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Educating The Customer: Why Content Marketing is the New Trend
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Educating The Customer: Why Content Marketing is the New Trend

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Consumer spending habits are changing. Word of mouth recommendations …

Consumer spending habits are changing. Word of mouth recommendations
are rapidly becoming the most influential factor in the way people choose to
spend their money. Individuals are conducting research on the internet and
relying on social media tools to help them make their purchasing decisions.
Traditional advertising and marketing campaigns are no longer as effective as
they once were.

Content marketing, communicating with your prospects without selling, is one
way to attract the informed consumer. 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.

This talk will explain the shift in consumer spending, describe the different
components of content marketing and give detailed recommendations on
how you can get started.

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Transcript

  • 1. Educating the Customer: Why Content Marketing is the New Trend by Sarah Mitchell www.globalcopywriting.com
  • 2. Goals for today
    • Explain the shift in consumer spending habits
    • 3. Define content marketing and describe it’s components
    • 4. Provide recommendations for a content marketing strategy
  • 5. 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
  • 6. What Changed?
    • Old advertising models are DEAD
    • 7. Consumer behaviour has changed
  • 8. Content Marketing Outbound vs. Inbound
    • Shouting for attention
    • 9. Push Oriented
  • 10. Outbound Marketing Techniques
  • 17. Why Outbound Marketing No Longer Works
    • Advances in Technology
    • 18. The traditional “funnel” sales cycle model is no longer effective
    • 19. Consumers are doing their own research
  • 20. Advances in Technology
  • 26. Sales Funnel no longer effective
  • 31. Consumers are doing their own research
    • July 2009 PQMedia study:
      • Word of Mouth (WoM) spending expected to grow 10.2% during worst economic recession in 70 years.
      • 32. Advertising and marketing decline for first time since 1930s
      • 33. $1.54 billion spent on WoM marketing in 2008
    • Bridge Ratings Survey
      • “ Strangers with Experience” trumps:
        • Teachers
        • 34. Newspaper/Magazines
        • 35. TV News Reports
        • 36. Traditional Advertising
  • 37. Consumers are doing their own research
    • Online Publishers – Internet Activity Index
    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%
  • 38. Inbound Marketing Permission based, online techniques that are used to draw people to you
  • 39. Benefits of Content Marketing
    • Establishes you as an authority
    • 40. Tailored to your business
    • 41. Targets key prospects
    • 42. Contributes to lead nurturing
    • 43. Positions your solution over your competitors
    • 44. Asset-based investment you own
  • 45. 3 Components of Inbound Marketing
    • Search Engine Optimisation (SEO)
    • 46. Content
    • 47. Social Media
  • 48. SEO
    • 25% is on your web page and within your control – KEYWORDS
    • 49. 75% is off your web page and outside your control
      • Inbound links
      • 50. External links
      • 51. Search engine recommendations
  • 52. Content
    • People are seeking their own information
    • 53. The days of self-serving, self-promoting “ blah blah blah ” are over.
    • 54. Marketing = Publishing
  • 55. Social Media
    • Not about tools
    • 56. “ Conversation without content is mere networking. Content without conversation is just dead content. ” Tipping Point Labs
  • 57. Content Marketing Strategy
    • Discover what your prospects want
    • 58. Find the intersection between your solution and your customer’s information needs
    • 59. Develop content to address deficiency
    • 60. Make yourself findable
    • 61. Give you content legs
  • 62. Discovery
    • What are the pains and where are they struggling?
    • 63. Listening posts
  • 68. Develop Your Content
    • Forget features – make it benefit oriented
    • 69. Think like a publisher
      • Support each product or service you offer
      • 70. Target each type of customer
      • 71. Consider vertical markets
      • 72. Use multiple content types
    • If needed, hire writers
  • 73. Examples of Original Content
  • 89. Where are you?
    • Key words, key words, key words
    • 90. Make it easy for the search engines to find you
  • 91. Give Your Content Legs
    • Don’t “post and hope”.
    • 92. Use social media tools to drive traffic to your website.
  • 93. 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
  • 94. 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,
  • 95.