Framework for Developing aContent Marketing Strategy Content
marketing is the only marketing left - Seth Godin
What is Content Marketing? Online advertising interrupts
customers as they browse the web and consume content. Content
marketing is about providing the content customers are looking for
It answers their questions about your product It informs and
educates It inspires and reinforces your brand It takes many forms:
video, text, images, features It has a well defined purpose.
Why Content Marketing? The web has changed consumer behaviour
Search & Social Discovery drive engagement Content Good content
underpins both natural search visibility and Engagement social
media marketing A well executed content strategy attracts prospects
and Conversion converts them to leads
Framework for Creating a CM Strategy Define Define Define
Define Define Define CustomerAudience & Business Content
Content Conversion JourneyBuying Cycle Goals Requirements Promotion
Events (the funnel)
Define Audience & Buying Cycle Define the persona/profile
of your target customers Demographics/Pyschographics Behaviours
Specific needs through the buying process Preferred channels and
modes Define the buying cycle Include timelines, triggers and
goalsAwareness Interest Consideration Purchase Retention
Advocacy
Define Business GoalsDefine short and long term goals for the
websiteBe specific with measurable outcomes which reflect
goals
Define Customer Journey (the funnel) The funnel defines how to
reach prospects, turn them into leads and ultimately customers Must
reflect the buying cycle and the personas of our typical customer,
their needs and goals Define how prospects and leads will be
converted Serve prospects Positive Convert to regular
OngoingAttract prospects and establish Close sale Net newsletter
Engagement trust Promoter
Define Content Requirements Define what content is required at
each stage of the funnel, and how this will meet the needs and
intent of prospects, leads and customers at different stages of the
customer journey What are the themes and messages we want to
convey, and what tone and voice will be used Define what forms the
content will take Define how the content will be resourced
Define Content PromotionDefine channels for promotion and
distribution, reflecting the persona preferences of the target
market Social media Search Paid discovery
Define Conversion EventsDefine the conversion events and
measurements around content typesBe clear how the efficacy of the
funnel will be measured and how this is linked to business
goals