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Can Strong Content Marketing Make You a Media Kingpin?
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Can Strong Content Marketing Make You a Media Kingpin?

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Are you an eCommere seller who wants to make news? In this presentation at ICE Retailer in Atlanta, we tell you how to use content marketing to get publicity. From websites to blog and all your owned …

Are you an eCommere seller who wants to make news? In this presentation at ICE Retailer in Atlanta, we tell you how to use content marketing to get publicity. From websites to blog and all your owned content,we tell you how to leverage your content to make you a media darling and increase excitement about your brand, which leads to more sales and profits.

Published in: Marketing, Business, Technology

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  • Approximately 46% of online users count on social media when making a purchase decision. (Source: Nielsen)
  • Approximately 46% of online users count on social media when making a purchase decision. (Source: Nielsen)
  • Approximately 46% of online users count on social media when making a purchase decision. (Source: Nielsen)
  • Approximately 46% of online users count on social media when making a purchase decision. (Source: Nielsen)
  • Transcript

    • 1. How Superior eCommerce Site Content Site Can Lead to Publicity By: Audience Matters, Inc. For: ICE Retailer Conference September 21, 2013
    • 2. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 3. Publicity is Earned Media • That means you have to earn it. • You can’t pay for it (at least directly like ads and PPC). • You don’t own it (though you can use it to promote your business). • You can’t control it. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 4. Publicity Enhances Credibility • Most of your customers still trust the media. • Because you can’t buy it, people are more likely to believe it’s true. • Being in industry, trade or mainstream media gives you more authority. • The more publicity you get, the more trusted a source of information you will be for the media…which leads to more publicity. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 5. Why Do You Want Publicity? (c) 2013. Audience Matters, Inc. All rights reserved.
    • 6. So, How Do You Use Content Marketing To Get Publicity? (c) 2013. Audience Matters, Inc. All rights reserved.
    • 7. Start With Your Owned Media • • • • • Your website (desktop and mobile). Your blog. Your email campaign. The other content you’ve created. Your social media properties. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 8. • All of these content marketing strategies lead back to one place…your website. • Let’s talk first about your website. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 9. Start With a Great Website • .05 seconds is the amount of time visitors spend on poorly designed websites, especially those with poor layouts. (Source: Google) (c) 2013. Audience Matters, Inc. All rights reserved.
    • 10. A Great eCommerce Website… • Has a clear brand identity with consistent brand standards. • Is professionally designed and developed with great pictures and content. • Is responsive (mobile), contemporary, attractive and easy-to-navigate. • Has excellent, high-value, original, regularly updated, SEO-friendly and branded content. • Connects your visitors to the rest of your social web presence. • Makes reporters want to cover your brand. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 11. Next, Have an Excellent Blog (c) 2013. Audience Matters, Inc. All rights reserved.
    • 12. • Positions you as an authority in your industry or about your product or service. • Contains useful (not salesy) original content (which 90% of consumers find useful, enhancing the KLT factor.) • Is part of your site and regularly updated. • Is well-written with great images. • Is professionally written if you don’t write well or hate writing. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 13. Your Email Campaign • If you don’t have one, create one. • Build a strong list and regularly send them similarly useful content to what’s on your blog. • For content-rich informational emails, limit promotions…that’s intrusion marketing, not content marketing. • Learn the best email marketing strategies for your type of product or service and use them. • Make subscribing easy and don’t spam people, especially reporters. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 14. Create Other Content to Market (c) 2013. Audience Matters, Inc. All rights reserved.
    • 15. • Videos of your products showing customers how to use them but NOT infomercials. • Infographics, memes and other images. • Audio content (podcasts)—interviews of you as industry expert. • Webinars on how to use your products that have NO hard sales pitch at end. • Press content and previous publicity. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 16. Then, Use Social Media to Increase Audience Share • Reporters respect big audiences. Develop yours on social media. • Make sure you market content where you audience is. • Create excitement and engagement around your content to drive audience share. • Connect with other industry experts and influencers to increase engagement, content sharing. • Have a deliberate strategy and execute it consistently. • Be interesting and consider being a little edgy…like John Lawson! (c) 2013. Audience Matters, Inc. All rights reserved.
    • 17. Now That You’ve Gotten the Word Out… (c) 2013. Audience Matters, Inc. All rights reserved.
    • 18. …Build Relationships with the Press • Know which press you want to reach and develop a strategy for reaching them. • Know how and when to reach out to them so you don’t alienate them; don’t stalk or spam them. • Be a good source; be knowledgeable, available and flexible. Don’t make them chase you. • Create content specifically for them (like a media room on your website). • Respect their processes, editorial calendars and unique idiosyncrasies. • Remember, you’re not doing them a favor…you need them more than they do you. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 19. Some Final Thoughts… • High quality, well-done content marketing impresses your key audiences…your customers and the press. • If you expect to be taken seriously by media, you must impress them…impress us…with your web presence, your expertise and your willingness to work with media. • But, media kingpins…darlings…are not made overnight. It takes time and consistent effort. • Don’t alienate the press. They…we…talk to each other. • Treat the media with respect and as a partner to your ecommerce enterprise. • Have FUN. Getting media should be a drag. (c) 2013. Audience Matters, Inc. All rights reserved.
    • 20. (404) 913-3340 Get connected with us: • • • • Web: myaudiencematters.com or socialwebquickstart.com (blog) Facebook: http://www.facebook.com/MyAudienceMatters Twitter: @baudiencedriven (hastag: #audiencedriven LinkedIn: http://www.linkedin.com/in/dahnamchandler We offer workshops, training, coaching and management. (c) 2013. Audience Matters, Inc. All rights reserved.