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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