Foundational Marketing: Content Marketing

Foundational Marketing Topics Buyer personas & best clients The buyer’s journey Competitive differentiators Value propositions and elevator pitches How to tell your story Content marketing Advocacy Build your marketing plan

What is Content marketing?

Content for every stage Have content for every stage of the buyer’s journey Advocacy Renew Expand Purchase $ Evaluate Explore

Content for every stage Advocacy Renew Expand Purchase $ Evaluate Explore Website SEO Infographics PowerPoint presentations Website content Social media Blogs Solution data sheets ROI tools Whitepapers or eBooks Testimonials Newsletters Animated videos On-demand webinars Case studies Success stories Comparison guides Interviews Content Syndication Video demos Offers and incentives

How to get started Take inventory of your content Evaluate each items relevance and usability Associate each item to a stage of buyer’s journey Persona 1 Persona 2 Persona 3 Persona 4

Fill content gaps Understand what’s important to your clients Ask for recommendations Can you repurpose content you already own? Deliver value at each stage of the buyer’s journey Quality of content = quality of the experience

Where to get content Through Microsoft Write your own Other partners Search engines or social media Content creation agencies Repurposing content

Review Use content to nurture prospects along the journey Need content for each stage and persona Content takes many forms Demonstrate thought leadership, expertise, successes Identify current content assets Repurpose, develop or acquire to fill gaps