The Challenge• What to Write• Overload of information• Competing philosophies on content creation• Consumers are tired of in-your-face advertising
Reality• Most people look to the Internet to find information on almost everything• Attention span is at its lowest• Inboxes full to capacity
Content Marketing• To educate prospective clients, but also to convert them into paying customers.• To get your website to rank higher on Google search engine results so that people can find you.• To get prospective customers to like and trust your brand.
What’s the Answer?• Create content that speaks to your customers’ needs and offers solutions to their problems.• Know the purpose of your content and how it will promote your business – think strategically!• Stay consistent – creating an editorial calendar will help.• Forget what you learned in English composition class.
More Solutions• Tell them something they don’t know – be a thought leader. Connect your content to current events – make it relevant.• Track your progress by utilizing Google Analytics, Facebook Insights, checking re-tweets and LinkedIn activity.• Reshare content if you have to, but be careful not to do it too frequently.• Listen to what readers are saying in response to your content, particularly those who comment on your social media posts.
Resources• Here are two innovative uses of content by major corporations. -- http://yourquestions.mcdonalds.ca/This website is a place for Canadian residents to ask McDonalds questions about its food and to get answers straight from the source. -- http://www.coca-colacompany.com/This is a goldmine of information on Coca Cola’s history, its sustainable efforts and more.
You can find this presentation on www.slideshare.net/irishgirl2• Colette Connolly• firstname.lastname@example.org• 914-584-2406• www.connwrite.net