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eDetroit & Founder Campus KickstartYour Digital Marketing www.edetroit.co www.michipreneur.com
1. Digital Marketing Overview Why do we go online?
“The tools of social Content Marketingnetworking: These arethe digital campfiresaround which the A Brief History of Content Marketingaudience gathers tohear our story.”—Marco Tempest Think like a publisher or storyteller Build and serve your community (customers) Focus on engagement to create brand love“As long as we areengaged in storytellingthat moves the cultureforward, it doesn’tmatter what format itis.”— Levar Burton
Types of Content Redbull (entertaining) Opportunity Detroit Entertaining content (community Informative content storytelling) GE (info, story) Story content (emotional content) A healthier MI (info, community story) User generated content Most Important: Sharable content
Cooking up contentVisual Media Blog posts, photos, info graphs, videos, subject matter articles, webinars, emails,Newest social mediasites heavily visual newsletters, and more. Visuals are being shared more thanDouble the share rate double the rate on social media. It is justMemes, videos, as important to use visuals as you aregraphics, info graphicsimportant for content words. What are content tools to use?What visuals can youuse to tell a story? Michipreneur tool list.*
Steps for your strategyTips forgetting started 1. Audience analysisNever dive in without 2. Find the larger story and tell yoursknowing your audience 3. Create your subject matter nicheFigure out what 4. Content guide for channelsresources you have andyour networks around 5. Set short term & long term goalsyou online, leverage 6. Measure and adjust strategythose (content partners)Pay attention tocommunities alreadyonlineCreate a purpose, anemotional connection
Audience Analysis: Who’s your buyer?Audience Analysis Sally’s Yoga Studio Sally’s yoga studio is trying to Who is your audience? Buyer reach those interested in persona? Demographics? healthy living, exercise, and What are their needs and well-being. Her audience is not interests? concerned with weight loss as What problems are they trying to much as choosing a healthy lifestyle. solve? What type of info would they They will search for ways to live want? stress free, eat healthy, What are they searching for meditate, and balance online? life/work.
Sally’s next stepsLarger Storyexamples Craft a story for her brand business onlineBuy local movement, present through website, and marketing(See: Shinola) channels of choice.Detroit rebirth story Create her niche for publishing content.(Quicken Loans) What is your niche? What is your story?Women in technology(Lean in movement)Think about thenational conversations,local conversations,trends, topics, forsubject material andwhere your brand fits .
Short term & long term goalsGetting started Kicking it up Launch a website that tells her Publish an ebook or create a brand’s story, marketing as a video. Offer a resource such as lifestyle and informational free class, free webinar, free resource for well-being. ebook in exchange for email. Continue to publish and focus Publish blog posts and use on multiple resources/content social media to create channels throughout year. Engage and that share inspiring and grow the community. informational content. Leverage content partners to Get started with goal of share and endorse content. building a few hundred Aim for thousands of followers followers and measure SEO. and build up the email list.
Premium ContentTypes When to use Video or video series Video is good for instructional and entertainment purposes, keep it White paper short, series for training eBook White paper for research-drive In depth articles reports eBook visual and more interactive Podcasts than whitepapers Webinars Podcast series information or Tutorials/guides entertaining Tutorials/guides problem- solving/how tos Webinars for Q & A, workshops, tutorials
Content guide6 values ofsharable content Consistent voice + consistent publishingSocial currency (coolinsiders) What’s your style? Tone? Language? Visuals?Triggers (everydayreminders of an Themes and topics that fit your story?item/idea) How often are you publishing, responding,Emotional resonance and active online?(wanting to share withyour friends)Observability (highlyvisible, advertises itself)Usefuless (practical orhelpful infoStorytelling (embedding aproduct in a narrative)
Using WordpressYou shouldhave… Ideal for startups and small businesses.A clear and simple logo Customizable with plugins, forums for help.Easy to read, navigate, Themeforest for themes.and mobile-friendly siteUse of visuals and Plugins to use: All in One SEO, disqusshort, short copy comment system, spam protection (akismet),Calls to action (connect, BWP, Jetpack, Contact Form 7, woosign up, follow, free commerce, code cannonSEO audit)SEO always, always,always