Mapping the journey: crafting a content

marketing strategy (continued)

Juan Vincent(2002211005)
Step 1. Set Your Mission and Your Goals
A content marketing mission statement outlines:
• Your target audience
• The content you’ll use to reach them
• The benefit they’ll get
To create a mission for your own business, try this formula:
• We provide [target audience] with [type of content] to help them [business
goals].
• While the mission statement covers what your audience will get from your
content marketing strategy, you also need to think about what your
business will get from it. That’s where your business goals come in.
Typical goals include:
• Improving revenue as a result of your content marketing strategy
• Making more sales and getting more high-quality leads, which will help you meet your revenue goals.
• Getting more traffic to your site, as the more traffic there is, the greater the possibilities for meeting your other
goals.
• Improving the perception of your business, so you gain influence and authority and are seen as a thought leader.
• SEO success, which leads to more traffic.
• Reduced marketing costs, as your content becomes more effective.
• Social media engagement, which can help with both traffic and authority.
• Once you know your goals, it’s time to move to the next step.
 Step 2. Establish Your KPIs
Typically, these will have specific numbers attached to them. For example, you might want to:
• Hit a certain revenue target within the month, quarter, or year.
• Get more signups for your lead magnet as a sign that you’re getting more high-quality leads
• Get a certain number of new email subscribers
• See an increase in site traffic and in engagement with your onsite content
• Improve the search ranking of some of your key pages to help boost traffic
• Get a certain number of mentions, shares, and comments for your pillar content
• Be invited to participate in certain key industry events
 Step 3. Know Your Audience
• Collect Demographic Data
The first step is to collect demographics on your visitors, email subscribers, and social media
followers.
Web analytics, social media analytics, and email subscriber analytics will give you the data you
need on your audience’s:
• Age
• Gender
• Education
• Income
Get Customer Feedback
To learn even more about your target audience, try collecting feedback
from your current customers. That’ll give you insights into:
• How they feel about the content you’re currently producing
• What their most urgent needs are
• How you can address their problems with your content
Getting the right customer feedback can help you:
• Understand your readers’ and subscribers’ priorities
• Decide on the best places to reach your customers (see step 9)
• Flesh out your buyer personas, which we’ll talk about next
Create Buyer Personas
When you know all this, you’ll have a better understanding of:
• The kind of content your audience will respond to
• How it will help them
• What will make them care about it
 Step 4. Assess Your Current Position
you’ll need to carry out a content audit. That means:
• Logging all the pieces of content, such as blog posts, guest posts, and so
on
• Assessing their usefulness or success
• Identifying the gaps
How to Log Your Content
It’s a URL crawler that will:
• List URLs
• Analyze page titles and descriptions
• Find duplicate pages
• Create sitemaps.
See How Your Content is Working
You’ll be looking for metrics like:
• Whether there are a lot of inbound links to the content
• What the search engine ranking is for keywords associated with that piece
of content
• If the content is widely shared
Identify Content Gaps
work out where there are gaps you can exploit. These might include:
• Keywords related to your niche that you’re not targeting with your content
• Questions your target audience is asking that you’re not answering
• Content that’s starting to rank well but could be improved, say to target
Google’s answer boxes. These are the boxes that appear above search
results and provide the answers to a specific question
Step 5. Figure Out the Best Content Channels

Analysis tool and type your domain name into the onscreen search box.
Press enter and you’ll see charts showing:
• Shares by network
• Shares by content type
• Shares by content length
• Top content in the past year
 Step 6. Decide on Content Types
How to Map Content to Social with Buzzsumo
• You can use the Buzzsumo tool mentioned above to map the types of blog posts you
want to create to the potential for social shares to boost engagement and reach.
• For example, OptinMonster readers really like how-to articles and lists. Click on a
content type and a network to see a list of your most shared articles for that metric.
• Of course, creating a successful content marketing strategy isn’t just about navel-
gazing to get stats on your own site. It’s also about seeing what other successful
content is out there that you can use for inspiration. Buzzsumo can help with this, too.
Step 7. Identify and Allocate Resources
everything you need to deliver on your content marketing strategy. That
involves answering questions like:
• Who’s in charge of producing and maintaining content?
• What human, physical or digital tools and resources do you need to create
the content?
• What will your publishing workflow look like, including content
scheduling?
• Who’s in Charge of Content Production?
One example of how this might look would be:
• The CEO or chief marketing officer has overall final approval over content and
content strategy.
• Your content marketing manager will be in charge of delivering on your content
marketing strategy on a day to day basis and will work with the content team.
• Individuals will create content, according to their expertise.
What Tools and Resources Do You Need?
Your content producers might include:
• In-house content creators
• Specialists in video creation, podcasting, or graphic design
• Freelancers
• Content Workflow
work out what your content production process is going to be. For example, for a typical blog post, you might
have to:
• Create an outline and have it approved
• Write the post
• Create accompanying images
• Send the post to the editor
• Make any changes
• Upload
• Publish
 Step 8. Create a Content Calendar
Find the Questions Your Customers Ask
• We mentioned earlier the need to create content around what your audience wants.
One way to find that out is to use Buzzsumo’s Question Analyzer or Answer the
Public.
• Type a topic into the Answer the Public search box, and you’ll get a list of questions
people have actually searched for on Google.
• Pick a question that seems relevant to your audience, decide on the type of content,
such as a blog post, and add a title to your calendar. Repeat the process till you have
planned out content for the next few months.
 Step 9. Create Content
Research Your Content
When you’re ready to write, you’ll need to find out :
• What’s already out there
• How your new content can add value for your audience
 Step 10. Distribute and Market
For example, you will likely:
• Set a schedule for sharing your content on social media, both immediately,
and through a drip campaign via a tool like Missalettr.
• Use email marketing to distribute your content to subscribers.
• Notify any influencers mentioned in your content to spread the word even
wider.
OptinMonster includes:
• A wide array of targeting features including page-level targeting, onsite
retargeting, and geo-location targeting
• The ability to grab visitors’ attention with targeted content just before they leave
your site with Exit-Intent® Technology
• Several ways to trigger content marketing campaigns,
by referrer, device, activity, and more
• Integrations with the major email marketing services
You can also use OptinMonster to:
• Deliver your lead magnet
• Direct new visitors to the most important parts of your site
• Engage visitors by showing them new content every time they land on
your site
 Step 11. Measure Results
To do this, you can:
• Check Google Analytics as described above to see how your content is
performing
• Measure social sharing activity via Buzzsumo and other social analytics
tools
• Look at OptinMonster’s conversion analytics dashboard to assess the
success of your marketing campaigns
Thank you Vary musch
Arigatou gozaimasu