Companies should engage in content marketing to increase demand, generate and nurture leads, and ultimately define their brand value.
THE CREATION OF USEFUL, INFORMATIVE, NON-PROMOTIONAL CONTENT FOR A SPECIFIC AUDIENCE.
Content Marketing
Get smart YOUR CONTENT STRATEGY SHOULD REST ON TWO PILLARS OF INFORMATION AND DATA
YOUR BUYER YOUR MARKET
So you think you really know me?
C-LevelROLE: Decision Maker45 - 55
ManagerROLE: Influencer35-45
Junior StaffROLE: Research25-35
Buyer persona elements
What are their goals? What are their challenges? What are their pain points? Where do they get their information? What role do they play in the organization? What are they in the market for?
AWARENESSI have a problem or I don’t know that I have a problem
EVALUATIONAre you right for me?
CONSIDERATIONOK, I’m interested. I’m going to learn more.
MAPPING THE SALES FUNNEL
● Competitor Analysis ● Social Listening ● Media, Analysts, Influencers ● Search Data
GAINING MARKET INTELLIGENCE
Competitor Analysis
SWOT analysis - Focus on the “O”● Website● Content● Visibility and Reach
S STRENGTH WEAKNESS
W
O OPPORTUNITIES
T THREATS
Social listening WHAT’S THE WORD ON THE (SOCIAL) STREET?• Search for key topics and terms• Determine trends and what people
are talking about (or not)• Identify key hot spots: social
networks, forums
Key influencers WHO’S SETTING THE AGENDA, AND WHAT ARE THEY TALKING ABOUT?• Media Coverage• Blogosphere• Industry Analysts• Social Influencers
Search data LOOK AT VARIOUS SEARCH DATA POINTS TO GAIN AN UNDERSTANDING OF VISIBILITY• Keyword research to identify desirable terms• Domain authority of competitors• Evaluate sites with high rankings• Inventory paid search campaigns
POSITION: PERSONAL FINANCE
MANAGEMENT
THEME: HOW TO
TOPIC: Spending Hacks & Tips
THEME: PERSONAL TRIUMPHS
TOPIC: Everyday Stories
THEME: LONGTERM PLANNING
TOPIC: Major Decisions & Purchases
THEME: FINANCIAL IQ
TOPIC: What You Need to Know
THEME: SAVING
TOPIC: What to Save For & How
THEME: HOW WE SPEND
TOPIC: Twitter Chat
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