1. Content Marketing Proposal NAME AND CLASS

2. Outline Part I: Market ◦The Company ◦Product/Service ◦Current Online Status ◦Challenges ◦Opportunity Part II: Goals Part III: Content Strategy ◦Audience ◦Owned Content ◦Earned Content ◦Paid Content Part IV: Analytics and KPIs ◦Technology ◦Keywords ◦Content KPIs

3. Part I: The Market ◦The Company ◦Product/Service ◦Current Online Status ◦Challenges ◦SWOT ◦Opportunity

4. The Company Describe the company in a few sentences here Sales Location Position in Market Products, services

5. Product/Service Write this as a short Product Description Statement Role Model: http://www.quicksprout.com/the-definitive-guide-to-copywriting-chapter-1/

6. Customer Demographs Age, income, gender, where they live, internet experience, politics, leisure pastimes

7. Customer Persona (Primary) Describe your primary market segment Include an image (stock) Include an “archetype” name (e.g. “the worrier”) Persona discusison in Letting Go of the Words, Chapter 7

8. Customer Persona (Secondary) Describe your primary market segment Include an image (stock) Include an “archetype” name (e.g. “the loud laugh-meister at parties”)

9. Keyword Research Predict keywords based on: Your 2 Personas ◦Check keyword tools ◦Check online articles on keyword search via Googling Keyword research (what people type in to reach your client’s site) in ◦Google Analytics ◦Bing Analytics ◦References: ◦http://www.mightybytes.com/blog/can-tell-keywords-competitors-rank/http://www.mightybytes.com/blog/can-tell-keywords-competitors-rank/ ◦http://www.entrepreneur.com/article/232029http://www.entrepreneur.com/article/232029 ◦https://adwords.google.com/KeywordPlannerhttps://adwords.google.com/KeywordPlanner ◦http://www.bing.com/toolbox/keywordshttp://www.bing.com/toolbox/keywords

10. Current Online Status ◦Describe current content online for this company, including ◦Main website ◦Landing websites ◦Blogs / Influencers ◦Top Tweeters ◦Followerwonk ◦http://www.followerwonk.comhttp://www.followerwonk.com ◦Social networks ◦Image networks (e.g. Instagram, Pinterest) ◦Customer use of the web ◦Customer search engine use to discover company ◦Social Network postings and tweets ◦Advertising (Banner) ◦Advertising (Search Keyword)

11. Challenges (not all may apply) ◦Describe problems with company online presence, including ◦Site ranks (Alexa) ◦Lack of digital presence ◦Better digital presence by competitors ◦http://www.buzzstream.com/blog/find-analyze-competitors-marketing-campaigns.htmlhttp://www.buzzstream.com/blog/find-analyze-competitors-marketing-campaigns.html ◦Negative comments in social networks ◦Customers not online, or using their online media ◦Bad online sales ◦Poor written content online ◦Lack of social sharing ◦Lack of rich media (podcasts, video) ◦No presence in blogosphere ◦Lame advertising

12. SWOT ◦Summarize in a diagram ◦Strengths ◦Weaknesses ◦Opportunities ◦Threats ◦SWOT Example ◦http://www.businessnewsdaily.com/4245-swot-analysis.htmlhttp://www.businessnewsdaily.com/4245-swot-analysis.html

13. Opportunity ◦Marketing Opportunity is specific to online content marketing ◦In a few sentences, describe the opportunity… ◦How content writing could be implemented on ◦Company website ◦Social networks ◦Blogs ◦Social Networks ◦How Content Writing could be improved on ◦Main websites ◦Landing Sites ◦Social Networks ◦Blogosphere

14. Part II: Goals Reach Acquisition Conversion

15. Goals - Reach Goals for increasing “reach” More inbound links More writing about company in blogosphere More reviews on “official” websites Increased social sharing More searches for content in search engines

16. Goals - Acquisitions More searches leading to site vs. competitor sites Consumers easily decide “they are on the right site” Reviewers direct consumers to the site’s product/service

17. Goals - Conversion More signups More sales More social sharing/buzz Participation in online community Customers combat negative publicity in social networks More requests for information from company

18. Part III: Content Strategy ◦Audience ◦Owned Content ◦Websites ◦Blogs ◦Earned Content ◦Meta-Data ◦FB Shares ◦Twitter Tweets ◦PR ◦Facebook OGP ◦Twitter Card ◦Blog writing Request ◦Paid Content ◦Keyword Proposal ◦Example content using keywords ◦Banner Ad Mockup

19. Owned Content Website Content Types Sample Content – Website Blog Content Types Sample Content – Blog Post

20. Owned Content – Website Content Types List content types applied to website, including… Content for the website Content for social networks, discussion forums, blogs Examples of distinct content types http://www.quicksprout.com/2014/04/14/how-these-15-types-of-content-will-drive-you-more- traffic/http://www.quicksprout.com/2014/04/14/how-these-15-types-of-content-will-drive-you-more- traffic/ http://www.prdaily.com/Main/Articles/101_different_types_of_content_16375.aspx

21. Sample Content - Website List content type, and write a few paragraphs NOTE: You may need several slides for this!

22. Sample Content – Website Titling See Chap. 9 in Letting Go of the Words Include revisions for at least 5 page titles on the client’s existing website. On your blog, you might show the “before” and “after” writing

23. Sample Content - Website List type, and write a few paragraphs of information from the website Make sure you include search keywords (bold them) On your blog, you may elect to show before and after writing samples

24. Owned Content - Blogs List the type of content in the blogs the company maintained Reference: https://econsultancy.com/blog/10206-the-34-types-of-blog-post-that-work-wonders-for- econsultancyhttps://econsultancy.com/blog/10206-the-34-types-of-blog-post-that-work-wonders-for- econsultancy

25. Owned Content – Sample Blog Post

26. Owned Content - Other 34 Kinds of Blog Post ◦@link https://econsultancy.com/blog/10206-the-34-types-of-blog-post-that-work-wonders-for- econsultancy@link https://econsultancy.com/blog/10206-the-34-types-of-blog-post-that-work-wonders-for- econsultancy 101 Different Kinds of Content ◦@link http://www.prdaily.com/Main/Articles/101_different_types_of_content_16375.aspx@link http://www.prdaily.com/Main/Articles/101_different_types_of_content_16375.aspx

27. Earned Content Meta-Data in region of site pages PR Sample (Press Release) Mini-sites in Social Networks ◦Facebook OGP ◦Twitter Card FB Share Examples (the text you write to encourage sharing) Twitter Tweet Examples Blog Writing Request (you asking a blogger to write about your companY0

28. Earned Content – Meta-Data Meta Keywords example below Meta Description example below

29. Earned Content - Twitter Topsy Competitiors (Apple bought them out) https://www.trustradius.com/products/topsy/competitors

30. Earned Content - Blogosphere Guest blogging opportunities http://www.onlinesuperninja.com/how-to-find-guest-blogging-opportunities-using-twitter-and- your-competitors/http://www.onlinesuperninja.com/how-to-find-guest-blogging-opportunities-using-twitter-and- your-competitors/ Other examples Write a “howto” article on a tech website relevant to your product/service Get interviewed for something

31. Earned Content – PR Sample Write a short press release for the company’s product and/or service Incorporate likely user keywords from your Part I of this slide deck http://blog.hubspot.com/marketing/press-release-template-ht

32. Earned Content – Facebook OGP Example of Facebook mini-site

33. Earned Content – Twitter Card

34. Earned Content – FB Share Examples Show an example of a Facebook Share, with the copy you write, promoting your client’s product or service

35. Earned Content – Tweet Examples Show an example of Twitter Tweets, with the copy you write, promoting your client’s product or service

36. Earned Content – Blog Writing Request Show text copy you would use to request a guest blog article (you write in the guest blog).

37. Paid Content Keyword purchases (SEM) Banner ad purchases

38. Paid Content – Keywords Proposal Keyword Proposal, from google adsense (you’ll have to sign up for Google Adwords) List search terms that should be purchases List current $$$ amount for purchasing these keyword http://analytics.google.com http://google.com/trends http://www.google.com/adwords http://www.bing.com/toolbox/webmaster/ http://advertise.bingads.microsoft.com/en-us/home

39. Paid Content – Banner Ad Mockup Example of banner ad promoting company product or service.

40. Part IV: Analytics and KPIs Analytics Technology Keyword Research Content KPIs

41. Analytics Technology Google Analytics Bing Analytics Which pages are your analytics linked to, and why?

42. Content KPIs Define KPIs, and their relationship to goals in Part II KPI (Key Performance Indicator) = how we measure if a goal is being achieved For each goal, write down KPIs needed to determine if goal was reached EXAMPLE of a “KPI Drilldown”: ◦High-level goal: Make money ◦Secondary Goal: Get people to sign up for our service ◦Specific Goal: “Raise traffic to contact page” ◦More Specific Goal: “Raise traffic to contact page by first-time users 22% in the next two months” ◦KPI: number of contact pageviews, versus number of users visiting the site, measured over two months