Published on April 26, 2014
Presented by Amanda Collins grammardocs.com • @grammardocs
My experience in content marketing: • Developed and implemented complete strategies for Prescott College and ASU College of Education • Work with top companies on their strategic content marketing, including: Awards • Websites • Articles • Blogs • Newsletters • Social Media • Bios • Advertising • Presentations • 30- second commercials • Coach clients on reaching their target markets to GET RESULTS!
Our Goal To push your target market through the sales funnel with excellent content that resonates at each touch point.
What is YOUR goal? Determine what you want to get out of your marketing. • Sales? • Brand awareness?
Before You Start You MUST define your target market. • It must be specific. • Create personas and give these people names; make them real!
Before You Start Get a clear handle on your USP. • This, combined with your target market, is the basis of your solid content-marketing strategy.
Outline Your Sales Cycle • How long does it take? • What do you do at each step? • How much does it cost (time, money)? • Does it change depending on…?
Create Your Touch Points While your approach is unique to your company, each touch point needs to push customers through your funnel. What do you want people to do/feel?
Example of Pieces in Content-Marketing Strategy • Business card • 30-second commercial • Follow-up (there are multiples of this!) • Email marketing • Social media • Website • 1-1s • Proposal • Cards and phone calls • Public relations
These are the keys to success, no matter what you are writing: • Social Media • Blogs • Articles • Newsletters • Public Relations
Social Media • Post at least three times a week • Break up your posts into 1/3s: • Direct sales (include call to action) • Education (blogs, did you know) • ―Other‖ Keep your brand consistent and always engage your audience!
Blogging • Choose four broad topics • Choose three subtopics • Write 300–800 words • Post once a week (or more!) • Include engaging pictures • Post across multiple social media platforms and use in newsletters
Articles • Typically 1,000+ words • Share something very educational and engaging • Use headers and breaks to keep readers interested and moving forward Post in ezinearticles.com, industry publications, or even print magazines
Newsletters • Send no more than one a month to each targeted group • Include no more than four sections and 1–2 calls to action • Create catchy subject lines so that readers will want to open Shoot for an opening of 25%+; the average is 10–15%.
Public Relations • Use HARO: helpareporter.com • Press releases are not selling or marketing; they share something editors want to read — and you come in as an expert • Plan to send something at least quarterly
Write Down Your Plan and Implement! Consistency is key to success. If you write down your content-marketing plan — and then follow it every time — you will notice that your goals become your reality!
Amanda Collins The Grammar Doctors 480-518-4462 grammardocs.com Follow grammardocs on Facebook, Twitter, Pinterest, LinkedIn, Google+, & YouTube Questions & Feedback Let us help you create your unique content-marketing plan through our three-step process: Triage • Diagnose • Treat
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