Content marketing is not a fad and it’s not just a buzzword.
When executed correctly, it’s the way you can connect to your best customer targets and provide them with valuable, interesting information to increase the likelihood of sharing and conversion (to sale, to lead, to referral). In this working session, we’ll teach you what content marketing is and how to create and execute a content marketing plan.
We’ll define the people you want to connect with (personas), where you can connect with them, the content they will value. We’ll set realistic goals, assign the value of your content marketing in the context of your overall marketing plan and will address on-going strategy, editorial and planning work.
We’ll gather some basics about your business category and competitive landscape. The training will:
- Define your customer / client personas
- Define the information they find valuable and where in the conversion-to-sale cycle your information is of most impact and interest
- Set appropriate goals
- Define who creates this content and an editorial calendar for them to follow
- Define how your content marketing is tracked and measured
The goal of this training is to deliver an actionable content marketing plan with an editorial calendar, starting list of topics and types of content, definition of where the content is displayed and the calls to action for each content type and a plan for tracking and assessing performance.