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Content marketing workshop


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Internal workshop to kick-off content marketing.

Internal workshop to kick-off content marketing.

Published in: Marketing

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  • 1. Content marketing workshop, March 18
  • 2. Today’s workshop • What is content marketing and inbound marketing? • Why should we start using it? • The what – the content • Who is our buyer? • What content should we create? • The how – the process • Create • Package • Distribute • Get sign-ups • Responsibilities • Measuring success
  • 3. What is content- and inbound marketing? We give a gift to our potential customers – a gift of knowledge and inspiration. ! Inbound marketing is the format we’re using. It’s a state of mind. Instead of pushing content and information to potential clients, we let them find us. ! One inbound marketing tactic is to use content marketing. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience.”
  • 4. Why should we start using it? Increase the number of qualified inbound leads Create awareness about Wrapp
  • 5. The what
  • 6. Who is our target audience? Position How does a typical workday look like? What media is she consuming? InterestsWhat are her challenges at work? What does success look like? What’s important in life? Buyer, potential employee
  • 7. What does she want to read about? …And what are we good at?
  • 8. The how
  • 9. The process Analyze DistributeCreate Get them hookedPackage
  • 10. Create ! • Friend-to-friend marketing • Brand advocacy • Word-of-mouth marketing • Social selling • Work in distributed teams • UX design • Building a native FB app • Using Trello in marketing • User research • Case studies • Interviews • Curate content from other sources • …
  • 11. Package • White papers • Blog posts • Pod casts • Presentations • Influencer posts on LinkedIn • Emails • Articles • Webinars • Case studies
  • 12. Distribute • Twitter (@wrappcorp) • LinkedIn • Guest blogging • The media • Conferences • Newsletters • Venture Beat Intelligence • SEO
  • 13. Get them hooked • Landing page • Create a new blog and put it on /retailers • Do we have enough information on our web? • Sign-up form directly on the blog • Ask people to sign-up before we give them all the content? • Sign-up for our newsletter • Apply for positions at Wrapp
  • 14. Responsibilities – pick your favorite! Package • Create the email • Publish the blog post • Launch the pod cast Create content • Write, write, write • Interview • Curate (create a Twitter list with influencers in retail marketing) • Edit • Pick/create images Get them to sign-up • Create a new blog, put it on /retailers • Update the sign-up form • Add sign-up form for Wrapp and newsletter to the blog • SEO Manage salesforce • Segment different types of leads/subjects • Type of companies • Stage in lifecycle • Engagement • Keep the emails lists up to date • Determine who to contact Distribute • Manage social media channels • Reach out to other blogs • PR • Apply for conferences
  • 15. Measuring success • Number of qualified leads per month • Number of new email addresses signed-up for newsletter • Number of emails/blog posts we produce per month, goal: two per month ! • Other KPI’s • Open rate and CTR on emails • Followers on LinkedIn and Twitter
  • 16. Thank you. Lisa Enckell +415 867 5453