five steps in building a bullet proof content marketing strategy
TRANSCRIPT
• I’m Greg• Also know as “Shuey”• Co-founded Stryde• Husband of one, father of three…
and a dog• Master fort builder
WE HELP BRANDS ACCELERATE GROWTH
PRECISE AUDIENCE TARGETING
One of the quickest ways to fail at marketing is not intimately knowing and understanding your audience
Five Components• Audience Identification/Buyer Journey
Mapping• Content Mapping & Creation• The Right Sales & Marketing Mix• Email List Development• Drip Campaigns/Lead Nurturing
Content Marketing Is…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
- Content Marketing Institute
Teaching Instead of Selling
60% of all purchase decisions are made before having a conversation
with a sales representative
- Harvard Business Review
61% of consumers say they feel better about a company that delivers custom
content, and are more likely to buy from that company.
- Content Council
People spend more than 50% of their time online looking at content.
- Nielsen
70% of consumers prefer getting to know a company via articles rather
than ads.
- Content+
90% of consumers find custom content useful, and 78% believe that
organizations providing custom content are interested in building good
relationships with them.
- CMO Council
Step 1a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
Audience Identification/Buyer Journey Mapping
Start With Personas
Persona Development• How do you get the data?– Current customer surveys– Current prospect surveys– Google consumer surveys– Survey Monkey market research surveys
The Buyers Journey
Awareness Consideration Decision
Prospect is experiencing and expressing symptoms of a problem or opportunity.
Prospect has now clearly defined and given a name to their problem or opportunity.
Prospect has now decided on their solution strategy, method, or approach.
The Buyers Journey
Expert Tips• You don’t have to be a market
research expert• You don’t have to pay big bucks for
the research to be done• Get on the phone and ask the right
questions• Stay close to your customers
Step 2a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
Content Mapping & Creation
Content Mapping
Awareness Consideration Decision
Key Terms• Troubleshoot• Issue• Resolve• Risks• Upgrade• Improve• Optimize• Prevent
Key Terms• Solution• Provider• Service• Supplier• Tool• Device• Software• Appliance
Key Terms• Compare• Versus• Comparison• Pros & Cons• Benchmarks• Review Test
Content Mapping
Awareness Consideration Decision
Content Types• Analyst Reports• Research Reports• Guides & eBooks• Editorial Content• Expert Content• White Papers• Educational Content
Content Types• Comparison White
Papers• Expert Guides• Webinars• Podcasts• Video
Content Types• Vendor
Comparisons• Product
Comparisons• Case Studies• Free Trials• Product Specs• Live Demos
How Are You Different???
10x
Find the very best piece of content on the internet about a particular topic and make it 10 times better in every way, shape, and form.
10x Content• Extremely positive user experience– Desktop, mobile, any device
• High quality, trustworthy, useful, interesting
• Totally different in scope and detail
10x Content• Creates an emotional response – awe, joy, anticipation, admiration
• Solves a problem or answers a question by providing comprehensive, accurate, exceptional information or resources
• Additional content forms– Imagery, video, etc.
Expert Tips• If you’re not going to create unique
content, don’t bother• If you’re not going to create GREAT
content, don’t bother• If you do content right, it will fuel
your social media efforts as well as your SEO– So kill three birds with one stone!
Step 3a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
The Right Sales & Marketing Mix
19 Traction Channels• Targeting Blogs• Publicity (Traditional Media)• Unconventional PR – Contests, Handwritten Notes
• Search Engine Marketing• Social & Display Ads
19 Traction Channels• Offline Ads• Search Engine Optimization• Content Marketing• Email Marketing• Viral Marketing
19 Traction Channels• Engineering As Marketing– Calculators, Widgets, Etc.
• Business Development• Sales• Affiliate Programs• Existing Platforms–Websites, Apps, Other Networks (Huge
# of users)
19 Traction Channels• Tradeshows• Offline Events• Speaking Engagements• Community Building–Wikipedia, Stack Overflow, Forums, Etc.
Google Search: 19 traction channels
Expert Tips• Find channels under utilized by
competitors• Test 2-3 channels at a time• Laser focus on the core channel that
is most promising & delivering the best results
Step 4a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
Email List Development
Other Ways• Referral/Forwarding Requests• Relevant Giveaways/Contests• Webinars• Request a Demo
Expert Tips• Constantly be thinking how to
acquire more subscribers at a reasonable price.
• There has to be a compelling offer or your content has to be so insanely valuable that they opt in just because.
Step 5a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
Drip Campaigns/Lead Nurturing
The Buyers Journey
Awareness Consideration Decision
Prospect is experiencing and expressing symptoms of a problem or opportunity.
Prospect has now clearly defined and given a name to their problem or opportunity.
Prospect has now decided on their solution strategy, method, or approach.
Expert Tips• Segmentation is key!!!• Always ask for feedback• Provide social proof• Test delivery times and days• Mobile friendly• Tag all links with Google’s URL
Builder
ANY QUESTIONS?