How to Create a Killer Content Marketing Strategy in 7 Steps

© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
How to Create an
Easy-to-implement
Content Marketing Plan
that Delivers Great Results!
With Francine Beleyi

Reminder: The 5 Steps to Establish a Profitable
Online Presence
1 IMMEDIATE NEED
2 GET NOTICED
3 BUILD TRUST
4 MAKE AN OFFER
5 PROVIDE MOREVALUE

How professionals are
using Content Marketing?
of marketers have a
content marketing strategy36%
42%
2.3bn
* according to the Big UK Content Marketing
Benchmarks Study 2015)
consider it effective*
every year is spent on
ineffective content marketing

7 Steps
2. STRATEGISE 5. ENGAGE
7. ITERATE
1. CLARIFY
4. DISTRIBUTE
3. CREATE
6. MEASURE
How to create
a killer content marketing

“The art of communicating with your customers and prospects without
selling…the belief that if we deliver consistent, ongoing valuable information
to buyers, they reward us with their business and loyalty.” Content Marketing Institute
For me Content Marketing is anything we do as long as it provides valuable
information to our audience.

It’s about demonstrating the value your client will get when they decide to
work with you. And how they continue to get more value after they buy.
What exactly is Content Marketing?

It has been around since 4200 BC under different names like brand
marketing, custom publishing, …but only became a mainstream word
around 2010 when Joe Pulizzi founded CMI
Source: contentmarketinginstitute.com

With the democratisation of the digital technologies and online publishing
everyone can use content marketing to promote their products and services.
The Benefits of Content marketing
Pros ü Can be done on a low budget with maximum results
ü Own content vs renting someone else platform
ü Real asset that can be used continuously to drive traffic
But can be time consuming and pointless without real strategy
and short term focus. This is about building community!

Important role of Keywords
In the video on ‘how to understand your customers needs’ I have shown you how to
search for relevant keywords that your clients are looking for.
Finding the right keywords that you audience is looking for is very important.
Those keywords will be used in your content to optimise your copy (SEO) and to get
found and ranked on search engines like Google, Yahoo, Bing, etc.

Common mistake with Keywords
Having found a list of popular keywords in your niche doesn’t mean
you should stack them all in your copy and hope for a top ranking.
Noooo…. This is counterproductive.

What gets you High Ranking?
ü  In the early days, the keywords used were very important to get
highly ranked by search engines
ü  Now they use sophisticated algorithms to determine which sites are
most relevant to what is being searched
Google will rank a website higher if it believes they are authoritative and
relevant to its audience. Will take into account:
•  If the story has been shared on social media
•  How many people are referring to the pages
•  If it contains relevant links
•  etc.

Basics points to optimise posts
•  Focus keyword
•  Article Heading
•  Page title
•  Page URL
•  Content
•  Meta description

How to optimise a post:
Free Plugin Wordpress SEO by Yeost

How to optimise a post: Diagnostic

How to optimise a post: Image for social media

How to optimise a post: Add images for social

Common Fears that prevent people
from producing content
Think it’s hard work1 I might run out of ideas2
I am not sure my
content will be good
enough
3 I am not a good writer4

Why you should add Content Marketing to your
Marketing Strategy?
•  Provide valuable information to your audience
•  Engage with your customers at many levels
•  Show thought leadership
•  Build relationship and trust
•  Own the asset vs renting land (other platforms)
•  Drive traffic to your site. People are likely to come back
•  Improves web searches and online visibility
•  Build list faster and send targeted emails later

Key activities to succeed
ü  Being able to grow an audience, so they can rely on
you to get the information they need
ü  Having a compelling content that your audience loves
and shares
ü  Telling great stories that connect emotionally

Meet

How to be noticed in a crowded place?
•  Actively push the stories you want to be told
•  Articulate which story you want to tell (not what
results you want!)
•  Build each piece of the story in a compelling way
•  You are only as good as the material you got
•  The story has to match your action

We are all Marketers and Publishers!
•  We all need to tell our story in the most compelling
way to connect with clients when thousands are
competing for the same attention
But Problem….
•  Most businesses don’t know how to tell stories;
authentic stories that move people to take action.

Three components for a good Story
Tension: a problem
that needs to be
solved.
Conflict
Who you are and why
you do want to solve
that problem.
Authenticity
Who are you
talking to?
Audience

Common Myths on Designing a Strategy
Blue sky thinking with
no practical actions1
Time consuming
2
It’s only for big
corporates3
I need a team
4

Who is he? she? Create Persona
(watch my video on how to understand
customers needs)
Focus on your
core buyer1
Define the problem you want to solve
and break it down into sub topics
Develop content
adapted to their needs2
Be optimised with a focused keyword
Each content needs to:
3
Be sharable on social media
Have a call to action (CTA)
Customer centered
approach to create
good content
Think outside in rather than inside out!

Make your content
marketing works
Set up your objectives
Why do you want to engage on social
media?
1
Channels Audit
List all the channels you are on and ask
why you are on it. Which channels your
clients use the most?
2
Create mission statement for
your Content Marketing
State clearly which needs of your
customer you want to address.
3
Search
what your customers are doing on social
media and ‘spy’ the competition!
4

Example of mission statement
“We give context and commentary
on the key business trends
emerging from China, from a
combination of Chinese and
English language sources in the
press and on the internet.” HSBC
A Week in China
“We bring together
startup communities and
create spaces for
entrepreneurs to learn
and work.” Google
.
Google for
Entrepreneurs
“Travelling the world for
stories on technology
transformation.” EMC
EMC TV

3. CREATE

10 sources to quick start content creation
1.  Existing knowledge on your market needs
2.  Your staff’s intelligence, knowledge, interest, expertise
3.  The other challenges your customers have to overcome
4.  Interview experts
5.  Experts contributions ie guests posts
6.  Community co-creation. Ask your audience to contribute
7.  Curate others’ content
8.  Industry news
9.  Behind the scene content – show how things work
10.  Competitions, contests, quizzes …

How to generate ideas fast
•  You have 10 topics your audience might be interested in
•  3 types of personas identified
•  => 10 x 3 =30 items of content
•  5 stages of buying cycle or buying process
•  Map the content with each of the phases
•  30 x 5 = 150 pieces of differentiated content

Modalities to produce content
There are different ways to deliver a story to your audience.
1.  Rich text (blogs, LinkedIn posts, eBooks, reports)
2.  Video (Youtube, Facebook, Vimeo)
3.  Infographics (Twitter)
4.  Audio as podcast (ITunes, Sticher, Soundcloud)
5.  Powerpoint presentation (Slideshare)
6.  Original images, graphics (Pinterest, Instagram)
•  Pick the modality you are most comfortable to start
•  Decline the same story into 4 other modalities

Example: Multiple-purpose content
How to create multiple content from a single video
YouTube
Facebook
Twitter
Instagram
Own blog
LinkedIn
post
Twitter
Lead
generation
Slideshare
Itunes
Stitcher
Create
infographics Post a ppt
presentation Extract audio
for podcast

7 Free Tools
To create stunning visuals

Awesomescreenshot
Takes screenshot, edit and annotate image in a single browser
http://www.awesomescreenshot.com/

Placeit
Place a screenshot in professional looking frame
http://www.placeit.net

Pickmonkey
Like a scale down version of Photoshop to retouch images
http://www.picmonkey.com/

Canva
Start to finish easy design app
https://www.canva.com/

Social Image Resizer Tool
Create optimized images for social media
http://www.internetmarketingninjas.com/seo-tools/favicon-generator-crop-images/

Recite
Create great looking quotes frame to share
http://recitethis.com/

Easel.ly
Create smart and great looking infographics
http://www.easel.ly/

Mapping your customer journey
BUYING
JOURNEY
AWARENESS CONSIDERATION INQUIRY PURCHASE RETENTION
Key Focus Solve
problem
Get
noticed
Build trust Build trust Make an
offer
Provide more
value
The
Buyer
Identifies an
issue she
needs to
solve
Starts to
research
solutions
for the
problem
Looks at
options
available
and
studies
them
Establishes
criteria to
make a
decision
Decides
who to go
with based
on his
criteria
Look to be
reassured she
made the right
choice
!
© Copyright 2015 nucleus of change | FrancineBeleyi.com

Mapping your customer journey
BUYING
JOURNEY
AWARENESS CONSIDERATION INQUIRY PURCHASE RETENTION
Key Focus Solve
problem
Get
noticed
Build trust Build trust Make an
offer
Provide more
value
Example
Persona
wants to
grow her
business,
work with
clients she
loves
How to
brand
yourself and
attract the
clients you
want
The 5
signals to
look out
for to
when
choosing
your
perfect
client
7 easy
ways to
stop
trading
time for
money as
a training
consultant
Client case
study and
testimonial
3 top paid
training
consultants
share their
secrets to
recruit their
perfect
clients
Demonstrat
e your
process to
solve the
client’s
needs
Detailed 4-
week
programme
to build
authentic
brand and
recruit your
ideal clients
Guarantee
Training
materials
Welcome
pack. The
complete
step-by-step
guide to make
the best of the
4-week
programme.
FAQs
Customer
support
access
Tutorials
Offer new
products
!
© Copyright 2015 nucleus of change | FrancineBeleyi.com

How to align content to the buying journey
1.  List objectives of your persona and the tasks they want to
achieve on your site buyers (watch past video)
2.  Prioritise the tasks
3.  Align these tasks with your customer journey map
4.  Produce the content to match the journey
5.  Test and refine

Design an Editorial Calendar
•  Schedule the content you need to post for the next 12 months to
take the guesswork out of your way
•  What are the significant moments of the year in your industry that
boost sales? (Xmas, Valentine, Easter, back to school, summer
holidays…). The main industry events or other key dates?
•  What are the different themes/sub categories of themes you want
to address?
•  When are your main promotional campaigns?
•  Define how to integrate your content on social media, email and
other channels and your product promotion
•  Which tool to use to design an effective editorial calendar?

Editorial Calendar 2015 & 2016
Ready to use editorial calendars for 2015 and 2016 in Excel contains:
Ø  12-Month content plan incl. campaigns and UK holidays
Ø  Weekly content plan
Ø  Daily content plan
Ø  Social media strategy
Ø  Social media plan
Ø  Emailing schedule
Ø  Interview schedule
Ø  What's on in your city
Available to purchase at
http://www.nucleusofchange.com/
editorialcalendar

4. DISTRIBUTE
Across
Channels

How to distribute your content?
ü  Producing content is just the start. You need a strong distribution
strategy to reap the benefits
ü  Promote content across social media channels
ü  Emails to your list
ü  Leverage the power of contributors’ to spread to a wider audience
ü  Share with people featured in your story- they will share it to their
network
ü  Paid advertising: Google ad, Facebook ad, boost posts, etc.
ü  Find co-creating partner in a complementary but non competitive
business and send to both lists

5. ENGAGE

How to achieve a greater
engagement with your content?
“Content is King but engagement is keen and she rules the house”
Mari Smith
•  Engage in conversations
•  Be generous with the ‘competition‘
•  Content to be responsive and easily accessible from all platforms
•  Consistent and regular publishing ie same date, same hour
•  Quality personalised content to cater for each persona
•  Guest post with an influencer or someone with big list
•  Add a clear call to action (CTA)

Other incentives to increase
customers’ engagement
•  Provide content that will stimulate debate and discussion
•  Provide a platform for consumers to engage with each other
•  Provide a way to get help, technical support and advice to your
customers
•  Encourage people to have their say and co-create your products
and service.
•  Ask for their advice, get them to choose a preferred option

Reach out to more people:
Think Mobile
•  “If it’s doesn’t work on mobile it doesn’t work.” Damon Kiesow
•  Think about mobile first when you design anything for your
business to reach a larger audience.

6. MEASURE

How to measure the performance
of your content marketing
Track the results of your content to see what works best with your audience? Are they
more interested in videos? Audios? Infographics? Long form? Short form?
1
After each post/email check if it’s shared on social media. How many times?2
Search online: attach a keyword phrase to each article to track it. Install Google
analytics on your site to track each post in detail3
Measure your social platform analytics daily, weekly, monthly. YouTube, Twitter,
Facebook, LinkedIn have all analytics
4

Twitter analytics 1: video + mention

Twitter analytics 2:
influencer mention + hashtag

Twitter analytics 3:
Popular event + photo + hashtag

What do you need to track?
ü  Brand perception
ü  Lead generation
ü  Share on social media. Where? How many time?
ü  How many referral sources?
ü  Unique page views, time spent on page?
ü  Conversion rate. How many visits needed to convert to sales
ü  Bounce rate. Determine how engaged readers are. How long they
stay on a page. Keep this rate as low as possible

7. ITERATE

How to reap the fruits?
•  Refine your content and SEO continuously
•  Have a culture of excellent customer service where everyone put
the customer first. Not just the job of the marketing department
•  Provide great customer experience. There is no point of providing
great content and a crap service
•  Continuously ask for feedback and care about it
•  Monitor where your market is going, spot the signals of change
and emerging trends (talk regularly to customers, listen, monitor
the wider change in habits)
•  Anticipate needs. The customer doesn’t always know

RECAP
2. STRATEGISE 5. ENGAGE
7. ITERATE
1. CLARIFY
4. DISTRIBUTE
3. CREATE
6. MEASURE
How to create
a killer content marketing

The next Question?
How do you implement immediately
this learning in your business and
increase your results?

Options
•  Hire a consultant/agency to do it for you for at least
£5000 / month
•  DIY with a trial and error approach and waste a
precious time
•  Book a free consultation with me today to discuss
your objectives and how I can help you

I would love to help many business
owners and leaders to grow, achieve
better results and get more freedom by
leveraging effectively the digital tools.
But ….
I can’t help everyone!

We are a good fit if you are:
A small business owner, director of company or manager looking to increase your
results in the next 6 months1
Already selling products and services to satisfied customers and are looking to sell
to new clients
2
Want to be positioned as a thought leader in your field3
Looking to add digital products to your current offering4
Committed and serious to increase your results in the next 6 months and are ready to
implement these strategies
6
5
Looking for a trusted partner to achieve your goals

Why should you work with me?
ü  More than a decade of professional experience in corporate in IT,
change management and project management and trained journalist
ü  In the past 7 years helped small businesses to increase their results ie:
ü  Built a global brand for a small business with a turnover of £2 million +
ü  Helped a business to grow and fill to capacity their workshop and
introduce high ticket programs costing 4 to 5 times more than their
standard prices
ü  Enabled business owners to get greater clarity, focus and increase their
results.
ü  Helping executives and entrepreneurs to use digital tools and social
media to build authentic brands, design actionable marketing strategies
and run online campaigns to boost their results.

What Clients are saying…
“Francine has provided me a clear understanding of how to proceed. What I like the most
about working with Francine is her clarity of focus and having to really think about the issues
involved. She has a wide knowledge and experience across a variety of fields. She knows
what she is talking about because she has been there and tried it or done it.”
Geoffrey Arnold Pinchin, Founder of DreamScapes Ltd
“Francine is a highly skilled, enthusiastic, and hardworking video journalist. She has
produced excellent, highly professional, video work for Computer Weekly, and is a
pleasure to work with.”
Bill Goodwin, Premium Content Editor of Computer Weekly
“Working with Francine has helped me focus the direction of my business; I have always
felt respected, supported and encouraged to trust my own instincts. I never felt pushed into
anything that I didn’t feel completely comfortable with. I always trust her judgement.
Trustworthy. I would highly recommend working with Francine. She has given me the
confidence in myself to grow and expand my business, while advising and supporting me.”
Nina Gilbey, Founder of London Jewellery workshop

FrancineBeleyi.com/meeting
Request
A Free
Appointment
Today at

How to Create a Killer Content Marketing Strategy in 7 Steps

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