digital strategy guide 2014: part 3 content marketing
DESCRIPTION
In part 3 of our Digital Strategy Guide we give you the information required to start your own Content Marketing Strategy. Begin your journey today!TRANSCRIPT
Digital Strategy Guide for 2014
Part 3 – Content Marketing
Content Marketing to• Increase brand awareness• Educate customers• Drive traffic to your website • Help to convert traffic into sales
Develop Buyer Personas• Demographics of persona• What is their job / role?• What are their needs?• What problems can you solve for them?
Create Goals• X amount of time spent on a page• Enquiry form submitted• Video plays• Referral traffic from page
Current Performance • What content is currently aiding conversions • If there is content that is causing a high bounce rate• The level of engagement with content topics• What content is getting shared on social media
Keyword Research• Research keywords to help content be found• Use keywords that personas will be searching for• Develop a list to be used in text and Meta Data
Review Competitors• Resource areas• News• Blogs• Multimedia – slides, video content and Images
Brainstorm Ideas• Text• Video• Photography• Infographics• Technical reports
Create a Schedule• Assign authors• Create a 3-6 month plan• Give deadlines for content
Add SEO• Keywords in the body of the text• SEO titles use relevant keywords• Meta description written to attract viewers
Content Promotion• Social media• Email marketing• Advertising – Adwords, Facebook, LinkedIn, Twitter
Reporting• Report on your main KPIs• Review traffic generated• Analyse conversions and assisted conversions
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