Social Media Marketing

Session : 04
Content Marketing Strategy
& Making a Content Marketing Plan
Content Marketing Strategy

Content Marketing Strategy is about

● Why : Why you are creating a content

● Who : Who you are creating it for
● How : How will it help them

Organizations typically use content marketing to build an

audience and to achieve at least one of these profitable results:
increased revenue, lower costs, or better (satisfied) customers.
Content Marketing Strategy

There are 4 elements of a Successful Content Marketing Strategy

● Strategic Planning
● Positioning
● Value Proposition
● Business Case
Content Marketing Strategy

Strategic Plan

● Who do you want to reach

● How will you deliver the content
● How will you achieve and measure your targeted results
Content Marketing Strategy

Positioning

● What is your brand’s Unique Value Personality

● What makes your brand a better choice over your competitors
Content Marketing Strategy

Value Proposition

● What value do you provide to your audience with your content

● How do you stand out from other content creators
Content Marketing Strategy

Business Case

● What Business Goals do you need to achieve

● How content marketing will bring our business closer to these goals
Content Marketing
Strategy
Content Goals : For Business

● Drive Traffic
● Build Brand Authority
● Improve Search Engine Rankings
● Build Trust
● Engage Customers
● Generate Leads
● Make Sales
Components of Content Marketing Strategy

● Define Goals
● Core Message
● Target Audience
● Keywords
● Content Platform and Type of Content
● Content Calendar
● Team
● Task Delegation
● Reporting & Analytics
Content Inventory : Create a Calendar

Type of Content

Name of Content

Date Published

Description of Content

Ways to repurpose Original Content

Notes
Steps to Achieve Goals of Content Marketing

● Give an Overview of Content Strategy

● Outline your Goals
● Discuss your customers and community
● Share your ideas for content
● Discuss how you’ll share each piece of content
● Talk about cost
● Provide Call to Action
● Attach Editorial Calendar
● Set a follow-up date
Content Marketing Team

● Project Manager
● Content Creators
● Correspondent
● Editors
● Execution team
● Data Analysts
Measuring the Success

● Number of People who visit your content

● Your most popular content
● Bounce Rate
● Keywords and Search Terms people are using to reach your content
● Top Traffic Referrers
● Page Views
● Whether the content is driving the sales : Conversions
● Results from each Platform
● A/B Testing Results
Content Marketing : Through Social Media

We will decide which platforms our Target Audience is engaging with

Decide on Platform : Facebook, Twitter, Instagram, LinkedIn

Content Plan for each Platform

Metrics for each Platform

Example : Linkedin Marketing Plan

● What to Share

● Objectives

● Key Metrics

● Action Items
SAMPLE : Linkedin Calendar
Social Media Marketing Project

Session 1 & 2

● Industry
● Strategy : Market + Message
● Platform

Session 3 & 4

● Content Marketing Strategy

Social Media Marketing

Session : 04 : Q & A Time