Content Marketing: How to Build a Business With Content
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Content Marketing: How to Build a Business With Content

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Content Marketing. Creating relevant, compelling, entertaining content for customers....

Content Marketing. Creating relevant, compelling, entertaining content for customers.
A workshop with Mitch Fanning
Is content king again? It’s difficult to think otherwise given how much attention content marketing has attracted as a way for companies to attract potential and existing customers, and differentiate themselves. In this hands-on workshop, Mitch Fanning will provide insight into potential of content marketing, as well as a “road map” that companies can follow to get started and drive results.

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  • Today I’d like to share 3 stories with you\n\nno big deal\n\njust 3 stories...\n
  • The 1st story is about “laundry detergent”...\n
  • The 2nd\n\nis a story about the men’s razor...\n
  • the 3rd story is about content marketing...\n\nBut before we get to that 1st story...\n\nI’d just like to just say how excited I am to be here and to speak to a group who just “gets it”\n\nbecause there’s never been a better time to be in business or to even start your own\n\n
  • opportunity for entrepreneurs is in content...\n
  • But in order to realize this opportunity \n\nneed to think of themselves first as digital media companies, \n\nregardless of what they sell (or think they should sell)\n
  • The smart entrepreneurs understand that when it comes to content marketing \n\nthey actually play 2 responsibilies\n\nprovide people something they want to consume and share...\n
  • (content)\n
  • and they sell something\n\nbut in this case, what they sell is extremely relevant to the content\n\nand therefore \n\n\n
  • to the audience\n
  • In 2011 \n\nthis approach seemed like it finally gained some traction - especially at the enterprise level\n\nBrands realize they need to be doing it, but only a few large companies are finding a way to make the change...\n
  • One of those companies is Coke\n\nWho, last year, declared they were no longer going to rely on traditional advertising, but instead use CM to double the size of their business in the next 10 years.\n\nso yes, even brands - like Coke - are firing...\n
  • the Don Draper’s of the world...\n\nbusinesses have been doing content marketing for years...\n
  • As most of you know, CM is not new....\n
  • for example...\n\nIn 1895\n\nJohn Deere published a magazine for its customers\n\nto help educate farmers on new technology\n\n1st example of corporate content marketing...\n\n\n\n\n
  • magazine is still going strong...\n\ncirculation of over 1.5 Million\n\nin 40 countries\n\nand in 12 different languages\n\n\n\n\n\n
  • In the 1930s \n\na laundry detergent company based out of Cincinnati had a problem.\n\nThey wanted to reach housewives (which was their audience)\n\nSo the company decided to innovate...by telling women stories through a new technology called....\n
  • ...the RADIO.\n\nNot just any stories, but compelling tales of family drama, joy and pain\n\noften punctuated with multiple plot twists and surprise endings.\n\n
  • The company was P&G\n\nwhich went on to become one of the biggest brand advertisers on the planet.\n\nAgain, what’s interesting was that P&G was both the...\n
  • ...content producer and the...\n
  • ...advertiser.\n\nThen in the early 1950s\n\nP&G quickly shifted its content (Guiding Light) from radio to...\n
  • TV...which was quickly followed by a 2nd show called...\n
  • ...as the World Turns (in 1956)\n\nwhich was aptly-named the “soap opera” \n\nand became a staple of North American culture and \n\none of the most lucrative - and long-lasting - television shows in history...\n\n
  • But P&G’s story doesn’t end there...\n\n
  • Just as they ended their run producing soap operas in 2009\nthey had another audience to reach\nthis time to sell them razors...\n
  • But this audience was a new breed of man \nwho participated more heavily in housework and child-rearing responsibilities\noften while his wife went to work...\n
  • In Jan 2011, P&G launched a blog called Man of the House...\nProviding tips for men from cooking to advice on sex and how to please women in general.\nBut what’s crazy is that P&G is using the same approach to reach men as they did 80 years ago to reach housewives \nSimply put, Man of the House is really an example of...\n\n
  • The 21st century soap opera.\n\nBut for me...what’s most interesting is how small businesses and startups have used content marketing, not just companies like Coke or P&G.\n\n
  • Take for example...\n\n37signals \n\nwho went from a small web design firm (sold services) to a profitable software company (sold products), thanks to a fanatical following the company built with its \n\nSignal vs. Noise blog.\n \n
  • Another example is DropBox...\n\nfile sharing service that allows you to store and share files via the cloud (which, we use and love)\n\nIn the early days (around 2007), they experimented with Adwords with little success \n\nthey made a short demo video as an experiment and then released it on Digg.\n\nWithin 24 hours, it got more than 10,000 Diggs and \n\ntheir beta waiting list went from 5,000 people to 75,000.\n\nbut these are not relevant\n\nsome of you might sell a service (not software)\n
  • introduce you to a company you’ve probably never heard of unless you live in Michigan and you’re looking for a mortgage\n\n*not our client, example from our partners\n\nvery typical\n\nlow tech biz trying to leverage the web\n\nbrochure site - getting bad leads from their site\n\nturning them into good ones.\n\n\n
  • using content marketing \n\ngenerate more leads and close more deals\n\nif these guys can be success, anyone can be...\n
  • provide you with a simple framework for putting CM into action for your biz\n\n\n\n\n\n\n
  • The word agile used in this sense comes from the world of software, \n\nwhich is based on iterative and incremental development.\n\nYou start with something simple, knowing that it needs improvement, and quickly make additional improvements based on feedback.\n\n\n\n\n\n\n\n\n
  • but through the process of agile content marketing, \n\nyou’re not attempting to create a minimum viable product \n\nas suggested in The Lean Startup by Eric Ries\n\nYou attempting to build a...\n
  • a MVA \n\nin order better understand what people might actually want to...\n
  • BUY\n
  • learn by first putting content you put out there (via your blog)\n
  • and seeing what the RESPONSE you receive...\n
  • make small iterations to...\n
  • optimize the content you produce next.\n\noffers\n\nproducts\n\nservices\n
  • Brian Clark used to build Copyblogger Media...\n\nbegan as a blog and evolved into a successful software and training firm, \n\nwith an initial investment of only $1,000 and his spare time.\n
  • Your Blog should be the HUB of your content platform (strategy)\n\n
  • This isn’t the trite buzzword served up from your friendly neighborhood social media guru.\n\nBeing authentic is about taking the time to discover the story the audience wants to hear\n
  • delivered in a likeable human voice.\n
  • hardest\n\nlack of time\n
  • start here....\n\nCreate a client or customer persona (or profile)\n\nWhat problems are they trying to solve Or\nfrustrations they are dealing with...\n
  • Creating content with one...\n\nwith an actual person in mind.\n
  • need?\n\ninspired? after having a conversation w a client\n\ncan it be excellent - 5 to 10 hours per week\n
  • only then do I use keyword research to discover the language the audience uses\n\n\n
  • no editorial cal\n\nthe way i organize CATEGORIES\n\nalways evolving...\n
  • you’ll most likely want PEOPLE to share it\n\noptimize YOUR content for social media distribution or sharing (on the blog itself)\n\n\n
  • the way to do that is to commit to creating excellent content...\n\nwhen we create great content that gets shared, we actually start to create a solid social media strategy\n
  • building an audience is great, but...\n\nPosition your content in a useful and unique way that facilitates lead gen and sales\n\ntalk about conversion paths and creating offers\n\n
  • \n
  • most of you have offers, but not all of you have offers that address each level of the funnel\n\nmost of you have the bottom\n\ntop, middle, and bottom\n\ntop answers the question...it addresses your audiences pain, but in a low risk way\n\nMoFu answers the question...why do i need it from you...more serious\n
  • once you’ve created all 3\n\nwant to make sure conversion path is set up\n\nblog, home page\n\nform - depending on what level\n\nthx u - driving back to content\n
  • \n
  • post\n\nCTAs\n\nLPs\n
  • \n
  • with Lead nurturing, AmeriFirst was able to stay in front of their potential clients \n\nwith more information on a weekly basis.\n\nGoal of lead nurturing: To build relationships with your leads in order to move them down the funnel, so they are more qualified when they get passed to sales\nCampaign goals can be:\n  Build relationship with top or middle of the buying cycle \n  Move top of the funnel lead to middle of the buying cycle \n  Move middle of the funnel lead to bottom of the buying cycle \n  Re-engaged unqualified bottom of the buying cycle leads \n\n
  • Goal of lead nurturing: To build relationships with your leads in order to move them down the funnel, so they are more qualified when they get passed to sales\nCampaign goals can be:\n  Build relationship with top or middle of the buying cycle \n  Move top of the funnel lead to middle of the buying cycle \n  Move middle of the funnel lead to bottom of the buying cycle \n  Re-engaged unqualified bottom of the buying cycle leads \n
  • RESULTS!!!\n
  • but REMEMBER, it all starts with thinking like a digital media company\n
  • \n
  • grow your MVA\n
  • buy\n\nwith a little luck...\n\n\n
  • \n
  • \n
  • \n

Content Marketing: How to Build a Business With Content Content Marketing: How to Build a Business With Content Presentation Transcript

  • CONTENT MARKETING CONTENTHOW TO BUILD A BUSINESS WITH CONTENT BY @MITCHFANNING
  • CONTENT = OPPORTUNITY
  • 2
  • CONTENT
  • 2011
  • “WE WANT TO DOUBLE THE SIZE OFTHE BUSINESS IN 10 YEARS SO WENEED TO DISRUPT EVERYTHING.”JONATHAN MILDENHALL,VP OF GLOBAL ADVERTISING + CREATIVE STRATEGY
  • CONTENT MARKETING IS NOT NEW
  • EDUCATE FARMERS
  • 1.5 MILLION CIRCULATION
  • ADVERTISER
  • 2.0
  • 21st CENTURY SOAP OPERA
  • “WHEN YOU BUILD AN AUDIENCE, YOU DON’THAVE TO BUY PEOPLE’S ATTENTION - THEY JUSTGIVE IT TO YOU.”REWORKJASON FRIEDDAVID HEINEMEIER HANSSON
  • “OUR BETA WAITING LIST WENT FROM 5,000PEOPLE TO 75,000 LITERALLY OVERNIGHT. ITTOTALLY BLEW US AWAY.”DREW HOUSTON,FOUNDER OF DROPBOX
  • AFTER ONE YEAR WITH CONTENT MARKETING
  • “IF YOU’RE NOT SPENDING MONEY ON CONTENTDEVELOPMENT YOUR WEBSITE IS AN EMPTY FISH HOOKIN THE MIDDLE OF AN OCEAN WITH NO BAIT, YOU’REJUST NOT GOING TO CATCH ANYTHING.”MARK A. JONES,PRESIDENT, AMERIFIRST
  • 1 AGILE CONTENT MARKETING (THE METHODOLOGY)2 BUILDING YOUR PLATFORM (CONTENT DEVELOPMENT + DISTRIBUTION)3 CONTENT THAT CONVERTS (OFFERS + CONVERSION PATHS)
  • 1AGILE CONTENT MARKETING (THE METHODOLOGY)
  • MINIMUM VIABLE AUDIENCE
  • ITERATE
  • “GETTING INTO AN AGILE CONTENT MARKETINGMINDSET IS THE FIRST STEP. WITHOUT THISFRAMEWORK IN PLACE, YOUR EFFORTS CANQUICKLY SLIP FROM ITERATIVE TO IDIOTIC.”BRIAN CLARK,FOUNDER OF COPYBLOGGER MEDIA
  • 2BUILDING YOUR PLATFORM (CONTENT DEVELOPMENT + DISTRIBUTION)
  • BE AUTHENTIC
  • DEVELOPING CONTENT
  • 1 NEED?2 INSPIRED?3 EXCELLENT?
  • personal 20% opinion (your voice) strategies80% case studies + how to’s
  • 3CONTENT THAT CONVERTS (OFFERS + CONVERSION PATHS)
  • IS YOUR CONTENT ADVANCING THE BUYER’S JOURNEY? (THROUGH THE FUNNEL)
  • 21 3
  • AFTER ONE YEAR WITH CONTENT MARKETING
  • 1BLOG
  • 2FREE GUIDES
  • 3LEAD NURTURING (EMAIL MARKETING)
  • DOWN THE FUNNEL
  • 1316%INCREASE IN LEADS
  • AGILE CONTENT MARKETING
  • NEXT SOAP OPERA?
  • THANKS.@MITCHFANNING