Chapter 4: Content marketing
Content that works
1. What is content marketing?
2. Objectives of content marketing
3. Who produces content?
4. A 5-step-approach in content strategy
What is content marketing
Content Marketing is the creation of valuable, compelling and relevant content (= smart content)
for a targeted audience, designed to maintain or create some kind of action. It can be pushed (paid)
or organic content.
When done correctly, this helps to create a relationship with your audience, which leads to trust and
attention.
o Content marketing is the art of communicating with your prospects and customers without
having to sell to them!
o Content marketing is all about creating interesting information your customers are
passionate about, so your brand is top of mind!
Objectives of content marketing
• Thought leadership: Being recognised as an expert in your field
• Maintaining relationships with existing customers
• Attracting new customers and grow business
• Smart content that ‘works’ = pushes the target audience through the inbound marketing funnel.
Who produces content?
In-company: content manager
External: a content agency
Copywriter or content creator (vs. AI)
A 5-Step-Approach in content strategy
Step1: message & big topics
Step2: editorial content plan
Step3: Create smart content
Step4: Manage conversations
Step5: Measure success
Elk van deze stappen hebben de layout van grootste titel/ hoofdstuk in volgende paginas
,Step1: Message & big topics
1. Sweet Spot Content
2. HHH model
3. Big topics and subtopics
Sweet Spot content
Define sweet spot content for your business
Sweet spot content = Think of what:
1. makes you unique and differentiating (mission, vision, core values &
positioning (USP & reasons to believe))
2. is added value for the target group:
o Look at ‘interests, frustrations and needs’ in the buyer’s journey
o Look at how people make purchase decisions (micro moments). How are they searching –
the questions they ask, the search terms they use – and create content that provides helpful
answers.
o Tip: talk with your target group or do social listening in your type of industry.
3. Don’t talk about yourself all the time
4. Your own tone of voice
Positioning statement voorbeeld dollar shave club
, HHH Model
Hygiene content (1ste H van HHH model)
= help content
Objective
Informational content that helps your audience with relevant questions and needs (= nurture)
Relevant for:
consideration phase = build up ‘thought leadership’
loyalty/ambassador’s phase = helpful content for the community, maybe they will even
share, comment, promote your content to their followers.
How
How-to video’s, blogs, posts, ... & product tutorials
This is ‘always on’ content for your website but can also be published on your social media
channels, …
Helpful for your SEO, use the right keywords (see chapter Optimising for online search)
Organic content
Inspiring tool:
Hygiene content inspiring tool ‘AnswerThePublic”
Hub content ( 2de H van HHH model)
Objective:
Increase the engagement and interaction with prime prospects and existing clients (= your
community) in this way you build up a community feeling.
Relevant for:
consideration
loyalty/ambassadorship
How:
Fixed formats: weekly funny meme, joke or quote, ...
Soap series: A (2-)weekly storytelling video with a main character, ...
UGC (user generated content), poll, behind-the-scenes …
Post that informs the target audience about new opening hours, a new promotion
Weekly newsletter with updates
Don’t talk about yourself the whole time!
Organic content BUT some organic posts can be boosted with a little advertising budget (=
paid posts)
Content that works
1. What is content marketing?
2. Objectives of content marketing
3. Who produces content?
4. A 5-step-approach in content strategy
What is content marketing
Content Marketing is the creation of valuable, compelling and relevant content (= smart content)
for a targeted audience, designed to maintain or create some kind of action. It can be pushed (paid)
or organic content.
When done correctly, this helps to create a relationship with your audience, which leads to trust and
attention.
o Content marketing is the art of communicating with your prospects and customers without
having to sell to them!
o Content marketing is all about creating interesting information your customers are
passionate about, so your brand is top of mind!
Objectives of content marketing
• Thought leadership: Being recognised as an expert in your field
• Maintaining relationships with existing customers
• Attracting new customers and grow business
• Smart content that ‘works’ = pushes the target audience through the inbound marketing funnel.
Who produces content?
In-company: content manager
External: a content agency
Copywriter or content creator (vs. AI)
A 5-Step-Approach in content strategy
Step1: message & big topics
Step2: editorial content plan
Step3: Create smart content
Step4: Manage conversations
Step5: Measure success
Elk van deze stappen hebben de layout van grootste titel/ hoofdstuk in volgende paginas
,Step1: Message & big topics
1. Sweet Spot Content
2. HHH model
3. Big topics and subtopics
Sweet Spot content
Define sweet spot content for your business
Sweet spot content = Think of what:
1. makes you unique and differentiating (mission, vision, core values &
positioning (USP & reasons to believe))
2. is added value for the target group:
o Look at ‘interests, frustrations and needs’ in the buyer’s journey
o Look at how people make purchase decisions (micro moments). How are they searching –
the questions they ask, the search terms they use – and create content that provides helpful
answers.
o Tip: talk with your target group or do social listening in your type of industry.
3. Don’t talk about yourself all the time
4. Your own tone of voice
Positioning statement voorbeeld dollar shave club
, HHH Model
Hygiene content (1ste H van HHH model)
= help content
Objective
Informational content that helps your audience with relevant questions and needs (= nurture)
Relevant for:
consideration phase = build up ‘thought leadership’
loyalty/ambassador’s phase = helpful content for the community, maybe they will even
share, comment, promote your content to their followers.
How
How-to video’s, blogs, posts, ... & product tutorials
This is ‘always on’ content for your website but can also be published on your social media
channels, …
Helpful for your SEO, use the right keywords (see chapter Optimising for online search)
Organic content
Inspiring tool:
Hygiene content inspiring tool ‘AnswerThePublic”
Hub content ( 2de H van HHH model)
Objective:
Increase the engagement and interaction with prime prospects and existing clients (= your
community) in this way you build up a community feeling.
Relevant for:
consideration
loyalty/ambassadorship
How:
Fixed formats: weekly funny meme, joke or quote, ...
Soap series: A (2-)weekly storytelling video with a main character, ...
UGC (user generated content), poll, behind-the-scenes …
Post that informs the target audience about new opening hours, a new promotion
Weekly newsletter with updates
Don’t talk about yourself the whole time!
Organic content BUT some organic posts can be boosted with a little advertising budget (=
paid posts)
