2nd in Our 3-Part Series

Content Marketing 102

In this guide we’ll cover:

Goals for your content

Different content formats

Creating the right content mix

Creating your ‘Voice’ - Tone & Style

Goals for your content: Ultimately, we’ll assume we want

leads and customers

But interim goals might include: •  Building awareness for your brand •  Building Trust •  Engaging your target audience through: •  Informing •  Educating •  Entertaining

Goals for your content:

Other Purposes: •  Content designed for a particular

marketing campaign •  Content designed for a particular customer

segment •  Or even one particular customer

Different Content Formats:

Video/Audio!

Written

Different Content Formats:

Written  • Web Pages • Blogs • eBooks • Checklists • Cheat sheets • Expert Guides • Tip Sheets • FAQ’s • Industry Reports • White Papers • Full length Books      

Different Content Formats:

• Visual slide decks

• Infographics

• Podcasts • Webinars • Videos      

Different Content Formats:

Video/Audio!

Content expert Ann Handley of Marketing Profs �uses the analogy of

food groups, to help think through

What a balanced mix of content looks like:      

Creating the right content mix:

Types of Content:

POT ROAST

large content piece like a large eBook,

or definitive guide

Types of Content:

CUPCAKE fun, entertaining

indulgent - infographics, videos

Types of Content:

HOT SAUCE spicy, provocative

asks hard questions; usually in a blog post

Types of Content:

SPINACH nutrient-rich

thought- leadership – industry reports

high-level eBooks

Types of Content:

Types of Content:

RAISIN BRAN fast and easy,

checklists best practices

Creating a recognizable brand voice

will help you stand out from the noise

     

Creating your ‘Voice’ Tone & Style

Your brand persona is the tone or feeling you want your brand to convey. It depends you your company, how you want to represent yourself. Also may depend on your industry.

Source: Dayna Rothman, from Marketo

C o n v e r s a t i o n a l

Humorous Informal

Use Jargon

Direct!

Formal

Technical

Voice can be:

Your brand persona is the tone or feeling you want your brand to convey. It depends you your company, how you want to represent yourself. Also may depend on your industry.

Harendra Kapur of Velocity Partners

(a leading content agency in London) wrote a recent blog post �

about voice. She says that our writing �voice comes from our

opinion about what we’re writing

about. So we need to develop an

opinion to be able to develop a voice.

Where ‘Voice’ comes from:

https://velocitypartners.com/blog/b2b-writing-aint-just-writing/

“Voice is a demonstration of how you feel about something.

It’s a way of signaling what’s important to you and what isn’t. ”

Where ‘Voice’ comes from:

To learn a lot more, check out the

Content Marketing Institute

especially their really cool documentary, here:

youtube.com/watch?v=dBnpr3pkFlk

.com

This wouldn’t be complete without a word about us: M Source Ideas provides B2B consulting and services to take you from where you are now, in inbound, content and digital

marketing, to where you’d like to be.

We focus entirely in the food industry.