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How To Build Your Content
Marketing Strategy
Michael Brenner
CEO Marketing Insider Group
@BrennerMichael

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Your Brand Is Not What You Sell

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“We need to stop interrupting what
people are interested in and be what
people are interested in.
- CRAIG DAVIS -
”

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Content today must
compete with pictures of babies and
kittens.

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The Promise of Content Marketing:
To earn your audience . . .
. . . versus buying it!

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CONTENT MARKETING MATURITY CURVE
Publish content to
primary channel
Distribute content
to earned media
Distribute content
to paid media
Measure ROI of
content marketing
Optimize
subscribers and
distribution
Map content to
buyer journey
“The Buyer Journey is nothing more
than a series of questions that
must be answered.”
~ IDC

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We’ll assess and build upon the key factors to content marketing success:
1. Documented content strategy
2. Have someone accountable for content
3. Map content to buyer journey
4. Consistently publish quality content
5. Balance Paid, Owned, and Earned Media
6. Focus on Content Subscribers
7. Track Content Marketing ROI
CONTENT MARKETING BEST PRACTICES

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Best Practice R Y G
Have a documented content strategy
Have someone managing content
Content hub maps to the buyer journey
Publishing quality, volume, and variety
Social activation of content
Paid distribution
Focus on Content Subscriptions
Measurement template / ROI defined
SAMPLE ASSESSMENT
Overall:
?

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Discovery Destination Team Editorial
Customer
Journey
Distribution Measurement
• Audience insights
• Business Case
• Current State
• Mission Statement
• Budget
• Branding
• Design
• URL
• Who does what?
• Agency
• Distribution
• Structure
• Topics
• Types
• Tone
• SEO
• Imagery
• Cadence
• Questions
• Content by Stage
• Channels
• Offers
• Conversions
• Subscriptions
• Paid
• Owned
• Earned
• Subscriptions
• Benchmarks
• Reports
• Measures
• Cadence
• Testing
• Optimization
7 STEPS TO EFFECTIVE CONTENT MARKETING
THE CONTENT MARKETING FRAMEWORK

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CONTENT MARKETING STRATEGY
ROADMAP
Q2 2016 Q3 2016 Q4 2016 Q1 2017
BUILD CONTENT MAKRETING
BUSINESS CASE
1 Content audit
2 Determine what % of content
gets used
3 Define business value
FOCUS ON SUBSCRIPTIONS
1 Email newsletter strategy
2 Offers / subscription CTA
3 Track conversions
SEO
1 Swarm keywords important to
target audience
2 Create content in different
formats (lists, quizzes, series)
SITE ENHANCEMENTS
1 Navigation bar
2 Content categories
3 Top Posts
4 CTAs
5 Image selection
6 Comments
RE-PURPOSE CONTENT
1 YouTube videos
2 SlideShares
3 Interlink other posts
PAID DISTRIBUTION
1 A/B test with LinkedIn, Twitter,
Facebook and Outbrain
2 Put money behind high-
performing organic content
SOCIAL DISTRIBUTION
1 A/B test sharing same content
2 Engage influencers, publishers
REPORT ON PROGRESS TO
BUSINESS VALUE
1 Subscribers, Leads
2 Map progress to business value
3 New audience reached
4 Unbranded search terms
5 Conversions
Ongoing
1 Track top posts, topics, authors
2 Social engagement
3 Testing offers
4 Sales team feedback on
conversions

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CONTENT MARKETING MISSION
STATEMENT
Become a premier destination
for [what target audience]
interested in [what topics]
to help them [customer value].

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http://marketinginsidergroup.com/content-marketing/best-content-marketing-hub-examples/
THE DIFFERENCE BETWEEN CONTENT and
CONTENT MARKETING is the DESTINATION

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HOW BRANDED SHOULD YOUR DESTINATION
BE

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SHOULD WE BUILD ON-DOMAIN OR A SEPARATE
URL?
http://blog.casper.com/
http://vanwinkles.com/

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SHOULD WE BUILD ON-DOMAIN OR A SEPARATE
URL?

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Your
Target
Personas
Your
Audiences
Interests
What You
Should Create
Content About
Focus more here
AN INTENT OR INTEREST-BASED
APPROACH

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How brands can become consumed with their
story, not their customers.
BE UNIQUELY VALUABLE
Unique Point of View Trap

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Your
Customers Middle
Early
What is / are?
Why important
Late
Who?
How much?
Where?
1
StagePersona Questions / Concerns Keyword Index
100
How to?
10
“THE BUYER JOURNEY IS NOTHING MORE
THAN A SERIES OF QUESTIONS” ~ IDC

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Product content
Offers
Brochures
Customer Testimonials
Case studies
BRAND MARKETING
CONTENT MARKETING
CONTENT ARCHITECTURE MAPPED TO BUYER
JOURNEYS
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1

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ANSWERING CUSTOMER QUESTIONS
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
What is [Your Product
Category]?
Why is it important?
(10-3000 X)
How do I achieve
success with it?
(2-10 X)
Who can help me?
How much is it?
(1 X)

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KNOW WHAT CONTENT YOUR AUDIENCE SHARES

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• Traffic and CONVERSIONS go up with each new article published
• Increasing frequency will increase Organic + Social % of Total PVs
Few times
a year
1-2X per
month
Less than
monthly
1-2X per
week
1 per
day
>1 per
day
VOLUME IS IMPORTANT

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Even great content needs a push
The average Hollywood movie
spends 50-60% of production budget on distribution.

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Paid vs. Organic Search Traffic
Brand Awareness
Organic Search Share of Voice
Unbranded Search Traffic
Cost per Lead
Conversions
Total Conversions
% of Leads Sourced by
Content Marketing
Time on Site
Brand Health
Social Shares
Subscriptions
Repeat Visitors
Bounce Rate
Retention Rate
Upsells
Retention
CONTENT MARKETING KPI FRAMEWORK

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CONTENT MARKETING KPI DASHBOARD

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Let’s build something
amazing together.
Michael Brenner
CEO, Marketing Insider Group
@BrennerMichael

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QUESTION & ANSWERS