2. Content marketing is a marketing technique of creating
and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood
target audience – with the objective of driving profitable
customer action.
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30. Content checklist
• Who are we writing for (customer persona)?
• Does it provide a resource, evoke emotion or entertain?
• What keyword(s) are we targeting?
• What conversion page are we linking to?
• Does it have a great image?
• Is it original, or improve existing content on this subject?
• Is it shareable?
• Is it timely?
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31. Define a workflow
Topic &
title
Research Draft
EditingOptimizationPublish
Wordpress
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39. Owned vs. curated content
Hand-picked content --
shared with editorial flare --
naturally attracts quality
followers/fans.
Done consistently, it will
position your brand as
the resource in your niche.
Feedly
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42. KPI reporting
Stage KPIs
Reach
Social audience growth
Search impressions
--
Engagement
Clicks on shared content
Pageviews on content
Social shares on content
Earned links to content
Organic search visits
Social media referral visits
--
Conversion Conversions by channel
Return on Investment (ROI)
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