The document discusses content strategy and provides guidance on developing an effective basic strategy. It recommends defining goals and objectives that are specific, measurable, actionable, realistic and timed. Goals should support business revenue objectives. Content should be mapped to the sales funnel to address audiences' needs at each stage. Developing content that is both relevant to the business and audience is important. Researching audience interests through listening, industry data, analytics and keywords can help identify appropriate topics.
The document provides guidance on developing an effective content marketing strategy for B2B companies. It outlines 7 key steps: 1) figure out your goals and brand values; 2) determine your content marketing team; 3) focus your strategy; 4) build an editorial calendar; 5) create engaging content; 6) share your content; and 7) track results. Developing a clear strategy involves understanding your resources, goals, and target audiences in order to produce the right types of content, from blog posts to ebooks, and drive the desired actions and key performance indicators.
B2B Content Marketing Research: Focus on Documenting Your StrategyMadalina Balaban
This reserach - B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
This document summarizes the services of a business advisory firm called Fund-House. They offer consulting, coaching, angel investments, and venture debt. Their main areas of focus are technology, healthcare, green space, and arts. They provide various advisory services including vision/brand development, logo design, pitch presentations, management mentoring, and marketing strategies. Their goal is to help build high-performance businesses through practical actions and strategies.
This document outlines a content marketing framework in 5 steps:
1) Strategy - Define personas, customer journeys, competitors' content, and a content sweet spot.
2) Goals - Set SMART goals for awareness, engagement, and other key performance indicators.
3) Content Creation - Generate ideas from research, choose appropriate formats, and establish guidelines.
4) Distribution - Share content through owned, earned, and bought media channels.
5) Measurement - Continuously optimize the process based on metrics in a long-term, cyclical approach.
Content marketing is presented as a strategic, ongoing technique to attract and engage customers through valuable, relevant content.
Business mindset - Are you a buyer or a seller?Kay Franklin
The document discusses two different business mindsets: the make money mindset and the business mindset. The make money mindset views the individual as a buyer or prospect, constantly looking to purchase the latest products to make money. The business mindset views the individual as a marketer or seller, focused on running their business and communicating their message to customers. Having a business mindset is important for real success online rather than continually buying products. The key is focusing on helping others and developing relationships to market your business.
This document provides an overview of content marketing. It defines content marketing as creating and delivering valuable content to a target audience. It lists different types of content that can be used, such as whitepapers, ebooks, case studies, audio/video, blog posts, events, images and infographics, and email newsletters. The document discusses how content marketing generates more leads than traditional marketing, builds trust, creates value for customers, and decreases costs while increasing customers. It positions content marketing as the cornerstone of marketing strategies and discusses how content directly affects search engine optimization and helps push leads down the sales funnel, while not directly selling. It provides tips on planning a content marketing strategy by identifying the audience, their pain points and where
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
This document provides guidance for Indian marketers on content marketing. It discusses laying a solid foundation by understanding the customer journey and audience needs. It emphasizes managing content production through an editorial calendar and mixing different types of content. The document also stresses mapping content across the buyer's journey, with an initial focus on reach through top-of-funnel content and later nurturing bottom-of-funnel content. It highlights using a "Big Rock" piece of long-form content to power the demand generation process.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
This document provides guidance on content marketing strategies and best practices. It discusses the importance of content marketing in engaging audiences and supporting marketing objectives. It emphasizes creating customer-centric content and establishing your brand as a helpful information source. The document also recommends documenting a content strategy, mapping content to topics and categories, creating a content calendar, and getting different organizational roles involved in a "content comrade" team to effectively plan and promote content.
1) A survey of B2B content marketers in North America found that more marketers now have documented content strategies (44%) and assign someone to oversee their content strategy (73%). As a result, more marketers consider themselves effective (42% up from 36% last year).
2) The survey identifies characteristics of highly effective content marketers, including having documented strategies (66%) and oversight (86%), using more tactics on average (15 vs 10) and social media platforms (7 vs 4), and allocating more budget to content (39% vs 16%) compared to less effective marketers.
3) While adoption of content marketing is high at 93%, the survey found that many marketers
The document discusses hybrid marketing, which aims to provide consistent branding across traditional and digital marketing channels. It describes how modern marketing requires hybrid professionals with skills across multiple areas like writing, analytics, technology, and human behavior. These hybrid professionals can deliver integrated marketing solutions across various channels instead of requiring separate agencies. The document debates whether it is better to specialize in one area or have a diverse generalist skillset, concluding that success depends on either specializing while maintaining a big-picture view, or showcasing expertise as a generalist in an evolving market.
The comparative analysis of robinsons place and sm mallChristian Bocalan
Robinsons Malls is one of the largest shopping mall operators in the Philippines owned by Chinese Filipino entrepreneur John Gokongwei, Jr. It has a strong market position with experienced business units and skilled workforce. However, it faces threats from increasing costs and external risks. Robinsons' marketing strategy is to engage customers and give them a sense of belonging by experiencing the malls. SM Malls is also a major player in the Philippine retail industry owned by Henry Sy, Sr. and Felicidad T. Sy. It has a large network of over 45 stores nationwide but lacks an online presence. Both malls generate most of their sales from merchandise and real estate but also rely on customers' materialism and social interactions
Leading Edge Magazine | Summer 2012 | SikichSikich LLP
This document provides advice on improving business plan execution by focusing on action over planning. It recommends developing short-term, nimble plans focused on 2-3 priority goals. Formal prioritization methods like the Pareto principle can help identify goals with the biggest impact. Precise execution is key and requires engaging managers through individual goal-setting and linking compensation to strategy achievement. Poor execution often stems from a lack of accountability, distractions pulling focus from the plan, and failure to cascade goals throughout the organization. Aligning corporate social responsibility efforts with business objectives can maximize their value by differentiating the brand and improving customer loyalty.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
B2C Content Marketing Trends Research 2014Dung Tri
The document provides an overview of B2C content marketing trends in North America based on a study. Some key findings include:
- 90% of B2C marketers now use content marketing, up from 86% last year, and 34% consider themselves effective, up from 32%.
- B2C marketers on average use 12 content marketing tactics and produce more content than the previous year.
- Top organizational goals for B2C content marketing are brand awareness and customer acquisition.
- 60% of B2C marketers plan to increase their content marketing budgets over the next year.
21st Century Branding: Positive Change Agents Ann Odell
Good Business & Good Branding are synonymous.
Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other.
21st Century BRANDS reflect our ideals, values, aspirations, passions.
A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning.
Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
This document provides an overview of developing an effective content marketing strategy. It discusses understanding customers, creating different types of content, developing buyer personas, and aligning content with the stages of the buyer's journey. The key points covered are:
1) Understanding customers is essential for creating valuable content, including where they spend time online and what challenges they face.
2) An effective content marketing mix includes original content (created by the business), curated content, and syndicated content in a 65/10/25 ratio.
3) Developing buyer personas through research helps tailor content to specific customer groups and their needs, behaviors, and concerns.
4) Aligning content with the awareness, consideration
The document provides an overview of a course on content marketing. The course covers [1] the definition and process of content creation, [2] different content types and tools, and [3] examples, conclusions, and further references. It discusses defining target audiences, creating content, choosing media platforms, scheduling content, standardizing content, and tools for content creation. The goal is to help students understand how to develop and implement an effective content marketing strategy.
6-Step Guide to B2B Content Marketing that WorksBlack Marketing
This 6-step guide outlines how to develop an effective B2B content marketing strategy:
1. Develop a strategy and mission statement by defining goals, objectives and target audiences.
2. Identify buyers and develop buyer personas.
3. Research popular topics and questions from target audiences.
4. Create a mix of content types on an editorial calendar.
5. Amplify content organically through SEO and employee/influencer promotion, and paid promotion.
6. Analyze performance and optimize the strategy based on metrics.
Inbound Marketing 201: How to Create an Effective B2B Inbound Marketing CampaignMLT Creative
This document provides guidance on creating an effective B2B inbound marketing campaign. It discusses key characteristics of effective marketing, including being educational, timely, customized, and consistent. It then outlines the major components of a marketing campaign, including developing a compelling marketing offer, creating landing pages to generate leads, building automated email workflows to nurture leads, and promoting the offer through various channels. The document provides tips for each stage, such as how to make landing pages convert more visitors into leads through optimizing the headline, body, form, and image. Overall, the document serves as a guide for businesses on launching a holistic inbound marketing campaign to attract and qualify new leads.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
This document provides an overview and agenda for Debbie Williams' 2017 Content Marketing Workshop. It begins with introductions of Debbie Williams and her background in content marketing. It then outlines the workshop agenda which includes discussions on content marketing strategy, buyer personas, editorial SEO, content ideas, content distribution, and a Q&A. It also includes exercises for participants to apply the concepts and pre-event and post-event surveys to understand participants' goals and takeaways. The overall goal is to help participants improve their content marketing efforts through strategic planning, creation of relevant content, and effective distribution.
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
This document provides a 7-step content marketing toolkit to help marketers develop an effective content marketing strategy. The steps include understanding your purpose and audience, developing a compelling narrative, identifying relevant channels, creating optimized content, amplifying your content, and using analytics to evaluate performance. The toolkit is intended to equip marketers with fundamentals to systematically develop a content marketing roadmap for success.
This document provides an overview of content marketing and Facebook marketing basics. It defines content marketing as the creation and sharing of content to promote a product or service. It discusses different types of content that can be used, as well as challenges like outdated content. It also covers the basics of creating and optimizing Facebook ads, including identifying goals, targeting audiences, and monitoring performance. The key aspects of both content marketing and Facebook advertising are summarized for a high-level understanding of the topics.
The document provides guidance on developing a successful social media content marketing plan. It discusses crafting personas based on research to understand target audiences, creating an editorial team and calendar, finding the right words to engage communities by asking customers, sales teams and monitoring industry conversations, choosing the best content types and social media channels for distribution. The key aspects are understanding the audience and providing useful content to engage and educate customers.
Content Marketing: Build the Bridge to Success 2017Patty Swisher
This document outlines the 4 steps to building an effective content marketing strategy: 1) Setting objectives by defining goals and a content marketing mission, 2) Defining client and audience needs through personas, 3) Developing an execution plan including content types, calendar, and sharing methods, and 4) Establishing metrics to measure consumption, sharing, lead generation, and sales. It provides examples and templates to help strategize content around audience needs at different stages in the buying cycle in order to build a bridge to success.
This document discusses content marketing strategies. It recommends that companies leverage existing content like customer testimonials, core values, and product reviews. It also suggests targeting specific audiences on different media like social networks and blogs based on company objectives. Additionally, it advises using content marketing to acquire leads and develop them through relationship building and personalized messaging as people are in different stages of the decision process. Finally, it stresses applying traditional sales techniques like limited time offers while providing a good customer experience to maximize conversions from content marketing campaigns.
The document outlines the key steps in developing an effective content marketing strategy: 1) Set objectives like becoming a trusted resource for a target audience, 2) Define buyer and audience personas to understand their needs and interests, 3) Create a content execution and amplification plan across various channels, and 4) Measure performance using metrics like consumption, sharing, lead generation, and sales. The goal of the content strategy is to attract and engage an audience in order to drive business results through relevant and valuable content.
The Blueprint of a Modern Marketing Campaignclydejefferson
1. The document discusses how to create an efficient content marketing strategy by planning strategic campaigns, establishing streamlined processes, and organizing teams.
2. A key recommendation is forming an editorial board with representatives from different departments to coordinate quarterly themes, initiatives, content production, and distribution.
3. The planning process involves mapping annual, quarterly, and monthly campaigns around themes, products, events, and "content pillars" - major assets like eBooks that can be reused across channels.
Emily Pope, a senior content marketing manager, taught a class on content marketing strategy. She discussed defining content marketing and provided examples of successful content marketing from companies like John Deere and Red Bull. Pope stressed the importance of starting with defining the purpose and goals of a content strategy before determining specific tactics. She outlined a three phase process for developing a content strategy: 1) Start With Why, 2) Know Your Audience, and 3) Consider Resources and Workflow. The class concluded with students creating drafts of key materials for developing a content strategy, including a content audit, style guide, and editorial calendar.
This document discusses building emotional resilience. It provides an overview of common myths about resilience and exercises participants can do to cultivate resilience, including sharing coping strategies for dealing with challenges posed by the coronavirus pandemic, identifying character strengths, developing a personal mantra, and improving relationships. The goal is to help participants adapt to stressful situations, cultivate a positive mindset, and strengthen their resilience.
Positive Change Maker Interview: Tash WillcocksMichael Kurz
Tash Willcocks sees her contribution as enabling and empowering others to create positive change through small, incremental actions that ripple out. She has been inspired by seeing talented older women make a difference and started the #aceatanyage project to highlight them. Working with students at Hyper Island has triggered her own transformation as she adapts to new ways of thinking each year. She finds movements toward sustainability and youth activism moving, but fears consumption patterns may bounce back after COVID. She recommends Liminal Thinking by Dave Gray to challenge limiting beliefs and Jameela Jamil's positive activism on social media.
Positive Change Maker Interview: Nina SoutoulMichael Kurz
Nina Soutoul co-directs an artistic and cultural center in the favela of Morro da Providência in Rio de Janeiro. She finds that her work bringing art, culture, and education to children in the favela transforms her daily. Nina was inspired to pursue social work after volunteering in an orphanage in Bolivia in 2014. She has also found personal transformation through yoga and meditation, which have helped her overcome challenges and find balance with her passionate work in the field of social issues. Nina recommends supporting her project Casa Amarela Providência through donations, volunteering, or following them on Instagram.
Positive Change Maker Interview: Matt HockingMichael Kurz
Matt Hocking is a designer who founded Leap, a sustainable design agency, in 2004 to promote positive change through environmentally friendly design practices. He was initially told his business model would fail, but Leap is now in its 15th year. Hocking feels he has helped pioneer sustainable design and champions the B Corp movement. Experiences like visiting communities in the Sinai Desert impacted by climate change reinforced his commitment to the work. He encourages focusing on collaboration to address global issues and finding inspiration through connecting with nature.
Positive Change Maker Interview: Mark Shayler Michael Kurz
This document introduces Mark Shayler, who helps people and organizations innovate more sustainable products and services through workshops and a book. He has seen his own transformation from focusing on sustainability to helping others find their voice and move beyond constraining beliefs. Mark believes that as people change and empower themselves, others may reject the new self, seeing it as too powerful. He credits a mentor who created a safe space for growth as most influencing his journey. Mark currently finds environmental awareness, views of health, and mindfulness as particularly inspiring changes.
Positive Change Maker Interview: Jorge Koho MelloMichael Kurz
Jorge Koho Mello brings change through education and by living according to Zen Buddhist principles of simplicity and nonviolence. As an educator, he aims to align his teachings with how he lives his life. His work dealing with suffering and questioning in others has led him to deeper self-reflection. Those who have shaped his journey include his teachers in fields like Aikido, Zen, and pedagogy. He encourages finding a challenging yet kind path of one's own and respecting human and natural limits.
Positive Change Maker Interview: Gabriele SaubererMichael Kurz
Gabriele Sauberer brings positive change through her work in positive psychology, humor management, and corporate social responsibility. She transforms boring industries by inspiring and cheering people up. Her biggest contribution is bringing smiles to sad faces through her work. Her personal transformation was triggered through various trainings, which taught her to transform herself first to authentically help others. She was inspired by finding strength within herself rather than focusing on negative role models. She recommends supporting her work in positive psychology to make the world a better place through simple interventions.
Positive Change Maker Interview: Anna KotsonourisMichael Kurz
Anna Kotsonouris facilitates positive change for community development projects in West Africa through her work with an international development organization over the past 14 years. She feels her biggest contribution has been influencing donors and rural communities to engage in their own development. Her work has taught her empathy, patience, and to acknowledge what she doesn't know in order to truly understand the issues communities face. She shares her experience of initially misidentifying a community's problems to emphasize the importance of listening to understand local realities. She is moved by increased appreciation for healthcare workers during the pandemic and hopes it continues after the crisis ends.
Positive Change Maker Interview: Amanda BlainleyMichael Kurz
Amanda Blainey works to normalize conversations about death and improve end-of-life experiences. Through her talks, podcast, and book, she guides people to appreciate the preciousness of life and consider their legacy. Volunteering in hospice transformed her perspective and ignited her passion for challenging norms around dying and living. Inspired by mentors like David Hieatt who supported her message, she now shares insights from interviews to release fears around death and focus on togetherness in life.
The document provides instructions for a workshop aimed at helping participants experience and discuss flow states. It includes an agenda with sections on welcome and introductions, learning about flow, sharing past experiences of flow, exercises like breathing techniques and coming up with challenges to achieve flow in the future, and closing feedback. Participants are guided through group discussions and activities designed to foster familiarity, focus, and an atmosphere conducive to exploring the optimal state of flow.
This document discusses the roles and requirements for an effective content team. It describes core team roles like authors, subject matter experts, editors, designers, project managers, and strategists. For each role, it outlines key responsibilities and necessary skills. Additional optional roles mentioned include developers. It emphasizes that the right team composition depends on the specific project, but that passion for the topic and experience are important qualities for all team members. The document is intended to help readers identify necessary positions and assign responsibilities for their own content team.
Storytelling is a technique. Applied it will help you to cut through the clutter and earn awareness. That"s why storytelling will always have its place and value in a marketing strategy
1) Content strategy is important for enabling success in content marketing by planning for content creation, governance, distribution, and promotion across channels.
2) Companies often fail at content marketing because they do not have a centralized strategy and silo content across teams and platforms.
3) An effective content strategy requires understanding audiences, setting goals and metrics, creating content calendars, and establishing governance guidelines and processes.
The document discusses content marketing and advises that by the time one decides to enter content marketing, defending champions will already be competing. It acknowledges that one is not Red Bull and lacks their resources. It then provides tips for developing a content production process such as starting practical work, identifying existing content, empowering employees, inviting consumers, forming partnerships, licensing content, and curating other content. The overall message is to accept the challenge but develop a process and seek various resources rather than trying to compete alone against major established brands.
This document discusses different types of content marketing including B2B, B2C, current, evergreen, original, licensed, editorial, sponsored, branded, curated, and recycled content. It provides the email of mkurz@hi-res.net as a contact for any questions about content marketing terminology.
Fundamentals of Brand Selling & Growth Strategy for Creative.pdfKwabena Oppon-Kusi
A guide to assist creatives into the world of marketing positioning and growth marketing. This was presented to a group of spoken word artists who asked the question...'how can I turn my creative skills or brand into a viable business?' The document seeks to bring creatives the knowledge of marketing and how they can leverage existing tools and opportunities to grow as brands and businesses. I recommend this for all creatives who would like to tap into the creative economy and become profitable
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
In today's fast-paced business world, providing excellent client service is crucial for success. This report, "Client Service Management: Principles and Insights for Excellence," explores the basic principles and practical tips needed to manage client relationships effectively. Good client service goes beyond just solving problems; it’s about building strong, lasting relationships that keep clients happy and loyal. In this report, you will find clear explanations and real-life examples that will help you improve how you interact with and support your clients. Whether you’re experienced or new to client service, the insights here will guide you in delivering outstanding client experiences and service models
Happy learning
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
Digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.Digital marketing encompasses all marketing efforts that utilize electronic devices and the internet. It includes various online channels such as search engines, social media, email, websites, and mobile apps to connect with current and prospective customers. Key components of digital marketing include:
Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results pages (SERPs) to increase organic (non-paid) traffic.
Search Engine Marketing (SEM): Using paid advertising on search engines like Google to drive traffic to websites through paid search listings.
Social Media Marketing: Utilizing social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn) to connect with audiences and promote products or services.
Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.
Email Marketing: Sending personalized messages to a targeted audience via email to promote products, services, or events.
Affiliate Marketing: Partnering with other businesses or individuals to promote products or services and earning commission based on sales generated.
Influencer Marketing: Collaborating with influencers (individuals with a dedicated social following) to promote products or services to their audience.
Online PR (Public Relations): Managing a brand's online presence and reputation through various online channels.
Analytics and Data-driven Marketing: Utilizing data and analytics tools to measure and optimize marketing campaigns' performance.
Mobile Marketing: Targeting users on mobile devices through mobile-optimized websites, apps, SMS, and other mobile channels.
Digital marketing offers businesses a cost-effective way to reach a global audience, measure campaign effectiveness in real-time, and adjust strategies based on data and insights. It continues to evolve with advancements in technology and changes in consumer behavior, making it essential for businesses to stay updated with current trends and best practices.
Digital marketing uses digital channels to promote a product or service.
Using digital marketing techniques and strategies helps businesses reach their target audience, engage with them, and ultimately convert them into customers.
Examples of digital marketing include SEO, PPC, social media marketing, content marketing, and leveraging traditional offline media for advertising.
Offline digital marketing includes out-of-home advertising, TV marketing
Outdoor and Indoor Advertising: Pros and Cons.pptxPROreklama
This presentation explores the pros and cons of outdoor and indoor advertising, helping businesses make informed decisions about their advertising strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, Cpanel Management
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Importance of SEO to support holistic marketing strategies and the rise of n...
Content Strategy
1. !
Content marketing is driven by a single idea:
If you produce and share great content you ultimately become an authority in a specific
field. Depending on your content strategy this could mean, becoming a though leader,
build reputation or relationships that will result in activating customers, drive sales,
create loyalty and advocacy. Aka more customers and better customers, the ones who
remain customers, and send you more customers.
!
Recent polls among Chief Marketing Officers show, that they believe in Content
Marketing as a key for growing a successful business in a global multi-connected
economy. Seth Godin, who said „Content Marketing is the only Marketing left.“ would
possibly be delighted by the pace companies are adapting this mindset lately. He might
also agree that there’s still a huge gap between the companies who want and the ones
who master it. Or as Contently puts it straight in its Beginners Guide to Blogging and
Content Strategy in 2011: „Most companies suck at content“.
!
Reasons companies suck (from my own experience):
★ They are paralyzed, they just don’t know how-to and where to start
★ Consumers are connected, companies are not, most still think and act in silos
★ What they still care most about is getting their Brand Message through
★ They don’t invest in quality content
★ They don’t promote or optimize their content
★ They have the wrong team set-up and don’t hire specialists
★ They cannot adapt to an agile trial and error mindset
★ Content Marketing is treated like any other marketing instrument, not as its nucleus
★ Time to market is a big issue, working with traditional processes slows content
creation down
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Introduction I
2. !
!
By definition of one of the most popular experts on Content Marketing, Kristina
Halvorson „Content Strategy plans for the creation, delivery and governance of content“.
To cover all of these topics mentioned in detail, one document is rather ambitious.
This would either fill the pages of a whole book or has to be condensed and simplified
leaving you with some buzzwords that wouldn't be of any help on the job. Therefore I
parted the overall approach to content strategy into three pieces, which are:
★ Basic Strategy
★ Process-Design for Content-Production
★ Distribution and Promotion
!!In this document I solely concentrate on the Basic Strategy, because a well-defined
basic strategy sets the overall direction and answers the central questions in order to
get things rolling:
!!Why?
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Defining Goals & Objectives
What?
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Identify Subjects of Interest
How?
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Get You Started
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Introduction I
3. !
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Before you embark on your content marketing journey, you need to figure out
where you’re going.
Imagine what success looks like, what do you hope to accomplish? Whatever your
organization’s goal is, state it clearly in your plan and outline the specific objectives that
will help your brand achieve it. Set and define content marketing goals and trace them
backwards to actionable steps.
Each of your goals and objectives should be SMART: Specific, Measurable, Actionable,
Realistic and Timed.
When goals and objectives are defined, determine which key performance indicators
(KPIs) you’ll use to measure success, and set a benchmark to start from.
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For Example:
Goals: To support our company’s overarching revenue goal, we must attract new
customers, foster stronger customer relationships, increase positive word of mouth, and
increase inbound leads by <date>.
Objectives: To accomplish our goals, we must increase social media engagement by
30%, and inbound website traffic by 50% by <date>. We’ll do this by creating a
comprehensive, customer-oriented online resource library. We will create and publish
three blog posts per week, publish one case study per month, host one webinar per
month, publish one ebook per quarter and share all of the above through social media
channels.
Metrics: Increase inbound visits by 3,000 per month, gain 20 inbound links per month,
increase positive brand sentiment 20% by <date> , generate 1,000 monthly social
shares of blog content, and increase ebook downloads to 100 per month.
Source: http://de.slideshare.net/marketingcloud/how-to-craft-a-successful-social-media-content-
marketing-plan-15937674
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Goals & Objectives I
4. !
If you want to go one step further, map your content against the sales funnel
!Regardless of who your target audience is, it is going to be virtually impossible to create
successful content until you understand the context of that their situation. That means
that in addition to knowing who they are, you also need to understand what they care
about and what their journey to making a purchase looks like. You will also need to
understand which points throughout their buyer journey you need to influence in order
to drive conversions and move the target audience through the sales funnel.
!For the reason that people who just get aware of you have different needs and thus
require different content than people who already have purchase something from you.
Mapping the most appropriate content to each stage in the sales funnel will help you to
address individual needs of each stage and visualize which part of your contents pays
into the goals you just have defined earlier on.
Source: Marketo-Lean-Content_Marketing
!Early Funnel Stage | Awareness |
In the awareness stage, a person becomes aware of your product or service and realizes
a potential need (problem or opportunity).
Your goal is to make sure that your prospects are aware that your company even exists.
These types of content are the best for generating interest.
Mid Funnel Stage | Consideration |
In the consideration stage, a person is aware that your product or service could fulfill
their need, and they are trying to determine whether you are the best fit.
Your goal is now to help prospects decide if making a purchase is the best option. Take
this opportunity in the funnel to help educate them, establish yourself as an industry
authority and illustrate why your product or service is the best in the business.
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Goals & Objectives I
5. !
Late Funnel Stage 3 | Decision |
In the decision stage, a person has defined their solution strategy, method, or approach.
Your prospect arrives at the decision that your product or service is the right choice, you
can help usher them through the final steps. These types of content will provide them
with a clear picture of the options available to them, such as special offers, packages,
prices as well as reassuring their decision.
Hubspot names suitable content types for each funnel stage, which could from my point
of view vary from business to business.
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Source: http://blog.hubspot.com/blog/tabid/6307/bid/31406/How-to-Map-Lead-Nurturing-Content-to-
Each-Stage-in-the-Sales-Cycle.aspx
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Subjects of Interests I
6. !
Q: What is great content?
A: Great content is a) right for your business and b) right for your audience.
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a) To identify content that is right for your business you simply need to embrace
your overall company/brand strategy.
Content Strategy has to stay true to a companies mission. Take it as your guiding
principle. So before creating and publishing content always ask yourself one
question: Does it help us to achieve that mission?
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In the unlikely event that you can’t find or use any guiding brand principles like a
brand/company mission & vision statement, core values, or brand identity you
can always establish your very own Content Marketing Mission Statement for the
exactly same reason.
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Joe Pulizzi author and one of the authorities in content marketing shows how it
works:
A Content Mission Statement consist of three parts:
★ Core target audience
★ What will be delivered
★ The outcome for the audience
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He also points out two examples that will help you to get the basic idea:
★ Enabling Women to Have More Quality Time with Their Families
(B2C - Home Made Simple)
★ Help Engineers Answer the Most Challenging Industrial Solder Questions
(B2B - Indium Corp.)
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Subjects of Interests I
right
for your
audience
right
for your
business
Sweet
Spot
7. !
!b) To identify the content that is right for your audience you need to do some
research
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As good content is always user-centered start by…
1) Listening and Asking People
★ Your Audience Directly
★ Your Sales Team
★ Your Customer Service Reps
★ Listening and Following to Your Audience on Social Media
2) Learning form the Best
★ Joining Industry LinkedIn Groups
★ Following Industry News Sources
★ Monitor not just Competitor brands, but also Benchmarks
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3) Make more out of your Internal Data
★ Use On-Page Traffic Analytics to identify whats the good content on your
platform. Which topics or categories are the sticky ones. Start by evaluating
which ones drive visits, re-visits and engagement.
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4) Use External Data Sources
★ For Off-Page analytics, make friends with Google and use their tools for
Discovering relevant Keywords and Topics
Track and determine SEO keywords and phrases and keep your whole team
focused on their usage. Other than the obvious terms associated with your
brand pillars, Google AdWords Keyword Planner, Ubersuggest and Bing
Keyword Research Tool will help generate keywords.
!!Use and build on the knowledge you have already gathered in the past.
And always ask yourself if there are topics you don’t need to pay attention on anymore,
because of weak performance or compliance regulations.
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Subjects of Interests I
8. !
Try to understand your audience even better and help everybody within your company
to do the same by developing Target Audience Personas.
Start with one segment
Look for your best
Make your best
customer in that segment
customer your target
This will help you to identify, focus and visualize your customers and prospects and
answer „Who“ they are, „What“ they want and even „Where“ the want it?
You might already have a customer and prospect segmentation strategy in place.
In addition to informations such as demographics, lifestyles, interests, geographic
location(s), education levels and values, knowing where and how the target audiences
consume and share content is essential to developing a focused content strategy.
When developing target audience personas, website analytics provide a rich source of
insight into your consumers. Combining demographic data with site behavior will help
to identify the core goals of your audiences.
Answering questions about your audience Motivations, Actions and Environment will
help uncover what you need, to create compelling content:
★ How do they seek information?
★ How do they use social media? Which social networks do they favor?
★ What are their (job) responsibilities and what decisions can they make?
★ What challenges or problems (pain points) are they trying to solve?
★ What are they searching for on the brand’s site?
★ Which tasks are users succeeding at and which is the brand failing to support?
★ What are their “dealbreakers”?
★ How do they measure success?
★ What are they passionate about? What are they reading? Watching? Hearing?
These insights will also help you to define what types of content are needed and
your audience will respond to - visuals like infographics or images, video, long-
or short-form content. Once you have that understanding, you can develop a
framework to address the right content that actually helps drive sales.
Target Audience Personas Profiles should be adapted to your specific needs,
therefore have a look at different sources, starting with:
http://www.usability.gov/how-to-and-tools/methods/personas.html
Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Subjects of Interests I
9. !
!!Content Audit
Now that you know „What you want“ (Topics) and „What for“ (Objectives), lets have a
look what content assets you already have to work with.
I’ll promise you by doing a Content Audit and maintaining your content inventory list
you will save a lot of time, money and energy in the future.
This is what a content inventory should consist of. A Google doc or simple spreadsheet
will work.
For each piece of content, an inventory generally lists a:
★ Unique ID (every document/images/video should have a unique identifier)
★ Page Title (or the name of the document)
★ URL (or location if it’s not digital)
★ Format (standard text, video, PDF, etc.)
★ Content type (landing page, article, support page, contact page, etc.)
★ “Owner” (person responsible for upkeep)
★ Date (last updated)
★ Content relationships (usually the site hierarchy)
★ Notes (anything you might want anyone else reading the document to know)
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Other examples can be found here:
http://maadmob.com.au/resources/content_inventory
Free web tools can help you to speed things up:
http://contentauditor.com
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Get You Started I
10. !
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Editorial Calendar
To answer what Content is still missing an editorial calendar will help you to plan ahead
and fill the gaps.
An Editorial Calendar serves you as a tool to manage the process of creating, publishing
and planning a comprehensive content strategy. Use it like a media plan, a clear
schedule that defines milestones, topics, holidays and other events that provide content
opportunities throughout the year. Map content to each event that is relevant to both,
your brand and its target audience.
Among many others, NewsCred provides examples:
There are several fields, similar to the the ones you use for your content Audit such as
content type, title, assigned author, due date and publish date, and CTA, which are
consistent for all editorial calendars. The fields in your calendar should be customized
to fit your brand, resources, and business objectives.
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Source: NewsCreds-Guide-to-Editorial-Calendars
Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Get You Started I
11. !
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Gap Analysis
The difference between the content you already have and the content you want to
distribute to your target audience is your gap analysis.
Put into a simple formula:
Gap Analysis = Editorial Calendar - Content Inventory
Now there a plenty of ways how to fill your content gap. The most common ways to
create new editorial content are:
★ Original Content
(is unique content that has been created for you only)
★ Licensed Content
(is legally distributed content from third-parties)
★ Curated Content
(is the process of identifying content created by others that will be
valuable for your audience and then publishing it on your own platform)
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No matter what way you choose, never start without Guidelines. A lot of people currently
refer to the fancy term playbook, which can either be a source of inspiration, like the
Content Marketing Institute playbook
http://de.slideshare.net/CMI/2011-cmi-content-marketing-playbook that points out
different content types.
Another popular usage is brand factbook that collect guidelines for quality assurance
including the Brand Style-Guide, Tone of voice-Guide, Best-Practise-Cases, templates as
well as Do’s and Dont’s.
I recommend doing both, they will save you time and money, especially when you work
with freelancers and every time when it comes to client reviews and approvals.
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Get You Started I
12. !
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Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Recapitulation I
1. Define Goals & Objectives
★Set Content Marketing Goals that embrace your overall company/brand strategy
★Define SMART objectives and metrics and trace them backwards to actionable steps
★Map your content against the Sales Funnel
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2. Identify Subjects of Interest
★Take your companies mission statement as a guiding principle or alternatively
develop your own content mission statement
★Continually listen, ask, learn and optimize
★Build target audience personas using internal and external data
!!3. Get You Started
★Start with a content audit (content inventory)
★Plan your content distribution ahead with an editorial calendar
★A gap analysis will tell you which content needs to be created
13. !
!!Within content strategy, the practice of ongoing assessment and refinement of content
is just beginning to blossom. The next few years are certain to bring us dozens of new
techniques and methods that will rapidly become standard practice.
!Event though, that the attempt to automate Content Marketing is a huge prediction for
the future. My personal conclusion is that many will try to cut corners and will fail if they
don’t appreciate the fact that automation can increase efficiency while decreasing labor
and cost, but it’s not always feasible for execution.
There are and will be more providers that connect the dots and provide integrated
systems for content planing, governance, sourcing, distributing and amplification of
content as well as tracking results.
Anyhow, there is no way to avoid the amount of time and effort that goes into the
research and creation of quality content. Content Marketing derives its strength from its
personal effect and focus on consumer needs.
Any questions?
Source: http://www.advantageccs.org/credit-counseling-what-questions-to-ask
!I’ll be happy to help.
!Just write me a message
mr.michael.kurz@gmail.com
Michael Kurz / Director Planning
Content Strategy
Enabling Success in Content Marketing
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I Outro I