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6 tips for content marketing

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Much noise and confusion exist about what content marketing truly is. Beyond copywriting, white papers or flashy videos, savvy content marketing is first and foremost about revenue. It is about …

Much noise and confusion exist about what content marketing truly is. Beyond copywriting, white papers or flashy videos, savvy content marketing is first and foremost about revenue. It is about selling more through effectively engaging your customers with relevant information at the right time and in the context they appreciate.

Defined by the Content Marketing Institute, content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

In practical terms, it starts with a strategy that aligns with your customers’ buying cycle while regularly publishing content to address their needs. While it may seem daunting, especially considering few have the luxury of an increased budget or additional headcount, you may be surprised regularly publishing valuable content is not as complicated as you might think.

Here are some tips to drive more value and mileage from your content marketing efforts:

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  • 1. 6 Tips for Content Marketing Success Nov 22, 2013
  • 2. What Is Content Marketing? “A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”  It’s about revenue  Aligns with your customers’ buying cycle while regularly publishing content to address their needs  How do you do it? Source: Content Marketing Institute 2
  • 3. Tip 1: Develop a Plan  Look at the types of content your customer needs in their buying lifecycle and how they prefer to consume content  Consider ways to lead customers on a content journey or search path on your site  Showcase interviews from people within your organization to demonstrate thought leadership and build trust.  Include content that informs such as eBooks, manuals, how-to guides, and a video concierge to move them closer to buying.  Consider channels your customers are most likely to be in, for example eBooks for customers with tablets 3
  • 4. Tip 2: Build a Schedule  Start out small and build over time to develop the habit  Base schedules on what is important to your company and your industry  Build out your calendar to contain more in-depth items as you add more content.  Share expertise from key people within your organization to help prospects gain faith in those responsible for delivering products and services  Include in-depth items such as ebooks, videos and manuals as your content library grows 4
  • 5. Tip 3: Focus on the Customer  Develop content that focuses on a target persona within your customer base  Write and craft content to speak directly to the needs and interests of your target persona  Interview front-line staff to establish your market’s most important areas of interest  Study a number of customers who fall into the profile of your target persona  Investigate how your target market prefers to consume information  Time when your target market segments typically look to buy 5
  • 6. Tip 4: Publish Content  Constantly answer customer questions  Turn to sales people, account management, product buyers, designers, engineers, customer service people, and marketing when looking for inspiration  Start small and build up your content repository over time  Be relevant to the issues of your different segments  Create impact with videos and client testimonials that don’t have to be time consuming to produce 6
  • 7. Tip 5: Reskin and Reuse  Build up enough content in your library of assets to increase its mileage  Create content to address different needs and prevent being encountered too often by the same person  Repurpose audio and video interviews or recorded webinars into articles, blog posts and other content items  Reskin print material, topic specific articles and email newsletters to serve targeted audiences in a meaningful way  Reuse your content as micro content on social sites like Twitter and Facebook 7
  • 8. Tip 6: Measure, Adapt and Measure Some More • Plan to adapt your strategy based on performance  Leverage technologies for greater insight – marketing automation, CRM, Web analytics, social media, search engine and ad networks all offer valuable data  Measure key indicators such as returning visitors, time spent viewing  Run low performing content by key staff to look for ways to improve  Use conversion as a metric with custom goals tied to what you want your content to achieve 8

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