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Content: Secret Sauce of the Marketing Boss
 

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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    Content: Secret Sauce of the Marketing Boss Content: Secret Sauce of the Marketing Boss Presentation Transcript

    • Content:Secret Sauceof theMarketingBossWednesday, June 13, 2012
    • AGENDAContent: Secret Sauce of the Marketing Boss
    • 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
    • YOUR MARKETINGCHALLENGESContent: Secret Sauce of the Marketing Boss
    • What brought you here today?
    • MARKETING:THEN AND NOWContent: Secret Sauce of the Marketing Boss
    • Marketing … Then Interruption-basedFocused on features and benefits High-pressure
    • Marketing … NowInterruption-based?
    • Marketing … NowFeatures and benefits?
    • Marketing … NowHigh-pressure?
    • WHO IS TODAY’SCONSUMER?Content: Secret Sauce of the Marketing Boss
    • Who is Today’s Consumer? Informed SkepticalGoes out of his way to avoid marketing messages Trust first, business later
    • 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
    • BRIDGING THE GAP WITHQUALITY CONTENTContent: Secret Sauce of the Marketing Boss
    • 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)
    • What Is Content Marketing? ―Basically, content marketing is the art ofcommunicating with yourcustomers and prospects without selling.‖ - Content Marketing Institute
    • 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
    • Traditional vs. Content MarketingTraditional Content Billboards Marketing Print Ads How-To Videos Direct Mail Webinars Online Ads White PapersPromotional Blogs Emails E-Newsletters
    • Traditional vs. Content MarketingTraditional Content ―Buy my Marketing stuff‖ ―I‘m here to help‖
    • Traditional vs.Content Marketing Traditional Content Marketing
    • BREAKContent: Secret Sauce of the Marketing Boss
    • CONTENT MARKETINGCASE STUDIESContent: Secret Sauce of the Marketing Boss
    • CASE STUDY: US ARMYContent: Secret Sauce of the Marketing Boss
    • US Army
    • US Armyarmystrongstories.com Over 170 bloggers Over 10,000 visits per month
    • CASE STUDY: BLENDTECContent: Secret Sauce of the Marketing Boss
    • BlendTec 700% increase in sales revenue Over 419,000 YouTube subscribersOver 194 million video views
    • CASE STUDY: HUBSPOTContent: Secret Sauce of the Marketing Boss
    • HubSpot
    • HubSpot
    • HubSpot Blog is their third-biggest source of leads Webinars attract between5,000 and 12,000 attendees YouTube videos generate 20,000+ views
    • GETTING STARTED INCONTENT MARKETINGContent: Secret Sauce of the Marketing Boss
    • Step 1: Know Your Customer Their needs Their challenges Their frustrations Their knowledge gaps
    • Step 2: Know Your Content Sources Your teamYour frequently asked questions Your experience Your customers
    • Step 3: Choose Your Media Text
    • Step 3: Choose Your Media Video
    • Step 3: Choose Your Media Audio
    • Step 3: Choose Your Media Interactive
    • Step 4: Choose Your Delivery Methods Website or Microsite
    • Step 4: Choose Your Delivery Methods Blog
    • Step 4: Choose Your Delivery Methods Social Media
    • Step 4: Choose Your Delivery Methods Email
    • Step 5: Make a Plan Who What When Where How
    • Step 6: Execute,Measure, ReviseFollow your plan Measure resultsRevise as neededRinse … repeat!
    • If you like what you heard today …rachel@resonancesocialmedia.com 713-595-6639
    • THANK YOU!Content: Secret Sauce of the Marketing Boss