Webinar slide deck from our webinar with Adam Japko of DigitalSherpa and Steve Lazuka of Interact Media.

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Adam Japko, President
DigitalSherpa
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photograph here
Steve Lazuka, President
Interact Media
Today’s Presenters

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4. “GREATEST EVER???”“GREATEST EVER???”

5. <webinar subtext>
<Slide Title>
Content
Architecture? Planning, Designing, and
Constructing the Perfect
Piece of Content

6. What will you learn?
How to plan a simple yet effective
content strategy that will get results
How to streamline your content creation
process to save both time and money
How to create effective, compelling
content on a regular basis
How to promote your content to get the
biggest impact & return possible

7. What is Content Marketing?
Content marketing is an umbrella term encompassing all marketing formats
that involve the creation and sharing of content in order to attract, acquire,
and engage clearly defined and understood current and potential customer
bases with the objective of driving profitable customer action.
Content marketing subscribes to the notion that delivering high-quality,
relevant, and valuable information to prospects and customers drives
profitable customer action.
Cartoon: Social Fresh

8. Big Wins in Content Marketing History
Wanamaker’s NY/Philly Fashion Shows - 1st
in US
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9. Big Wins in Content Marketing History
Free Jello Recipe Book creates over $1M in product sales

10. Big Wins in Content Marketing History
Grateful Dead invites fans to tape live shows & distribute freely

11. Big Wins in Content Marketing History
Foodnetwork.com offers free online recipes

12. Big Wins in Content Marketing History
Internet, search, and lead conversion
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13. Limitations of
Great, But
Traditional,
Content
Marketing
⏎
⏎
Limitations of
Great, but
Traditional,
Content
Marketing
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14. Digitally Sophisticated Content Marketing

15. Long Tail Search, SEO & Content Marketing
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16. Long Tail’s Positive Impact
on Web Conversion
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17. DigitalSherpa Tests Traffic Focus
& Reverts to Long Tail
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18. ROI of Content Marketing:
Consumption Hints at Lead Value

19. Demands Lots of Content!Demands Lots of Content!Demands Lots of Content!
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Blog Posts Video Whitepaper
eBooks Podcasts Webinars
Social Media Landing Pages

20. Creating the Right Content
• No Worries...just start.
• Begin with a blog
• What information do your usual prospects need answered
when you first meet them?
• Address information needs of prospects/don’t worry about
stuffing full of keywords
• Titles, leads, 400 words, tags, Yoast Wordpress SEO
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21. Manageable Content Creation
Create editorial calendar- start with 6 blog posts/month
Assign to your business’ team
Test outsourcing content creation – Zerys as example
Think about curation:
- summarize and connect
Web sources with links: leads to sharing and network
building
Keep it regular and fresh-
mainly for SEO & secondarily for followers
One Video, Whitepaper, Content giveaway, Webinar

22. Take An Easy 1st
Step
at Blog Conversion

23. Moving Along - Capture & Measure

24. Know Which Sources Convert Best

25. What is a “Content Strategy”
Who does what?
What’s being done?
Why do it?
When’s it being done – how often?
Where to publish, distribute, and promote?

26. Do I Really Need a Content Strategy?

28. and No.

29. 7 Steps to Creating
the Perfect Content Strategy

30. Step 1: Set Your Primary Goals

31. Step 1: Set Your Primary Goals
Some examples:
Establish ourselves as experts and authorities in our field
Rank at the top of the search engines for as many related
keywords/phrases as possible
Attract readers to our site with helpful information, and
then convert them to leads and sales
Build an email database for future lead nurturing
campaigns
Increase social sharing of our content to build awareness
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32. Step 2: Define Your Target Audience

33. Step 2: Define Your Target Audiences
What’s a target audience?
A group of people you’d like to deliver your messages to.
Why Bother?
So you can later explain to writers who they’re talking to when writing your
content.
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34. Questions to answer when
describing your target audience
Who are they?
What are they interested in?
What’s their typical age, gender,
education, marital status, income,
location and any other relevant data?

35. Step 3: Identify Your Content Team

36. Step 3: Identify Your Content Team
(Who Does What?)
Your three options:
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37. To choose best option for you, consider:
How much time do you have to devote to content development?
What’s your budget?
Common Content Roles:
Chief Content Officer (CCO)
Project Manager
Topics/Title Developer
Writer
Editor
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Whichever route you go, be prepared to invest some amount of
time into content production (if it were easy, everyone would be
doing it!)

38. Step 4: Choose Tools/Technology

39. Step 4: Choose Tools/Technology
If you choose to manage your own content
production, choosing the right platform will be
key to your success
However, creating good content will still require
time and talent
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40. Step 4: Choose Tools/Technology
Other Content Development Tools:
CMS (Wordpress, Hubspot, etc)
Keyword Research Tool
Word Processor
Spreadsheets
Editorial Calendar
Social Media tools
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41. Step 5: Choose Content Types & Schedule

42. Step 5: Choose Content Types & Schedule
Most common types:
Blog posts
Whitepapers
eBooks
Social Media Posts
Email Newsletters
Press Releases
Product Descriptions
You don’t have to create them all!
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43. Step 5: Choose Content Types & Schedule
Blogging: a great way to get started
Simpler
Great way to create content on a regular basis
Once you master, can move on to more complex types
For each content type, decide how often you’d like to
publish – shoot for at least once or twice per week
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44. Step 6: Develop a Basic SEO Strategy

45. Step 6: Develop a Basic SEO Strategy
How important is SEO to you?
(might be content type-specific)
No need to stress.. just keep it simple:
Come up with great content! (that’s what search engines really
want after all)
When possible, include keyword title
When possible, include keyword once or twice in body
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46. Step 7: Develop a Basic Promotion Plan

47. Step 7: Develop a Basic Promotion Plan
Common Methods:
Publish to your website (blog, articles, etc)
Social Media posts
Press Releases
Email
Guest Blogging
Don’t feel like you need to do all of them right away
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48. The Production Process

49. Step 1: Come up with Topics to Write About
Develop a Master List of all the topics
you’d like to write about at some point
Methods:
Customer surveys
Feedback from internal team (especially support)
Keyword research tool (our recommended method)
Take a Content Inventory of your existing content
Print brochures or publications
Repurpose existing blog posts into white papers, or vice versa
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50. Step 2: Create Interesting, Engaging Titles
Titles have become even more critical to success
Creating great titles is an art and science
Consider assigning one person on your team to be the title developer
Create titles in advance, and assign them a date to get them on your
editorial calendar
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51. Step 3: Assign Titles to Writers
Assign internally, or to a freelancer
If piece requires very deep knowledge of your specific company, assign it
internally. If piece is informational, consider assigning it to a freelancer with
knowledge in your industry
Writers are not mind readers. You must provide clear, concise instructions
Consider writer’s schedule to ensure writer can complete piece by deadline
The right platforms will help streamline the process, but it will still take some
time
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52. Managing Writers
Whether you use freelancers, or hire full time,
writers will require a time investment
Keep a handful of writers on your “team” – in case one is out you have
others to fall back on
Take care of your writers and they will take care of you:
Pay them quickly
Motivate them by giving them bonuses when they do a great job
Provide constructive criticism
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53. Step 4: Review Content
(Editing & Proofreading)
Great content is usually a process of collaboration and revision
Editing is a specific skill. Not every great writer is also a great editor
Don’t expect to get back exactly what you want the first time. Even great writers
require time to learn your style
If you’re not happy with a piece, consider whether the writer has the talent level you
need. If not, move on quickly
Consider letting a writer create a first draft for each piece. Then, you can spend your
time editing it
If you don’t have editing talent in-house, consider out-sourcing or hiring an agency

54. Step 4: Publish Your Content
Publish Destination will depend on the content type
Publish Destinations:
Your own website (blog, article, white paper, ebook, etc)
Guest post on another website
Press Release distribution service (PRWeb, etc)
Social Media sites (FB, Twitter, etc)
Sent as an email
Print (brochures, magazines, etc)
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55. Marketing Your Content

56. Owned vs. Paid vs. Earned Media

57. If social media is earned
media how does it really fit
into content marketing?If social media is earned media,
how does it really fit into content
marketing?
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58. Start with Search Engine Optimization

59. Find Your Market’s Active Networks
Hang Out and Develop Cred
Next...it's time to get social
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60. Leveraging Community Networks

61. Link Leverage

62. Example: Apartment Community
Moves Center Stage

63. Remarket Content and Learn

64. 3 Key Takeaways
No matter your industry, audience, or budget,
remarkable content is always possible.
•However you choose to have your content created,
always devote some of your time to the process.
•No one knows your business like you.
Have a strategy that provides a clear road map to
achieving your set goals. Keep it simple.
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65. Thank you for attending!
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Slides and recording will be
emailed out shortly!
Congratulations to Katherine Boller
for winning the $100 Amazon Gift
Card!

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