Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing
 

Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing

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Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Marketing Presentation Transcript

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