Duct Tape Marketing System and Community The Content

Content Drives the Journey

The publishing model Body of work Foundational Major themes (keywords) Editorial calendar

Total Content System Create a list of monthly Landmark Content Themes Develop your Content Delivery Platform Map all content to an editorial calendar and process

Sample theme list Jan – Referral Marketing Feb – Coaching and Consulting Mar – Sales and Lead d Conversion Apr – Online Integration May – Writing Jun – Strategic Partners Jul – Customer Experience Aug – Content Marketing Sep – High Tech, High Touch Oct – Growth Strategies Nov – Analytics and Conversion Dec – Personal Growth

Finding themes Brainstorm Google Keyword Planner BuzzSumo – find most shared

Buzz Sumo

JuneJulyAugSeptOctNov ThemeContent Marketing ReferralsStrategic Partners Building Authority Lead Conversion Advertising Blog2X4X2X4X2X4X Guest2X Podcast1X White Paper1X Ex Article/OE1X Case Studies LI article1X Curate1X Social MediaSee Social Plan G+ HO1X Content Plan & Editorial Calendar

Content powers the journey Awareness TrustEducationEngagementConversion Blog posts Events Advertising How to Reviews Testimonials Articles eBooks Demos Workshops FAQs Case studies Interviews Contests OPC Peers Trials Personalization

Content builds awareness Blog posts Events Advertising

Content builds trust How to content Reviews Testimonials Articles

Content educates eBooks Newsletter Workshops Demonstrations FAQs Survey data

Content creates engagement Automatic referrals and reviews Video success stories Video testimonial party

Other people’s content Custom RSS feeds Republish, Share, RT Curate Storify/Scoop.it

Content for referrals Invited content Co-branded content Sponsored content Curated content Incented content

Content is Culture!

The Content Workshop 3-5 hours with entire team Teach marketing strategy Create content plan Enlist the entire team

Editorial plan and goals Who owns plan The platform - mediums How to contribute Rules and guidelines – Training/collateral