Stand Out Content
Introducing a content marketing plan
Defining your marketing strategy means you will have a powerful way to draw attention to yourself and differentiate yourself. To get there, we need to ask ourselves why we’re sought after by our best clients, and how can we show this magnetism in our marketing. How do we present ourselves to the world so opportunities flock to us and potential stakeholders, partners and clients start “falling in love” with us?
Why content marketing is important to CEOs and business leaders:
Unlike other lead generation strategies, content marketing gives to prospects, instead of asking them for something. For B2B marketers, content marketing is a long term approach which improves your brands visibility and perception online, and helps you develop and nurture a stronger relationship with your clients, because they feel you understand them more.
Year on year, unique site traffic growth is 7.8 times higher for content marketing leaders - 19.7% vs 2.5% (Source: Aberdeen)
Content marketing has been shown to:
- Make people spend more time thinking about our brands
- Reduce the amount of money spent on advertising
- Is more effective than traditional marketing and advertising (200 million people now use ad blockers)
- Increase traffic to our websites
- Drive higher conversion rates
- Allows you to be targeted with diverse and varied distribution channels
- Can be strategically developed, then outsourced or managed by a capable marketing person
It takes creativity, sure. But it also takes organisation, efficient practices, good planning and proper implementation. Good content – which can include video, well written posts, engaging visual content (images, diagrammes, etc), reports and email updates – allows you to be present in the minds of your audience more often. At the same time we want to be careful not to be bombarding them with sales message. For this reason, we establish what the mix will be between promotion versus simply awareness and association.
Key points covered:
- The content marketing mindset
- What is Content Marketing?
- Kaizen approach to creating quality content
- How to plan for effective content
- The 2 sides of the brain needed for content marketing
- Using quotes, stats, images, and articles
- Defining your key messages
- Long form content
- Repurposing content
- Headline writing
- Controversial content and its place in your strategy
- Content creation, curation and engagement
- Leveraging your existing contacts and building relationships with content Rules for success in content marketing
The session is designed to give people a head start in their content marketing strategy. You will get a clear understanding of what content marketing is, how it’s used and how it can change perception.
You will see how other business have used content and the way they have managed it with a mixture of in house effort and some outsourced help.
Value and takeaway tools:
Once delegates understand the importance and see the variety of types and channels possible, you will be able to apply your experience and insights about your business to generate unique and creative ideas that will interest and appeal to your intended audience. The workshop includes a series of ideation exercises and a chance for you to document your company’s differentiators and the things you want people to know and believe.
You will see the different ways these can be implemented so you can use this highly effective type of marketing to increase brand awareness, share your expertise, show your business personality, and build relationships.
Actions to take after:
To get the most from this workshop, I advise you to ask someone in your team to prepare a draft content calendar, and ask someone to get started with the implementation of the priority ideas. Your team or outsourced designers/marketers can collect information, draft blog posts, draft the design of shareable images, storyboard videos, and mock-up info graphics - all in line with the key messages and priority campaigns that come from our workshop.
Added September 2017.