Content is king! You must be able to produce consistent, quality and coherent content for your digital marketing mix. In this presentation in the 9 part digital marketing in a nutshell series, you'll learn the key elements of effective content marketing.

1. CONTENT
MARKETING
IN A NUTSHELL
Everything you need to know about content
marketing at your fingertips
DAVID WALTERS, CEO
Steam Powered Marketing

2. • Digital Marketer Certified Partner
• Passionate about helping businesses
• Corporate Change Mgmt. Consultant
• Over 30 years exp. as a Chartered
Engineer
Hi… I’m David…
DAVID WALTERS
CEO
Steam Powered
Marketing

3. Here’s What We’ll Cover Today
Determine Voice and Style
Choose Your Content Types
Build out a Content Marketing Plan
Monetize Your Content
KPI’s

4. Part 1:
Determine Your
Voice and Style

5. Finding Your Voice
Your Voice: The personality that consistently shines
through your content via your writing style, tone,
grammar choices, etc…
Without a strong voice, your content will never rise
above the crowd!
It’s what makes your writing… you!

6. How to Develop
Your Brands Voice:
• Model it after someone at
your company who models
your brand values well
• Pull inspiration from
characters, other brands,
books, etc…
• Practice, practice, practice!
DM’s voice is quirky, irreverent, and sometimes a
little sassy… Now, who does that sound like?

7. EXERCISE:
Think about some of your favorite brands and try to
describe that brand's voice.
Now, think about your own brand. How would you
describe your voice? If you don’t have one, how
would you like your voice to sound?

8. Create Your Style Guide
Style Guide: A “living”
document that
provides context,
direction, and rules
every writer at your
company should
follow in order to keep
your brand’s voice
consistent!

9. Create Your Style Guide
What goes into a style guide?
• Grammar and punctuation rules: do you double space after a period? What’s your
stance on the Oxford comma?
• Voice and style rules: Is it okay to make jokes? What about swearing? Who is the voice
modeled after?
• Design guidelines: Do you use lots of visual aids? Do you have a brand font? When do
you use bold, italics, or Underline?
• Writing examples: What already written pieces can you show that model the voice/tone
well?
• Anything else you want!

10. Part 2:
Choose Your
Content Types

11. Different Types
of Content:
• Blogs
• VIdeos
• Podcasts
• Newsletters
• Infographics
• Case Studies
• White Papers
• Guides
• Checklists
• Downloadable Worksheets

12. Choose Your Topics
Core Topics: relate directly
to your customer, and
your offer.
Related Topics: touch on
topics that your customer will
relate to, but may not directly
relate to your offers.
Example:
Digital Marketer’s Core Offer:
Digital Marketing Trainings
Core Topics:
Overarching Marketing Topics
Related Topics: More niche sub-
topics, digital marketing trends,
general business knowledge, etc…

13. Part 3:
Build Out A Content
Marketing Plan

14. The Goal of Content Marketing is…
• Drive AWARENESS for your brand
• Deliver VALUE to your customers in advanced
• Gain TRUST and CREDIBILITY

15. Determine Your Keywords
Use Keyword Research tools like…
• Keywords Everywhere
• SEMrush
• Ahrefs
• etc...
Keywords should (ideally) have monthly search volume that’s greater
than 1000

16. Build an Editorial
Calendar
Document key information
about your planned content:
• Content Type
• Keywords
• Post Date
• URL’s
• Core Offers
• Etc...

17. Part 4:
Monetize Your
Content

18. Monetize Your Content
Make money off your content in these ways:
• Sponsored Content:
◦ Sponsored Blog Posts
◦ Collaboration Videos/Content on YouTube
• Run Ads on your Content:
◦ YouTube Ads
◦ Ads on your blog

19. Part 5:
Content Marketing
KPI’s

20. Remember
The metrics you track
might differ depending
on your goals, so get
clear on those goals
before you dive in!

21. Content Marketing Metrics to Track
Blogging Metrics:
• Page Views
• Organic Sessions
• Ranking Keywords
• CTA Performance
• Subscriptions (email opt-ins)
Video Metrics:
YouTube Subscriptions
YouTube Likes/Comments
Video Views
Podcast Metrics:
iTunes Ranking (within
podcast type)
Downloads
Show notes page
conversions

22. Thank You!
Feel free to connect with me if you have any
questions –
david@steampoweredmarketing.com
linkedin.com/in/davidjameswalters