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CONTENT MARKETING STRATEGY
Lecture 4
What is the most common, digital marketing problem?
How do we get more traffic?
‘Scattergun approach’
• Search ads• SEO• Guest blogging• Ask for links• Press releases• Sponsor events
Downsides
• Low conversions• Poor engagement• Shrinking community• Weak rankings• Poor sales• Etc
Without a strategy, its hard.
Content Strategy Checklist
• What are our marketing / communications goals?
• Who is our target audience?• Which channels / media to target?• Who are the influencers?• What experience do we give the audience?• How will we measure?
What are our goals?
Goals
• Traffic• Awareness• Sales / conversions• Retention• Reputation• Social proof• Testing
Who’s the audience (s)?
Where is our audience?
Where is our audience?
Who are our influencers?
They might not be who you think!
Examples of influencers
• Local Journalists• Mainstream journalists• Family• Friends• Facebook groups• Colleagues• Bloggers• Etc etc etc
What about ‘experience’
Think branding …
Familiarity
Likeability
Trust
What are you going to measure?
You should be experts by now ;)
Metrics
• Links• Shares• Likes• Engagement• Reach• Conversions• Sales• Etc etc etc
Feedback Loops
More of what works, less of what doesn’t.
Content Strategy Summary
• Goal?• Audience?• Where?• Experience? • Influencers?• Metrics?
Content Marketing Strategy
Workshop activity
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