Content Marketing Strategy
Get clarity and direction to drive results.
Let’s give your content purpose.
We hear it all the time… content is king. The backbone to any successful brand. But these days, it’s not enough to just publish content based on assumptions of what you think your audience wants to consume.
To be successful, every piece of content needs to play its part in achieving your broader marketing goals.
Let me work with you to create a high-level content marketing strategy that will help your content cut through the clutter, increase brand presence and drive conversions.
How it works
I’ll take you through 6-steps to creating your content marketing strategy. Come away with the understanding, clarity and guidance to produce, execute and evaluate your content to achieve results.
Step 1: Your Audience Personas
An audience persona (also known as a buyer or customer persona) is a semi-fictional representation of your ideal customer. A snapshot of important information, such as where they live, what they do, the problems they face, and the solutions they need.
Together, we’ll create audience personas for each of your primary audiences, so you can tailor your content to have the most impact.
Step 2: Your Content Marketing Mission Statement
With your audience personas front of mind, we’ll define the purpose of your content and the value it will provide.
What solution will your content offer?
Why is it better than your competitors’ content?
How will your content benefit your audiences’ lives?
With a clear, compelling mission statement in place, you’ll be able to curate competitive, useful content that takes your audience on the journey with you.
Step 3: Your Content Marketing Goals
By setting attainable, measurable goals, your content marketing strategy will have direction. Instead of creating content randomly, you’ll know exactly what you want to achieve from your content, how to prioritise it, and where to allocate your budget.
What are the business goals your company needs to achieve, and how will your content marketing bring you closer to these goals?
What results do you want to generate?
What resources do you need to invest in to make it all happen?
Of course, the broader goal for your content is to drive profit for your business, but the individual goals must pull together to make this possible.
Step 4: Your Metrics for Success
When you understand how your content is performing, you can optimise your strategy and channel your efforts into the areas that are working best. To do this, you need to know how to evaluate success.
I’ll help you identify your primary and secondary metrics, so you can see where your efforts and resources are paying off.
Step 5: Your Content Funnel
Together, we’ll map out your content funnel, so you can identify content ideas and topics that target audiences at different phases of their customer journey. You can then categorise each piece of content by the phase it targets. This way, each piece will play its part in luring users further down your funnel towards buying or signing up.
Step 6: Your Action Plan
With your audience, goals, metrics, and funnel identified, we’ll create an action plan that will act as the framework for your content marketing strategy, including:
- Your content topics based on relevance, search demand and keyword difficulty.
- Which content formats you will produce for the highest engagement.
- Your channels for content distribution.
- A content calendar that includes the following for each piece of content:
o Topics or keywords
o Target dates
o Headlines
o Categories or keyword clusters
o Content formats
o Goals
o Success metrics
Your action plan will help you allocate resources effectively, set timelines, and ensure consistent and purposeful content creation and distribution.
Help creating your content
If you need support with creation of content to ensure each piece is unique, optimised, engaging, and goal-oriented, I can help. In many cases, content creation works well with my Brand Messaging Deck, so that your messaging and tone of voice (TOV) align with your brand to create the best results.
Keen to explore a content marketing strategy for your business?
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"I had the absolute pleasure of working with Gemma for close to two years and was blown away with her incredible depth of knowledge, her can do attitude and her ability to make the complex simple across any platform or channel. Aside from the fact she is an incredibly talented writer and communications strategy expert, she is just an all round lovely person to work with."
Emily Watsford, Head of Marketing,
Plan Partners -
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“Gemma is a talented and skilled copywriter with a passion for digital marketing. She has been instrumental in setting up our websites to maximise traffic, increasing our online presence to grow our brand awareness and recognition, all resulting in increased sales and margin performance. I would thoroughly recommend Gemma to improve your copy and marketing effectiveness.”
Chris Kenny, Director
ecogroup -
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It's a pleasure working with Gemma - she completely understood our tone of voice and was able to carry this through the numerous communication projects and channels. Gemma is thoughtful both professionally and personally and always curious. I look forward to working with you again, Gemma.
Kristin Whitney, Marketing Manager, Plan Tracker
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“It was a real pleasure working with Gemma on the development of our new website. She is very professional, quickly grasped the essence of our brand and produced some fabulous content for us. Gemma delivered on agreed timeframes, kept within budget and provided us with some great taglines. We’ll continue to work with Gemma on other projects and can thoroughly recommend her services.”
Darren Trott, National Manager, Construct Services
FAQs
What is content marketing?
Content marketing is the strategy that informs how you distribute, promote and market your content to reach and engage with audiences. Without a clear strategy in place your content can be random and aimless, making it difficult to generate results. An effective strategy acts like a map for all your marketing communications, so that each piece plays its part in achieving your broader marketing goals.
What does my content marketing strategy cost?
Because the complexity and size of each project is unique, I charge an hourly rate for my content marketing services of $150 + GST. While it’s often difficult to predict the amount of hours a project will take, in most cases I’m able to offer a realistic estimated price range. When working with you, I remain transparent, honest and ethical about my hours, and what I can deliver, always.
Do I work remotely or in-house?
I live in Melbourne (and often the Sunshine Coast in the winter!), so depending where you’re based and what your needs are, I can work remotely/in-house or a combination of both. I remain flexible to the way you like to work, your company culture and the project at hand to get the best results.
