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Content: Secret Sauce of the Marketing Boss

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With customers paying less and less attention to …

With customers paying less and less attention to
traditional marketing messages, smart marketers are
harnessing the power of value-focused content to
attract and retain business. Are you?

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  • 1. Content:Secret Sauceof theMarketingBossWednesday, June 13, 2012
  • 2. AGENDAContent: Secret Sauce of the Marketing Boss
  • 3. Welcome!11:00 – 11:15 Network, get food, grab a seat11:15 – 11:30 • Introductions • Your Marketing Challenges11:30 – 12:00 • Marketing: Then and Now • Who Is Today‘s Consumer? • Bridging the Gap With Quality Content12:00 – 12:15 Break12:15 – 12:45 • Content Marketing Case Studies • How to Get Started12:45 – 1:00 • Q&A • Door Prizes! • Next Steps
  • 4. YOUR MARKETINGCHALLENGESContent: Secret Sauce of the Marketing Boss
  • 5. What brought you here today?
  • 6. MARKETING:THEN AND NOWContent: Secret Sauce of the Marketing Boss
  • 7. Marketing … Then Interruption-basedFocused on features and benefits High-pressure
  • 8. Marketing … NowInterruption-based?
  • 9. Marketing … NowFeatures and benefits?
  • 10. Marketing … NowHigh-pressure?
  • 11. WHO IS TODAY’SCONSUMER?Content: Secret Sauce of the Marketing Boss
  • 12. Who is Today’s Consumer? Informed SkepticalGoes out of his way to avoid marketing messages Trust first, business later
  • 13. Who Is Today’s Consumer?―In the new reality, customers choose which messages to listen to and which marketers to let in the door. The days of … ‗interruption marketing‘ areover. The future is in ‗invitation marketing.‘‖ - Get Content, Get Customers by Joe Pulizzi and Newt Barrett
  • 14. BRIDGING THE GAP WITHQUALITY CONTENTContent: Secret Sauce of the Marketing Boss
  • 15. What Is Content Marketing? ―Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood targetaudience—with the objective of driving profitable customer action.‖ - Content Marketing Institute (emphasis mine)
  • 16. What Is Content Marketing? ―Basically, content marketing is the art ofcommunicating with yourcustomers and prospects without selling.‖ - Content Marketing Institute
  • 17. Other Names for Content Marketing• Custom publishing• Custom media• Customer media• Customer publishing• Member media• Private media• Branded content• Corporate media• Corporate publishing• Corporate journalism• Branded media
  • 18. Traditional vs. Content MarketingTraditional Content Billboards Marketing Print Ads How-To Videos Direct Mail Webinars Online Ads White PapersPromotional Blogs Emails E-Newsletters
  • 19. Traditional vs. Content MarketingTraditional Content ―Buy my Marketing stuff‖ ―I‘m here to help‖
  • 20. Traditional vs.Content Marketing Traditional Content Marketing
  • 21. BREAKContent: Secret Sauce of the Marketing Boss
  • 22. CONTENT MARKETINGCASE STUDIESContent: Secret Sauce of the Marketing Boss
  • 23. CASE STUDY: US ARMYContent: Secret Sauce of the Marketing Boss
  • 24. US Army
  • 25. US Armyarmystrongstories.com Over 170 bloggers Over 10,000 visits per month
  • 26. CASE STUDY: BLENDTECContent: Secret Sauce of the Marketing Boss
  • 27. BlendTec 700% increase in sales revenue Over 419,000 YouTube subscribersOver 194 million video views
  • 28. CASE STUDY: HUBSPOTContent: Secret Sauce of the Marketing Boss
  • 29. HubSpot
  • 30. HubSpot
  • 31. HubSpot Blog is their third-biggest source of leads Webinars attract between5,000 and 12,000 attendees YouTube videos generate 20,000+ views
  • 32. GETTING STARTED INCONTENT MARKETINGContent: Secret Sauce of the Marketing Boss
  • 33. Step 1: Know Your Customer Their needs Their challenges Their frustrations Their knowledge gaps
  • 34. Step 2: Know Your Content Sources Your teamYour frequently asked questions Your experience Your customers
  • 35. Step 3: Choose Your Media Text
  • 36. Step 3: Choose Your Media Video
  • 37. Step 3: Choose Your Media Audio
  • 38. Step 3: Choose Your Media Interactive
  • 39. Step 4: Choose Your Delivery Methods Website or Microsite
  • 40. Step 4: Choose Your Delivery Methods Blog
  • 41. Step 4: Choose Your Delivery Methods Social Media
  • 42. Step 4: Choose Your Delivery Methods Email
  • 43. Step 5: Make a Plan Who What When Where How
  • 44. Step 6: Execute,Measure, ReviseFollow your plan Measure resultsRevise as neededRinse … repeat!
  • 45. If you like what you heard today …rachel@resonancesocialmedia.com 713-595-6639
  • 46. THANK YOU!Content: Secret Sauce of the Marketing Boss