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DR.WALID ELETRIBY
 Segmentation
 Buyer personas
◦ Definition & Importance
◦ How to develop personas
◦ Example
◦ Buyer journey
 Content marketing strategy
 Content plan
◦ Definition & importance
◦ How to
◦ Example
The process of breaking of buyers into groups
that are different from each other but internally
similar
Segmentation ,Targeting and Positioning
 Starts from the premise that all buyers are
not the same: profit/volume potential,
motivations, product uses, needs and desires,
etc.
 Segmentation allows you to chose which
buyers to target and provides important
insights as to how to appeal to them.
 Significant competitive advantage
Country
Region
City
Metro size
Density
Climate
Social Class
Life style
Personality
Age
Gender
Family life cycle
Family size
Income
Occupation
Education
Religion
Race
Nationality
Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitude toward
The product
Geographic Demographic Psychographic Behavioral
 Buyers are divided into different groups on
the basis of psychological/personality traits,
lifestyle, or values.
 People within the same demographic group
can exhibit very different psychographic
profiles.
Different levels of resources
enhance or constrain a person’s
expression of his or her primary
motivation
The four groups with higher resources are:
 1. Innovators—Successful, sophisticated, active, “take-
charge” people with high self-esteem. Purchases often
reflect cultivated tastes for relatively upscale, niche-
oriented products and services.
 2. Thinkers—Mature, satisfied, and reflective people
motivated by ideals and who value order, knowledge, and
responsibility. They seek durability, functionality, and
value in products.
 3. Achievers—Successful, goal-oriented people who focus
on career and family. They favor premium products that
demonstrate success to their peers.
 4. Experiencers—Young, enthusiastic, impulsive people
who seek variety and excitement. They spend a
comparatively high proportion of income on fashion,
entertainment, and socializing
 The four groups with lower resources are:
 1. Believers—Conservative, conventional, and
traditional people with concrete beliefs. They prefer
familiar, U.S.-made products and are loyal to
established brands.
 2. Strivers—Trendy and fun-loving people who are
resource-constrained. They favor stylish products
that emulate the purchases of those with greater
material wealth.
 3. Makers—Practical, down-to-earth, self-sufficient
people who like to work with their hands.They seek
U.S.-made products with a practical or functional
purpose.
 4. Survivors—Elderly, passive people concerned about
change and loyal to their favorite brands.
 Marketers divide buyers into groups on the
basis of their knowledge of, attitude toward,
use of, or response to a product.
Target Market
Unaware Aware
TriedNot Tried
Rejected
Favorable
Opinion
Neutral
Negative
Opinion
Repeated
Not Yet
Repeated
SwitcherLoyal to Brand
Light User Regular User Heavy user
Behavioral
Segmentation
Breakdown
 Buyer personas are fictional, generalized
representations of your ideal customers
Buyer Persona
 They help you understand your customers
better and tailor content to the specific
needs, behaviors, and concerns of different
types of personas.
 The strongest buyer personas are based on
market research and insights from your
actual customer base .
 Done through surveys, interviews and so on.
 Contacts database to uncover trends about
how certain leads or customers find and
consume your content.
 Forms to use on your platforms, use form
fields that capture important persona
information.
◦ For example
ask each lead for information about company size on
your forms.
 Sales team's feedback on the leads they're
interacting with most.
◦ What generalizations can they make about the
different types of customers you serve best?
 Interview customers and prospects.
Buyer Journey
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
 It is the opposite of advertising
 It is not a tactic
 It has to be a mind-set.
Why are companies using CM?
 Increasing brand awareness
 Lead generation
 Converting leads into customers
 Building the image as the industry leader
 Customer engagement
 Customer retention
 Website traffic
 Sales
Extra benefits of using CM
 More inbound approach
 Customer engagement and innovation
 Search Engine Optimization
 Development of knowledge culture
 Better use of company resources
1. Blog
2. Branch guide /
folder
3. Social media
4. Case study
5. Webinar
6. Online transmission
7. Video publication
8. Sponsored article
9. Newsletter
10. Online presentation
11. Mobile application
12. Infographic
13. E-Book
14. Whitepaper
15. In-person event
 7 steps
1. Analyze Your Company’s business
2. Typical customer
3. Goals
4. Content marketing mix
5. Timetable
6. Team
7. Budget
 What is your company’s product/service?
 The vision of products in mind and decisions
how this strategy will support different
products or different product lines
 If there are more products but concentrated
on one area, e.g. climbing equipment (shoes,
ropes, helmets, trousers etc.)
 What is your Unique Selling Proposition?
 USP is something that distinguishes your
product/service from others in the same
sector.
 It helps to build the foundations of the
advertising message.
 Your proposition has to attract new
customers as well as potential customers
 How do your clients use your company
product/service?
 E.g. “video production service”
 Our clients are using our video services to
prepare videos in different formats to be used
online.
 Those videos usually are used in
communications and marketing campaigns
and inform final clients about their products,
 What do your clients need to know about your
product’s proper use?
 E.g. “video production service”
 Our clients need to know: How to use video
for online marketing.
 This topic includes subtopics such as: how to
promote online video, how to measure
conversion rates from video, good practices
of online video use, how to choose the topic
for efficient video marketing
 What is the main benefit of your product for
the customer?
 E.g. “video production service”
 Our customer needs to know why he should
buy your product instead of your
competitor’s product.
 You should then explain it in a simple way,
using strong arguments, that your product is
better than others
 How do your client’s business needs relate to
your product or service?
 With our CM activities we will support our
clients with knowledge that will allow them to
successfully use our product.
 At the same time we are promoting ourselves
as experts in the area.
 Probably the best choice for our client.
 The most important questions able to be
answered refer to how your clients are:
◦ searching for information,
◦ communicating,
◦ gathering information,
◦ and buying products.
 This allow you to choose the most
appropriate formats, language, culture and
connections between formats to be used in
your CM strategy.
 The typical client of your company
 E.g. “video production service”
 Our typical client is a marketer, located in
Warsaw and the Mazowia region in Poland,
extensively using digital media and social
media (LinkedIn, Facebook, Twitter)
 but preferring to discuss details in the face-
to-face meetings.
 How does your client search for information
about your product?
 E.g. “video production service”
 Our clients usually are searching for
information regarding video marketing and
video production online.
 They read national and international reports,
websites, magazines, participate in trainings
and conferences, to gather knowledge and
get inspired.
 What can be an emotional, rational and
functional motivators to buy/ consume your
product?
 How is your client buying your
products/services?
 E.g. “video production service”
 Our clients are looking for subcontractors if
they have already planned video marketing
activities.
 They ask for a portfolio of previously
prepared videos and pricing for their planned
project.
 After gathering a number of offers, they
choose the best one.
 What is your market?
 E.g. “video production service”
 We can produce videos for clients in every
part of the country but our preferred market
is our city and region.
 In this area our costs are lower and available
technology better.
 In our region we are more competitive and
the provisions are higher.
 Typically marketers choose 8 standard CM
goals. Those goals are:
1. Brand awareness
2. Thought Leadership
3. Customer Acquisition
4. Website traffic
5. Engagement
6. Customer Retention/Loyalty
7. Lead Generation/Management/Nurturing
8. Sales
 What are the three most important goals for
your CM?
 E.g. “video production service”
 Our CM goals are
1. Customer Acquisition.
2. Lead Generation/Management/Nurturing.
3. Sales.
 Here is how you can prepare your own
schedule, step by step.
 Step 1. Facts – collect the information that is
crucial for your client.
 Deadlines:
◦ Campaign launch
◦ Campaign deadline
◦ Indicators between
 Step 2. Formats – collect the information
about formats you selected and quantities.
 Format types
 Quantity
 Step 3. The Creators
 Collect the information on human resources,
which you use for your project – both internal
and external.
 Internal people assigned according to their
skills
 External people, when it is reasonable
 Possibilities and limitations of time
 Step 4. Wages and salaries
 Estimate what will be the cost of
implementing the format.
◦ Deployment of workers – how many working hours
they need?
◦ Fees for externals experts – how much it will cost?
 Step 5. Marketing
 Describe what marketing activities you perform
to promote your content.
 Specify the costs that will be associated with this.
 Remember about indirect costs, such as
developing a YouTube channel or running social
media
 Select outbound media You will use for
promotion
 Select social media You will use for promotion
 Step 6. Time plan
 Sketch a simple table that shows in what
order formats should be developed and what
are the relationships between them
 Take into account the size and complexity of
that work
 Remember also about the time for unforeseen
delays.
 Describe all activities on time, like in Gantt
chart
 Add connection between activities
The following may be included in it:
 Employees of the company, e.g. product
managers
 Cooperating people (freelancers), e.g. graphic
designer
 People and companies from outside, such as
specialized marketing agencies that will
provide specialists in the relevant field, e.g.
copy wrighters, bloggers, ghostwriters, media
planners
costs can be divided into 4 categories:
 Cost of in-house personnel engaged in the CM;
 Cost of outbound media purchase: email
marketing, display marketing, retargeting;
 Cost of subcontracting (video, white paper
preparation, IT support, SEO, webinar presenters,
articles, mobile application, infographic, ebook
preparation, events: cost of conference
room/coffee/lunch/visualization/transmission;
 Cost of office space.
 Below are some indicators to be used when
measuring CM goal accomplishments.
 Brand awareness can be measured by:
◦ online and offline research measuring brand
awareness,
◦ press monitoring services,
◦ SocialMention.com.
 Thought Leadership can be measured by the
number of:
 link backs to your pages,
 subscribers to your pages,
 appearances on blog rolls,
 publications in magazines,
 presentations on conferences.
 Customer Acquisition can be measured by:
 new contacts in emailing lists,
 newsletter subscribers,
 new clients by CRM.
 Website traffic can be measured by:
 clicks,
 unique users,
 time spent on the website,
 repeated visits,
 RSS feeds,
 comments left by website visitors,
 track backs.
 Engagement can be measured by:
 time spent on the website,
 participation of clients in company events,
 feedback from clients
 Customer Retention/Loyalty can be measured
by:
 % of returning,
 authority rank of linkers,
 time spent on the website,
 repeated visits
 Lead Generation/Management/Nurturing can be
measured by:
 number of leads,
 quality of leads,
 sales accepted leads,
 sales rejected leads – need nurturing,
 sales rejected leads – dead,
 lead velocity,
 leads-to-close conversion ratio,
 cost per lead,
 cost per sale
 Sales can be measured by:
 monthly income,
 monthly income by products,
 weekly income,
 number of transactions,
 number of transactions from leads.
 To be successful at inbound marketing,
companies need to invest in content
 The amount of content being produced by
marketers increased by 69% of B2C and 70%
of B2B.
1. Complete a SWOT analysis on your content
marketing efforts and develop a plan to
improve them.
2. Define the right objectives and KPIs for that
plan
3. Brainstorm content ideas and find the gap
in what you and/or your competitor's are
not covering
4. Create a timeline for your content plans
Strengths Weaknesses
Company image is reflected
on current social media
Videos
Photos of the environment
and food
Easy access to menus, prices
and promotions
Low consumer engagement
Little activity on their social
media pages
No active conversations
Low amount of followers
Neglecting some of the other
big social medias
opportunity threats
Partnering with the
University
of Washington.
Cross-promotion by
partnering with other
companies.
Other popular social media
websites
Other similar businesses in
the market - competition.
Little recognition.
Only two locations.
Message misinterpretation.
 Concept with mind
 Contents are
◦ Deeply researched, useful and meaningful
◦ It solves problem in a profound way
 How to hit the goal
By extremely shallow educational pieces missed
 Concept with the news
 Contents related to
◦ Something current newsworthy or trending
 How to hit the goal
Do not reiterate the news ,find a way to connect the
news to the client’s industry
 Concept with personal identity
 Contents directly connect with
◦ Part of intimate world OR identity
 How to hit the goal
Give the reader a way to see themselves in the
content,
Let the reader identify with the content
 Concept with real life
 Contents tells
◦ Real personal story
◦ Shares a case study
▪ How to hit the goal
• Make sure there is a moral real life example
• Stories matter if they share an insight or
massage
 Concept with many more concepts
 Contents is
◦ A collection of other popular content
▪ How to hit the goal
• Make a complete and/or unique collection
• Do not curate small lists that have been repeatedly
done.
 Concept with unrelated concept
 Contents is
◦ Spins an old ide and offer a new way of looking at it
▪ How to hit the goal
• Do not reiterate old ideas.
• Find a surprising , unique or interesting way to
show ideas
This step focuses on identifying any possible
gaps in your current content marketing efforts.
 The content marketing matrix is used to map
relevant content in two ways to help identify
the suitability of content to:
1. Support the purchase process across the
buyer journey.
2. Achieve audience engagement using
different types of psychological engagement
from emotional to rational.
 Create a realistic timeline for your content
plan.
 This timeline is used for your internal team.
Case Study
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07  buyer personas content marketing

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07 buyer personas content marketing

  • 2.  Segmentation  Buyer personas ◦ Definition & Importance ◦ How to develop personas ◦ Example ◦ Buyer journey  Content marketing strategy  Content plan ◦ Definition & importance ◦ How to ◦ Example
  • 3.
  • 4. The process of breaking of buyers into groups that are different from each other but internally similar
  • 6.  Starts from the premise that all buyers are not the same: profit/volume potential, motivations, product uses, needs and desires, etc.  Segmentation allows you to chose which buyers to target and provides important insights as to how to appeal to them.  Significant competitive advantage
  • 7.
  • 8.
  • 9. Country Region City Metro size Density Climate Social Class Life style Personality Age Gender Family life cycle Family size Income Occupation Education Religion Race Nationality Occasions Benefits User status User rates Loyalty status Readiness stage Attitude toward The product Geographic Demographic Psychographic Behavioral
  • 10.
  • 11.
  • 12.
  • 13.  Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle, or values.  People within the same demographic group can exhibit very different psychographic profiles.
  • 14. Different levels of resources enhance or constrain a person’s expression of his or her primary motivation
  • 15. The four groups with higher resources are:  1. Innovators—Successful, sophisticated, active, “take- charge” people with high self-esteem. Purchases often reflect cultivated tastes for relatively upscale, niche- oriented products and services.  2. Thinkers—Mature, satisfied, and reflective people motivated by ideals and who value order, knowledge, and responsibility. They seek durability, functionality, and value in products.  3. Achievers—Successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.  4. Experiencers—Young, enthusiastic, impulsive people who seek variety and excitement. They spend a comparatively high proportion of income on fashion, entertainment, and socializing
  • 16.  The four groups with lower resources are:  1. Believers—Conservative, conventional, and traditional people with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands.  2. Strivers—Trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth.  3. Makers—Practical, down-to-earth, self-sufficient people who like to work with their hands.They seek U.S.-made products with a practical or functional purpose.  4. Survivors—Elderly, passive people concerned about change and loyal to their favorite brands.
  • 17.  Marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product.
  • 18. Target Market Unaware Aware TriedNot Tried Rejected Favorable Opinion Neutral Negative Opinion Repeated Not Yet Repeated SwitcherLoyal to Brand Light User Regular User Heavy user Behavioral Segmentation Breakdown
  • 19.
  • 20.  Buyer personas are fictional, generalized representations of your ideal customers
  • 22.  They help you understand your customers better and tailor content to the specific needs, behaviors, and concerns of different types of personas.
  • 23.  The strongest buyer personas are based on market research and insights from your actual customer base .  Done through surveys, interviews and so on.
  • 24.  Contacts database to uncover trends about how certain leads or customers find and consume your content.  Forms to use on your platforms, use form fields that capture important persona information. ◦ For example ask each lead for information about company size on your forms.
  • 25.  Sales team's feedback on the leads they're interacting with most. ◦ What generalizations can they make about the different types of customers you serve best?  Interview customers and prospects.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 32.
  • 33.
  • 34. 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
  • 35.  It is the opposite of advertising  It is not a tactic  It has to be a mind-set.
  • 36. Why are companies using CM?  Increasing brand awareness  Lead generation  Converting leads into customers  Building the image as the industry leader  Customer engagement  Customer retention  Website traffic  Sales
  • 37. Extra benefits of using CM  More inbound approach  Customer engagement and innovation  Search Engine Optimization  Development of knowledge culture  Better use of company resources
  • 38. 1. Blog 2. Branch guide / folder 3. Social media 4. Case study 5. Webinar 6. Online transmission 7. Video publication 8. Sponsored article 9. Newsletter 10. Online presentation 11. Mobile application 12. Infographic 13. E-Book 14. Whitepaper 15. In-person event
  • 39.  7 steps 1. Analyze Your Company’s business 2. Typical customer 3. Goals 4. Content marketing mix 5. Timetable 6. Team 7. Budget
  • 40.  What is your company’s product/service?  The vision of products in mind and decisions how this strategy will support different products or different product lines  If there are more products but concentrated on one area, e.g. climbing equipment (shoes, ropes, helmets, trousers etc.)
  • 41.  What is your Unique Selling Proposition?  USP is something that distinguishes your product/service from others in the same sector.  It helps to build the foundations of the advertising message.  Your proposition has to attract new customers as well as potential customers
  • 42.  How do your clients use your company product/service?  E.g. “video production service”  Our clients are using our video services to prepare videos in different formats to be used online.  Those videos usually are used in communications and marketing campaigns and inform final clients about their products,
  • 43.  What do your clients need to know about your product’s proper use?  E.g. “video production service”  Our clients need to know: How to use video for online marketing.  This topic includes subtopics such as: how to promote online video, how to measure conversion rates from video, good practices of online video use, how to choose the topic for efficient video marketing
  • 44.  What is the main benefit of your product for the customer?  E.g. “video production service”  Our customer needs to know why he should buy your product instead of your competitor’s product.  You should then explain it in a simple way, using strong arguments, that your product is better than others
  • 45.  How do your client’s business needs relate to your product or service?  With our CM activities we will support our clients with knowledge that will allow them to successfully use our product.  At the same time we are promoting ourselves as experts in the area.  Probably the best choice for our client.
  • 46.  The most important questions able to be answered refer to how your clients are: ◦ searching for information, ◦ communicating, ◦ gathering information, ◦ and buying products.
  • 47.  This allow you to choose the most appropriate formats, language, culture and connections between formats to be used in your CM strategy.
  • 48.  The typical client of your company  E.g. “video production service”  Our typical client is a marketer, located in Warsaw and the Mazowia region in Poland, extensively using digital media and social media (LinkedIn, Facebook, Twitter)  but preferring to discuss details in the face- to-face meetings.
  • 49.  How does your client search for information about your product?  E.g. “video production service”  Our clients usually are searching for information regarding video marketing and video production online.  They read national and international reports, websites, magazines, participate in trainings and conferences, to gather knowledge and get inspired.
  • 50.  What can be an emotional, rational and functional motivators to buy/ consume your product?
  • 51.  How is your client buying your products/services?  E.g. “video production service”  Our clients are looking for subcontractors if they have already planned video marketing activities.  They ask for a portfolio of previously prepared videos and pricing for their planned project.  After gathering a number of offers, they choose the best one.
  • 52.  What is your market?  E.g. “video production service”  We can produce videos for clients in every part of the country but our preferred market is our city and region.  In this area our costs are lower and available technology better.  In our region we are more competitive and the provisions are higher.
  • 53.  Typically marketers choose 8 standard CM goals. Those goals are: 1. Brand awareness 2. Thought Leadership 3. Customer Acquisition 4. Website traffic 5. Engagement 6. Customer Retention/Loyalty 7. Lead Generation/Management/Nurturing 8. Sales
  • 54.  What are the three most important goals for your CM?  E.g. “video production service”  Our CM goals are 1. Customer Acquisition. 2. Lead Generation/Management/Nurturing. 3. Sales.
  • 55.
  • 56.  Here is how you can prepare your own schedule, step by step.  Step 1. Facts – collect the information that is crucial for your client.  Deadlines: ◦ Campaign launch ◦ Campaign deadline ◦ Indicators between
  • 57.  Step 2. Formats – collect the information about formats you selected and quantities.  Format types  Quantity
  • 58.  Step 3. The Creators  Collect the information on human resources, which you use for your project – both internal and external.  Internal people assigned according to their skills  External people, when it is reasonable  Possibilities and limitations of time
  • 59.  Step 4. Wages and salaries  Estimate what will be the cost of implementing the format. ◦ Deployment of workers – how many working hours they need? ◦ Fees for externals experts – how much it will cost?
  • 60.  Step 5. Marketing  Describe what marketing activities you perform to promote your content.  Specify the costs that will be associated with this.  Remember about indirect costs, such as developing a YouTube channel or running social media  Select outbound media You will use for promotion  Select social media You will use for promotion
  • 61.  Step 6. Time plan  Sketch a simple table that shows in what order formats should be developed and what are the relationships between them  Take into account the size and complexity of that work  Remember also about the time for unforeseen delays.  Describe all activities on time, like in Gantt chart  Add connection between activities
  • 62.
  • 63. The following may be included in it:  Employees of the company, e.g. product managers  Cooperating people (freelancers), e.g. graphic designer  People and companies from outside, such as specialized marketing agencies that will provide specialists in the relevant field, e.g. copy wrighters, bloggers, ghostwriters, media planners
  • 64. costs can be divided into 4 categories:  Cost of in-house personnel engaged in the CM;  Cost of outbound media purchase: email marketing, display marketing, retargeting;  Cost of subcontracting (video, white paper preparation, IT support, SEO, webinar presenters, articles, mobile application, infographic, ebook preparation, events: cost of conference room/coffee/lunch/visualization/transmission;  Cost of office space.
  • 65.  Below are some indicators to be used when measuring CM goal accomplishments.  Brand awareness can be measured by: ◦ online and offline research measuring brand awareness, ◦ press monitoring services, ◦ SocialMention.com.
  • 66.  Thought Leadership can be measured by the number of:  link backs to your pages,  subscribers to your pages,  appearances on blog rolls,  publications in magazines,  presentations on conferences.
  • 67.  Customer Acquisition can be measured by:  new contacts in emailing lists,  newsletter subscribers,  new clients by CRM.
  • 68.  Website traffic can be measured by:  clicks,  unique users,  time spent on the website,  repeated visits,  RSS feeds,  comments left by website visitors,  track backs.
  • 69.  Engagement can be measured by:  time spent on the website,  participation of clients in company events,  feedback from clients
  • 70.  Customer Retention/Loyalty can be measured by:  % of returning,  authority rank of linkers,  time spent on the website,  repeated visits
  • 71.  Lead Generation/Management/Nurturing can be measured by:  number of leads,  quality of leads,  sales accepted leads,  sales rejected leads – need nurturing,  sales rejected leads – dead,  lead velocity,  leads-to-close conversion ratio,  cost per lead,  cost per sale
  • 72.  Sales can be measured by:  monthly income,  monthly income by products,  weekly income,  number of transactions,  number of transactions from leads.
  • 73.
  • 74.
  • 75.  To be successful at inbound marketing, companies need to invest in content  The amount of content being produced by marketers increased by 69% of B2C and 70% of B2B.
  • 76. 1. Complete a SWOT analysis on your content marketing efforts and develop a plan to improve them. 2. Define the right objectives and KPIs for that plan 3. Brainstorm content ideas and find the gap in what you and/or your competitor's are not covering 4. Create a timeline for your content plans
  • 77.
  • 78. Strengths Weaknesses Company image is reflected on current social media Videos Photos of the environment and food Easy access to menus, prices and promotions Low consumer engagement Little activity on their social media pages No active conversations Low amount of followers Neglecting some of the other big social medias opportunity threats Partnering with the University of Washington. Cross-promotion by partnering with other companies. Other popular social media websites Other similar businesses in the market - competition. Little recognition. Only two locations. Message misinterpretation.
  • 79.
  • 80.
  • 81.
  • 82.
  • 83.
  • 84.
  • 85.
  • 86.
  • 87.
  • 88.  Concept with mind  Contents are ◦ Deeply researched, useful and meaningful ◦ It solves problem in a profound way  How to hit the goal By extremely shallow educational pieces missed
  • 89.
  • 90.  Concept with the news  Contents related to ◦ Something current newsworthy or trending  How to hit the goal Do not reiterate the news ,find a way to connect the news to the client’s industry
  • 91.
  • 92.  Concept with personal identity  Contents directly connect with ◦ Part of intimate world OR identity  How to hit the goal Give the reader a way to see themselves in the content, Let the reader identify with the content
  • 93.
  • 94.  Concept with real life  Contents tells ◦ Real personal story ◦ Shares a case study ▪ How to hit the goal • Make sure there is a moral real life example • Stories matter if they share an insight or massage
  • 95.
  • 96.  Concept with many more concepts  Contents is ◦ A collection of other popular content ▪ How to hit the goal • Make a complete and/or unique collection • Do not curate small lists that have been repeatedly done.
  • 97.
  • 98.  Concept with unrelated concept  Contents is ◦ Spins an old ide and offer a new way of looking at it ▪ How to hit the goal • Do not reiterate old ideas. • Find a surprising , unique or interesting way to show ideas
  • 99. This step focuses on identifying any possible gaps in your current content marketing efforts.
  • 100.
  • 101.  The content marketing matrix is used to map relevant content in two ways to help identify the suitability of content to: 1. Support the purchase process across the buyer journey. 2. Achieve audience engagement using different types of psychological engagement from emotional to rational.
  • 102.
  • 103.  Create a realistic timeline for your content plan.  This timeline is used for your internal team.
  • 105. 10
  • 106. 10 7
  • 107. 11
  • 108. 10 9
  • 109. 12
  • 110. 11 1