1. Foundational Marketing: Content Marketing

2. 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

3. What is Content marketing?

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

5. 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

6. 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

7. 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

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

9. 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