CONTENT MARKETING STRATEGY

Lecture 4

What is the most common, digital marketing problem?

How do we get more traffic?

‘Scattergun approach’

• Search ads• SEO• Guest blogging• Ask for links• Press releases• Sponsor events

Downsides

• Low conversions• Poor engagement• Shrinking community• Weak rankings• Poor sales• Etc

Without a strategy, its hard.

Content Strategy Checklist

• What are our marketing / communications goals?

• Who is our target audience?• Which channels / media to target?• Who are the influencers?• What experience do we give the audience?• How will we measure?

What are our goals?

Goals

• Traffic• Awareness• Sales / conversions• Retention• Reputation• Social proof• Testing

Who’s the audience (s)?

Where is our audience?

Where is our audience?

Who are our influencers?

They might not be who you think!

Examples of influencers

• Local Journalists• Mainstream journalists• Family• Friends• Facebook groups• Colleagues• Bloggers• Etc etc etc

What about ‘experience’

Think branding …

Familiarity

Likeability

Trust

What are you going to measure?

You should be experts by now ;)

Metrics

• Links• Shares• Likes• Engagement• Reach• Conversions• Sales• Etc etc etc

Feedback Loops

More of what works, less of what doesn’t.

Content Strategy Summary

• Goal?• Audience?• Where?• Experience? • Influencers?• Metrics?

Content Marketing Strategy

Workshop activity