SW Content Marketing
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Content marketing is increasing in importance with significant changes in Google's and Facebook's algorithms. Americans expect to get their information online and want experts to provide them with ...

Content marketing is increasing in importance with significant changes in Google's and Facebook's algorithms. Americans expect to get their information online and want experts to provide them with that information, education and advice. Brands have an opportunity to position themselves as the experts in their industries by creating and sharing exceptional content.

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SW Content Marketing Presentation Transcript

  • 1. CONTENT! MARKETING MAKING IT WORK FOR YOU
  • 2. CONTENT MARKETING WILL BECOME MORE IMPORTANT IN THE NEXT 12 MONTHS @reeves501 @stoneward
  • 3. WHAT IS CONTENT MARKETING? Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. ! It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it. @reeves501 @stoneward
  • 4. WHAT IS CONTENT MARKETING? Content marketing is the art of communicating with your customers and prospects without selling. ! It is non-interruption marketing. ! Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. ! The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. @reeves501 @stoneward
  • 5. WHAT IS CONTENT MARKETING? Good content marketing makes a person ! STOP! READ! THINK and! BEHAVE! ! differently. @reeves501 @stoneward
  • 6. BRANDS MUST ACT AS PUBLISHERS TO MAINTAIN RELEVANCY IN THE MINDS OF THEIR CUSTOMERS @reeves501 @stoneward
  • 7. DIGITAL CHANNELS ARE THE VEHICLES FOR COMMUNICATING AND DISTRIBUTING ! INTERESTING STORIES (CONTENT) ACROSS THE INTERNET. ! ! IN TURN, READERS SHARE THE CONTENT THEY THINK IS COMPELLING.! @reeves501 @stoneward
  • 8. WHY DO YOU HAVE A WEBSITE?! @reeves501 @stoneward
  • 9. WHY DO YOUR CUSTOMERS VISIT YOUR WEBSITE?! @reeves501 @stoneward
  • 10. IS THE CONTENT ON YOUR WEBSITE ABOUT YOUR CUSTOMERS’ PAIN POINTS?! @reeves501 @stoneward
  • 11. OR! @reeves501 @stoneward
  • 12. IS IT ABOUT HOW GREAT YOUR PRODUCTS AND SERVICES ARE?! @reeves501 @stoneward
  • 13. WHAT MAKES YOUR BRAND ! SO INTERESTING THAT ! PEOPLE WILL WANT TO ! TALK ABOUT IT AND SHARE IT ! WITH THEIR FRIENDS? @reeves501 @stoneward
  • 14. WILL PEOPLE SHARE AND SPREAD THIS INFORMATION IN SOCIAL MEDIA?! ! WILL THEY TALK TO THEIR COLLEAGUES ABOUT IT?! ! WILL THEY SEARCH FOR IT?! ! WILL THEY BECOME SO ENGAGED IN IT THAT THEY WILL FRIEND OR FOLLOW YOU? @reeves501 @stoneward
  • 15. COMPARED TO TRADITIONAL MARKETING CONTENT MARKETING: • • • • • • • • • Is about the customer, not you. Pulls customers in with relevant content to them. Is two-way conversation instead of a monologue. Is more dynamic and easier to change. Has the potential to reach wider. Has a much longer shelf-life. Easier to measure. Maximizes word of mouth referrals. Happens before and after a sale. @reeves501 @stoneward
  • 16. WHY CONTENT MARKETING: THOUGHT LEADERSHIP! ! WORD OF MOUTH! ! WIDER REACH! ! HUMANIZE THE COMPANY @reeves501 @stoneward
  • 17. WHY CONTENT MARKETING: • • • • • • • 61% of consumers say they feel better about a company that delivers custom content. 7 in 10 consumers prefer to learn about a company through articles, not ads. 90% of consumers find custom content useful. 78% of of consumers believe that organizations providing custom content want to build good relationships. 68% of consumers spend time reading content from a brand they are interested in. Social media and blogs account for 23% of all time spent online. Interesting content is a top 3 reason people follow brands on social media. @reeves501 @stoneward
  • 18. PLAN! CREATE / CURATE! DISTRIBUTE! BE FOUND! RESPOND & CONVERSE! MEASURE! @reeves501 @stoneward
  • 19. @reeves501 @stoneward
  • 20. PLAN • • • • • • What do you want to be known for? What can you be known for? What are your customers’ challenges? What kind of content do they consume? Where do they consume it? How can you create interesting yet consistent content that will attract new customers and retain old ones? Who is writing it? Who is managing it? When all is said and done, what business results do you want to achieve for all your hard work? How will you know if this stuff is working? @reeves501 @stoneward
  • 21. CREATE / CURATE • • • • • • Be interesting, valuable, and educational. Too many people write content that is self-serving and uninteresting. People won’t read or share that. Tell personal stories, engage people in a way your competitors aren’t doing, and give away advice. Offer your audience a combination of original and third party content provides a branded context for your work. Curating other people’s content positions you and/or your organization as a tastemaker in your field. Create a fresh perspective to engage people and cultivate curiosity and a need. Brand Value = Content x Connections x Engagement @reeves501 @stoneward
  • 22. DISTRIBUTE • • • Plan content distribution. Spend 20% of your time creating content and 80% of your time distributing it. Encourage social sharing of your content. Plan out your social media content distribution. This means creating different ways to share your own content over a period of time in addition to including social sharing icons. Promote your content. Leverage whatever resources and connections you have. Make a checklist of your owned, social media and third party options. @reeves501 @stoneward
  • 23. BE FOUND • Establish 30-50 keyword phrases relevant to your customers, and ensure these phrases are used in all of your content. ! • Identify conversations around the web that you should contribute to and link back to your content. Use tools like Google Alerts that have keyword search capabilities. ! • Cross-promote your content in relevant communities. For example, post your presentations on Slideshare, embed them in landing pages that can be measured, and link to your landing page. @reeves501 @stoneward
  • 24. BE FOUND • Update your website constantly with the fresh content so Google keeps ranking your site higher for keywords and lets your content get found. ! • Consider PPC campaigns to promote your content. ! • Ask influencers to share your content. There is no better way to get your content shared than by referral. ! • Consider using old-fashioned email and include the forward to a friend functionality. @reeves501 @stoneward
  • 25. RESPOND & CONVERSE • • • • • Establish a listening campaign to figure out who’s doing the talking and what’s being said. Respond quickly to comments and feedback. Think about where your customers are located online and join those communities. Consider how you will connect with the more influential conversationalists within those communities. Do you need to comment regularly on select blogs? Use communities to interact with your community by asking questions (surveys), participating and contributing to conversations (comments/discussion forums) and sharing your expertise (your content). @reeves501 @stoneward
  • 26. MEASURE • • • • • Which conversations drove traffic? What content and messaging converted most effectively? What audience segments have the most potential for increased traffic? Where the brand love is around your business? Which conversations align with the brand purpose? @reeves501 @stoneward
  • 27. CONTENT TYPES! ! THINK CONTENT VARIETY BECAUSE NOT EVERY TYPE OF CONTENT APPEALS TO EVERYONE. ! SPECIFICALLY, 83% OF LEARNING OCCURS VISUALLY. @reeves501 @stoneward
  • 28. CONTENT IDEAS • • • • • • • • • • Annual reports Articles Blogs Books Case studies Cartoons Catalogs Charts Conferences Email newsletters • • • • • • • • • • Ebooks Exhibits Infographics In-person events Magazines Microsites Mobile apps Mobile website Newsletter One-sheet • • • • • • • • • • Packaging Suggested use Photographs Podcasts Presentations Research Social media User manuals Videos Websites @reeves501 @stoneward
  • 29. TIPS! @reeves501 @stoneward
  • 30. TIPS • • • • • • • • Use a variety of platforms Build content assets Tell stories people relate to Crowdsource content Curate content with care Brand your content Avoid THDR Optimize for findability @reeves501 @stoneward
  • 31. FINAL THOUGHT: ! QUALITY OVER QUANTITY.! ! DON’T PUT IT OUT THERE UNLESS IT IS GOOD. YOUR REPUTATION IS AT STAKE. @reeves501 @stoneward
  • 32. BONUS THOUGHT: ! QUALITY TAKES TIME.! ! PLAN AND BUDGET ACCORDINGLY. @reeves501 @stoneward
  • 33. THANK! YOU Emily Reeves ereeves@stoneward.com @Reeves501