What content marketing is and is not. Understanding your customers through customer personas & the customer journey. The 4 types of content, text, image multimedia and interactive. The 3 ways to source content, creating, curating and crowdsourcing. Content distribution to build awareness, increase engagement, help evaluate and support growth. Goal setting and tracking by identifying personas and tracking your KPIs.

1. Building a Customer Focused Content Strategy
March 3rd, 2016
CONTENT MARKETING
ESSENTIALS

2. Georgiana Laudi
VP Marketing, Unbounce
@ggiiaa
georgianalaudi.com

3. What it is
What it’s not
Understanding Your Customer
Creating & Distributing Content
Goal Setting
Content Marketing

4. What it is
Content Marketing

5. Historical Content Marketing

6. Content marketing emerged in 2013 as the
top digital priority for B2B and B2C
marketers, edging out former front-runner
– social media engagement.
[Content Marketing Institute, 2014]

7. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

8. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

9. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

10. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

11. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

12. 86% of B2B marketers and 77% of B2C
marketers use content marketing.
[Content Marketing Institute, 2014]

13. Content Marketing
in the wild
Content Marketing

21. Content marketing costs 62% less than
traditional marketing and generates about
3 times as many leads.
[DemandMetric]

22. What it’s not
Content Marketing

23. free
Content Marketing
is not

24. Content marketing requires expertise.
Expertise takes time.
Time is money.
Content Marketing is not free

25. fast
Content Marketing
is not

26. Content Marketing is not fast
You’re building relationships and
spreading your message over years,
not minutes, hours or days.

27. Content Marketing is not fast
You’re building a valuable asset,
that you own.

28. all you need
Content Marketing
is not

29. Content Marketing is not all you need
You need a problem to solve.
Customer Personas
Customer Journey

30. Content Marketing is not all you need
You need to solve it better than anyone.
Unique Selling Proposition
Killer Customer Experience

31. Content Marketing is not all you need
You need people to know you solve it.
Social
Search
Email

33. Understanding
Your Customer
Content Marketing

34. Customer Personas
Your Customer

35. Customer Personas are fictional, but
data-driven, profiles of your ideal or
actual customer or customers.
What Are Customer Personas

36. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

37. By 2020, customer experience will
overtake price and product as the key
brand differentiator.
[Gartner, 2014]

38. 52% of marketers support two to four
roles and buyer personas with
dedicated content.
[LinkedIn Technology Marketing Community, 2014]

39. 64% of people say the customer
experience is more important than
price in their choice of a brand.
[Gartner]

40. 1. Who your customers are (and could be)
2. What your customers need
3. Your customers habits & buying behaviours
Customer Personas Identify…

41. Customer Persona Template Example
Sample Sally

42. Building Customer Personas
1. Identify your target customer groups

43. 2. Do your research
Building Customer Personas

44. 3. Build out your personas
Building Customer Personas

45. Customer Personas Example
Agency Amy

46. They help guide and clarify the
marketing strategy of small businesses,
and help larger companies keep their
goals focused.
Customer Personas

47. The Customer Journey
Your Customer

48. A framework that maps the stages of
your customer’s lifecycle, enabling you
to better understand and thus improve
your customer’s experience.
The Customer Journey

49. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

50. 48% of marketers use dedicated content
to support three to five buying stages.
[LinkedIn Technology Marketing Community, 2014]

51. Customer Journey Map Example

52. The Customer Journey
1. Your customer personas

53. Customer Personas
Agency Amy

54. The Customer Journey
2. Create your customer stages

55. Common Customer Journey Phases
Awareness Engagement Evaluation Growth

56. Unbounce’s Customer Journey

57. The Customer Journey
3. Know your customers’ goals

58. Unbounce’s Customer Journey

59. Creating &
Distributing
Content
Content Marketing

60. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

61. 82% of consumers feel more positive
about a company after reading
custom content.
[Demand Metric]

62. 61% of consumers say they feel
better about, and are more likely to
buy from, a company that delivers
custom content.
[Custom Content Council]

63. Creating & Distributing Content
The 4 Types of Content &
The 3 Ways to Source it

64. The 4 Types of Content
Text
Images
Multimedia
Interactive

65. 4 Types of Content
1. Text Based Content
Share information, tell stories
and drive conversations.

66. 1. Text Based Content
Blogging
Guest Posting
Case Studies
Cheatsheets
Checklists
Collateral
Company News
Ebooks
FAQs
Guides
How-To’s
Interviews
Lists
Predictions
Press Releases
Print Articles
Q&As
Research Reports
Testimonials
Whitepapers

67. 2. Image Based Content
Attract attention, communicate
quickly, add interest.
4 Types of Content

68. 2. Image Based Content
Candid Photos
Charts & Graphs
Collage
Comics & Cartoons
Creative Photography
(Facebook, Instagram,
Pinterest)
Illustration/Art
Infographics
Listicles (Visualized Lists)
Maps
Memes
Professional Photos
(Portraits, Product Shots,
Offices)
Screenshots
Sketched Notes
Stock Photos
Timelines
Visual Quotes

69. 3. Multimedia Content
Superior storytelling using audio/visual.
4 Types of Content

70. 3. Multimedia Content
Animation (Cartoons,
GIFs, Infographics,
Typography)
Audiobooks
Case Study Videos
Demos
Ecourses
Explainer/Product Videos
How-to Videos
Interviews
Location Tours
Music Videos
Songs
Parodies
Podcasts
Presentations
Recorded Webinars
Slideshows
Storyboards
Vlogs

71. 4. Interactive Content
Encourage active participation or creation.
4 Types of Content

72. 4. Interactive Content
Calculators
Contests
Games
Hashtags
In-Person Events
Livestream Video
(Google Hangouts,
Periscope, Blab)
Live Webinars
Maps/Tours
Polls & Quizzes
Roundtables
Seminars
Surveys
Templates
Twitter Chats
User-generated Content
(Articles, Reviews)
Worksheets
Workshops

73. The 3 Ways to Source Content
Creating
Curating
Crowdsourcing

74. 1. Creating Unique Content
The 3 Ways to Source Content

75. 2. Curating
The 3 Ways to Source Content

76. Curating Content — Comarketing

77. Curating Content — Comarketing

78. 3. Crowdsourcing
The 3 Ways to Source Content

79. Crowdsourcing Content

80. Crowdsourcing Content

81. Content Distribution
for Your Customer Journey
Creating & Distributing Content

82. Content Distribution
Build Awareness
Increase Engagement
Help Evaluate
Support Growth

83. Content Distribution
Build Awareness
Social
Search
Referral
Events

84. Content Distribution to Build Awareness
Social
Engagement
Paid

85. Content Distribution to Build Awareness
Search
Organic
Paid

86. Content Distribution to Build Awareness
Referrals
Partners
Customers
Influencers

87. Content Distribution to Build Awareness
Events
Online
Offline

88. Content Distribution
Build Engagement
Email
Paid Media

89. Content Distribution to Build Engagement
Email
Lead Generation
Nurture Campaigns

90. Content Distribution to Build Engagement
Paid Media
Lead Generation

91. Content Distribution
Help Evaluate
Email
Paid Media
Website
1-on-1

92. Content Distribution
Support Growth
Email
In-App Messaging
Customer Community
1-on-1

93. Goal Setting &
Tracking
Content Marketing

94. Content marketing is the marketing and
business process for creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly defined
and understood target audience – with the
objective of driving profitable customer action.
[Content Marketing Institute]

95. Having a documented content strategy
nearly doubles the chance that you’re
successfully tracking ROI.
[Content Marketing Institute]

96. Goal Setting & Tracking
Identify & track your
personas through your
customer journey

97. Goal setting
Identifying Personas
Self-Segmentation by Content
Lead Gen Forms
Progressive Profiling
Time of Purchase

98. Goal setting
Key Performance Indicators (KPIs)
Website & Social Analytics
Email Marketing Software
Marketing Automation
Application Data
Billing/Accounting Software

99. Unbounce’s Customer Journey KPIs
Website Analytics
(like Google Analytics)
Email/Automation Reports
(like MailChimp,
Hubspot)
Application Analytics or Billing Software
(like Totango, Recurly, Freshbooks )

100. Unbounce’s Customer Journey Content

101. Unbounce’s Customer Journey

102. Unbounce’s Customer Journey KPIs

103. Unbounce’s Customer Journey KPIs

104. Beginners Guide to Search Engine Optimization
Beginners Guide to Social Media Marketing
Content About Content
Lead Generation Course
http://the.unbounce.com/lead-generation-course/
https://moz.com/beginners-guide-to-seo
https://www.quicksprout.com/the-beginners-guide-to-online-marketing-chapter-12/
Creating Customer Personas
Building a Customer Journey
http://www.singlegrain.com/buyer-personas-2/complete-guide
http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/

105. http://get.unbounce.com/webinar-marketing-guide/
Blogging & Guest Blogging
Ebook Guide
Webinar Guide
Launching a Podcast
https://www.marketdoc.com/ultimate-guest-blogging-guide/
http://contentmarketinginstitute.com/2015/05/guide-blogging-business/
https://www.searchenginejournal.com/ultimate-guide-e-books/143920/
Creating Case Studies
http://unbounce.com/content-marketing/create-a-case-study-that-converts/
http://unbounce.com/content-marketing/guide-to-launching-podcast-in-itunes/
Content About Content

106. Resources & Further Reading:
http://todaymade.com/blog/history-of-content-marketing
http://www.sproutcontent.com/blog/bid/140145/7-Big-Brands-are-Succeeding-in-Content-Marketing-You-Can-Too
http://www.forbes.com/sites/marketshare/2012/05/16/ge-general-mills-and-sears-explain-their-success-in-
content-marketing-part-1
http://www.copyblogger.com/brick-and-mortar-content-marketing
http://www.getspokal.com/top-11-most-powerful-content-marketing-examples-by-small-businesses
http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing
http://www.vieodesign.com/blog/what-is-a-buyer-persona
http://www.vieodesign.com/blog/how-to-create-a-buyer-persona
http://www.singlegrain.com/buyer-personas-2/complete-guide-developing-using-buyer-personas
http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
http://blog.hubspot.com/marketing/content-marketing-plan
http://www.jeffbullas.com/2015/02/06/the-5-key-pillars-you-need-for-epic-content-marketing-success
http://www.slideshare.net/prnewswire/77-types-of-content-to-feed-your-audience
All Images:
https://unsplash.com/collections/885/world-book-day

107. Georgiana Laudi
VP Marketing, Unbounce
@ggiiaa
georgianalaudi.com
Thank you!