How to Reverse Engineer Your Content Marketing Plan
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By: Justin Champion
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How to Reverse Engineer Your Content Marketing Plan
- 1. Presenter: Justin Champion HOW TO REVERSE ENGINEER YOUR CONTENT MARKETING PLAN
- 3. WHY AM I HERE?
- 4. 1 Content creation overview 2 Buyer persona/journey identification 3 Reverse engineering content creation 4 Building a simple conversion funnel 5 Repurposing content 6 Next steps and resources AGENDA
- 7. But trying to achieve results may feel like this.
- 8. Limited bandwidth Have a hard time creating content on a consistent basis MOST COMMON ROADBLOCKS TO SUCCESS Not sure how to communicate brand story/message across multiple channels Unable to connect everything
- 10. 2 IDENTIFYING BUYER PERSONA(S) AND THEIR BUYER’S JOURNEY(S)
- 11. The Buyer’s Journey Buyer Personas
- 12. BUYER PERSONA Semi-fictional representation of your ideal customers based on quantitative and qualitative research.
- 14. The Buyer’s Journey Buyer Personas
- 15. THE BUYER’S JOURNEY The active research process people go through leading up to making a purchase.
- 16. THE BUYER’S JOURNEY PROBLEM SOLUTION PRODUCT/ SERVICE
- 17. Identify the buyer’s journey for each buyer persona. Guide Checklist Webinar Case study Consultatio n Awareness Consideration Decision
- 20. Retrograde Analysis: to look ahead, it pays to look backwards.
- 21. There is nothing special about this sentence, except for the the fact that your brain skips the second ‘the’.
- 22. There is nothing special about this sentence, except for the the fact that your brain skips the second ‘the’.
- 23. Creates a pre-promotion plan for your content Directly connects short-term content activities to long-term content goals BENEFITS OF REVERSE ENGINEERING CONTENT Helps create a sustainable content creation process
- 24. Let’s create a guide.
- 25. Step 1: select a content theme that’s relevant to your business or industry.
- 26. Content Theme: How to convert your truck into an off-grid mobile camp.
- 27. Step 2: make a list of supporting topics that back up your content theme.
- 28. Supporting topics • Installing carpet • Repurposing a blanket into curtains • Creating a rip-away screen • Building a rooftop deck • Creating an off-grid electrical system • Installing a storage area • Creating a couch out of foam cushions • Installing a reclaimed wood wall • Purchasing a truck cap • Weatherizing your truck cap • Supplies for your storage area
- 29. Step 3: decide which supporting topics are most relevant to your guide.
- 30. Supporting topics • Installing carpet • Repurposing a blanket into curtains • Creating a rip-away screen • Building a rooftop deck • Creating an off-grid electrical system • Installing a storage area • Creating a couch out of foam cushions • Installing a reclaimed wood wall • Purchasing a truck cap • Weatherizing your truck cap • Supplies for your storage area
- 31. Welcome to the outline of your guide! Chapters • Installing Carpeting • Repurposing a blanket into curtains • Creating a rip-away screen • Creating an off-grid electrical system • Installing a storage area • Installing reclaimed wood wall • Purchasing a truck cap • Weatherizing your truck cap Title • From Truck to Mobile Camp
- 32. Step 4: create a blog post for each supporting topic.
- 34. Step 5: integrate distribution channels by telling the same story through a different lens.
- 35. YouTubeInstagram
- 36. Step 6: Download or create a template for your guide.
- 38. Step 7: Recycle blog content and format into chapters; add an introduction and a conclusion.
- 39. BAM! You just puzzled together a guide by recycling weekly content activities.
- 40. Step 8: Update call-to-actions on every blog post to promote guide.
- 41. AfterBefore
- 43. Now that we have our guide, we need to create a conversion path for visitors to access it.
- 44. Provide a pleasant, manageable experience Keep it simple BEST PRACTICES TO OPTIMIZING USER EXPERIENCE Be consistent on every page
- 46. Find a relevant CTA to access guide They read the blog post and want to learn more.
- 47. Visits landing page and fills out form to receive free guide. Have them identify their buyer persona.
- 48. Allow visitor to easily download guide. Call out download link Promote secondary CTA
- 49. Blog post CTA Guide landing page Form Guide thank you page Access guide CTA 1. Visitor finds blog post and clicks link to access free guide to learn more. 2. Visitor fills out form to access guide. 3. Visitor becomes a contact and now has access to download guide. CONVERSION FUNNELREVIEW
- 51. Reduce Reuse Recycle Your new content marketing best friend.
- 52. Think of yourself like a multipurpose minimalist; stretch the value of your possessions.
- 53. Think: “How else can this content be consumed?”
- 58. Pre-Register for the FREE Content Marketing Certification! http://academy.hubspot.com/content-marketing-certification-course
Editor's Notes
- TO CHANGE PHOTO: Right-click on the photo, select ‘change photo’ and choose a nice-looking picture of yourself from your computer. To adjust the picture (the size of your head), left-click on the image and go to ‘Format Image > Crop’. You’ll be able to change the size of the image within the circle – do not change the circle itself. NEED HELP WITH THE PHOTO? TRY THESE LINKS: Windows: http://www.dummies.com/how-to/content/how-to-crop-a-picture-in-powerpoint-2013.html Mac: http://www.indezine.com/products/powerpoint/learn/picturesandvisuals/crop-picture-options-ppt2011-mac.html
- Please use the form of a simple question for this section. ‘Why are xyz important?’ for example.
- Talk about how the customer is in the Pharm industry.
- Slide about frustration
- Intro to what a buyer persona is. And how to build one out.
- Explain how the buyer’s journey just needs to be identified, like a blueprint of a house. This is a strong, helpful step that most overlook. If you do this don’t raise your hand. I’m not trying to call you out, but really take the time to do this. Not doing this is one of the biggest reasons most fail at content marketing.
- Add the instagram and youtube before blog posts.
- But it’s not just about blogs. It’s an integrated experience across all your channels. Start with making a list of distribution channels and their content formats. Next see if it’s possible to use content from each distribution channel to make a bigger impact with your blog post (if it helps the blog, then it helps the ebook).
- Once you have all blog posts, the you have about 80% of your ebook. You can: Expand on blog content Add intro, conclusion, etc. (you can reuse these for blog posts as well)
- Once you have all blog posts, the you have about 80% of your ebook. You can: Expand on blog content Add intro, conclusion, etc. (you can reuse these for blog posts as well)
- Once you have all blog posts, the you have about 80% of your ebook. You can: Expand on blog content Add intro, conclusion, etc. (you can reuse these for blog posts as well)
- Once you have all blog posts, the you have about 80% of your ebook. You can: Expand on blog content Add intro, conclusion, etc. (you can reuse these for blog posts as well)
- But it’s not just about blogs. It’s an integrated experience across all your channels. Start with making a list of distribution channels and their content formats. Next see if it’s possible to use content from each distribution channel to make a bigger impact with your blog post (if it helps the blog, then it helps the ebook).
- Ask them to consider how they can simplify conversion funnel.
- Explain how the buyer’s journey just needs to be identified, like a blueprint of a house. This is a strong, helpful step that most overlook. If you do this don’t raise your hand. I’m not trying to call you out, but really take the time to do this. Not doing this is one of the biggest reasons most fail at content marketing.
- Slide about frustration
- Talk about how the customer is in the Pharm industry.
- Please use the form of a simple question for this section. ‘Why are xyz important?’ for example.