Seducing Your Customer: Principles of ConversionContent MarketingNupur Pathak | Channel Head - ContentMarch 21st 2012     ...
About Nupur Channel Head – Content, responsible for driving content strategy at Regalix 12 years of experience with bran...
Why is Content Marketing Popular?          © 2012 Regalix Inc. Confidential, All Rights Reserved
Media is no longer a passive experience!Did you know 78% marketers invest in content   marketing for brand awareness 69%...
Plan            Create                                      Publish               GovernTouch points in Buying Cycle      ...
What is Content Marketing? Content marketing is creating and sharing relevant and valuable content to create interest, eng...
Simplified…Answering your customer’smost important questions.           © 2012 Regalix Inc. Confidential, All Rights Reser...
Content talks with people, not to them        Consumer                                                    Company XYZ     ...
Don’t think…  —Audience  — Listeners  — Viewers  — Readers           © 2012 Regalix Inc. Confidential, All Rights Reserved
Think …—Community  —Fans  —Users—Network          © 2012 Regalix Inc. Confidential, All Rights Reserved
Your Network wants to engage and talk   With you   With each     other    With each   other about       you           © 20...
-Fortune 500 technology company based in the US- Redeem its image and brand reputation tarnished bywidespread negative onl...
How Content Flows in the Sales Cycle                                                                  Shared     Engagemen...
-Large commercial bank unhappy with its brand visibilityand online lead conversion- Targeted content campaigns and tailore...
Content Strategy      Plan                                        Personas                Solutions         Keywords      ...
Several Tools Make Great Content Marketing         © 2012 Regalix Inc. Confidential, All Rights Reserved
© 2012 Regalix Inc. Confidential, All Rights Reserved
Surprise! So do email signatures         © 2012 Regalix Inc. Confidential, All Rights Reserved
Not these kind though…        © 2012 Regalix Inc. Confidential, All Rights Reserved
What is ‘great’ content?It’s unique…or different.It’s useful, contains usable information.It’s written first for people...
Some websites take the cake…         © 2012 Regalix Inc. Confidential, All Rights Reserved
What’s this one even about?         © 2012 Regalix Inc. Confidential, All Rights Reserved
While some others know how to engage…        © 2012 Regalix Inc. Confidential, All Rights Reserved
Any Kind of Business Can Have a websitethat works for it…         © 2012 Regalix Inc. Confidential, All Rights Reserved
Content strategy is seen as…         © 2012 Regalix Inc. Confidential, All Rights Reserved
Content marketing for lead conversionResearch your keywordsImprove your blogsImprove online profilesSell activelyWrite whi...
It’s Simple…Content Strategy Checklist    Produce    Target    Launch    Track    Test    Optimize    Refine       ...
Takeaways…           Buyer Personas       © 2012 Regalix Inc. Confidential, All Rights Reserved
© 2012 Regalix Inc. Confidential, All Rights Reserved
Get in Touch Forefront of Innovation                                                       visit: www.regalix.com  Digi...
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Seducing your customer principles of conversion content marketing

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Media is no longer a passive experience!

Did you know
78% marketers invest in content marketing for brand awareness
69% use it for customer retention and loyalty
63% are certain it gets them more leads
1 out of 3 buyers trust marketing messages
65% of online revenue is generated from Websites in the top three positions
93% of global consumers use search engines to find Websites
50% !!

Content marketing is creating and sharing relevant and valuable content to create interest, engage, and acquire a clearly defined and understood customer audience - with the objective of driving profitable customer action.

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Seducing your customer principles of conversion content marketing

  1. 1. Seducing Your Customer: Principles of ConversionContent MarketingNupur Pathak | Channel Head - ContentMarch 21st 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  2. 2. About Nupur Channel Head – Content, responsible for driving content strategy at Regalix 12 years of experience with brand strategy, marketing communication and digital content for leading multi-million dollar organizations Crafted result-oriented content campaigns for several verticals © 2012 Regalix Inc. Confidential, All Rights Reserved 2
  3. 3. Why is Content Marketing Popular? © 2012 Regalix Inc. Confidential, All Rights Reserved
  4. 4. Media is no longer a passive experience!Did you know 78% marketers invest in content marketing for brand awareness 69% use it for customer retention and loyalty 63% are certain it gets them more leads 1 out of 3 buyers trust marketing messages• 65% of online revenue is generated from Websites in the top three positions• 93% of global consumers use search engines to find Websites 50% !! Source: MarketingProfs research report 2011; © 2012 Regalix Inc. Confidential, All Rights Reserved Edelman Digital; Forrester; IDG Communication
  5. 5. Plan Create Publish GovernTouch points in Buying Cycle Online ads, viral Website, email, search, Mobile, Blogs, landing page, Online Email, Know blogs support Newsletter Try Refer Awareness Consider Purchase Loyalty PR, Media, Like Direct Mail, Return Word of Store, Call Mouth center Trust © 2012 Regalix Inc. Confidential, All Rights Reserved
  6. 6. What is Content Marketing? Content marketing is creating and sharing relevant and valuable content to create interest, engage, and acquire a clearly defined and understood customer audience - with the objective of driving profitable customer action. © 2012 Regalix Inc. Confidential, All Rights Reserved
  7. 7. Simplified…Answering your customer’smost important questions. © 2012 Regalix Inc. Confidential, All Rights Reserved
  8. 8. Content talks with people, not to them Consumer Company XYZ SEO content: I need antivirus. XYZ Antivirus Searches software- ranked Google: #1 by Gartner Good to know. Is your software really Read our that good? Customer Reviews Have your sales rep call me… Tweet: I just bought great antivirus from XYZ – Gartner recommends them © 2012 Regalix Inc. Confidential, All Rights Reserved
  9. 9. Don’t think… —Audience — Listeners — Viewers — Readers © 2012 Regalix Inc. Confidential, All Rights Reserved
  10. 10. Think …—Community —Fans —Users—Network © 2012 Regalix Inc. Confidential, All Rights Reserved
  11. 11. Your Network wants to engage and talk With you With each other With each other about you © 2012 Regalix Inc. Confidential, All Rights Reserved
  12. 12. -Fortune 500 technology company based in the US- Redeem its image and brand reputation tarnished bywidespread negative online views- Multi-channel detailed content strategy built itsreputation as a vendor of choice- Combination of offpage and onpage integrated content- Value of user-generated content.  34% 70% Increase in web Increase in fans Lower SERP traffic on social sites ranking of negative reviews © 2012 Regalix Inc. Confidential, All Rights Reserved
  13. 13. How Content Flows in the Sales Cycle Shared Engagement Word of Mouth Experiences Content Connections Participation + Influence = Awareness, Conversion © 2012 Regalix Inc. Confidential, All Rights Reserved
  14. 14. -Large commercial bank unhappy with its brand visibilityand online lead conversion- Targeted content campaigns and tailored messagingacross multiple media and geographies 14% 45% 3x Increase in Website Reduction in Customers activity up cost Acquired per prospect © 2012 Regalix Inc. Confidential, All Rights Reserved
  15. 15. Content Strategy Plan Personas Solutions Keywords Social Media Thought leadership Videos Podcasts Promotion Articles, white papers, e- Webinars PR books etc. © 2012 Regalix Inc. Confidential, All Rights Reserved Website Syndication
  16. 16. Several Tools Make Great Content Marketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  17. 17. © 2012 Regalix Inc. Confidential, All Rights Reserved
  18. 18. Surprise! So do email signatures © 2012 Regalix Inc. Confidential, All Rights Reserved
  19. 19. Not these kind though… © 2012 Regalix Inc. Confidential, All Rights Reserved
  20. 20. What is ‘great’ content?It’s unique…or different.It’s useful, contains usable information.It’s written first for people and second for organizations.It’s engaging & encourages conversations.It’s error-free.It adds value. © 2012 Regalix Inc. Confidential, All Rights Reserved
  21. 21. Some websites take the cake… © 2012 Regalix Inc. Confidential, All Rights Reserved
  22. 22. What’s this one even about? © 2012 Regalix Inc. Confidential, All Rights Reserved
  23. 23. While some others know how to engage… © 2012 Regalix Inc. Confidential, All Rights Reserved
  24. 24. Any Kind of Business Can Have a websitethat works for it… © 2012 Regalix Inc. Confidential, All Rights Reserved
  25. 25. Content strategy is seen as… © 2012 Regalix Inc. Confidential, All Rights Reserved
  26. 26. Content marketing for lead conversionResearch your keywordsImprove your blogsImprove online profilesSell activelyWrite white papers, eBooksRun content marketing campaignsManage calls to actionCreate multimedia contentSocial media, user-generatedcontent © 2012 Regalix Inc. Confidential, All Rights Reserved
  27. 27. It’s Simple…Content Strategy Checklist  Produce  Target  Launch  Track  Test  Optimize  Refine © 2012 Regalix Inc. Confidential, All Rights Reserved
  28. 28. Takeaways… Buyer Personas © 2012 Regalix Inc. Confidential, All Rights Reserved
  29. 29. © 2012 Regalix Inc. Confidential, All Rights Reserved
  30. 30. Get in Touch Forefront of Innovation  visit: www.regalix.com Digital Marketing Services Technology Enabled Services  For a free evaluation of your website / Regalix Labs ecommerce portal, please get in touch with Ritu Josan, rjosan@regalix-inc.com Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  If you have any questions about this webinar please feel free to get in touch with the speaker Nupur Pathak, Nupur@regalix- Fortune 500 and Venture Backed Customers inc.com (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices Industry Recognition © 2012 Regalix Inc. Confidential, All Rights Reserved 30

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