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@kevinrcain #cmworld
Developing a Financial
Content Strategy that Works
Kevin Cain
Director of Content Strategy, OpenView Venture Partners
@kevinrcain #cmworld
A Quick Introduction…
Managing Editor Director of
Content Strategy
Lowly Minion
Writer/Editor
Senior
Writer/Editor
Copyeditor
@kevinrcain #cmworld
A Quick Introduction…
Posts
3,000
eBooks, Reports
& Case Studies
50
Fans
20,000
Page Views
140,000
Views on
YouTube
125,000
Subscribers
25,000
@kevinrcain #cmworld
Director of Content Strategy
Managing Editor Content Marketing Specialist
@kevinrcain #cmworld
@kevinrcain #cmworld
What I’ve Learned (So Far)
@kevinrcain #cmworld
1. Get Sharply Focused
Make Your Best
Current Customer
Your Target
Start with
One Segment
Look for Your
Best Customer in
that Segment
@kevinrcain #cmworld
OpenView’s Target Segment OpenView’s Target Buyer
B2B software companies
At the expansion stage
($2 million to $20 million
in annual revenue)
Selling to North
American customers
Founders / CEOs
Key board members
and investors
Key management
team members
@kevinrcain #cmworld
Unaware
Research PurchaseInterestLeverage
Point
Leverage
Point
1. Get Sharply Focused
Concerns
Motivations
Needs
Pain Points
Buyer Characteristics Buyer Journey
@kevinrcain #cmworld
2. Hire a Managing Editor
Excellent writer and editor
Project manager
Knows SEO
Online marketing experience
Social media enthusiast
Analytics guru
Strategist
@kevinrcain #cmworld
3. Build a Content Creation Community
InfluencersFreelancers Co-workers
Fans,
Followers &
Subscribers
@kevinrcain #cmworld
3. Build a Content Creation Community
@kevinrcain #cmworld
3. Build a Content Creation Community
InfluencersFreelancers Co-workers
Fans,
Followers &
Subscribers
@kevinrcain #cmworld
4. Create High-Impact Content
Reflects Your Deep
Understanding
of Your Buyers
Optimized
For Search
Drives
Conversions
Promotes
Engagement
And Virality
Demonstrates
Your Brand
Aspirations
@kevinrcain #cmworld
Key Learning
What I think is great often fails, and what I think
is just OK sometimes turns out to be great.
Publish your content and then keep your eyes
and ears open to see how the market responds!
@kevinrcain #cmworld
4. Create High-Impact Content
2,200
votes
over
263
Tweets
240
Likes
18Comments
@kevinrcain #cmworld
5. Repurpose, Repackage, and Recycle
@kevinrcain #cmworld
5. Repurpose, Repackage, and Recycle
@kevinrcain #cmworld
6. Focus on Conversions
Download
Now
Sign
Up
Free
Trial
Like
Tweet
This
@kevinrcain #cmworld
http://openviewpartners.com/newsletter/
Sign Up for Our Newsletter
@kevinrcain #cmworld
7. Amplify Your Content Through Multiple Points of Contact
Website
Social Media
Industry
Influencers
Partners for
Co-Marketing
Paid Channels
Campaigns
Relationship
MarketingTexts, E-mails,
Calls, Etc.
E-newsletter
Content
@kevinrcain #cmworld
7. Amplify Your Content Through Multiple Points of Contact
@kevinrcain #cmworld
8. Establish a Content Rhythm
Daily
2-3 Blog Posts
1 Article
Weekly
3 Videos
1 Podcast
Quarterly
2 eBooks
5 Webinars2 Reports
1 Case Study 1 Infographic
@kevinrcain #cmworld
9. Institutionalize Your Content Marketing
@kevinrcain #cmworld
10. Measure What You Do
Content
Delivery
Content
Creation
Impressions Conversions
Web
Performance
@kevinrcain #cmworld
11. Hold Frequent Retrospectives
@kevinrcain #cmworld
To Recap…
1. Get Sharply Focused
2. Hire a Managing Editor
3. Build a Content Creation Community
4. Create High-Impact Content
@kevinrcain #cmworld
To Recap…
5. Repurpose, Repackage, and Recycle
6. Focus on Conversions
7. Amplify Your Content Through
Multiple Points of Contact
@kevinrcain #cmworld
To Recap…
8. Develop a Content Rhythm
9. Institutionalize Your Content Marketing
10. Measure What You Do
11. Hold Frequent Retrospectives
@kevinrcain #cmworld
Check Out our New eBook About Content Marketing
www.contentfactoryebook.com
@kevinrcain #cmworld
Q & A

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