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Lander Academy: Content Marketing and Conversion
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Lander Academy: Content Marketing and Conversion






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  • How customers have a trillion choices, and your competitor or another site is just a click awayConsequently, our monopoly is gone, we don’t have a captive audience anymoreBecause we don’t have a captive audience, interruption marketing doesn’t work anymoreWe’re stuck trying to gain brand awareness and generate leads by using borrowed media, which is expensive, we don’t have control over it ,and it’s too easy for our customers to TiVo us out and ignore us

Lander Academy: Content Marketing and Conversion Presentation Transcript

  • 1. Content Marketing andConversionHow to Create a Content Strategy that Drives SalesFernando A. LabastidaSmall World Labs
  • 2. Fernando Labastidahttp://www.linkedin.com/in/flabastida@flabastida• Customer Success Manager Small WorldLabs www.smallworldlabs.com• Founder Latin IT Marketingwww.latinitmarketing.com• Organized first Latin America Track atSouth by Southwest Interactivehttp://www.sxsw.com/interactive• Helped organize debut edition ofAmericas IT Forumwww.americasitforum.com• Speaker at upcoming conference EngageMexico www.engagemexico.com
  • 3. What is Content Marketing?Content Marketing means creating and sharing valuablefree content to attract and convert prospects intocustomers, and customers into repeat buyers. The type ofcontent you share is closely related to what you sell; inother words, you’re educating people so that theyknow, like, and trust you enough to do business with you.Source: Copyblogger
  • 4. The problemThe web has fundamentallychanged the dynamic forcustomer communicationsIs this a problem…or an opportunity?
  • 5. The problem – and the opportunitySource: worlwidewebsize.com
  • 6. The media monopoly is gone
  • 7. The playing field has leveled
  • 8. The 5 Steps to a Successful ContentMarketing Strategy• Provide overwhelming value• Focus on your customer– not your product• Become the media• Use your content as market research• Get them to subscribe
  • 9. ProvideOverwhelming Value
  • 10. Entreproducer:“If you feel like you’re givingaway too much, you’re on theright track…”
  • 11. The Potlach“The status of any given family is raised not bywho has the most resources, but by whodistributes the most resources. ”Source: Wikipedia
  • 12. Law of Reciprocity – Robert CialdiniAs humans, we prefer toreturn favors ordebts, because wegenerally feeluncomfortable feelingindebted to somebody
  • 13. Copyblogger
  • 14. Content Marketing Institute
  • 15. Jeni’s Splendid Ice Cream:Jeni’s at Home
  • 16. Focus on yourcustomer, not yourproduct
  • 17. More than just a personaPersona + Unmet need =content marketing success
  • 18. Rock’N’Realty: Content for Vegans and MusicLovers in Austin http://rocknrealty.net
  • 19. Become the media
  • 20. Source: The Promo Blog
  • 21. Produce media on a regular schedule– become an addictive habit“The more contentI can put out, themore luck I have,”Gary VaynerchukSource: Forbes
  • 22. The First Soap OperaP&G’s As TheWorld TurnsSource: Forbes
  • 23. Being the Media• A regular schedule (editorial calendar)• Content types for your personas• Guest appearances
  • 24. Share content through3rd party sourcesGuest appearanceswas one of LilWayne’s “secrets tosuccess.” Guestblogging will be oneof your secrets tosuccess too
  • 25. Sharing content through social media“it’s not good enough to just produce longform content; you have to put out micro-content to drive awareness to it,”Gary Vaynerchuk
  • 26. Use your content as amarket research tool
  • 27. Minimum Viable Audience“I learn more from serving an online audiencethan any other approach I’ve takento truly understanding a market.”Brian Clark, Entreproducer
  • 28. Content Research• Analytics• Comments section• Social media feedback
  • 29. James Altucher shares posts through Facebook first before posting tohis blog
  • 30. Get them to subscribe
  • 31. Content Marketing Institute EmailMarketing study – the average CMIsubscriber:• Was more likely to attend our events and purchase ourproducts• Was more likely to share our content with theirnetworks• Closed three times faster than a non-subscriber, oncehe or she had entered our sales process (for ourconsulting service).- Joe Pulizzi, Content Marketing Institute
  • 32. Thank you very much!