If you're getting started with content marketing, watch this webinar and learn: How to Suck Less at It.

Here’s the truth, the majority of marketers #fail at content marketing. Don’t believe us, 90% of Brands are “doing” content marketing, but their success rate is only about 30%. The overwhelming reason for their failure is a lousy content strategy.

You can do better, and our webinar teaches you how. Our webinar covers the “do’s” and “don’ts” of content marketing. Learn why content strategy the foundation of successful content marketing, and how content strategy is used to:

  1. Guide your business goals
  2. Reach your target audience
  3. Provide your consumers with the content they’re seeking and nurture them throughout their buying journey

So yes, we’ll teach you how to suck less at content marketing. Others might call it setting yourself up for content marketing success. Either way, we teach you what you need to know about to achieve results in this webinar.

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All attendees are in listen only mode: Hello, and welcome to today's webinar. Today we’re going to talk about content strategy. Here’s the truth; the majority of marketers fail at content marketing. If you don’t believe us, data shows us the overwhelming amount companies openly admit their content marketing is not meeting their expectations. That’s why we’re here today, to learn the do's and don'ts of content marketing and how content strategy is the foundation for successful content marketing. Before we introduce our speakers today, a quick heads up that we’re recording today's presentation and we will email all of you a link to the recording after the event. You'll also notice that there's a chat area in the screen, so please feel free to send questions and comments throughout the presentation and we’ll do our best to answer them as we go. Back to our topic today, how to set yourself up for content marketing success and we’ll learn this from Chrissi Reimer and Kristin Boeser. They are two outstanding content strategists who spend their days helping brands reach the content marketing goals. I’m excited to learn more from them and I hope your two, so here is Chrissi and Kristin. This stat is a perfect example as to why we’re here today. The source here is “The Content Marketing Institute”, and it found that 9 out of 10 businesses are “doing” content marketing, but their success rate is only about 30%. So let’s say you had a different profession, like you could say I do coffee pouring, but I only have a 30% success rate, or I do taxes but I only have a 30% success rate, or I do firefighting but I only have a 30% success rate. That would be terrible, and you would definitely get fired from your job if you were only having a 30% success rate at those tasks. So then why should we settle for that number. So we are here today to talk about how we can “do” better and the ways that we can do that when it comes to content strategy and content marketing. So our agenda for today is we are going to through some definitions, then some different myths that come up in the world of content strategy and content marketing, how to get started, and also ways to measure success so you know what your doing is worthwhile. We’ll start at the most basic level, “what is content”? We are going to lay some ground work here through a series of quick definitions. As Chrissi mentioned, the reason this topic is near and dear to us and to you on the phone content is at the heart of what we do. MOZ has a great definition of content that we like to use. As marketers we talk to customers, we talk to clients and we communicate with our readers. That’s our job, and regardless of what form that communication takes, that’s content. So you'll hear the debates about is content king or queen? Is it context? Is it distribution? Is it SEO? So that’s what we’ll clear up in the front section of our webinar today. So is content having a blog? If you have a blog, are you doing content marketing? It can be. Every word you read on a website and every image that you see on that site is also a piece of content. Is content having an email newsletter? It definitely could be. It’s also every email that you get in your inbox. It can be video content. It can be on your site, YouTube, Vimeo, really any channel. Your content can be as tiny as a tweet. Essentially anything you produce that speaks an end-user is a piece of content. This webinar is a piece of content. Lori from Port has a great quote about “Content isn’t stuff we write to rank higher it's not a bunch of info graphics and it's not a slew of long form articles.” It’s communicating to an audience in any way. It’s not rocket science and that’s not why you’re here. We’ll talk about why content is important. We’ve all come to an understanding content is how you communicate with your customers. Not to go marriage counseling on you, but communication is key in any successful relationship. How do you communicate in ways that might be beneficial to your business? You have to cut through all the cutter. We all know this. Customers are inundated with information at the day and age The days of information scarcity are long gone and it's really difficult to make a decision. You’ve probably heard that people have the average attention span of a goldfish, so what do you do in this crowded complicated space, and how do you win? You really just need crazy focus and you find that through great content. Solve your customer’s problems and be relevant. Make your customers happy. The happier they are, the better they are set up to make a decision and ultimately a decision that’s favorable to your business. So are content strategy and content marketing the same thing? Is it the silver bullet? Sort of. Clear definitions are the way to get to smart collaboration. So a couple of key reasons that we find definitions to be critical place to start helps everyone speak the same language, both internally in your organization and externally with any partner's venders or contractors that your managing. So whether you are performing these services, sourcing them, or selling them, you need to measure and optimize them and structure your team to succeed by having this common understanding first. So what is content strategy? You're probably familiar with Christina Halverson's definition, which is not on this slide. Planning for the creation delivery and governance of useful usable content. We totally agree, also that is not super specific. We prefer this definition from Sally Bagshaw. Think about a content strategist as a business analyst. Think about how your content is helping or hindering your business, and make a plan to make it work better. In a nutshell that's your content strategy. In contrast, what is content marketing? How is that different? So here we like to use Joe Pulizzi’s definition. He is the founder of “The Content Marketing Institute” Chrissi mentioned a few moments ago. Where that stat came from about 30% success rate. Content marketing is where you create valuable, compelling, and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action. So keep in mind what makes a customer action profitable, doesn't always mean dollar signs. It really depends on your strategy. It could be engagement, awareness, or a number of things depending on what you're trying to accomplish. So that is essentially where we go full-circle. So what is profit? That depends on your strategy. You have to have a strategy in order to succeed. So where should I focus? Spoiler alert: both. Sometimes we find that it helps to oversimplify. So we’ll go through a quick cheat sheet to draw some nice contrasts between the two and then we'll get into some myth busters. So content strategy plans. Content marketing executes. Content strategy manages. Content marketing produces. Content isn’t a project. You don't set it and forget it. Content is truly a product and its created and should be maintained with a purpose in mind, otherwise it rots. You’ve probably heard the acronym rot, redundant, outdated, trivial. Content strategy will help you govern you what you produce so that you don't get into the situations. An example recently of a trivial piece of content is that our mailbox is flooded with cards from real estate agents with recipes even from the agents that just sold us our house. That’s a waste of effort. They know that we purchased this house and recipes really have nothing to do with their business as real estate agents, so if they had a solid content strategy in place, they would probably be targeting us more for referrals than anything else. Content strategy guides. Content marketing delivers. If you only do a content strategy, aim, aim, aim. If you only do content marketing, your firing, firing, firing. You really need to have them working hand-in-hand so that your aiming, firing and delivering. So in summary, content strategy is having something to say that’s worth saying. Content marketing is where your saying it. Content strategy is knowing what your audience is ordering. Content marketing is serving it up and getting results. Now for the three deep version of Myth Busters. I didn’t watch this show enough to know actually any good references here. We are here today to do some myth busting. When it comes to content strategy and content marketing, we’ve heard a lot of different rumors and myths, and you know rumors are never good, so were here to squish some of those right away. So the first myth is this just another marketing trend. Am I going to look like that jerk wearing google glasses at the latest conference? Am I going to have a creepy furby on my shelf? No, this is not just another marketing trend. As you can see this is Google trends for content strategy and content marketing. Content marketing is in the red there. So content strategy has been pretty steady over time. Content marketing as you can see over the past few years has really been increasing. The reason that this could be is content strategy takes a long time and it requires a lot of effort, versus content marketing which is more execution based. I think in the past few years’ people have really been pulling that trigger and really creating content without much of a strategy in mind. Not to give marriage counseling again, but I think of this as any romantic comedy. There’s always the fun, new, interesting person that they go on a date with, and then they always end up with the person that’s been with them longest. So, stay in it for the long game. I think that’s where content strategy has been more consistent. Content marketing has really been on the increase. So now we’re looking at the Gartner hype circle in relation to content strategy. This is representing the idea that this is the shiny new object. In content strategy, we've been hearing it for the past few years, people have been really excited about it, but it came to this place where people have really high expectations for it, thinking it was the answer to all things but not necessarily taking the time to create that strategy behind it. So we’re here in this trough of disillusionment slowly getting towards that plateau of productivity, which is where we’re trying to head. We are trying to create more repeatable processes and just working smarter so that we’re not being that 30% success rate. We want close to 100% success rate. We’re not just saying because this is our job. While we love to preach the gospel of content strategy, other people are also behind us on this. According to a forester wave survey, on average 90% of the respondents plan to increase their content marketing budgets and that 10% that’s planning to decrease budgets fell from 23% in the past, so people are definitely putting their money where their mouth is and have an interesting content strategy because they see that this is where things are headed. So boom, its false. It’s not just another marketing trend. Myth number two, “Okay so you just want us to make like 15 videos, start a blog, and hire 15 copywriters to get going on this. No, so actually a lot of where we start in our content strategy practices here at Three Deep is we first start by taking a look at what currently exists and what the actual landscape is. The first step is figuring out who your audience is, what their buying process is, and what steps they take in making a purchase similar to your products, and then ultimately does your content map to that. Does it map to what user needs and the stuff that they are taking in that process? So again step one, take a look at what you have. Depending on what your specific project is, you could pull everything on your site and take a look at all of your webpages or all of your emails. Or it could really expand and be every piece of marketing content or every asset that you have. Taking a look at what you have and then based on different sets of criteria, identifying what should be phased out, what should be revamped, so focusing on optimization and continuous improvement, looking at what's performing, how its performing, is it worth keeping but maybe just tweaking a little bit, and then what needs to be created. What are the gaps that you are seeing, and what do you have to offer? So the way we would do that here at Three Deep is a content inventory and audit process. So again this looks like a lot of information and really exciting. So we pull all of the available content assets and then take a look at a different number of criteria to determine if its worth keeping and the right criteria depends on your project and your goals. So criteria can differ depending on what your specific goals are. A place that we look to for criteria and is really great resource is a heuristics checklist which is I think we’ll share this link out after so it’s just a really great list of different criteria and again depending on your project and your goals, you can take a look at that. Once you have all this information then you are able to see where there are gaps and what types of information you should get rid of. This is false. Actually a really good place to start when it comes to content strategy is not creating anything at all, but really managing what currently exists, and not just scrapping everything. You are probably thinking that this sounds really expensive. This sounds like a lot of time, effort, and work. So here’s a little analogy. If you fail to develop the content strategy and failed to really understand your user, you'll find yourself trying to feed a five-year-old a steak, when really that five-year-old wanted a grilled cheese. You spent all this time and all this money investing, creating, and making mistakes so that it's really awesome, but it’s just going to sit out on a table on a plate and get cold. Your customer is going to go elsewhere and find exactly what they are looking for. So investing in a content strategy, yes it is an investment, but it will help prevent that a lot of wasted time, effort, and ultimately a lot of money. If you know who your customer is and what specifically they want and need and what you prefer, I’ll help you spend your time, effort, and money much more wisely. The way that we accomplished that is by using customer journey maps as a way to combat that issue. So on the left it's really small but what this particular piece is accomplishing is understanding the specific steps that the user takes. So first understanding what the user is, your target audience and understanding the specific steps they take. The most common steps we use are awareness consideration, purchase, and post purchase. Then understanding what that person is thinking, feeling, and specifically what they are doing. What actions are they taking throughout that buying process? So mapping that out really helps you figure out how to make the most useful content. Then this map on the right is really just a distilled version of that and that’s something that we really use to make it actionable. Help us determine that maybe we need an email here or specific web content to this particular piece of the journey map. So no, ultimately it can save you money and time to take the time to actually create content strategy and then execute based on that. There were way less explosions in that version of myth busters then what I’m used to. So where do I start? How do I make this practical? This sounds great in theory. This is our content strategy methodology at Three Deep. You may have seen something similar to this. I will just walk you through this at a high level. What do these phases accomplish? I’ll also nod to a couple of tools that help get us there. So before you dig into your audience, you really need to know yourself. Who is your brand and what are your business priorities? What results do you need? That happens in a myriad of ways, but essentially you need to land on what are your measurable goals, and then are all critical stakeholders in alignment? From there you can precede to your audience. So, who is your target audience? Typically, were more interested in segments then we are personas particularly less interested in demographics unless those are really driving some critical behaviors or other distinctive traits that we can activate against and really much more interested in what is important to your audience. Who are they? What did they need? Then we can start assessing marketplace opportunities. So how are these audiences making decisions or how are they trying to if they're not succeeding. What are there other options? From there we can do an analysis for how your content can help you meet those goals for your audience and your business. Find those places of mutual benefit. As Chrissi mentioned, the place that we start in the content analysis phase is with some form of an inventory and audit supplemented with analysis whether it's from Google analytics, social analytics, or whatever platform is most relevant to the property that you're evaluating. Then we move into getting some focus of this discovery phase. It’s really getting the lay of the land and what could be. Then we tighten up into what should be, and that happens in two phases. What could you do? What should you have? So a gap analysis is performed at this point and ultimately you will receive a prioritized set of recommendations which is the content plan. Now we know what we could do. Now we know what we should do. We go into execution mode. So revise, reduce, create in that order of priority. As Chrissi mentioned, it's almost always the case that revisions and optimization and a reduction in what you have is going to get you most of the way there before you need to worry about creation. People tend to reverse that order and focus on the creation. More is not always better. Focus on closing those gaps. So we think about that in three ways. How should it be organized? That’s driven by a taxonomy and a site map assuming that your project is site based. What should it say? We accomplish through a messaging strategy, which we deliver in the format of page tables. Then how do you say it? This is where experience design, creative design, and copywriting really come into play, and in many cases content curation back to the point of using what you already have. Once you've executed, then we go into iteration mode. So a strong content strategy gives you the tools to prioritize and focus your efforts for continuous improvement. So what's working? What's not? Act on it. Content isn’t set it and forget it and neither is a content strategy. So your content strategy will help you govern what you create and what you have. Also confirm your test plans and optimization efforts. So a couple of tools to refer your way. There are many resources out there. Were just going to highlight a couple of our favorites. So the content strategy toolkit by Megan Casey is a great practical resource that walks you through the tricks of the trade. Megan is from Brand Traffic. She’s a speaker at content strategy events like confab here in Minneapolis. This book comes with a zip file that you can download that is full of every tool and template that she discusses in the books and is available for you to customize and adapt to best suit your needs, versus starting from scratch or reinventing the wheel. That’s a valuable resource. Also we love the epic list of content strategy resources. That’s a blog post from Jonathan Coleman. He is a well-known keynote speaker. He is a UX and content strategist at Facebook. There are hundreds upon hundreds of resources in his epic list ranging from books, to blogs, to articles, and forums. We’ll also be providing a couple of hand selected blog posts from Three Deep that will help you started on defining measurement for your organization in your project, and how to get a great understanding of your audience and practical ways to apply that understanding. Now you know how to be a rock star content strategist, but how do you prove that you are successful. How will you know if you're successful in your content strategy efforts? So you want to be able to prove that you made an awesome, brilliant, superhero move by investing in content strategy. How do you do that? A tool that we often use is actually from that toolkit Kristin was just mentioning. Again, that was by Megan Casey. This is a little bit of a madlib, so taking you back to your youth which is always fun. So this is something that we follow to help us identify how to actually measure success. So blank project helps our company accomplish these particular goals by providing these things that makes the audience feel a particular way so that they can do this. So here's an example of how this could be filled out. So ABC’s thought leadership blog helps the company accomplish a 20% increase in overall web visits in 20+ web leads per month by providing innovative and expert content that makes busy detail oriented engineers, feel confident and or excited so they can get a quote or recommended the company to their boss. So what’s great about this is it really helps paint a really specific picture of what you're trying to accomplish with a particular piece of content. So you want to be able to map specific elements on each page to measurable metrics. What’s important about this is that when you stop to actually think about why you’re doing something, and who you’re doing it for, it helps the team that’s working on it really align and also provide clarity from the very beginning of the project. It can also help to get rid of any irrelevant ideas. So if it turns out that this doesn't actually map to a business school what you’re looking to create, then you probably shouldn't spend a lot of time and money working on that particular piece of content. Ultimately a good content strategy should make it really easy to justify a solid no to someone. If somebody is asking for a spin off piece of content, run it up against the madlib exercise and if it doesn't match up to that, then it's probably not a great fit for what you're trying to accomplish. So hopefully that gives you a little bit of confidence to understand what content strategy is, what marketing is, and gives you a little hope that yeah you can totally do that or someone on your team can do that. So in review of what we talked about today, to get really high level overview, content marketing will fail without a content strategy. So in other words, executing content and creating content without a very clear strategy is not going to be successful. You are going to become part of that statistic and will fail 30% of the time or have success less. Producing content without a content strategy is going to waste time and it’s going to waste money which is really important in a world where we are all trying to get the most bang for our buck. Before you start creating content, you want to make sure that you are identifying your goals and objectives, your audience, and understanding the user journey. This way you can align your content to those pieces. Also, always measure your results to show your boss how awesome you are, and also to learn from your efforts. To learn and optimize where it’s necessary. Maybe something is not working so great, so you want to try something a little different, or maybe it’s working really well, so you also want to learn from that and apply that in other places. So ultimately, let’s do this thing and let's do it better. So I think now we’ll start fielding some questions, so be sure to type them into that question box, otherwise I think we have a few already. Thank you Chrissi and Kristin. We’ll take some questions right now. I have seen some come in throughout the presentation, so we will definitely take some time to answer those. I also want to mention that the content audit template that Chrissi shared during the presentation will be available towards people. We’ll send a link out so everybody can download that. One of the questions that came up first was what are some common content strategy mistakes? So is there stuff that you’ve noticed with all the different brands that where they make these common mistakes or are they even some mistakes that you yourselves as content strategists have made. So let’s try that one. I have one that I see industrywide and then two that are more personal that I’ll share. So industrywide there is a trend for content strategy just really being over complicated, difficult to understand, and highly theoretical versus just been useful, practical, and doable. Also I don’t know if anyone is familiar with Erica Hall’s book “Just Enough Research”, but we tried to abide by just enough content strategy. Do what we need. Do what’s going to be useful and helpful, and try to get rid of that noise. Two other quick examples I’ll share are so one mistake using our established content strategy as guidance and inspiration, but then not pulling it back up for use and governance which is kind of what it’s for. So one example of that is presenting copy out of context, not tying it back to the messaging strategy that we established. We’ve definitely learned from making that mistake and we now are sure to present creative work in the context of the established content strategy to keep everyone anchored back. Lastly not everyone shares our affinity for color-coded spreadsheets which is shocking and appalling. Sometimes we are on the side of our over documentation, so a tip that we would offer was to synthesize, make actionable, and have all that that backup but really for the vast majority to consider that an appendix or something really exciting. Another question that we have is, are SEO and content strategy the same thing? So SEO, a lot of people talk about that. It’s definitely an element of digital marketing and content strategy and content marketing is also another element that were seeing a lot of when we talk about digital marketing. So how are they the same or how are they different? Well fortunately I am recovering SEO, so I have at least some context here. So I really view the two as working together, working hand-in-hand, and also being very separate entities. There's a lot of input so something that we really take into consideration when determining what types of content to create, particularly on websites is marketplace opportunity. SEO plays a huge role in that. You are able to do a lot of organic research to see what people are searching for from a keyword perspective. That really is indicative of what’s happening in that particular industry. So it’s really an important input to what ultimately are the types of decisions that we make and it definitely plays a role but we’re ultimately trying to look back at what that specific audience is looking for. I know that in my past working in SEO, I saw a lot of “Let’s create content so that we can rank for this particular keyword lifestyle on the contents that we can this particular keyword.” Whether it was maybe the most relevant piece of content or not wasn’t totally factored in. The audience was not really considered. So I see them playing together for sure and SEO is certainly an input to content strategy, but it’s also very separate worlds. They are separate but related. So obviously content strategy starts with identifying your needs, but sometimes that’s easier said than done. So how would I identify the content needs of my organization? A big piece of that is understanding who your audience is and the areas in which they are going to best interact with your type of business. So that would be a really good place to start and then again taking a look at what you have verses what you need and understanding from a gap perspective, you know how you can best serve your customers. If people really interact with your emails that you are sending them, that's a great place to really focus your efforts. If your blog is getting a lot of engagement focus there, that’s good as well. Customer journey maps are extremely valuable, but a way to make them even more helpful and actionable is to pull out some specific user scenarios. For example, people who are coming to the site to validate that you actually know what you are talking about. Or people come to the site know if you have a location near them. So really drilling into those specific scenarios and figuring out what are people doing to meet that need, and then doing a content layer on top of that. What do I have? Then it's an easy way to spot some gaps. Maybe I'm missing a store locater which would be very basic. Maybe I'm addressing most of the awareness in consideration phase, but I’m really light on helping someone actually make a decision and get in touch with my organization. Adding that content layover specific user scenario has been pretty helpful for us and several projects. So one question that I want to make sure that we cover here because they do a nice reference of identifying the grilled cheese that Chrissi had mentioned. So once you’ve identified your ideal content or the grilled cheese for your target audience, how do you get that content found? So that's really where SEO and PPC can really come into play as well as email marketing. Share that content with people in the appropriate places. Depending on the size of your business and relevancy of your business. SEO is more of the long game, and PPC is more of the short game. So if you want to get some of that initial interest in your content, PPC is the way to go. So you know, whether that's Google Ad’s, Bing Ad’s, Social Ad’s, finding the most appropriate place for your audience and optimizing for SEO. Optimizing for organic search ensures that your site is technically sound and can be found by search engines. That’s a whole other can of worms to open up. Those are the two main places where you're going to get that content found. So another question, as a small team we've seen and tested a lot of tools, but could you recommend a couple tools to keep content strategy in line and what would those be? Mark is part of a small team and he’s asking that question, but I think it’s probably something that companies of all sizes probably struggle with. That’s a great question. Whether you are doing internal efforts, or efforts for clients, it’s always important to have a great tool kit to reference. I’ll pull out a couple of our staples. The first would be a measurement model. We have a pretty solid template and process for how we arrived at business objectives supported by measurable goals and a clear path to evaluating success or failure against each one of those goals. So really, the tool there is the model in its entirety but really what it allows you to do is evaluate really specifically defined performance indicators against targets that will help you not only run new ideas through that filter that will help hurt against these objectives and goals that we've identified, but monitoring those targets and your actual performance on a regular basis, but those are just cold hard facts at that point. You can toss those politics and opinions aside when you are looking at your data. Another tool is the user journey and user scenario to really understand what your audience needs and expects, and to some degree what their other choices are. If you are not helping toward a decision or meeting an audience need that's a great tool for saying “no that’s unnecessary” or “not going to be helpful to us.” This isn’t necessarily a tool, but it’s a process called domain modeling which can help keep your content strategy in line in the sense that it allows you to really get all thoughts and ideas on the board. That's really what a domain model is. Everything that could be relevant to your business or your property, get it all out there, and start organizing and prioritizing. Lastly the content strategy statement that Chrissi shared a few slides back with the orange boxes, that’s really a critical anchor if everyone can get on the same page about, hey what is our core strategy statement and what can we rally around. It’s that tool that can help you prioritize content ideas and find out what channels you should be on. Really that's a great tool to say yes, no, more or less. So I think what we’ll do is take one last question, and it’s a question around what you mentioned was a content audit. How do I get started with content audit? You’ll also be sharing a downloadable asset where it’s the audit template. Maybe a nice way to answer this would be answering if there are a couple tips or tricks people could use using that audit template to get started with their own content audits. To start we will be passing along this template to you. The first place that you want to start is using Screaming Frog. It’s a tool that will crawl your site and pull every URL that is accessible on your site. That's a really good place to start and pull some key information, page title, met description, a lot of the SEO elements, and then again a URL. Taking a look at each specific page, it’s kind of the arduous project, so depending on how large your site is you may want to split it into two different sections. If your site is pretty large, maybe you want to focus on your highest traffic pages or just break it out by section. That’s a really good place to start there. Again like we mentioned, just make sure that the criteria that you are selecting is the most relevant. So mapping out your content to the specific user journey and also if you have multiple target audiences, mapping it out to the specific target audience. Then just puling in different types of information. If you have GA access and your savvy in there, pulling in website traffic and page traffic specifically. Also if you have social data, if that’s an interesting metric to you. So just identifying the specific metrics that are most useful. I would just add that the inventory piece and a portion of the audit can be and should be largely automated, so tools like screaming frog and pulling in GA data and things like that in an automated way will save you lots and lots of sanity and time. The majority of the audit is a manual and analytical process. We found it really helpful to establish some validation for each of those more subjective fields so that everyone is inputting a consistent response whether it's yes, no, somewhat. Some consistent vocabulary for how your assessing and documenting your findings. Then always including an actionable column like keep, kill, combine. Or a notes field is really critical and once your data in your audit is populated, you can manipulate it several different ways. Our favorite way to manipulate it is pull it out in a scorecard format. Kind of roll up the key metrics and to always have it in red, yellow, green conditional formatting because how else do you make a decision right? Thank you, I think those are great tips to end on. Thank you all for your time today. Chrissi and Kristin, thank you so much for presenting todays webinar. I know that I’m walking away having learned a handful of new tips and tricks for content strategy and content marketing. Thank you again for your time today. I really appreciate it. Thanks so much!


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Learn Content Marketing from Our Expert Content Strategists


Kristin Boeser
Kristin is a Senior Content Strategist at Three Deep Marketing with 9 years of agency experience. Lover of color codes, memes & spreadsheets. Fueled by coffee & crazy love for her hubs, mini-me toddler & feisty terrier. Also turkey & margaritas. Not together.




Chrissi Reimer
Chrissi is a Content Strategist at Three Deep Marketing. She has both in-house and agency SEO experience with a passion for great content. Other than content strategy, Chrissi serves as the Membership chair for the Minnesota Opera’s young professionals group, Tempo, and is co-director of the Ad2 Women’s Leadership Panel. She often Tweets about content and the Bachelor – you can follow her at @chrissireimer.