7. @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
8. @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
10. @kevinrcain #cmworld
2. Hire a Managing Editor
Excellent writer and editor
Project manager
Knows SEO
Online marketing experience
Social media enthusiast
Analytics guru
Strategist
11. @kevinrcain #cmworld
3. Build a Content Creation Community
InfluencersFreelancers Co-workers
Fans,
Followers &
Subscribers
13. @kevinrcain #cmworld
3. Build a Content Creation Community
InfluencersFreelancers Co-workers
Fans,
Followers &
Subscribers
14. @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
15. @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!
21. @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
27. @kevinrcain #cmworld
To Recap…
1. Get Sharply Focused
2. Hire a Managing Editor
3. Build a Content Creation Community
4. Create High-Impact Content
28. @kevinrcain #cmworld
To Recap…
5. Repurpose, Repackage, and Recycle
6. Focus on Conversions
7. Amplify Your Content Through
Multiple Points of Contact
29. @kevinrcain #cmworld
To Recap…
8. Develop a Content Rhythm
9. Institutionalize Your Content Marketing
10. Measure What You Do
11. Hold Frequent Retrospectives