Content DevelopmentBEHIND THE STRATEGY

Marketing Architecture

• Content development is not just about producing blogs and advertisements for marketing.

• Content is a desire to share expertise with a marketplace that does not have the skills to handle their problems.

• A marketing plan does not make a strategy

• Real audiences bounce all over the internet to find information they need quickly

• Technology is a beneficial tool for your marketing department and not a curse.

• Buyer personas enables an execution of both content doctrine and plan

• Research / Analysis / Experimentation / Testing / Review / Publishing are the steps to developing content.

Online marketing is a lot more than just numbers, its about understanding the needs of your audience. It’s also about creating the right content to help build trust and gain listeners to your brand.

Real People Real Problems Consumers are real people, even if they run a business. They need answers quickly to solve their issue. Knowing what they are struggling with will help build trust for your business.

Needs vs Wants• Consumers need to feel

comfortable in their employment.

• Consumers may not have all the answers, but they sure do need them for their bosses

• Consumers need fast and reliable sources of information

• Consumers needs various content formats to digest on the go

• Consumers need to feel important to a business

• Consumers want FREE stuff

• Consumers want to digest info on their own time

• Consumers want to be understood

• Consumers want valuable information first

• Consumers want options from free to paid

• Consumers want their problems to be smaller or to go away completely without spending precious resources

Content Architecture QUICK OVERVIEW OF A CONTENT STRATEGY

Content Blue PrintsBefore developing content, a business will need to develop the blue prints first. The blue print is the strategy that governs the marketing plan.

The Strategy (Master Blue Print)• When it comes down to developing a strategy that works for a business, two things

are needed for success. The first one is determination to see it from vision to reality. The second aspect is a strong desire to develop the strategy to stay focused on the audience’s needs and not wants.

• The strategy will measure success, have goal setting, channel distribution, sales integration and be willing to be audited as the time comes.

• The strategy has to be documented so that rules will not be broken and failures in other areas can be traced back to the root. Keep a ready version on a central file that is easily accessible. Keep the master version offline and off network completely.

• Intergrade your buyer personas into the framework so that your teams can create the right content for the consumer. Focus on the pain points and easy to measure objectives that includes marketing and sales or have one that is the primary element for the content focus.

Developing your Buyer Profiles • Create at least 3 profiles for the content strategy

• Have to be realistic, preferred to be based off real consumers

• Keep it simple as possible and organized by info value

• Know at least 6 pressure points aka pain points

• Know their browsing habits

• Know their technology uses (mobile phone, etc.)

• Fill out a basic demographics section

Marketing Plan (Slave Blue Print)• The marketing plan is birthed after the strategy and it is the executable file. The plan

offers the teams means to develop timely content, but it is not the editorial calendar. The plan offers value by being a guideline for content developers to create campaigns and content.

• The plan of action usually is simple and easily documented. Consider that it ties in the strategy with goals that are similar to the long term means. The marketing plan is the short term version and often changes as the business flexes and shrinks accordingly to the content.

• This is where the buyer persona profiles dip their toe into creating content. The variables such as pain points, motivation and other factors. The MP should help drive content production on the fact that there is need for fresh relevant content that a buyer requires in their buyer cycle. This offers an advantage to making easy changes to the plan than to the strategy, in case a researcher was wrong on a pain point.

Research 1.0ONLINE OR OFFLINE DATA COLLECTION

The Framework for ResearchThe right questions will be the framework for defining your audiences needs and desires. A small outline of questions should be created, no more than 20 at worse and no less than 6. There are two ways to get the info you need, one is online and the other is offline.

Research 1.0.1

ONLINE TECHNIQUES

• Social Engineering Techniques

• Networking Events online

• Survey’s with and without rewards

• Onsite survey's & questionnaires

• Follow ups for CSR /Info Drive

• Social Media Promos / combination

• Researching databases of known clients

OFFLINE TECHNIQUES

• Conferences

• Business Card Exchanges

• Filling out questionnaires and surveys

• Trade shows

• Live face to face interviews

• Word of mouth

• Business meetings

Driving Responses Online • Knowledge is power and without knowing what your audience needs. A business can

feel powerless to market correctly. A business can decide to collect their data online, instead of going offline. As you saw in Research 1.0.1 the two different means to collect raw data from a potential audience. It will take time for the right tools to come into play to get the data, this is why some reward influence may be the ace that will triumph in the end.

• By using the various tactics to get human responses to create a strategy, a business can ensure its survival. At times it may be best to offer an incentive to collect such data for internal use, the rewards themselves do not have to spoil a business. It should be tempting enough for people to want to take action. This could be harder for start ups, unless they have a following that is willing to invest themselves for the reward.

• Besides hosting a questionnaire and survey on the website, there are other sites that will host the data form for next to nothing. Google Analytics is a good way to collect demographics for a website. This will also allow the webmaster to create conversion goals within Google Analytics as the strategy is implemented.

Offline Data Drive• Driving data to your marketers can take place in the offline world. Building

relationships at trade shows, conferences and through sharing business could mean a new resource.

• The data collected from such sources can be entered into a CRM system for later use. Permission marketing is more effective than interruption marketing. People want your information as they progress. Creating lasting impressions in the world around you through content can give your consumers a favorable feeling.

• Do not forget to use incentives to drive home vital data as you want to be able to create masterful works. The data can be refined later as you find out what your audience wants to hear. The data may change, this is why its important to follow up with update your info so that your business retains its edge.

• This data has to be shared with your sales team, not matter who ever develops the contacts first.

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