Claim Your Market Position          The Magic of Content Marketing                                         Presented by:  ...
Rachel Gold Words/ Online/ Creation                                        •   MFA in Writing                             ...
Christine Nelson Media / Clarity / Positioning                                        •   B.S. in Mass Communications     ...
Ingenuity Marketing Group focuses exclusively on the people of               professional services. We help them clarify a...
What content marketing is not:            • Selling            • Broadcasting            • Junk content            • Spam©...
What is content marketing?               “Basically, content marketing is the art of               communicating with your...
Value               When prospects and clients are clear about your value –               you can command a premium price....
Why content marketing?               • High quality lead generation is by far the top                 marketing challenge....
Why isn’t MY content generating leads?                 It’s Boring, Useless, Misplaced or Weak.© 2012 Ingenuity Marketing ...
The ongoing content cycle                                        Move (to Action)   Create & Manage                       ...
The ongoing content cycle© 2012 Ingenuity Marketing Group, LLC
The ongoing content cycle               The Bailey Group:               •Create & Manage – publish a newsletter           ...
The ongoing content cycle               You’re in one now.© 2012 Ingenuity Marketing Group, LLC
1                      Create & Manage Content© 2012 Ingenuity Marketing Group, LLC
#1 Create & Manage Content               It is possible to get better results – even with less content               than ...
Turning average content into great content               •       Unexpected/surprising               •       Authentic/cor...
#1 Create and Manage Content               •       Know your key differentiators – your unique value               •      ...
2    Attract & Listen© 2012 Ingenuity Marketing Group, LLC
#2 Attract & Listen               • You want to attract your ideal client – not just                 anyone.              ...
#2 Attract & Listen               Keyword phrases are one way to track what people                 are talking about.© 201...
#2 Attract & Listen               Top content tactics that firms use to attract leads:               • Article posting (79...
#2 Attract & Listen               Tech Firm / web video example:© 2012 Ingenuity Marketing Group, LLC
3       Woo & Interact© 2012 Ingenuity Marketing Group, LLC
#3 Woo & Interact               Top content tactics that firms use to woo leads:               • Social media (74%)       ...
#3 Woo & Interact               Accounting Firm / LinkedIn example:© 2012 Ingenuity Marketing Group, LLC
#3 Woo & Interact               • Gifts increase loyalty               • Call to action may be very subtle.© 2012 Ingenuit...
4                 Move & Measure© 2012 Ingenuity Marketing Group, LLC
#4 Move & Measure               • Always give them something they can do next.               • Plan what you will do next....
#4 Move & Measure© 2012 Ingenuity Marketing Group, LLC
Measurements               Firms are using the following ways to measure               results:               • Increased ...
What happens if you don’t track and listen?© 2012 Ingenuity Marketing Group, LLC
Integrate with your Marketing Plan!© 2012 Ingenuity Marketing Group, LLC
Integrate with your Marketing Plan!          1. Company Newsletter – Call to action statements/client             events  ...
Educational Tools/Content Marketing Example               InGenius Review: our free               bimonthly newsletter    ...
Thank You                    Rachel Gold: rachel@ingenuitymarketing.com                 Christine Nelson: christine@ingenu...
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Ingenuity Webinar on Content Marketing

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From Ingenuity Marketing's May webinar about content marketing - for more details visit www.ingenuitymarketing.com.

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  • Rachel -talk about what we’re going to share with them today/objectives? How Content Marketing Works as a Strategy for Firms that desire higher visibility and lead generation from target audiences
  • Chris Content marketing before there was content marketing…visit his website at Junta42.com
  • Cite branding stats? Or have we said those too many times? – say them, cite source Rachel – You want their loyalty, but you want to demonstrate your value
  • Rachel –
  • It ’s easy to be all about tactics, but if there isn’t strategy and measurement … fooey Chris – they ’re not asking what do I want people to do with this. So powerful to ask before they even create it. What puzzle piece is next. Use law to back up your credible information. Don’t just write about a law change. No one will read this unless you’re talking to other attorneys at a CLE. Boring & useless means you didn ’t pay any attention to their needs Misplaced – you didn ’t identify the audience and get it in front of them Weak – doesn ’t give them any next steps Tell story of accountant who insists on writing about tax law without giving a context…what it MEANS to the audience. Same with attorneys and engineers who want to share information about laws and regulations that are jibberish to their clients. Next new tax law story (and blogs with 12 subscribers)
  • Christine Create & Manage – Pieces of content Attract & Listen – Choose your content channels Woo & Interact – Converse with your audience Move (to Action) & Measure – See results and adjust
  • Christine Replace with cool client example – the Bailey Group Tie topics to client pains, similar topics on client blog
  • Christine The most popular topics they reintroduce through direct mail, public relations and speaking. Up to 14 touches…leads to coffee meetings and lunches.
  • Rachel Attract & Listen – We see people talking about content marketing on social media channels Create & Manage – We create a webinar Woo & Interact – You get to ask us questions Move (to Action) & Measure – We ’ll give you some offers at the end and use a survey to find out how well we did
  • Rachel So let’s break these down a little more… Firms are creating content all the time and putting it out there and hoping something sticks. Not much sticks. So much info out there. (Junk content). You can create less content and get better results. (Radical approach)
  • How to add perspective and your own personal value to existing content. Talk about curation in the “manage” stage. Loyalty Transfer – put that on here!! Tax law…what it means, provide context, who needs to know about it (your target audience). Share a story of how someone leveraged the information successfully. You can get credit for the news you share. How to valuably share great content. Editing and proofing – you need that.
  • Strategic content marketing – every piece should have an audience in mind, specific message in mind, and a call to action that drives the reader viewer to do something after they see it (can be another resource). What they do with the content ties into lead gen and lead nurture in some way. Tie into reward with business and loyalty from your A Clients
  • Rachel: add examples – Listening on a social media channel screen shot
  • Rachel: add examples – Listening on a social media channel screen shot
  • Break between put out there and the more in-depth things on a site and the events that firms put on. More in-depth. Put content out there and get attention – those are cold marketing. Then someone comes in closer and you Woo them once they ’re interested. More indpeth – subscribe newsletter, case study, webinar
  • Accountants, Attys, Eng, outline of things you need to know when …..
  • Chris does Woo and Move LinkedIn Example for this – Groups and the Company Page Freed Maxick as example
  • Chris does Woo and Move LinkedIn Example for this – Groups and the Company Page Freed Maxick as example
  • Wooing is emotional, solves their pain, is about what ’s important to them, and starts a conversation. Subtle call to action; listing of similar articles, ask a question to get comments, etc. Clients of clients – I stay with them because they understand me and my industry. You get who they are and what they need.
  • Chris – here ’s a place for you to add some thoughts
  • Chris – here ’s a place for you to add some thoughts This web page…great basic information on a service similar to many websites…call to action with specific person to call. It also provides a link to his bio. And it provides links to other client areas right on the page. To maximize this, you can add articles and news related to this client area right on the page for people to read, download or ask a question about. Lead capture form with simple…”Ask Jim a question:”
  • Rachel - emphasize return on objectives rather than Return on Investment -- number of qualified leads, feedback, % increase in engagement, 30% more followers/influence with their networks
  • Rachel and Christine: Tracking and measuring shows you where to go next and helps you justify your budget and objectives Bounce rate, time on site, online lead gen, lead follow up, actual clients (how did they hear about you – intake form)
  • Christine: By looking at these examples, niche leaders can see that each team member is involved and the target audience is invited to act in some way, either by leaving an email address, filling out an evaluation, requesting more information, or engaging with the firm website. In this way, the niche marketing tactics attract and woo the desired prospects, therefore, aligning with the niche plan objectives. Return on objectives…   These tactics also support referrals because the content is available (i.e., increased visibility) to anyone who visits the website or engages on social media. The results listed in the sample plan also show several reasons and opportunities for team members to follow up with prospects once they have shown interest and taken action. Team members who are skilled at the one-on-one meetings and rainmaking can be involved at this stage. [This is a made up example.] You want to integrate this, it will be more valuable.
  • Christine and Rachel Ads - do it with a QR code for mobile devices. Holiday – build warmth and loyalty Social media – woo, woo, woo Tradeshows – share your incredible intelligence (gifts)
  • Add strategic resources from ourselves. What do we want them to do after this. Website will have webinar – share with friend. Email Kristy for the setup packet with accountability template. Also, can download our article, “Five Steps: Turn Boring Laws Into Leads” Promote next webinar – social media follow us. Put the addresses on with the addresses. Do a hashtag for all our webinars
  • Ingenuity Webinar on Content Marketing

    1. 1. Claim Your Market Position The Magic of Content Marketing Presented by: Rachel Gold & Christine Nelson© 2012 Ingenuity Marketing Group, LLC
    2. 2. Rachel Gold Words/ Online/ Creation • MFA in Writing • Communications Consultant for Ingenuity Marketing Group • Former journalist • Published author • Marketing and PR since 1999 • Social Media pragmatist • Winner of multiple awards for marketing content • Brand strategist who excels at listening for key differentiators© 2012 Ingenuity Marketing Group, LLC
    3. 3. Christine Nelson Media / Clarity / Positioning • B.S. in Mass Communications • Former journalist and business consultant • Communications Consultant/Media Strategist at Ingenuity • Achiever/Believer© 2012 Ingenuity Marketing Group, LLC
    4. 4. Ingenuity Marketing Group focuses exclusively on the people of professional services. We help them clarify and deliver their value through marketing strategy, media positioning, training and coaching. Get clear. Be brilliant. Drive opportunity. Our services connect you to the right prospects, the right media and the right talent. Whether you need a persuasive, lead-generating website, compelling brochures and direct mail, or a program to build a rainmaking culture, we deliver the ideas, content and design that communicates you – brilliantly.© 2012 Ingenuity Marketing Group, LLC
    5. 5. What content marketing is not: • Selling • Broadcasting • Junk content • Spam© 2012 Ingenuity Marketing Group, LLC
    6. 6. What is content marketing? “Basically, content marketing is the art of communicating with your customers and prospects without selling…. 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.” -- Joe Pulizzi, Junta42© 2012 Ingenuity Marketing Group, LLC
    7. 7. Value When prospects and clients are clear about your value – you can command a premium price.© 2012 Ingenuity Marketing Group, LLC
    8. 8. Why content marketing? • High quality lead generation is by far the top marketing challenge.   • In 2009, 69 percent of organizations surveyed said that generating high quality leads was a top challenge. In 2010 it rose to 78 percent of organizations. • A similar jump occurred in “generating a high volume of leads,” which went from 35 percent of organizations in 2009 to 44 percent in 2010. —MarketingSherpa 2011 B2B Marketing Benchmark Report© 2012 Ingenuity Marketing Group, LLC
    9. 9. Why isn’t MY content generating leads? It’s Boring, Useless, Misplaced or Weak.© 2012 Ingenuity Marketing Group, LLC
    10. 10. The ongoing content cycle Move (to Action) Create & Manage & Measure Attract & Listen Woo & Interact© 2012 Ingenuity Marketing Group, LLC
    11. 11. The ongoing content cycle© 2012 Ingenuity Marketing Group, LLC
    12. 12. The ongoing content cycle The Bailey Group: •Create & Manage – publish a newsletter •Attract & Listen – Get ideas from client pains •Woo & Interact – People who sign up for the newsletter and blog get invited to other events •Move (to Action) & Measure – They invite readers to take action, such as take a quiz online or read other articles. They measure web analytics and and responses per topic to gauge interest.© 2012 Ingenuity Marketing Group, LLC
    13. 13. The ongoing content cycle You’re in one now.© 2012 Ingenuity Marketing Group, LLC
    14. 14. 1 Create & Manage Content© 2012 Ingenuity Marketing Group, LLC
    15. 15. #1 Create & Manage Content It is possible to get better results – even with less content than you’re creating now.© 2012 Ingenuity Marketing Group, LLC
    16. 16. Turning average content into great content • Unexpected/surprising • Authentic/core • Stories • Concrete detail • Credible • Emotional© 2012 Ingenuity Marketing Group, LLC
    17. 17. #1 Create and Manage Content • Know your key differentiators – your unique value • Know your strengths • Understand client pain and needs • If you’re curating content, make sure you add value© 2012 Ingenuity Marketing Group, LLC
    18. 18. 2 Attract & Listen© 2012 Ingenuity Marketing Group, LLC
    19. 19. #2 Attract & Listen • You want to attract your ideal client – not just anyone. • What is your ideal audience reading/watching? • Research keywords and popular topics. Listen to what your ideal clients are saying/their pains and interests.© 2012 Ingenuity Marketing Group, LLC
    20. 20. #2 Attract & Listen Keyword phrases are one way to track what people are talking about.© 2012 Ingenuity Marketing Group, LLC
    21. 21. #2 Attract & Listen Top content tactics that firms use to attract leads: • Article posting (79%) • Case studies (58%) • Videos (52%) • White papers (51%) • Webinars (46%) • Microsites (31%) [from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the Content Marketing Institute and MarketingProfs]© 2012 Ingenuity Marketing Group, LLC
    22. 22. #2 Attract & Listen Tech Firm / web video example:© 2012 Ingenuity Marketing Group, LLC
    23. 23. 3 Woo & Interact© 2012 Ingenuity Marketing Group, LLC
    24. 24. #3 Woo & Interact Top content tactics that firms use to woo leads: • Social media (74%) • Blogs (65%) • eNewsletters (63%) • In-person events (56%) [from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the Content Marketing Institute and MarketingProfs]© 2012 Ingenuity Marketing Group, LLC
    25. 25. #3 Woo & Interact Accounting Firm / LinkedIn example:© 2012 Ingenuity Marketing Group, LLC
    26. 26. #3 Woo & Interact • Gifts increase loyalty • Call to action may be very subtle.© 2012 Ingenuity Marketing Group, LLC
    27. 27. 4 Move & Measure© 2012 Ingenuity Marketing Group, LLC
    28. 28. #4 Move & Measure • Always give them something they can do next. • Plan what you will do next.© 2012 Ingenuity Marketing Group, LLC
    29. 29. #4 Move & Measure© 2012 Ingenuity Marketing Group, LLC
    30. 30. Measurements Firms are using the following ways to measure results: • Increased Web traffic (58%) • Sales lead quality/sales accepted leads (49%) • Direct sales (41%) • Qualitative feedback from customers (40%) • SEO ranking (40%) [from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the Content Marketing Institute and MarketingProfs.]© 2012 Ingenuity Marketing Group, LLC
    31. 31. What happens if you don’t track and listen?© 2012 Ingenuity Marketing Group, LLC
    32. 32. Integrate with your Marketing Plan!© 2012 Ingenuity Marketing Group, LLC
    33. 33. Integrate with your Marketing Plan! 1. Company Newsletter – Call to action statements/client events 2. E-blasts – offer a bonus item from your website or free webinar 3. Social Media – point them to other content on your site every time. Provide context for other news you share. 4. Tradeshows – offer a free e-book or report 5. Ads – provide a video link or “Meet Joe” bio link; do it with a QR code for mobile devices. 6. Holiday cards – Link them to your people’s new year’s resolutions or Valentine’s wishes© 2012 Ingenuity Marketing Group, LLC
    34. 34. Educational Tools/Content Marketing Example InGenius Review: our free bimonthly newsletter about professional service marketing. Available via email and from our website.© 2012 Ingenuity Marketing Group, LLC
    35. 35. Thank You Rachel Gold: rachel@ingenuitymarketing.com Christine Nelson: christine@ingenuitymarketing.com www.ingenuitymarketing.com Connect to us on LinkedIn! http://www.linkedin.com/in/rachelgold http://www.linkedin.com/in/virtualprgrrl© 2012 Ingenuity Marketing Group, LLC
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