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On Point Content Creation
How to Create and Execute a Content Strategy that Works
www.cleriti.com
Sarah Tsai
Inbound Marketing Manager
>
Jen Barnhart
Content Strategist
Why We Believe in Content
Help others achieve their dreams, and you
will achieve yours.
-Les Brown
Copyright, Cleriti, 2017. All rights reserved
How We Do Content
Buyer Persona
Campaign Theme and
Keywords of Focus
Advanced Content Offer
and Content Plan
Copyright, Cleriti, 2017. All rights reserved
The Buyer Persona
Copyright, Cleriti, 2017. All rights reserved
Buyer Persona
Personality
Strategies
Demographics
Work with
Industry & Responsibilities
Change Drivers
A Day in the Life
Goals & Objectives
Questions
Objections
Copyright, Cleriti, 2017. All rights reserved
Meet Brent the CMO
I’m an experienced marketer who has worked my
way up from planning and execution to running a
department. I need to evolve as consumers evolve
and develop an overall effective marketing strategy
— using inbound, content, digital, social, email, and
outbound marketing — to reach my audience for
the best results. I’m a team player who likes to be
involved in the production and implementation of
the various strategies. My goal is to increase
company revenue by aligning my sales and
marketing departments.
Copyright, Cleriti, 2017. All rights reserved
Activity: Create a Buyer Persona & 3 Pain Points
Personality
Strategies
Demographics
Work with
Industry & Responsibilities
Change Drivers
A Day in the Life
Questions
Goals & Objectives
Objections
Copyright, Cleriti, 2017. All rights reserved
Campaign Theme
Copyright, Cleriti, 2017. All rights reserved
Campaign Theme
Top
Challenges
Career
Development
Job
Improvement
Learn a
New Method
Keywords
Copyright, Cleriti, 2017. All rights reserved
Campaign Theme
Keywords
• Marketing and sales
Aligning Sales
and
Marketing Teams
• Marketing and sales agreement
• Marketing and sales alignment
• Marketing and sales strategy
• Sales and marketing teams
• Sales and marketing basics
• Marketing and sales disconnect
• Aligning Sales and Marketing to Generate ROI
Content Marketing
• Content marketing
• Content marketing workshops Cincinnati
• Content marketing help
• How to get started with content marketing
Copyright, Cleriti, 2017. All rights reserved
Activity: Campaign Theme, 1 Broad Keyword,
3 Long-Tail Keywords
• Content marketing
• Content marketing workshops Cincinnati
• Content marketing help
• How to get started with content marketing
Copyright, Cleriti, 2017. All rights reserved
Advanced Content Offer
Copyright, Cleriti, 2017. All rights reserved
Advanced Content Offer Mediums
• eBooks
• Video Tutorials
• Whitepapers
• Podcast Series
• Guides
• Online Courses
• Webinars
• Online Quizzes or
Assessments
Copyright, Cleriti, 2017. All rights reserved
Activity: Advanced Content & Title Options
• eBooks
• Video Tutorials
• Whitepapers
• Podcast Series
• Guides
• Online Courses
• Webinars
• Online Quizzes or
Assessments
Copyright, Cleriti, 2017. All rights reserved
Content Plan
Copyright, Cleriti, 2017. All rights reserved
Content Plan
Content Planning Guidelines
• Campaign Keywords
• Related Titles to Advanced Content Offer
• Outline 13 Blog Titles
• Write Search Meta
• Include the Latest Research and Trends
Copyright, Cleriti, 2017. All rights reserved
Activity: Blog Titles and Descriptions
QUESTIONS?
That’s How We Do Content
Buyer Persona
Campaign Theme and
Keywords of Focus
Advanced Content Offer
and Content Plan
Copyright, Cleriti, 2017. All rights reserved
Sign Up for a Copy of Our Workbook
Write your name and email on our sign up sheet
to receive our workbook.
Please join us again on January 31, 2017 for a
workshop on tools and tips to execute and
measure your content marketing with Andrew
Rogers!
@andrewrogersROI