readers create a community dialogue or showcase brand values and expertise
6
What do you want your content to do
Start writing
Who is the intended audience of your contentAudience Goals
Checkpoint 3
Who will your content speak to
The most successful content marketing campaigns align production and distribution to the needs goals and concerns of a specific audience
Creating content for a generic audience is a no-win situation
bull Your target audiencersquos general demographics age gender and digital comfort level
bull The problem your audience is trying to solvebull Your audiencersquos expectations from your industry
product or servicebull Your audiencersquos primary hesitation to convertWho will your content speak to
Yoursquoll invest valuable resources to produce content that attempts to speak to everyone and usually ends up bland with your readers hitting the snooze button
Instead always speak directly to your core target market Developing buyer personas can be a comprehensive process but for now wersquoll simplify your persona profile to include only the basic information yoursquoll need to get going with content production
Example Company ABC is a plastic surgery practice Their target audience is between 30 and 50 years old is very comfortable with the internet and technology wants to find the right medical practitioner for an elective procedure needs empathetic customer service and is concerned about results pain and cost
7
Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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What iscontent marketing strategy
Informed
Realistic
A documented content strategy doesnrsquot have to be a 50-page document or a 75-slide PowerPoint presentation You can make your content strategy as robust or simple as your time and budget allows All you need to create is an informed realistic and actionable plan that outlines how content will help you achieve your larger business goals This document will help align your people processes and priorities around common goals and accelerate any efforts you make
Well-researched educated on industry audience competitors and business challengesopportunities
Practical content recommendations and insights are relative to your business
ActionableStep-by-step plan that can easily roll into execution and be scaled updown by budget
Data-drivenYour content plan is centered on evidence and is measurable
Your content strategy should be
An effective content strategy gives you a dedicated action plan with a prioritized roadmap to help you maximize the return on your content investment A 2015 study by the Content Marketing Institute found that successful inbound marketers shared a common practice 52 of those surveyed whose content was (self-reported) most effective said they had a documented content strategy and they followed it
Why create a content strategy
Content strategies do not have to be made from scratch For most businesses if you can answer these questions for the following 8 checkpoints in at least one full sentence then congratulations you will have documented your first content strategy
content strategy template
Business Goals Why are you creating content
Getting started - do it with a
Content Goals What do you want the content to do
Audience Who will your content speak to
Competitor Research What are your competitors doing online and where can you find a competitive advantage
Format What are the content formats you can realistically create
Distribution Where will the content live and how will it be shared How often will you publish contentImplementation What is your budget for content Who will produce publish and promote your content
Measurement How will you measure success Set 1 realistic milestone for your content for the first 90 days Repeat after each defined measurement cycle
Letrsquos go over these 8 core checkpoints in greater detail At the end of this template you will be able to draft your own content strategy and move on to producing great content
Yes but it isnrsquotdocumented
Percentage of B2B Marketers Who Have a
Content Marketing Strategy
Yes and it is documented
Unsure
No
Source Content Marketing Institute
How Much Should We Spend on Marketing
Source The CMO Survey and Deloitte Digital
Consumer Packaged Goods
Consumer Services
Tech SoftwareBiotech
CommunicationsMedia
Service Consulting
Education
HealthcarePharmaceuticals
Retail Wholesale
BankingFinanceInsurance
Transportation
Manufacturing
Engery
MiningConstruction
24
1515
1313
12
111010
88
8
4
Industry Revenue allocated for Marketing
Annual Revenue
Marketing Budget
of Revenue
Higher
How do you compare within your business category
Lower
Same
YOUR CURRENTALLOCATION
4 Vertical Measures
Your business goals drive your overall content strategy All content should directly support or complement your larger business goals Most companies create content to drive additional leads to increase revenue
Why are you creating contentBusiness Goals
Checkpoint 1Your business goals drive your overall
content strategy All content should directly support or complement your larger business goals
Why are you creating content
Start writing
Why are you doing content marketing
Example Increase qualified lead generation become a thought leader expand to new markets or audiences
Other common goals include establishing a business as a thought leader or primary authoritative voice within an industry or expanding your brand to reach to a new market or audience Always make sure you have a clear business purpose for why you are specifically using content in your marketing efforts
5
What are your goals for your content
Content Goals
Checkpoint 2
Start writing
What do you want the content to do
Content goals take your business goals and narrow them down into the specific context of what the content needs to do in order for you to achieve your business goals If your goal is to become an authoritative thought leader your content typically needs to be comprehensive insightful and educational (Specific formats like how to decide between blog articles or white papers are discussed later in the strategy process) In this checkpoint you want to focus on defining the elements each piece of content should contain to effectively support your business needs
If time and budget are on your side you can take this checkpoint one step further by identifying concise and specific strategic initiatives that outline how you are going to achieve your content goals
Strategy Initiatives(eg Create a Resource Center)
Content Goals (eg Educate Engage)
Business Goals(eg Drive Leads)
Examples Educate readers create a community dialogue or showcase brand values and expertise
6
What do you want your content to do
Start writing
Who is the intended audience of your contentAudience Goals
Checkpoint 3
Who will your content speak to
The most successful content marketing campaigns align production and distribution to the needs goals and concerns of a specific audience
Creating content for a generic audience is a no-win situation
bull Your target audiencersquos general demographics age gender and digital comfort level
bull The problem your audience is trying to solvebull Your audiencersquos expectations from your industry
product or servicebull Your audiencersquos primary hesitation to convertWho will your content speak to
Yoursquoll invest valuable resources to produce content that attempts to speak to everyone and usually ends up bland with your readers hitting the snooze button
Instead always speak directly to your core target market Developing buyer personas can be a comprehensive process but for now wersquoll simplify your persona profile to include only the basic information yoursquoll need to get going with content production
Example Company ABC is a plastic surgery practice Their target audience is between 30 and 50 years old is very comfortable with the internet and technology wants to find the right medical practitioner for an elective procedure needs empathetic customer service and is concerned about results pain and cost
7
Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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How Much Should We Spend on Marketing
Source The CMO Survey and Deloitte Digital
Consumer Packaged Goods
Consumer Services
Tech SoftwareBiotech
CommunicationsMedia
Service Consulting
Education
HealthcarePharmaceuticals
Retail Wholesale
BankingFinanceInsurance
Transportation
Manufacturing
Engery
MiningConstruction
24
1515
1313
12
111010
88
8
4
Industry Revenue allocated for Marketing
Annual Revenue
Marketing Budget
of Revenue
Higher
How do you compare within your business category
Lower
Same
YOUR CURRENTALLOCATION
4 Vertical Measures
Your business goals drive your overall content strategy All content should directly support or complement your larger business goals Most companies create content to drive additional leads to increase revenue
Why are you creating contentBusiness Goals
Checkpoint 1Your business goals drive your overall
content strategy All content should directly support or complement your larger business goals
Why are you creating content
Start writing
Why are you doing content marketing
Example Increase qualified lead generation become a thought leader expand to new markets or audiences
Other common goals include establishing a business as a thought leader or primary authoritative voice within an industry or expanding your brand to reach to a new market or audience Always make sure you have a clear business purpose for why you are specifically using content in your marketing efforts
5
What are your goals for your content
Content Goals
Checkpoint 2
Start writing
What do you want the content to do
Content goals take your business goals and narrow them down into the specific context of what the content needs to do in order for you to achieve your business goals If your goal is to become an authoritative thought leader your content typically needs to be comprehensive insightful and educational (Specific formats like how to decide between blog articles or white papers are discussed later in the strategy process) In this checkpoint you want to focus on defining the elements each piece of content should contain to effectively support your business needs
If time and budget are on your side you can take this checkpoint one step further by identifying concise and specific strategic initiatives that outline how you are going to achieve your content goals
Strategy Initiatives(eg Create a Resource Center)
Content Goals (eg Educate Engage)
Business Goals(eg Drive Leads)
Examples Educate readers create a community dialogue or showcase brand values and expertise
6
What do you want your content to do
Start writing
Who is the intended audience of your contentAudience Goals
Checkpoint 3
Who will your content speak to
The most successful content marketing campaigns align production and distribution to the needs goals and concerns of a specific audience
Creating content for a generic audience is a no-win situation
bull Your target audiencersquos general demographics age gender and digital comfort level
bull The problem your audience is trying to solvebull Your audiencersquos expectations from your industry
product or servicebull Your audiencersquos primary hesitation to convertWho will your content speak to
Yoursquoll invest valuable resources to produce content that attempts to speak to everyone and usually ends up bland with your readers hitting the snooze button
Instead always speak directly to your core target market Developing buyer personas can be a comprehensive process but for now wersquoll simplify your persona profile to include only the basic information yoursquoll need to get going with content production
Example Company ABC is a plastic surgery practice Their target audience is between 30 and 50 years old is very comfortable with the internet and technology wants to find the right medical practitioner for an elective procedure needs empathetic customer service and is concerned about results pain and cost
7
Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Your business goals drive your overall content strategy All content should directly support or complement your larger business goals Most companies create content to drive additional leads to increase revenue
Why are you creating contentBusiness Goals
Checkpoint 1Your business goals drive your overall
content strategy All content should directly support or complement your larger business goals
Why are you creating content
Start writing
Why are you doing content marketing
Example Increase qualified lead generation become a thought leader expand to new markets or audiences
Other common goals include establishing a business as a thought leader or primary authoritative voice within an industry or expanding your brand to reach to a new market or audience Always make sure you have a clear business purpose for why you are specifically using content in your marketing efforts
5
What are your goals for your content
Content Goals
Checkpoint 2
Start writing
What do you want the content to do
Content goals take your business goals and narrow them down into the specific context of what the content needs to do in order for you to achieve your business goals If your goal is to become an authoritative thought leader your content typically needs to be comprehensive insightful and educational (Specific formats like how to decide between blog articles or white papers are discussed later in the strategy process) In this checkpoint you want to focus on defining the elements each piece of content should contain to effectively support your business needs
If time and budget are on your side you can take this checkpoint one step further by identifying concise and specific strategic initiatives that outline how you are going to achieve your content goals
Strategy Initiatives(eg Create a Resource Center)
Content Goals (eg Educate Engage)
Business Goals(eg Drive Leads)
Examples Educate readers create a community dialogue or showcase brand values and expertise
6
What do you want your content to do
Start writing
Who is the intended audience of your contentAudience Goals
Checkpoint 3
Who will your content speak to
The most successful content marketing campaigns align production and distribution to the needs goals and concerns of a specific audience
Creating content for a generic audience is a no-win situation
bull Your target audiencersquos general demographics age gender and digital comfort level
bull The problem your audience is trying to solvebull Your audiencersquos expectations from your industry
product or servicebull Your audiencersquos primary hesitation to convertWho will your content speak to
Yoursquoll invest valuable resources to produce content that attempts to speak to everyone and usually ends up bland with your readers hitting the snooze button
Instead always speak directly to your core target market Developing buyer personas can be a comprehensive process but for now wersquoll simplify your persona profile to include only the basic information yoursquoll need to get going with content production
Example Company ABC is a plastic surgery practice Their target audience is between 30 and 50 years old is very comfortable with the internet and technology wants to find the right medical practitioner for an elective procedure needs empathetic customer service and is concerned about results pain and cost
7
Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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What are your goals for your content
Content Goals
Checkpoint 2
Start writing
What do you want the content to do
Content goals take your business goals and narrow them down into the specific context of what the content needs to do in order for you to achieve your business goals If your goal is to become an authoritative thought leader your content typically needs to be comprehensive insightful and educational (Specific formats like how to decide between blog articles or white papers are discussed later in the strategy process) In this checkpoint you want to focus on defining the elements each piece of content should contain to effectively support your business needs
If time and budget are on your side you can take this checkpoint one step further by identifying concise and specific strategic initiatives that outline how you are going to achieve your content goals
Strategy Initiatives(eg Create a Resource Center)
Content Goals (eg Educate Engage)
Business Goals(eg Drive Leads)
Examples Educate readers create a community dialogue or showcase brand values and expertise
6
What do you want your content to do
Start writing
Who is the intended audience of your contentAudience Goals
Checkpoint 3
Who will your content speak to
The most successful content marketing campaigns align production and distribution to the needs goals and concerns of a specific audience
Creating content for a generic audience is a no-win situation
bull Your target audiencersquos general demographics age gender and digital comfort level
bull The problem your audience is trying to solvebull Your audiencersquos expectations from your industry
product or servicebull Your audiencersquos primary hesitation to convertWho will your content speak to
Yoursquoll invest valuable resources to produce content that attempts to speak to everyone and usually ends up bland with your readers hitting the snooze button
Instead always speak directly to your core target market Developing buyer personas can be a comprehensive process but for now wersquoll simplify your persona profile to include only the basic information yoursquoll need to get going with content production
Example Company ABC is a plastic surgery practice Their target audience is between 30 and 50 years old is very comfortable with the internet and technology wants to find the right medical practitioner for an elective procedure needs empathetic customer service and is concerned about results pain and cost
7
Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Start writing
Who is the intended audience of your contentAudience Goals
Checkpoint 3
Who will your content speak to
The most successful content marketing campaigns align production and distribution to the needs goals and concerns of a specific audience
Creating content for a generic audience is a no-win situation
bull Your target audiencersquos general demographics age gender and digital comfort level
bull The problem your audience is trying to solvebull Your audiencersquos expectations from your industry
product or servicebull Your audiencersquos primary hesitation to convertWho will your content speak to
Yoursquoll invest valuable resources to produce content that attempts to speak to everyone and usually ends up bland with your readers hitting the snooze button
Instead always speak directly to your core target market Developing buyer personas can be a comprehensive process but for now wersquoll simplify your persona profile to include only the basic information yoursquoll need to get going with content production
Example Company ABC is a plastic surgery practice Their target audience is between 30 and 50 years old is very comfortable with the internet and technology wants to find the right medical practitioner for an elective procedure needs empathetic customer service and is concerned about results pain and cost
7
Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Start writing
What is the current state of your contentContent Goals
Checkpoint 4
What content do we currently have
Where are the gaps and current opportunities with your content
We use a number of tools to perform content audits One of the most useful tools is Screaming Frog Download the software and you can crawl your site The tool produces a report that shows all your URLs Titles Meta Descriptions H1 tags and more
This will allow you to review your content to find gaps where you havenrsquot created content in a particular stage of your customer journey You can find old outdated content that needs to be updated or deleted and you can also find content based around topics or themes that can be combined together to make long form content
CURRENT GOAL
Example In your audit you may find a number of articles that focus on the same topic Can you collapse all of them into one awesome article that will have more authority with the search engines
8
Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Start writing
How are your competitors using content to achieve their goals
Checkpoint 5
What are your competitors doing online and where can you find an advantage
What are your competitors doing online and where can you find an advantage
Competitor Research
Here yoursquoll want to identify how your competitors use content to achieve similar goals even if they are aspirational A review of the sites and content offers can help you determine where you fit within the industry Take note of how crowded the space is (for content) and how far behind or ahead you are mdash this can help you allocate additional budget if you discover yoursquore significantly behind your competition Also take note of any formats that seem to stand out such as video free guides or custom visuals and how your competitors distribute their content
ldquo3-4x a weekThe number of times my top competitors currently produce authoritative articles on their blog
Example My top competitors currently produce authoritative articles on their blog 3-4x a week Video tutorials are popular among readers earning several thousand views but lack a written transcript and relevant calls-to-action
9
Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Start writing
What types of content can you realistically createCheckpoint 6
What are the content formats you can actually create
What are the content formats you are able to produce
Format
Example With my budget and in-house resources I can create 10 blog articles a month allowing me to post twice per week to my blog
This checkpoint is critical because it directly informs implementation You want to make sure you can actually create content with your available resources and do so on a consistent basis Video content can be highly engaging but is often expensive and time-intensive to create Infographics typically require several hours of design time and need additional promotional spend
Prioritize quality and frequency mdash even if that means creating fantastic web copy and blog articles mdash over aspirational formats until you have a solid library of content in place Once you have a good content foundation feel free to explore more creative and unique content types
10
Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Start writing
Where will your content live and how will you share itCheckpoint 7
Where will the content life and how will it be share
Where will you publish promote and distribute your content
Distribution
Example Free guides will live under our Resources section on our website we will promote our blog and free guides through LinkedIn and Facebook and we will write a monthly column for Huffington Post Small Business Voices
For most businesses this checkpoint is straightforward the company website and social media channels are the standard promotion platforms However feel free to add in other channels like email marketing blog syndication or external publishers relevant to your industry
Also donrsquot forget about distribution Whereas promotion is about driving your audience to your content the goal of distribution is to drive your content to your audience Your content can live off your site on distribution channels like YouTube Pinterest or Tumblr
The important thing about promotion and distribution is to go where your audience is and where you can realistically achieve traction This ends up being a combination of your available time budget and current level of credibility
11
Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Start writing
Who will produce and publish your contentCheckpoint 8
Who will produce publish and promote your content
What is your budget for content Who will produce and publish and promote your content
Implementation
Example We will hire an editorial manager who will be responsible for hiring 2 freelancer writers familiar with our industry managing employeesrsquo written contributions and publishing content to our site following a set schedule
Find out how much quality content you can produce within your budget and have at least one person in your company dedicated to content marketing success Depending on your resources this person may be responsible for overseeing your editorial efforts mdash like finding and managing freelance writers mdash or even writing the content in-house
Both options are fine but decide who is ultimately responsible for sourcing and publishing your content to ensure you stay on schedule and on strategy If you have the budget consider working with a reputable content marketing agency or consultant to amplify and streamline your efforts
What is your budget for content
12
Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
- Text Field 176
- Text Field 177
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- Check Box 110 Off
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Start writing
Who will be accountableCheckpoint 9
Who will have accountability to your content
Governance
Example You may have two separate departments within your organization that need to approve content compliance and marketing Make sure they know what you expect from them once they receive an article Set deadlines and establish processes that expedite approvals
Donrsquot let your content marketing get bogged down with unclear accountability Someone has to approve the strategy the content the channels and how all your content will be deployed Donrsquot let your content sit in someonersquos inbox for weeks Set expectations deadlines and determine who has the final say on publishing content
We use the RACI matrix to help us understand who needs to sign off on content For some of our clients itrsquos only one person For other entire departments are impacted The key is to identify who and set expectations
ResponsibleWho iswill be doing this taskWho is assigned to work on this task
ApproverWhorsquos head will roll if this going wrongWho has authority to make decisions
ConsultedAnyone who can tell me more about this taskAny stakeholders already identified
InformedAnyone whose work depends on this taskWho has to be kept updated about the progress
13
The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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The Customer Journey
Your customers follow predictable patterns in the buying process As a best practice you should have their stages mapped out from the earliest point of your relationship where theyrsquove never heard of you all the way through where they decide to purchase from you Each piece of content you publish might reach your prospects in a different stage of the customer journey and each piece should help your customers advance to the next step (or even skip a step) as they move closer to a purchase decision
These customer journey process examples are generic Take the time to evaluate your customerrsquos buying process to make sure you understand all the steps Remember each piece of content should focus on a stage of the customer journey and should meet their focused interest to move them further through the journey Are you creating content that is useful helpful and moves the prospect to the next stage of your customer journey
PRO TIP
Growth
Customer
Engagement
Influencer
LEARN MORE WITH OUR RESOURCES
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template Digital Marketing Calculator
Mapping out your Customerrsquos Journey
14 Vertical Measures
What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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What does your journey look likeMapping Your Customer Journey
1
2
3
4
5
6
YOUR JOURNEY STAGES
In order to align your content with the customer journey you must first know the touch points that lead a prospect to a transaction The customer journey is the complete sum of interactions a customer goes through with your brand
Knowing your unique customer journey allows you to create content for every stage of the journey assuring your prospect wonrsquot fall out of your journey into a competitors Document your journey as it leads a prospect to becoming a customer A documented journey is an essential part of your digital marketing strategy
15 Vertical Measures
The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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The Customer Journey
bull Build awareness around products or servicesbull Use top-of-funnel content to attract new visitorsbull Provide info on what audiences are actively searching forbull Use paid for greater reach and awareness
Awareness StageGrow your audience by sparking interest around your products and services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Traditional Advertising
Programmatic Advertising
Organic Social
Paid Social
Influencer Marketing
Analytics MeasurementEnter your total
Total Your Score
16 Vertical Measures
The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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The Customer Journey
bull Answer common questions from your audiencebull Solve the audiencersquos problemsbull Emphasize key benefits of your product or servicesbull Compare other products or services
Consideration StageNow that the prospect has found your website you want them to engage with your content ultimately filling out a form or contacting you directly
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement
CRO
Search Optimization
Enter your total
Total Your Score
17 Vertical Measures
The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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The Customer Journey
bull Build confidencebull Create a sense of urgencybull Inform on pricingbull Guide through the purchase process
Decision StageHelp your audience make a buying decision theyrsquore comfortable with
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Persona Development
Paid Retargeting
User Experience
Organic Social
Paid Social
Influencer Marketing
Analytics Measurement Enter your total
Total Your Score
CRO
Search Optimization
Lead Nurture
18 Vertical Measures
The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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The Customer Journey
bull Thank thembull Confirm they made the right decisionbull Ask for testimonials and referralsbull Build the relationship to promote word of mouth referralsbull Create user guides tips and tricks and special deals
Advocacy StageGrow your audience by providing a stimulus to spark interest around your products or services
Contentrsquos Role
bull 0 if you are not engaging in that tactic
bull 1-2 if you are just beginning
bull 3-4 if you are using this tactic with unclear results
bull 5 if your company is successfully using this tactic
Rank your Organization
Content Ideation
Content Creation
Analytics Measurement
Customer Outreach
Enter your total
Total Your Score
19 Vertical Measures
The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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The Customer Journey - Your Score
As you consider your scoreLook through the channels and tactics and make decisions on where you want to prioritize your resources What are you missing out completely What do you need to improve on
Rank Your Organization
Awareness
Consideration
Decision
Advocacy
Enter your total
Total Your Score
0-40I need help
41-80Just beginning and lots of gaps
81-130Wersquore pretty good with room for improvement
131-180Wersquore experts at the whole journey
Write your top 3 priorities based on your score
20
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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- Text Field 10145
- Text Field 10146
Persona Development
Why create buyer personas These are examples of buyers who make or influence decisions about our businesses
Whether itrsquos B2B or B2C small business or enterprise each of us has an audience For some it is clearly defined and narrowly focused For others your business covers a broad range of demographics
Define Your Audience
The key is to define that audience so you know who they are their habits and activities and how you can reach them throughout the customer journey
These insights will inform your content marketing strategies content formats and promotional and distribution effortsThey will also help you align your efforts with current company marketing efforts
Put as much detail as you can into the persona mdash age gender where they work leisure habits mdash anything that will shapeand define your audience segments
21 Vertical Measures
Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Now itrsquos time to create the personas specific to your business Wersquove given you some blank faces to work from so start to think about the type of people you already reach or want to reach and flesh out their persona here
3 adjectives to describe them
Demographics (Age gender marital status location education socioeconomic status)
Pain Points (Barriers to purchase or conversion)
Trust Factors (Those things that create trust and loyalty with brands)
Trust Factors (Who or what are they influenced by Include media sources where they already consume content)
Preferred Content Formats
Sample Content Topics
Are they active on social media Where
Mobile Tablet Desktop
Preferred Devices (Check where they consume content the most)
Your Persona Development
Persona Name
Long-form content
Infographics
Case Studies
Webinars
Reviews
Video
Podcasts
Blogs
Interactive
22 Vertical Measures
Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Ideation Keyword Phrases
Variation 1 all-in-one juicer amp blender machine
Variation 2 blender combo model
Variation 3 dual-purpose smoothie maker
Keyword phrase eg juicer combo machine content
Most businesses have a few keyword phrases (common terms) that drive most of their online traffic and most of their revenue Itrsquos important to know those phrases as well as other semantic phrases that users are typing into search engines to find your products or services This will help you understand how to craft content that people will land on
Long Tail termsThis concept was introduced by Chris Anderson in a Wired magazine article in 2004 It refers to the fact that in the aggregate longer more detailed searches can account for more traffic and business than the shorter lsquoheadrsquo terms This is still true today Below list the phrases that based on industry knowledge or analytics insights drive your online traffic
23 Vertical Measures
Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Common Questions and Your ExpertiseYour customers have questions answer them
What You Should Know About the True Costs of Content MarketingHeadline
Ex How much does content marketing costQuestion
What questions are your potential customers asking There are common questions almost everyone asks before buying during their ldquoZero Moment of Truthrdquo Use the questions to create topics and headlines By answering their questions on your website you are moving visitors through the customer journey They will be more informed and ready to buy when it comes time
24 Vertical Measures
Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Practical Application
Hub
SpokesSpokes are ancillary pieces of content created with the goal in mind of driving people to the hub Topics are brainstormed in conjunction with the hub and planned out over a designated period of time (eg a quarter) in order to focus your content marketing efforts Content from the hub can be repurposed for the spokes in different formats and for different content channels
Now that yoursquove gone through the first part of this workbook and you have a better understanding of content marketing and the customer journey itrsquos time to put everything yoursquove learned into an actionable plan The hub and spoke model of content marketing gives you a tight focus for a designated amount of time with a main goal of driving traffic leads and nurturing relationships into business opportunities
Hubs are comprehensive pieces of content that are often gated behind a form in order to drive leads They can take many different formats PDFs kits tools e-books an exclusive video series or more They should provide additional value that your normal day-to-day content may not
hub
Webinar
Off-SiteArticle Press
Release
LeadNurture
Newsletter
News
Infographic
info
CaseStudy
Page
PPTX
Video
Page
Blog
Social
Social
Social
Slideshare
Social
LandingPage
Ad
Email Email
Blog
Learn More
How Much Should You Budget For Digital Marketing This Year
Editorial Content Calendar Template
Digital Marketing Calculator
25 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Business Goal Background Audience Persona
Launch Timeline
Many people feel like they are failing with their content marketing so this guide will address the major elements they need to revamp in the next 90 days to see improvements Goal is to generate leads who are struggling and nurture the relationship introducing them to our Coaching program
Initial Hub Topic and Title Ideas
bull Your 60-Day Content Marketing Plan Template bull 90-Day Content Marketing Course-Correction Planbull Guide to Revamping your Content Marketing Program in 90 Days
Spoke Ideas (create as many as you can)
bull Insourcing vs Outsouring your Content Developmentbull [Infographic] How to Revive Your Content Marketing Plan in 2
Months [Blog]bull 10 Industry Experts Share How to Course-Correct Failing Content
Marketing Programs [Influencer Round-up]
Content Format
Long-form downloadable PDF
Q2 2019
Marketing Mary - Marketing Director or Manager at B2B or B2C businesses both small and large scale who wears many hats She is not the final decision maker but regularly consumes content (mostly written articles and case studies) and attends indistury events in order to bring back insights to her team
Lead Nurture Sketch
A series of 4 emails spaced out over a few weeks after download First few emails will be informational with CTAs pointing people to published spokes that are relevant Information on Coaching program to be included in later emails with CTA to contact us to talk further
Lead Content Creator
Freelance
Other Roles and Responsibilities
bull Susan - Content outline and editing general management bull Bob - Guide design bull Tim - Social media plan and promotion Jess - Lead nurture
implementation
Hub and Spoke Campaign Abstract Sample
26 Vertical Measures
Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Business Goal Background Audience Persona
Launch Timeline
Initial Hub Topic and Title Ideas
Spoke Ideas (create as many as you can)
Content Format
Lead Nurture Sketch
Lead Content Creator
Other Roles and Responsibilities
Hub and Spoke Campaign Abstract Sample
27 Vertical Measures
My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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My Hub amp Spoke Campaign
Headline
Start writing
Hub amp Spokes Notes
Format Channel Deadline Pub Date Creator
28
Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Content AuditDownload Screaming Frog to crawl your site This software will give you a report of all your pages and posts in a spreadsheet format This will save you time and give you a complete list without any manual action Add columns to the spreadsheet to help organize what content you will keep what content needs refreshing and what content is outdated and needs to be deleted Even use the ROT format to mark things quickly ndash ldquoRrdquo for redundant ldquoOrdquo for outdated and ldquoTrdquo for trivial Create a column to mark your letters quickly and then go back in depth later
Review your content in Google Search Console to determine the most popular content highest converting pages pages with the longest user engagement and the content where users tend to leave your site the most This review will help you identify what content is resonating with your audience
Screaming Frog
29 Vertical Measures
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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- Text Field 10146
From Content Audit to Creation
Name 5 experts in your industry or community that you could interview for either a blog post or video interview or other content piece
What free guides case studies or e-books could you develop in the next 90 days
What presentations have you given recently that you could re-purpose
What customers can you interview for either a blog post or video interview
What webinars or podcasts could you create in the next 6 months
Name major events conference or holidays you could create content around
Stay Organized Sample Content Editorial Calendar Template ndash EXCEL spreadsheet content calendar105 Ideas to fill up your content calendar Jay Baer - Convince and Convert
Following your assessment if you found content lacking you may need to build before you can promote ndash try these questions on for size
TIP
30 Vertical Measures
Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
- Text Field 176
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Content Optimization
31
WHAT DO YOU
Optimization is a crucial element of content marketing You should never publish a new piece of content without ensuring best optimization practices have been followed If yoursquore going to spend 10 hours creating a piece of content at least spend 10 minutes optimizing it so it can be easily discovered Optimization is also important for a good user experience that engages the visitor and encourages them to take the next step in their journey
Below are the major elements that each web page or content should have Check the box of the ones you already consistently do so you know where to improve
Page title (shows in search results)
Meta description (shows in search results)
H1 Tag (only one per page)
Section headings (H2 H3 H4)
Internal links
External links
Bulleted and numbered lists
Font formatting
Calls-to-action
Image ALT text
Mobile friendliness
Page load times
Search Social and Content Strategy
1
Search Social and Content1
At Vertical Measures we understand that your business and your website are unique and you require different approaches and internet marketing services to be the most successful That is why we offer a broad range of services to provide you with everything that you need from SEO and link building to social media consultation and content creation services
2
2
3
3
Begin with a Search Social amp Content Strategy
4
65
5
6
4
7
7
Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Link Building
Current Linkable Assets
Start writing
Hub amp Spokes Notes
New Linkable AssetsWhat can we create in the next 12 months
Resource Center
Blogs
Case Studies
Infographics
Free guides
Glossaries
Links Page
Calculators
Interactive
Giveaways
Stat pages
Templates
VideoWebinars
Checklists
32
Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Content PromotionThink about where you will promote your content Many of us have a blog on our site so that makes a natural publishing channel There are also many other places you can distribute your content
Check off the channels where you can distribute your content Then circle the channels you have the budget to promote on Pick the channel most aligned with your audience to increase the value of your promotion
Amplify ndash Promoting your content to your audience
My blog
Corporate website
Industry related site
Current Distribution Channels Social Media Channels
Paid Search
Programmatic
Influencer
Paid Media
Start writing
Notes
InstagramAssociation site
Guest post
33 Vertical Measures
Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Content in The Customer Journey
Programmatic
Video
Display
Sponsored Social
Native Advertising
Paid Search
Email Workflows
AWARENESS CONSIDERATION DECISION ADVOCACYCHANNELTACTIC
What to use when
34 Vertical Measures
Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Lead NurtureUsing 7 emails toward the sale
Your Headline
Content Focus
1
2 3 4
5 6 7
bull Focus on what housing will look likebull Property video or gallery imagesbull Pricing informationbull Specific details about the property
bull Testimonialsbull FAQsbull Residentrsquos experiencebull CTA (schedule a visit)bull Recap Value propositionbull About Companybull CTA (tour property)
bull Thank them for requesting informationbull Provide resources for helping a family
member prepare for assisted living
Sample Content 1
Sample Content 2-4
Sample Content 5-7
bull Company mission and valuesbull Day in the life of our residentsbull Diningbull Amenities
Your Headline
Content Focus
Your Headline
Content Focus
Practice makes permanent
2-Day Delay
2-3 Day Delay
3-7 Day Delay
35 Vertical Measures
ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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ACTIONWhat action triggers your email
EMAIL 1What is the content and goal of your email
EMAIL 2What is the content and goal of your email
Lead NurtureLead nurture is the relationship-building element of content marketing Itrsquos just as important to keep the relationship alive as it is to create it in the first place This is where trust and loyalty are built by providing consistent value to someone who has shown interest in your products or services and delivering information that is helpful Lead nurture mainly takes the form of email From newsletters to updates to promotions email is a potent tool to stay top-of-mind (and inbox) to nurture an existing relationship encouraging prospects to move down the sales funnel
Sketch out a two-email lead nurturing process in the boxes below based on an action someone takes on your website For example if someone fills out a contact form what happens next How about a download Also write down one thing you can do to improve your email and lead nurturing program right away
36 Vertical Measures
Notes
Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Editorial Calendaramp How Can We Create All This Content
Date Title Goal Persona Phase Format
Calendar
Publishing content on a frequent basis will deliver more traffic and more leads But many organizations go about creating content without a plan or calendar This ad hoc approach is not effective or efficient and often stalls out
Creating a content calendar allows you to look months ahead to ensure that you are
bull Publishing content consistentlybull Focusing on business prioritiesbull Following your established strategy
The calendar format below includes the basics The more detail you add to the calendar the more effective it becomes Consider adding primary and semantic keyword phrases promotion and social media channels meta descriptions calls-to-action hub and spoke correlation and a search volume and competition metric field
Content formats could include blog post social media video infographic eBook case study etc Are there hubspokes you can identify
37 Vertical Measures
CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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CONTENT FORMATS AVAILABLE RESOURCES
There are so many different ways to develop content From visual formats like videos and infographics to written content like case studies and articles the possibilities are endless But every business is different in terms of what their audience gravitates towards and what they have the resources to create
Use the checklist below to identify what content formats you can or want to produce that are aligned with your strategy and how you would go about getting them created with internal or external resources
Blog articles
Videos
Webinars
Newsletters
Case studies
Podcasts
Infographics Datagraphics
Quizes
Interactive tools
Downloadable guides
eBooks
Curation
Interviews
Content CreationExecution - What can you achieve
Internal External
Start writing
Notes
38 Vertical Measures
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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- Text Field 10146
Content Marketing Goals and MetricsMarketing GoalsRecord the most important marketing goals for your company Goals should have corresponding metrics What will you measure How will you know yoursquore successful How will you know if you are not See previous page for even more examples than below
bull Return website visitors phone calls appointments scheduled
bull Request Information forms content downloads subscribers
bull Website traffic social shares content on other sites inbound links
Goal How will you measure
Potential Goals Sample Metrics
bull Brand awareness
bull Moving leads through the sales funnel
bull Client retention
Within the data is the answer to the question ldquoWhat do we do nextrdquo
39 Vertical Measures
Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
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Donrsquot waitAnother day to finish your content strategyIt may seem overwhelming to start your content strategy but if you take it one step at a time and write just one sentence for each checkpoint above you can have a realistic and actionable strategy to kick off your content production A documented content strategy is the first step toward creating effective content but try not to let your desire for perfection keep you from getting that content production wheel going You can always revisit your strategy later with new information or reflections on your recent content experiences No matter how fantastic a strategy is on paper execution will always be the most important part of any content marketing plan ndash so focus on using your strategy as a stepping stone toward pushing content live The hardest part is just getting started and above all else remember done is better than perfect
We consistently publish useful content on our blog to help you accelerate your content strategy so make sure to sign up for updates there Also wersquove pulled together all our content resources and training materials into one place where yoursquoll find workbooks templates and other guides to help you be successful
Learn more about content marketing strategy
Vertical Measures is a full-service Internet marketing agency dedicated to helping clients drive profitable growth through content marketing Based on the principles outlined in Vertical Measuresrsquo proven 8 Step Process VM produces integrated digital strategies content pieces and targeted SEO amp PPC campaigns for organizations large and small As an industry leader VM publishes in outlets like Content Marketing Institute and Marketing Land teaches educational content marketing workshops and seminars around the globe and crafts personalized coaching programs and on demand training for organizations in need of a content kickstart
About Vertical Measures
The hardestpart is just getting started and above all else rememberdone is better than perfect
40 Vertical Measures
(602) 314-3460
wwwverticalmeasurescominfoverticalmeasurescom
We help our clients grow their owned audience by leveraging their industry expertise and fusing it with more than 10 years of digital marketing success
- Text Field 176
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