When we talk about content marketing strategy, all the discussions of heroes, journeys, and maps can seem a bit esoteric.
What does it look like in real life? And how exactly does it relate to email marketing?
Content marketing is a broader discipline than email marketing, but your email list is the core focus. In fact, the primary purpose of content that is distributed in other ways (social, search, ads) is to begin the email relationship.
So, let me walk you through an imaginary campaign that takes you from a documented strategy to a working funnel. I’ll use my site Unemployable as the stage for this particular campaign.
Please note that the documented portions of the strategy below are much more abbreviated than you would do for yourself. It’s just an illustration that will help you better understand how a documented strategy translates into real-world digital marketing.
Let’s take a look.
Objective:
Why are we pursuing this?
The business objective is to sell StudioPress Sites to people who want to start a new website.
Who:
In the “who” phase, we identify a single persona that we’ll keep in mind as we craft content.
This particular campaign will focus on freelancers looking to slowly move away from serving clients by shifting to a product-based business model. Our persona is a freelance writer named Penny.
Penny was thrilled to break away from the corporate marcom world and start her own business. She still loves the independence and flexibility, but some days the stress of working with clients