C E RT I F I C AT E I N D I G I TA L M A R K E T I N G

Module 2:
Content Strategy
 CONTENT STRATEGY
Content is at the core of all marketing activity. In this course you learn how to plan your content marketing, how
to develop content that works well for your target audience, and how to measure its impact.
Lesson Topic
1 Plan Your Content
Strategy
2 Inbound Marketing
3 Create Content & Blog
Marketing
4 Distribute & Promote
Content
5 Optimize Website UX &
Landing Pages
6 Measure Impact
7 Jobs in Content
Marketing
Description
In this lesson, you learn how to plan and organize your content where a marketer should have a
message that to be communicated through great content.
In this lesson, you will learn about inbound marketing techniques, develop understanding of core
tactics and advance your skills as an inbound marketer,
In this lesson, you learn the power of storytelling, different frameworks you can use to tell
persuasive stories, and how to make the most of your content with curation and repurposing.
Great content has a few common components.
In this lesson, you learn how to promote and distribute your content, and how to keep it all
organized with a content calendar.
In this lesson, you learn how to apply UX design principles to your website, and how to
create and test landing pages where your website plays a crucial role in reaching your
marketing objectives.
In this lesson, you learn what metrics to consider and how to optimize your results where
measurement is key to the success of your content marketing.
In this lesson it describe what it’s like to be a Content Marketer and what skills recruiters look for in
the recruiting process.
Introduction

Content strategy refers

to the planning,
development, and
management of
content—written or in
other media.
Introduction

“Content is where we expect much of the real money

will be made on the Internet, just as it was in
broadcasting. The Internet also allows information
to be distributed worldwide at basically zero
marginal cost to the publisher. Opportunities are
remarkable and many companies are laying plans
to create content for the Internet.”
Bill Gates, Microsoft
Content is King, 1996
 Content marketing is a strategic marketing approach focused
on creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience — and,
ultimately, to drive profitable customer action.

“The technique of creating and distributing valuable and relevant

content to attract, acquire and engage a clearly defined target
audience – with the objective of driving profitable customer action.”
Joe Pulizzi the Content marketing Intitute
1. Plan Your Content Strategy
Determine Your Goals & KPIs:
Determine Your Goals & KPIs:
SMART goals- specific, measurable, achievable, relevant, timely.

• Specific – real numbers with real deadlines – who, what, where, why?
• Measureable – how will you track and analyze each achievement?
• Achievable – choose goals that are challenging, but possible.
• Relevant – check you have the resources to achieve your goals.
• Timely – when do you intend achieving your goal?
Content Marketing Should:
1.Go beyond conventional segmentation to
communicate directly and in a relevant way with
individuals.
2.Be planned and design to achieve specific customer-
focused objectives.
3.Be integrated with the entire
communications/promotional mix.
4.Be relevant, useful, findable, shareable, creative, and
fun.
The Purpose of Content Marketing
Content marketing is important because it answers your audience's questions.
With content marketing, you can build trust with your audience, improve
conversions, connect with your customers, and generate leads.
1. Attract new audiences to get to know your business. (To get visitor)
2. Increase confidence.
3. Encourage (invite) them to become customers / customers.
4. Creating a promoter or brand evangelist (customer loyalty)
2. Inbound Marketing
Inbound marketing –
strategy, reputation, and
tracking progress.

Visibility – getting found,

and why content matters.

Converting customers –
turning prospects into leads
and leads into customers.

Better decisions – picking

people, agencies, and
campaigns.
Inbound Marketing

Awareness Consideration Decision

Marketing methods by helping and

providing value that is contextual to the
needs of an audience buyer's journey
Why Inbound Marketing?

Broad Loyal
Relevant Long term
Competition Customers
• The • Your brand • Get loyal • Long term
competition becomes customers relationship
in digital relevant for
marketing is potential
very broad customers
Inbound vs Outbound Marketing
Inbound marketing is
about attracting potential
customers to your business
through earning—rather than
buying—their attention.

Outbound marketing is
about reaching out to potential
customers to convince them they
need your product or service.
Outbound marketing focuses on a
hard sales approach.
Inbound vs Outbound Marketing
Inbound Outbound
PRO
• High conversion rate • Wide coverage
• Minimal budget • Results can be seen
• Customer preferred
• Education

KONTRA
• Took a long time • Less targeted
• Prospects are limited, because they • Disturbing
are targeted • Short-term effects
What is Buyer Persona?
A buyer persona is a
research-based profile
that depicts a target
customer. Buyer personas
describe who your ideal
customers are, what their
days are like, the
challenges they face and
how they make decisions.
3. Create Content and Blog Marketing
Content creation is the Blog marketing is the process of reaching your
process of generating home business' target market through the use of
topic ideas that appeal to a blog.
your buyer persona,
creating written or
visual content around
those ideas, and making
that information
accessible to your
audience as a blog, video,
infographic, or other “5% of marketers say blog content creation is their
format. top inbound marketing priority.”
(HubSpot, 2018)
7 Steps to Design and Develop a successful Content
Marketing Strategy
What is Blog or Weblog?
A blog is a web site
that allows an author
to publish instantly
A blog is a web site from any Internet
that often provides connection. A blog can
commentary or news be interactive,
on a particular allowing the Blogger
subjects, such as and Subscriber to
food, politics, or local begin conversations or
news; some add information that is
functions as more published.
personal online
diaries.
History of Blogging
Difference between Blog and Website
BLOG WEBSITE
Interesting topics (digital magazines) Product, service, or company profile
Informal, varied, personal language Professional and formal
No need to be good at coding Understand coding
Content list / Dynamic update Static
Homepage article Catalogue
Rating Without rating
Time Posting No Time
Social Sharing / Interaction One-way
SEO Friendly Lack of SEO
Managed editorial / Team writer IT Expert / Expert Team Programmers
Examples of Blogging
4. Distribute & Promote Content
Content distribution is the
practice of publishing and
promoting content via
various media channels.
Content
Depending on the type of Distribution
content, the channel in
question and your
marketing goals, distributed
Content
content can be consumed Marketing
natively within a third-party
channel or to drive traffic to
an owned media property.
Content Distribution
Content Distribution
Content Distribution is the act of promoting content to online audiences in multiple media
formats through various channels.

These channels can be categorized into three groups:

•Owned Content Distribution: This includes distributing content to web properties that belong
to you, like your blog, email newsletter, social media, or microsite.

•Earned Content Distribution: This is when third-parties distribute your content or content
about you through press coverage, guest article contributions, retweets or shares, or product
reviews.

•Paid Content Distribution: This is when you explicitly pay for content distribution. Payment
could take many forms, but often works on a cost-per-click (CPC) model where the owner of
the content pays a certain amount every time someone clicks through to view the content.
Content Types of Distribution
Content Distribution
Creative content is an
umbrella term that's used to
describe the various forms of
enriched multimedia that
should form a core part of
your online presence and
marketing strategy.
Creative
Content
CONTENT DISTRIBUTION
Organic reach is the
number of people who
had an unpaid post from
your Page enter their
Media/ screen.
Placement
Results
Media placement is the Organic
method of placing your Reach
ad message using
the media, i.e. TV, radio,
magazines, newspapers,
banners, and so on.
A result (also called upshot) is
the final consequence of a
sequence of actions or events
Paid reach is the number Paid expressed qualitatively or
of people who had
a paid post from your Reach quantitatively.
Page enter their screen.
5. Optimize Website UX & Landing Page
UX Design Principles
How to Apply UX Design Principles
Landing Page
 A landing page is a web page
where visitors or guests land and
see your brand’s offerings. But, in
terms of advertising, it’s typically
a standalone page, which is not
the same as other site pages
including your homepage.

 Landing pages are a page on your

website that has a very specific
purpose, audience, and/or
message. It should be developed
to get the visitor to perform one
action, purchase something, sign
up, request info, download a PDF,
etc.
How to Create a Landing Pages
Here's a step-by-step checklist for how to create your landing
page:
1.Select a landing page template.
2.Give your landing page a name.
3.Add your unique content.
4.Include striking images.
5.Choose a relevant domain name.
6.Make sure all your links and CTAs are working.
7.Complete your meta description and SEO title.
8.Publish!
Test Landing Pages
A landing page's layout refers to the
way in which elements are arranged
on the screen.

You could A/B test your landing

page by putting copy to the left of
your main image on one version and
to the left on the other.

These might seem like simple

changes, but they can have a big
impact.
Two type of testing – A/B and Multivariate.
How to choose one?
• Both A/B and multivariate testing work well for increasing conversion rates on landing
pages. It’s important to select the right kind of test, and situational factors determine
which testing approach is right for you.

• A/B testing: When you test an entire landing experience against at least one other.

A/B testing is great for testing very different things against each other, such as a single-
page form against a 3-step form.

• Multivariate Testing (MVT): When you test many combinations of elements within a
single page — for example, many combinations of different headlines & images.

MVT is great for testing combinations of variables within a single page to identify the
most effective combinations.
6. Measure Impact
Measuring content marketing effectiveness can be as simple or as
complicated as you make it.

Don’t measure simply for the sake of having some number to present to your
management. If you aren’t certain what you should be measuring, ask
yourself these two questions:

• Do these metrics support my key goals?

• Can I act on these metrics (i.e., will they provide insight into how I can
improve my program)?

Unless you can answer “yes” to the questions above, you likely don’t need to
be collecting the data — at least at first.
Understand Your Objectives
7. Jobs in Content Marketing

 A content marketer is responsible for the planning, creating, and sharing

of valuable content to attract and convert prospects into customers, and
customers into repeat buyers. The type of content the content
marketer shares depends upon what he sells.

 A good content marketer also needs to be value focused and have an

eye for quality. They're not just listening to identify the pain points of
the audience, though. That top content marketer is empathetic, putting
themselves in the shoes of the audience and truly understanding their
needs.
The Anatomy of a Content Marketer
Content Marketing Skills
Experience and Education Required
Jobs Available
Jobs Available