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Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
Growing Your Business With Content Marketing
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Growing Your Business With Content Marketing

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If you're marketing your business online, you can't escape content marketing. This presentation, originally given at the Apple Store North Michigan Avenue explains how you can use content marketing to …

If you're marketing your business online, you can't escape content marketing. This presentation, originally given at the Apple Store North Michigan Avenue explains how you can use content marketing to drive cost-effective leads and develop a community of devoted customers.

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  • 1. I’VE JUST CRAFTED THE PERFECT TWEET! GROWING YOUR BUSINESS WITH CONTENT MARKETING
  • 2. ABOUT LAUREN LICATA CONTENT MARKETING MANAGER, BASE CRM @LAURENLICATA LAUREN.LICATA411@GMAIL.COM WWW.CONTENTPROWESS.COM THIS PRESENTATION WAS ORIGINALLY GIVEN AT THE APPLE STORE, NORTH MICHIGAN AVENUE, CHICAGO, IL
  • 3. PETE WHO IS YOUR CUSTOMER?
  • 4. HOW DID YOU USED TO REACH PETE? PAID MEDIA
  • 5. OWNED MEDIA EARNED MEDIA HOW SHOULD YOU REACH PETE TODAY?
  • 6. WHY?
  • 7. HE SKIPS TV ADS WITH DVR HE UNSUBSCRIBES FROM EMAIL HE DOESN’T READ DIRECT MAIL HE ADDED HIMSELF TO THE NO CALL LIST
  • 8. 86% SKIP TV ADS WITH DVR 91% UNSUBSCRIBE FROM EMAIL 44% DON’T READ DIRECT MAIL 200M ON THE NO CALL LIST
  • 9. BUT HE LOVES GOOGLE! 88% OF US INTERNET USERS AGES 14+ BROWSE OR RESEARCH PRODUCTS ONLINE
  • 10. HOW SHOULD BRANDS ADJUST FROM PUSH MARKETING (OUTBOUND) TO PULL MARKETING (INBOUND)?
  • 11. CONTENT MARKETING
  • 12. WHAT IS CONTENT MARKETING? Content marketing is the process of developing and publishing branded content to acquire new customers and increase business from existing customers.
  • 13. CONTENT COMES IN MANY FORMS Blogs Ebooks Videos Images Email Campaigns Webinars Podcasts Case Studies HTTP://WWW.PROGRESSIVE.COM/ UNDERSTANDING-INSURANCE/ENTRIES/ 2013/4/16/FLYING_FURNITURE__A/ Guides/Customer Support Articles Social Media Paid (Sponsored Content, Ads (TV, Radio, Magazine, Social Media, Banner, etc.)
  • 14. GOOGLE TRENDS
  • 15. • CONTENT 2020 PLAN • 2008 BEIJING OLYMPICS - SPONSORSHIP = 9 AD EXECUTIONS • 2012 LONDON OLYMPICS - SPONSORSHIP = 120 PIECES OF CONTENT • WE HAVE A VOLUME CONUNDRUM!
  • 16. Family-owned, pool company in Virginia grew to be one of the largest of its kind in the world (due to content marketing efforts and an incredibly popular swimming pool blog)
  • 17. HOW?
  • 18. BUILDING YOUR CONTENT MARKETING STRATEGY VISIT CONTENT MARKETING INSTITUTE FOR MORE INFORMATION!
  • 19. WHAT WE’RE REALLY TALKING ABOUT IS MOUSE TRAP.
  • 20. 1. DEFINE YOUR MARKETING PROCESS How your customer proceeds through your sales and marketing funnel. Visitor Engaged Visitor LEAD Trial Account Retain/Upsell Evangelism CUSTOMER MEASURE THE DROP-OFF IN BETWEEN EACH STAGE
  • 21. 2. UNDERSTAND YOUR CUSTOMERS BUYING CYCLE BACK TO EDUCATION AWARENESS/ EDUCATION EVALUATION INFORMATION OF SEARCH ALTERNATIVES PURCHASE DECISION POST PURCHASE EVALUATION
  • 22. 3. DEVELOP CUSTOMER PERSONAS Personas ≠ Demographics (age/race/gender) Figure out who you are talking to - makes writing content for them much easier! Create a persona for each key customer. Answer these questions: Who are they? / What is their need? / Why do they care about our company? / What is the EVP we offer them?
  • 23. 4. CREATE YOUR BRAND STORIES What do you want people to know about your company/product? What business are you really in? Develop your brand “pillars” that all of your content will ladder up to. EDITORIAL FOCUS ON “CUSTOMER PAIN” - THE STATUS QUO. EDITORIAL FOCUS ON QUESTIONING THE WAY THINGS ARE. BUT...A NEW WAY IS COMING CHALLENGE STATUS QUO EDITORIAL FOCUS ON HOW YOUR BRAND SOLVES YOUR CUSTOMER’S PROBLEMS. A NEW WAY IS HERE!
  • 24. 5. MAP EXISTING CONTENT AGAINST ENGAGEMENT CYCLE Helps identify gaps in your content & helps to prioritize Take inventory for all personas Buying Cycle Marketing Cycle Education • Visitors Blog Persona #1 • Visitors • Leads Alternatives •Leads •Visitors Decision • Customers Ebook Free template Newsletter X X Webinar Blog Post-Purchase Evaluation • Customers Customer Service/ Support Articles Blog Video Persona #2 Info Search Blog Case Studies Customer Newsletter X X X
  • 25. 6. ASSEMBLE YOUR TEAM CCO • Owns content initiative - executes content goals • Integration of marketing and content including social media • Audience development • Budgeting & measurement Editor(s) • Grammar/style corrections • Search engine optimization (SEO) of posts • Tagging and images • Keyword selection Creators • Write the content (subject matter experts or freelancers) • Videographer Designer • Interface designer (if web initiative like landing pages, mobile app) • PDFs/ Keynote presentations/ ebooks, etc.
  • 26. 7. DEVELOP EDITORIAL STYLE GUIDE Content Mission/Brand Story Themes Personas Tone - playful, witty, professorial Topic examples Length & style of blog posts/ebooks etc. Spelling/Grammar guidelines - Chicago vs. AP Manual of Style
  • 27. 8. DEFINE YOUR METRICS VISITORS CONVERSIONS ENGAGEMENT UNIQUE BLOG VISITS WEBSITE VISITORS QUALITY OF VISITORS PAGES/VISIT BOUNCE RATE FREE TRIALS PAID ACCOUNTS SUBSCRIBERS CUSTOMERS/CLIENTS LEADS COST/CUSTOMER SOCIAL REACH BLOG COMMENTS SM TRAFFIC
  • 28. 9. CREATE YOUR EDITORIAL CALENDAR Map your brand stories to channels, dates, and specific topics. At least 2 weeks in advance 1. Topic 2. Author (Creator) 3. Format (Keynote, Word, Video, PDF, etc.) 4. Draft Due Date 5. Publication Date 6. Publishing Location (Your Blog, SlideShare, Guest Post, etc.)
  • 29. 10. DEVELOP YOUR DISTRIBUTION STRATEGY
  • 30. PUBLISH, LISTEN, MEASURE, REPEAT SOURCES: CONTENT MARKETING INSTITUTE MANAGING CONTENT MARKETING EXACT TARGET A QUICK INTRODUCTION TO CONTENT MARKETING HUBSPOT COPYBLOGGER Once everything is in motion, you can see the momentum that your content marketing machine has. It all leads to getting the cheese to where the customer can find it.
  • 31. TAKEAWAYS 1. CONTENT MARKETING IS A MARATHON, NOT A SPRINT DITCH CAMPAIGN MENTALITY 2. MARKETING TECHNIQUES CHANGE, GOOD STORIES DON’T 3. CONTENT MARKETING IS JUST MARKETING - BUT WE NEED A NAME FOR IT (FOR NOW)

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