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wsRadio Presents


Various Shows Produced Directly by wsRadio

Jun 29, 2019

 

In my first episode as show leader, Sam and I begin to scratch the surface of How Service Providers Can Start a Content Marketing Strategy from Scratch in the 6/25 installment of This Week in Marketing!

As you could imagine, the answer to this ambiguous question would require much more than an hour to dive fully into. In this episode, Sam and I go over the basics of setting up a plan and getting the creative juices flowing.

In Segment One: We kick off the show by explaining the importance of realistic goal setting and setting KPIs that won’t leave you disappointed. Many people get caught up in the flashy stats and buzz surrounding content marketing that they often fail to set their expectations on Earth!

As we talk about goals, we transition to setting up buyer personas. This is something that is much easier said than done! I give out some examples of how a web design agency might go about this, as well as introduce the “Hierarchy of Needs.” As the section wraps up, we start to discuss the buyer’s journey.

In Segment Two: We pick up where we left off with the buyer’s journey and how creative efforts should be planned out.

Here are the major stages of the buyer’s journey.

  1. Discovery: People are realizing they have a problem.
  2. Research: People know what the problem is and are getting down to the brass tacks of researching a solution.
  3. Purchase: People have found their solution, but need validation that it’s the best
  4. Onboarding: People want the best user experience.
  5. Evangelizing: Creating customer loyalty.

Sam and I then talk about pain points and how to uncover them! We discuss some good ways to approach this - like researching patterns in customer reviews, as well as looking into trending questions (Ahrefs Questions Tool).

In Section Three: This is where we start to discuss the creative side of content marketing. This involves tapping into trending topics, finding key influencers, and seeing what the conversations are like across the web - using tools like Brandwatch, Buzzsumo, Brand24, etc.

Given Sam’s SEO prowess, he provides some good tips on keyword usage and the intent behind them.

To wrap up the segment, I quickly discuss the process of choosing a brand voice with common archetypes. These include:

  1. The Magician - Visionary, informed, mystical. Examples: Dyson, Disney, Polaroid.
  2. The Outlaw - Unconventional, fearless, free-spirited. Examples: Harley Davidson, UFC, Red Bull.
  3. The Explorer: Daring, adventurous, confident. Examples: Jeep, The North Face, GoPro.
  4. The Hero: Selfless, genuine, humble. Examples: Nike, Duracell, FedEx.
  5. The Everyman - Casual, personable, friendly. Examples: Toyota, Budweiser, Gap.
  6. The Caregiver - Generous, compassionate, empathetic. Examples: Charity: Water, Johnson & Johnson.
  7. The Innocent - Humble, optimistic, happy-go-lucky. Examples: Coca-Cola, Dove.
  8. The Creator - Expressive, inspirational. Examples: Apple, Tesla.
  9. The Sage - Wise, assuring, trustworthy, educational. Examples: Google, BBC.
  10. The Ruler - Refined, direct, commanding. Examples: Mercedes, Rolex.
  11. The Jester - Fun-loving, optimistic, playful. Examples: Old Spice, MailChimp.
  12. The Lover - Empathetic, glamourous, seductive. Examples: Jaguar, Godiva, Victoria’s Secret.

In Segment Four: To close out the show, Sam and I talk about the importance of creating (and sticking to) a content calendar. We touch on the number of on-site posts brands should aim for, as well as some basic etiquette for guest posting.  SPOILER: Don’t pitch to a site editor with the phrase: “I stumbled across your website and….”

As we only had a short hour, we still have a lot of ground to cover on this topic. Stay tuned for part two!