1. CONTENT MARKETING
Jenni Beattie
APRIL 28, 2016

2. MY STORY

3. YOUR STORY
Your true north is growth

4. CONTENT MARKETING FOR CUSTOMER ACQUISITION

5. GOOD NEWS
Source: Neil Patel

6. BAD NEWS

7. CONTENT STRATEGY 101
Key Objectives
Key Personas
Online Listening / focus groups
Customer Journey and Relevant Content
Relevant Channels
Content Types (curated, user generated, branded)
Content Genres (brand, inspiration, informational)
Metrics
A Content marketing strategy is a statement of your business needs, your customers’ needs, and a roadmap for how to use content to connect them.

8. Customer Stage and Content Planning
Content Type Disseminated on Social Media
Imagining /Awareness
Targetted advertising on Facebook, Instagram, Google Adwords and Twitter, Sponsored Facebook posts, Media interviews/stories, media releases, Native Advertising (Outbrain)
Listening/ Consideration/Educate
Educational webinars, Videos, blog posts, Retargeting, Checklists, live Q &A on Facebook and Twitter, Infographic Retargeting, Ebooks
Asking/Selecting/Convince
Case Studies
Retargeting
Blog posts (outreach via other sites)
Periscope Twitter QandA (Livestreaming)
Reflection (advocacy)
Buyer Videos (user generated content)
Reviews and testimonials

9. KEY TIPS
Create the need for your product / Need to sell the need (and overcome the barriers)
Position your organisation as an expert/authority (blog, video, guest blog, comment…)
Influencer list creation
Power of a hashtag
Testing – SoBadSoGood – success story
Headlines, audit your social media platforms for best times to post, different types of content
Create compelling content then spend more time on distributing the content than creating it
Video (short form/long form/ a series)
Show Social Proof
Embedded rewards in your product to motivate users to spread the word
Building Viral Loops into your product – think Skype,

10. TOOLS
Content Creation: Stencil, Canva, Slidely, Animoto, Insta range of apps) Portent (content ideas) Google Keyword Research, Coschedule Headline Analyzer,
Content Curation: Feedly, BuzzSumo
Metrics: Iconosquare (Instagram), SocialBro/Audiences (Twitter) Insights (Facebook) Google Analytics, Unbounce (test landing pages)
Content Templates: The Content Marketing Institute
Ahrefs – backlinks
More:

11. EMOTION FUELS CONTENT – STORIES

12. CONTENT INTEGRATION – BIG PICTURE

13. 10 HEALTHCARE CONTENT TIPS