Not doing content marketing? Where’ve you been? Creating and sharing valuable content helps brands stay relevant and meaningful. If you don’t use it to sell, and keep it authentic and high quality, content marketing can be a great way to build customer loyalty.

1. Content Marketing
For your business customers

2. “ How a brand creates, delivers, and governs original
or curated content to attract and retain customers,
positioning the brand as a credible expert and,
ultimately motivating a change in behaviour.
– Joe Pulizzi ”
There are a number of definitions to find today which explain what is Content
Marketing. However the way we deliver Content Marketing is best defined by the
above.
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3. Why?
• Huge Traction
• Establishes credibility and thought leadership
• Provides quality leads far easier and half the cost
• Conversion rate of inbound marketing leads = x3
• Competitive advantage
• Engage with more of your prospects & convert more sales
• As old methods pass out it’s the new tool in town
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4. Content is King
70% of the customers buying cycle is completed
before a prospect is ready to engage with an
actual person
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5. Uniformity
of Offer No. of
Value of
Decision
Sale
Makers
Simplicity
Speed of
of Buying
Sales
Process
Role of
Emotion B2B Quantity of
Leads
B2B Influencers
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6. Lead Mgt
Sales
Thought Leadership
Website Traffic
Customer Recruitment
Lead Generation
Customer Retention Loyalty
Brand Awareness
0% 10% 20% 30% 40% 50% 60% 70% 80%
Organisational goals for Content
Marketing
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7. Strategic & Long People &
Term Resources
Content Mapped to Segmented by
Marketing Plan Prospect Journey Persona Type
The 10 vital ingredients that you would Quality & Data Capture as
need to have a successful content Quantity Priority
marketing plan
Social Media Capitalise on
Optimisation Influencer Effect
Ecosystem
Measurable
Established
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8. Being Tactical
Measurable Heart of
Business Competitor
KPI’s & Future
Goals Differentiation
Objectives Marketing
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9. Your People & Resources
Internal
Thinking Like
Expertise or
Publishers
Commission
Senior
“Being
Management
Creative”
buy-in
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10. Mapping with the Prospect
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11. Personality based
content
• They don’t search the same
things
• They are not experts in the same
field
• There objectives are different
• Their evaluation criteria is
different
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12. Quality v/s Quantity
QUALITY QUANTITY
Strong Design Create, curate, re-create
Different Reformat
Useful
Serialise
Thumbnails not just links
Compile a series of posts
Tag & file name against key words
Post with explanations Update with new titles & graphics & versions
Monitor success Slide Share, YouTube
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13. Data
Capture
as a
priority
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14. Social Media Optimisation (SMO)
Maximising content visibility & shareability
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15. Capitalise the Influencer Effect
• Brings the X factor to your contents reach and credibility
• Work with influencers in your industry
• Influencers have their personalities and quirks so be respectful of their high
scores
• Share what is “hot of the press” which they can use for bragging rights
• Engage with them as your trialists by canvassing their opinion
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16. The Blog Tree
Lists are Dead. Long
Live the Blog Tree –
Joe Chernov
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17. Ecosystem for Content
Content Content Hub
Topic Plan
& Calendar
Create, Cur
ate, Re-
create
Blog Formats
Publishing
Tool
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18. Content – The Flaura & Fauna
Info Create New
Best Graphics, C Videos Slide content versions
Surveys harts, Grap Podcasts LinkedIn from Live (i.e. of
Practices Share
hs events surveys)
Feed Revise Info
News PPT’s, Whit You comments Graphics
Demos e papers
Live Events Twitter into Topic with
Reviews Tube
Plan comments
Content Topic & Formats Publishing Create, Curate, Re-
Calendar Tools curate
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19. “ Business that blog at least 20x per month
generate over 5x more traffic than those that
blog fewer than 4x per month
”
Business that blog at least 20x per month
generate nearly 4x more leads than those who
don’t blog
• Source: Hubspot
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20. Impact and ROI – The Yardstick
ROI Attribution
Lifetime Value First Touch
Last Touch
Cost of sales & marketing Weighted
Tracking Links are necessary appendages to all your content efforts without this you cannot track
your leads
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21. Remember the End Goal?
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22. If you would like to know how to
implement this plan for your
business get in touch with us!
Email: reginaantony@gmail.com
LinkedIn: uk.linkedin.com/in/reginaantony/ || Facebook: antonyregina80 || Twitter: reginaantony
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