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Content marketing workshop, March 18
Today’s workshop
• What is content marketing and inbound marketing?
• Why should we start using it?
• The what – the conte...
What is content- and inbound marketing?
We give a gift to our potential customers – a gift of knowledge and
inspiration.
!...
Why should we start using it?
Increase the number of qualified inbound leads Create awareness about Wrapp
The what
Who is our target audience?
Position
How does a typical workday look like?
What media is she consuming?
InterestsWhat are ...
What does she want to read about?
…And what are we good at?
The how
The process
Analyze
DistributeCreate Get them hookedPackage
Create
!
• Friend-to-friend marketing
• Brand advocacy
• Word-of-mouth marketing
• Social selling
• Work in distributed te...
Package
• White papers
• Blog posts
• Pod casts
• Presentations
• Influencer posts on LinkedIn
• Emails
• Articles
• Webina...
Distribute
• Twitter (@wrappcorp)
• LinkedIn
• Guest blogging
• The media
• Conferences
• Newsletters
• Venture Beat Intel...
Get them hooked
• Landing page
• Create a new blog and put it on /retailers
• Do we have enough information on our web?
• ...
Responsibilities – pick your favorite!
Package
• Create the email
• Publish the blog post
• Launch the pod cast
Create con...
Measuring success
• Number of qualified leads per month
• Number of new email addresses signed-up for newsletter
• Number o...
Thank you.
Lisa Enckell
+415 867 5453
lisa@wrapp.com
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Content marketing workshop

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Internal workshop to kick-off content marketing.

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Transcript of "Content marketing workshop"

  1. 1. Content marketing workshop, March 18
  2. 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. 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. 4. Why should we start using it? Increase the number of qualified inbound leads Create awareness about Wrapp
  5. 5. The what
  6. 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. 7. What does she want to read about? …And what are we good at?
  8. 8. The how
  9. 9. The process Analyze DistributeCreate Get them hookedPackage
  10. 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. 11. Package • White papers • Blog posts • Pod casts • Presentations • Influencer posts on LinkedIn • Emails • Articles • Webinars • Case studies
  12. 12. Distribute • Twitter (@wrappcorp) • LinkedIn • Guest blogging • The media • Conferences • Newsletters • Venture Beat Intelligence • SEO
  13. 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. 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. 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. 16. Thank you. Lisa Enckell +415 867 5453 lisa@wrapp.com
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