Give Them Content … Or Give Them Away Building Websites That Capture Not Deter Your Customers Jason Falls – Doe-Anderson Inbound Marketing Summit San Francisco April 28, 2009

Websites Used To Be Brochures Customers Got Bored Quarterly Updates Won’t Do Customers Want To Be Engaged

Websites Used To Be Brochures

Customers Got Bored

Quarterly Updates Won’t Do

Customers Want To Be Engaged

Consumers Demand Engagement Engaging Content Incites Reaction Reaction Becomes Conversation Website Becomes Living, Breathing Being

Consumers Demand Engagement

Engaging Content Incites Reaction

Reaction Becomes Conversation

Website Becomes Living, Breathing Being

Content-Centric Websites Are Updated Frequently Good Content Is Linked To By Others Search Engines Scan For “Relevance” Is it recent? Do other people think it’s good?

Content-Centric Websites Are Updated Frequently

Good Content Is Linked To By Others

Search Engines Scan For “Relevance”

Is it recent?

Do other people think it’s good?

So, How Do We Do It? Return To Your Marketing Roots Define Your Product Define Your Audience Define Your Competitors Define Your Environment Define Your Success Build Content Around Your Consumer

Return To Your Marketing Roots

Define Your Product

Define Your Audience

Define Your Competitors

Define Your Environment

Define Your Success

Build Content Around Your Consumer

Prove It! Point in presentation where Jason rolls the dice and wings it!

Riddle Me This, Batman! Category Product Name it What are its key benefits? Competition Environmental Factors What Is Success? Who is our audience? Where do they work, play, shop, dine? What do they like to do for fun? Who are their friends? What interests them (in and out of our category) What makes them buy things? Demographics (for the dorks in the room)

Category

Product

Name it

What are its key benefits?

Competition

Environmental Factors

What Is Success?

Who is our audience?

Where do they work, play, shop, dine?

What do they like to do for fun?

Who are their friends?

What interests them (in and out of our category)

What makes them buy things?

Demographics (for the dorks in the room)

What Would Interest Your Audience? What do we know? (generally speaking) What can we give? (product, expertise) What can we explain? (how-to) What can we share? (other's content) Who can we interview? What can we have fun with?

What do we know? (generally speaking)

What can we give? (product, expertise)

What can we explain? (how-to)

What can we share? (other's content)

Who can we interview?

What can we have fun with?

Examples Note: Jason Falls has never claimed to be a designer.

Note: Jason Falls has never claimed to be a designer.

Factors To Consider “ Content” Implies Need For CMS Search Engines Look For Relevancy Is is recent? Do other people think it’s good? Branded Content Doesn’t Have To Be About The Brand You Are Giving To Get

“ Content” Implies Need For CMS

Search Engines Look For Relevancy

Is is recent?

Do other people think it’s good?

Branded Content Doesn’t Have To Be About The Brand

You Are Giving To Get

Don’t Forget! It’s Not Rocket Surgery Start With Marketing Basics Product Audience Competition Environment Success WWOCE - What Would Our Customers Enjoy? (WWJD)

It’s Not Rocket Surgery

Start With Marketing Basics

Product

Audience

Competition

Environment

Success

WWOCE - What Would Our Customers Enjoy? (WWJD)

Let’s Connect Jason Falls VP, Director of Interactive & On-Line Communications Doe-Anderson Louisville, Ky. [email_address] Twitter: @JasonFalls O: 502.815.3257 www.socialmediaexplorer.com