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Content Marketing Overview by WordSouth.com
 

Content Marketing Overview by WordSouth.com

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WordSouth prepared this presentation to explain the basics of content marketing to clients and prospects. It's certainly not a comprehensive treatment of the subject, but it does a good job of ...

WordSouth prepared this presentation to explain the basics of content marketing to clients and prospects. It's certainly not a comprehensive treatment of the subject, but it does a good job of introducing companies to the concept of content marketing.

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Content Marketing Overview by WordSouth.com Content Marketing Overview by WordSouth.com Presentation Transcript

  • CONTENT MARKETING: A New Approach to Communicating,Marketing and Engaging with Your Customers WordSouth PUBLIC RELATIONS, INC.
  • THE WAY WE WEREMonopoly of Services“If you want it, you have to get it from me.”Limited Outlets to Reach Your CustomersNewspaper - TV - Radio - Mail (maybe)Few Ways for Customers to Connect with One Another“Call me... or write me a letter...” WordSouth PUBLIC RELATIONS, INC.
  • THE WAY WE ARECompetition“I have alternatives...”Fragmented MediaTraditional, online, mobile, social...Many Ways for Customers to Connect“Text me... or Twitter, Skype, Facebook, LinkedIn, Google+...what’s a letter?” WordSouth PUBLIC RELATIONS, INC.
  • ENTERCONTENT MARKETING WordSouth PUBLIC RELATIONS, INC.
  • WHAT IT ISPermission-basedPull, not pushInformation driven, not sales driven WordSouth PUBLIC RELATIONS, INC.
  • WHAT IT IS“Content marketing is marketers becomingpublishers; owning the media instead of rentingit.  Attracting and retaining customers bycreating/curating valuable, compelling andrelevant content to maintain or changebehavior.” — Joe Pulizzi, author of Get Content Get Customers and founder of The Content Marketing Institute
  • WHAT IT IS“Content marketing... is the only marketingleft...” — Seth Godin, best-selling business author and marketing guru
  • B2BCONTENT MARKETING:2010 Benchmarks, Budgets and Trends WordSouth PUBLIC RELATIONS, INC.
  • WordSouth PUBLIC RELATIONS, INC.
  • WordSouth PUBLIC RELATIONS, INC.
  • YOU’RE DOING IT NOW... WELL, SORTA... WordSouth PUBLIC RELATIONS, INC.
  • ARE YOU DOING THESE?Customer newsletterBill insertsLocal TV programmingAnd maybe even...Articles on your websiteEmail newslettersFacebook/Twitter/etc. WordSouth PUBLIC RELATIONS, INC.
  • SO WHAT IS THE DIFFERENCE? WordSouth PUBLIC RELATIONS, INC.
  • WHAT’S THE DIFFERENCE?Not strategicNot comprehensive, all-encompassingNot intentional, proactiveNot as effective as could be WordSouth PUBLIC RELATIONS, INC.
  • SO CONTENT MARKETING IS NOT... WordSouth PUBLIC RELATIONS, INC.
  • WHAT IT’S NOTContent Marketing is not new and trendyJohn Deere started publishing a newsletter, “The Furrow” in thelate 1800’s! WordSouth PUBLIC RELATIONS, INC.
  • WHAT IT’S NOTContent Marketing is not social mediaThese are just tools in your overall content marketing strategy. WordSouth PUBLIC RELATIONS, INC.
  • WHAT IT’S NOTContent Marketing is not advertising“The difference is, a media company leverages content in orderto sell paid content and sponsorships ... A non-media companyneeds to create that same type of content, but they do not getpaid content or sponsorships -- they do it to sell products andservices.” — Joe Pulizzi, author of Get Content Get Customers and founder of The Content Marketing Institute WordSouth PUBLIC RELATIONS, INC.
  • STOPThinking like a marketer... WordSouth PUBLIC RELATIONS, INC.
  • STARTThinking like a publisher! WordSouth PUBLIC RELATIONS, INC.
  • WHY?People want a good storyPeople want informationPeople want to connect WordSouth PUBLIC RELATIONS, INC.
  • CONTENT MARKETING: WHERE DO I BEGIN? WordSouth PUBLIC RELATIONS, INC.
  • MOST IMPORTANT STEP: DEVELOP A CONTENT STRATEGY WordSouth PUBLIC RELATIONS, INC.
  • HOW TO DEVELOP ACONTENT STRATEGY WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP1. Conduct a content audit Catalog every piece of content – from brochures and annual reports to websites and videos. WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP2. Determine the goals you want to accomplish Keep this simple to being with; you can alway expand on it later. WordSouth PUBLIC RELATIONS, INC.
  • When setting goals, you want your content to: Educate Teaching your audience how to use your services to improve their lives Inform Sharing information about technology, the telecom industry, your community and other related subjects Engage Providing opportunities for your customers to participate with your organization WordSouth PUBLIC RELATIONS, INC.
  • WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP3. Identify your voice Determine how articles will be written, what personality they will portray. WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP4. Identify a content manager Someone must be in charge, must ‘own’ the content WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP5. Solicit support from all employees Everyone needs to know your strategy and understand what you are trying to accomplish. Find employees in other departments who will come to you with ideas for content related to what they do each day. WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP6. Develop an editorial calendar This document should provide an outline of the types of content you plan to develop and where you will deploy it. WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP7. Develop good content that focuses on customer needs Avoid the urge to push your services. Provide engaging content that you would want to read. WordSouth PUBLIC RELATIONS, INC.
  • STEP BY STEP8. Hire a journalist, or partner with an agency As with anything else, you must have the professional resources available to successfully do the job. WordSouth PUBLIC RELATIONS, INC.
  • IMPORTANT TIPS WordSouth PUBLIC RELATIONS, INC.
  • IMPORTANT TIPS1. Start small and simple - you can’t do it all at once2. Repurpose content (ex: video an interview with a member, write about them in your newsletter and develop a profile to show on your local channel)3. Cross-promote content (talk about your newsletter on Twitter, post clips from local channel on YouTube, etc.)4. Create ways for audience to provide feedback5. Engage daily with online presence – have a conversation with visitors WordSouth PUBLIC RELATIONS, INC.
  • A FEW PRINCIPLES WordSouth PUBLIC RELATIONS, INC.
  • PRINCIPLESBe ProactiveDecide as an organization to take 100% responsibility for yourmessage, your image, your brand.Be ConsistentWhen you decide who you really want to be in the lives of yourcustomers, be that company everywhere they encounter you.Be IntentionalKnow what you want to accomplish, set clear goals and takesteps in that direction every single day. WordSouth PUBLIC RELATIONS, INC.
  • PRINCIPLESBe ExcellentBegin your efforts with the commitment to do the best jobpossible with the resources you have.Be PatientIt won’t all come together in one day. Or month. Understandthat building and implementing a successful content strategy is along-range project. WordSouth PUBLIC RELATIONS, INC.
  • THANK YOU WordSouth PUBLIC RELATIONS, INC.