Why do we go online? To be informed or entertained. Who clicks on advertisements or makes a purchase after watching an ad? Studies show we are much more likely to purchase through word of mouth endorsements (social media) and are more likely to remember a story (blog content) than an advertisement. Content also positions you as an expert that people can talk to and trust. What kind of people do you like to purchase from? Hard sales vs. inform?What is content marketing? Content marketing is how you can meet the needs and interests of online users. It is the creation of content that is published in order to acquire new customers. We go online to be informed and entertained. This is where you meet your audience, and offer a value in your market. Marketing with a purpose.
When we think about content, especially when starting out, it’s important to forget about numbers first. Focus on creating really good content and building an audience to share the content and promote it for you.
What kind of content do you share? Like/tweet/email out? Examples above show active blogs, social networks, and publishing powerhouses. Redbull is a little extreme with their videos and entertainment. There’s even a Red Bull house of Art in Detroit. These four give a good of example of some of the different types of content out their and active communities we are probably already familiar with. Good content spreads, creates brand endorsements online. More on sharable content later.
These are a few steps for getting started with a content strategy. Most important to tell a story about your brand or business and to publish in your niche. This helps give you a part of the story. More on content partners, which are others already in your area with similar audiences. They are likely to share and spread the word about your product, and vise versa. Good to have.
Create a buyer persona based on what you understand about your buyer. Think about demographics. Try creating a character that represents your target audience to help you think through all of their needs, desires, concerns, etc. and how you can market to them.
The Larger brand story is based off of what’s going on around the ecosystem of your product/business. For the Sally example, say if she’s a business in Midland she should research what the local media is talking about, everything from newspapers to social media in MI. What’s the national conversations? Are there local blogs? What does she want to attract and carve as her niche? Some questions for finding the story: What’s the history of your field? The concerns of your audience in relation to our culture/time? What trends are currently going on in your field? Where do you fit into all of this?
The goal is to create a larger story around your brand/product, and content to help share and spread online. A content guide is good for when you may be outsourcing work, or hiring someone to the team. I’d recommend writing it out just so you’ve thought through what the voice of the brand will be and how you can use this throughout. The 10 Marketing Truths to Embrace Today: help others, be honest, express sympathy, be present (online + in person), Be clear and concise, reflect on feedback, remember community, Remember audience (inspire/entertain/inform), serve a larger purpose, express personality. (Social Media)
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