Content Marketing Strategy on a Cocktail Napkin

Get started with a strategic content marketing plan by jotting your goals and messages on a cocktail napkin.


  • 1. Content Marketing Strategy on a Cocktail Napkin Content Marketing Strategy on a Cocktail Napkin
  • 2. A flight of content marketing Too many marketers are just putting content out on sampler trays trying to give everyone a little of what they might want without knowing why they are doing what they are doing. A little content on Facebook, a visual on Pin- terest, a little blog here, a little video there. Marketers are serving up content all over the place without any rhyme or reason to it because that’s what they think they should do.
  • 3. Some sobering facts: According to Content Marketing Institute, 83% of marketers said they have a content marketing strategy, but only 35% said it was documented. The graph below represents the percentage of B2B marketers who have a content marketing strategy. 14% No 35% Yes and documented 3% Unsure 48% Yes and not documented
  • 4. Conduct an intervention If you don’t have a documented plan, stop what you’re doing right now and document your content marketing strategy. Once you get it written down, bring your team into it and create accountability. The three most important elements: Know what you’re trying to do Know why you’re doing it Know how you will accomplish it
  • 5. Keep it simple A content strategy doesn’t have to be a 16 page report. It can be a simple, one page document. Write it on a cocktail napkin, jot it on a desk blotter or send it in an email. Just get it in writing. Keep it short and sweet, but be sure to include: Business goals Objectives and KPIs Target markets Audience personas Target keywords Key messages Distribution channels Content creation tasks Measurement metrics
  • 6. Stop and ask “Why?” List all your marketing channels and ask why you’re distributing to that channel Why are you on Facebook? Why are you on Twitter? Why are you on Pinterest? Why are you on Youtube? List all your content and ask why you’re creating that content Why an ebook? Why an e-newsletter? Why an email blast? Why a webinar?
  • 7. Stop making excuses for poor planning We’ve always done it That’s what we do Our competitor is doing it Sober up and match your goals and KPIs to overall corporate goals. Keep asking the question “Why” until the answer is linked to an overall business goal for your brand. If there’s no business goal behind it, don’t do it.
  • 8. Plan for results An effective marketing strategy shows results and increases effectiveness. After you have questioned what you are doing and why, begin to plan based on overall corporate goals. Create a hypothesis Create a plan to test the hypothesis Set KPIs Establish metrics Share your plan Review and update your plan regularly
  • 9. Take back your resources Less is more. Take back the resources you spend on things that aren’t part of the strategic plan and don’t contribute to corporate goals.Then, focus on being truly epic at the strategic content marketing that you have planned.
  • 10. Stop binge marketing DON’T do content marketing just to do content marketing. Create a strategy and then stop doing what doesn’t make sense for the business or for your customers. DO find the areas of need for your brand Where are there areas of need? How can we fill the need? What’s the most accessible need to fix right away? Is there a way we could tell a story to fill the need?
  • 11. The funnel rut Marketers have begun to think of certain mediums as brand mediums and certain mediums as deal closers. As you develop your content strategy, think of the message and the audience to determine what to create, when to create it, and how to distribute it. Consider the entire customer journey and not just gaining awareness and share of mind at the top of the funnel.
  • 12. Podcasts and video – not just top of the funnel Remove the invisible boundaries of the funnel and consider where your target audience is and how they want to get your content. As you consider podcasts and video as part of the strategic mix, think of them as vehicles to distribute content and create more interactive experiences for your audience. Podcast case studies Video product walkthroughs Video white papers Video case studies
  • 13. Random acts of video and podcasting Video and podcasting have not escaped the follies of the random content marketer. Before you consider adding video or podcasting into your marketing mix, be sure to ask why and then create a schedule for consistent distribution. Produce one asset weekly to a targeted set of people Establish consistency to create anticipation Measure effectiveness over time Consider your audience
  • 14. Start with a taste test Creating corporate culture change and getting buy-in from senior level executives begins with giving the management a taste before offering them the whole bottle. Establishing a content marketing department or a content center of excellence will be easier if it’s approached in small steps. Consider beginning with a pilot program. In a sales driven culture, the C-suite may be more likely to accept the change on a trial basis instead of committing long term budgets to the efforts. Once you’ve established a successful pilot program, you can toast your successes and expand your efforts.
  • 15. A winning pilot program Here are some tips to set up the pilot and get buy- in for the long-term Set measurable and attainable goals Share your strategic plan with other departments Narrow your focus to one or two key metrics Set a short time frame – e.g. six months Set a meeting to review after six months Measure your efforts Share your wins and areas for improvement Establish best practices for the future
  • 16. Last call: Becoming strategic and relevant Some last words of advice: Determine overall corporate goals Set content marketing goals based on corporate goals Decide on channels and content Rethink the marketing and sales funnel Design a customer journey Create relevant content
  • 17. Let us know: Twitter: Let us know: Twitter: Questions?