Professional Documents
Culture Documents
Content Marketing 1
Content Marketing 1
Content Marketing
What is it?
Generate
Recruit
Increase Enhance
Grow
Effective Content
Addresses Demonstrates
Includes
Relevant Personalized Educational needs and you are the
explicit CTAs
interests solution
Types of Content
Topical Evergreen
Content Content
Topical Content
Evergreen content:
1
Is relevant and valuable for a prolonged period
2 Can drive more traffic and generate more leads
3
Can be repurposed into different formats
REVEAL MORE
Creating Evergreen Content Choose Promote on Repurpose at
Timeless Social Media a Later Date
Identifying the steps to creating evergreen content Topics
Awareness
Awareness
Consideration
Conversion
Retention
Aligning Content with Buying Cycle
Awareness
Awareness
Interest • Images
• Short-form video
• Social ads
Consideration • GIFs
• Advertorials
• Templates
Conversion • Banner ads
Retention
Community Management
An important complement to content marketing
Network opportunities
Strategize Plan
Developing a content marketing strategy is a
cyclical process.
Create and
Measure
Curate
Publish
Social Listening
• Customer feedback
• Website optimization
• Social following
• Tone of voice
B
B CC
A. Search Query
B. Reach D
D
C. Exposure EE
D. Tweet Activity
E. Tweet Types
G
G
F. Top Contributors FF
G. Top Tweets
H. Contributors
I. Tweets Timeline
II
H
H
Competitor Analysis
Buzzsumo
Carrying out a Content Audit
2. Establish benchmarks
going forward
1. KPI and
objectives review 8. Social listening
5. Website
performance and UX
3. Current audience
segments
7. Language or tone
4. Content inventory, evolvement
forms, and types
Monthly Content Reports Monthly content reports can help you keep on top of what’s
happening in your content efforts month-on-month
Learnings
Awareness
Engagement
Visibility of your brand in the wider content
Affinity ecosystem
Conversion
Advocacy
Aligning Content Marketing Goals
to Business Goals
Ensure consistency Consider how content Speak to other members Optimize your website
marketing helps of your business and see content and align your
across brand assets, look
support other how they may contribute SEO goals to your
and feel, language, and campaigns the ideas and inspiration. overall business goals.
how you interact with business is running.
your audience.
Groove HQ
REVEAL MORE
Buyer Persona
Objectives
Objectives Location
What are they actually setting out to
achieve? Why would they consider your
business at that moment and time?
Job Details Platforms
Interests
Examples of Buyer Personas
Keyword Audience
Search Trends
Establishment Insights
Content Topics
Generate content topics using a variety of tools and techniques
Activities Tools
Brainstorming Pinterest
Social Listening StumbleUpon
Community Engagement RSS Feeds
Content Topics
Case study: Bodyform
Content Calendars
REVEAL MORE
Elements of a Content Calendar
Creative
Theme
Platform
Copy
Creating a Content Calendar
Plan for a specific moment Create a simple Populate with as Edit and amend as
in time. spreadsheet with column much detail as required.
headings. possible.
Creating a Content Calendar
Considerations to make when creating a content calendar
Automation
Content enhancement
Cross-publishing
Content creation
Task assignment
Content Management Systems
Types of CMS
Content Management Systems
Things to consider when choosing a CMS
Industry
influencers
Your online
community Third-party
sources
Content Creation
Your online community as a key stakeholder
• Collaboration = resonance
Content Creation
Industry influencers as a key stakeholder
Webinars Podcasts
Advantages of Using a Variety of
Content Types and Formats
• Utility
• Fit for platform
• Measureable
• Consistent
• Aligned with goals
Content Curation
1 Additional Insight
2 Your opinion
3 Context
Difference between Content
Curation and Content Creation
- Curation
+ Creation
Benefits of Using Curated Content
Aggregation
Distillation
Chronology
Content Curation Tools
RSS feeds
Content Curation Tools
Email alert tools
Content Curation Tools
Social listening tools
Content Curation Tools
Considerations
#1 #2 #3
Unique
Point of
Vantage Resonance
Difference
Point
Defining Your Personality
An example: Old Spice
Defining Your Personality
What story do you want to tell?
Leverage
customer data
#1 #2 #3
❌ ❌ ✔️ ❌ ✔️ ✔️ ✔️ ✔️ ❌ ✔️
✔️ ✔️
❌
❌ ❌ ✔️ ❌ ❌ ✔️ ❌ ✔️ ❌ ✔️ ✔️
❌ ❌ ✔️ ❌ ❌ ✔️ ❌ ✔️ ❌ ❌ ❌ ❌
✔️
✔️ ✔️ ✔️ ✔️ ❌ ✔️ ❌ ❌ ✔️ ❌ ❌
❌ ❌ ❌ ❌ ❌ ✔️ ✔️ ✔️ ❌ ❌ ✔️ ✔️
❌ ❌ ✔️ ❌ ❌ ✔️ ❌ ✔️ ❌ ❌ ❌
❌
❌
Website ✔️ ✔️ ✔️ ✔️ ✔️ ❌ ❌ ✔️ ✔️ ✔️ ✔️
Content Seeding
Relevancy
Increase
Build
Generate
Improves
Distribution Channels for
Content
Owned Collaborative Earned/Paid
Areas that you can use to seed your content
• Facebook • Snapchat
• Twitter • Pinterest
• Instagram • Blog
• YouTube • Website
Challenges of Content Seeding
Reach
Reach Relevancy
Reach is a really attractive metric to chase
after. Be realistic about investing in
content seeding and build a campaign
Transparency Content
platform that reaches your audience in the
most cost-efficient way.
Tight Collaboration
Seeding Curated Content
+ Social Posts
Content Scheduling Methods
Uploading content for future publishing
- Native Scheduling
Benefits Limitations
1 Time efficient: scheduling a large amount of content in one sitting saves time
2 Cross posting (third-party apps): some third-party tools allow scheduling of content
to multiple platforms with a single click
Content Promotion
Content promotion is defined as the strategic
approach to getting your content seen by a wider
audience than your immediate owned channels, in
both the earned and paid space
Content Promotion Methods
Influencer Marketing
Guest Blogging
Tagging
Affiliate Marketing
Media Partnerships
Influencer Marketing
#1 #2 #3
Internal ability
External support
Legalities
Content Marketing ROI
Assessing content utility
Reach
Reach
Is your content
reaching the right
audience?
Measurement Tools
Here are some tools you can use to track your key metrics
Native
Reporting
TweetReach