how to conquer content marketing
TRANSCRIPT
![Page 1: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/1.jpg)
HOW TO CONQUER CONTENT MARKETING
© PROJECT X BRAND LAB
![Page 2: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/2.jpg)
© PROJECT X BRAND LAB
WHAT IS CONTENT MARKETING?
![Page 3: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/3.jpg)
© PROJECT X BRAND LAB
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent
content to attract and acquire a clearly defined audience—with the objective of
driving profitable customer action.”
-The Content Marketing Institute (CMI)
![Page 4: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/4.jpg)
EXAMPLES OF CONTENT MARKETING
© PROJECT X BRAND LAB
![Page 5: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/5.jpg)
© PROJECT X BRAND LAB
Infographics • Web Pages Video • Blogs • Podcasts
Case Studies • Apps White Papers • eBooks
Webinars • Presentations
![Page 6: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/6.jpg)
© PROJECT X BRAND LAB
DIY / Instructional
![Page 7: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/7.jpg)
© PROJECT X BRAND LAB
Behind the Scenes
![Page 8: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/8.jpg)
© PROJECT X BRAND LAB
Shareable
![Page 9: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/9.jpg)
© PROJECT X BRAND LAB
Crowdsourced
![Page 10: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/10.jpg)
© PROJECT X BRAND LAB
WHERE TO BEGIN
![Page 11: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/11.jpg)
© PROJECT X BRAND LAB
Admit your fears.
![Page 12: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/12.jpg)
© PROJECT X BRAND LAB
And your objections.We don’t have enough time.I don’t know where to start.We don’t have the budget.I can’t measure this.What if it doesn’t work?
![Page 13: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/13.jpg)
STEP 1
State your GOALS.
© PROJECT X BRAND LAB
![Page 14: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/14.jpg)
© PROJECT X BRAND LAB
Position ACME Co. as the industry leader.
Increase member retention from 35% to 50% in 12 mos.
![Page 15: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/15.jpg)
STEP 2
Define your OBJECTIVES.
© PROJECT X BRAND LAB
![Page 16: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/16.jpg)
© PROJECT X BRAND LAB
Increase brand awareness.
Drive qualified leads to website.
Build loyalty with current members.
![Page 17: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/17.jpg)
STEP 3
Create a content STRATEGY.
© PROJECT X BRAND LAB
![Page 18: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/18.jpg)
© PROJECT X BRAND LAB
Audience: Who are you trying to reach?
![Page 19: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/19.jpg)
© PROJECT X BRAND LAB
Assets: What type of (relevant) content can you create?
![Page 20: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/20.jpg)
© PROJECT X BRAND LAB
Message:What’s your story?
![Page 21: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/21.jpg)
© PROJECT X BRAND LAB
Call-to-action:What do you want people to do?
![Page 22: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/22.jpg)
© PROJECT X BRAND LAB
Distribution:Match the message, format and audience with the right platform.
![Page 23: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/23.jpg)
© PROJECT X BRAND LAB
Value:Is your content relevant?
![Page 24: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/24.jpg)
STEP 4
Identify your METRICS.
© PROJECT X BRAND LAB
![Page 25: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/25.jpg)
© PROJECT X BRAND LAB
Measuring content effectiveness continues to be the #1 challenge for both B2B and B2C marketers.
![Page 26: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/26.jpg)
© PROJECT X BRAND LAB
Content Consumption (downloads, views)
![Page 27: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/27.jpg)
© PROJECT X BRAND LAB
Sharing (likes, shares, tweets, forwards)
![Page 28: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/28.jpg)
© PROJECT X BRAND LAB
Lead Gen Behavior(crm/url tracking, contact forms, subscriptions, conversionfrom content consumption to lead)
![Page 29: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/29.jpg)
© PROJECT X BRAND LAB
Sales(online and offline sales, crm data, url tracking, manual reporting, anecdotes)
$$$
![Page 30: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/30.jpg)
© PROJECT X BRAND LAB
IN A NUTSHELL
![Page 31: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/31.jpg)
© PROJECT X BRAND LAB
Quality over quantity. (Keep it simple)
![Page 32: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/32.jpg)
© PROJECT X BRAND LAB
Be flexible, and willing to try different tactics.
![Page 33: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/33.jpg)
© PROJECT X BRAND LAB
Be authentic and consistent.
![Page 34: How to Conquer Content Marketing](https://reader035.vdocument.in/reader035/viewer/2022070520/58f0a4141a28abd5558b4641/html5/thumbnails/34.jpg)
ABOUT PROJECT X BRAND LABWe’re inventors. We’re word nerds. We’re artists. We’re caffeine addicts. We’re mental gymnasts.
For 20 years, Project X has been working closely with people like you to buil effective brands. We do this with creativity, smarts and grit—our work makes a connection and an impact.
Working with a boutique San Diego brand agency has its perks—we custom fit solutions to you and aren’t held hostage by some one-size-fits-all marketing formula. We’re flexible and don’t soak up resources with a
bunch of B-team players. Everyone at Project X Brand Lab is a seasoned expert in their field, so you always get top talent. Every consultation, every project, every time.
The best part of longevity is knowingwho you are. We know what kind of work we do best, and who we want to work with. We understand that you have big dreams and daily challenges because we have them, too. Maybe we can help you with both. If not, we can probably still offer a solution or two.
© PROJECT X BRAND LAB projectxbrandlab.com