Creating a Content Strategy 2016 05-10
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The document outlines a content marketing strategy for the Master Builders Association of Western PA, emphasizing the importance of creating valuable content to attract and retain a targeted audience. It presents a four-step process for developing a content strategy: setting objectives, defining buyer needs, execution and amplification, and measurement of metrics. Key elements include understanding buyer personas, identifying audience needs, and utilizing various platforms for content distribution and engagement.
![What is your Content Marketing Mission?
•Become a destination for [target
audience] interested in [topics]. To help
them [customer value]
•This will help us [content marketing
goals]
http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20-
Content_marketing_mission_statementBecome_a](https://image.slidesharecdn.com/creatingacontentstrategy2016-05-10-160924205757/85/Creating-a-Content-Strategy-2016-05-10-7-320.jpg)
![What do your Audiences Need [Want] to Know?
• All Content should seek to Educate, Inform, or Entertain
• Consider where your audience will consume this content
• Detailed Case Studies for Projects like mine
• How to sell your solutions to internal stakeholders](https://image.slidesharecdn.com/creatingacontentstrategy2016-05-10-160924205757/85/Creating-a-Content-Strategy-2016-05-10-16-320.jpg)
Creating a Content Strategy 2016 05-10
- 1. Content Strategy Creating a Master Builders Association of Western PA - 2016
- 2. What is Content Marketing? 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. http://contentmarketinginstitute.com/what-is-content-marketing/
- 3. IF you have a documented strategy Content Marketing works if it is Useful, Inspirational and Motivational Jay Baer Convince & Convert
- 5. 4 Steps to a Content Strategy 1. Setting Objectives 2. Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics
- 6. Setting Content Strategy Objectives 1
- 7. What is your Content Marketing Mission? •Become a destination for [target audience] interested in [topics]. To help them [customer value] •This will help us [content marketing goals] http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy-43549981/20- Content_marketing_mission_statementBecome_a
- 8. Objectives Why are you doing this at all?
- 9. Unique Selling Proposition Competitive Differentiator “What is Your ONE thing?”
- 10. Unique Selling Proposition A strong unique selling proposition lets you to stand apart from your competitors and actively focus your energy on creating things that cater to your ideal customers.
- 12. What are “Buyer Personas” A Buyer Persona is fictional, generalized character that encompasses the various needs, goals, and observed behavior patters among real and potential customers. Can be defined by • Role • Challenges/Motivations • Industry • Goals Inbound Methodology via Hubspot
- 13. What does Audience Personas Development Determine? • What kind of content to create • What tone, style, and delivery strategies you need to develop • What topics and targets should you focus on to help continually grow your business • How your Content Strategy will evolve
- 14. So, what might your Buyer Look Like? Repeat Client Challenges are easily identifiable Know how they like to communicate Can help them communite internally Potential Client Need to better understand mission & brand May have in-town and out-of-town decision makers Multiple Entities Involved Millennials, Gen X, and Baby Boomers make up decision makers/influencers Owner does not know your brand; ongoing relationship with architect; focusing on proposed team members
- 16. What do your Audiences Need [Want] to Know? • All Content should seek to Educate, Inform, or Entertain • Consider where your audience will consume this content • Detailed Case Studies for Projects like mine • How to sell your solutions to internal stakeholders
- 17. Strangers Visitors Leads Customers Promoters Quality Content around broader, shareable topics that drive visibility and engagement. Blog Articles, Infographics, Videos. Content that is useful and timely. Niche topics, market specific to your offering and solution. More detailed features/benefits; assessment tools, process documents. Combination of content to a more defined audience specific to audience needs. White papers, detailed project sheets, testimonials, Calls to Action. Custom Content that answers buyer key concerns. FAQs, Research Studies, Ebooks, Webinars, Exclusive Events/Workshops. Custom Content that reinforces buying decision. Customer-Only Events/Workshops, Loyalty Programs, Exclusive Client-Only Content (email), Case Studies. Stages in the Buying Cycle
- 21. Example - Content Planning
- 22. Amplification
- 23. How to Spread the Word? • Email Blasts • E-Newsletters • Website Homepage/Blog/News • Webinars • (Organic) Social Media Posts • Programmatic Marketing • Digital Advertising • On-Page/Off-Page SEO • Employees’ Social • Customers’ social • Display ads • Paid Social • Guest Posts • Paid Media • Earned Media • Offline Ads (Print)
- 24. Across all Social Media
- 25. Email Marketing
- 26. Through Your Website Blog
- 27. Compiled Digital Media Kit
- 29. The Early Years
- 30. Google Social Acquisitions (organic)
- 31. Facebook
- 32. LinkedIn
- 33. Integrated Social Media Management and Analytics Tool
- 34. Integrated Social Media Management and Analytics Tool
- 35. Google Adwords – PCP. Don’t see what you like? Pay for it!
- 36. • What do you want to get out of a social content strategy? • Analytics can help you improve upon what works and what doesn't. • Social media is still just a billboard, unless you measure and react. • Direct conversions are the holy grail of social media, but rarely happen in our industry • Social media channels are not all the same and should be treated differently to maximize engagement
- 37. Summary
- 38. 4 Steps to a Content Strategy 1. Setting Objectives 2. Defining Buyers & Audience Needs 3. Execution & Amplification Plan 4. Measurement & Metrics
- 39. SOURCES: • http://contentmarketinginstitute.com/what-is-content-marketing/ • Jay Baer, Convince & Convert • http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy- 43549981/11-Put_Your_CustomersNeeds_FirstMake_them • http://www.slideshare.net/NewsCred/how-to-build-a-content-marketing-strategy- 43549981/20-Content_marketing_mission_statementBecome_a • Inbound Methodology via Hubspot • Examples via Desmone Architect, Green Building Alliance
- 40. Questions?