7 ways to better content marketing for SMEs

858 views
734 views

Published on

Published in: Business, Technology
2 Comments
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
858
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
7
Comments
2
Likes
0
Embeds 0
No embeds

No notes for slide

7 ways to better content marketing for SMEs

  1. 1. @renepower www.marketingassassin.co.uk One Circle Comms April 2
  2. 2. A reason to stay  I’ll ask you to do something at the end of the presentation and in return…. @renepower www.marketingassassin.co.uk One Circle Comms April 2014  I’ll send you a free copy of my Brilliant B2B Digital Marketing ebook (edited by Dave Chaffey)  240+ pages packed with advice on digital strategy, websites, SEO, inbound marketing, social media, CRM & analytics
  3. 3. And we don’t have any time! @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  4. 4. Here’s the business reality: You don’t always need to create stuff @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  5. 5. Let’s make two assumptions… @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  6. 6. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 1. People need stuff
  7. 7. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 2.People search [intelligently] for stuff they want
  8. 8. Buyer decision making process Awareness of need Assessment of alternatives Alleviation of risk Decision Achievement of result £ The buying cycle @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  9. 9. People go here We know, being here when they are looking is very important! @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  10. 10. People go here In the knowledge we know they trust this bit the most So, how do we get you here, ranking on what you’re best at? @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  11. 11. 1. Your content solves their problems 2. Demonstrates your authority 3. Builds your reputation 4. Creates trust in you 5. Leads to transaction with you Why ‘content marketing’ helps @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  12. 12. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 7 ways to make content work for your business
  13. 13. @renepower www.marketingassassin.co.uk cruise.co.uk Dec 2013
  14. 14. • Who they are • Where they go • What’s being asked or discussed • What’s missing • Who’s helping • Who needs help Know your audience @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  15. 15. Some tips on marketing without content @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  16. 16. 1. Become a commentator
  17. 17. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 You have a voice, right?
  18. 18. Use it Easier to comment than create your own Blog and article commentating leaves a digital footprint Can often add your URL without having to mention you have an ulterior motive @renepower www.marketingassassin.co.uk One Circle Comms April 2014 Social Media Examiner
  19. 19. Where can you comment? Trade media General news Blogs Trade associations Event sites Linkedin groups Social media sites @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  20. 20. Comment action for tomorrow  Shortlist three topics you want to pass comment on  Shortlist three places which offer the best opportunities to comment  Track them  Via Twitter  Via RSS (Feedly or in Outlook)  Via email subscription @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  21. 21. Comment action for next week Go comment Keep it business! Keep it positive! Add value to whatever you’re commenting on @renepower www.marketingassassin.co.uk One Circle Comms April 2014 http://socialmediab2b.com/2014/04/b2b-linkedin-personal- brand/comment-page-1/#comment-55633
  22. 22. 2. Linkedin
  23. 23. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 You have a Linkedin profile, right?
  24. 24. You have a Linkedin profile, right? @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  25. 25. Get it working 100% for you Populate your profile to the max Make sure all employees profiles are up to scratch Make sure your business profile is up to scratch @renepower www.marketingassassin.co.uk One Circle Comms April 2014 My Linkedin profile incl. slides and video embeds
  26. 26. Linkedin action for tomorrow Aim to use Linkedin status updates at least 1-2 times a day 08.30 / 15.30 what you’re doing 13.00 / 17.30 industry updates Join relevant groups Customers not peers @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  27. 27. Linkedin action for next week Comment in your groups Update your key contacts with what you’re doing and what you need from them @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  28. 28. 3. Twitter
  29. 29. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 You have a Twitter account, right?
  30. 30. Decide why you are using Twitter Drive traffic Network Contacts Expert Blog (content) fodder Research Live content / news Encourage cross platform viral Fact checking Resource @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  31. 31. Twitter action for tomorrow Follow key influencers in your sector Customers Suppliers Media Bloggers Celebrities Industry associations @renepower www.marketingassassin.co.uk One Circle Comms April 2014 Saved search in Hootsuite
  32. 32. Twitter action for next week RT their material Comment on their material @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  33. 33. Some tips on marketing with content @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  34. 34. 4. Slideshare
  35. 35. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 You all have a slides, right?
  36. 36. Slideshare delivers as a watering hole Bespoke slide hosting hub Massive global user base 75m + slides 25m+ users Part of Linkedin Fully embedded into profiles Optimised for search Page 1 on Google @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  37. 37. Slideshare action for tomorrow Seek inspiration and identify gaps Follow a bunch of people on Slideshare By topic Hit the ‘explore’ button @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  38. 38. Slideshare action for next week Upload ONE presentation Tweak so it works without a speaker  Tell people about it Comment, Linkedin, Twitter Create a plan to add one new document a month and promote Like other Slideshare’s related to your content @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  39. 39. 5. Post a blog
  40. 40. Blogging 101  Be a real person  Use attention grabbing headlines  Mix up ‘topical’ with ‘evergreen’  Keep it short <500 words  Use accepted keywords  Format for skim reading  Write, park, edit, post  Consider your images  Use tags  End with a call to action @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  41. 41. Some blog post ideas ‘Topical’ posts drawn from news via RSS / Google Alerts / email subscription ‘Evergreen’ posts that get to the heart of issues in your sector Solve a problem / advice Provide checklists Provide a resource list – great for link building ‘Round ups’ – this week/month in sector ‘On this day / in history – sector milestones Great offers Run a survey via Survey Monkey and publish the findings in a future post @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  42. 42. Blogging action for tomorrow Write one 500 word post about the three biggest things that affect your clients  Tell people about it Comment, Linkedin, Twitter @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  43. 43. Blogging action for next week Create a plan to add one new blog post every two weeks Based on known customer problems or the questions you get asked the most @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  44. 44. 6. Shoot a video
  45. 45. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 You have a smartphone, right?
  46. 46. Video rocks because it Is highly desirable brings brands to life Puts people front and centre Is immediate Can be configured to help Highly optimisable @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  47. 47. Video action for tomorrow Write a 25 second script that explains who you and what you do & record at your desk or Shoot a video of your office or Comp some photos together over music to create a video @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  48. 48. Video action for next week Upload presentation Tell people about it Promote it @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  49. 49. 7. Email
  50. 50. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 You have an email address, right?
  51. 51. Email opt-in is still valued Buyers get 60% towards decision before making contact with companies But better, more relevant and targeted content is needed to breakthrough Personalised subject titles increase open rate by 22% (Responsys) @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  52. 52. Email action for tomorrow Use your data! Clean your database Consider sending an ‘opt-out’ email to help cleanse your data or Pick a cluster and make them an offer @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  53. 53. Email action for next week Create a monthly digest of blog content as a newsletter Consider one off – industry updates or promotional offers @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  54. 54. Chris Brogan’s approach Blog – engagement (20k) Video – engagement (3,474) Twitter – outreach (275k) Sunday email – Chris’s gold dust (undisclosed) Content priorities @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  55. 55. Remember your reason for being Helpful Informative Educational Relevant Useful Engaging Trusted @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  56. 56. @renepower www.marketingassassin.co.uk One Circle Comms April 2014 What are you going to do next?
  57. 57. That’s me. Thanks. Any questions? @renepower www.marketingassassin.co.uk One Circle Comms April 2014
  58. 58. And, seeing as you got this far  Start receiving blog alerts at www.marketingassassin.co.uk @renepower www.marketingassassin.co.uk One Circle Comms April 2014  And I’ll send you a free copy of my Brilliant B2B Digital Marketing ebook (edited by Dave Chaffey)  240+ pages packed with advice on digital strategy, websites, SEO, inbound marketing, social media, CRM & analytics

×