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Certified Digital Marketing Professional
Module 3:
CONTENT MARKETING
PRESENTED BY
[SOBOTAMOH Elias M. Ngi]
Version 7.0
Certified Digital
Marketing
Professional (CDMP)
Module 3
CONTENT MARKETING
Version 7.0
SOBOTAMOH Elias Manyi NGI
Board Chair @ AdMeUp Digital Academy
• Digital Investment Consultant .

• Board Chair of 4 ROCKS Investment LLC.
• Board Chair of AdMeUp Digital Academy LLC.
• 19 Years experience in investment management
• Expert in Digital strategy and planning.
• Researcher in the applicability of IoT
• Member of IEEE.
Content Marketing
Content Marketing
CONTENT MARKETING AGENDA
Content 1. Content Marketing
Marketing 2. Types of Content
3. Content Intent
Concepts 4. Community Management
5. Content Marketing Strategy

Content Marketing
What is it?
Content marketing is the creation, publishing and

sharing of content with the aim of building brand
reputation, awareness and affinity.
Content Marketing
The benefits
Generate
Recruit
Increase Enhance
Gro
There are a variety of benefits when it comes to content marketing. Matching these benefits to your
business objectives will help you form a content marketing plan that’s right for your business.
1. Grow: your brand or business awareness
2. Recruit: brand advocates and new customers
3. Increase: SEO ranking and web traffic
4. Generate: leads and new business
Enhance: understanding of business and interaction with key audiences
Types of Content
Qualities of effective content
Addresses
Includes Demonstrates you
Relevant Personalized Educational needs &
explicit CTAs are the solution
interests
There are a variety of benefits when it comes to content marketing. Matching these benefits to your business objectives
will help you form a content marketing plan that’s right for your business.
1. Grow: your brand or business awareness
2. Recruit: brand advocates and new customers
3. Increase: SEO ranking and web traffic
4. Generate: leads and new business
Enhance: understanding of business and interaction with key audiences
Types of Content
Two main groupings
• Newsworthy • Timeless
Topical • Time-sensitive Evergreen • Wider relevancy
• Limited repurposing • Efficient
Largely speaking we can group all content into either Topical or Evergreen content. Each type of content has their
benefits and limitations when it comes to creating content for your digital marketing efforts.
• Topical content is newsworthy, time-sensitive content that is best suited to a particular moment in time and can
be effective in driving backlinks based on it’s relevance.
• Evergreen content drives more efficiencies based on having a more timeless and longer relevancy period.
Evergreen content can be hugely beneficial for SEO keyword boosting.
A good content mix should factor in both types of content. There’s no one size fits all but a good deal of my clients look
towards a bias on evergreen content with a 70:30 or 80:20 split.
Types of Content
Topical content
Topical content is content that ties into a

moment in time and as such has a
lifespan of relevancy.
Types of Content
How to create topical content
#1 #2 #3
Choose general Consider potential Resource

themes outcomes adequately
1. Choose general themes or events: creating topical content requires quick action. Having guard rails
established for general topics or areas of topical opportunity that you’re comfortable commenting on or
creating content around can help expedite this. For example, if you’re a confectionary brand it might
make sense for you to react to pop culture, celebrity or entertainment stories but maybe not for stories
about conflict or politics.
2. Consider potential outcomes: once you have your events or themes decided upon, you can often
brainstorm potential outcomes for topical content and sketch out an approach. For example, say you
choose a sports event: one team could win, the other lose, there could be a draw, someone could
commit a foul or there could be an injury. You can create content to hold in stock in advance of these
likelihoods.
Resource: as mentioned, topical content requires fast action to be relevant and timely. Consider what
additional writers, designers and approvals you need to put in place to make sure you can publish swiftly and
correctly.
Types of Content
Examples of topical content
Here are two examples of some great topical content.
Example 1:
Around the time of “The Dress” social media phenomenon, lots of brands and businesses got involved in the
online conversation and created topical content that jumped on the news trend to get additional exposure.
Example 2:
A blog on the Coca Cola blog describes their charity relief efforts associated with Hurricane Harvey.
Types of Content
Evergreen content
Long- lasting Converting Efficient

Evergreen content is content that can be used at various stages of the buyer journey and is still relevant and of
value to the reader weeks, months and sometimes even years after its initial creation and publication. Because
of this, evergreen content can drive more traffic, generate more leads and facilitate more sales for a prolonged
period of time.
Evergreen content is:
• Long Lasting: writing is relevant and valuable for a prolonged period of time.
• Converting: content can drive more traffic and generate more leads over its lifespan.
• Efficient: content can be repurposed into different formats, maximizing creation time.
By leveraging evergreen content, you can make your content creation process more efficient and yield a
greater ROI.
Types of Content
How to create evergreen content
#1 #2 #3
Choose timeless Promote on social Repurpose at a

topics media later date
1. Choose timeless topics: rather than focusing on fleeting trends, you need to show you recognize your
customer’s needs and want to help by providing information that they can rely on for a sustained period
of time. Make sure the topics you choose are specific, and allow you to position yourself as the
authoritative source. Be simple and accessible; this will open up your content to a wider target audience,
including beginners seeking knowledge on a subject.
2. Promote on social media: you can share your evergreen content across a variety of social media
platforms, and once you’ve shared, don’t be scared to re-post it at a later date. The value of evergreen
content is its longer lifespan, so you should make the most of it. Regularly re-posting content on social
media will extend its reach and help you to acquire more followers and generate new engagement, as
the audience is new and the content will be just as relevant.
3. Repurpose at a later date: evergreen content’s longer lifespan means that it is the perfect candidate for
repurposing and recycling, which maximizes the value of your content creation efforts. For example, an
industry report could later be chunked out into a series of infographics or animated videos or slides
which could be promoted and used to engage and convert customers all over again.
Types of Content
Examples of evergreen content
• ‘How-to’ articles
• Tutorials
• Beginner’s guides
• FAQ’s
• Case studies
• List articles
• Checklists
As long as the content is high-quality and the topic is timeless, a piece of evergreen content can come in any
format.
That being said, there are some common evergreen content post types that seem to work best. Some
examples include:
• ‘How-to’ articles
• Tutorials
• Beginner’s guides
• FAQ’s
• Case studies
• List articles
• Checklists
The example shown here shows an article of tips on renting a car when abroad from Allianz. As you can
imagine these tips are relevant no matter the time of year as its general facts on what you need to know when
renting a car abroad. It also ties into Allianz’s core product offering of motor insurance so is relevant to the
brand.
Content Intention
How content works for you
Awareness
Awareness
Let potential customers know you exist
Interest Interest
Capture the audience’s attention
Consideration Consideration
Further inform customers on what you do
Conversion Conversion
Foster a warm and personalized experience
Retention
Retention
Encourage repeat business
Always make sure your content has customers on experience, price and happy customers. Why
a clear intention on what you are you versus competitors – experience, testimonials, expert
aiming for it to achieve. Intention- knowledge.
less content will easily be spotted • Conversion: to foster a warm and personalized experience
by customers as lazy, irrelevant and between customers and your business. This includes lead
not adding to your pitch. nurturing, added value, return purchase incentivizing,
• Awareness: to let potential requesting feedback, community management.
customers know you exist, • Retention: to encourage repeat business but also to shine a
what you stand for and your light on positive customer experiences for new potential
USPs versus competitors. customers. This involves heroing champion customers and
What you do, how you do it amplifying of user generated content through your content
and how you can solve a marketing channels.
problem for your As you can see, there’s no one size fits all and it’s important to
customers? consider the agenda with your content strategy to make sure it’s
• Interest: to capture the serving the right objectives but also speaking in a relatable way to
audience’s attention beyond your intended recipient.
awareness and convince
them of your proposition.
• Consideration: further detail
on what you do to inform
Content Intention
Aligning content to the buyer’s journey
Awareness
Images, Short Form Video, Social Ads, GIFs, Advertorials, Templates,
Banner Ads, Social Ads
Awareness
Interest
Blogs, Long Form Video, White Papers, Podcasts, E-books, Infographics
Interest
Consideration
Social Engagement and Re-Targeting, Case Studies, Webinars, FAQs,
Consideration Testimonials, Newsletters, Carousels, Social Display
Conversion
Conversion Images, Carousels, Social Display, Re-Targeting, Canvas, Cards
Retention
Retention Images, User Generated Content, Rewards, Reviews, Value
Additions, Discounts, Click to Buy Formats, Exclusive Offers
Overlaying the audience journey with the content that best serves
these need states helps establish a great mix of content to help you
achieve the most conversions. At each stage of the journey the type
of content you
disseminate
helps you build
added trust, and
as you progress,
the
commitment
from the user
increases until
eventual
conversion.
Community Management
An important complement to content marketing
Manage customer, product or service issues
Gain valuable insight and feedback
Turn customers into loyal fans
Network opportunities
Drive repeat sales

Community management is often the stage after content has been published, however it’s an important
consideration in resourcing in your overall content marketing plan.
It’s essentially the customer service aspect that can arise from the content you seed.
Why is it important?
• Manage negative experiences with your business into positive solutions
• Respond to business queries and help drive conversions
• Gain insights about your business from real people in real time to make adjustments if needed
• Network with like-minded businesses or influencers
• Ultimately drive new sales and repeat business
When community management works in tandem with your content, it will be much easier to move customers
through the purchase journey.
Community Management
An example
Content Marketing Strategy
What is it?
A content strategy is an ever-evolving plan that determines your

content marketing goals, target and objectives. It takes into
account your audience, their buying journey and the formats and
style aligned with your wider business.
Content Marketing Strategy
A cyclical process
Research
Strategize Plan
Create &
Measure
Curate
Publish
Complete content strategy process will help you create meaningful content, seeded to the right audience
that is measured and optimized to inform future content campaigns. Each of the main steps includes a
number of activities. These must be carried out sequentially to make logical sense and not invest time ahead
of schedule in an area that is undermined by later learnings.
For example, one must set objectives before choosing platforms, as some platforms are more adept at
serving certain objectives than others.
We will be covering each of these stages in more depth throughout the module but the activities involved in
each stage include:
• Research: social listening, competitor audits, audience segmentation, platform research
• Plan: objectives, wider business targets, KPI setting, persona creation
• Create & Curate: content types, formats, resources
• Publish: platform selection, content promotion and outreach
• Measure: social listening, monthly content reports, content audits
• Strategize: learnings, revisions, resourcing and scheduling
Developing a content marketing strategy is a cyclical process. Your learnings from the measurement phase
should always be fed back into the research and planning phase of each campaign and help evolve the
strategy.
Summary
Concepts
• Matching the benefits of content marketing to your • Community management is essentially the customer
business objectives will help you form a content service aspect that can arise from the content you seed.
marketing plan that’s right for your business. It’s an important consideration in resourcing in your
overall content marketing plan.
• There are two main types of content; topical and

evergreen. A good content mix should factor in both • A content marketing strategy is a cyclic process made up
types of content. of 6 key steps; research, plan, create & curate, publish,
measure and strategize.
• Always make sure your content has a clear intention on

what you are aiming for it to achieve. Intention-less
content will easily be spotted by customers!
Content Marketing
Research 1. Social Listening
2. Competitor Analysis
3. Content Audit
Social Listening
What is it?
Social listening is the process of monitoring digital media

channels to devise a strategy that will better influence
consumers. Taking information from places that
consumers participate in online can be invaluable.
Social Listening
The benefits of social listening to a content marketing strategy
Identify Opportunities Spot Potential Understand Brand &

Risks or Threats Business Position
Before setting up a social channel for your brand or business, it is a wise endeavour to conduct a period of
social listening in advance.
This will help you in three key ways.
1. Identify opportunities to leverage for your brand: it will help you identify any opportunities or platform
usage that you can leverage for your brand rather than just “picking it up as you go along”
2. Spot potential risks or threats to your brand: you can spot any potential risks or threats to your brand
by monitoring how the platforms are used, for example, the lack of age gating for content on Snapchat
might pose a problem if you’re an alcohol brand who has to conform to over 18s or 21s marketing rules
3. Understand brand & business position on different platforms: finally, you can understand how brands
and businesses fit into the ecosystem of each platform, for example, Facebook brand pages work better
to engage with consumers rather than Facebook personal profiles for a brand
It’s important to note that social listening has its limitations based on how open the social networks are with
their access to social listening tools
Social Listening
Tools you can use for Social Listeni
Some social listening tools include:
1. TalkWalker: monitoring of Twitter, Facebook,
Instagram, LinkedIn and 150m websites.
2. Social Mention: shows detail on strength,
sentiment, passion and reach. Displays
keywords, hashtags and sites.
Hootsuite: one of the best free tools monitoring
Twitter, Facebook, LinkedIn, Wordpress. It also has a
very useful weekly reports feature.
Define the content that
works well for your intended
audience
Competitor Analysis
The value of regular competitor monitoring
Help spot content gaps for your

brand
Identify innovation in platform
usage
Negates any clash of content or

ideas
Conducting regular competitor analysis will help your content strategy in a number of ways:
• You may spot gaps in messaging that your competitor hasn’t picked up on that your audience is
consuming
• By identifying what type of content is working well for their audiences, you can establish a profile of
what will work well for yours
• Watch how they use new formats and how you might adopt and improve their usage in your own
content
• Avoid any embarrassment of similar messaging by having a different approach on content themes or
ideas
Competitor Analysis
What to look for
• Content development schedule

• Customer feedback
• Search engine rankings (and backlink analysis)
• Website optimization
• Social following
• Tone of voice
• New format adoption
• New activation inspiration
Conducting a competitor content audit in addition to reviewing your own content will assist in defining and
refining your content strategy.
Keeping an eye on competitor campaigns can help you adapt and respond with your content. It can inform the
content and platform choice by analysing the sentiment from audiences towards competitor content and avoid
any embarrassment for your brand. It’s also good to benchmark times of the year when they are in campaign
to help inform your content schedule.
Be aware that competitors will be monitoring your content too, so don’t give too much away e.g. content
results that aren’t visible to the public in the content you seed out. For example, if you’re planning on trialling a
new innovative format or trying to secure a sponsorship with an event, make sure to keep information on
social platforms limited as your competitor could identify your intentions and beat you to it by launching
before you or securing a sponsorship ahead of you.
Always be aware that the content you create is viewable by anyone (including your competitors) and that you
should factor that into your content messaging.
Competitor Analysis
Tweetdeck
Here’s a screenshot of free tool Tweetdeck • Scheduled: your scheduled content
that can be used to monitor a competitor’s • Messages: your private direct messages
usage of Twitter. You can define search • Trending: top trending stories in your country
streams for their proactive messaging or
hashtag campaigns, their user mentions
and any untagged mentions of their
products or campaigns.
Using the navigation panel on the left, the

menu item “Add Column” can be used to
add additional workstreams to your
horizontal view including content from:
• User content: seeing all the content
and activity posted by a user
• Notifications: all the notifications
associated with your linked account
• Search: content phrases or keyword
search within the newsfeed
• Lists: content from specified users
Competitor Analysis A
TweetReach
B C
A. Search Query D
B. Reach E
C. Exposure
D. Tweet Activity G
F
E. Tweet Types
F. Top Contributors
G. Top Tweets
H. Contributors
I. Tweets Timeline
I
H
Here’s a screenshot of paid tool TweetReach that can be used to measure the usage and reach of a
competitor’s hashtag. This is a useful way in determining the success of a competitor’s campaign without
having access to their insights panel.
Let’s go through each section to learn how you can glean insights into competitor activity:
A. Search Query: search for any username or term – hashtags, phrases, keywords, URLs and more
B. Reach: the size of the potential unique audience
C. Exposure: the total number of potential impressions for the tweets in your report
D. Tweet Activity: summary of the tweets in this report, including a timeline of tweet volume
E. Tweet Types: breakdown of the types of tweets in this report (tweets, retweets and replies)
F. Top Contributors: the top three participants in this report, based on exposure, retweets and mentions
G. Top Tweets: the three most retweeted tweets in your report
H. Contributors: a full list of all participants in this report, including details about their contributions
I. Tweets Timeline: a full transcript of all tweets in your report including timestamps in UTC
Competitor Analysis
Buzzsumo
Buzzsumo is a paid for platform that allows you to assess content that’s being shared across the web including
an analysis within your vertical and identify competitor activity.
As per their own software statement you can:
• Identify which types of topics and content formats people love to share amongst your target audience
• Discover catchy headline formats that work and the influential authors to work with or curate content
from
Content Audit
Assessing performance and spotting opportunity
Setting Rolling Improve &

Objectives Optimize
Content Performance vs Key Learnings

Targets
A content audit involves assessing the performance of content against set objectives, mapping out learnings
and developing a plan to implement content improvements.
• Content performance versus targets: checking how content is working against the targets and objectives
you’d set for it
• Setting rolling objectives: reviewing objectives in light of the performance e.g. if the target was over-
exceeded, set tougher targets going forward
• Key learnings: identify what worked well and aim to repeat or improve on it, identify content that didn’t
work and reduce this type of content
• Improve and optimize: an action plan to put the key learnings into practice
Content Audit
How to conduct a content audit
KPI and objectives review Website performance + UX
Establish benchmarks going forward Social platform review
Content inventory, forms & types Language/tone evolvement

Current audience segments
Social listening
How to conduct a content audit?
• Measure specific moments in time for each audit and
keep them consistent – e.g. 1 per quarter
• Refer back to your annual goals or objectives and assess
progress towards these goals – adjust goals if needed
• Review the content formats and types over the past
period and assess the successes or failures of these
• Be sure to put narrative around your findings and don’t
just report stats
• Review your other digital platforms e.g.
website/shopping cart and assess the referrals from your
content
• Research into the various social media platforms to
identify any new innovation to leverage
• Consider the successes or failures of your language/tone
with customers
• Review your social listening to determine if there’s
anything new to be factored into your content
Why is it important?
Auditing your content regularly will assess if your KPIs are being met and if you’re
reaching your business objectives. It also allows for helpful benchmarking on an
ongoing basis. This can vary from website performance to positive social content
engagement. It’s also beneficial to review the tools you’re using, how you could
innovate formats and if the language you’re using with audiences is resonating .
Content Audit
Monthly content reports
• Key metrics
• Most successful content
• Least successful content
• Learnings
• Aligning business activities
It is recommended to conduct monthly content reports. These would be a much more abridged tracker for
you to keep on top of what’s happening in your content efforts month on month and can allow for earlier
detection of successes or failures within content. These are also handy for sharing with other marketing
effort stakeholders within a business.
• Key metrics: based on your objectives these could be: audience, reach, engagement, views, clicks,
conversions
• Most successful content: again, success here is determined by your objectives e.g. reach would be a good
metric for brand awareness
• Least successful content: look at this as an opportunity to trim the fat and eliminate what’s not working
from your content plan – be as honest as possible with this
• Learnings: how can next month’s content be better, are you noticing any month on month trends worth
highlighting?
• Aligning business activities: what else is happening in your business and how can content marketing
further support overarching business goals?
Summary
Research
• Social listening will help you identify opportunities for
• When conducting a content audit, be sure to put
your business, spot potential risks or threats to your
narrative around your findings and don’t just
brand and understand brand and business position
report on stats.
on different platforms.
• Your monthly content audit should include: key

• Carrying out regular competitor analysis will help you
metrics, most successful content, least successful
to define what content works well for your intended
content, learnings and detail what else is happening
audience and avoid the embarrassment of similar
in your wider business.
messaging.
• Use tools like Tweetdeck, TweetReach and Buzzsumo

to carry out competitor research and identify popular
topics and content formats.
Content Marketing
Plan 1. Content Goals
2. Buyer Personas
3. Content Topics
4. Content Calendars
5. Content Management Systems

Content Goals
Types of content marketing goals
Awareness Engagement Affinity Conversion Advocacy

The key types of content marketing goals we are going to look at are:
• Awareness: visibility of your brand with the target audience largely measured in impressions or reach
and the frequency of this reach
• Engagement: comments/shares/likes and replies all factoring if your content is eliciting any response
from target audiences
• Affinity: we then rank engagement in positives and negatives through sentiment attribution with posts
via reactions, comments and negative feedback signals
• Conversion: end point clicks to external digital sales channels from your content using UTM tracking
and custom links
• Advocacy: determined by ongoing positive engagement, user generated content, reviews, ratings and
recommendations
Content Goals
Aligning content marketing goals to business goals
Consistency Timing Wider Business Input Website

Make sure to align your content marketing goals to your overall business goals to ensure consistency across
customer touchpoints and a single focused message from your business. This will ultimately help drive your
commercial message and avoid any confusion of proposition with your target customer.
• Consistency: in language, appearance and message of your content in line with other marketing
materials e.g. platform handles or URLs.
• Timing: consider how digital / content marketing helps support other campaigns the business is
running.
• Input: speak to and take into account team representation from the whole business including team
members within PR, Communications, HR, Legal, Finance as there could be rich content ideas within
unexpected areas of the business.
• Website: how is your content marketing impacting your website content? Consider best structure for
optimizing images/video, how is the text element of your content effecting your SEO goals, is your
content helping towards e-commerce conversions?
Content Goals
An example: Groove HQ
Groove HQ is an often quoted case study of how aligning your content marketing goals with your business
goals can pay off.
What did they do?
• They ran an entire content marketing campaign with no ad spend
• Built their entire content marketing around the story of their business
• Reached out to industry influencers to ask them to chat
• Pivoted their content marketing to help assist their target audience: SMEs
• Instead of just talking about their product non stop, they embedded themselves in the wider SME
community and helped identify real pain points with their audience and provided utility to their target
audience
Currently make $5m per year by taking time to understand their audience and align their content marketing
strategy with their business goals
Buyer Personas
What are they?
A buyer persona is an imaginary

character based on research and
data that represents your target
audience.
Buyer Personas
Their purpose in the context of content marketing
Targeting Format Discovery

Writing is focused Informs how customers Knowing where online
on topics of interest consume content audiences get information
A buyer persona for content marketing acts as a sounding board to assess what they think, how
they feel and their behaviors so you can align your content to resonate best with them.
Targeting: Helps to position your products as relevant and worthy of consideration. Provides
valuable insights for conveying your business, performing market research, targeting
advertising, website design, usability testing and keywords for SEO.
Format: Gives you the information and perspective you need to make objective decisions about
how to craft your brand messages through the most consumed and widely accepted formats.
Therefore allowing you the best opportunity to create compelling content. Personas also help
determine the platforms and media you use. Enables content to be created to meet the
targeted needs of each profile and speaks directly to the needs of each persona.
Discovery: Personas allow you to get a grasp of your audience’s channel behaviour. They allow
you to truly tailor your brand messages so you can get the best possible response by seeding
through the most relevant touchpoint to your audience.
Buyer Personas
Considerations to make when developing customer personas
Objectives Location Job Details Platforms Device Purchase Interests

Behaviors
When developing customer personas, you need to carefully research each of the following:
• Objectives: what are they looking to achieve by interacting with your business? How
many competitors will they consider? What information is pertinent to their decision?
• Location: where are they from? Where are they based? This will include cultural
considerations.
• Job details: what’s their economic position, job?
• Platforms: what are their main sources of info? Which online platforms do they inhabit?
which resources do they consult when making decisions, how influential are each of
these
• Device: what are they using to access the internet? Screen size / browser speed and
connectivity considerations
• Purchase behaviors: what is their path to purchase? What steps do they take when
considering a purchase?
• Interests: what issues are they trying to solve? How do these issues impact on their lives?
What are the benefits of solving these challenges?
Buyer Personas
Understanding their behaviors, needs and preferences
Jane Brad Tom
Single • Living with partner Single

• •
Works hard and • Career driven Just graduated
• •
parties harder • Ambitious Seeking first job
•
Likes to treat • Likes fine foods Keen to travel
• •
herself • Tweets a lot Music lover
•
Sporty • City liver Lives rural
• •
• Lives in the city • Tablet user • PC user
• Instagrammer • Uses forums
Understanding your personas allows you to get a fuller knowledge of not only their job title but their
background. Their needs and their interest sets are important information on how to access them emotionally
but also what motivates and frustrates them. This can help you paint a picture of your ideal customer. It’s vital
to flesh out these personas based on their content and information needs to position your brand or business
as the solution to their requirements.
The hardest working customer personas are developed with field research, focus group research, surveys and
interviews with your target audience.
Content Topics
Use research to develop content topics
Keyword Audience
Search Trends
Establishment Insights
To get a clear picture of the behavior of your audience personas there’s some research required. This research
will confirm the online behaviors of your target audience. It is worth refreshing these personas at least once a
year to take into account cultural and behavioral shifts over time.
• Keyword establishment involves researching how users are finding your website currently, are these
desired terms? Are there alternative words you’d like consideration for? What keywords are your
competitors bidding for? Google Analytics and AdWords planner are helpful for this.
• Search trends involves investigating what time of day/month/year are users searching for particular
terms and how this can impact on your content strategy? What gender and countries are searching for
your product or service? Google Search trends will help you determine this.
• Audience insights involves asking what additional learnings can you determine about your audience to
help shape your strategy e.g. social media platform usage, device usage, time of day that best suits
them for consuming content, content needs, access to high speed internet. Looking at both your
Google Analytics and also the embedded social media insights panels for each platform will inform you
here.
Content Topics
Generate content topics using a variety of tools and techniques
Activities Tools
Brainstorming Pinterest
Social Listening StumbleUpon
Community Engagement RSS Feeds
There are a wide variety of methods you can use to inspire your content topics.
Activities
Brainstorming: Gather teams together to brainstorm a selection of topics which can be narrowed down at a
later stage.
Social Listening: Listen to your audience to find out what content they like, dislike or need to solve a particular
problem.
Community Engagement: Reach out to your audience and find out what content they would like from you.
Tools
Tools like Pinterest, StumbleUpon and RSS feeds are fantastic resources to find content topic ideas. We will
look at these tools a little later as they can also be used for content curation.
Content Topics
Case study: Bodyform
Bodyform, the women’s health brand, used social listening to help them create a piece of content that has
reached over 6m people around the world.
How did they do it?
• They identified an opportunity through the comments of an individual on social media about what they
considered misrepresentation in their ads
• They created a tongue-in-cheek video to respond to the user and showed utility in entertainment and
brand personality
• It worked for them as they stayed true to their position of female empowerment and being brutally
honest
Content Calendars
What are they?
Content calendars are a central document for mapping

out social media content across platforms, days, times and
objectives for a given period.
Content Calendars
Benefits
Plan
Prevent writer’s block
Stay on track
Focus
Alignment
Benefits of using a content calendar in your organization include:
• Plan: help to plan content effeciently
• Prevents writer’s block
• Stay on track: keeps social content on track across multiple platforms and re-aligns aim/strategy
• Focus: help to keep your team focused and organised
• Alignment: allow key dates for functional messaging and topical personality content
Content Calendars
Elements of a content calendar
Date/Time
Creative
Theme Platform
Copy
All good content calendars will include five key elements which cover off the who, what, where, when and
how of your content?
• Copy: the text or narrative that goes with your post (be mindful that some platforms like Twitter have
character limits so you’ve to be more succinct) this also allows you to sense check grammar and typos
• Creative: the image, video, gif, poll or format that accompanies your copy
• Theme: who this content is for, what purpose, pain point or audience interest is this content serving.
This reminds you to stay on track and be relevant!
• Date/Time: when the post is being published and how long it’s being promoted for. Be sure to include
relevant time zones, daylight savings, bank holidays and any other important notes in relation to time
Platform: how the content is being published and where e.g. via Facebook Scheduler on Friday at 8am
Content Calendars
Creating a quick and easy content calendar
#1 #2 #3 #4
Plan for the Create a simple Populate with as Edit and amend
month, quarter or spreadsheet with much detail as as required
Year column headings possible
You can create your own content calendar in a few quick and easy steps:
Step One: Decide if you are going to plan content for the week, month, business quarter or year. It’s
recommended not to plan TOO far in advance, as you need a little flexibility to accommodate unexpected
guest blogs, or articles that may be tailored to complement a specific sales campaign, for example.
Step Two: Create a simple spreadsheet with column headings for:
• Topic/title
• Content type
• Overview of the blog post
• Relevant keywords
• Target persona
• Offer/Call-To-Action
Step Three: Populate your content calendar with as much detail as possible. If you get into a habit of being
considered and intentional about the content you’re going to create, it will help you to always look for the link
between your content and the needs and interests of your customers.
Step Four: Edit and amend as required.
Content Calendars
Things to consider
Business priorities, timelines, product launches
Other marketing activities PR, Above the Line
Sponsorship activity
In store promotions
Time of yea
Aligning your content calendar with business activities is key. Consistency and alignment across your social
channels with any consumer facing messaging will add continuity and a brand narrative for users that is easy
to follow regardless of whichever touchpoint they come into contact with you.
Key considerations would be:
• Your business priorities and timelines including any new products or promotions
• Any PR, Above the Line advertising or Marketing activities
• Sponsorship of any description from your business
• In store promotions
• Time of year you’re seeding your content to obtain relevancy. Consider the time of year your content is
being seeded and the content needs of your audience at any particular times for a way of accessing
their need state e.g. at Christmas, topics like gifting ideas and festive recipes are popular with B2C
audiences online.
Content Calendars
A sample calendar
Channel
Post Text
Attachment
Objective
Character Count
Weeks
Content calendars can be weekly or monthly spreadsheets. Best practice is to embed any creative e.g. images
or stills from videos into the spreadsheet. Timings, paid support, target audience and target channel are all
worth including.
Designing a calendar template:
• Plotting out how your content themes will spread across the month
• Seeking input from all stakeholders
• Creating the content: imagery, video, text
• Plotting paid support where necessary
Another helpful feature is to keep a rolling spreadsheet and create a new template for each week or month.
This will help keep content in the same place for easy reference.
Content Calendars
Stakeholders to consider
Creative Teams
(Copy writers,
Spokespeople
In-house & Comms Graphic
Teams Teams Designers, Management

(Marketing, Media)
Sales, PR,
Legal)
Before creating your content calendar, it’s important to identify stakeholders for input of ideas, thoughts and
recommendations on content. This will lead to a more rounded calendar and prevent potential future issues by
allowing for:
• Accurate reflection of the business: content marketing should be fully representative of the full business
• Assistance in content ideas: never under-estimate the valuable input of colleagues in other areas of the
business
• Easier approval flows: for internal sign off
Content calendars should allow inclusion of:
• An in-house editorial team of stakeholders
✓ Customer Service, PR/Comms, Advertising, IT, Legal & Compliance, Product Business, Marketing,
Digital / Social Media, Mobile, Web team, Sales
• Client (if applicable)
• Creative Team
Media / Investors (if applicable)
Content Management Systems
What are they?
A Content Management System, or CMS, is a web

application designed to make it easy for non-technical
users to add, edit and manage content on a website.
Benefits of using a CMS
Automation
Content enhancement
Cross-publishing
Content creation
Task assignment
A content management system is a single platform that allows a user to control content publishing to a
website.
The benefits of Content Management Systems include:
• Automation: saves time
• Cross-publishing: allows for consistent messaging
• Content creation (if applicable): some platforms allow you to create content within them which reduces
additional software investment
• Task assignment: you can flag tasks to different team members
Types of CMS
Some common examples of website CMS platforms:
WordPress: WordPress powers a full 25% of all websites worldwide, making it the planet’s most popular CMS.
WordPress has become much more than a blogging platform. It can be accurately described as full-featured
CMS with tons of options to add plugins that increase features and functionality. It increasingly powers larger
corporate sites, and medium businesses as well as personal blogs. It is relatively easy to set up and has a wide
range of support and training materials available (much of it free).
ExpressionEngine: ExpressionEngine is a multi-purpose content management system with a modular web
platform that offers three tiers of licenses: Freelancer, Non-Commercial, and Commercial. One of it’s benefits is
its ease of use. Practically, this means that anyone can use it, without having to know PHP, the programming
language EE is built in. The user interface is designed to make websites and content management as simple
and friendly as possible, without sacriﬁcing the dynamic power of the platform in any way.
Percolate: Percolate provides software to help teams successfully execute their marketing strategy. Percolate
allows you to connect your content plans with the rest of your marketing initiatives. It has a centralized system
from where you can coordinate your global content efforts, deliver better marketing results, and deepen
customer relationships.
Things to consider when choosing a CMS
Dynamism Intuition Cost

How easy is it to edit How easy is it to use? How much will it cost the
content? business?
Considerations:
• Dynamism: how easy is it to edit the content? How much access have you? How integrated is it across
the digital and social web?
• Intuitive: how easy is it to use? Is it too complex or technical? It shouldn’t require too much technical
know how.
• Cost: CMS systems all come with an investment cost – what makes sense for your business? Does it
provide value to your business or is it an expense you do not need?
Make sure to try out a few before you make a decision. Most CMS platforms will have a free trial option that will
allow you time to see if the platform is right for you.
Summary
Plan
• Making sure content is aligned to your overall • Content calendars are an essential tool to avoid
business goals will ultimately help drive your missing important dates, focusing on your message
commercial message. and over spamming one channel over another. But
remember to align your calendar with business
activities!
• When developing customer personas, remember to
carefully research each of the following: geography,
demographic, platforms, devices and purchase • A well chosen CMS takes care of a lot of the “behind
behaviors. the scenes” work and can help guarantee a positive
customer experience as they consume your content.
Popular offerings include: WordPress, Drupal, and
• Brainstorming, Social Listening and Community
Percolate.
Engagement are great ways to generate content
topics as well as tools like Pinterest, Flipboard,
StumbleUpon and RSS Feeds.
Content Marketing
Create & 1. Content Creation
Curate 2. Content Types
3. Content Creation Tools
4. Content Curation
5. Content Curation Tools
6. Defining Your Personality
7. Brand Storytelling
8. Content Personalization
Content Creation
What is it?
Content creation is the process of generating varying

formats of collateral that serve the needs of your
intended audience to help build authority, credibility and
utility between your target audience and your brand.
Content Creation
Key stakeholders
Industry
Influencers
Your online
community Third party
sources
There are a number of key stakeholders who can be involved in the creation of your content.
1. Your online community. This is also known as User Generated Content (UGC), and involves your online
audience and customers creating content that benefits your brand. Examples include product reviews,
customer testimonials and recommendations via social media. This is an incredibly valuable method of
content creation; a recent study by Reevoo found that 70% of consumers place peer recommendations
and reviews above professionally written content. People are more persuaded by a product or service
that they know others already engage with and trust.
2. Industry influencers. Every industry has its influential figures. These are the individuals who have
positioned themselves as trustworthy authorities, whose names are synonymous with a particular area
of expertise. Associating yourself with these high-profile individuals can help to increase your brand’s
visibility, as well as its credibility. Creating content, whether it’s a guest blog or product promotion, in
collaboration with industry influencers can not only help you to nurture customer relationships, it can
amplify your message to a much wider audience.
3. Third party sources. Sometimes, collating and sharing relevant, interesting content from third party
sources can be equally valuable as creating it yourself! This process, also known as curation, requires
less time and effort than creating original content. It can also help to establish your brand as an industry
authority by sharing in the knowledge and credibility of other authoritative industry sources.
Content Creation
Your online community as a key stakeholder
• User generated content
• Call out to fans
• Reward and Amplify
• Collaboration = resonance
1. Online Community
Your own fans and followers are an invaluable content inspiration source.
The amplification of their content can help humanize your brand and show you care about your audiences
online.
How to leverage your online community for content creation:
• Through UGC also known as ‘User Generated Content’
• Invite social audiences to share their content with you
• Reward and amplify this content with your audience for a wider reach
Your audience is more likely to resonate with and share your content if they feel they contributed to or
collaborated on it.
Content Creation
Industry influencers as a key stakeholder
• Coordinate an influencer outreach

strategy to build your own industry
authority
• Use social media and social listening

to pinpoint the most authoritative
individuals
• Connect with or follow them, and
reach out with a personalized
message
2. Industry influencers. Every industry has its influential figures. These are the individuals who have
positioned themselves as trustworthy authorities, whose names are synonymous with a particular area of
expertise. Associating yourself with these high-profile individuals can help to increase your brand’s visibility, as
well as its credibility. Creating content, whether it’s a guest blog or product promotion, in collaboration with
industry influencers can not only help you to nurture customer relationships, it can amplify your message to a
much wider audience.
You can identify industry influencers by searching on social media platforms such as Twitter and LinkedIn, or
using social listening tools such as Topsy, BuzzSumo or Followerwonk. Once you have pinpointed the most
influential individuals, you should reach out to them via social media (or email, if you have their address), with
a personalized message that demonstrates your appreciation of their thought leadership and why you want to
collaborate. If you’ve read a blog post they wrote, perhaps you could reference it in your note!
The screenshot on this slide is an example of creating content with industry influencers. Pedigree wanted dog
lovers to have an emotive reason to buy their product versus competitors. Following a report from Cone
Communications which stated that 90% of consumers would be prepared to switch brand that is aligned with
a charitable cause, Pedigree used Kirstyn Cole amongst a number of influencers who amplified the campaign
speaking about their own pet dogs through social posts, videos and blogs.
The influencer campaign Pedigree generated 43million impressions, 62,800 views on content and 9,300 blog
engagements well exceeding their campaign targets.
Content Creation
Third party sources as a key stakeholder
3. Third party conversations:
Don’t discount searching hashtags on Twitter, Facebook and Instagram for inspiration on what people are
currently engaging with in relation to a specific topic.
Some brands seed their own hashtags and invite online audiences to submit their own thoughts or content.
Twitter Chats are a great way of doing this. Brands like Buffer and SEMRush create unique hashtags and
conduct a weekly chat on Twitter, which promotes engagement and provides valuable industry insights. They
then aggregate these insights and turn it into content that they can distribute in the knowledge that a lot of
invested participants will share it. Responses and insights shared can help create content around thought
leadership within your industry as content set pieces.
Content Types
Content types and formats
VISUAL
White eBook Infographic Blog Interactive

Paper Content
Video Articles Templates Webinar Podcast

&
Checklists
There’s a whole host of content formats available to marketers. These can be grouped into format by Visual,
Text, Audio and Review. There’s further specific detail on each format later in the module.
Visual content: the web is a visual medium and as such the most amount of content formats are visually driven.
The most innovation in content comes in the visual format space. Designing visual content to be responsive to
computer, tablet and mobile screens has become an important consideration for all content creators as the
user experience in relation to content is an important decider in retaining audiences.
Content Types
Whitepapers
A whitepaper is a persuasive,
authoritative, in-depth report on a
specific topic that presents a
problem and provides a solution
Whitepapers:
• These are a great knowledge sharing resource that can help you build thought leadership and
credibility in your industry. They’re a strong lead generation tool and can be a great awareness
tool too. Make sure to educate readers by focusing on an industry topic that is relevant. Provide
solutions based on research, insights and facts – a badly researched and flawed white paper
could do damage. Make sure to keep the look, feel and language on brand with your business
e.g. “We at Coca Cola did some research and found…” instead of “I researched...”
• Always include a logical link back to your business or website. For example, if you were a law
firm, you wouldn’t do whitepaper research on sugar consumption. You might, however, do a
white paper on the legal requirements for a business around calorie declarations on menus.
Whitepapers can be text heavy, so make sure to ease the reader’s job with interesting and high
quality visuals to break up any potential monotony in reading.
• Leveraging user data like email addresses for mailing lists or a social media endorsement to
gain access to your whitepaper could be a consideration. Ultimately this could achieve a lower
reach for your content but there is a better pay off for your dissemination of content. There’s
both arguments for and against. A potential avenue could be sharing part of a whitepaper to
bait audiences in and then introducing a gate for the full report.
Typically whitepapers will:
• Focus on customer’s pain points
• Demonstrate solutions
• Keep to consistent company branding
• Include links to your website
• Include strong CTAs
• Use clear, crisp visuals
• Publish in .PDF format
• Consider gating content
Content Types
eBooks
• Less formal format to a white paper
• Shorter than a whitepaper
• Link to further multimedia content
• More capacity for engagement

eBooks:
• These are usually shorter and more interactive than whitepapers. They generally focus on multimedia
content and nice “how-to” guides rather than thought leadership pieces which aim to build utility and
trust.
• They’re generally easier to distribute than whitepapers. Add a creative commons license for your e-Book
to allow for sharing by third parties and make sure to amplify through your social channels.
• eBook formats are more likely to be read as they contain functional benefits that businesses can
implement immediately rather than whitepapers which are a little more cerebral and require more
dissection to process.
eBooks typically:
• Focus on customer’s pain points
• Demonstrate solutions
• Use of engaging multimedia and graphics
• Include links to your website
• Strong CTAs
• Experiment with formats
• Don’t gate content to help message travel
Content Types
Infographics
• A creative way to show large volumes of

data or potentially dull statistics
• Allow you to show numbers & statistics in

a more digestible format
• Easy to read, visually appealing
Infographics:
• Are a great way to use data to tell a story
• More engaging than figures and visually appealing
• Can be used as longform singular content or split into social assets with additional motion graphic
elements added
Typically infographics should:
• Focus on 8 – 12 pieces of data
• Have references as the footnote on how the data was collated
• Use as much graphic elements as possible rather than just numbers and stats
Content Types
Blogs
• Combination of text
and images
• Sitting within website

structure to drive SEO
ranking
• Regular updates on
business and activity
Blogging:
• Allows businesses to journal their activity through long form text and imagery
• Blogs have the added benefit of increasing SEO ranking when considered keyword dispersal is used
• Blog content also allows reasons for third party websites to link back to your website which is beneficial
for SEO ranking
• Case studies are often featured within blogs to drive thought leadership and credibility in business
Content Types
Images
• Graphic or photos
• Branding and conveys

message/moment easily
• Resized for platform

Images:
• Are an effective content format within any digital presence
• Allows brands to convey a simple message with strong branding
• Consideration around resizing for “no click previews” on social platforms and also file sizes
• Optimum image sizes per platform change all the time so make sure to stay updated on platform
changes
• Facebook’s 360 images allow static panoramas to be mapped into a social post and are really effective
for content pieces like skylines or cityscapes
Content Types
Interactive content
• Engaging formats
• Extended dwell time
• Full screen
Interactive Content (Specifically Facebook Canvas):
• Interactive formats like Facebook Canvas allow users to dictate their own journey within a social space
• Limited formats are available for now but results are promising
• Taking over a full mobile screen with an immersive content format has increased clicks within the canvas
by up to 500% more than account averages
Content Types
Video
• Most consumed format
• Multiple expressions of video
• Consider audience, platform

and consumption format
Video Content:
• Video content is the number one form of content consumed on the web. 87% of content marketers use
video in their online marketing.
• More than 50% of video is viewed on mobile.
• Audience retention rates for video content continues to decrease based on the sheer volume of content
audiences are exposed to. Generally speaking, 20-30 seconds is the recommended length for brand
videos which means:
o Simple narratives
o Easy to understand
o Branding within first 5 seconds
Disappearing or Ephemeral Video:
Snapchat Video
10m videos are viewed on Snapchat a day. However the format only exists for 24 hours. The platform allows
for full screen vertical video with additional features such as lenses (CGI animated overlays that interact with
user generated video) filters (graphic overlays that brand onto a video). Videos are only 10 seconds long,
however they can be stitched together in a series of six videos to create a story on the platform.
If using Snapchat for your content marketing it’s worth investigating the audience usage in your market. The
platform skews heavily to a youth audience from 16-20 so make sure the platform is right for you. Also
analytics and click-throughs are limited on the platform with self-serve advertising not currently available. Paid
media on the platform can cost from $30,000 upwards for 3 x 24 hour slots for branded filters and up to
$75,000 for branded lenses. Branded interstitials, full page static of video formats, exist as advertising on the
platform.
Instagram Stories
Having replicated a number of features of Snapchat stories, Instagram stories sit as a format within the main
Instagram app. Each user has a top menu that runs horizontally (as opposed to Instagram’s normal vertical
feed) of 24 hour life span and run at a maximum of 15 seconds. Similar filters exist on the Instagram Stories
platform as well as full page interstitials.
Initial reports have shown globally that daily usage of Instagram Stories has overtaken Snapchat as a platform
for users so far. Many have theorised that the reasons for this are easier to place advertising from brands, the
existing utility and audience of Instagram and the ability to cross promote content between Facebook
considering the brand is the owner of Instagram.
Facebook Stories
These are the same format as Instagram stories but sit within Facebook in the exact positioning of Instagram
stories.
Live Video
Facebook Live, Twitter’s Periscope, Instagram stories, Snapchat Live Stories and YouTube Steams have opened
up a world of live streaming to content marketeers to allow brand followers insight into the raw real time
activities of businesses. Key considerations around this though are that the format can’t be promoted currently
other than supporting posts and in a live context. Planning is crucial to make sure you have high quality
content.
360 Video
Facebook and YouTube both allow for full 360 format within videos allowing users to see all around them. This
takes a lot of resources and planning to do well but can be a very effective format. Great examples of this
include Disney’s Star Wars 360 that show an alien planet.
Key considerations:
Video objective: emotive brand film that’s worth investing in long-form vs short-form short and simple brand
message
Seeding platform: YouTube for longer pieces versus Facebook for 20sec versus Snapchat/Instagram Stories
for 10-15sec
Subtitles: 75% of video is watched in silent autoplay via mobile – consider using these for videos with
dialogue
Content Types
Articles
• Long form content
• Immediate loads
• Discourse and thought leadership

Articles:
Articles are long form social posts that help to build thought leadership or expertise in a particular area. They
are very effective in driving conversation, gaining additional perspectives and insight from peers within the
same vertical.
LinkedIn and Facebook offer the facility to create long form articles at present which factor in text, imagery and
video into their creation.
In the example here I published an article on Instagram stories being launched in late 2016 and the
implications it would have for Snapchat’s business model. The statistics visible by the icons next to the author
byline allow users to identify views, likes, comments and shares.
• It’s important to have a snappy and succinct title
• Articles load pretty fast as the content is mostly plain text so be sure to grab your audience’s attention
in the first paragraph
• Engage with comments on articles to continue to amplify your credibility and expertise in the subject
area
Content Types
Templates & Checklists
• Add utility
• Solve a pain point
• Show true effort to help your

audience
Templates and Checklists:
These can be handy formats to help your audience and show them thought leadership. The example shown
here from Hubspot is a quick cheat sheet to content optimum sizing per platform. Why do they work for you?
• They add utility to your audience. They’re often something that can be saved down and keep for future
use. Include branding and they won’t forget the brand that helped them out with useful assistance.
• Research what your audience pain points are so what you’re creating for them actually provides
assistance and shows true effort on your part to understand the challenges of your audience.
Content Types
Webinars
• Dedicated care
• Hand holding through a topic
• Platform for Q&A
VISUAL
Webinars:
• These online seminars can help you connect to your audience in a human way by putting a face/voice
to your offering. The feeling of dedicated care that a individual can get out of a webinar helps build a
relationship with your potential customer.
• Theme your webinars on a specific topic that you are an expert in and use visual aids e.g. videos,
animations or PowerPoints over screenshare to talk them through how to solve their business need or
educate them in a specialized area.
• Allow time for Q&A and discussion on their experiences. Be warned though, if you aren’t sure of the
area you’re giving a webinar on, a Q&A could be tricky so be prepared in advance.
• Lastly, always provide a takeaway e.g. a follow up email with the presentation you delivered or an
invitation to ask more questions. Webinar audiences are investing their time in listening to your expert
insight so maximize this opportunity as much as possible.
Content Types
Podcasts
• Content format on the rise
• On the go listening
• Content repurposing
VISUAL
Podcasts:
With the rise in online audio streaming from platforms like Spotify and SoundCloud, podcasts have become
more and more popular. Globally, listenership has risen to 24% of online users with an audience of 18-54,
affluent and educated individuals.
Podcasts are the perfect format to build your thought leadership on a topic. Make sure of the following:
• Quality of audio is high
• Each podcast has a discussion area or a theme
• Invite guest participants to add their insight and have discourse
Be aware that a large volume of podcasts are consumed on the go e.g. commuting, so provide additional
information like weblinks referenced in a supporting article that users can access after the show.
Also, there’s a great opportunity for content repurposing from podcasts where a 20-30 soundbyte could be
transformed into a social object e.g. an image or a particular conversation point could be explored more
widely in a follow up blog post.
Content Types
Advantages and limitations of using a variety of content types and formats
Advantages Limitations
• Brand awareness • Silent Auto-Play

• Thought leadership • Accessibility
• Excitement and • Vertical compliance
Advocacy • Excessive data usage
• Reach wider audiences • Crisis situations
With great content comes great responsibility and knowing the limits of content will help you plan
appropriately and not over-promise and under deliver. We’ll look at the top five considerations from a whole
host of scenarios you may encounter.
• Silent Auto-Play: a key consideration for video content. 85% of Facebook video is watched without
sound. Design your video content to not be sound dependent. Consider subtitles for all video content.
• Accessibility: does your audience need ALT tag descriptions if they’re hard of vision, see above point on
subtitles for the aurally impaired users, high contrast image and colors too. Refer to the W3C
accessibility guidelines especially if you work within a public sector business where accessibility is often
mandated by law.
• Vertical compliance: speaking of law, if your business is one of regulated interest e.g. alcohol or
pharmaceuticals, be aware of the regulations in relation to your content e.g. targeting 18+
• Excessive data usage: rich content formats can pose a strain on some devices. A 300MB video might
look great but for an audience on 3G with patchy reception it will be a pain.
• Crisis situations: always consider pausing “business as usual” content promotion if you’re experiencing a
business crisis situation, depending on the severity of the situation. React to the situation as
appropriate.
Content Types
Matching content type to your audience
Thanks to new content segmentation methods available on some social platforms, known as ‘dark posting’,
businesses on social media now have the ability to match content to only be seen by the intended audience.
This method of selective content display is available through Facebook and Instagram.
For example, a shoe store may have a store wide sale on with 50% off however the creatives they use in the ad
may feature high heels for a female audience and sneakers for a male audience. Neither audience will ever see
the ad or post never intended for their audience as Facebook/Instagram have the visibility of these posts
switched off for unintended audiences.
Benefits:
• Avoids wastage by making sure the audience who see your content are 100% relevant
• Avoids irrelevant messaging reaching the wrong audience e.g. if a follower sees about an event
happening in a different country to where they live
• Allows for tweaks in language, copy, imagery without interfering with your master brand
Content Creation Tools
Content creation tools for eBooks and White Papers
Here are a selection of tools for creating eBooks and white papers. These range from web based tools to
native applications.
• MS Word is a native application intuitive for white papers but not so good for eBooks
• HubSpot and InDesign work well for eBooks creation
• PressBooks is a web based application for eBook creation
Content creation tools for images
Here are a selection of free and paid for tools for creating and editing high quality imagery. These range from
web based tools to native applications.
Free options: iPhoto, Gimp and Canva (with paid enhancements), Pic Monkey and Pixlr
Paid options: Adobe Photoshop
• Canva is brilliant for beautiful presentations
• Gimp and Picmonkey offer a great alternative to Photoshop which can be an expensive consideration
for businesses
• Photoshop however offers the best array of features for high quality image creation
Content creation tools for infographics
Here are a selection of free and paid for tools for creating infographics. Some of these are web based with
others application based. The web based platforms contain handy templates that you can customize.
• Free Tools include: Picktochart, Infogr.am (with paid enhancements)
• Paid tools include: Adobe’s Illustrator programme and Visual.ly
Content creation tools for long form video
Here are a selection of tools for creating long-form video content:
• Adobe Premiere Pro: a timeline-based video editing app developed by Adobe Systems and published as
part of the Adobe Creative Cloud licensing program
• After Effects: is a digital visual effects, motion graphics, and compositing application developed by
Adobe Systems and used in the post-production process of film making and television production
• Final Cut Pro: is Apple's signature professional video editing software
Content creation tools for short form video
Here are a selection of tools for creating short-form video content:
• Photoshop: you can use Photoshop CC’s image-editing tools to translate to video and transform a
selection of clips into movies. The redesigned, clip-based timeline panel reflects video editors like
Adobe Premiere, including transitions and effects that give finished videos professional polish
• Viva Video: comes as a native video app which allows stop motion, basic editing and branding
Content creation tools for native video editing
Native video editing tools: YouTube, Facebook, Twitter, Instagram and Snapchat:
• Instagram and Snapchat’s native cameras includes features such as boomerangs (looping forward and
back), slow motion, rewind and time lapse
• Facebook’s native camera includes features like lenses and filters
• YouTube’s native editor allows for addition of music, editing, subtitles
YouTube Editor
Here’s a look at YouTube Editor. As you can see, there are a number of handy editing options including:
• Add music/sound effects
• Add scene transitions
• Text subtitles
• Basic edits
• Scene additions
YouTube also has an Audio Library of royalty free music for usage on any videos.
Tools to proof content
Once you’ve created your content there are a number of tools you can use to double check for grammar or
typo errors:
• Microsoft Word’s Spell check: trusted and reliable, particularly for blog posts or white papers
• Adobe Acrobat: has a number of proofing tools available to check PDF documents and their markup
function can help
• Grammarly: a great native web tool that offers a browser extension for checking on page errors across
whatever platform you’re posting to and also features an intelligent plagiarism detector
Considerations to make when choosing a tool for content creation
Functionality Ease of Use Resource Frequency of Use

While there a number of content creation tools available it is important to consider the tools and their
suitability for your organisation under the following areas:
• Functionality: can the tool suitably work to fulfil all the content formats you need to create? Or is there a
tool that can create multiple formats e.g. Photoshop can create jpgs, gifs, PDFs, movs etc.
• Ease of use: some content creation tools like Canva are very intuitive but a lot of the Adobe Suite
require specialized upskilling
• Resource: there are a lot of great tools but they often have limitations on their functionality. Paid for
tools have a much wider suite of outputs but also require upskilling or dedicated resources to get the
most out of them
• Frequency of use: before considering resources, assess how frequent your need for the tool is
Best practice
• Utility
• Fit for platform
• Measureable
• Consistent
• Aligned with goals
There are many considerations with all of the various formats of content that you can create, however these
rules should hold true regardless of the platform or the content format to help you follow best practice:
• Does it provide utility: something useful for your audience - education, entertainment, information,
desire, relief
• Is it fit for the platform you’re publishing on – resolution, size, functionality
• Can you measure the effect of the content – ability to assess success or failure
• Is it consistent in appearance and style with your brand – does it relate back to your personas and brand
story
• Is it aligned with your business goals – is it clear what you’re trying to achieve with the content for your
business
Content Curation
What is it?
Content curation is the seeding of third party relevant

content aligned with your business proposition that helps
amplify your objectives but also increase efficiencies
within your content mix.
Content Curation
The difference between creation and curation
Curation Creation
•Uses aligned 3rd party content • Original content

• Addition of commentary Vs. • Higher resource investment
• Lower resource investment • 100% ownership
• Limited ownership • Credibility
• Community input
Content curation and creation have various benefits and limitations. Creation is the unique generation of
owned content. Curation is the usage of third party created content with added insight to further your
positioning.
A good content strategy should have a mix of both types of content.
Curation:
• Using aligned 3rd party content: check your sources to make sure they’re truthful and reliable
• Addition of commentary: add your two cents and value or comment on the curated content
• Lower resource investment: it’s less time and money by leveraging existing content
• Limited ownership: you need to credit the original source
• Community input: great potential to engage your community with their content
Creation:
• Original content: nowhere else on the web
• Higher resource investment: it takes more money and time to produce
• 100% ownership: you have full control of the content
• Credibility: as it’s original and controlled there’s greater credibility with online audiences
Content Curation
The benefits of using curated content
Makes you appear less promotional Makes your audience love you more
Generates overall goodwill Positions you as an industry leader

The benefits of content curation include:
• Makes your company/brand appear less promotional
• Makes your audience like you more
• Generates overall goodwill across social channels
• Positions your company as an industry leader
Content Curation
5 types of content curation
01 02 03 04 05
Aggregation Distillation Elevation Mashups Chronology

Today we have influencers; in the past we had other curators who knew the right sources to share with the
masses, in places such as libraries, museums and universities.
Today there are five types of curated content:
Aggregation: consists of curating the most relevant content about a topic into one single location. This is the
most common form of curation and the basis of most content curations services available for use or purchase.
Distillation: takes the overall “noise” about a topic and reduces it to its core concept. The best cases of social
content curation can be catalogued into this definition.
Elevation: happens when curators draft a more general insight or trend from a large amount of daily content.
Mashups: merge different content about a topic to create a new original point of view.
Chronology: is historiographical content curation. Typically, this method consists of presenting a timeline of
curated information to show the evolution of a specific topic.
Content Curation Tools
Methods
There are a number of methods you can use to curate content:
• Content Websites: Digg, Reddit, StumbleUpon, Storyful, Pinterest are vast libraries of content perfect for
curation with accreditation. Make sure to specify your interest sets to tailor your content needs. Some of
the content on these sites will carry a licensing cost though.
• RSS Feeds: Rich Site Summary is a format for delivering regularly changing web content straight to your
inbox. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS
Feed to whoever wants it. Subscribing to relevant RSS feeds can keep you up to date and relevant with
content to curate.
• Email notifications: set up Google Alerts for specific topics and keywords to identify when new content
is created in your industry.
Social listening: designate a search stream on platforms like Twitter to be listening for keywords
•
or phrases to look for new relevant content.
Content websites
Content websites you can use to curate content include:
• Reddit: comprises of message boards of content themed and grouped
together submitted by the public. These are then up voted or down voted
based on the audience interest in the topic or the content. A lot of content
that eventually goes viral starts its life off in Reddit. There is a lot of content
on the platform though so it does take some time to filter.
• Stumble Upon: StumbleUpon is a social bookmarking site that provides a
handy browser extension that archives content recommended by your peer
group and specified through your interest sets. Clicking the stumble button
randomly generates these for you.
• Pinterest: a global content curation network; users create ”boards” that are
focused on specific themes and add content to them from around the web
from videos to articles and imagery. These boards are then searchable by
keyword and curator. The platform is launching shoppable pins but this is in
early stages at present.
• Storyful: Storyful is a business which identifies high potential user generated
content and buys it direct from the users. It then sells on this content to third
party publishers for license fees. For example, Mary creates a funny video of
her cat and posts it to Facebook. Storyful spot this content through their
content detection tools and reaches out to Mary to purchase the content.
Mary’s video gets added to the Storyful database for content marketers and
publishers. Whiskas cat food spots the content and purchases it from Storyful
and uses it in a content marketing campaign.
• Digg: is a website that bills itself as ”the homepage of the internet”. Their aim
is to showcase the most shared and talked about content on the internet
regardless of topic in one place. Content can be filtered by Articles, Videos,
News, Entertainment and Long Reads.

RSS Feeds
RSS stands for Rich Site Summary and is a great way of having summarized content sent
directly to your inbox negating the need to visit lots of websites a day to see what
content people are talking about. Some great RSS feeds include:
• Feedly: a news aggregator available as an app for iOS and android, also available to
use in native web application
• FeedSpot: allows users a composite view of content from their predetermined
websites all in one place
• BlogLovin: specifically for blog content, review in one easy to use dashboard once
you’ve specified which blogs to follow
Email alert tools
Email alert tools for curation include:
• Google Alerts: users can set up search keywords or terms using this free service to identify content,
articles or comment for content curation ideas across the web or from specified websites
• Kantar: provides media monitoring across online and the entire broadcast range behind paywalls. The
service can be expensive, however, as price is dictated by volume
• Bing News Alerts: can be used to track key topics or phrases of interest by setting up Bing News alerts
to highlight results within the platform’s news content
Social listening tools
Some tools to help you conduct social listening can be seen here. They vary on ability but one important fact is
that you’ll only get out of them what you put in. So take the time to learn how to use them efficiently to get
the content you need. It’s important to trial a number of social listening products until you determine the right
one for you.
• TalkWalker: claim to be the only solution capable of tracking online, social, broadcast, and print
conversation about specific brands, businesses and verticals in one place. The tool is capable of looking
back at historic data, accommodates 187 languages worldwide and has image recognition ability to
identify mentions in non verbal communications e.g. images or video.
• Mention (formerly Social Mention): is a social and online listening tool that allows you to monitor and
track your business and vertical across open social networks, forums and blogs. The tool can also help
identify industry influencers, track your share of voice versus competitors and give you further insight
into your social audiences.
• HootSuite: can be set up to track brand or keyword mentions across the social web from public
accounts. You can also set up streams to monitor competitor activity or track influencer conversations.
Considerations
Customizable Trusted Cost

When choosing content curation tools, it’s worth considering if they are:
1. Customizable: how much freedom do you have to use the content? Some content may
be for editorial usage only and not used to promote or market a business. Other content
may have more relaxed usage policy. The onus is on the content curator to check the
usage policy and abide by it.
2. Trusted: how factually correct and accurate is the content you’re curating? As soon as
you share it with your audiences you’ll be held accountable for the truthfulness of the
content so always consider the credibility of third party content before sharing it.
3. Cost: some content carries a license fee for curation. Make sure it’s worth the investment
before sharing.
Best practice
• Be truthful
• Add insight
• Avoid duplicating content
• Mix with original content
• Give proper attribution
• Use a variety of sources
• Include a link
Best practice guidelines when it comes to content curation:
• Verify the publisher and content are factually correct and from a reliable source
• Check that it aligns to your business goals
• Be sure you can add insight and mix it with your original content
• Always credit the original content creator and link back to their original publication
Don’t just duplicate content you’ve found elsewhere.
Defining Your Personality
What is a company’s brand personality?
#1 #2 #3
How you speak The tone of The image and

to customers voice you use style linked to
your brand
Three key areas to consider when it comes to your brand personality are:
1. How you speak to customers: language, formality, responsiveness and the medium. This is determined
by your brand objectives and what is appropriate in your industry.
2. The tone of voice: are you upbeat? Endlessly optimistic? Or more real and hard-hitting? What is your
business proposition and what will your customers respond to?
3. Image: the style and visual elements linked to your brand
The importance of defining your personality
Unique
Point of
Vantage Resonance
Difference
Point
Considerations around the importance of defining your personality include:
• Point of difference in the market: enables you to vocalize what your business proposition is and allows
you to stand out from the competition
• Unique vantage: customers can see the unique proposition that you offer within the market
• Resonance with end consumer: let customers understand the why of your business by communicating
as a person with a story to tell
An example: Old Spic
Old spice has an impressive following on twitter of over 215k followers making them one of the most followed
personal care brands on the platform. But what differentiates them from their competitors is their
unmistakable personality on the platform. Their pillars of content can be broken down into:
• Humor: this is a real point of difference as a lot of the personal care brands don’t employ this as a tactic
• Quirky: they’re mavericks and have a view on life very different to their competitors with no need to
conform
• Provocative: like most personal care brands they try to paint a picture of increasing attraction with use,
this is of no difference to other competitors in the space, however their life coaching lessons from the
“old spice guy” allows them a level of personalization not experienced by other brands
Their primary target audience of 20 – 30 year old male audiences sees the quirky and humour based content
as breaking from the norm when it comes to personal care and is a part of their culture allowing them to see
the brand as one of the boys and the joker of the gang. This has done great work for building affinity with the
target audience.
What story do you want to tell?
Functional Emotional Essential
• Education & Informing • Humour • Prices

• Customer Service • Passion • Promotions
• Products • Thought leaders • Locations
• Offers/Competitions • Exciting • Availability/Distribution
• Reactive
• Topical
Roughly speaking, elements of your personality can be themed into three overall categories:
• Functional: this is less emotive and purely fact based content. This is a strong driver of action-based
content and is directly related to the business or brand. It’s the hard sell.
• Emotional: this is the realm of tapping into the human experience and showing a personality that allows
consumers to relate to your business.
• Essential: the absolute bare minimum information that a consumer needs to know about what you’re
selling to interact with your business.
A good social media content strategy should contain a healthy mixture of items from each pillar .
Brand Storytelling
The value of a credible and authentic brand story
Brand storytelling is a way to use content to tell the narrative of a business to differentiate it from the
competition with a compelling story.
• This TED talk from Simon Sinek captures the essence of why a credible and authentic brand story should
be at the heart of your content.
• Customers aren’t hooked by the ”what” or the “how” you sell, the real point of difference comes in the
”why”.
• Only you can own your brand story. Use your content to tell the story on where you’ve come from,
where you are and where you’re headed – bring your customers on that journey with you.
Brand Storytelling
Authenticity case study: Kenco
Kenco is Honduras’ biggest coffee export customer, however the country is ravaged by gang
violence. They wanted to give something back that was true to their entrepreneurial spirit and
aligned with their corporate social responsibility. The Coffee versus Gangs imitative saw Kenco
train 20 young people to get them into the coffee business and out of crime. They partnered
with the Telegraph to create a digital content hub that told the story in documentary style of
Coffee Versus Gangs ranging from short form video to articles and long form video.
The results:
• Over 5.5 million have engaged with the content since Coffee vs Gangs began
• Sales of Kenco are up by 8.4%
• Market share has increased by 3% despite being outspent 4-to-1 in media by its biggest
rival
An example of brand management: DKNY
This case study from DKNY shows how a potential crisis situation was averted by linking back
to the brand’s story and dedication to NY visuals.
What happened:
• Humans of NY was approached by the brand but declined to sell their images
• DKNY purchased what they considered different images from a third party but it
transpired these were Humans of NY’s images resold
Brand Storytelling
An example of brand management: DKNY
Here, you can see DKNY’s response where they tell their brand story to expand their love of NY imagery,
apologise for the error and make a donation to a NY charity to further make amends.
Brand Storytelling
Steps to creating your business story
1. Define your personality & brand
2. Identify your audience
3. Map story to personas
4. Align business objectives

Here are some steps to creating your own brand business story:
1. Define your personality and be true to your brand
2. Identify your audience adequately and what they will respond to emotionally
3. Always map your story back to your customer personas
Don’t forget your business objectives. Make sure your story is delivering on your wider business objectives
Content Personalization
What is it?
Content personalization is a powerful process of

using different content at different stages of the
buying process to be hyper relevant to the right user
at the right time.
The benefits
Targeted & Relevant Higher Conversion Rate
Increased Brand Affinity Drives Efficiency

Benefits of content personalization include:
• Content personalization makes your message more targeted and relevant to a specific audience at a particular
point in time.
• Personalized content leads to higher conversion rates. For example, research has shown that personalized calls
to action within content can result in a 42% higher conversion rate than generic calls to action that aren’t
personalized.
• Ultimately, content personalization drives a connection with your audience which increases brand affinity.
Customers whose experiences are nurtured with personalized content produce a 20% increase in sales
opportunities.
• Segmenting content intelligently drives efficiency and avoids wastage of irrelevant content creation.
How to give your content that personal touch
Leverage customer
data
Measure and analyze Target your messaging

Personalized content is highly relevant content, which meets and adapts to the changing needs and interests
of your audience. Remember, no two customers are the same, so you shouldn’t treat them the same. You can
massively enhance and humanize your content strategy by simply treating your customers like the individuals
they are! At its core, personalization is about driving sales by nurturing individual customer relationships. It’s
about listening, and showing that you care.
Leverage customer data: are they a website visitor? A newsletter subscriber? A former customer? You can use
what you know about your customer’s attributes and behaviors, as well as what stage they’re at in the
customer journey. For example, current and former customers should be targeted with different content than a
new lead. If done well, this kind of personalization can help accelerate the conversion of your customers.
Target your messaging: you can use your insights into your customer’s behaviors and preferences to tailor
content to engage them. This can be achieved through a number of simple methods, such as emailing a
promotional offer that’s tailored to a customer’s previous buying behaviors, or specific product
recommendations based on their browsing history on your website.
Measure and analyze: as you develop content for different customer segments at different stages of the
customer journey, you will gain a better understanding of what’s effective with each group based on the
content they consume, in terms of their education and awareness. When a sale closes, you can analyze the
content they engaged with throughout their customer journey to see what impact it made.
An example: Vidyard
Vidyard created a super personalized

campaign of bespoke video assets to
drive its commitment to potential
clients
Online video platform for business Vidyard, created bespoke video follow ups for all of their leads. The man in
the video addresses the intended recipient by name and makes reference to his colleagues in the video. This
approach is extremely time consuming but for high value clients being targeted, it could pay dividends on
return!
An example: Fashion Websites
Summary
Create & Curate

• Be sure to research your audience, define your how you speak to customers, your tone of voice
proposition and strategy and allocate adequate and the image and style linked to your brand. It can
resources before jumping into content creation. be put into three overall categories; functional,
emotional and essential.
• Be aware of the various advantages and limitations

of using a variety of content types and formats. • Content personalization maximizes the return on
your creation efforts, as it’s tailored to potential and
existing customers at their specific stage of the
• Content curation is a great way to appear less
promotional and generate goodwill. Make sure to customer journey.
add your own insights to it and check sources to

make sure they are reliable and factually correct!
• Your company's brand personality is made up of
Content Marketing
Publish 1. Content Platforms
2. Content Seeding
3. Content Scheduling
4. Content Promotion
5. Content Repurposing
Content Platforms
Matching your platform to your audience
#1 #2 #3
Content Need Audience Your Proposition

Ecosystem and Format
Tailoring your content and platform usage to your audience will prevent wastage and make for a more efficient
content strategy.
Key considerations here are:
• Content Need: will your content add value to your intended target, is it relevant to the persona and is it
constructed in a way that resonates with them and enhances your reputation with them?
• Audience Ecosystem: is the intended platform for publishing somewhere your target audience inhabit?
Your research phase will let you know.
• Your Proposition and Format: is your content suitable for the intended publishing platform by format
and tone? Is it clear what you want your audience to do as a result of seeing your content?
Content Platforms
Making sure both work together
Infographic/ Interactive
White Paper eBook Blog Video 360 Video Live Video Articles Templates Webinar Podcast
Images Content
❌ ❌ ✔ ❌ ✔ ✔ ✔ ✔ ❌ ✔
✔ ✔
❌
❌ ❌ ✔ ❌ ❌ ✔ ❌ ✔ ❌ ✔ ✔
❌ ❌ ✔ ❌ ❌ ✔ ❌ ✔ ❌ ❌ ❌ ❌
✔
✔ ✔ ✔ ✔ ❌ ✔ ❌ ❌ ✔ ❌ ❌
❌ ❌ ❌ ❌ ❌ ✔ ✔ ✔ ❌ ❌ ✔ ✔
❌ ❌ ✔ ❌ ❌ ✔ ❌ ✔ ❌ ❌ ❌ ❌
Website ✔ ✔ ✔ ✔ ❌ ✔ ❌ ❌
✔ ✔ ✔ ✔
First let’s consider platforms. This table shows the different forms of content and what works best on each
individual channel. As you can see, Facebook and Twitter support the widest arrange of content types. Making
sure you’re using the right content per channel for your audiences is crucial in utilizing the platform to its
maximum. However, it is also important to note that platforms like LinkedIn and Snapchat have their own
benefits and niche audiences in contrast to the mass audience platforms of the big three (Facebook, Twitter
and YouTube).
Content Seeding
What is it?
Content seeding is a strategic approach to scatter

content across the Internet. Content can be spread
across multiple online and digital platforms.
Content Seeding
The benefits
Reach Relevancy Increase
Build Generate
The benefits of content seeding include:
• Reach: allows your content to reach a much wider audience with your message
• Relevancy: by leveraging third parties you can ensure your content is seen by the right audiences and
get your message to the right targets
• Increase: SEO ranking and web traffic back to your channels and site
• Build: understanding, awareness and thought leadership within your industry
• Improves: your SEO overall for brand mentions
• Generate: leads and conversions
Content Seeding
A multi-channel approach
Owned Collaborative Earned/Paid
• Facebook • Reddit • Third party social channels

• Twitter • Pinterest • Online news sites
• Instagram • StumbleUpon • Influencer channels
• YouTube • Digg • Blogs
• Snapchat • Forums • Vlogs
• Pinterest • Tagging • Journalists
• Blog • Linking
• Website
When it comes to content seeding we can view distribution channels in three spaces:
1. Owned: these are the channels that you have 100% autonomous control over. These channels offer the
best opportunity to shape your message, creative and content. Challenges with owned spaces is
reaching your intended audience and danger of being too product focused.
2. Collaborative: these are channels where online communities come together to share and create content
together. Weaving your content in here can benefit from user generated content (UGC) input making
users feel a part of the creation process.
3. Earned/Paid: Earned and paid channels for your message represents great opportunity for content
marketers by leveraging already engaged audiences or networks and placing your product into the
existing conversation. Great conversion can be achieved by correctly identifying perfect fits for these
third party channels. We will cover this further when we get to content promotion.
Content Seeding
The challenges
Reach Relevancy Transparency Content
Budget/ Tight
Measurement
Resource Collaboration
The following are some of the challenges to consider when content seeding:
• Reach: social platforms now leverage reach for paid promotion so the organic space is not a successful
area for any brand utilizing content marketing. Be realistic about investing in content seeding to garner
reach for your campaigns.
• Relevancy: achieving great reach can also mean wastage in relevancy of your messaging. Utilizing clever
targeting can help overcome this.
• Transparency: making sure all paid placements are transparently declared as paid for content to not
mislead audiences.
• Content: it can be a challenge to create high quality enough content with a consistent brand message in
new and innovative ways to merit seeding and investing in paid social formats.
• Measurement: this can be a challenging area considering businesses often have many forms of
marketing ongoing at once. Make sure you set up appropriate protocols for measuring a direct return
on investment in advance of campaigns going live e.g. focus groups before and after to ascertain brand
recall/awareness.
• Budget/Resource: remember content seeding is doing a job for your business and generating leads and
sales. Appropriate allocation of budget and resources must match your objectives. Many businesses can
struggle with limited personnel allocation.
• Tight Collaboration: make sure your organization doesn’t operate in silos and that your content seeding
efforts are helping all areas of your business. For example, your sales team may need to leverage
content seeding on your business channels in order to close a deal with a prospective buyer as an extra
within a package.
Content Seeding
Seeding curated content Email
Newsletters
Email
Blog Posts Social Posts
Newsletters
There are a number of methods you can use to seed your curated content:
1. Summary Blog Posts: these blog posts can discuss content seen in other places, top tips lists, observations
by comparing and contrasting of multiple similar items in your industry to add your thought leadership
perspective
2. Email newsletters & notifications: sharing news stories of the week from your industry and also positioning
your view and news about your own business amongst these
3. Social posts: on a micro level retweeting or sharing stories with additional narrative, or thought on articles or
content pieces
Content Scheduling
What is it?
Content scheduling is the method by which

content is uploaded for future publishing.
Content Scheduling
Methods
Native Third Party
• Facebook Scheduling • Hootsuite

• Twitter Studio • Buffer
• WordPress Post • Sprout Social
scheduling • Percolate
• Falcon Social
There are a number of methods you can use to seed your curated content:
1. Summary Blog Posts: these blog posts can discuss content seen in other places, top tips lists, observations
by comparing and contrasting of multiple similar items in your industry to add your thought leadership
perspective
2. Email newsletters & notifications: sharing news stories of the week from your industry and also positioning
your view and news about your own business amongst these
3. Social posts: on a micro level retweeting or sharing stories with additional narrative, or thought on articles or
content pieces
Content Scheduling
Native facilities
Facebook scheduling:
• Allows you to schedule images, text, videos
• You can also backdate content and save as drafts
Twitter scheduling:
• Allows for scheduling of images and text only
• Doesn’t allow for backdating of content
Presently no scheduling feature exists natively on Instagram, LinkedIn or Snapchat. Scheduling is available on
YouTube, Wordpress and Tumblr.
Content Scheduling
Content scheduling tools
Free and paid content scheduling tools include:
• Hootsuite: a great tool for starters on scheduling content and social listening combined
• Sprout Social: a management tool that lets multiple users schedule, publish and analyze social media
posts across several platforms
• Buffer: you can add articles, photos, and video and Buffer will automatically post it to your social media
accounts throughout the day
• Percolate: allows for task delegation and content creation in addition to scheduling. With some time
investment, this tool allows for a really dynamic outcome
Content Scheduling
Benefits and limitations
Benefits Limitations
• Time efficient • Inability to react

API
• updtates
• Cross posting
Benefits of content scheduling:
• Time efficient: scheduling a large amount of content in one sitting allows for time spent on other
activities
• Cross posting (third party apps): some third party tools allow scheduling of content to multiple
platforms with a single click from their integrated approach
Limitations of content scheduling:
• Inability to react to the world around us: in case of a natural disaster or tragic event, automated content
may mean you forget to disable content which may be deemed inappropriate, however the scheduler
does not have the intelligence to remove this content
• API updates: these often effect the third party applications when the social networks change their
security features which can lead to content not publishing
Content Promotion
What is it?
Content promotion is defined as the strategic

approach to getting your content seen by a wider
audience than your immediate owned channels
in both the earned and paid space.
Content Promotion
Content promotion methods
Influencer Guest Affiliate Media

Tagging
Marketing Blogging Marketing Partnerships
Benefits of content scheduling:
• Time efficient: scheduling a large amount of content in one sitting allows for time spent on other
activities
• Cross posting (third party apps): some third party tools allow scheduling of content to multiple platforms
with a single click from their integrated approach
Limitations of content scheduling:
• Inability to react to the world around us: in case of a natural disaster or tragic event, automated content
may mean you forget to disable content which may be deemed inappropriate, however the scheduler
does not have the intelligence to remove this content
• API updates: these often effect the third party applications when the social networks change their
security features which can lead to content not publishing
Content Promotion
Influencer Marketing
Content Content
Media Channel
Co-creation Amplification
Influencer marketing can be used in one of three ways:
1. Media Channel: where the influencer is essentially used as a paid for media channel to speak about your
product/business
2. Content Co-Creation: where you work with an influencer to craft content for your audience and theirs
that adds value and takes into account the content behaviours of your influencer’s own audience
3. Content Amplification: where an influencer shares your content through their channels via retweets,
shares or regrams
It is important to note that influencer marketing is still considered advertising content and as such needs to be
clear that it is paid for if money exchanges hands, that it’s compliant with the advertising code for the specific
vertical its within e.g. pharma or alcohol and lastly that it’s declared using #ad or #spon to make audiences
aware that this is a paid for partnership.
Content Promotion
An example of Influencer Marketing
#ad
We can attribute the rise in influencer marketing to an audience fatigue with traditional advertising, a distrust
in brands and businesses and the rise in ad blocking by consumers. Brands and businesses are turning to
individuals to get their messages out to their target audiences.
Here, a beauty blogger has co-created a post with a beauty brand. Notice the #ad within the post.
Content Promotion
An example of Guest Blogging
The example here is an example of Guest Blogging where the Digital Marketing Institute teamed up with Dr
Dave Chaffey to write a blog on Digital Skills.
This piece of content can be shared on both blogs and can be linked to by both platforms which will spread
the reach and amplify the content beyond owned channels.
Guest blogging is a fantastic way to:
1. Position yourself as an authority and well-known name in the industry
2. Get exposure (traffic) back to your website
3. Build backlinks to your website
Content Promotion
An example of Tagging
Content Promotion
An example of Affiliate Marketing
Content Promotion
An example of Media Partnerships
Content Promotion
Why users share content
Incentives Fame Utility

Gaining shares and positive amplification in the earned sphere from social media users is
beneficial for your brand. A study by Reevoo noted that 70% of consumers trust messaging from
their peers over professional advertising messages. Shares and amplification of your content is a
way to incorporate these peer endorsements to super charge your content.
But what makes audiences share content?
1. Incentives: usually prizes are often a tactic brands utilize to get content/marketing messages
shared. These represent opportunities to build your fan base, engage with your audience
and collect data.
2. Fame: people often share content to their peers to look good within their social ‘circles’.
More commonly known as social currency.
3. Utility: people often share content that is useful. As knowledge is the original sign of power
and wealth, it continues to determine online influencers.
Content Repurposing
What is it?
Content repurposing is the re-use of content

that is still relevant through a different
format that’s fit for purpose.
Content Repurposing
Methods of repurposing
Infographic Motion Podcast White

Graphic Paper
The key understanding is that one topic can be explored in multiple ways.
In the example shown here, a blogpost could be repurposed as:
• An infographic calling out the key statistics
• A motion graphic that animates the narrative within the blog post
• A podcast that discusses the topic in more detail
• A white paper that outlines further research on the topic
Content Repurposing
An example: Moz Whiteboard Fridays
Summary
Publish
• Remember to consider the content need, the audience • There are 2 main methods for content scheduling: native
ecosystem, your proposition and format when deciding and third party.
on which platform to use for your content.
• Content promotion is a great way to get your content

• There are many platforms to choose from including seen by a wider audience and can be done through a
Facebook, Twitter, LinkedIn, YouTube, Snapchat, number of methods; influencers, guest blogging, tagging,
Instagram and your website. Each platform supports each affiliate and marketing, media partnerships.
type of content differently.
• Repurpose content to reach new audiences and extend

• Content seeding allows your content to reach a much the life span of your content.
wider audience, drives more traffic to your site and
ultimately generates more leads and conversions.
Content Marketing
Concepts Research Plan Create & Publish Measure

Curate
Measure 1. Content Marketing ROI
Content 2. Content Marketing Goals
3. Key Metrics & Tools

Performance
Content Marketing ROI
The value of content marketing
Brand Brand Conversions &

Awareness Conviction Advocacy
The value of content marketing can be largely three fold:
1. Increased brand awareness: more potential customers will know about your business through seeing and
interacting with your content
2. Building brand conviction: you can increase your credibility and authority in specific topics and drive
expert positioning
3. Conversions and advocacy: ultimately you can use your content to drive sales
Three components to calculating ROI
#1 #2 #3
Investment in Performance of Long tail benefits

content the content
When assessing your return on investment for your content marketing efforts the three major components to
assess are:
• Investment in content creation: time, resource and fiscal cost to the business to produce the content
• Performance of the content: can you track content back to impact on sales?
• Long tail benefits: did your content increase your search ranking, position your business as a thought
leader, or grow an audience of loyal followers?
While the long tail benefits may not be immediately obvious or impactful on your bottom line, don’t discount
the value of these overall as part of a holistic marketing effort.
Cost implications of content creation
Content ownership vs licensing
Internal ability
External support
Legalities
The following are some of the implications to consider when content marketing:
• Content ownership: how much of your content did you create in house. Did you license any
images/music and how long is that license for? Do you need to credit individuals in the content for fair
usage rights?
• Internal ability: how much resource or skills are available for creating your content within your business?
Will this support your content marketing goals?
• External support: do you need to consider working with external videographers, designers, copywriters
or marketing agencies to support your content efforts?
• Legalities: is your content compliant with your industry regulatory bodies? Be aware that content online
is subject to the same laws as all publishing e.g. defamation so be sure your content doesn’t breach
local laws.
Assessing content utility
• Downloads • Customer • Plays

• Saves Feedback • Clicks
• Views
Assess the utility of the content provided by reviewing:

• Downloads/Saves: how many customers found the content so valuable they saved it to their device?
• Customer Feedback: take into account any comments both positive and negative to improve your content
from your audiences online.
• Plays/Clicks/Views: for video content, Facebook/Instagram counts 3 sec, YouTube counts 30 sec as a video
view. Views shouldn’t be a true reflection on the success of a video, however % of video watched to finish and
retention rates are the key assessment of engagement.
Assessing content performance
Content recall Clicks to point Overlaying

of sale commercial
results with
content
activities
You should be able to get a helicopter view of your content performance by assessing:
• Content recall: how linked is your content style, tone of voice and style with your brand?
• Traffic to point of sale: how much traffic has a period of busy content marketing driven sales both
online/offline?
• Overlaying commercial results with content activities: how do your sales figures compare to your content
marketing activity?
Content Marketing Goals
Aligning content metrics to business goals
Awareness Consideration Sales Loyalty
• Reach • Clicks • Clicks to basket • Repeat Purchase

• Impressions • Engagement • Abandoned • Community
• Frequency • Sentiment baskets Growth
• Conversions • Reviews
It is so important to continue to aligning your content metrics to your wider business goals.
Here you can see the metrics that belong to particular stages of the buyer’s journey.
In the Awareness phase some of the most important metrics to watch are reach
Reach: how many people you have reached with your content?
Impressions: how many times you have reached them?
Frequency: the average overall times you have reached your audience
Research carried out by MindShare in the UK, revealed that the optimum frequency was between four and
eight times, which means to really impact customers and change behavior, you need an individual to see your
content at least four times. Various tools (like Facebook) will allow you to set the frequency based on your
overall business goals so be sure to take advantage of this setting where possible.
In the Consideration phase, the metrics you need to measure are clicks, engagement and sentiment. Here, you
are trying to nurture a customer through the funnel, so this phase is dedicated to nurturing on-going
conversation, providing engagement and adding value along the way.
In the Sales phase, the focus will be on what content is driving people to the checkout, or not as may be the
case. At this phase, you need to measure things like clicks to basket, abandoned baskets and overall
conversions.
Finally, in the Loyalty or Retention phase, the types of metrics we will look at are repeat purchases,
community growth and customer reviews. These metrics will help us to identify brand advocates and the types
of content that will help us to drive more repeat purchases and increase customer loyalty.
Key Metrics
What to measure
Reach Engagement Sentiment Clicks &

Conversions
Key metrics to consider in your content marketing strategy include:
• Reach: how many individuals see a piece of content
• Engagement: the likes, comments and shares a piece of content gets
• Sentiment: the negative or positive engagement users have with content
• Clicks: when a user clicks on content showing a deeper level of engagement
• Conversions: when a user completes a purchase as a result of seeing content
Key Metrics
Reach
• Number of people
• Impressions sub-metric
• Native reporting
• Reach shows the total number of people who’ve seen your content
• Impressions is a sub-metric within reach that dictates how many times a single individual has seen a
piece of content
• Reach can be gained by using the native reporting tools within the social platform
Key Metrics
Engagement
• Many variants by platform
• Exponential reach factor
• Linked to sentiment
Engagement metrics vary by platform:
• Facebook has six reaction options, comment and share functions
• Twitter has retweet, comment and heart
• Instagram has comment and heart
Social engagements can lead to exponential reach by showing the content to friends of people who’ve
engaged with it
Engagement is closely linked to sentiment as engagements can be categorized by either positive or negative
engagements. Measuring one without the other doesn’t give context. E.g. you could post a typo or misspelling
on Facebook and hundreds of fans could comment to correct you. This will show a high engagement rate but
the engagements would be negative or non-beneficial
Key Metrics
Sentiment
• Context
• Identify issues
• Optimize for your audience

Sentiment is an important metric to track within your content to know if it’s satisfying your audience need.
• It provides context to your engagements and allows you to identify how positive or negative your
audience are reacting to your content
• Tracking sentiment can allow you to identify issues with your brand or product early on to avoid a crisis
by tracking recurring themes or negative comments
• Identifying recurring positive sentiment towards specific messaging or content formats allows you to
optimize your strategy to create more of this type of content
Watch out: sentiment monitors are often automated and don’t pick up on sarcasm so it’s always beneficial to
do some manual checking on this. Good community management will allow for this too.
Key Metrics
Clicks / Conversions
• Measure the success of your content to

result in traffic back to your point of sale
• Shows attribution
• Allows for bounce analysis

• UTM tracking
Measuring clicks on your content will allow you to assess the success of your content in driving to your
website. Particularly if you have an e-commerce site these clicks can then be captured and retargeted across
the digital landscape.
• UTM tracking codes (Urchin Tracking Modules) allow you to use custom tracking codes within your
content so you can correctly attribute each click to each piece of content. Setting these up is easy and
using a free tool like Google’s Link Builder: https://ga-dev-tools.appspot.com/campaign-url-builder/ will
allow you to designate different URLs for specific campaigns and platforms.
• Tracking click attribution from content type, platform and theme will allow you to optimize towards the
most successful form of content going forward.
• Also linking the track of clicks in with your Site Analytics and overlaying data like bounce analysis (when
people click on one page and leave) will allow you to determine if the right people are visiting your site
of if changes need to be made to your targeting.
• Tracking clicks right through to basket completion on e-commerce sites will allow you to identify the
best content for driving sales and enable you to work out a true ROI on your content marketing efforts
based off the value of a completed sale.
Key Metrics
Use metrics to inform your strategy
• Is your content reaching the right audience?
• Is your audience engaging with the content you’re seeding?
• Is the sentiment of engagement on your content positive

or negative?
• What is the attention span your content is capturing?
• Which links within your content is traffic attributed to?

Review your content aligned to the below metrics and determine if changes are needed going forward:
• Reach: is your content reaching the right audience and if not is a platform change or paid consideration
needed?
• Engagement: is your audience engaging with the content you’re seeding, if not what changes need to
be implemented? Is your audience clear on what you’re asking them to do as a result of your content?
• Sentiment: is the sentiment of engagement on your content positive or negative?
• Retention: what is the attention span your content is capturing? Video drop offs, time on page, clicks on
content are all worth considering.
• Conversions: implement Urchin Tracking Module codes on links within social content to attribute site
traffic. Utilizing unique e-commerce basket promotional codes aligned to specific marketing activities
can also allow attribution of sales.
Key Metrics
Measurement tools
Native
Reporting
Summary
Measure
• Content marketing is valuable for three main • Key metrics to measure in your content
reasons. It increases brand awareness, builds marketing strategy include reach, engagement,
brand conviction and ultimately drives sales. sentiment, clicks and conversions.
• There are three components to calculating ROI of • Make sure to review your content in light of
your content: these metrics in order to make changes to your
1. Investment in content strategy going forward.
2. Performance of the content
3. Long tail benefits
• Tools like SproutSocial, Buffer, Google link
builder and Analytics and TweetReach will help
you track the key metrics for your business.
Module complete. Well done

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Certified Digital Marketing Professional

• Digital Investment Consultant .

Content 1. Content Marketing

Marketing 2. Types of Content

5. Content Marketing Strategy

Content marketing is the creation, publishing and

Topical content is content that ties into a

Choose general Consider potential Resource

Long- lasting Converting Efficient

Choose timeless Promote on social Repurpose at a

Manage customer, product or service issues

Gain valuable insight and feedback

Turn customers into loyal fans

Drive repeat sales

A content strategy is an ever-evolving plan that determines your

• There are two main types of content; topical and

• Always make sure your content has a clear intention on

Research 1. Social Listening

Social listening is the process of monitoring digital media

Identify Opportunities Spot Potential Understand Brand &

Help spot content gaps for your

Negates any clash of content or

• Content development schedule

Using the navigation panel on the left, the

Setting Rolling Improve &

Content Performance vs Key Learnings

KPI and objectives review Website performance + UX

Establish benchmarks going forward Social platform review

Content inventory, forms & types Language/tone evolvement

• Your monthly content audit should include: key

• Use tools like Tweetdeck, TweetReach and Buzzsumo

Plan 1. Content Goals

5. Content Management Systems

Awareness Engagement Affinity Conversion Advocacy

Consistency Timing Wider Business Input Website

A buyer persona is an imaginary

Targeting Format Discovery

Objectives Location Job Details Platforms Device Purchase Interests

Jane Brad Tom

Single • Living with partner Single

Content calendars are a central document for mapping

Prevent writer’s block

Business priorities, timelines, product launches

Other marketing activities PR, Above the Line

Teams Teams Designers, Management

A Content Management System, or CMS, is a web

Dynamism Intuition Cost

Create & 1. Content Creation

Curate 2. Content Types

3. Content Creation Tools

5. Content Curation Tools

6. Defining Your Personality

Content creation is the process of generating varying

• User generated content

• Call out to fans

• Reward and Amplify

• Coordinate an influencer outreach

• Use social media and social listening

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