Captivating Content Marketing


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We’ve all heard the battle cries – Traditional marketing is dead! Content is king! But, how do you get started with content marketing? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?

In this 451 Marketing webinar, our EVP of Digital Marketing Francis Skipper will teach you how to craft a content marketing strategy that:
- Provides value to your target audience
- Improves search rankings and social signals
- Drives traffic to your website
- Nurtures leads and drives sales

Published in: Marketing, Business, Technology
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Captivating Content Marketing

  1. 1. Captivating Content Marketing
  2. 2. Francis Skipper Executive Vice President 617-259-1605 @fskip
  3. 3. “Content marketing is the only marketing left” -Seth Godin
  4. 4. What is Content Marketing? Creating and delivering valuable content to your target audience
  5. 5. Why Content Marketing? • Generates 3x more leads than traditional marketing • Build trust, create value among suspects – people who want to know what you know, not what you sell (not yet) • Decrease costs, increase customers, scalable/repeatable
  6. 6. Why Content Marketing? • Position as an expert • Attract new customers • Maintain a dialogue with existing and past clients • Increase social signals
  7. 7. What is Content? Whitepapers, eBooks, Case Studies Audio or Video Content Blog and Social Posts Events and Content from Events (Webinars, Workshops) Images and Infographics Email Newsletters
  8. 8. Google Hummingbird “Semantic relevance is the new king” - Eric Enge Stone Temple Consulting
  9. 9. Google Hummingbird
  10. 10. Google Hummingbird
  11. 11. Cornerstone of Marketing SEO Social Media Content Marketing Brand Voice & Personality
  12. 12. Content Directly Affects Search
  13. 13. Content Marketing Does NOT Doesn’t directly convert or sell
  14. 14. Content Marketing Does Does help push leads down the funnel
  15. 15. Content Marketing Strategy 4 1 PLAN MEASURE 3 PUBLISH 2 CREATE
  16. 16. Who is Your Audience? Who are your ideal customers?
  17. 17. Who is Your Audience? Moms Millennials CIOs Think about your current customers…
  18. 18. Who is Your Audience? Content you create should address your customers’ pain points: • a need • a problem • a desire • a challenge What are their biggest pain points/needs?
  19. 19. Identifying Pain Points • Check out common search inquiries around your product or industry using Google Search Trends and Google Keyword Tool • Address FAQs – ask your sales people what customers are asking them Do your research – what do your customers need?
  20. 20. Where is Your Audience? Do your research, know your platforms! For instance: • City dwellers are significantly more likely than rural residents to be on Twitter • Women are five times as likely as men to use Pinterest • Baby boomers are the fastest growing segment of Facebook Where do they find information online? Source: Pew Research Center
  21. 21. Audit Current Content Catalog any existing content and categorize by: Type Date Topic Persona Repurpose content that is outdated but still valuable Identify holes or missing content
  22. 22. Incorporate Social & Search Goals What things do you need to rank for in social and search?
  23. 23. Define Major Topics • What do you know? • Fill in content gaps from your audit… • Think about achieving search and social goals What do you want to be known for?
  24. 24. Define Team/Roles • Designate an overall content coordinator • Have coordinator from each functional area • Designate members of senior management team to oversee/contribute – adds to validity Set clear roles, expectations, and standards
  25. 25. Create a Content Calendar • Color code by content type • Clearly define ownership • Create a checklist for social media promotion • Share as far in advance as possible to allow time for creation Use a shared calendar such as Google Calendar to share content plan internally
  26. 26. As You Are Creating, Ask… Is this content... Unique? Fun? Credible? Inspirational? Beneficial to Share? …Does this Inspire Sharing?
  27. 27. Portable Content Answers Popular Questions – “How To”
  28. 28. Portable Content Real-Time Marketing
  29. 29. Portable Content Real-Time Marketing
  30. 30. Portable Content Top 10s, Best ofs, and Countdowns
  31. 31. Tools for Content Creation • Set up Google alerts • Set up streams in Hootsuite (social listings)
  32. 32. Publish
  33. 33. Make Sharing Simple! Links to social properties on website Share buttons with content
  34. 34. Measure and Adjust What’s getting shared the most, by who, and when?
  35. 35. Build Trust • Be consistent • Be generous • Become the authority Follow through with your strategy – make sure your audience can count on regular content
  36. 36. Takeaways: Content marketing is a great way to build trust, enhance social media and search marketing, and increase lead flow. 1. Plan Define audience and needs Audit current content Incorporate social and search goals Define major topics Define team/roles Create a calendar 2. Create Create relevant, portable content 3. Publish Publish content across platforms – make it shareable! 4. Measure Measure effectiveness and adjust
  37. 37. Questions?
  38. 38. Francis Skipper Director of Search Marketing 415.542.6250 @fskip
  39. 39. Captivating Content Marketing