The Challenge Deciding what to publish, how to publish it, for whom, in what format, are the modern day marketing challenges facing all businesses. What’s on the slide deck? In this slideshow I'll take you through 6 Steps To A Solid Content Marketing Plan, referencing a tried and tested framework that pulls together 6 interlinked and interdependent marketing and publishing disciplines: 1. Know your audience 2. Audit your content 3. Map your content to your buyer 4. Create your editorial calendar 5. Promote your content 6. Measure your performance What will you learn? You'll discover some the best content marketing tools and techniques and their inventors and see my recommendations for using them in your daily marketing business to deploy purposeful content marketing to help you attract customers and grow your business.

2. 1
2
3
4
5
6
6 steps content marketing planning framework

3. Common business challenges

4. Needs

5. Where are you on the

6. Poll # 1
1. Stand
2. Stretch
3. Walk
4. Jog
5. Run

7. What we know about
our customers

8. Questions
• How can we attract prospects and
customers without selling to them?
• How can we cut through the noise, gain
their attention and earn their trust?

9. help

10. Restrain the marketing messages
Help the people in your target groups
solve their basic problems at no cost
Walk beside your customers

11. How does helping
benefit your business?
• It eliminates the
perception of the pitch
• Reduces rejection
• Helps you get close, see
trends
• Expands your base
• Enriches your
prospects, whilst others
are “selling”

12. Golden Rule
# 1
Everyone wants access to great
insight and great people before
they want great products and
services

13. Premise
If

14. your

15. marketing

16. strategy

17.
centres

18. on

19. helping

20. people

21. with

22.
their

23. smaller

24. problems,

25. many

26. will

27.
seek

28. your

29. help

30. to

31. solve

32. their

33.
bigger

34. issues
If

35. you

36. multiply

37. free

38. assistance

39.
to

40. hundreds,

41. they'll

42. help

43. rapidly

44.
grow

45. your

46. business,

47. elevating

48. you

49.
above

50. your

51. competition
Michael

52. Stelzner

53. -

54.
Author

55. “Launch”

56. Poll # 2
What should you focus on to make your
online marketing more effective?
1. Content
2. Social networking
3. Search
4. Analytics
5. All of the above
6. None of the above

57. Golden Rule
# 2
To be successful in content
marketing, focus on your customers
Step 1 : Know your customers

58. Know what your customers want to hear, smell, touch, see,
and taste

59. Hard Work
Daniel Day Lewis spent eight
months getting into character for
his part in “My Left Foot.”

60. • Work hard to be in community you’re researching
• Participate on forums, websites and blogs that
attract the audiences you’re trying to connect with
• Give freely and generously. Answer questions.
Participate.
• Ask nothing in return when you’re a new member
of the community — just provide helpful insight to
other members of that tribe.
How to get into character:

61. Set up an online observation system

63. Recommendations
• Plan to do market research regularly.
• Select and set tasks into a regular pattern of
research activity.
• Structure your weekly work schedule - diarise
• Make it part of your weekly and monthly content
marketing routines.
• Make it a top priority.

64. Dale’s advice
“The

65. only

66. way

67. on

68. earth

69. to

70.
influence

71. other

72. people

73. is

74. to

75. talk

76.
about

77. what

78. they

79. want

80. and

81. show

82.
them

83. how

84. to

85. get

86. it”
You

87. can

88. make

89. more

90. friends

91. in

92. two

93.
months

94. by

95. becoming

96. interested

97. in

98.
other

99. people

100. than

101. you

102. can

103. in

104. two

105.
years

106. trying

107. to

108. get

109. other

110. people

111.
interested

112. in

113. you”

115. Customer
Persona
Armed with the answers to
what makes your customers
tick, document fictional bios
or personas to represent
different types of customers.

116. To help you develop detailed customer personas use the Empathy Map developed
by XPLANE also called a really simple customer profiler
http://whoisadampayne.com/empathy-map/

117. Poll # 3
How much content do you need to improve
your search rank?
1. A sustained combination of customer-centric blogging and white papers
or case studies
2. A back catalogue of subject-specific content on your website or blog
3. A newsletter sign-up, PDF download,Twitter follow or other means of
customer interaction or community membership
4. A complete set of Keyword Optimised Webpages to drive a higher
volume of qualified traffic to your brand
5. 52 customer-centric and subject-relevant posts

118. Golden Rule
# 3
52 subject relevant posts is the
threshold or inflection point at
which traffic increases due to the
presence of deeper, more expert
and tenacious content.
Step 1 - AuditYour Content

119. Purpose of
Audit
1. See how well you’re covering the topics
that are important to your audience
2. See whether you're maintaining a good
mix of content types
3. Help you find gaps that you can fill
with new content pieces
4. Identify great pieces of content that can
be repurposed into other formats to reach
even more prospects

120. Start with a
grader report

121. Cover both :
Customer
Organisational
Interests
CDA framework of Mutual
Interests Online shows the
content areas you should review

122. Recommendations for
auditing content
• Before auditing your own content start by benchmarking against
competitor content
• Validate popular sources of content in the market, where it
overlaps with yours and learn which audience is consuming that content.
• Understand how the audience is feeling about brands and topics in
your industry. Use tools like Little Bird to identify and focus on People
and content with the most influence in your market.
• Get help with keyword research to understand the words or phrases
used by your audience when they hit Google.With the right keywords you’ll
not only learn why some of your content is / is not working, but you’ll also
increase the visibility of your content and drive more traffic to your
website. Use web analytics tools to identify valuable keywords sending traffic
already to you or known others.

123. Do you have the content on your website to answer the different mental questions
buyers have among their journey?

124. The question is now simple – what are you currently missing in your content that those
customers would really value in knowing?

125. Map content to buying cycle

126. Decide on the
right types of
content
• To inform (conceptual knowledge)
• To teach (how to)
• To inspire
• To entertain
• To persuade
• To start a conversation
• To spark a controversy
• To express an opinion
• To share industry knowledge or resources

128. Step 4: Calendar

129. Organising the
calendar
✓ Content headline
✓ Content type
✓ The buyer persona you’re writing this piece for
✓ Person who will write/create the content
✓ Date due
✓ Person who will edit the content
✓ Channels — where does this get published?
✓ Those “meta data” tags
✓ Publish date
✓ Status (perhaps indicated by green, yellow, or red)
✓ Any notes
✓ Metrics (e.g., comments posted, page views,
downloads, etc.)
✓ Call to Action (the primary action or behaviour
you’ve asked for)

130. Daily Monthly Quarterly
At least 1 (ideally 3) new blog posts
Tweet updates and ideas
As above, for Facebook if that’s relevant
Respond to others blog posts and
comments on your own
Keep up to date with the news
An article, maybe a how-to
Get involved off-site somewhere (at
Smart Insights we use LinkedIn for that)
Maintain any outposts or web assets you
se in your marketing
Summarise key news and updates in an
eNewsletter
Produce an online seminar (Webinar)
Create 2 how-to or interview based
videos from an event
Write a meatier blog post, maybe 2 or 3
if you can
Create several strong customer case
studies
Most importantly – produce create
third-party content, maybe a guest blog
post on an influential third party web
site
Create and post presentations to
SlideShare
Quarterly
Publish an e-book, guide or white paper
(distribute it!)
Attend one big event and interview
people
Produce a video series of 4-5 items

131. Jump start content creation

132. Jump start content creation

133. Editorial Guidelines
• Relevant - answers questions
• 800 -1000 words
• Educational - helps
• Easy to digest - tone - metaphors
• Visual
• Restrained marketing
• Chunked
• Linked
• People quotes
• CTA

134. How to promote your
content - Step 5
• Make sure your content is discoverable, share-worthy and shareable
• Identifying Influential People and Organisations
• Infiltrate communities : build relationships - remember it's not about selling
• Use publishing tools like Hootsuite - more functions - comes a small subscription cos
• Multiple FeedViewing: 4-6 ‘streams’ or social media feeds on one screen using these apps.
• You can publish from several accounts at once: saves login time
• Built in scheduling

135. Step 6: Measure
You can only measure
what you track against
metrics

136. Metrics

137. Metrics

138. Acknowledgements
• Joe Pulizzi (www.junta42.com), author of “Get Content, Get
Customers”
• Lee Odden of the TopRankBlog.com, author of “Optimize”
• Jay Baer (www.ConvinceandConvert.com), author of “The Now
Revolution”
• Seth Godin (www.sethgodin.com), author of way too many books
to mention!
• Chris Brogan (www.chrisbrogan.com), author of “Trust Agents”
• Michael Seltzner, author of “Launch” and founder of the Social
Media Examiner website
• Dave Chaffey Author and co-founder of www.smartinsights.com

139. I hope I’ve helped you
Thank you