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Helping Superfast Businesses Fast Track Their Digital Marketing
This presentation provides a simple 6 step content marketing framework to help businesses plan the content they need to provide customers online in order to transform their use of fast broadband internet and achieve faster business growth.
The Superfast Broadband Business Support Programme is led by Peninsula Enterprise and delivered with consortium partners Business West and Wessex Enterprise on behalf of the Department for Communities and Local Government (DCLG) and Local Authorities.
This is an ERDF Competitiveness funded programme worth £6m and runs from April 2012 to March 2015.
The service is dedicated to helping businesses maximise the opportunities of Superfast Broadband (SFBB) and associated technologies.
The aim of the program is to transform the way businesses in rural areas use a faster internet connection by offering information and business support to open up the opportunities made possible by more effective working practices, accessing new markets and greatly improving productivity.
The program offers top value one-to-one specialist expertise and access to training and advice.
To help you develop detailed customer personas use the Empathy Map developed by
XPLANE also called a "really simple customer proﬁler"
Use Tools like Empathy Maps
Daniel Day Lewis took 8
months to get into
character for his role in
My Left Foot. His
performance won him
including best actor.
Today’s brands need
to show the same
commitment in their
quest to know their
Get into character..
The key to a great content marketing strategy is to focus content on
the buyer, not on a product, service or brand. And to do that,
marketing teams need to understand the content their audiences
This step includes identifying and analysing keywords prospects
use to research online.
It includes mapping the steps in the customer journey or buying
It includes listing the questions buyers ask at each stage of their
Why a content audit?
Provide a better user
that 52 is the magic
number at which traffic
increases due to the
presence of deeper, more
expert and tenacious
For expert views and opinions on this topic go to:
How much content?
As marketing defines its audience it will realise that it already has
crucial answers to address its customers’ most pressing questions.
But those answers will be buried in content that is poorly organised
and not mapped to the customer or the stages of the buying cycle.
So this stage is the best time to sort through and inventory existing
content assets and determine which assets serve the customer or
the business, log their whereabouts in an inventory and decide
which items are fit to be reused on the website, which can be
repurposed, or which ought to be deleted.
The audit will uncover purposeful content which includes educational
articles, practical blog posts, how-to guides, e-books, demo videos,
customer success stories (case studies), and webcasts
Map your Content to
your Buyer Needs
Align with your Search
Align with your Search
Just getting started in
search. Does not yet fully
realise that a need exists
in the organisation
Consider / compare
Acknowledges a need. Is
looking at options.
Aware of the bigger
suppliers. Not aware of
Make a choice / prefer
The judge is more
informed and able to
Ready to purchase.
The bystander picks up
general information at
events, on your website,
in blog posts, in videos, at
pamphlets, brochures, in
the press, specialist
media, on referral sites, in
Content that is targeted
to keywords and key
phrases via optimised
pages is the best way to
make self discoverable to
the detectives. Creating
content that helps solve
speciﬁc problems this
segment is struggling
A deeper level of
content is needed to get
on the judges shortlist.
The job is to get to
known them. Content
needs to be good enough
to earn their trust and
contact details (e.g. email
Make it drop dead easy
to obvious how to
purchase. Call to action
1 2 3 4
To be effective you need to provide a range of
content that is relevant & informative, at each
stage of the buying cycle
Align content, persona & stage
Plan content for each stage of
the buying cycle
The key at stage 3 is to determine what content will be delivered to
different customers personas at each stage of their customer journey
(bystander, detective, judge and jury).
Armed with an understanding of persona questions and concerns we use
a content matrix to get ideas and to help us list the content types that are
sought at each stage along the journey, and apply a practical framework
to map brand content to customer questions and the buying cycle, so that
we prevent gaps from occurring in our content plan and have the means
to attract and moved prospects down the conveyor belt from casual
visitor, through lean to customer.
✓The buyer persona you’re writing this piece for
✓Person who will write/create the content
✓Person who will edit the content
✓Channels — where does this get published
✓Those “meta data” tags
✓Status (perhaps indicated by green, yellow, or
✓Metrics (e.g., comments posted, page views,
✓Call to Action (the primary action or behaviour
you’ve asked for)
Create Your Content Plan
Daily Monthly Quarterly
Write a blog posts
Updates and ideas (Tweet.
FB, LinkedIn, G+)
Respond / comment onsite /
Do a Webinar
Create how-to video or event
Write meatier blog post
Create case studies
Do guest blog post on
influential third-party web site
Create and post
presentations to SlideShare
Publish an e-book, guide or
Attend one big event and
Produce a video series of
Plan far ahead
Key words / phrases
Call To Action
Follow proven editorial guidelines
With the content map in place, we can plan what is needed and
schedule the work in an editorial calendar (custom spreadsheet).
This ensures no gaps exist and content will be created within the
confines of a schedule and production workflow.
Content is defined for both purpose and audience, titles, types, keywords
and contributors (internal or external) are all named within the document.
Many marketers don’t know their social media from their content
Most use social media without an understanding of the importance of
great content (social is the fire and content is the fuel), and that is their
downfall and the reason so many businesses fail to engage or convert
prospects online. Their content is shallow and of little value to their target
Content promotion is a skill that requires time and patience to master. It’s
like learning a new language. To be successful you need to live in the
social networks and forums, but learning techniques and unlearning
common mistakes will improve the chances of success dramatically.
Having great content to promote will make the task much easier and