Lnkd_content Marketing Strategy Template_toolkit_be

Content Marketing Strategy For FY17

How to use this template (Delete this slide once presentation is created)

SECTION ONE: Optional: Executive Agreement This first section is purely optional if you need help speaking with executives to secure their agreement in why content marketing is important. This is for companies who have not previously used content marketing tactics.

SECTION TWO: Template The main body of the presentation is the template section where you demonstrate the value that your strategy will provide and how you will do it.

The advertising industry is widely adopting content marketing

xxx

“Content marketing is the only marketing left” Seth Godin

Executive Buy-in for Content Marketing: The benefits of content marketing

The Goal of Content Marketing: Win (future) clients’ hearts and share of wallet

Marketing Objectives Content Marketing Achieves Everything from awareness and consideration to lead capture, closed deals, and creating customer advocacy and renewals.

Enter a challenge that your business is facing • • •

Solution bullet 1 Solution bullet 2 Solution bullet 3

Data to Help Prove the Importance of Content Marketing Content influences and converts prospects:

Content keeps the website fresh:

Content is what advocates will share from your brand:

10 pieces of content

During an average buyer’s journey, people engage with 10 pieces of content before contacting a sales representative (Forrester)

Companies with an active blog report 97% more leads (Content+, 2013)

Clicks from shared content are 5x more likely to result in a purchase (Content+, 2013)

How to use this template (Delete this slide once presentation is created) SECTION TWO: Template The main body of the presentation is the template section. •

We recommend filling out the first slide, the Executive Summary, last. The executive summary is only a few bullets and should be written in a concise way so that if your leaders remember your major points from this one slide.

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Objectives are the results you are aiming to solve. It could be anything from shifting perception to driving leads. It should always be measurable.

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Content Pillars or Themes are the topics you will address with content. They should be in alignment with your objectives and the brand’s mission statement.

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The Content Roadmap is a shortened version of your Content Calendar. It’s written for executives, so list only the main campaigns – not line items or individual blog posts.

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Success Metrics list how you will measure whether the objectives were met.

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Resources Required. If you have ambitious goals, you may need to ask for resources in order to achieve them. This could be headcount, additional budget, investment in scalable technology, or other services your company can do to support the marketing team.

Executive Summary List the most important three points for executives to remember.

1.

2.

3.

Objectives Primary Objectives

Secondary Objectives

Examples: Drive MQLs, Increase SEO rankings, Grow Reach,

Examples: Increase blog subscribers, increase social media followers, lift positive online feedback, lift social sharing of content

Content Pillars or Themes

Brand’s mission statement

Key Content Themes

xxxx What conversations are you driving How does this align to the mission

Content Road Map List the content tent-poles for the first half of the year H1

Jan

Feb

Mar

H2

Apr

May

Jun

July

Aug

Sep

Oct

Nov

Dec

Success Metrics Aligning on goals and how they will be measured

Goal One

Goal Two

Goal Three

Goal Four

Goal Five

Measurement

Measurement

Measurement

Measurement

Measurement

Required Resources

Budget

Headcount

Enter amount needed to meet goals

Enter number of employees you need to hire

Customer Research Requests Ask for research support (e.g. NPS research) or other investments