Page 8 - Digital Marketing Resource Book

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Companies that do create a documented plan tend to see more ROI from their content
marketing efforts, so we’re going to take a look today at how to go about creating one.

First Steps:

Before you get started on your strategy, you need to know two key areas thoroughly in order to
effectively target your users and
tailor your content to suit. These are
your target audience and the goals
of the bus

With this in mind, if you haven’t
already created buyer personas
then do this before starting on your
strategy so that you know exactly
who your audience is, their
approximate age range, gender,
professions and interests. To help
you with this, Hubspot has created a
free template which you can use to
get you started.

You should also understand why you are using content marketing to reach your audience.

Consider:

• What are your business goals and how does content marketing help to achieve these
• What do you want your audience to gain from the content you create
• What action would you ideally like your audience to take when engaging with your content
• What kind of content do you need to create in order to reach people at every stage of the
buying cycle

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Digital Marketing Resource Book