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Content Marketing RoadmapCreating & Launching an Effective Digital Strategy
.JUSTIN BELLEME. .MANDY GARDNER. .LAURA SANDERS.
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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
CONTENT MARKETING
ROADMAP
Slides and more at:jbmediagroupllc.com/impact
You do amazing things.More people should know.
jbmediagroupllc.com
JUSTIN BELLEME
Founder and Director of StrategyJB Media Group
Co-founderJB Media Institute
MANDY GARDNER
Senior Content Writerand Brand Journalist
JB Media Group
LAURA SANDERS
Email Marketing andSocial Media Strategist
JB Media Group
TODAY’S PRESENTERS
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1. Goals2. Brand Identity & Expertise3. Audiences
CONTENT MARKETING
ROADMAP
CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
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THE BEST CONTENT
OPPORTUNITIES
YOURGOALS
YOURORGANIZATION’S
EXPERTISENEEDS, INTERESTS,
PASSIONS OF YOUR FOCUS AUDIENCES
GOALServe your goalsfor growth and impact.
BRAND IDENTITYShare your story and unique expertise in a compelling way.
AUDIENCEServe your focus audiences something they need or want.
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Who are the people you want to serve?
Go beyond demographics!
● Needs and challenges
(relevant to what you provide)
● Hopes and fears
● Influencers
TARGET AUDIENCES
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Your content is part of your brand identity.
The topics you focus on and your approach to writing about those topics will shape your brand.
● How will your content convey your brand’s unique
expertise, mission, and values?
● What topics would you like to be a trusted authority
on?
● What do you offer that no one else does?
YOUR BRAND
CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
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Uncover what your audiences look
for online.
Identify those topics that best
intersect with what you uniquely
offer.
Look for opportunities to serve your
target audiences by performing
market research and explore the
questions your competitors are
answering and online resources they
have developed. Look for gaps and
areas for improvement.
BE DATA
DRIVEN
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Research can support:
● Brand development
● Website architecture and UX
● Content topic ideation and content calendars
● Search Engine Optimization (SEO)
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● Start with your company/organization by
brainstorming with internal stakeholders
● Look at competitors
● Build a keyword list supported by research tools
● Uncover topic context & search intent
● Always perform searches in Google to see what
content you will be competing with
BE DATA
DRIVEN
CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
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But how do we know whypeople are searching online?
Curiosity? To find options? See reviews?Write a term paper? Make a purchase?
What is the intent of each search?
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SEARCHINTENT
CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
INFORMATIONAL
how, what, who, where, why
guide
tutorial
tips
learn
TRANSACTIONAL
buy
coupon
order
[city] type of store (local)
cheap
price
NAVIGATIONAL
brand names
name of a product
name of a service
COMMERCIAL INVESTIGATION
best
top
review
attribute ofa product (size, color)
comparison
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SEARCHINTENT
CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
Definition from Wikipedia: Social capital is "the networks of relationships among people who live and work in a particular society, enabling that society to function effectively"
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FreeTools
● Keywordtool.io
● Google Keyword Planner
● Quora
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RESEARCH
TOOLS
Paid Tools
● Ahrefs
● Moz
● Clearscope
● Sparktoro
● BuzzSumo
● Answer The Public
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EXAMPLEResearch Applied
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SOCAPKEYWORDS
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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
The GIIN’s Top Keywords:
Climate Finance
Opportunity
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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
OPTIMIZED PILLAR PAGE
OUTLINE
Climate Finance
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REPURPOSE
Transcription of videos, podcasts, webinars…
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CREATING
CONTENT
ORIGINAL CONTENT
● Thought leadership (Ghostblogging - recording and transcripts)
● Interviews● eBooks / Guides
CURATE
Guest posts from influencers
List articles / Roundups
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Real Money Moves: A SOCAP Conversation on Private Prisons, Celebrity Influence, & Impact Investing With Morgan Simon and Derrick Morgan
CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
EXAMPLE:
Content Creation
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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
EXAMPLE:
Content Improvement
Results after Clearscope optimization: Pageviews increased by 76% from
28,000 to 49,000, site entrances up 81% from 26,000 to 47,000.
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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
CONTENT DELIVERY
● Share your work!
● Drive traffic to your site
● Grow brand awareness
● Build your audience
● Set one goal
● Utilize each platform
● See results
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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
SOCIAL MEDIA
CAMPAIGNS
● Accurate Audience Targeting
● Drive Web Traffic
● Brand Awareness
● Event or Brand Promotion
● Directly Amplify Content
● Sharing Relevant Content
Paid - directly targeting audience
Organic - brand awareness, thought leadership, content
#531c27#6ea6a7 #bf4930#d2cc2d #e06f25
SOCIAL MEDIA MARKETING
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CAMPAIGNSCONTENTRESEARCHFOUNDATIONS
EMAIL MARKETING CAMPAIGNS
● ~99% of consumers check their email daily
● Highest return on investment
● Most direct targeting - sharing content to an
audience that is interested, and likely to take action
● Drive traffic to your website
Content Newsletters
Dedicated Email Blast
#531c27#6ea6a7 #bf4930#d2cc2d #e06f25
Email Marketing Campaigns (Content)
#531c27#6ea6a7 #bf4930#d2cc2d #e06f25
Email Marketing Campaigns (Dedicated Emails)
1 2 3
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CONTENTRESEARCHFOUNDATIONS
MARKETING PARTNERSHIPS
● Allow you and your brand access to the network or
existing audience of the partner
● Increase exposure to new audience
● Build trust - you are borrowing some of the trust
and connection the audience already has with the
partner company or brand
● Communicating with an existing audience is easier
and more cost effective.
● Cost: Email < Social < Most Other Marketing
CAMPAIGNS
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CONTENTRESEARCHFOUNDATIONS
MARKETING PARTNERSHIPS: CO-MARKETING
● Cross promotions can reach new / interested
audience
● Build brand trust
● Influencers
● Followers are more likely to trust
Social Media promotions - Partnerships
Email Promotions - Partnerships
CAMPAIGNS
#531c27#6ea6a7 #bf4930#d2cc2d #e06f25
Partnership - Social Media
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CONTENT2RESEARCHFOUNDATIONS
EMAIL CO-MARKETING
CAMPAIGNS
● Least expensive−and most
cost effective−methods of
communication
● Audience already knows
the partner’s brand
● More likely to open the
email and take action on
the content
When you have someone’s email address, you can
reach them directly for next
to nothing.
#531c27#6ea6a7 #bf4930#d2cc2d #e06f25
Content Distribution: Partnership Cross-Promotional Emails
Partnerships provide opportunities to promote events, content, or opportunities to new, relevant audience groups.
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Define goals,
identity, and
audiences
Content strategy
and plan, backed
by data
Efficient tactics
to develop
optimized and
effective content
Organic and
paid distribution to
your target
audience
CONTENTRESEARCHFOUNDATIONS CAMPAIGNS
CONTENT MARKETING
ROADMAP
CONTENT OVERVIEW: Putting It All Together
Ethical Marketing TemplateEthical Digital Marketing PageEthical Marketing Policy
CONTENT OVERVIEW: Putting It All Together
AcumenAcademy B Lab’s B the Change
1
2
2
1
33
CONTENT ROADMAP: OVERVIEW
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THANK
YOU!
Details at ContentStrategyRoadmap.com
Content Strategy Roadmap Course
Join the JB Media Institute in our on-demand training to help you create a cohesive digital marketing plan.
jbmediagroupllc.com
MANDY GARDNER
mandy@jbmediagroupllc.com
THANK
YOU!
LAURA SANDERS
laura@jbmediagroupllc.com
JUSTIN BELLEME
justin@jbmediagroupllc.com
Slides, resources, and more at:jbmediagroupllc.com/impact
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