Gazalla Gaya10/16/12
   An umbrella term for all    content that you create    for your audience.    Examples include:       Blogs       Lan...
   Attract and retain customers    and turn them into brand    ambassadors   Build your site into a    trusted authority...
1.   Believability2.   Listen first“ The new marketing isn’t about   self-promotion; it’s about   giving customers what th...
   Constantly talking about    yourself not about the    customers needs and    wants   Making it difficult to    unders...
   Know who your client is    (persona) - Create a client    persona   WIIFM ( Speak to their needs)   Content Audit – ...
   Answer your customers’    questions   Create a sense of community   Allow your content to have    wings   Set up a ...
   Provide many different types    of content   Be willing to try new things –    and pull the plug on anything    that’...
   Take care of your customers    – giveaways, featuring them    in case studies   If you make a mistake    apologize an...
   Think of each post in your    blog as part of a larger    story   Don’t think so much about    what YOU want to say b...
 Never spam Always get  permission (double  opt-in) Segment your lists  and send only app  material based on  readers i...
   Usually used only if you are a    B2B business   Usually a very long report    that’s downloadable   Always try to s...
 Usually used as an  introductory guide to a  subject Best if prepared in an easily  scannable format such as  bullet po...
Joe Pulizzi - @juntajoeAnn Handley - @MarketingProfsKristina Halvorson - @halvorsonMarcus Sheridan - @thesaleslionJon Morr...
@Gazallahttp://webcontentblog.com
SLIDE    SOURCES2       VIDEO: www.videoinforgraphs.com3-4      IMAGE: Flickr image by eschipul3-4       QUOTE: Joe Pulizz...
Contentmarketing
Contentmarketing
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Contentmarketing

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Contentmarketing

  1. 1. Gazalla Gaya10/16/12
  2. 2.  An umbrella term for all content that you create for your audience. Examples include:  Blogs  Landing Pages  Newsletters  Whitepapers  EBooks  Podcasts  Videos  Webcasts/Webinars  Social Media
  3. 3.  Attract and retain customers and turn them into brand ambassadors Build your site into a trusted authority in your industry Keep your visitors coming back and staying longer Increase conversion rates Lead generation
  4. 4. 1. Believability2. Listen first“ The new marketing isn’t about self-promotion; it’s about giving customers what theyneed to become educated consumers. This is the age of information marketing. Educationmarketing. Content marketing.”” Joe Pulizzi3. Build trust
  5. 5.  Constantly talking about yourself not about the customers needs and wants Making it difficult to understand what you do or offer Poor quality, design/content. Neglected/website/blog etc. Inconsistency in providing content. Doing nothing – not engaging=no growth
  6. 6.  Know who your client is (persona) - Create a client persona WIIFM ( Speak to their needs) Content Audit – Take a good look at the content and messages you are sending out Provide valuable info. “Good content shares or solves; it doesn’t hawk your wares or push sales-driven messages. It provides value by positioning you as a reliable and valuable resource.” – Ann Handley in Content Rules
  7. 7.  Answer your customers’ questions Create a sense of community Allow your content to have wings Set up a listening dashboard (Google Reader, Google Alerts, twitter.com, relevant blogs) Measurement and metrics so you know what’s working
  8. 8.  Provide many different types of content Be willing to try new things – and pull the plug on anything that’s not working. Get on a schedule and stick with it.
  9. 9.  Take care of your customers – giveaways, featuring them in case studies If you make a mistake apologize and move on – You don’t own your brand – your customers do
  10. 10.  Think of each post in your blog as part of a larger story Don’t think so much about what YOU want to say but more about what your audience WANTS TO HEAR. Create a community Encourage dialogue and social shares Try to create shareable content, content that multiplies Spend time on other blogs in your niche
  11. 11.  Never spam Always get permission (double opt-in) Segment your lists and send only app material based on readers interest and previous buying behaviors
  12. 12.  Usually used only if you are a B2B business Usually a very long report that’s downloadable Always try to solve a pain in the market, give a solution to a problem your niche is facing They require a lot of time and effort, so you can always have a lead capture for whitepapers Always provide a printable format, easily downloadable in the form of a PDF Especially good to convince prospects to become customers
  13. 13.  Usually used as an introductory guide to a subject Best if prepared in an easily scannable format such as bullet points and numbered lists Make liberal use of call-out boxes on your site Ideal for lead capture
  14. 14. Joe Pulizzi - @juntajoeAnn Handley - @MarketingProfsKristina Halvorson - @halvorsonMarcus Sheridan - @thesaleslionJon Morrow - @jonmorrowBrian Clark - @copybloggerJay Baer - @jaybaer
  15. 15. @Gazallahttp://webcontentblog.com
  16. 16. SLIDE SOURCES2 VIDEO: www.videoinforgraphs.com3-4 IMAGE: Flickr image by eschipul3-4 QUOTE: Joe Pulizzihttp://webcontentblog.com

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