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YOUR CONTENT STRATEGY STARTER KIT by Kim Caviness, Chief Content Officer, McMURRY/TMG

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Why create content?

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It’s the primary way people are going to learn about you. And it works to convert prospects into customers.

Source: http://www.demandmetric.com/content/content-marketing-infographic

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70% 60% Prefer getting to know a company via articles rather than ads

Feel more positive about a company after reading custom content on its site

67% Trust editorial content

56% Will take action based on content, higher than any other form of advertising

Customers...

Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html

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Content gets you found online by

improving search results and driving

traffic. But 27 million pieces of content

are shared each day.

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Q: So, how do you make sure that your brand’s content: a) gets seen? b) gets results?

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A: Do NOT blog, tweet, pin, vine or jump from space until after you dig deep, REALLY deep, and identify the perfectly right-for-your-brand content strategy.

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The perfectly right-for-your-brand

content strategy

wins hearts, minds and wallets

relevance

entrances your audience

drives ROI

fuels CRM

kills it for your brand

trust actions taken

conversion results

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So, how do you identify the perfectly right-for-your-brand

content strategy?

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Answer these 10 questions

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1. What is your brand’s #1 differentiator in the marketplace?

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2. What is your rallying cry— internally and externally?

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3. What does your brand uniquely have permission to do, say and ask?

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4. What does your brand not have permission to do, say and ask?

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5. Who and where is your audience?

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6. What brings your audience together? What drives them apart?

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7. Why does your audience follow you? Why do you wish they followed you?

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8. What does your audience truly, madly, deeply need from you—and what will they accept from you in exchange?

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9. What do you want your audience to do after experiencing your content?

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10. How will you measure the results of the content you put out there?

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What were your answers to the first

8 questions? 1 2 3 4 5 6 7 8 9 10

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What were your answers to the last

2 questions? 1 2 3 4 5 6 7 8 9 10

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The perfectly right-for-your-brand

content strategy meets here

in the middle.

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It will be grounded in one big, brilliant idea that brings your strategy to life.

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Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). 

Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%).

Source: Crossing the Chaos: Managing Content Marketing Transformation, The Aberdeen Group

Content Leaders See Results

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64%

Only 38% of companies have a content strategy report.

Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html

38%

Yet...

Are you in the 64% that doesn’t? Don’t let this happen to your amazing brand.

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One last step: The Mission Statement

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Great content strategies deliver

killer results you can take all the way to your brand bank.