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    Content Strategy

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    basel kotb
    The document outlines Mash World's content strategy to increase organic traffic, audience engagement, brand awareness, and B2B lead generation. It identifies their target audience as older marketing professionals and describes preferred content formats. It details their brand voice, content pillars across different platforms and channels, and types of content tailored for different buyer stages from awareness to conversion. Website content is also described in terms of where it would appear to reach, teach, sell, support, retain, reward, and refer audiences.

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    Download as PPTX, PDF, TXT or read online from Scribd

    Content Strategy

    Uploaded by

    basel kotb
    25 views15 pages
    The document outlines Mash World's content strategy to increase organic traffic, audience engagement, brand awareness, and B2B lead generation. It identifies their target audience as older marketing professionals and describes preferred content formats. It details their brand voice, content pillars across different platforms and channels, and types of content tailored for different buyer stages from awareness to conversion. Website content is also described in terms of where it would appear to reach, teach, sell, support, retain, reward, and refer audiences.

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    The document outlines Mash World's content strategy to increase organic traffic, audience engagement, brand awareness, and B2B lead generation. It identifies their target audience as older marketing professionals and describes preferred content formats. It details their brand voice, content pillars across different platforms and channels, and types of content tailored for different buyer stages from awareness to conversion. Website content is also described in terms of where it would appear to reach, teach, sell, support, retain, reward, and refer audiences.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    25 views15 pages

    Content Strategy

    Uploaded by

    basel kotb
    The document outlines Mash World's content strategy to increase organic traffic, audience engagement, brand awareness, and B2B lead generation. It identifies their target audience as older marketing professionals and describes preferred content formats. It details their brand voice, content pillars across different platforms and channels, and types of content tailored for different buyer stages from awareness to conversion. Website content is also described in terms of where it would appear to reach, teach, sell, support, retain, reward, and refer audiences.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    Mash World

    Content Strategy
    General Objectives
    • Increase in organic traffic to the website
    • Increase in audience engagement
    • Increase in brand awareness
    • B2B lead generation and acquisition
    • Become credible thought leaders in the industry
    • Demonstrate the quality of our performance
    • Create a sense of loyalty for existing customers
    Audience Personas
    • Older Marketing Professionals, Entrepreneurs, Business Owners, Communication Managers
    • Challenges:
    – Gaining competitive advantage

    – Unawareness of how important Digital Marketing is for the health and growth of their business
    – Keeping up with the fast paced market trends

    – Their knowledge about Digital Marketing techniques may be scarce


    – Fear of the high cost of outsourced Digital Marketing services

    – Navigating client relationships and communications


    – They depend on outdated tactics to generate leads

    • Preferred forms of content:


    – Informative, organized, easy to read, dual language, short,
    Brand Voice
    Posts on all platforms should convey the image of Mash World as;
    • Passionate with a high sense of creativity
    • Humorous and connected with people’s daily lives
    • Professional without being robotic, personified to be the kind of company you want to see succeed
    • Conversational and educational
    Content Pillars
    • Use hashtags (i.e. #SundayFunDay, #MotivationalMonday, #TipTuesday, #WisdomWednesday,
    #ThrowbackThursday…etc.)
    • Engaging; ask questions, create polls, give chances for the audience to voice out their opinions
    • Informative; provide relevant tips, trivia and how-to guides useful to the readers
    • Cover various industries in our topics to convey our understanding the different needs for each industry
    • Entertain with fun videos and content
    • Inspire by tapping into societal trends and values
    • Optimize posts for each platform (i.e. creating enticing lead-in that lets the reader know what the post is about
    and how it will provide value)
    • Provoke curiosity; speak directly to the challenges of our audience
    Channel Plan
    Frequency Best
    Channel Formats Themes Tactics
    /Week Times

    Events, customer interaction, • Content Teasers


    1:00 P.M. business health, viral trends, • Sharing videos
    Facebook 7-10 Video-Image-Text
    4:00 P.M. crowd sourced content, • Engagement
    creativity • Showcase campaigns

    Making-of, bloopers, behind- • Catchy headlines


    Wed-Thurs
    the-scenes, recaps, best-of • Educational content
    YouTube 1 12 P.M. Video
    countdowns, trailers, Vlogs, • Humor
    3 P.M.
    teasers • Keeping up with trends, viral content

    Company bio, distributor • Business articles


    7:00 A.M.
    LinkedIn 7 Info graphs-Text testimonials, industry news, • Career related articles
    5:00 P.M.
    motivation • Company related articles

    Help Channels
    (Quora, Reddit… As Needed As Needed Text-Links NA NA
    etc.)
    • Creative subject lines and CTA’s
    Tues All of the above (depending
    E-mail 1
    11 A.M.
    Text-Links-Info graphs
    on buyer stage) • Show appreciation in milestones
    • Provoke curiosity with content teasers
    Content Types Per Buyer Stage
    Buyer Stage Objective Content Types
    • Infographics
    • Short Blog Posts
    Start a relationship with prospects by providing useful
    Awareness • Checklists
    information and helpful tools.
    • Templates/Mind Maps
    • Tip Sheets/Guides
    Milestone 1: Analysis, Editing, & Reiteration
    • Educational Blog Posts
    • Case Studies
    Show our expertise, and emphasize the importance of
    Consideration • Online Course Video
    digital marketing for all industries.
    • Curated Content
    • FAQ

    Milestone 2: Analysis, Editing, & Reiteration

    • Benefits of working with us


    Give the subscribers convincing reasons why they • The cycle/process of our work
    Conversion
    should hire us for their digital needs. • Testimonials
    • Free consultation
    Content Topic Examples

    • If Your target audience is everyone, you’re marketing wrong


    • How to design a persona tailored for Content Marketing
    • The right content type by demographic
    • Why defining your brand tone is a trial and error process
    • Why a blog is important for any business
    • The difference between B2B and B2C Digital Marketing
    • The importance of Digital Marketing for your business
    • Cost effective, high value ROI tactics in Digital Marketing
    E-mail Content
    Primary E-mails (Personalized)
    Automatic content that will be sent according to each subscription, regardless of the weekly informational content;

    Type Description

    Introductory E-mail Thanking them for subscribing and explaining what to expect from your emails.

    Feedback This email should come when a subscriber downloads content from our website.

    Final Check-In E-mail Follow up after 30 days to make sure subscribers find the information they are sent is useful.
    Secondary E-mails
    Content that will be sent on a weekly basis, one e-mail per week;
    Buyer Stage Content Types Objective
    • Infographics
    • Short Blog Posts
    Start a relationship with prospects by providing useful information
    Awareness • Checklists
    and helpful tools.
    • Templates/Mind Maps
    • Tip Sheets/Guides

    • Educational Blog Posts


    • Case Studies
    Show our expertise, and emphasize the importance of digital
    Consideration • Demo Video
    marketing for all industries.
    • Curated Content
    • FAQ

    • Benefits of working with us


    • The cycle/process of our work Give the subscribers convincing reasons why they should hire us
    Conversion
    • Testimonials for their digital needs.
    • Free consultation
    Website Content
    Website Content
    Where would all this content appear, in the context of a website?

    Step Description

    Reach Advertising; sponsored content; guest posts; social media

    Teach Blog posts; resource library; podcast; newsletter

    Sell Company/org info; product pages; testimonials; FAQs

    Support Knowledge base; documentation; messenger bots; live chat

    Retain Reminder emails; customer-only newsletters; customer account page

    Reward Customer stories; invite-only virtual events

    Refer Refer-a-friend programs; promotions; contests


    Suggested Mapping For Each Step
    Step Description

    Reach Landing pages for ad campaigns

    Teach Blog

    Sell Home page; About Us page; Product/Service page; FAQs page; Contact page

    Support Help page

    Retain Customer account page

    Reward Loyalty program

    Refer RefContests page


    Thank You!

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