Strategic Content

MarketingStephen Morrissey

About Me:History: Communications officer in the USAF, project manager, business analyst, information architect

Day: user experience architect at Confluence

Night: blogger at Church Web Strategies

Rest: Cook, chauffeur, & referee for two tween girls

Break it downStrategic: Think about the end game. What do you want to accomplish and enumerate the steps you will take to get there.

Content: Produce items that make you switch from megaphone to telephone. Give away information and build relationships. Sell products and services.

Marketing: Get your brand in front of your customers, and keep it there because you are helping them.

StrategicFigure out what you need to do before you do it

Who is your audience? This means determining who is, but also who is not

Where are they? What platforms are your customers using?

When are they there? What time of day are your customers on computers or looking at their phones?

ContentWhat should you share with your audience

What will be helpful?

Encourage, engage, educate, awareness, promotions

What type of content?

Images, videos, articles, short snippets

MarketingTurn free advice into a future sale

Demonstrate you are a thought leader in your space

Give away advice and "how to" content, but sell your service

Builds your presence with great SEO / ranking power

ScheduleThe last piece is to create a schedule for your content marketing

Days/times for creating

Days/times for posting

Policy for responding to any comments

It is better to scale up than scale down

Example 1I want to help my existing customers stick to their "X" by offering encouragement when they wake up

Strategy: Encouraging message on social media

Content: Image (quote over photo w/ reference to website)

Marketing: Keeps existing customers moving forward & lets potential customers know you care after the sale

Schedule: 3x a week in the mornings

Example 2I want to establish myself as a leader in my space, boost search engine rankings, and drive sales for my service

Strategic: Educationally focused blog; also send to email list

Content: 500-600 word article, with links to a related service page

Marketing: Helps customers self-serve with smaller projects and keeps me in mind for larger tasks

Schedule: Blog published in late afternoon, email sent in the evening

No Example 3Those two examples would be enough to fill up anyone's week!

You run a business and have a lot on your plate.

If you insist on another example, let's talk over some coffee.

Questions? Contact Me!Stephen Morrissey

Twitter: @SBMorrissey or @ChurchWebStrats

Blog: www.ChurchWebStrategies.org

Email: stephen@churchwebstrategies.org