Don't pitch. Don't sell. Don't interrupt. Educate, inform and provide value to customers and prospects. Your business will grow.
4 P’s of Content Marketing
PURPOSE What is the Purpose of your Content Marketing? Begin with the end in mind. - Stephen Covey
PLAN What is your Content Marketing Plan ? A good plan is like a road map: it shows the final destination and usually the best way to get there. - H. Stanely Judd
PERSUADE How do you persuade with your Content? I'm not really interested in persuading people, I don't want to and I try to make this point obvious. What I'd like to do is to help people persuade themselves. -Noam Chomsky
PRESENTATION How do you present your Content? If your idea is worth spreading, then presentation matters. - Garr Reynolds
6 C’s of Content Marketing
CUSTOMER Who is your Customer ? "The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer." Peter Drucker
COMMUNITY How do you build and interact with your Community ? “ Respect those who come to you with open ears and foster a sense of community.” — P.T. Sudo
CONTENT What Content do you need to create and distribute? “ If your content is something that your customers are willing to share, you've unlocked the secret of engagement.” – Joe Pulizzi
CONVERSATION How do you enable and engage in Conversations ? “ Conversation Marketing ensures that you know your audience, target them with an appropriate message, and then observe their response and adjust that message accordingly.” – Ian Lurie
CONTINUITY Do you have Continuity in your marketing? “ Finally, strategy must have continuity. It can't be constantly reinvented.” –Michael Porter
CONSISTENCY Are your marketing messages Consistent ? “ If you want your target market to discover and purchase your product, you must tell a consistent, authentic, believable story that fits the way they view the world.” – Seth Godin
Content Marketing Definition
Junta42: What Is Content Marketing?
Junta42: The Ultimate Guide to Content Marketing
WritingontheWeb : Content Marketing Defined
reallypracticalmarketing : What is content marketing?
Content Marketing Today: Content Marketing Basics
Vizedu : Flash on Content Marketing
EzineArticles : What is Content Marketing? - Retaining Your Customers
Web Digest For Marketers: New Rules for 21st Century Marketers
PodMedia : Content Marketing - What is it? Why use it?
Content Marketing Blogs
Joe Pulizzi's Junta42
Newt Barrett's ContentMarketingToday
David Meerman Scott's WebinkNow
Ardath Albee's MarketingInteractions
Patsi Krakoff's WritingontheWeb
Mark Nagurski's ReallyPractial
Chris Brogans' Blog
Bob Gilbreath’s MarketingwithMeaning
Alltop's Content Marketing portal
Junta42's Top 42 Content Marketing blogs
Brian Clark's Copyblogger offers tips on how to write content for marketing success.
Robert Bly's CopyWriting has advise on copywriting and direct marketing.
Michael Stelzner's Writing White Papers
Jonathan Kantor's White Paper Pundit
Philip Dunn's Quality Writer
Jim Lodico's White Paper Solution
Great Content Marketing Blog Posts
Sonia Simone's The Matrix Guide to Content Marketing
Chris Brogan’s How Content Marketing Will Shake the Tree
Joe Pulizzi’s "Content Marketing is the Only Marketing Left" and 10 New Marketing Lessons
Russell Sparkman’s Tips for Getting Your Content Marketing Initiative Started
Joe Pulizzi’s Striking Content Marketing Gold - Direct from the Content Experts
Mark Nagurski’s What the Three Little Pigs Can Teach You About Content Marketing
Adopt a content marketing strategy today
Goals Identify your destination for Content Marketing. Figure out what your target market wants and how to offer it.
Strategy Determine how best to achieve your content marketing goals given the resources you have.
Execution/Tactics Take actionable tasks to execute on your vision. Align your tasks with what your target market wants for their informational needs. Launch your content marketing campaign
Metrics/ROI Measure your progress with analytics. Track what is working and make any necessary improvement adjustments.
Content Marketing Book Recommendation Get Content. Get Customers.
Content Marketing is the art of understaning exactly what your customers need to know and delivering it to them in a relevant and compelling way.
- Joe Pulizzi & Newt Barrett
Key takeaways from Get Content. Get Customer.
What informational need of the buyer are you trying to fulfill?
Analyze customers' informational needs through phone conversations, in-person meetings, or email surveys
Determine the goal behind producing any content
Have a thorough understanding of your customer and what is most important to them. Create material that will intrinsically be valuable to your customers.
Deliver to a targeted set of audience
Have a clear call-to-action. What do you want your customer to do?
What is the ROO (Return on Objective)? Does your written material lead to increased sales or increased readership?
White Papers Book Recommendation Writing White Papers: How to Capture Readers and Keep Them Engaged
"There are really only two ways to write white papers: (1) by focusing on your self-interests or (2) by concentrating on the interests of your readers. The self-interest or "chest-beating" approach focuses exclusively on a product, service or solution by expounding on its benefits, features and implications. While effective in some circumstances, this approach is best left for something other than a white paper, such as a data sheet or product brief.“
- Michael Stelzner
5 key take aways from Michael Stelzner's book
Give value to your reader: The whitepaper’s underlying strength rests on this premise: If you give readers something of value, they will give you their loyalty, and ultimately their business.
Identify your reader: Asking many questions to clearly define the ideal reader will not only help you bring clarity to your white paper project, it will also enhance your credibility.
Adopt problem-solution approach: By leading with some challenges faced by your readers and suggesting how to solve their problems, you can develop a compelling white paper that engages readers.
Include a “call to action”: Provide an actionable step that guides readers once they reach the end of your whitepaper. This will help keep prospects engaged with your solution.
Interview experts: To obtain “content-rich” whitepapers interview experts to speed up the research process and get access to information that you will never find on your own.
White Papers Book Recommendation The White Paper Marketing Handbook
"The best white papers have two things. The first is that they are conversational, natural language-driven. It’s really two people talking to each other in an informal tone. The second is to not focus on why your readers should use a certain product, but how it can benefit them. I like to give tips that the readers can use even if they don’t use my product. The main thing is they should be able to get value out of reading your white paper even if they don’t ultimately buy your product. Too often, people think writing white papers means 'sell this product'."
- Robert Bly
5 key take aways from Robert Bly's book
Focus on reader: White paper should focus on the reader’s issue or problem and offer information that will lead him or her towards a solution. A white paper should not be a sales brochure or company data sheet.
3 U’s formula: “3 U’s” formula for crafting titles is also applicable for creating for a white paper as well. Be ultra-specific, unique and useful to your ideal readers.
Integrated Marketing: A white paper should effectively fit into successful Integrated Marketing Communications efforts. It should have consistency with the messaging in other marketing collaterals.
Edu-marketing strategy: Educate and inform potential customers. This will in turn lead to business success.
Don’t sell: White paper should be a "soft sell" and is intended to make a favorable impression with the reader about the product or service.
10 Key Content Marketing lessons to apply to creating and marketing white paper and Ebooks.
Plan in advance so your white paper or Ebook fits well into your intergrated content marketing strategy.
Find 3 strategic goals you want to meet with your white paper or Ebook.
Find out who is your target audience before you start.
Think about how you can influence your readers. e.g., case studies, ROI calculations, research, surveys.
Understand the informational needs of your prospects and customers and create what matters most to them.
Connect with you prospects and customers. Listen. Hold two-way conversations.
Use social media to leverage for your investment in producing white papers or Ebooks.
Have an ongoing update plan for your white paper or Ebook. Delivering consistently is important to building a relationship with your customer.
Use analytics to evaluate how readers engage with your white paper or Ebook.
Use metrics to measure what is the ROI(Return on Investment) for your white paper or Ebook. Use these metrics to fine-tune your content strategy.
Content Marketing “How-to” Blog Posts
How To Create A Content Marketing Strategy
How to master Better Business Blog Writing
How to Sell Successfully Online by Engaging with Your Buyer Personas
How to Use Content to Find Customers
How To Create Elevator Speech For Your Content Marketing
How to Plan for, Create and Publish Online Content for Maximum ROI
How to Integrate Social Media into Product Marketing
How to Write Remarkably Creative Content
How to Create Better Content With Constraints
How to Create Remarkable Content
How to Rewrite Content for Reuse
How Twitter Makes You A Better Writer
Content Marketing “Lists” Blog Posts
3 Steps to Initiating a Successful Online Content Marketing Program
The Three Essentials of Breakthrough Content Marketing
4 Content Marketing Essentials for Every Business
5 Tips for Getting Your Content Marketing Initiative Started
Five Content Marketing Books You Need to Read
5 Key Content Marketing Posts for Your Business Blog
Five Content Marketing Ideas that Will Pay Dividends
5 (More) Reasons an Ebook is a Must for Content Marketing
The Five Pillars of Content Marketing - The Ultimate Definition
6 Ways Content Marketing Can Help You Survive the Recession
Content Marketing “Lists” Blog Posts (contd)
6 Key Content Marketing Lessons to Learn from Great Presenters
6 Reasons Why Your Blog Is Your Most Important Social Media Tool
Seven Content Marketing Mistakes and How to Avoid Them
Don't Make The 7 Deadliest Content Marketing Mistakes
8 Great Takeaways from 2009 Custom Content Conference
Nine Strategies to Create a Content Marketing Company
Top 10 Content Marketing Lessons From Practitioners
Top 10 B2B Product Launch Factors
Top Ten Reasons Why Your Content Marketing Strategy Fails
The Ten Commandments of Content Marketing
Content Marketing “Lists” Blog Posts (contd)
10 Content Marketing Tips to Start Now for 2009
11 Essential Content Marketing Insights from 2008 Custom Content Conference
12 Steps to Creating Web-Savvy Content for Marketing
15 Steps to Small Business Online Marketing Success
15 Secrets to Getting the Most Bang for Your Content Marketing Buck
16 Questions to Ask Before Launching a Content Marketing or Custom Publishing Project
34 Content Marketing Articles and Resources
49 Creative Ways You Can Profit From Content Marketing
50 Content Ideas that Create Buzz
Content Marketing “Lists” Blog Posts (contd) How to attract customers with good content
3 Ways to Write Content that Brings In Business
Creating Killer Content in 3 Simple Words
Master 4 C's of Quality Content
Six Benefits of an Integrated Content Strategy
10 Big Content Marketing Lessons in Get Content. Get Customers
42 Content Building Ways to Attract and Retain Customers
Content Marketing “Lists” Blog Posts (contd) Assorted List of Content Marketing Posts
5 Ways to Distribute Your Content for Free
5 Tips for Creating Content
Six Ways to Get People to Say “Yes”
Six Strategies for Keeping Content Fresh
7 Top Content Marketing Guides
10 Ways To Put Your Content In Front Of More People
Top 10 Reasons Why Great Content Fails on Social Media
Content Marketing “Lists” Blog Posts (contd) Assorted List of Content Marketing Posts
Ernest Hemingway’s Top 5 Tips for Writing Well
Stephen King’s Top 7 Tips for Becoming a Better Writer
7 Top Ten Ways to Get Readers to Respond
Four Ways to Create Innovative Content With Interactivity
8 Simple Writing Steps to Connect with Readers
10 Ways to Write to Make Readers Think
10 Ways to Connect with Readers
Ten Timeless Persuasive Writing Techniques
The 5 Immutable Laws of Persuasive Blogging
How To Write Persuasively
Content Marketing Predictions for 2009
42+ Social Media and Content Marketing Predictions for 2009 [Joe Pulizzi]
Why Content Marketing Is Becoming the New Public Relations [New Barrett]
How Content Marketing Will Shake the Tree [Chris Brogan]
Content to dominate marketing in 2009 [Becky Sheetz-Runkle]
How all content is going digital [Gerd Leonhard]
Content Marketing 2009 [Jeremy Morris]
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