TECNA 2015

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

Sheila KloefkornCEO/President

sheila@keomarketing.com@keomarketing#KEOB2B

KILLER CONTENT MARKETINGQUESTIONS22

WHAT ARE THE GOALS OFCONTENT MARKETING?

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

❑ Brand Awareness

❑ Brand Loyalty

❑ Client/Customer Education

❑ Client/Customer Engagement

❑ Talent Recruitment

HOW TOLEAD WITHCONTENTMARKETING

PUTTING OURSELVES IN THEMIND OF THE CUSTOMER❑ What challenges are we trying to solve?

❑ What is our dream outcome?

❑ Who are our target audiences?

❑ What are their needs?

❑ How well are we serving them now?

How can we deliver morevalue than they expect?

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

WHAT IS OURBUSINESS MODEL❑ Who do we serve and how we make money now?

❑ What are some new ways we could add value?

❑ Who do we compete against?

❑ Who else could we serve?

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

SALES AND THEBUYING CYCLE❑ What does our brand represent?

❑ What does our sales funnel look like?

❑ What does the customer’s buying cycle look like?

❑ What content do we need to create based on those cycles?

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

60-70%OF THE SALES CYCLE IS OVER – BEFORE YOUR BUYER TALKS TO A SALESPERSON

TELLING OURSTORY❑ What marketing channels are we using?

❑ What are the objectives for each channel by cycle stage?

❑ What is the tone, desired action and structure for the content on

each channel?

❑ How/who will manage the content/conversation on each

channel?

❑ What must we stop doing? What must start doing?

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

NOW THINKLOGISTICALLY❑ Whose unique perspectives do we want to involve?

❑ What is our budget? Who can we leverage to save costs?

❑ How often do we want to produce deliverables?

❑ How will we execute new ideas and how long will we give

each to work?

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

NEXT STEPS& TIMING❑

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© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

LOOKING FOR TEMPLATES? http://contentmarketinginstitute.com/2014/12/templates-content-marketing-social-media-influencer

© KEO Marketing Inc. 2012-2015. May not be reproduced in part or whole without permission.

Sheila Kloefkornsheila@keomarketing.comlinkedin.com/sheilakloefkorn

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