How to Use Content Marketing to Build Your Business

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How to use content marketing and the Power of Story to build your business.

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How to Use Content Marketing to Build Your Business

  1. 1. What’s AR&D?Develop powerful one person to one person videomarketing strategies.Build successful brands based on 31 years ofaudience research and development.Create engaging stories to increase recognition,reputation, and revenue.Distribute targeted marketing messages using socialmedia and emerging technologies.
  2. 2. Bob KaplitzMore than three decades of experience building successful brandsprimarily for TV stations using the power of video. That includes thehighly successful “Spirit of Texas” campaign for Channel 8.DFW American Marketing Association: Pioneered innovative use of videoto boost attendance via social media.DFW Interactive Marketing Association: Judged the nation’s mostcreative work.MBA Educator: Recognized for excellence in teaching internationalmarketing and digital media by Dean at University of Dallas GraduateSchool of Management.Award-winning TV journalist appearing on CBS Evening News withWalter Cronkite. © 2011 AR&D, Inc. All rights reserved
  3. 3. Video Marketing Strategy Bob Kaplitz
  4. 4. First• Please take out your business card.• If you have a QR code on it, raise the card.
  5. 5. Learn• What you don’t know can hurt you.• Learn about new, affordable video technology to build your business.• How to get noticed so people seek you out like a TV station.
  6. 6. What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.
  7. 7. What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.
  8. 8. What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.
  9. 9. What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.
  10. 10. What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.
  11. 11. Ready or Not?
  12. 12. Ready or Not?
  13. 13. You as a Media Company
  14. 14. Revolution in Marketing Interactive Traditional • People searching • Pulling in • Pushing out • Interrupting
  15. 15. Revolution in Marketing Video Social Media • See • Hear • Conversations • Feel Interactive • Credible “news” • People searching • Pulling in Traditional • Pushing out • Interrupting
  16. 16. Video Content: 4 Channels
  17. 17. Video Content: 4 Channels
  18. 18. Video Content: 4 Channels
  19. 19. Video Content: 4 Channels
  20. 20. What is a QR code?Quick Response code is a barcode readableby dedicated QR readers in intelligent phones.
  21. 21. SmartphonesEstimate – 250 million by end of 2012From Nielsen
  22. 22. QR code basics Download QR scanner app on smartphone iPhone - Scanlife, Redlaser Android - QuickMark Blackberry - QR Scanner
  23. 23. QR Code BasicsGenerate your own code in seconds.Google “QR Code generator”Code only good for ONE linkDownload QR Code imagePlace anywhere
  24. 24. QR code basics Generate your own code in seconds. Google (QR Code generator) Code only good for ONE link. Download QR Code image Place anywhere
  25. 25. Custom Codes
  26. 26. E’s of QR codes#1- Engage#2- Educate#3- Easy
  27. 27. Action launched by Code#1- 47% Video
  28. 28. Action launched by Code#1- 47% Video#2- 34% Sweepstakes
  29. 29. Action launched by Code#1- 47% Video#2- 34% Sweepstakes#3- 24% Social Media
  30. 30. Custom Code vs Generic CodeCustom- Relink code Free Generic- One Link
  31. 31. Clients- Custom Code Designs
  32. 32. Scan Strategies• ENGAGE- Video #1 Scan Action- 47%
  33. 33. Scan Strategies
  34. 34. Scan Strategies
  35. 35. Scan Strategies• EDUCATE- ADD VALUE With EXPERT ADVICE
  36. 36. Scan Strategies• EDUCATE- ADD VALUE With EXPERT ADVICE
  37. 37. Scan Strategies• Call to Action-
  38. 38. QR CODE #1 MISTAKE (LINK TO WEBSITE)
  39. 39. QR CODE MUSTLink to Mobile Landing Page
  40. 40. Packaging
  41. 41. Searchable Valuable Information
  42. 42. Video Content: 4 Channels
  43. 43. Video Email
  44. 44. Video Email
  45. 45. © 2011 AR&D, Inc.All rights reserved
  46. 46. Video Content: 4 Channels
  47. 47. Video Content Email
  48. 48. ResearchWith properoptimization,video increasesthe chance of afront pageGoogle result53X.-- Forrester
  49. 49. Warning:Claim your realestate before a competitorblocks you out.Provide helpful information.
  50. 50. When optimizedfor search, each video is a magnet, pulling in Google.
  51. 51. Video Content: 4 Channels
  52. 52. Key Points• The less your video looks like advertising, the more effective it’ll be.• Let your content do the selling: The Power of Story.• People will pass along valuable content, not ads.
  53. 53. Content Marketing• The art of communicating with consumers and prospects without direct selling. Non-interruption marketing.• Instead of pitching, you’re delivering valuable information that people search for.• Can create greater customer engagement, enthusiasm, and sales.
  54. 54. Searchable Valuable Information
  55. 55. Creating Videos: 5 Musts 1. Real 2. Short 3. Educate 4. Engage 5. Sharable Bob Kaplitz 214.766.4236 bkaplitz@ar-d.com
  56. 56. Searchable Valuable Info
  57. 57. Searchable Valuable Information
  58. 58. Content Marketing Video
  59. 59. Testimonials
  60. 60. Testimonials – Emotional Connect
  61. 61. Searchable Valuable Info
  62. 62. Welcome, Why You?
  63. 63. Personal Connection, Why You?
  64. 64. Testimonial with High Production
  65. 65. Recap• Don’t wait. You can start now.• You can become your own media company.• Let your content do the selling.• People will pass along valuable content, not ads.
  66. 66. Bob Kaplitz Senior VP bkaplitz@ar-d.comwww.kaplitzblog.com 214.766.4236
  67. 67. Opportunities to Engage with Video Mobile Video Email Web
  68. 68. Video Marketing Strategy Bob Kaplitz
  69. 69. Video Opportunities to Engage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response
  70. 70. 72Video Opportunities to Engage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response
  71. 71. Create Videos: 5 MustsBe RealBe ShortEducateEngageSharable
  72. 72. What to Do• Create customized video marketing solutions essentially enabling you to become your own media network.• Create real, authentic, personal videos that educate, engage and add value for the consumer.• Combine video story telling with customized QR (Quick Response) codes for a rich, state-of-the-art mobile experience that drives traffic to your videos, website, promotions and more. © 2011 AR&D, Inc. All rights reserved
  73. 73. What You Need to Know• You can be your own TV station.• Whoever is in video first can dominate that space.• You can pre-empt competitors. © 2011 AR&D, Inc. All rights reserved
  74. 74. How Consumers Get Info• When was the last time you wanted to watch commercials onTV?• Last time you went online to research a product or service?
  75. 75. Branded YouTube Channels YouTube channels are “branded” with your logo and custom graphics. Videos can reside here forever.You can update them. © 2011 AR&D, Inc. All rights reserved
  76. 76. Mobile Landing Page
  77. 77. What We DoWe create true, real and engaging content marketing web videosconfigured to display on mobile devices as well as for use on all social mediasites. Welcome video greets consumer and engages them with info on your company Links may beCustom QR Code changed.takes consumer tomobile landing pagewhen scanned withsmart phone reader. © 2011 AR&D, Inc. All rights reserved
  78. 78. Where do you want to put your code? © 2011 AR&D, Inc. All rights reserved
  79. 79. What Happens After the Scan…• Viewer leaves feeling like they learned something or benefitted.• Special offers get consumers to scan. Engage prospects and build a personal relationship with them.• Customers provide contact info for fast follow-up at press of a button. © 2011 AR&D, Inc. All rights reserved
  80. 80. The Takeaway – it’s time to get serious Strategy Discipline Capabilities
  81. 81. What kind of relationship do you want? Transactional Loyal Occasional Constant Impersonal Authentic Short-Term Long-Term
  82. 82. Video Opportunities to Engage 3. 1. Mobile 2. Email Web/YouTube “Must Video QR Codes Open” Storytelling Engaging Video Q and A Video Instant Sharable SEO Response
  83. 83. Revolution in Marketing Video Social Media • See • Hear • Conversations • Feel Interactive • Credible “news” • People searching • Pulling in Traditional • Pushing out • Interrupting
  84. 84. Where To Put Videos • Emails • Website • Branded YouTube Channel • Facebook, Twitter, LinkedIn • Blogs • Links from other websites

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