Content Marketing Strategy
101
Just what is content anyway?
Versus…
The Electric Kool-Aid Content Quality Acid Test:
Is your content so
good your
prospects would
actively seek it out
(and maybe even
pay for it)!
Step I: Establish business goals!
Your goalsYour
strategy
Business Goals:
•Increase revenue
•Increase profits
•Expand market
share
•Expand “mind
share”
•Expand
geographic reach
•Enter new
markets
•Establish new
partners
•Decrease cost of
doing business
•Other:
Marketing/Sales Goals:
•Acquire more customers
•Customer retention
•Increase sales
•Increase closings/
conversions
•Expand brand awareness
•Establish “position”
•Expand web presence
•Drive ecommerce platform
•Lower cost/lead,
cost/conversion
•Accelerate movement
through pipeline
•Identify more prospects
•Improve customer
satisfaction
•Support channel partners
•Other:
Content Marketing
Goals:
•Establish thought
leadership and/or
expertise, credibility
•Intercept researchers
and searchers
•Improve organic SEO
•Lead generation
•Lead nurturance
•Education
•Drive web traffic
•Expand database
•Improve social media
presence/visibility
•Acquire customers
•Facilitate funnel
momentum
•Other:
“By doing” goals
We will….
Increase revenues…
Improve profitability…
Decrease the cost of doing
business…
…by doing….
…by expanding into new
markets.
…by targeting the optimal
customer segments.
…by investing our marketing
budget in proven content
strategies.
The Electric Kool-Aid Content Goals Acid Test:
Would fulfilling
your content
marketing goals
really meet your
business
objectives?
Step II: Define Your Content Turf
“I’m all about
optimizin’ impact
through timely,
relevant content.
Know what I’m
sayin’?”
Match your know-how to their need-to-
know
• List your
knowledge
• List their needs
• Connect the dots
Example: RentGrow
Expertise:
• Screening tech
• Data sets
• Online training
• Fed. & state regs.
Client Needs:
• Qualified tenants
• Fast training
• Speed & accuracy
• Reg. compliance
“Whoa, hold the phone, ace…”
“What ya’ got that’s
distinctive an’
urgent?”
“What’s your take,
man, your angle?
The Electric Kool-Aid Content Turf Acid Test:
Is your topic area
urgent enough to
demand
immediate
attention?
Step III: Identify Your Tactics
“We will crush the bourgeoisie – with content!”
42? And I’m sure you can think of more…
He’s baaack…
“Three things, slick:
One, do they fit with
your strategy?
Two, do they conform
with your audience’s
preferences, kemo
sabe?
Three, have you done
this – can you do this,
man?”
The Electric Kool-Aid Content Tactics Acid Test:
Are your tactics
consistent with
your resources
and accessible to
your audience?
Step IV: Map Your Plan
Who?
How?
Where?
When?
Why? (Not why. You
already know why.
Because you
completed Step I!)
Step V: Reality Check
Build what you really need – and no more.
“Monday morning” check-in
with your new friend:
What three things do you
promise to do right away to
complete your content
strategy?
Thank you!Jonathan Kranz
Kranz Communications
www.kranzcom.com
(781) 620-1154
@jonkranz
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