Content Marketing

WHAT IS CONTENT MARKETING?

"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

Hi, I'm NAJA

CONTENT CONSUMPTION

WhAT'S THE PROBLEM?

• B2B & B2C are creating more content than ever.
• Supply is far greater than the demand.
• Consumers crave content but are more discerning about from whom and how they get it.
• In order to reach your audience your audience has to crave your content!

"Content Marketing is the only marketing that’s left. Teaching your customers and giving your customers the resources to believe you is new marketing. They become a fan of yours because you teach them something that makes them feel better about the world."
~ Seth Godin

CREATING DELICIOUS CONTENT CAN SET A BRAND, PRODUCT OR SERVICE APART FROM COMPETITORS IN A BIG WAY.

GET CLEAR ON YOUR CONTENT MISSION.

ANSWER THESE THREE QUESTIONS

• WHO IS YOUR ONE TARGET AUDIENCE?
• WHAT KIND OF CONTENT DO THEY PREFER?
• WHAT WILL YOUR CONTENT DO FOR THEM?

(Your organization's name) _________ will create insanely valuable (content type)__________ for (your audience)__________ to help them (achieve specific benefit, skill, knowledge) ____________.

"The best content looks and 'tastes' great because the sender knows the receivers favorites. Do you know your customer's content favorites? Plan content designed to satisfy your customers and that is what will happen."
~ Lee Oddin, TopRank Marketing

4 ideal content outcomes

• To entertain – this will have a strong emotional appeal to an audience, making it very shareable.
• To educate – this will allow for a wide reach especially for those who might not be in the know about products or services just yet. Again, this is often very shareable.

4 ideal content outcomes (cont'd)

• To persuade – This is slightly more emotionally charged; content that gradually changes the mind of the consumer
• To convert – Content that is more often than not rational rather than emotional as you will need a decision-making brain when considering what a conversion piece has to offer you.

TYPES OF CONTENT TO CONSIDER

22 of my top content ideas:

• Infographics
• How To Guides
• Q&A's
• Timeline
• Personal Opinions
• Stories (Resource: www.storybird.com)
• Product Reviews
• Testimonials

22 of my top content types: (cont'd)

• Useful Spreadsheets & docs
• Webinars
• Screencasts
• Quotes
• Aggregation of articles
• Resource Lists
• Audio Recordings
• Micro Blog Posts

22 of my top content types: (cont'd)

• Live video
• Recorded video
• Vlogs
• Images
• Case studies
• Link Page

CONTENT IS FOR THE CUSTOMER.

WHEN BRAINSTORMING, ASK YOURSELF:

• How will this content, campaign or initiative meet a specific customer need?
• Where is our customer currently getting information on this topic?
• Does this idea align with our Content Mission?

PLANNING OUt YOUR CONTENT

Content strategy

• Brainstorm your content ideas for the season, holidays, launches etc that are coming up.
• Identify how much content you need to create each week.
• Schedule audience-centric content for the coming weeks month.
• Give yourself time to prepare and create the content and know when you'll post.

Schedule a quarterly planning session where you and your team plan out a high level editorial calendar. Identify the best opportunities to tell your brand's story through content.

the only metric that matters

My audience will (insert desired outcome __________ after reading, seeing, watching (insert content type). I will track whether my audience (insert desired outcome) _____________ by checking (insert outcome metric) ________________ every (insert time frame) ___________.

let's stay connected!

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EMAIL: naja@najahayward.com