2.1 Content Strategy - Plan Your Content Strategy

What are the steps of the customer journey?

1) Awareness 2) Interest 3) Desire 4) Action 5) Post Action

Where's a good place to start if you don't have any content?

A good place to start would be creating a piece of content for each hero, hub and hygiene type contents.

Why are different types of content usually associated with a specific stage of the customer journey?

Different formats of content provide the different types of value customers are seeking depending on their stage of the customer journey.

What stages of the customer journey do content types Hero, Hub and Hygiene belong in?

Each can fit into every step of the customer journey phase

What does a content audit do?

It helps you easily identify any gaps in your content.

What is content best defined by?

It is best defined by its: 1) Purpose 2) Format and 3) Topic

What marketing goals does marketing content fill?

It: Nurtures, attracts, promotes to and persuades visitors

What does KPI refer to?

Key Performance Indicator

What's the difference between a target persona and a buyer persona?

Nothing. They are two terms for the same thing.

What is, and is not, remarkable content all about?

Remarkable content is all about your customers, not your business or product.

Content Marketing pertains to what three activities?

The 1) Creation 2) Editing and 3) Maintaining

What are the steps of the content process?

They are: 1) Plan 2) Create 3) Distribute 4) Analyze 5) Repeat

What is a content audit?

This is where you take stock of all the content you already have and you make and inventory of it.

What is Hub content?

This type of content is created regularly and primarily focuses on customer issues and pain-points

What is hero content?

This type of content is large scale and a form of content that will last a long time and would put this content out only 2-3 times per year.

What is hygiene content?

This type of content refers to content customers will search for like tutorials, how-to or frequently asked questions.

What is the ultimate goal of your content?

To bring high quality value to your target personas

What do you need to correctly choose your content topic?

You need to know your target persona, what would bring value to them, and where they are in the buyer's journey.

What do you need in order to pick the best format for your content?

You need to understand thoroughly your target persona and what would bring value to them.

Define: Target Persona

Your perfect customer. Who you are trying to attract, convert, close and delight.

What part of the company can help you understand your target persona better?

Your sales team has direct contact with them and can better help you understand them.