How to Create a Financial Content Strategy that Works
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The document outlines Kevin Cain's lessons learned developing a financial content strategy. It recommends sharply focusing content on a specific target segment and buyer persona. It also stresses hiring a managing editor, building a content creation community, and creating high-impact content optimized for search and conversions. The strategy further involves repurposing content across channels, measuring performance, and holding retrospectives to improve over time.
How to Create a Financial Content Strategy that Works
- 1. Developing a Financial Content Strategy that Works Kevin Cain Director of Content Strategy, OpenView Venture Partners @kevinrcain #cmworld
- 2. A Quick Introduction… Lowly Minion Copyeditor Managing Editor Director of Content Strategy Writer/Editor Senior Writer/Editor @kevinrcain #cmworld
- 3. 50 A Quick Introduction… 3,000 eBooks, Reports & Case Studies 25,000 Posts Subscribers 20,000 125,000 140,000 Views on YouTube Fans Page Views @kevinrcain #cmworld
- 4. Director of Content Strategy Managing Editor Content Marketing Specialist @kevinrcain #cmworld
- 6. What I’ve Learned (So Far) @kevinrcain #cmworld
- 7. 1. Get Sharply Focused Start with One Segment Look for Your Best Customer in that Segment Make Your Best Current Customer Your Target @kevinrcain #cmworld
- 8. OpenView’s Target Segment B2B software companies At the expansion stage ($2 million to $20 million in annual revenue) Selling to North American customers OpenView’s Target Buyer Founders / CEOs Key board members and investors Key management team members @kevinrcain #cmworld
- 9. 1. Get Sharply Focused Buyer Characteristics Buyer Journey Motivations Needs Leverage Point Interest Research Purchase Concerns Pain Points Leverage Point Unaware @kevinrcain #cmworld
- 10. 2. Hire a Managing Editor Excellent writer and editor Project manager Knows SEO Online marketing experience Social media enthusiast Analytics guru Strategist @kevinrcain #cmworld
- 11. 3. Build a Content Creation Community Freelancers Influencers Co-workers Fans, Followers & Subscribers @kevinrcain #cmworld
- 12. 3. Build a Content Creation Community @kevinrcain #cmworld
- 13. 3. Build a Content Creation Community Freelancers Influencers Co-workers Fans, Followers & Subscribers @kevinrcain #cmworld
- 14. 4. Create High-Impact Content Optimized For Search Reflects Your Deep Understanding of Your Buyers Demonstrates Your Brand Aspirations Drives Conversions Promotes Engagement And Virality @kevinrcain #cmworld
- 15. Key Learning What I think is great often fails, and what I think is just OK sometimes turns out to be great. Publish your content and then keep your eyes and ears open to see how the market responds! @kevinrcain #cmworld
- 16. 4. Create High-Impact Content over 2,200 votes 240 Likes 263 Tweets 18 Comments @kevinrcain #cmworld
- 17. 5. Repurpose, Repackage, and Recycle @kevinrcain #cmworld
- 18. 5. Repurpose, Repackage, and Recycle @kevinrcain #cmworld
- 19. 6. Focus on Conversions Sign Up Like Download Now Free Trial Tweet This @kevinrcain #cmworld
- 20. Sign Up for Our Newsletter http://openviewpartners.com/newsletter/ @kevinrcain #cmworld
- 21. 7. Amplify Your Content Through Multiple Points of Contact Industry Influencers Partners for Co-Marketing Website Paid Channels Social Media Content Campaigns E-newsletter Texts, E-mails, Calls, Etc. Relationship Marketing @kevinrcain #cmworld
- 22. 7. Amplify Your Content Through Multiple Points of Contact @kevinrcain #cmworld
- 23. 8. Establish a Content Rhythm Daily 2-3 Blog Posts Quarterly Weekly 3 Videos 2 eBooks 2 Reports 1 Article 5 Webinars 1 Podcast 1 Case Study 1 Infographic @kevinrcain #cmworld
- 24. 9. Institutionalize Your Content Marketing @kevinrcain #cmworld
- 25. 10. Measure What You Do Content Creation Content Delivery Impressions Conversions Web Performance @kevinrcain #cmworld
- 26. 11. Hold Frequent Retrospectives @kevinrcain #cmworld
- 27. To Recap… 1. Get Sharply Focused 2. Hire a Managing Editor 3. Build a Content Creation Community 4. Create High-Impact Content @kevinrcain #cmworld
- 28. To Recap… 5. Repurpose, Repackage, and Recycle 6. Focus on Conversions 7. Amplify Your Content Through Multiple Points of Contact @kevinrcain #cmworld
- 29. To Recap… 8. Develop a Content Rhythm 9. Institutionalize Your Content Marketing 10. Measure What You Do 11. Hold Frequent Retrospectives @kevinrcain #cmworld
- 30. Check Out our New eBook About Content Marketing www.contentfactoryebook.com @kevinrcain #cmworld