Content

CONTENT
MARKETING
CONTENT
MARKETING
CONCEPTS AND
STRATEGY
1. Content Marketing
2. Content Intent
3. Topical and Evergreen Content
4. Content Marketing Strategy
CONTENT
MARKETING
CONTENT MARKETING
What is it?
§ The internet is simply a means to navigate content, words, text, opinions, images, and videos.
§ Content marketing is an opportunity for organizations to create the type of content that
people want. It can be seen as a strategic way to create content with the aim of building
brands and educating customers to the benefits of your products and services.
§ Content marketing drives valuable search traffic and email and social media engagement to
increase the number of valuable actions taken by your target audience.
§ It begins a relationship, a familiarity and trust as you repeatedly show up when people search
online for information or just to be entertained.
CONTENT MARKETING
Benefits
1 Grow awareness of your brand or business
2 Recruit advocates of your brand
3 Increase and improve search engine rankings, or SEO
Generate new business leads, nurture sales prospects, and convert

4
customers
5 Enhance understanding of your business proposition
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Summary
CONTENT MARKETING CONCEPTS AND

STRATEGY
§ Matching the benefits of content marketing to your business objectives will help you form a content marketing plan
that’s right for your business.
§ Always make sure your content has a clear intention on what you are aiming for it to achieve. Content that lacks
intention will be easily spotted by customers!
§ There are two main types of content: topical and evergreen. A good content mix should factor in both types of
content.
§ A content marketing strategy is an ever-evolving plan that outlines your content marketing goals and target audience.
It sets out the objectives and scope of your project.
DEVELOPING A
CONTENT
MARKETING PLAN
1. Content Goals
2. Buyer Personas
3. Walkthrough: DMI Persona Builder

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WALKTHROUGH: DMI PERSONA BUILDER
Create target personas using the DMI Persona Builder. To do this, complete the following
sections:
Company information
Sales cycles
Tools and access
Demographics
Interests and personal habits
Media habits
Buyer behavior
Decision
Build out your four priority target personas. Then use the summary matrix to discover how they
rate against each other, and which ones you should focus on.
Summary
DEVELOPING A CONTENT MARKETING PLAN
§ Making sure content is aligned to your overall business goals will ultimately help drive your commercial message.
Key goals are: Awareness, Consideration, Conversion, Affinity, and Advocacy.
§ Developing customer personas helps with targeting, format, and discovery. Bear in mind objectives, location,
demographic, job details, platform, devices, purchase behaviors, and interests.
USING CONTENT
RESEARCH TO
FIND
OPPORTUNITIES
1. Social Listening
2. Walkthrough: Sparktoro Content Insights
3. Competitor Analysis
4. Walkthrough: Google Alerts
5. Content Topics
6. Walkthrough: Keyword Research for Content
Ideas
7. Brand Storytelling
8. Defining Your Personality
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WALKTHROUGH: SPARKTORO CONTENT
INSIGHTS
Use SparkToro to find out what type of content resonates with your audience.
Step 1: In the dashboard, select an option from the drop-down menu (for example, “My
audience frequently talks about”).
Step 2: Enter a few keywords.
Step 3: Click Search.
SparkToro then provides interesting information about your chosen audience. It can reveal:
The size of this audience

The hashtags they use
The top phrases used in their bios
What social accounts they are engaging with
What websites they are on
What podcasts they listen to
What YouTube channels they watch
COMPETITOR
ANALYSIS
COMPETITOR ANALYSIS
The value of competitor monitoring
§ Whether you're a B2C brand or a B2B organization, looking at what your

competitors are doing is a hugely beneficial way for you to understand what kind
of content audiences are interacting with out on the web.
§ Get into the habit of regularly checking out your competitor's social media,
website, and email activities to see how they're using content in their channels.
COMPETITOR ANALYSIS
Key considerations
1 What is their content development schedule?
2 How is their customer feedback from and to customers?
3 How do their search engine rankings look?
4 Are they making use of back links?
5 Is their website optimized?
6 How is their social following?
7 Are they connecting with influences or ambassadors?
8 What's their tone of voice and does it work well?
9 What new formats and channels are they using?

COMPETITOR ANALYSIS
Competitor analysis tools
There are some great tools out there to help you and your social listening and
competitor content analysis.
1 TweetDeck
2 TweetReach
3 BuzzSumo
4 SparkToro
5 Google Alert
6 Fanpage Karma
WALKTHROUGH: GOOGLE ALERTS
Stay on top of brand mentions, competitor mentions, and updates in your industry by using
Google Alerts.
Do a Google search for “google alerts” and navigate to the Google Alerts homepage.
Enter an alert in the Create an alert about… field (for example, enter the words “digital
marketing”).
Select Show options and choose how often you want to receive alerts, your preferred
source, language, and region, where alerts should be delivered, and so on.
Click Create Alert to create the alert.
You will receive an email summary of your mentions in due course.

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1 Grow awareness of your brand or business

2 Recruit advocates of your brand

3 Increase and improve search engine rankings, or SEO

Generate new business leads, nurture sales prospects, and convert

CONTENT MARKETING CONCEPTS AND

3. Walkthrough: DMI Persona Builder

DEVELOPING A CONTENT MARKETING PLAN

The size of this audience

§ Whether you're a B2C brand or a B2B organization, looking at what your

1 What is their content development schedule?

2 How is their customer feedback from and to customers?

3 How do their search engine rankings look?

4 Are they making use of back links?

5 Is their website optimized?

6 How is their social following?

7 Are they connecting with influences or ambassadors?

8 What's their tone of voice and does it work well?

9 What new formats and channels are they using?

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