Content Marketing Mini-Webinar


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Learn the What, Why, and How of Content Marketing in the brief webinar by Business Armory

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Content Marketing Mini-Webinar

  1. 1. Content Marketing Webinar by: Caitlin Kelly & Arianna Vanjo
  2. 2. Introduction <ul><li>What is content marketing? </li></ul><ul><ul><li>The act of creating original content online and giving that content to customers and potential customers </li></ul></ul><ul><ul><li>Back-door approach to marketing </li></ul></ul><ul><ul><li>Getting your company’s name recognized by potential customers </li></ul></ul>
  3. 3. Content Marketing: Defined <ul><li>The act of creating content from the things your company already does well </li></ul><ul><li>Giving the content to your target market as a free help or guide </li></ul><ul><li>In participating in your web content, the potential customer gains valuable information from your company for free. </li></ul><ul><li>Why is this a good thing? </li></ul><ul><ul><li>Potential customer realizes the value your company holds for them </li></ul></ul><ul><ul><li>Realizes your company knows what they are talking about and has experience in the field </li></ul></ul><ul><ul><li>Sees that your company can help them in the future </li></ul></ul>
  4. 4. <ul><li>Why Content Marketing? </li></ul><ul><ul><li>Your customers and potential customers are searching for information each and every day on the internet </li></ul></ul><ul><ul><li>Share your wealth of knowledge with them and prove yourself as a leader in the market </li></ul></ul><ul><ul><li>Give them reason to look to your company first when they have industry questions and need help </li></ul></ul><ul><ul><li>The more focused your content is, the more effective you will be and the more popular your company will become in your target market </li></ul></ul>
  5. 5. Reticular Activator <ul><li>Stimulation of a reticular activator </li></ul><ul><li>Information is processed and important pieces are stored away </li></ul><ul><li>Brain is then triggered by everyday things </li></ul><ul><li>When you have good content that is helpful and easy to understand, you will stimulate the customer’s reticular activator and they will remember your name </li></ul>
  6. 6. Engaging Potential Customers <ul><li>Content marketing anticipates what your potential customers and target market will be searching for next by using tools such as social media </li></ul><ul><li>Create a piece of content that adds value to your target </li></ul><ul><li>This will allow and encourage them to share your name and website with others, better yet, to come back for more </li></ul>
  7. 7. Creating Valuable Content
  8. 8. Blogs <ul><li>Add personality </li></ul><ul><li>Speak on the customers’ level </li></ul><ul><li>Flow at a conversational pace </li></ul><ul><li>Do not ramble, be professional </li></ul><ul><li>Have credible content </li></ul><ul><li>“ Company blogging requires a balance between valid content an personal touch in order to be successful” -Rebecca Hubbel </li></ul>
  9. 9. White Papers <ul><li>Great way to put concentrated information together in one report </li></ul><ul><li>Should be fairly detailed, roughly 6-8 pages long </li></ul><ul><li>Make it easy for people to obtain your white paper </li></ul><ul><li>Can be downloaded for free by visitors to your company’s site </li></ul><ul><li>Send out the link to your white paper to current customers </li></ul><ul><li>The information you put in your white papers can establish you as a business leader whose knowledge is valuable </li></ul>
  10. 10. Webinars <ul><li>Narrow down your topic, the more narrow you make it, the more detailed you can be </li></ul><ul><li>Know your audience and speak on their level, but use correct terminology and do not talk down to customers </li></ul><ul><li>Plan ahead and practice what you will say </li></ul><ul><ul><li>You can use note cards, so do not use filler words </li></ul></ul><ul><li>Use pictures, graphs and illustrations to better explain </li></ul><ul><li>Invite customers, target customers, and others in the industry through your website or an email </li></ul><ul><ul><li>You should have a registration page on your website </li></ul></ul><ul><li>Keep in mind timing, is your audience attending in different time zones? </li></ul><ul><li>Start on time & end on time </li></ul><ul><ul><li>It’s the presenter’s responsibility to get to the webinar early and check sound, etc. </li></ul></ul><ul><ul><li>Be conscious of what time of day you schedule the webinar </li></ul></ul>
  11. 11. Social Media <ul><li>Post frequently, but don’t let quantity outshine quality </li></ul><ul><li>Listen to conversations your customers are having on social media </li></ul><ul><li>+200 million Twitter users+800 million Facebook users </li></ul><ul><li>Try using Hootsuite to organize your company’s social media </li></ul>“ By providing your customers with your wealth of knowledge, you will prove to be an authority in your industry” -Caitlin Kelly
  12. 12. Distribution Tools
  13. 13. Hootsuite for Social Media <ul><li>Manages all of your social media in one place </li></ul><ul><ul><li>Including Facebook, Twitter and LinkedIn </li></ul></ul><ul><li>Ability to create lists by using keywords in order to organize the people you are following </li></ul><ul><ul><li>Competitors, customers, industry leaders, local news, etc. </li></ul></ul><ul><li>Manage when your posts go out, including t ime and date so you never have to worry! </li></ul>
  14. 14. Email <ul><li>Avoid SPAM! </li></ul><ul><ul><li>Only email content </li></ul></ul><ul><ul><li>Your database is your gold mine </li></ul></ul>
  15. 15. CRM <ul><li>Client Relationship Management </li></ul><ul><li>Captures email addresses </li></ul><ul><ul><li>Do not buy a list </li></ul></ul><ul><ul><li>Grow your own list </li></ul></ul><ul><li>Helps segment and send targeted messages </li></ul><ul><ul><li>Find out what information your customers are searching for </li></ul></ul><ul><ul><li>Send them messages pertaining to their interests </li></ul></ul><ul><ul><li>No more spam! </li></ul></ul><ul><li>Generates sales </li></ul>
  16. 16. Summary
  17. 17. Content is Crucial <ul><li>Research is essential! </li></ul><ul><li>Establish credibility and show you’re an authority in the industry by sharing your wealth of knowledge about your business </li></ul><ul><li>What you say is just as important as saying it! </li></ul>
  18. 18. Continuous Content <ul><li>After creating content, do not change or tweak what you’ve already done </li></ul><ul><li>Keep creating! </li></ul><ul><ul><li>Create content relating to your first, but not the same </li></ul></ul><ul><ul><li>Keep listening to your customers’ needs </li></ul></ul><ul><ul><li>Invite customers and potential customers that visit your website, use your services, or participated in previous webinars to join in on future content marketing </li></ul></ul>
  19. 19. Let’s Get Started!
  20. 20. <ul><li>Determine your content </li></ul><ul><li>Create your content </li></ul><ul><li>Choose the right distribution tools for your company </li></ul>[email_address] Questions or feedback? Tweet us! @businessarmory
  21. 21. [email_address] Questions or feedback? Tweet us! @businessarmory