Introduction 

WHY LAUNCH A CONTENT MARKETING PROGRAM?

Content marketing, along with content-driven experiences, has emerged as a potent tool for marketers to add value to businesses. However, many marketers lag in establishing a cohesive vision and processes for crafting such experiences, treating content as a side project rather than an integrated organizational process.

CONTENT-DRIVEN MARKETING IS THE DIFFERENTIATING FUNCTION OF BUSINESS

Content marketers need to take charge and guide businesses forward. We must transition from a reactive support unit to a strategic ally, aiding in anticipating and navigating disruptions. However, many businesses face knowledge gaps hindering their content marketing goals. They require assistance in organizing crucial information, defining a distinctive purpose, and establishing the necessary processes for sustained success.

DON’T GET LOST IN SPACE

This workbook was crafted to facilitate your organization’s evolution in marketing operations. Rather than a subsidiary entity focused solely on product or service descriptions, it aims to establish a company-wide function capable of leveraging content-based engagement.

Through simple yet effective exercises outlined in the subsequent pages, we’ll assist you in aligning content marketing with your brand’s ethos and establishing the foundation for an impactful, captivating, and expandable content marketing initiative. Embrace the myriad opportunities in content marketing awaiting exploration. Join us on this journey to the launchpad and gear up for success!

PHASE ONE: A PURPOSE-DRIVEN CONTENT MISSION

CONTENT MARKETING ISN’T A ONE-TIME CAMPAIGN

It’s an ever-evolving journey guided by a strategic roadmap tailored to your organization’s objectives, assets, and distinctive value propositions. As no two content marketing strategies are identical, each necessitates a preliminary phase of self-discovery…

STEP 1. IDENTIFY YOUR BUSINESS OBJECTIVES (STARTING FROM SCRATCH)

For beginners in content marketing, defining your strategy’s purpose is crucial. A simple approach is to analyze your business funnel to pinpoint where your team faces the most challenges in achieving its objectives. For instance:

• Is your startup striving to increase awareness in the market?
• Do you encounter challenges in differentiating your business from competitors?
• Are you receiving numerous leads but struggling to convert them into sales?

STEP 1. IDENTIFY YOUR BUSINESS OBJECTIVES (OPTIMIZING YOUR PROGRAM)

STEP 2. COMPOSE YOUR CONTENT MARKETING MISSION

STEP 3. GENERATE SOME STARTER IDEAS THAT FULFILL YOUR MISSION

Armed with your mission statement, brainstorm general concepts to align with your organization’s key business objectives in content marketing, such as:

• Boosting sales leads
• Enhancing market presence
• Fostering customer loyalty
• Elevating industry reputation

Improving marketing efficiency In the upcoming exercise, select a business goal and jot down your concepts. Embrace creativity without constraints, exploring unconventional ideas that may not seem immediately feasible. Later, we’ll refine these ideas to focus on the most viable options with significant potential for bottom-line impact.

YOUR TURN: USE GOALS TO COME UP WITH CONTENT IDEAS

Step 1: Select a business objective: Choose an existing goal where content marketing can offer incremental improvement or a stretch goal that innovative content strategies could potentially realize. Format: X Goal within Y Time with Z Constraint Example: “Generate 25% more leads in 9 months with the same CPL or lower.”

Step 2: Note two content concepts to align with this goal:

1. Propose a modification to current content practices or introduce a new approach.
2. Suggest an unconventional idea you’d explore if given the opportunity. Examples:

• “Craft content to inject humor into topics related to heavy machinery.”
• “Develop a thought leadership initiative to funnel more qualified leads into the sales pipeline.”

The Table of Contents of “Launch Your Own Content Marketing Program: Why, Who, & How” Guide:

• PHASE ONE: A PURPOSE-DRIVEN CONTENT MISSION
• PHASE TWO: FIND YOUR TARGET AUDIENCE
• PHASE THREE: STARTING WITH WHY: GETTING TO THE HEART OF OUR STORY
• PHASE FOUR: THE PROCESS OF CONTENT CREATION MANAGEMENT (CCM) FROM CALENDARS TO CALIBRATION
• CONCLUSION

Number of Pages:

• 46 pages

Pricing: 

• Free