www.valuablecontent.co.uk
HOW TO USE CONTENT
TO SET YOUR BUSINESS APART
(AND MAKE YOU FEEL GOOD)
A MARKETING MASTERCLASS F...
1. Why your content matters
2. 3 simple ingredients for content marketing success
3. Where to start when creating irresist...
MY SMALL BUSINESS
www.valuablecontent.co.uk
www.valuablecontent.co.uk
@valuablecontent
THE NEW BUYER MENTALITY
www.valuablecontent.co.uk
IS YOUR WEBSITE SAYING
THE RIGHT THINGS?
IS YOUR WEBSITE SAYING
THE RIGHT THINGS?
www.valuablecontent.co.uk
CREATE CONTENT THAT HELPS
“Nobody cares about you and your
products and services.
They only care about themselves, their
h...
www.valuablecontent.co.uk
BE VALUABLE, LIKE HIUT DENIM
http://hiutdenim.co.uk/
www.valuablecontent.co.uk
HIUT’S CONTENT BUILDS A FAN BASE
http://historytag.com/
www.valuablecontent.co.uk
BE VALUABLE, LIKE DESYNIT…
www.desynit.com
www.valuablecontent.co.uk
www.desynit.com
NOT SO VALUABLE IN THE PAST
www.valuablecontent.co.uk
SERIOUSLY USEFUL NOW
www.desynit.com
www.valuablecontent.co.uk
SERIOUSLY USEFUL NOW
www.desynit.com
Advice for you from Amy
@Desynit:
“Our top tip is work out ...
www.valuablecontent.co.uk
WHAT IS CONTENT MARKETING
(& WHY DOES IT MATTER?)
www.valuablecontent.co.uk
THE OFFICIAL DEFINITION
“Content marketing is a marketing technique of
creating and distributing...
www.valuablecontent.co.uk
THE (LESS) OFFICIAL DEFINITION
“Content marketing is marketing that customers
actually value.
It...
www.valuablecontent.co.uk
CONTENT IS MARKETING FUEL
Diagram by Velocity Partners
www.velocitypartners.co.uk
www.valuablecontent.co.uk
THE CONTENT MARKETING RECIPE
3 essential ingredients:
1 Be VALUABLE – right story, right attitud...
www.valuablecontent.co.uk
1 GET YOUR STORY STRAIGHT
www.valuablecontent.co.uk
THE VALUABLE MARKETING MANTRA
www.valuablecontent.co.uk
2 NOW ADD CONTENT
www.valuablecontent.co.uk
LOTS OF CONTENT, LIKE MARK
www.createfit.co.uk
www.valuablecontent.co.uk
LOTS OF CONTENT, LIKE MARK
www.createfit.co.uk
Advice from @MarkDurnford
for @RichmondExpo
“Keep...
www.valuablecontent.co.uk
… OR LIKE CANOPY & STARS
#valuablecontent
THE TROUBLE WITH CONTENT:
www.valuablecontent.co.uk
www.valuablecontent.co.uk
VALUABLE CONTENT IS…
Don’t be content with
just content. It has to
be “inherently
valuable, surp...
CONTENT FOR EVERY STEP OF THE SALE:
www.valuablecontent.co.uk
Step Content
Awareness Snappy one liners that grab attention...
www.valuablecontent.co.uk
GET YOUR MARKETING PLATFORM RIGHT
• Updateable website, with blog at its heart
• Social channels...
www.valuablecontent.co.uk
3 THEN GET MARKETING
www.valuablecontent.co.uk
SHARE THE VALUABLE STUFF
www.valuablecontent.co.uk
GET YOUR WEB CONTENT RIGHT
– from this…
www.valuablecontent.co.uk
…to this
www.valuablecontent.co.uk
A CONSISTENT COMMITMENT
www.valuablecontent.co.uk
START BY GETTING TO KNOW YOUR
CUSTOMERS BETTER
“ The better we know our audience, the better we’...
www.valuablecontent.co.uk
YOUR CUSTOMERS’ QUESTIONS =
YOUR CONTENT
YOUR IDEAL CUSTOMER WHAT QUESTIONS ARE
THEY ASKSING?
WH...
WHAT CONTENT WILL YOUR
CUSTOMERS VALUE?
www.valuablecontent.co.uk
BONUS TIPS FOR RICHMOND EXPO
www.valuablecontent.co.uk
www.valuablecontent.co.uk
• Email me for the full ‘GET TO KNOW YOUR CUSTOMERS’ exercise
sonja@valuablecontent.co.uk
• Steal ideas from Valuable Cont...
How to use content to set your small business apart
How to use content to set your small business apart
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How to use content to set your small business apart

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How to use content to set your small business apart (and make YOU feel good). Keynote talk for attendees of Richmond Expo 2014 by Sonja Jefferson of www.valuablecontent.co.uk.

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How to use content to set your small business apart

  1. 1. www.valuablecontent.co.uk HOW TO USE CONTENT TO SET YOUR BUSINESS APART (AND MAKE YOU FEEL GOOD) A MARKETING MASTERCLASS FOR RICHMOND EXPO 6 JUNE 2014 • SONJA JEFFERSON
  2. 2. 1. Why your content matters 2. 3 simple ingredients for content marketing success 3. Where to start when creating irresistible content 4. Your questions and a short exercise to take home WHAT WE’LL COVER TODAY www.valuablecontent.co.uk
  3. 3. MY SMALL BUSINESS www.valuablecontent.co.uk www.valuablecontent.co.uk @valuablecontent
  4. 4. THE NEW BUYER MENTALITY www.valuablecontent.co.uk
  5. 5. IS YOUR WEBSITE SAYING THE RIGHT THINGS?
  6. 6. IS YOUR WEBSITE SAYING THE RIGHT THINGS? www.valuablecontent.co.uk
  7. 7. CREATE CONTENT THAT HELPS “Nobody cares about you and your products and services. They only care about themselves, their hopes and their challenges.” David Meerman Scott ‘The New Rules of Marketing and PR’
  8. 8. www.valuablecontent.co.uk BE VALUABLE, LIKE HIUT DENIM http://hiutdenim.co.uk/
  9. 9. www.valuablecontent.co.uk HIUT’S CONTENT BUILDS A FAN BASE http://historytag.com/
  10. 10. www.valuablecontent.co.uk BE VALUABLE, LIKE DESYNIT… www.desynit.com
  11. 11. www.valuablecontent.co.uk www.desynit.com NOT SO VALUABLE IN THE PAST
  12. 12. www.valuablecontent.co.uk SERIOUSLY USEFUL NOW www.desynit.com
  13. 13. www.valuablecontent.co.uk SERIOUSLY USEFUL NOW www.desynit.com Advice for you from Amy @Desynit: “Our top tip is work out 'why' you do it, tell that in a great story.... and the rest will follow. Go get 'um @richmondexpo!”
  14. 14. www.valuablecontent.co.uk WHAT IS CONTENT MARKETING (& WHY DOES IT MATTER?)
  15. 15. www.valuablecontent.co.uk THE OFFICIAL DEFINITION “Content marketing is a marketing technique of creating and distributing valuable, relevant and and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” The Content Marketing Institute
  16. 16. www.valuablecontent.co.uk THE (LESS) OFFICIAL DEFINITION “Content marketing is marketing that customers actually value. It doesn’t even feel like marketing – it just feels like answers to your questions.” Sonja and Sharon
  17. 17. www.valuablecontent.co.uk CONTENT IS MARKETING FUEL Diagram by Velocity Partners www.velocitypartners.co.uk
  18. 18. www.valuablecontent.co.uk THE CONTENT MARKETING RECIPE 3 essential ingredients: 1 Be VALUABLE – right story, right attitude 2 Add CONTENT – right content, for your customers 3 Don’t forget the MARKETING – right platform, SHARE widely
  19. 19. www.valuablecontent.co.uk 1 GET YOUR STORY STRAIGHT
  20. 20. www.valuablecontent.co.uk THE VALUABLE MARKETING MANTRA
  21. 21. www.valuablecontent.co.uk 2 NOW ADD CONTENT
  22. 22. www.valuablecontent.co.uk LOTS OF CONTENT, LIKE MARK www.createfit.co.uk
  23. 23. www.valuablecontent.co.uk LOTS OF CONTENT, LIKE MARK www.createfit.co.uk Advice from @MarkDurnford for @RichmondExpo “Keep clips short, well-edited, group into a relevant playlist. Avoid subjects you’re not passionate about.”
  24. 24. www.valuablecontent.co.uk … OR LIKE CANOPY & STARS #valuablecontent
  25. 25. THE TROUBLE WITH CONTENT: www.valuablecontent.co.uk
  26. 26. www.valuablecontent.co.uk VALUABLE CONTENT IS… Don’t be content with just content. It has to be “inherently valuable, surprisingly human or unexpectedly useful.”
  27. 27. CONTENT FOR EVERY STEP OF THE SALE: www.valuablecontent.co.uk Step Content Awareness Snappy one liners that grab attention Interest Helpful stuff over a cup of tea Evaluation Evidence and endorsements – prove it! Trial Make it easy to get a sense of being your customer Adoption Friendly – the emotional connection Loyalty Keep the conversation going Steps from Watertight Marketing by Bryony Thomas www.watertightmarketing.co.uk
  28. 28. www.valuablecontent.co.uk GET YOUR MARKETING PLATFORM RIGHT • Updateable website, with blog at its heart • Social channels – the ones your customers use, the ones you enjoy • Email marketing tool (e.g. Mailchimp, Aweber) • CRM – a growing database of contacts • A firm handshake and a big smile
  29. 29. www.valuablecontent.co.uk 3 THEN GET MARKETING
  30. 30. www.valuablecontent.co.uk SHARE THE VALUABLE STUFF
  31. 31. www.valuablecontent.co.uk GET YOUR WEB CONTENT RIGHT – from this…
  32. 32. www.valuablecontent.co.uk …to this
  33. 33. www.valuablecontent.co.uk A CONSISTENT COMMITMENT
  34. 34. www.valuablecontent.co.uk START BY GETTING TO KNOW YOUR CUSTOMERS BETTER “ The better we know our audience, the better we’ll be at writing content they’re likely to read and respond to. CHRIS BUTLER, NEWFANGLED
  35. 35. www.valuablecontent.co.uk YOUR CUSTOMERS’ QUESTIONS = YOUR CONTENT YOUR IDEAL CUSTOMER WHAT QUESTIONS ARE THEY ASKSING? WHAT ANSWERS CAN YOUR COMPANY PROVIDE Describe your ideal customer, and their desires and challenges.
  36. 36. WHAT CONTENT WILL YOUR CUSTOMERS VALUE? www.valuablecontent.co.uk
  37. 37. BONUS TIPS FOR RICHMOND EXPO www.valuablecontent.co.uk
  38. 38. www.valuablecontent.co.uk
  39. 39. • Email me for the full ‘GET TO KNOW YOUR CUSTOMERS’ exercise sonja@valuablecontent.co.uk • Steal ideas from Valuable Content Award winners on our website http://www.valuablecontent.co.uk/valuable-content-award/ • Lots of resources to help you in the Valuable Content Marketing book http://www.valuablecontent.co.uk/the-valuable-content-marketing-book/ BE GENEROUS, GET CREATIVE! the very best of luck with your content OTHER RESOURCES
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