Content Marketing: Modern Techniques for Growing Your Business

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This presentation was developed for the Breakout at the Breakwater 2010 event sponsored by Fitzgerald Photo Imaging. It supports the theme of the conference, "Education & Inspiration", by defining content marketing, giving an in-depth look at social media and presenting a case study of how one photographer's experiences with social media in his business.

Advances in technology and the explosion of the internet mean purchasing decisions are more reliant on communication and interaction with the vendor than ever before.
While the marketing exercise itself has not changed, new ways to approach these activities have changed dramatically. Business owners today must understand these developments and engage their potential client base.

Content marketing - communicating with your prospects without selling - is one way to attract the informed consumer. Developing techniques to pull customers to your door is much more effective than pushing your message out to them. The great news for small business is deploying a content marketing strategy can be a low-cost option achieving greater results. Even better, the framework for content marketing is probably already in place in your organisation. Best of all, creative industries are best poised to exploit the new trends.

This talk will explain the different components of content marketing and give detailed recommendations on how you can get started. At the end of the session, you will have clear ideas on marketing activities and techniques for immediate implementation.

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  • I wrote a white paper titled, Practical Advice for Making Social Media Work For Your Business that was based on some of the content in this presentation. Anyone in my audiences is offered this paper, free of charge, by shooting me an email at sarah@globalcopywriting.com. The offer stands for SlideShare viewers, as well.
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Content Marketing: Modern Techniques for Growing Your Business

  1. 1. Content Marketing: Modern Techniques for Growing Your Business by Sarah Mitchell www.globalcopywriting.com
  2. 2. Goals for today <ul><li>Define content marketing and describe it’s components
  3. 3. Provide recommendations for a content marketing strategy
  4. 4. Take an in-depth look at social media
  5. 5. Case Study </li></ul>
  6. 6. Definition Content Marketing: is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. CONTENT MARKETING = EDUCATION
  7. 7. What Changed? <ul><li>Old advertising models are DEAD
  8. 8. Consumer behaviour has changed </li></ul>
  9. 9. Content Marketing Outbound vs. Inbound <ul><li>Shouting for attention
  10. 10. Push Oriented </li></ul>
  11. 11. Outbound Marketing Techniques <ul>Interruption-based, offline: <ul><li>TV
  12. 12. Radio
  13. 13. Newspaper
  14. 14. Yellow Pages
  15. 15. Direct Mail
  16. 16. Cold Calling
  17. 17. SPAM email </li></ul></ul>
  18. 18. Why Outbound Marketing No Longer Works <ul><li>Advances in Technology
  19. 19. The traditional “funnel” sales cycle model is no longer effective
  20. 20. Consumers are doing their own research </li></ul>
  21. 21. Advances in Technology <ul><li>TiVo
  22. 22. Satellite Radio
  23. 23. RSS Feeds
  24. 24. Privacy Rights
  25. 25. Caller ID
  26. 26. SPAM filters </li></ul>
  27. 27. Sales Funnel no longer effective <ul><li>Phone Calls
  28. 28. Meetings
  29. 29. Presentations
  30. 30. Evaluation
  31. 31. Sale </li></ul>
  32. 32. Consumers are doing their own research <ul><li>July 2009 PQMedia study: </li><ul><li>$1.54 billion spent on WoM marketing in 2008 </li></ul></ul>May 2010 Custom Content Council Survey: U.S. Spends record $47.2 billion in 2009 on branded content including blog posts, video, digital zines and e-newsletters <ul><li>Bridge Ratings Survey </li><ul><li>“ Strangers with Experience” trumps: </li><ul><li>Teachers
  33. 33. Newspaper/Magazines
  34. 34. TV News Reports
  35. 35. Traditional Advertising </li></ul></ul></ul>
  36. 36. Consumers are doing their own research <ul><li>Online Publishers – Internet Activity Index </li></ul>Monthly “Time Spent” in Internet Activity Table Category 2003 Avg. Time (h:mm) 2009 Avg. Time (h:mm) %Change Content 3:42 6:58 +88% Communications 5:20 4:54 -8% Commerce 2:07 2:40 +26% Community N/A 3.01 N/A Search 0:27 0:57 +111%
  37. 37. Inbound Marketing Permission based, online techniques that are used to draw people to you
  38. 38. Benefits of Content Marketing <ul><li>Establishes you as an authority
  39. 39. Tailored to your business
  40. 40. Targets key prospects
  41. 41. Contributes to lead nurturing
  42. 42. Positions your solution over your competitors
  43. 43. Asset-based investment you own </li></ul>
  44. 44. 3 Components of Inbound Marketing <ul><li>Search Engine Optimisation (SEO)
  45. 45. Content
  46. 46. Social Media </li></ul>
  47. 47. SEO <ul><li>25% is on your web page and within your control – KEYWORDS
  48. 48. 75% is off your web page and outside your control </li><ul><li>Inbound links
  49. 49. External links
  50. 50. Search engine recommendations </li></ul></ul>
  51. 51. Content <ul><li>People are seeking their own information
  52. 52. The days of self-serving, self-promoting “ blah blah blah ” are over.
  53. 53. Marketing = Publishing </li></ul>
  54. 54. Social Media <ul><li>Not about tools
  55. 55. “ Conversation without content is mere networking. Content without conversation is just dead content. ” Tipping Point Labs </li></ul>
  56. 56. Content Marketing Strategy <ul><li>Discover what your prospects want
  57. 57. Find the intersection between your solution and your customer’s information needs
  58. 58. Develop content to address deficiency
  59. 59. Make yourself findable
  60. 60. Give you content legs </li></ul>
  61. 61. Discovery <ul><li>What are the pains and where are they struggling?
  62. 62. Listening posts </li><ul><li>Your personal networks
  63. 63. Google Alerts
  64. 64. Twitter searches
  65. 65. Twendz
  66. 66. Twitrrater
  67. 67. Tweetfeel </li></ul></ul>
  68. 68. Develop Your Content <ul><li>Forget features – make it benefit oriented
  69. 69. Think like a publisher </li><ul><li>Support each product or service you offer
  70. 70. Target each type of customer
  71. 71. Consider vertical markets
  72. 72. Use multiple content types </li></ul><li>If needed, hire writers </li></ul>
  73. 75. Where are you? <ul><li>Key words, key words, key words
  74. 76. Make it easy for the search engines to find you </li></ul>
  75. 77. Leave Your Prints A great way to improve your Search Engine rankings is to leave comments on articles or blogs.
  76. 78. Give Your Content Legs <ul><li>Don’t “post and hope”.
  77. 79. Use social media tools to drive traffic to your website. </li></ul>
  78. 80. Social Media Also known as: <ul><ul><li>Social Marketing
  79. 81. Social Networking
  80. 82. Web 2.0 </li></ul></ul>Hype and Confusion Goal: <ul><ul><li>Provide an approach to incorporate social media in a professional setting. </li></ul></ul>
  81. 83. What Social Media Won't Do • It won’t close deals • It won’t generate a customer base if your products or service are lacking • Probably won’t replace your current marketing strategy
  82. 84. What Social Media Can Do • Generate Leads • Establish Your Authority • Promote Your Brand
  83. 85. 2 Things to Remember 1) It's “social” meaning your activities have to be centred on building relationships. 2) You are representing your brand (or your company brand). At all times you must you must maintain a professional tone and attitude.
  84. 86. The Tools for Business
  85. 87. Usage of Tools for Business
  86. 89. Interesting Facts • People aged 30 to 39 years are most likely to use social media for business. (Stelzner) • More women, than men, engage in social media activities. (55% vs. 45%) • People love to look at pictures. 70% of all actions are related to photos or video. (HBS) • Women say more. Men reference links. (HBS)
  87. 90. Establishing Authority • LinkedIn is a professional networking site • Complete online curriculum vitae • Find and connect with business colleagues • List your company • Special interest groups • Polls • Q&A • 65 million members in over 200 countries
  88. 91. Lead Generation • Twitter is a global instant messaging tool • Micro-blogging • Send messages to drive traffic to your website • Networks consists of “followers” and is very fluid • 600 million search queries every day • Twitter has 105,779,710 registered users • 800,000 Twitterers in Australia – June 2009
  89. 92. Promoting Your Brand • Blogging is an online dialogue you have with your customers and prospects • Allows you to position your company against competitors • Excellent way to improve SEO • Customers can leave their own comments and opinions
  90. 93. Promoting Your Brand • Facebook allows you to create a business page and find companies you like • Most useful for B2C companies • Post photos, documents or run advertising • Privacy issues • 70% of user are outside the USA • More than 200 million users log on to Facebook every day
  91. 95. Perth Storm 22 March 2010 <ul><li>“ Biggest Storm in 50 years” </li></ul><ul><li>Paul Pichugin posts his photos on Facebook </li></ul><ul><li>Wakes up to see his work on: </li></ul><ul><ul><li>Channel 9 News
  92. 96. The West
  93. 97. Perth Now </li></ul></ul>
  94. 98. Fallout 23 March 2010 <ul><li>Twitter network reports usage </li></ul><ul><li>Paul spends the day trying to get photo credits </li></ul><ul><li>The West and Perth Now attribute photo </li></ul><ul><li>Channel 9 News uses photo in promotional campaign. Refuses compensation or attribution. </li></ul>
  95. 99. Silver Lining <ul><li>Over $5,000 in print sales for the photo </li></ul><ul><li>Follow on business including 2 weddings </li></ul>
  96. 100. Lead Generation <ul><li>18 Weddings from Facebook
  97. 101. $35,000 business from Twitter in 8 months
  98. 102. 6 event gigs after working Media140 conference
  99. 103. 5 Weddings from Twitter/Facebook combo
  100. 104. 2 Weddings from Facebook advertising
  101. 105. Sold “heaps” of landscape prints
  102. 106. Indirect: 4 weddings approximately $12,000 </li></ul>
  103. 107. Don’t Pay for Attention BUY attention: Advertising BEG for attention: Public Relations BUG people: Sales “ EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free .” David Meerman Scott, Web Ink Now
  104. 108. Always Keep in Mind.... With content marketing you pull them in with your expertise. Don’t push your prospects away by shouting at them. “ You shouldn’t be thinking so much about what to say, but rather what your audience needs to hear. ” – Joe Pulizzi,

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