1 / 18

Developing a Content Marketing Strategy

Developing a Content Marketing Strategy. How to Develop and Promote Content that Generates New Busine $$. My Goal Today: Give You Good Content About Good Content. Developing a content strategy Developing content that is valued Promoting your valued content

didier
Download Presentation

Developing a Content Marketing Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Developing a Content Marketing Strategy How to Develop and Promote Content that Generates New Busine$$

  2. My Goal Today: Give You Good Content About Good Content • Developing a content strategy • Developing content that is valued • Promoting your valued content • Guiding Principle: “If you cannot explain something simply, you don’t understand it.” • Good content should be elegantly simple • Elegantly simple Q&A time at the end

  3. Why Content Is King • 80 percent of business decision-makers trust articles more than advertisements • 70 percent say content marketing makes them feel more affinity for the content sponsor • 20 percent of Internet time is spent surfing for content • Fresh and popular content increases SEO • Source: Stephen Fairley “23 Reasons Why Content Marketing Matters”

  4. Content Marketing: Overall Strategy • Focus on what you love and do well • Better to do a little well than a lot badly • Define target audience & how to reach them • Learn what your audience values in content • Develop content for audience wants/industry • Use delivery channels the audience tunes into • Share and coordinate content and messaging internally to boost yield and reduce conflict

  5. Content Clients Value • Blogs • Newsletters • White Papers • Website Content • “Value Added” Content • Advertorials • Content about Clients • Content about Alums • Biographical Profiles • Video Content • Partnered Content • Case Studies

  6. 1. Blogs • Over 50% say blogs can influence hiring • Blogs increase SEO and press opportunities • Substance: Be Timely and Practical • Ideas: Look at other blogs, sites and trade pubs • Provide links to other authorities • Length: 300 to 600 word average • Frequency: ideally twice a week or more • Try: list articles; how to; anniversary stories; opinion pieces; demystifying posts; news analysis

  7. 2. Newsletters • Be timely • Be topical • Be practical • Be brief for executives • Be regular in publication

  8. 3. White Papers • Authoritative “thought leadership” reports • Originated as government/academic public policy proposals • Churchill White Paper of 1922 • True white paper is meaty, footnoted and aimed at a particular issue or problem • Can be about a new product or service or new approach to solving an issue or problem • You can Google “white paper” on any topic

  9. 4. Website Content • Value Propositions • Mission and Values Statements • Service Pledges • Story Content • Case Studies • Additional resource links to helpful info

  10. 5. Value-added Content • “How to” booklets • Books that act as “on the shelf” guides • Reference lists for self-help • Management checklists • Operational checklists • Other short and practical summaries

  11. 6. Advertorials • Advertising content that looks editorial • Often like short white papers • Sometimes in story form about a deal or event • Sometimes co-branded • Written professionally, not by staff writers • Can sometimes be placed regionally in national publications

  12. 7. Content About Clients • Stories about clients in firm newsletters • Stories about clients on Websites • Stories or profiles of client executives • Often look at why clients are successful • Often give readers both fun and practical info • Can be a chance for smaller clients to connect with lots of potential customers or contacts

  13. 8. Content About Alumni • Can be profiles or success stories • Chance to feature alumni & build connections • Look to feature alums who are CFOs, CEOs, etc • Alumni of a firm can be great referral sources • Chance to connect your brand with a highly successful person in business

  14. 9. Video Content • Webinars, podcasts, and Website videos • “How to” videos • “Forward looking” videos • Panel discussion videos with audience Q&A • Ego-driven talking head videos not popular • But short videos that go with bios OK

  15. 10. Biographical Profiles • In some professional service fields, biographical profiles get the most site hits • Clients like to know who is serving them • Content might include: Professional experience; career highlights; publications and press; lectures and teaching; awards and recognitions; community involvement • Bold ones show some personal content about hobbies and passions to connect with clients

  16. 11. “Partnered” Content • Insurance company and law firm desk guide to risk management and liability prevention • Patent brokers and IP law firm co-authoring an advertorial on how to find valuable IP licenses • Business management consulting firm and business publisher sponsoring white papers

  17. 12. Case Studies • Based on actual examples of superior service and results delivered to real clients • Used to illustrate creative solutions, efficiency, collaboration and ability to work under pressure • Usually not more than a page • Broken into “bits:” client problem; objective; complicating challenge; solution; results.

  18. How to Promote Your Content • Traditional media via PRnewswire.com; NewsCertified.com; HelpaReporter.com • Trade pubs, such as Accounting Today • In collateral materials • Linked-In / groups • Twitter / hash tags • Via your blog • Other SM, such as FB, Google Plus, Wikipedia • Send to “connectors” w/good Klout scores • Content sites dedicated to your profession • At seminars/meetings • On your Website • Via direct mail • IN YOUR OWN FIRM

More Related