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How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
How To Create & Use Content To Power Your Marketing
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How To Create & Use Content To Power Your Marketing

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A broad content marketing presentation covering: …

A broad content marketing presentation covering:
-Why content creation is a crucial piece to your marketing strategy
-Questions to ask yourself to get started on your content strategy roadmap
-Topics in your industry you should be creating content around
-How to beat the "blank screen"
-How to have your team best see ROI from your content after it's published
-Resources to learn more

Content is the fuel for your other marketing assets! Learn how to strategically create and leverage content to achieve your marketing goals.

Published in: Marketing
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Transcript

  • 1. How To Create & Use Content To Power Your Marketing Special Thanks to St. Louis Content Marketers, Lab1500 and techli.com!
  • 2. Content Marketing: Who is it good for? • Company Leaders • Brand Marketers • Industry Experts • If used correctly...almost anyone in any industry!
  • 3. Example: Belo Cipriani • Inspiring story • Brand message to spread • Built following with content • Got sponsorships & sold books!
  • 4. Why create content? • Credibility • Brand awareness • Generate, nurture & convert leads • Educate, retain & upsell current customers • Attract talent, partners & investors • Expand network • SEO benefits • Reputation management • Build marketing assets
  • 5. Top Priority for 2014 Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Source: http://kapost.com/content-marketing-facts
  • 6. Inbound Marketing 101 “Getting found online.” Forms of inbound marketing: •Social Media •SEO •Content
  • 7. Creating content for inbound • Guest posting (“thought leadership”) • Company blogging • Gated content (whitepapers, ebooks, etc.)
  • 8. Content & the Bottom Line GOAL: Create a trackable funnel to $$$
  • 9. Where do you start?
  • 10. Ask yourself these questions • What are your goals for creating content? • How will you measure “success”? • Who is your ideal target audience? Is there more than one? • How would you like your company to be perceived? • What problems do you solve for customers? • What are the barriers you need to overcome in order to earn a customer? • What do you need to educate your customers about? • What is your competitive advantage?
  • 11. Create a roadmap ● Use goals to plan platform & distribution ● Use target audience to determine publication ● Find your company’s voice to determine team writing guidelines ● Start brainstorming topics!
  • 12. What do you write about? Always have a clear purpose with each article topic: • How will this specific article topic help me achieve my goals? • Where does this specific article topic fit into my overall strategy? How do you brainstorm great topic ideas? • FAQ from customers • Answer to questions you asked yourself earlier • Read industry blogs & newsletters • Start with target publication • Content idea notebook • Trending topics on Topsy, GetLittleBird.com • Google/StumbleUpon
  • 13. Resources From Influence & Co.: • ContributorWeekly.com • blog.influenceandco.com • Content Life (Ebook) • CopyMint.com Tools & blogs we love: • HubSpot • Buffer • Pocket • Content Marketing Institute • Outbrain • Zapier • Moz • Evernote • CopyBlogger
  • 14. Beating the “blank screen” Break down your draft into questions to answer • Answer the “why” • Answer the “how” (i.e. give action steps) • Add research & personal examples • Don’t be promotional, actually provide value
  • 15. It’s written….now what? Guest posting: • Review the publication’s guidelines. • Know the publication’s tone and preferences. • Make sure you’re not just advertising. • Edit your article at least two times. • Run a plagiarism check. • Follow up with the editor. Company blog & long-form content: • Tailor it to your target audience (i.e. ideal readership). • Optimize your site design to capture leads.
  • 16. What do you do once you’re published online?
  • 17. Now the fun begins Content is the fuel for your other marketing assets Step one: Create a public portfolio Step two: Get buy-in from all departments Step three: Notify all when published
  • 18. Using content across your team • Execs • Marketing • Sales & Biz Dev • HR • Client Services • Web Dev
  • 19. How leaders can use content Goals: Credibility, brand awareness, building relationships • Email to those who’d find info valuable • Signature • Update online profiles • Personal site
  • 20. How marketers can use content Goals: Brand awareness, building marketing assets, lead generation, credibility, SEO, expand network • Social Media • Repurpose with other offerings •Blog •Newsletter • Applications • Other
  • 21. How sales can use content Goals: Lead generation & conversion, credibility • Reference on sales calls • Lead capture • Drip campaigns & personal email
  • 22. How HR can use content Goals: Attract talent, company credibility, brand awareness • Use content as filter in hiring process • Measure engagement of email campaign • Update site with publication logos • Update social profiles • Contribute to online forums
  • 23. How client services can use content Goals: Educate & upsell current customers, credibility • Regularly email customers • Automate some messages with campaign
  • 24. How your web team can use content Goals: Credibility, lead gen, SEO benefits • Continually update site • “As Seen In” or “Contributor To” • Host gated content • Optimize site for SEO with content
  • 25. A real-world example…how we use content!
  • 26. Questions? Contact: Matt Kamp - matt@influenceandco.com Melanie Janisse - melanie@influenceandco.com

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