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Actionable Content Marketing and Strategy
Transcript of Actionable Content Marketing and Strategy
CONTENT MARKETING ?
Content marketing is
It encompasses all marketing formats that involve the creation and sharing of content in order to current and potential consumer bases.
It subscribes to the notion that delivering
Content marketing has benefits in terms of retaining
to prospects and customers drives consumer action.
and improving brand
Marketers may use content marketing as a means of achieving a
UNDERSTAND YOUR AUDIENCE
Set your objectives by your
1) Establish a
2) Review your
3) Evaluate the
4) Outline your
Once you have identified your objectives,
it’s time to understand your
This will allow you to identify their specific
1. IDENTIFY PERSONALITY TYPES
2. DEFINE BUYING STAGE
The focus is simply to determine
WHAT CONTENT IS NEEDED?
Identify Content by Stage
Content by Persona
and give them the content they
1) Generate for Content
Determine what each buyer persona needs to know that is
messages that address their
3) Outline Standards
Check for the following items:
4) Ensure Consistency
for your content marketing program
5) Target Keywords
Keywords are to content marketing
because they can help you:
Identify new topics based on
Identify themes that are important
trends over time.
your efforts to
6) Build an army of
7) Identify a workflow
8) Repurpose Content
“Is this piece of content a one-off or can it be more?”
series of blog posts
1 shiny e-Book!
9) Build Content
as well as
Gain news coverage.
Engage Ticketmaster community.
100,000 Facebook Fans
Post Campaign results:
110,000 Facebook Fans
After three weeks of the quiz being live,
Ticketmaster saw the following results:
people took the quiz
Facebook shares and likes
social engagement events
social engagement points
1) Select the right channels
It is ideal to promote a piece of
and considering all
forms of media.
2) Facilitate Social Sharing
It’s important that your content
However, it’s critical that your content
3) Build landing pages
4) Map your content
for each piece of content.
5) Create an Editorial Calendar
Measure your program
1) Manage the Content Lifecycle
2) Create a Budget
3) Monitor your Program
It's important that you
with your audience.
Social Media Monitoring
tools enable companies to
with their customers
4) Measure your program
Tony SamioS, COO
Discover key insights
Look beyond job descriptions.
Focus on the goal
Get inside your customer's shoes
of your content capabilities
Buyer or Influencer?
do you have?
cats or dogs?
toward the brand
Content marketing should be about
in meaningful conversations with real people
compelling brand stories
through shareable content.
across multiple channels and mediums,
do something different