On Point Content Creation

On Point Content Creation
How to Create and Execute a Content Strategy that Works

Sarah Tsai Jen Barnhart Inbound Marketing Manager >
Content Strategist

Why We Believe in Content
Help others achieve their dreams, and you will achieve yours. -Les Brown We believe in content for a lot of reasons. It helps build credibility with your target audience. It gives them resources to rely on to help them make decisions. It helps you get found online. It helps you convert web visitors to contacts. We like to say if you aren’t doing content or inbound marketing, you’re not doing digital. Content marketing and inbound marketing both have the same goal of pulling web visitors into your website instead of reaching out to them. Basically, you put content out there that will attract and convert your ideal customers. Since content is so important to your overall marketing effectiveness, we’d like to share our process for both creating a content strategy and carrying it out. In today’s workshop, we’re going to teach you about campaign planning to ensure you come up with solid content ideas and have the resources you need to come up with a plan that will get buy in from the whole company. Copyright, Cleriti, All rights reserved

Copyright, Cleriti, 2017. All rights reserved
How We Do Content Advanced Content Offer and Content Plan Buyer Persona Campaign Theme and Keywords of Focus At Cleriti, we’ve found that planning content on a quarterly basis is really helpful to ensure consistent content production and quality of work. Content works the best when you set a schedule, execute on time, and work within parameters you’ve set yourself to stay on track. In a nutshell, our process looks like this: Buyer persona → Campaign Theme → Keywords of Focus → Advanced Content Offer → Content Plan → Execution. For each step, we’ll explain how we do it, show you an example, and then let you do a bit of work on your own. Then, we’ll share our ideas and move on to the next step in the process. Copyright, Cleriti, All rights reserved

What’s a Buyer Persona? 5 mins max Planning great content starts with knowing who your ideal customer is. We say ideal because not all customers are going to be the right fit for your company. So how do you recognize your ideal customer and how do you plan content they will find helpful? Your ideal customer is the customer who provides the most value to your company: but remember value isn’t always measured in dollar amounts. The Buyer Persona Copyright, Cleriti, All rights reserved

Buyer Persona Personality Demographics A Day in the Life Goals & Objectives Industry & Responsibilities Work with Change Drivers Questions Objections Strategies A good buyer persona for your marketing captures the right tone and speaks the language of your audience. You’ll need to define (at minimum) the following: Personality Demographics Industry and Job Responsibilities A Day in Their Life Goals and Objectives Strategies in Place Who They Work Closely With Change Drivers Questions They’ll Ask Objections to Your Product/Service Copyright, Cleriti, All rights reserved

Meet Brent the CMO I’m an experienced marketer who has worked my way up from planning and execution to running a department. I need to evolve as consumers evolve and develop an overall effective marketing strategy — using inbound, content, digital, social, , and outbound marketing — to reach my audience for the best results. I’m a team player who likes to be involved in the production and implementation of the various strategies. My goal is to increase company revenue by aligning my sales and marketing departments. Brent is one of our buyer personas I’m an experienced marketer who has worked my way up from planning and execution to running a department. I need to evolve as consumers evolve and develop an overall effective marketing strategy — using inbound, content, digital, social, , and outbound marketing — to reach my audience for the best results. I’m a team player who likes to be involved in the production and implementation of the various strategies. My goal is to increase company revenue by aligning my sales and marketing departments. Copyright, Cleriti, All rights reserved

Activity: Create a Buyer Persona & 3 Pain Points Personality Demographics A Day in the Life Goals & Objectives Industry & Responsibilities Work with Change Drivers Questions Objections Strategies Activity: Come up with a buyer persona for your company and their 3 biggest pain points. You have 6 minutes. Copyright, Cleriti, All rights reserved

It’s time to move on to our campaign theme and keywords. Any content that provides help and an action plan is going to be the most engaging for your buyer persona. Based on the characteristics, traits and pain points your buyer persona has, it’s time to come up with an overall theme for your campaign that your content will revolve around. Focus your campaign theme on a challenge your persona faces. Most likely, they go online looking for answers, and your company has them. Your content should help them solve their problems so they begin to trust your company. Campaign Theme Copyright, Cleriti, All rights reserved

Campaign Theme Top Challenges Career Development Job Improvement
Your campaign theme should consider the following factors: Top Challenges Seasonal Trends Career Development Opportunities How to Do Something Better New Ways to Do Something Top Challenges Career Development Job Improvement Learn a New Method

Next, think of a relevant keyword for this theme that your buyer persona may use in their online search. Here’s an example of a campaign theme and keyword list for our Brent the CMO persona. Keywords Copyright, Cleriti, All rights reserved

Campaign Theme Keywords Aligning Sales and Marketing Teams
Marketing and sales Marketing and sales agreement Marketing and sales alignment Marketing and sales strategy Sales and marketing teams Sales and marketing basics Marketing and sales disconnect Aligning Sales and Marketing to Generate ROI Aligning Sales and Marketing Teams

Content Marketing Content marketing Content marketing workshops Cincinnati Content marketing help How to get started with content marketing Here’s another example. If you’re all online searching for content marketing help, you may be looking for things like “content marketing workshops cincinnati” “content marketing help” “How to get started with content marketing.” If I were a company offering content marketing help, I’d use those content marketing keywords so you would find us. Copyright, Cleriti, All rights reserved

Activity: Campaign Theme, 1 Broad Keyword, 3 Long-Tail Keywords
Content marketing Content marketing workshops Cincinnati Content marketing help How to get started with content marketing For this next activity, pick a campaign theme that would resonate with your buyer persona. Then, come up with one broad keyword (i.e. content marketing; inbound marketing), and 3 long-tail keywords (i.e. “content marketing workshops cincinnati”). You have 3 minutes — Go! Copyright, Cleriti, All rights reserved

Advanced Content Offer
Advanced Content Offer: 3 mins The advanced content offer you create for your defined buyer persona(s) will be the center of your campaign strategy and will be used to generate leads at the top of your inbound marketing funnel. The goal is to create a resource (whitepaper, eBook, etc.) that’s valuable enough to your persona to gate it. What does “gate” mean? Put it behind a landing page with a form. Any visitors who is lead to this landing page from your blogs, social media, searches, etc., will have to fill out a form and give your their contact information to access it. So the offer has to be realllllly alluring and relevant. All content and topics you cover over a three-month duration will lead into the subject that your advanced content covers. When naming your offer, be sure that it includes a long-tail keyword that will be included in your campaign. Advanced Content Offer Copyright, Cleriti, All rights reserved

Advanced Content Offer Mediums eBooks Whitepapers Guides Webinars Video Tutorials Podcast Series Online Courses Online Quizzes or Assessments Types of Advanced Content to Offer Your Prospects: eBook, Whitepaper, Guide, Webinar, Video Tutorials, Podcast Series, Online Courses, Online quizzes and assessments Copyright, Cleriti, All rights reserved

Activity: Advanced Content & Title Options
eBooks Whitepapers Guides Webinars Video Tutorials Podcast Series Online Courses Online Quizzes or Assessments Activity: 3 mins Come up with an advance content medium and 2 title options for your buyer persona that addresses one of their 3 pain points. Copyright, Cleriti, All rights reserved

Your blog content plan will be your holy grail to look back on every week to ensure your campaign stays on track. This plan will detail every blog post you want to publish over the next 3 months. Each post must be relevant to your theme and advanced content offer, as each of them will have a call to action leading to the landing page where visitors can download your offer. Content Plan Copyright, Cleriti, All rights reserved

Content Plan Check out part of our content plan for Brent the CMO. It has the title, meta description, author, length, persona, campaign name, offer title, writing/review date, publish date — all to keep you on track. We have buffer between the writing/review date and publishing date to provide time for edits.

Content Planning Guidelines
Campaign Keywords Related Titles to Advanced Content Offer Outline 13 Blog Titles Write Search Meta Include the Latest Research and Trends Here are some basic guidelines for creating an awesome content plan that’s in line with your campaign: Refer to the list of campaign keywords you previously created Each title should relate to the topic covered in your advanced content offer Outline 13 blog post titles (one knowledge-rich post per week for 3 months). Try a blog title generator for ideas: Write search meta descriptions that will help people find each post and get an abstract view (These should be no more than 150 characters and should include a keyword) Only work two weeks ahead of time on writing to include the latest research and trends. Go to your buyer persona’s “watering holes” for inspiration on what articles they like to read and what topics might be of interest. For Brent the CMO, we could go to cmo.com to learn what pain points are being talked about a lot and get inspiration for blog titles. Copyright, Cleriti, All rights reserved

Activity: Blog Titles and Descriptions
Activity: 4 mins Brainstorm 1 or 2 blog titles and a short sentence description for each.

QUESTIONS? 15 minutes

That’s How We Do Content
Advanced Content Offer and Content Plan Buyer Persona Campaign Theme and Keywords of Focus And that’s how we do content planning. We start with the buyer person, research our campaign theme and keywords based on pain points, and develop relevant and useful content our persona will find helpful a quarter at a time. We can’t cover every aspect of content planning in a 90 minute workshop. For instance, how do you get your blogs written? Who should design your eBook? What’s your social media strategy to amplify all of this content? Don’t worry! We’ve got you covered in our campaign planning workbook with templates, tips and the tools we use to plan, create and execute quarterly content campaigns. Copyright, Cleriti, All rights reserved

Sign Up for a Copy of Our Workbook
Write your name and on our sign up sheet to receive our workbook. Please join us again on January 31, 2017 for a workshop on tools and tips to execute and measure your content marketing with Andrew Rogers! In the next workshop, we’ll cover how to execute, optimize, and track your content. You’ll get the downlow on tools we love, tactics that work, and the metrics that matter. Join us again on the 31st to cap off Content Marketing Month and get the rest of the info you need for a stellar content marketing program. @andrewrogersROI

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