Content marketing part 3 of 7. In this section there's information about strategy creation, goals and type of content to create.

1. Information about content marketing from
statistics to ideas for marketers to use.

2. Table of Contents:
PageTitle: Page Number:
Content Marketing Statistics: 3
Overview 4
Usage & Effectiveness 23
Marketing Metrics: 37
Effective Strategy Creation: 57
ContentCreation: 63
ContentGoals 64
Types of Content to Create 70
Creation Steps 97
How to Create Content 104
Content Readability: 132
PageTitle: Page Number:
Social Media: 150
IdealWord Count 151
RepurposingContent 159
Best Practices: 168
Top Practices 169
Pros & Cons 181
Tips 186
Trends 193
Content Marketing Ideas 199
Content Success 213
Work Cited: 229

3. Strategy Creation:
Things to Consider when Making a Content Marketing Strategy:
1. Determine where you need to invest to in order to compete within your market
2. Make the case for the business to invest in this strategy
3. Integrate your content marketing strategy with your business goals
4. Set these goals & link to a reasonable ROI by using analytics

4. Strategy Creation:
Competitive
Audit
Device
Editorial
Calendar
Formats
Gaps in
Coverage
Interest
Overlap
Interest
Velocity
Search
Terms
Target
Intenders
Topics of
Interest
Compiled byAuthor: digitalinformationworld.com
Consider the Following When Building a Content Marketing Strategy:

5. Strategy Creation:
Compiled byAuthor: digitalinformationworld.com
Competitive
Audit:
Audit your content first
See how you compare
to the top five sites in
your brand niche
Device:
You need to consider
where consumers will
view your content:
desktop, mobile or
tablets
Editorial
Calendar:
Document you content
plan from objectives to
seasonality &
promotions
Look at typical traffic
dips & highs

6. Strategy Creation:
Compiled byAuthor: digitalinformationworld.com
Formats:
Based on KPI’s:
For more
engagement
make visuals, For
more time on sites
you should focus
on quizzes
Gaps in
Coverage:
Brands need to be
mindful the
disparity between
what you think
consumers are
interested in &
what they are
really interested in
Interest
Overlap:
This explains how
consumers
interact with the
content outside of
your brand
Interest
Velocity:
Illustrates when a
certain topic will
peak for your
consumers

7. Strategy Creation:
Compiled byAuthor: digitalinformationworld.com
SearchTerms:
Overlay topics of
interest
They have search
terms based on your
brands KPI’s
Target
Intenders:
They are the core of
strategies
They have interacted
with your brand
They come to you as
potential customer
Topics of
Interest:
The desired content
topics
They relate to your
brand

8. Content Marketing Goals:
Lead
Generation
Sales Lead Nurturing
Brand
Awareness
Engagement
Customer
Retention
Creating
Advocates
Upsell or Cross-
sell
Top Goals Marketers Want to Achieve by Using Content Marketing:
Compiled byAuthor: contentmarketinginstitute.com

9. Content Marketing Goals:
Enterprise
Marketers
Engagement
Sales
Lead Generation
First Steps of
Program
Sales
Lead Generation
Most Important Goals for the FollowingType of Marketer
Compiled byAuthor: contentmarketinginstitute.com

10. Content Marketing Goals:
IdentifyGoals:
Define
Objectives
Specify Details
Set a Schedule
Start Measuring
StrategizetoReachGoals:
Select Social Media
Channels
Plan for Consistent
Content
Keep an Eye on
Trends
Optimize for Mobile
Engagement
Document
Everything
Compiled byAuthor: zencontent.com

11. Content Marketing Goals:
Define Objectives:
• Within broader
goals, define
objectives that can
be given to the
marketing team
• They should be
measurable so the
progress & success
are easy to track
Specify Details:
• Create a plan of
action for each
defined objective
• Have a clear
strategy for how to
accomplish the
objectives
Set a Schedule:
• Make a long term
schedule for each
goal
• Produce short term
schedules for
objectives that will
help you reach
broader goals over
time
Start Measuring:
• Decide which tools
& methods team
members should
use to measure
progress & success
Look at your audience & choose broad, long term goals, such as increased time spent
on the site, boosted sales & higher engagement
Identify Goals:
Compiled byAuthor: zencontent.com

12. Content Marketing Goals:
Select Social
Media Channels:
• Different social media
outlets are used
depending on the
message & who you’d
like to reach
Plan for Consistent
Content:
• Posting new, frequent &
unique content
maintains your brand &
audience interest
• When marketers focus
on blogging they are 13
times more likely to see
a positive ROI for the
content
Keep an Eye on
Trends:
• 77% of marketers feel
confident using data to
back their strategies &
plans
• Using data is a great
way to predict where
you’re strategy needs to
go next
Optimize for
Mobile
Engagement:
• 87% of millennials keep
their smartphones close
to them
• Not optimizing a
website for mobile can
be detrimental to a
campaign
Document
Everything:
• Keeping records of
everything can double a
businesses ROI
To achieve marketing goals, choose which tactics will work best based on audience
behaviors & identified objectives
Strategize to
Reach Goals:
Compiled byAuthor: zencontent.com

13. Type of Content to Create:
Expert
Content
Branded
Content
User
Content
Compiled byAuthor: zencontent.com
ContentVariety:

14. Type of Content to Create:
Compiled byAuthor: zencontent.com
Expert
Content:
Is created by people
that are
knowledgeable on the
subject matter like
bloggers
Includes articles,
research reports &
case studies from
other websites
Branded
Content:
Uses content that
brands produce
themselves
Includes buying
guides, blog posts &
infographics
User
Content:
Pertains to user &
audience-generated
content
Includes product
reviews, podcasts &
video testimonials
Expert content
boosts buying
decisions more
than user reviews
by 83%
ContentVariety:

15. Type of Content to Create:
Most Effective ContentTypes:
Compiled byAuthor: zencontent.com

16. Type of Content to Create:
Articles Blogs Case Studies E-Books
E-Newsletter Infographics Podcasts Quizzes
Videos
Visual
Content for
Social Media
White Papers
Compiled byAuthor: marketingprofs.com

17. Type of Content to Create:
• Helpful & informative lessons are introducedWhat:
• Search rankings, & thought leadershipBenefits:
• Post on Company websites & guest postsWhere:
• Low to moderate (often priced per length)Outsourcing Costs:
• Low difficultyDifficulty:
Articles Information:
They address
issues your
audience faces
with an objective
writing style
Compiled byAuthor: marketingprofs.com

18. Type of Content to Create:
Address
common
problems
ArticlesTips:
Compiled byAuthor: marketingprofs.com

19. Type of Content to Create:
• Deep educational contentWhat:
• Thought leadershipBenefits:
• Offers on key page: often need to fill out a formWhere:
• HighOutsourcing Costs:
• Time & research-intensiveDifficulty:
White Paper Information:
They are a good fit
for complex
product categories
Compiled byAuthor: marketingprofs.com

20. Type of Content to Create:
Include
research
White PaperTips:
Compiled byAuthor: marketingprofs.com

21. Work Cited:
• "12 Creative #ContentMarketing IdeasThat Don." Lifehack RSS. N.p., n.d.Web. 25 Aug. 2016. <http://www.lifehack.org/416267/12-creative-
contentmarketing-ideas-that-dont-require-a-blog-infographic?ref=pp>
• "12 #ContentMarketingTrendsThatWill Dominate 2016 - #Infographic." Digital information world. N.p., n.d.Web. 25Aug. 2016.
<http://www.digitalinformationworld.com/2016/01/infographic-content-marketing-predictions-12-trends-for-2016.html>.
• "5 Content MarketingTips for 2016." SlideShare. N.p., 22 Dec. 2015.Web. 25Aug. 2016. <http://www.slideshare.net/CiceronHQ/5-content-marketing-
tips-to-stand-out-in-2016-infographic>.
• “ 6 Steps to Creating Great Content Guide and Infographic. SocialMediadd. N.p., n.d.Web. 25 Aug. 2016. <http://www.socialmediadd.com/content-
creation-infographic-guide_a/374.htm>.
• B2B Content Marketing: 2016 Benchmarks, Budgets andTrends. 2016. Content Marketing Institute, Marketingprfs, Brightcove. PDF. 25 August 2016.
<http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf>.
• "BuildingYour 2016 Content Strategy - ZenContent." ZenContent. N.p., 12 Feb. 2016.Web. 25Aug. 2016. <http://zencontent.com/2016/02/13/building-
your-2016-content-strategy/>.
• "ContentMarketingTips: 10 Fundamentals Of ReadableContent - #infographic." Digital Information World. N.p., n.d.Web. 25Aug. 2016.
<http://www.digitalinformationworld.com/2015/10/infographic-10-fundamentals-of-readable-content.html>.
• DeMers, Jayson. "The 7 Basic PrinciplesThat DictateContent Marketing Success." The Huffington Post.TheHuffingtonPost.com, n.d.Web. 25 Aug. 2016.
<http://www.huffingtonpost.com/jayson-demers/the-7-basic-principles-
th_b_11432784.html?utm_content=buffere49b2&%3Butm_medium=social&%3Butm_source=linkedin.com&%3Butm_campaign=buffer>.
• Deshpande, Pawan. "29 Essential Content Marketing Metrics." The Huffington Post.TheHuffingtonPost.com, n.d.Web. 25 Aug. 2016.
<http://www.huffingtonpost.com/pawan-deshpande/29-essential-content-mark_b_7784822.html>.
• “Dos and Don'ts of B2B Content Marketing." The Content Standard by Skyword. N.p., 13Aug. 2014.Web. 25 Aug. 2016.
<http://www.skyword.com/contentstandard/marketing/the-dos-and-donts-of-b2b-content-marketing/>.
• "Do's and Dont's of Content Marketing." Visually. N.p., n.d.Web. 25Aug. 2016. <http://visual.ly/dos-and-donts-content-marketing>.

22. Work Cited:
• "Expert AdviceOn DevelopingAn Effective Content Marketing Strategy."Expert Advice On Developing An Effective Content Marketing Strategy. N.p., n.d.
Web. 25Aug. 2016. <http://www.digitalinformationworld.com/2015/04/developing-a-content-strategy.html>.
• "How Much ShouldYour Content Marketing Really Cost?" Brian Honigman. N.p., 28 July 2015.Web. 25Aug. 2016.
<http://www.brianhonigman.com/true-content-marketing-cost/>.
• “IdealWord Counts for Social Media Posts [Infographic]." MarketingProfs. N.p., n.d.Web. 25Aug.
2016.<http://www.marketingprofs.com/chirp/2016/29671/the-ideal-word-counts-for-social-media-posts-infographic>.
• "INFOGRAPHIC:The Secret to Content Marketing." SocialTimes. N.p., n.d.Web. 25Aug. 2016. <http://www.adweek.com/socialtimes/infographic-the-
secret-to-content-marketing/619639>.
• Meldey, Norma. "PROS ANDCONS OF CONTENT MARKETING." LinkedIn. N.p., 5Oct. 2015.Web. 25 Aug. 2016. <https://www.linkedin.com/pulse/pros-
cons-content-marketing-norma-medley>.
• “Mixology of Content Marketing - #Infographic." The Mixology of Content Marketing - #Infographic. N.p., n.d.Web. 25Aug. 2016.
<http://www.digitalinformationworld.com/2015/10/infographic-the-mixology-of-content-marketing.html>.
• Montini, Laura. "The StaggeringCost of Content Marketing (Infographic)."Inc.com. N.p., n.d.Web. 25Aug. 2016. <http://www.inc.com/laura-
montini/infographic/how-much-marketing-really-costs.html>.
• "SCALEYOUR CONTENT MARKETINGTOGROW LEADSAND REVENUE."Content Curation & Content Marketing Platform. N.p., n.d.Web. 25Aug. 2016.
<http://www.curata.com/>.
• “What ContentTypes ShouldYou Create? [Infographic]." MarketingProfs. N.p., n.d.Web. 25 Aug. 2016.
<http://www.marketingprofs.com/chirp/2016/29204/what-content-types-should-you-create-infographic>.
• "What Is Content Marketing?" Content Marketing Institute. N.p., n.d.Web. 25 Aug. 2016. <http://contentmarketinginstitute.com/what-is-content-
marketing/>.

23. Contact Us for the Full Presentation:
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13575 58TH Street North #160
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T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com