Marqui's Recipe for Compelling Content

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It takes a lot of ingredients to create great web content, but with Marqui’s recipe for success you won’t have to worry about stale content ever again. …

It takes a lot of ingredients to create great web content, but with Marqui’s recipe for success you won’t have to worry about stale content ever again.

By developing sustainable creation strategies and understanding your visitors, you can engage your customers in meaningful conversations and help build relationships with prospects.

This presentation will help you understand how you can:

* Create content your visitors want to read
* Engage your customers in a dialogue with meaningful content
* Ensure that your content is always “fresh”
* Develop a plan to maintain your ongoing content creation efforts

More in: Technology , Design
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Transcript

  • 1. Marqui’s Recipe for Compelling Content
    March 18th, 2010
  • 2. Webinar Controls
    Click the button with the arrows to minimize your GoToWebinar controls
    • Type your questions for us into the box at the bottom and press Send
  • What is the Value of Content?
    Helps establish you as authority in your market
    Helps increase your organic search ranking
    Helps your long tail SEO strategy
    Can help turns traffic into leads
    Creates dialogue with prospects
  • 3. Common Perceptions of Content
    Website Copy
    Images
    Whitepapers, Case Studies
    Videos
    Webinars
    Email
    Whitepaper
  • 4. Web Marketing Ecosystem
    Website
    Subscriber
    Database
    Sales
  • 5. Content Creation Challenges
    Not enough time or commitment
    Content doesn’t have a consistent tone or message
    Expertise doesn’t come across
    Content isn’t properly distributed across ideal channels
    Content isn’t relevant to target audience
  • 6. Ingredients for Compelling Content
  • 7. Frequency
    Keeping content updated often
    Creating a maintenance schedule
    Understanding what content is needed and when
    Establishing a content workflow
  • 8. Consistency
    Maintaining a uniform tone across all content
    Recognizing brand message and articulating it
    Understanding keywords
    Keeping your content focused on your customers
    Remember the WeWe test!
  • 9. Expertise
    Establishing a qualified/dedicated content development team
    Ensuring your subject matter experts are creating the right content
    Demonstrating expertise helps build trust
  • 10. Relevance
    “Companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity”
    The Cluetrain Manifesto
    • Using Personas
    • 11. Mapping Content to the buying process
    • 12. Understanding customer pain points
    • 13. Keep content specific
  • Consumption
    MOBILE APPS
    WIKI
    TWITTER
    ATOM
    EMAIL
    YOUTUBE
    PODCASTS
    PPC
    PRINT
    RSS
    STUMBLE UPON
    MICRO-SITES
    ICE ROCKET
    DELICIOUS
    BUZZ
    FACEBOOK
    TECHNORATI
    FRIENDSTER
    LINKEDIN
    WEBSITE
    SEARCH ENGINES
    WEBINAR
    DRIP EMAIL CAMPAIGNS
    WIDGETS & GADGETS
    NING
    BLOGS
    FLICKR
    MYSPACE
    PRESS RELEASE
    BLOG DIRECTORIES
    SLIDESHARE
    BANNER ADS
    DIGG
  • 14. Recognition
    Measure results
    Followers, Retweets
    Subscribers
    Leads
    Sales
    Return on investment
  • 15. Summary
    Creating compelling content is hard work but the payoff is huge!
    Master the key ingredients of frequency, consistency, expertise and make sure you audience can consume it when they are hungry
    Measure your success and enjoy the recognition
    Technology can be your friend. Put your effort into the parts that can’t be automated
  • 16. How Marqui Can Help
    Attract
    Web Content
    Management
    Engage
    Capture
    Nurture
    Lead score
    Campaign
    Management
    Sales-cycle
    Sales-cycle
    CRM / SFA
    Revenue
    Revenue
  • 17. Richard Sharp, VP Marketing
    richard.sharp@marqui.com
    604.484.8543
    Amberlie Denny, Web Content Specialist
    amberlie.denny@marqui.com
    604.630.3712