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Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing

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  • 1. A STRATEGIC APPROACH TO CREATIVE CONTENT MARKETING Brian Clark CEO - Copyblogger Media @copyblogger
  • 2. Social Content Search Sale Email
  • 3. Unaware Attraction Permission Conversion Sale
  • 4. THE MONOMYTH
  • 5. Unaware Attraction Permission Conversion Ordinary World Call to Adventure Meeting the Mentor Crossing the Threshold Sale
  • 6. THE STORY: CONTENT AS MENTOR
  • 7. THE 5Cs OF CONTENT CREATION
  • 8. 5Cs ‣ Context ‣ Cornerstone ‣ Connection ‣ Conversion ‣ Copy
  • 9. CONTEXT ‣ What’s the journey?
  • 10. FIND OUT THEIR PROBLEMS AND DESIRES, MAKE THEM THE HERO, AND HELP THEM ON THEIR JOURNEY
  • 11. CORNERSTONE ‣ What do they need to know?
  • 12. CONNECTION ‣ What do they need to engage?
  • 13. MEANING + FASCINATION = ENGAGEMENT
  • 14. CONVERSION ‣ What do they need to believe?
  • 15. EVANGELIZE AND CONVERT
  • 16. COPY ‣ What’s the offer?
  • 17. ‣ Great product or service ‣ Fantastic value ‣ Communicate benefits ‣ Overcome lingering objections ‣ Reverse risk
  • 18. ‣Cornerstone = Educate ‣Connection = Engage ‣Conversion = Evangelize
  • 19. Brian Clark @copyblogger http://copyblogger.com/