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Marketing (Content marketing (Storytelling (Brand purpose (golden circle),…

- - - - 1. Why
      - How
      - What
    - - Characters (points of view)
        
        Second Person
        
        Character is your audience
        
        Need to understand buyer personas
        
        Shows empathy
        
        Third person
        
        He said / She said
        
        Case studies about customers
        
        Can be fictional or nonfictional
        
        First person
        
        It's more confessional
        
        Builds authority
        
        Known person or an author behind the content
        
        The character is yourself
      - Conflict (should fit)
        
        Prospect's problems
        
        Prospect's needs
        
        Prospect's buyer journey stage
      - Resolution (CTA)
    - - Use content to create emotional appear
      - Be consistent and authentic
      - Keep the story clear and concise
  - - - Your days are busy
      - Uncover ideas that you may not have come up with on your own
      - You will run out of good ideas
      - Grow responsibly and keep up with increased demand
    - - Gathering new material
      - Digesting the material
      - Unconscious processing
      - Eureka moment
    - - By yourself
        
        What are your buyer personas' reading habits? Use https://buzzsumo.com/
        
        What are your competitors doing? Use https://buzzsumo.com/
        
        What are people talking about on Quora?
        
        What can you learn from your SEO efforts?
        
        Use https://search.google.com/search-console/about
        
        Leverage google
        
        Autocomplete
        
        Related searches
      - With a group
        
        Hosting a brainstorm best practices
        
        Pick someone to moderate and set a clear agenda
        
        Create an atmosphere where people feel comfortable
        
        Leverage braindumps
        
        Use sticky notes, whiteboards and other visual aids
        
        Remember that the main goal is to generate new, unexpected ideas
  - - - Setting marketing goals
      - Auditing or assessing your organization's initatives and assets
      - Identifying the buyer's journey for your buyer personas
    - - Needs to be in real-time
      - Needs to allow for multiple contributors to access and collaborate
  - - - Repeatable
      - Organized
      - Agile
    - - Conceptualizing your content
      - Planning and setting timelines
      - Creating a workflow
        
        Identify who is going to be doing what tasks
        
        Identify outside influencers who will be contributing
        
        Have an intuitive breakdown of the work
      - Reviewing content
        
        Getting authorization to publicly release your content
        
        Getting an SEO Specialist to format and update the content
        
        Working with your technical team to make website updates
        
        Best practices
        
        Set clear expectations
        
        Allow for multiple rounds of edits
        
        Improve story gaps
        
        Grammatical errors and SEO
        
        Final polishing
        
        Make suggestions by tracking process
        
        Determine editing timeline
        
        Use a document to track changes, and clearly identify roles in the reviewal process
      - Publishing and promotion
      - Organizing it internally
      - Analyzing the results
    - - inbound.org
      - Content Marketing Institute
    - - Team
        
        Content management and strategy
        
        Writing
        
        Scripted
        
        WriterAccess
        
        BlogMutt
        
        Editing
        
        Designing
        
        Coordinating
      - Tools
        
        Content management system (CMS)
        
        Analytics (GA, Hubspot)
        
        Planning and internal communication (Google Drive)
  - - - Start with an attention-grabbing headline
        
        How to
        
        List
        
        Question
        
        Negative
        
        Secret of
        
        Little known, advice, tips or tricks
        
        You should know this
        
        Interesting data
        
        Quick tip
      - Develop a tone relevant to your readers
      - Help the reader do something
      - Add to the conversation
      - Write for the way people search
      - Develop a solid structure
      - Present one core idea
      - Support your brand messaging
      - Include a relevant CTA
      - Edit for errors and poor grammar
  - - - Allow you to reach a new audience
      - Supports the consistency of your message
      - Helps your content marketing team create content on a more consistent basis
      - Gives you another opportunity to rank within search engine's results
    - - Republish
        
        Make sure
        
        Needs to have the source "NoIndex" their copy of the article
        
        Must have a link at the beginning or at the end of the post that connects back to your website
        
        The source needs to use canonical tag
        
        Best practices
        
        Strive to choose reputable sites to partner with
        
        Don't republish all of your content, just top performing one
        
        Update the headline of each republish piece of content
        
        Wait at least two weeks before you republish your content
        
        Include internal links throughout your post
        
        Make sure your content is a great fit for the site it's being published to
        
        Include a CTA within your blog's post
      - Recycle
        
        Effective recycled content
        
        Adjust - What needs to be added, removed or re-worded?
        
        Combine - You may be able to combine related or unrelated content to provide new value and meaning
        
        Expand - Is there an opportunity to expand on something you've already done, in order to dig deeper into that topic?
        
        8 steps to recycling content into a long-form offer
        
        Identify content format and topic
        
        Make a list of supporting subtopics
        
        Choose strongest supporting subtopics
        
        Create content for each supporting subtopic
        
        Download or create a template for guide
        
        Recycle blog content and format into chapters
        
        Create the rest of the content needed to complete
        
        Update blog post CTA
  - - - Organic
        
        SEO
        
        Email marketing
        
        Social media
        
        Live promotions
        
        Influencer networks
        
        Word of mouth
      - Paid
        
        Search engine ads (google, yahoo, bing)
        
        Social media ads (facebook, linkedin, twitter, instagram)
        
        Results
        
        Increasing the reach of your content
        
        Attracting new audience members and prospects
        
        Helping leads make better decisions about your business
    - - Create a content promotion calendar
      - Use segmentation
      - Customize messaging for each channel
        
        Set the tone
        
        Communicate the value
        
        Match the distribution channel
      - Experiment and optimize
        
        Reach
        
        Include a link in your email signature
        
        Share content on social media
        
        Connect with industry influencers
        
        Always tell new people about your content
        
        Engagement
        
        Consider how a user is going to engage with your content
        
        Include relevant action words
        
        Make adjustments based off the platform being used
        
        Be patient
        
        Conversion
        
        Link to a landing page for all of your promotional efforts
        
        Use strong CTA
      - Analyze your results
        
        Analyze the performance of your promotion's channels
        
        Explore each channel individually.
        
        Identify next steps that you can take based off the new insights
  - - - Find your marketing efforts are driving the needle on sales
      - Discover insights and determine where to go next
      - Document and report on progress for future use cases
    - - Areas of focus
        
        Brand awareness
        
        Engagement
        
        Lead generation
        
        Customer conversions and sales
        
        Customer loyalty and retention
        
        Website performance
  - - - Know your marketing funnel
      - Framework to properly operate and improve your marketing funnel
      - Buy-in on instilling a growth mindset with the rest of the organization
    - - Traffic
      - Qualified leads
      - Qualified leads to SQLs
      - Conversion rate
      - Cost to aquire customer
      - Repeat customer rate
      - Month-over-month growth
      - Year-over-year growth
    - - Top of the funnel
      - Conversion rate
    - - Top-of-the-funnel tactics
        
        Facebook ads
        
        Podcast advertising
        
        Secondary SEO
      - Middle and bottom-of-the-funnel tactics
        
        Use blog content to nurture your new trials or customers
        
        Add urgency through deadlines, limited quantity or timing