Genuinely Useful Content: Building a Long-Term Content Strategy that Will Help You Maximize Results with Social Media, Google and SEO
A successful content strategy is all about consistently creating and delivering genuinely useful and relevant content that attracts and nurtures just the right audience, your decision-makers and those that influence them. But with limited budget and resources, it’s not always easy to build a sustainable, long-term content strategy that delivers measurable results that align with your business goals.
In this presentation you will learn how to build and execute a successful content strategy that will help you maximize results with social media, Google and SEO. It’s about creating the right mix of content and social media that will earn your audience’s trust and eventually drive demand for your business.
Highlights:
- Steps to build a B2B content strategy from the ground up
- How to optimize content to perform well in social media and search
- How to scale your program and crowdsource your content creation
- How to build a metrics framework and measure ROI of your program
- Example of a successful content strategy in action
- Tools and resources to help you
This presentation is based on real life experience building a content strategy for IBM Security.
Fueling A_B experiments with behavioral insights (1).pdf
How to Build a Content Strategy to Maximize Results
1. @santilli1
GENUINELY USEFUL
CONTENTB u i l d i n g a L o n g - Te r m C o n t e n t S t r a t e g y t h a t W i l l H e l p Yo u
M a x i m i z e R e s u l t s w i t h S o c i a l M e d i a , G o o g l e a n d S E O .
@santilli
19. @santilli19
Some KPIs we are measuring
• Cost per visit/view
• Engagement per visit
• Visit to response rate
• Average cost per response
• Response to validated lead (VL)
• Average opportunity per visit
• Average opportunity size
• Cost per opportunity
21. @santilli21
Defining your content strategy
• Content objectives
• Content types (articles, videos, etc.)
• Thought leadership vs. technical
• Evergreen vs. news vs. research
• Topics to cover
32. @santilli32
Define roles and responsibilities
• Program director / Chief editor
• Program manager
• Copy editor
• Social listening & ideation
• Metrics and analysis
• Social media and amplification
• Creative / graphic design
• SEO
• Web maintenance
• PR & AR
• Demand generation
66. @santilli66
7 key lessons to remember
1. Build a program that is scalable with right tools and processes
2. Create a great user experience with search and social in mind
3. Focus on a balanced contributor strategy
4. Measure everything from the start and connect back to revenue
5. Consistently create content that become essential for your audience
6. Connect back to lead gen with high value offers
7. Be creative and don’t settle for mediocre!