A content marketing strategy ensures that your business is always driving strategic proactive, short-term, and long-term content plans. In this 30-minute on-demand webinar, part of our Lead to Loyal series, learn how an effective strategy can change the way you attract new customers and drive new business.
2. P R E S E N T I N G
CONTENT STRATEGIST
Ian Hughes
As the main content writer for The SilverTech Blog
and the host of the Lead to Loyal™ podcast, Ian
aspires to create content that resonates with
SilverTech’s diverse audience of marketers and
technologists.
YOUR HOSTS
PRINCIPAL STRATEGIST
Samantha Maltais
Samantha is a seasoned digital strategist, marketer,
and project manager that has the innate ability to
combine marketing and operational requirements
while integrating SEO and SEM as well as UI and UX
to deliver top-notch strategies for clients.
@SamMaltais@SilverTech
4. 01. Content Strategy vs. Content Marketing
Strategy
02. Why do I Need a Content Marketing
Strategy?
03. The Essential Elements of a Content
Marketing Strategy
04. How to Implement a Content Marketing
Strategy
05. Priorities & Key Performance Indicators
(KPIs)
Agenda
5. How would you rate your content
marketing efforts?Webinar Poll
6. How would you rate your content
marketing efforts?
● Very Effective! - 0%
● Mostly Effective - 33%
● Not Very Effective - 33%
● Unsure - 33%
Webinar Poll
8. The Seven Steps to Successful Persona CreationWhat is Content?
9. The Seven Steps to Successful Persona CreationWhat is Content?
A message that prompts action designed to
deliver a state of satisfaction.
10. PARTNER INSIGHT
“Content marketing is a marketing program that
centers on creating, publishing, and distributing
content for your target audience -- usually
online -- the goal of which is to attract new
customers.”
11. KEY INSIGHT
A content marketing strategy establishes brand
standards and editorial direction for all content
including web, email, blog, and social channels
while always addressing your customers’ unique
pain points, challenges, and motivations.
12. Why Do I Need a
Content Marketing
Strategy?
.02
14. Have you documented your
content marketing strategy?
● Yes - 32%
● No, Not Yet - 68%
Webinar Poll
15. The 2017 State of Digital Marketing Report
Those with a documented content marketing strategy, according to the
latest research from the Content Marketing Institute, are:
● Far less challenged with every aspect of content marketing
● Generally more likely to consider themselves more effective with every
tactic and social media channel
● Able to justify a higher percentage of the marketing budget to be spent
on content marketing
16. The 2017 State of Digital Marketing Report
Jay Baer at Convince & Convert spends a great deal of time pushing
marketers to ask themselves, “What’s your one thing?”
Source: Convince & Convert
17. The 2017 State of Digital Marketing Report
● Content marketing costs 62% less than outbound marketing, it
generates more than three times as many leads.
Source: Demand Metric
● When content marketing adopters and non-adopters are compared, the
adopters have conversion rates that are nearly six times higher than
their competitors.
Source: Content Marketing Institute
26. The 2017 State of Digital Marketing Report
Source: Campaign Monitor
27. KEY INSIGHT
“Even with the explosion of new technology,
marketers keep coming back to email. The
reason is clear–for ten years in a row, email is
the channel generating the highest ROI for
marketers. For every $1 spent, email marketing
generates $38 in ROI”
Campaign Monitor
28. The Seven Steps to Successful Persona Creation7. Establish Workflow & Governance
29. The Seven Steps to Successful Persona Creation8. Content Plan & Calendar
31. KEY INSIGHT
“Content marketing is not a standalone
marketing technique that can thrive in a vacuum.
Rather, it’s something that needs to be integrated
into your overarching marketing plan, as its
principles will strengthen all your other
marketing efforts.”
Content Marketing Institute
32. The Seven Steps to Successful Persona CreationStep 1 - Include Your Team
33. The Seven Steps to Successful Persona CreationStep 2 - Introduce Your Strategy to Your Organization
34. The Seven Steps to Successful Persona CreationStep 3 - Stick to Your Strategy
35. The Seven Steps to Successful Persona CreationStep 4 - Measure & Share Results