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Digital Strategy Guide for 2014
Part 3 – Content Marketing
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Content Marketing to• Increase brand awareness• Educate customers• Drive traffic to your website • Help to convert traffic into sales
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Develop Buyer Personas• Demographics of persona• What is their job / role?• What are their needs?• What problems can you solve for them?
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Create Goals• X amount of time spent on a page• Enquiry form submitted• Video plays• Referral traffic from page
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Current Performance • What content is currently aiding conversions • If there is content that is causing a high bounce rate• The level of engagement with content topics• What content is getting shared on social media
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Keyword Research• Research keywords to help content be found• Use keywords that personas will be searching for• Develop a list to be used in text and Meta Data
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Review Competitors• Resource areas• News• Blogs• Multimedia – slides, video content and Images
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Brainstorm Ideas• Text• Video• Photography• Infographics• Technical reports
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Create a Schedule• Assign authors• Create a 3-6 month plan• Give deadlines for content
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Add SEO• Keywords in the body of the text• SEO titles use relevant keywords• Meta description written to attract viewers
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Content Promotion• Social media• Email marketing• Advertising – Adwords, Facebook, LinkedIn, Twitter
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Reporting• Report on your main KPIs• Review traffic generated• Analyse conversions and assisted conversions
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