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Content Marketing RoadmapCreating & Launching an Effective Digital Strategy

.JUSTIN BELLEME. .MANDY GARDNER. .LAURA SANDERS.

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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS

CONTENT MARKETING

ROADMAP

Slides and more at:jbmediagroupllc.com/impact

You do amazing things.More people should know.

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JUSTIN BELLEME

Founder and Director of StrategyJB Media Group

Co-founderJB Media Institute

MANDY GARDNER

Senior Content Writerand Brand Journalist

JB Media Group

LAURA SANDERS

Email Marketing andSocial Media Strategist

JB Media Group

TODAY’S PRESENTERS

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1. Goals2. Brand Identity & Expertise3. Audiences

CONTENT MARKETING

ROADMAP

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THE BEST CONTENT

OPPORTUNITIES

YOURGOALS

YOURORGANIZATION’S

EXPERTISENEEDS, INTERESTS,

PASSIONS OF YOUR FOCUS AUDIENCES

GOALServe your goalsfor growth and impact.

BRAND IDENTITYShare your story and unique expertise in a compelling way.

AUDIENCEServe your focus audiences something they need or want.

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Who are the people you want to serve?

Go beyond demographics!

● Needs and challenges

(relevant to what you provide)

● Hopes and fears

● Influencers

TARGET AUDIENCES

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Your content is part of your brand identity.

The topics you focus on and your approach to writing about those topics will shape your brand.

● How will your content convey your brand’s unique

expertise, mission, and values?

● What topics would you like to be a trusted authority

on?

● What do you offer that no one else does?

YOUR BRAND

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Uncover what your audiences look

for online.

Identify those topics that best

intersect with what you uniquely

offer.

Look for opportunities to serve your

target audiences by performing

market research and explore the

questions your competitors are

answering and online resources they

have developed. Look for gaps and

areas for improvement.

BE DATA

DRIVEN

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Research can support:

● Brand development

● Website architecture and UX

● Content topic ideation and content calendars

● Search Engine Optimization (SEO)

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● Start with your company/organization by

brainstorming with internal stakeholders

● Look at competitors

● Build a keyword list supported by research tools

● Uncover topic context & search intent

● Always perform searches in Google to see what

content you will be competing with

BE DATA

DRIVEN

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But how do we know whypeople are searching online?

Curiosity? To find options? See reviews?Write a term paper? Make a purchase?

What is the intent of each search?

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SEARCHINTENT

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INFORMATIONAL

how, what, who, where, why

guide

tutorial

tips

learn

TRANSACTIONAL

buy

coupon

order

[city] type of store (local)

cheap

price

NAVIGATIONAL

brand names

name of a product

name of a service

COMMERCIAL INVESTIGATION

best

top

review

attribute ofa product (size, color)

comparison

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SEARCHINTENT

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Definition from Wikipedia: Social capital is "the networks of relationships among people who live and work in a particular society, enabling that society to function effectively"

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FreeTools

● Keywordtool.io

● Google Keyword Planner

● Quora

● LinkedIn

● Reddit

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RESEARCH

TOOLS

Paid Tools

● Ahrefs

● Moz

● Clearscope

● Sparktoro

● BuzzSumo

● Answer The Public

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EXAMPLEResearch Applied

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SOCAPKEYWORDS

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The GIIN’s Top Keywords:

Climate Finance

Opportunity

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OPTIMIZED PILLAR PAGE

OUTLINE

Climate Finance

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REPURPOSE

Transcription of videos, podcasts, webinars…

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CREATING

CONTENT

ORIGINAL CONTENT

● Thought leadership (Ghostblogging - recording and transcripts)

● Interviews● eBooks / Guides

CURATE

Guest posts from influencers

List articles / Roundups

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Real Money Moves: A SOCAP Conversation on Private Prisons, Celebrity Influence, & Impact Investing With Morgan Simon and Derrick Morgan

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EXAMPLE:

Content Creation

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EXAMPLE:

Content Improvement

Results after Clearscope optimization: Pageviews increased by 76% from

28,000 to 49,000, site entrances up 81% from 26,000 to 47,000.

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CONTENT DELIVERY

● Share your work!

● Drive traffic to your site

● Grow brand awareness

● Build your audience

● Set one goal

● Utilize each platform

● See results

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SOCIAL MEDIA

CAMPAIGNS

● Accurate Audience Targeting

● Drive Web Traffic

● Brand Awareness

● Event or Brand Promotion

● Directly Amplify Content

● Sharing Relevant Content

Paid - directly targeting audience

Organic - brand awareness, thought leadership, content

#531c27#6ea6a7 #bf4930#d2cc2d #e06f25

SOCIAL MEDIA MARKETING

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EMAIL MARKETING CAMPAIGNS

● ~99% of consumers check their email daily

● Highest return on investment

● Most direct targeting - sharing content to an

audience that is interested, and likely to take action

● Drive traffic to your website

Content Newsletters

Dedicated Email Blast

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Email Marketing Campaigns (Content)

#531c27#6ea6a7 #bf4930#d2cc2d #e06f25

Email Marketing Campaigns (Dedicated Emails)

1 2 3

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CONTENTRESEARCHFOUNDATIONS

MARKETING PARTNERSHIPS

● Allow you and your brand access to the network or

existing audience of the partner

● Increase exposure to new audience

● Build trust - you are borrowing some of the trust

and connection the audience already has with the

partner company or brand

● Communicating with an existing audience is easier

and more cost effective.

● Cost: Email < Social < Most Other Marketing

CAMPAIGNS

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CONTENTRESEARCHFOUNDATIONS

MARKETING PARTNERSHIPS: CO-MARKETING

● Cross promotions can reach new / interested

audience

● Build brand trust

● Influencers

● Followers are more likely to trust

Social Media promotions - Partnerships

Email Promotions - Partnerships

CAMPAIGNS

#531c27#6ea6a7 #bf4930#d2cc2d #e06f25

Partnership - Social Media

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EMAIL CO-MARKETING

CAMPAIGNS

● Least expensive−and most

cost effective−methods of

communication

● Audience already knows

the partner’s brand

● More likely to open the

email and take action on

the content

When you have someone’s email address, you can

reach them directly for next

to nothing.

#531c27#6ea6a7 #bf4930#d2cc2d #e06f25

Content Distribution: Partnership Cross-Promotional Emails

Partnerships provide opportunities to promote events, content, or opportunities to new, relevant audience groups.

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Define goals,

identity, and

audiences

Content strategy

and plan, backed

by data

Efficient tactics

to develop

optimized and

effective content

Organic and

paid distribution to

your target

audience

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CONTENT MARKETING

ROADMAP

CONTENT OVERVIEW: Putting It All Together

Ethical Marketing TemplateEthical Digital Marketing PageEthical Marketing Policy

CONTENT OVERVIEW: Putting It All Together

AcumenAcademy B Lab’s B the Change

1

2

2

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CONTENT ROADMAP: OVERVIEW

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THANK

YOU!

Details at ContentStrategyRoadmap.com

Content Strategy Roadmap Course

Join the JB Media Institute in our on-demand training to help you create a cohesive digital marketing plan.

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MANDY GARDNER

mandy@jbmediagroupllc.com

THANK

YOU!

LAURA SANDERS

laura@jbmediagroupllc.com

JUSTIN BELLEME

justin@jbmediagroupllc.com

Slides, resources, and more at:jbmediagroupllc.com/impact