Content marketing

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Presentation originally given to the Informedia Lunch & Learn group on March 15th, 2012.

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Content marketing

  1. 1. Whoever has the best content wins!Presented by:David SherPhyllis NeillBuzz12 Content Marketing
  2. 2. About Buzz12 Creating and executing e-marketing solutions for business to business companies since 2009. Partner Phyllis Neill 20+ years’ marketing and management Partner David Sher, 35+ years’ Co-CEO of AmSher
  3. 3. Why content marketing?“Soft” reasons: Becoming CRITICAL part of a company’s sales/business development process. Promote your company and employees as “thought leaders” in industry. Being knowledgeable, helpful, encouraging, and “giving away” knowledge as a marketing model. Encourages two-way conversations as opposed to one-way “interruption” marketing.
  4. 4. Why content marketing?“Hard” reason #1: Helps you b Helps you befound found
  5. 5. Why content marketing?“Hard” reason #2: Attract; nurture leads
  6. 6. Why content marketing?“Hard” reason #3: Show off expertise
  7. 7. Why content marketing?“Hard” reason #4: Drive prospects to your web site!
  8. 8. Lead generation/leadnurturing Using compelling, relevant content, you can attract and nurture leads. Today, second to Content Marketing, most valuable asset is email opt-in list!
  9. 9. How to build opt-in list? Outbound: (you find leads) ◦ Existing clients ◦ Prospects (ask first) ◦ Export Linkedin contacts (ask first) ◦ Export Outlook contacts (ask first) Inbound: (leads find YOU passively) ◦ Create content giveaways in exchange for email addresses!
  10. 10. What to do with opt-inlists? Email marketing campaigns! ◦ eNewsletters – include articles from your white papers, and blogs. ◦ Keep very informative and interesting. ◦ ONE call to action at bottom. ◦ eMarketing blasts – can be to encourage people to download new content you’ve created (i.e. eBooks, special reports, white papers, recorded webinars, etc.)
  11. 11. Measure your success
  12. 12. Measure and adjust Website analytics: increase in Visits, Visitors, and Pageviews month over month, top 5 referrers of organic traffic E-marketing metrics such as open rates, opt-out rates, # clicks # new leads, # new prospects, # opt-in’s to eProducts. Categorize all new biz by lead source.
  13. 13. Buzz12 resources: Sign up for newsletter at our website, www.buzz12.com ◦ www.facebook.com/buzz12 ◦ www.twitter.com/buzz12 ◦ www.twitter.com/phyllisneill ◦ www.youtube.com/buzz12pow ◦ www.plus.google.com You can download this presentation at www.slideshare.net/buzz12

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