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1. CONTENT MARKETING

2. CONTENT Marketing CONCEPTS AND STRATEGY Content Marketing Content Intent Topical and Evergreen Content Content Marketing Strategy

3. CONTENT MARKETING

4. The internet is simply a means to navigate content, words, text, opinions, images, and videos. Content marketing is an opportunity for organizations to create the type of content that people want. It can be seen as a strategic way to create content with the aim of building brands and educating customers to the benefits of your products and services. Content marketing drives valuable search traffic and email and social media engagement to increase the number of valuable actions taken by your target audience. It begins a relationship, a familiarity and trust as you repeatedly show up when people search online for information or just to be entertained. CONTENT MARKETING What is it?

5. CONTENT MARKETING Benefits Grow awareness of your brand or business Recruit advocates of your brand Increase and improve search engine rankings, or SEO Generate new business leads, nurture sales prospects, and convert customers Enhance understanding of your business proposition

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10. Content Marketing Concepts and Strategy Matching the benefits of content marketing to your business objectives will help you form a content marketing plan that’s right for your business. Always make sure your content has a clear intention on what you are aiming for it to achieve. Content that lacks intention will be easily spotted by customers! There are two main types of content: topical and evergreen. A good content mix should factor in both types of content. A content marketing strategy is an ever-evolving plan that outlines your content marketing goals and target audience. It sets out the objectives and scope of your project.

11. Developing a Content Marketing Plan Content Goals Buyer Personas Walkthrough: DMI Persona Builder

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17. Walkthrough: DMI Persona Builder Create target personas using the DMI Persona Builder. To do this, complete the following sections : Company information Sales cycles Tools and access Demographics Interests and personal habits Media habits Buyer behavior Decision Build out your four priority target personas. Then use the summary matrix to discover how they rate against each other, and which ones you should focus on.

18. Developing a Content Marketing Plan Making sure content is aligned to your overall business goals will ultimately help drive your commercial message. Key goals are: Awareness, Consideration, Conversion, Affinity, and Advocacy. Developing customer personas helps with targeting, format, and discovery. Bear in mind objectives, location, demographic, job details, platform, devices, purchase behaviors , and interests.

19. Using content research to find opportunities Social Listening Walkthrough: Sparktoro Content Insights Competitor Analysis Walkthrough: Google Alerts Content Topics Walkthrough: Keyword Research for Content Ideas Brand Storytelling Defining Your Personality

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22. Walkthrough: Sparktoro Content Insights Use SparkToro to find out what type of content resonates with your audience. Step 1: In the dashboard, select an option from the drop-down menu (for example, “My audience frequently talks about”). Step 2: Enter a few keywords. Step 3: Click Search. SparkToro then provides interesting information about your chosen audience. It can reveal: The size of this audience The hashtags they use The top phrases used in their bios What social accounts they are engaging with What websites they are on What podcasts they listen to What YouTube channels they watch

23. COMPETITOR ANALYSIS

24. Whether you're a B2C brand or a B2B organization, looking at what your competitors are doing is a hugely beneficial way for you to understand what kind of content audiences are interacting with out on the web. Get into the habit of regularly checking out your competitor's social media, website, and email activities to see how they're using content in their channels. COMPETITOR ANALYSIS The value of competitor monitoring

25. COMPETITOR ANALYSIS Key considerations What is their content development schedule? How is their customer feedback from and to customers? How do their search engine rankings look? Are they making use of back links? Is their website optimized? How is their social following? Are they connecting with influences or ambassadors? What's their tone of voice and does it work well? What new formats and channels are they using?

26. COMPETITOR ANALYSIS Competitor analysis tools TweetDeck TweetReach BuzzSumo Google Alert SparkToro There are some great tools out there to help you and your social listening and competitor content analysis. Fanpage Karma

27. Walkthrough: GOOGLE ALERTS Stay on top of brand mentions, competitor mentions, and updates in your industry by using Google Alerts. Do a Google search for “google alerts” and navigate to the Google Alerts homepage. Enter an alert in the Create an alert about… field (for example, enter the words “digital marketing”). Select Show options and choose how often you want to receive alerts, your preferred source, language, and region, where alerts should be delivered, and so on. Click Create Alert to create the alert. You will receive an email summary of your mentions in due course.

28. CONTENT TOPICS

29. Before you set out to create your content topics, it's important to do your research to make sure that the content you're creating is right for your audience. The first place to start is keyword research . Keyword research helps guide your content development. Content marketers can look at the things that people are searching for and the questions that they ask Google. You can then create the content for your website that people are actively looking for, so when they search, your website shows up. CONTENT TOPICS Keyword research

30. Get the right kind of visitors to your site by creating the content people are actually searching for. Identify keywords that have high search volume, helping you to create content that pulls more visitors and potential customers to your website. Identify content gaps on your website by comparing new keyword topics to your existing content topics. Provide unbiased statistical rationale for creating your content themes. Identify new opportunities and stay fresh by using emerging themes and trends based on what people are searching for. CONTENT TOPICS Keyword research

31. CONTENT TOPICS Keyword research Pick a topic. Brainstorm ideas about the topic. Enter your keyword ideas into an SEO keyword tool, and find related keywords that people are searching for. Prioritize keywords in the list in terms of how important these topics are to your business and goals. Focus on writing topics and creating content around your list of priority keywords.

32. A creative brief is an important aid to getting your content marketing right from the beginning. It will allow you to identify the most important insights and understandings that will inform your creative outputs. You can get insights for your content from the different types of research that you've been doing for your strategy on personas, competitors, and the general industry landscape and keywords. CONTENT TOPICS The creative brief

33. CONTENT TOPICS Benefits of a creative brief Develop a better understanding of your audience, goals, and campaign idea. Tease out the nuances of the campaign. Develop consistent engaging messaging across all channels and formats. Use time with writers and designers more efficiently. Use your budget more efficiently by minimizing the number of amendments and rebriefs .

34. CONTENT TOPICS The creative brief – key steps What is the campaign idea, and what are you hoping to achieve with your campaign? What do you want the audience to do or feel when they see the campaign? Describe your audience, i.e., buyer personas. What's your brand personality and story? What channels will be used in the campaign? What are the formats and sizes required? What's the budget? What's the deadline? Are there other mandatory elements to be included like logo or legal disclaimer, etc.?

35. Walkthrough: Keyword Research for Content Ideas To get content ideas: Anticipate the type of questions your consumers ask Google. Create the content that answers these questions. Position your product as the solution. You can use Moz to conduct keyword research: In Moz , navigate to Moz Pro and then Keyword Explorer . Enter a keyword. Click Analyze . The monthly volume, difficulty, organic CTR, and priority are revealed for that keyword. In the Keyword Suggestions area, select See all suggestions in relation to your chosen keyword. A list of all keyword suggestions is revealed – this gives you an idea of what people are actively searching for. Adjust the search volume, so your data gets a minimum number of searches per month. In the Display keyword suggestions that drop-down menu, select are questions and adjust the search volume. A list of questions that relate to your keyword appears. Analyze the list and look for interesting content topics. Fill your website with this content so when people search, you are likely to show up as the solution to their query. Repurpose your content and share on social media and email.

36. BRAND STORYTELLING

37. What exactly is a brand? For companies and organizations, your brand is many things. It can be: The commercial and the non-commercial actions you do as a company The stories your customers and communities create around your mission Your customer service and how you relate to your customers The experiences every single person has with your company, in every channel The image and style associated with your company BRAND STORYTELLING What is a brand?

38. Brand storytelling is a marketing competency that drives engagement at an emotional level. This results in improved business performance through communicating engaging and memorable stories about your business with your target audience. It's a way of connecting with people who share your values and your beliefs and builds a personality for your company. It invites others into your community and embraces them in an authentic way. Stories are up to 22 times more memorable than facts and figures. Storytelling is a very powerful tool for creating meaningful, relatable engagement with your audience. BRAND STORYTELLING What is brand storytelling?

39. BRAND STORYTELLING What is brand storytelling? It helps your credibility It will support you in any times of crisis It will highlight your authenticity

40. BRAND STORYTELLING Key considerations for great content Know who you are Understand your goals Find your story Identify your audience's knowledge level Map your story elements to the personas you researched Craft your story Share your story Engage with your communities

41. BRAND STORYTELLING Key considerations for identifying your brand's story Focus on the audience and their needs. Stick to a single message in the narrative. Use facts appropriately. Develop dramatic tension in your ‘plot’ where possible, like: what's next, and how will it end? Create characters in the story who reflect your audience. Structure your story, so that it's easier to understand.

42. DEFINING YOUR PERSONALITY

43. Every company or business has a brand personality. People don't like thinking of brands as cold, unfriendly businesses. They like to see brands as people with a story to tell, and certainly having the why behind what you're selling and being able to act with authenticity and a personality will help you resonate with consumers. DEFINING YOUR PERSONALITY Brand personality

44. Functional Purely fact-based content that's not very emotive. It is a strong driver of action-based content and is directly related to the business or brand. It's the hard sell. It includes announcements or news items. DEFINING YOUR PERSONALITY Categories Emotional The realm where you tap into the human experience and show a personality that allows consumers to relate to your business. It includes user testimonials and information about how your brand or product benefits your customers. Essential The absolute bare minimum amount of information that a consumer needs to know about what you're selling. It includes things like prices or contact information, which people will need to help them make a decision to buy.

45. Using Content Research to Find Opportunities Social listening is finding out what people think about a brand, product, or topic. It can define good content, spot gaps, identify risks, and avoid content clashes. Looking at what your competitors are doing is a hugely beneficial way for you to understand what kind of content audiences are interacting with out on the web! You need to conduct keywork research when defining content topics. A creative brief guides you when creating your content Brand purpose and brand storytelling help drive content engagement. People don't like thinking of brands as cold, unfriendly businesses. Functional, emotional, and essential content all help fill out your brand personality.

46. Creating and curating content Content Creation Content Types Content Curation Walkthrough: LinkedIn Company Page Content Curation Content Repurposing Content Personalization Content Calendars Content Platforms

47. CONTENT CREATION

48. When you've completed your research, developed personas, defined your brand personality, and written your creative brief, it's time to turn these insights into content. Content creation is a process of generating varying formats of collateral that serve the needs of your content strategy objectives. They will serve these objectives and amplify your brand personality by engaging your buyer personas in a way that helps build your brand or company's authority and creditability, and is useful for connecting your target audience with your brand or business. CONTENT CREATION

49. CONTENT CREATION Creative process Think about and absorb the research and information you've gained. Brainstorm some ideas and identify themes. Take a break and do something else. Leave the idea alone for a while. Create prototypes where possible to explore and test your content in its simplest form before investing any more time in it. Return to your idea and critique or validate it in terms of your objectives, audience, and strategy. Create your content.

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55. Walkthrough: LINKEDIN COMPANY PAGE CONTENT CURATION You can use LinkedIn’s content curation feature to share content from your company page: On your company page, navigate to the Content section. In the Industry area, select the industry, location, and job function you want to get results from. Review the content topics that appear. Share topics from your page by clicking the Share button beside each topic.

56. CONTENT REPURPOSING

57. You can repurpose content into different formats to maximize its use. Repurposing it means you adapt it or break it up to use for another purpose, such as taking an infographic and turning it into a number of individual images, each of which could be used in single social media posts or added to an email. CONTENT REPURPOSING

58. CONTENT REPURPOSING Benefits Saves time Cost-effective Efficient Reinforces the message

59. CONTENT REPURPOSING Considerations Be aware of video aspect ratios and length requirements. Understand what works best on different platforms. Aim to keep the content on-brand when using templates. Stagger content publishing for different times and days. Be aware of how text descriptions vary across platforms.

60. CONTENT PERSONALIZATION

61. Content personalization is a powerful process of using different content at different stages of the buying process to be fully relevant to the right user at the right time. It is especially relevant to B2B organizations where the buying process is longer or more complicated and deals tend to happen between individuals and companies. Personalizing content to the individual buyers and stakeholders is essential. CONTENT PERSONALIZATION

62. CONTENT PERSONALIZATION Benefits Target the right people in the relevant platforms and in the right context Improve brand affinity across platforms Increase your conversion rates

63. Research Do your research around your audience segments and understand their consumer journey. Make sure you're leveraging as much consumer data as possible. Are they on your website? Have they looked at a newsletter that you've sent them? CONTENT PERSONALIZATION Personal touch Target Target your messaging. Make sure you're getting them on the right platforms, the right channels at the right time and with the appropriate message. Measure and analyze Make sure to measure and analyze what you do.

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65. CONTENT PLATFORMS

66. CONTENT PLATFORMS Think carefully about how content will appear on different platforms and social media channels in terms of formats and messaging. Audiences can vary across platforms and people react to and engage with content in different ways. Think about the formats and tone you use – a long blog post with video snippets might not work well in an email newsletter.

67. Creating and Curating Content Content creation is a process of generating varying formats of collateral that serve the needs of your content strategy objectives. Be guided by audience, competitor, and keyword research Be aware of the various advantages and limitations of using a variety of content types and formats. Content curation is a great way to appear less promotional and generate goodwill. Aggregation, distillation, mashups, and chronology are types of curated content. Repurpose content to reach new audiences and extend the lifespan of your content. Content personalization maximizes the return on your creation efforts, as it’s tailored to potential and existing customers at their specific stage of the customer journey. Content calendars are an essential tool to avoid missing important dates, focusing on your message, and over-spamming one channel over another. But remember to align your calendar with business activities!

68. Publishing and distributing content Content Seeding Content Scheduling Content Promotion Community Management

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71. CONTENT SCHEDULING

72. Native scheduling This is a method of publishing content that uses a social platform's own upload function. For example, Twitter Studio, or Facebook Publishing Tools. CONTENT SCHEDULING Types of scheduling Third-party applications Tools like Buffer, Hootsuite, and Sprout Social are used by validating logins for your platforms and scheduling or spreading content across multiple platforms through the single hub.

73. Time efficient Cross-posting CONTENT SCHEDULING Benefits

74. CONTENT PROMOTION

75. Content promotion is defined as the strategic approach to getting your content seen by a wider audience than your immediate own channels. This applies to both the earned and paid space. CONTENT PROMOTION What is it?

76. Paid media and advertising Influencer marketing Affiliate marketing Paid content promotion campaigns, such as LinkedIn, Instagram, Facebook, Twitter, and so on. Consider the benefits of using influencers , co-create content with influencers, understand how to measure influencer marketing, and guideline compliance as well as influencer contract considerations. Includes paid third-party blogs or publications that produce content that drives engagement with your brand and traffic to your website. Usually paid as a commission per lead or a percentage of the sale value. CONTENT PROMOTION Paid methods

77. Owned media channels Hashtags and tagging Guest blogging and takeovers Interviews or Q&A Your website and your blog, your email list, your company's social media channels. These allow you to join conversations or categorize your content relevant to your audience and theme. Extend the reach of your content by writing a piece for another publication, company, or influencer. Interviews conducted on the basis of outreach or a press release can promote your content to a wider audience and be repurposed in many ways. CONTENT PROMOTION Unpaid methods

78. COMMUNITY MANAGEMENT

79. Community management is the stage that comes after content has been published. It involves engaging with and handling complaints or feedback on your content, brand, and organization to drive better customer relationships. COMMUNITY MANAGEMENT An important complement

80. COMMUNITY MANAGEMENT Why is it important? Manage negative experiences and turn them into positive solutions. Respond to business queries and help drive sales, leads, and conversions. Gain insights about your business from real people in real time. Find opportunities to network with like-minded businesses or influencers. Drive new sales and repeat business.

81. How do you do this? Use social listening to pay attention to what people are saying to you about you and to others online. You might be surprised when and where people will engage with you and spark a relationship. A small comment in an Instagram post could lead to someone becoming an eventual brand ambassador. COMMUNITY MANAGEMENT Methods

82. Publishing and Distributing Content Content seeding allows your content to reach a much wider audience, drives more traffic to your site, and ultimately generates more leads and conversions. Content scheduling is the method by which content is uploaded for future publishing. There are two main methods for content scheduling: native and third party. Content promotion is a great way to get your content seen by a wider audience and can be done through a number of methods: influencers, guest blogging, tagging, affiliate and marketing, and media partnerships. Community management is essentially the customer service aspect that can arise from the content you seed. It’s an important consideration in resourcing in your overall content marketing plan

83. Metrics and content marketing Content Marketing KPI Measurement Campaign Metrics Analyzing Content Performance

84. CONTENT MARKETING KPI MEASUREMENT

85. CONTENT MARKETING KPI MEASUREMENT Benefits of measuring content Justify spend and resource allocation. Provide learnings for future campaigns. Unearth unexpected insights. Create a valuable roadmap on how to produce a content strategy. Clarify topics and themes that resonate with an audience.

86. CAMPAIGN METRICS

87. CAMPAIGN METRICS Engagement Conversion

88. CAMPAIGN METRICS Engagement metrics Higher average time on site, reduced bounce rates Increased numbers of returning visitors More pages viewed per session Scroll depth, for example, 50% of users get to the end of a blog Growth in discovery through organic search or social visitors Increased number of people searching for your brand Higher channel engagement metrics

89. CAMPAIGN METRICS Conversion metrics Higher number of goals achieved Increased conversion rate Shorter path to purchase Reduced cost per sale or lead

90. ANALYZING CONTENT PERFORMANCE

91. Begin with your objective Choose the appropriate metric set Look for changes Was it an awareness or conversion objective? Choose one to report on your campaign. Examine these metrics before the campaign started, during the campaign itself, and after the campaign has concluded, to see if there are changes. ANALYZING CONTENT PERFORMANCE Choosing metrics

92. ANALYZING CONTENT PERFORMANCE Steps to derive insights Choose the metrics you want to measure. Group the metrics for your themes and formats together. Examine the performance of the content. Examine the elements to see what worked best. Dig deeper for insights. Examine the times to see when content performs best.

93. ANALYZING CONTENT PERFORMANCE Determining return on investment (ROI) Look at the weeks prior to your campaign and set benchmark metrics. Subtract benchmark metrics from campaign metrics to see the increase. Divide the campaign spend by the increased metrics. Determine the value. Use simple language when creating metrics for non-analysts.

94. ANALYZING CONTENT PERFORMANCE Presenting the findings All content that was produced and the cost and campaign metrics associated with these costs Overall performance versus KPI or objective What worked, headlines, channels, times of day. Show the metrics and anything else that's relevant What was less effective, for example, formats, messaging, and so on A summary of the insights you've derived from the data Recommendations for the next campaign based on the data

95. Metrics and Content Marketing Performance Measuring the success of your content marketing efforts shows the value of your work in terms of how it has achieved KPIs you've set for the activity. When measuring how successful your content marketing campaign has been, you need to measure engagement metrics and conversion metrics. When analyzing content performance, first consider your objective (awareness or conversion). Then look for change in the metrics to derive insights. And finally determine the return on investment (ROI).

96. Enhancing Your Creativity Generating New Ideas Removing Barriers to Creativity Persevering When Your Ideas Fail

97. Generating New Ideas

98. Thinking creatively is an invaluable skill in today’s workplace. It can lead to the development of new products and services, and optimizing business processes. It can lead to marketing campaigns that stand out and really catch the customer’s attention. And, down the line, it can lead to business growth and increased revenues. Generating New Ideas

99. Creative thinking doesn’t happen by accident, and it doesn’t occur in a vacuum. It’s a skill that needs to be consciously applied, honed, and practiced . It can reveal effective and innovative solutions to various types of problems, from marketing communications to operational roadblocks, and it can generate new ideas. Generating New Ideas

100. Prepare Incubate Illuminate Verify Practice Generating New Ideas Five-stage creation process

101. Prepare Incubate Illuminate Verify Research the problem. Review solutions to similar problems. Learn about your audience. Practice Generating New Ideas Five-stage creation process Write down your goals and findings. Read it, take a break to do something else, then come back and review. Write your idea down. Remember the mantra, ‘write it straight, then write it great’. Once you’ve safely written it down, leave it alone. Sense check your idea and verify that it is the correct approach. Critically assess whether it satisfies all elements of the problem you are solving. Use the five-stage process to generate ideas. Practice helps you to discount poor ideas early on and save time. Practice also helps to naturalize creativity in your thinking.

102. Removing Barriers to Creativity

103. Successful creative thinking requires you to be aware of the barriers which may weaken your creativity, and prevent you from coming up with innovative ideas and finding great new solutions to problems. The most common barriers to creativity are fear of failure and relying too much on old ideas and established ways of thinking. Removing Barriers to Creativity

104. To eliminate barriers to creativity: Challenge your biases and preconceptions . Use different thought processes to generate solutions. Avoid ‘Functional Fixity’. Change your daily routine. Change the order in which you tackle work. Take creative risks. Removing Barriers to Creativity

105. Persevering When Your Ideas Fail

106. Persevering When Your Ideas Fail Stop and pause. Compose yourself. Refocus your thinking. See objections as requests for more information. Empathize with the person who rejected your idea. Respond using facts and hard data. Explain your reasoning using the word ‘because’. Wrap up the discussion with a motivated response to find a solution. Wrap up the discussion with a motivated response to find a solution

107. Enhancing Your Creativity Thinking creatively is an invaluable skill in today’s workplace. Thinking creatively can reveal effective and innovative solutions to various types of problems. You can use a five-stage creative process to enhance your creative thinking. The most common barriers to creativity are fear of failure, and relying too much on old ideas and established ways of thinking. When an idea is rejected, use all your powers of creative thinking and try to find a better solution that solves your original problem and is acceptable to everyone.