[Content Marketing] 01. Content Marketing Intro

Content Strategy & Marketing

Content: your message, which often includes or is a variation of your value proposition. 

Format: the manner in which content is arranged or presented, e.g., video, blog

The Content Marketing Process

1. Plan

2. Create

3. Distribute

4. Analyze

(repeat... )

Use your target persona as the starting point

The target persona will influence your content: 

- Purpose

- Format

- Topic

Content needs to align with the customer journey

How to create remarkable content (potential customers)

1. buyer personas

2. the buyer's journey

Content

Hero: big, tent-pole events; large scale, with longer lifetime

ex) product launch, special conference, etc. 

Hub: blog, regular posts; "push content" 

ex) blog

Hygiene: created with search in mind, product tutorials, to-do, frequently asked questions

ex) "how-to" contents, FAQs, etc.