Content marketing show 2013 selling the content marketing story - 29.05.2013 - cv

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Selling the Content Marketing Story - Pak Hou Cheung's presentation for the Content Marketing Show in May 2013. …

Selling the Content Marketing Story - Pak Hou Cheung's presentation for the Content Marketing Show in May 2013.

Located at the Institute of Education near Russell Square Station, in London.

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  • What happened?!?!

Transcript

  • 1. SELLINGTHECONTENT MARKETING STORYPAK HOU CHEUNGORGANIC CONTENT STRATEGISTBLUEGLASS.CO.UKCONTENT MARKETING SHOW – MAY 2013
  • 2. THE FOLLOWINGEVENTS ARE BASEDON A TRUE STORY…(kind of…)
  • 3. IT BEGAN HERE…..
  • 4. TODAY…..
  • 5. YOU NEED SOME AWESOME SEO…..
  • 6. YOU NEED SOME AWESOME SEO…..
  • 7. SO YOU BEGIN…
  • 8. AWESOME SEO GETS TRAFFIC….
  • 9. YOU GET HIT BY A GOOGLE UPDATE….
  • 10. YOU DO SOME MORE AWESOME SEO…
  • 11. YOU START CHASING THE ALGORITHM..
  • 12. YOU GET HIT BY A BIG UPDATE…..
  • 13. FINALLY……
  • 14. SO WHAT NOWTHEN…..
  • 15. THE NEXT SERIESOF EVENTS,IS SADLY ALSO BASEDON A TRUE STORY…..(kind of…)
  • 16. ?CONTENTSTRATEGYSEOSOCIALMEDIA
  • 17. YOURBRANDCONTENTSTRATEGYSEOSOCIALMEDIA
  • 18. MY CONTENT IDEAS1) Viral Content Ideas2) Target Publisher Sites3) Find Influencers
  • 19. WHAT ISYOURGOAL?
  • 20. HOW WILLCONTENT MARKETINGACHIEVE MY GOAL?
  • 21. Content in the Awareness StageMake it memorable, shareable & optimized• It has to stand-out• Allow & encourage sharing• PromoteMake it interesting, useable & dynamic• Tips• Tools• Tutorials• Free downloads• Include visuals
  • 22. Content in the Consideration StageBe educationalUse your content to demonstrate how it solves that problem• Product demos• In-depth tutorials• Entertaining FAQs• Buying guidesLeverage (and build) relationships• Testimonials & reviews• Case studies (tell a story)• Analysis reports
  • 23. Content in the Purchase StageFocus on The WhyInspire your audience to buy• Share; don’t push• Elicit emotion• Be passionateTell them what they’ll getShow results; demonstrate true value with your content• ROI calculators• Descriptive case studies• Pricing information• Detailed tutorials
  • 24. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
  • 25. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
  • 26. Content in the Retain & Upsell PhaseHow do you get them coming back?• Don’t stop offering value• Find different ways to reach them(i.e. newsletters, interactive quizzes & polls, direct-mail pieces,events, etc.)• Keep it fresh and exciting• Remind them of all benefitsDon’t stop sharing• A social strategy can be a powerful thing• So can a phone call• Or a personalized email
  • 27. Screen Shot TakenDecember 20th, 2002
  • 28. Screen Shot TakenDecember 20th, 2002
  • 29. Screen Shot Taken29th May, 2013
  • 30. Screen Shot Taken29th May, 2013
  • 31. Screen Shot Taken29th May, 2013
  • 32. Screen Shot Taken29th May, 2013
  • 33. SAD, BUT TRUE…NOT EVERY BUSINESS ISASOS…..
  • 34. http://bit.ly/measuring-your-success-2013http://bit.ly/4-types-of-content-marketing-metricshttp://bit.ly/top-5-micro-conversion-metricshttp://bit.ly/content-auditing-2012
  • 35. CONTENT OUTREACH &ENGAGEMENTSTAYING AHEAD OF THE GAMEPAK HOU CHEUNGORGANIC SEARCH STRATEGISTBLUEGLASS.COMThinkVisibility - MARCH 2013
  • 36. You need quality, method & patience to pay off….
  • 37. SO YOU BEGIN…
  • 38. YOU MIGHT NOT SEE MUCH DIFFERENCE
  • 39. THEN THINGS PICK UP…..
  • 40. TRAFFIC GROWS….
  • 41. YOU SEE THE RESULTS…
  • 42. PCHEUNG@BLUEGLASS.CO.UKWWW.BLUEGLASS.CO.UK