Content Marketing: Communicating with Customers to Create Leads and Loyalty

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What is inbound marketing and why should you care?
Learn the basics of content and inbound marketing, along with the key components you need to reach your target customers.
Presentation by Mary Ellen Slayter, Managing Director of Reputation Capital Media
Originally presented at the Baton Rouge Area Chamber of Commerce, March 11, 2014.

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Content Marketing: Communicating with Customers to Create Leads and Loyalty

  1. 1. Content Marketing: Communicating With Customers to Create Leads and Loyalty Mary Ellen Slayter | March 11, 2014 Baton Rouge Area Chamber of Commerce
  2. 2. What Is Inbound Marketing?
  3. 3. Inbound Marketing Defined Define content and inbound marketing ROI of inbound vs. outbound The new marketing ecosystem
  4. 4. What Is Inbound Marketing?
  5. 5. From the Content Marketing Institute: Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. It is primarily an inbound marketing strategy. What Is Content Marketing?
  6. 6. ROI of Inbound vs. Outbound Data from the past two years shows Inbound Marketing provides: ● More efficient marketing spend – lower cost per lead ● Higher Lead-to-Conversion rates
  7. 7. ROI of Inbound vs. Outbound Data from the past two years shows Inbound Marketing provides: ● More efficient marketing spend – lower cost per lead ● Higher Lead-to-Conversion rates
  8. 8. The New Marketing Ecosystem Content marketing works best when part of a 360-degree approach to a theme. Leveraging just 1 or 2 areas cuts down on amplification Example New software product Announce on Blog Promote on Twitter, link back to blog Create Whitepaper describing industry need Product demo to prospects via Webinar
  9. 9. Why Does This Work? Customers want you to know and understand them. Share your expertise and offer solutions. Opportunity to differentiate. Target with precision. Engage to build relationships and encourage loyalty.
  10. 10. A 3 Step Sales Process DO THEY LIKE ME? DO THEY TRUST ME? DO THEY NEED ME?
  11. 11. What Are the Key Components?
  12. 12. Website Regions Bank
  13. 13. Email American Express Open Forum
  14. 14. White Paper American Express Open Forum
  15. 15. Social Media
  16. 16. Interactive Content Capital One Bank’s Financial Education Center
  17. 17. Follow/Friend/Fan/Stalk
  18. 18. At Your Own Company Start with strategic objectives and marketing goals. Know your customers. Develop your content marketing strategy and objectives. Create and distribute great content. Analyze and evaluate.
  19. 19. www.repcapitalmedia.com

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