THE VALUE OF
CONTENT/ONLINE
MARKETING
Using Search Technology
To Advance Your Brand’s Position
WHAT IS IT? PRODUCING CONTENT
FOR ONLINE MARKETING INITIATIVES
– Books, white papers, research studies
– Speeches, present...
MIX IT UP.
ONLINE MARKETING AND
SOCIAL MEDIA = CONTENT MARKETING
Online Marketing: SEO, social media and content marketing...
B2B CONTENT MARKETING
USAGE BY TACTIC
THE RESISTENCE FACTORS
• Stuck in responding to proposals instead of brand building
• Time/priorities/budget
• Internal re...
WHY BUILD
CONTENT FOR ONLINE MARKETING? THE BENEFITS
THE BUYER’S PERSPECTIVE
• Further defines a brand and tightens custom...
ONLINE MARKETING FACTS
• 77% of professional services firms generate new business leads online
• Online lead generation dr...
BENEFITS OF ONLINE MARKETING
• Differentiate your firm from other companies; brand building
• Position your thought-leader...
DEVELOP STRATEGY
FOR ONLINE MARKETING
• Establish your objectives and goals
• Outline your campaign
• Determine responsibi...
STRATEGY ENGAGEMENT
IMPLEMENT YOUR PLAN
Establish Process
• Content strategy, creation and distribution coordinator
• Content calendar
• Writi...
PLAN OF ACTION

Blogs:

relevant content
frequency

Social
Accounts:

keep updated
leverage content
tools

White Papers
Bo...
PLAN OF ACTION
Tips for How to Get It Done
• Allocate resources–internal or outsource
• Establish a social media policy
• ...
PUBLIC WEBSITE
COMPANY FACEBOOK PAGE
COMPANY LINKEDIN PAGE
COMPANY WEBSITE/NEWS INTEGRATION
COMPANY LINKEDIN
COMPANY TWITTER
RESOURCES
• chiefmartec.com
• contentmarketinginstitute.com
• marketingpower.com: American Marketing Association
• socialm...
THANK YOU
studio2055.com
BLOG
studio2055.com/designwise
JOIN THE CONVERSATION
Twitter, Facebook and LinkedIn
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Studio 2055 Content Marketing - Benefits and Strategies

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Using technology to market your professional service continues to change as new ways to reach clients evolve explains Studio 2055, a brand development and design studio in Carlsbad, California. Today’s biggest challenge for finding new customers is “how to fill the sales channel.” Advances in technology provide new ways to support the sales cycle by increasing traffic to your website and creating buzz around your brand. In the past, leads and new clients were attracted by expensive advertising and public relations campaigns. Now, content marketing is paying huge dividends for firms willing to make a plan and stick with it.

What is content marketing? The concept behind content marketing is to pull customers to you as opposed to push. The purpose is to pull in customers by consistently creating relevant content with the purpose of changing or enhancing consumer behavior. The key word is consistent and proves most valuable when integrated into your overall marketing strategy. You own the media; you’re not renting it.

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Studio 2055 Content Marketing - Benefits and Strategies

  1. 1. THE VALUE OF CONTENT/ONLINE MARKETING Using Search Technology To Advance Your Brand’s Position
  2. 2. WHAT IS IT? PRODUCING CONTENT FOR ONLINE MARKETING INITIATIVES – Books, white papers, research studies – Speeches, presentations, seminars, interviews – HR manuals, policies, annual reports – eNewsletters, email marketing, CEO blogs – Customer reviews, employee testimonials – Video, podcasts, audio clips – Social media/electronic output: blogs, Twitter, LinkedIn, Flickr, Tumbler, Pinterest, Facebook – Historic records, stories, articles
  3. 3. MIX IT UP. ONLINE MARKETING AND SOCIAL MEDIA = CONTENT MARKETING Online Marketing: SEO, social media and content marketing Social Media: an avenue for building your content online
  4. 4. B2B CONTENT MARKETING USAGE BY TACTIC
  5. 5. THE RESISTENCE FACTORS • Stuck in responding to proposals instead of brand building • Time/priorities/budget • Internal resources • Education and experience • Lots of noise out there…where to go? • Generational • Weighing the risks, security • Measuring, evaluating ROI
  6. 6. WHY BUILD CONTENT FOR ONLINE MARKETING? THE BENEFITS THE BUYER’S PERSPECTIVE • Further defines a brand and tightens customer bonds • Convenience and speed • Familiar process • Remain informed; information relevant THE MARKETER’S PERSPECTIVE • Increase lead generation, brand awareness, website traffic • Fuel sales pipeline, drive more business for company • Share information with customers and dimensionalize brand • Measurable and adjustable • Largely automated • Geographic reach; share and viral potential
  7. 7. ONLINE MARKETING FACTS • 77% of professional services firms generate new business leads online • Online lead generation drives faster firm growth • 55% of firms get new hires online • 66% of firms plan to increase their online marketing budget this year
  8. 8. BENEFITS OF ONLINE MARKETING • Differentiate your firm from other companies; brand building • Position your thought-leaders; stand out from the competition • Build personality of company; gain trust. Social media is more personal, conversational • Generate website traffic, lead generation • Gain market awareness/sharing • Stay top-of-mind with clients • Inform new markets/geographic, advance new products/services • Expand reach; electronic marketing is viral • Recruiting. Employee retention • Improve SEO, search rankings (Google) • Cost-effective. Repurpose content across all media
  9. 9. DEVELOP STRATEGY FOR ONLINE MARKETING • Establish your objectives and goals • Outline your campaign • Determine responsibilities for implementation • Create schedule • Determine brand position, voice, messaging • Reporting, analyze • Adjust
  10. 10. STRATEGY ENGAGEMENT
  11. 11. IMPLEMENT YOUR PLAN Establish Process • Content strategy, creation and distribution coordinator • Content calendar • Writing, coauthors • Voice, brand messaging, key words • Extend distribution to website, blog, social, email, enews • Engagement, sharing, incentives, offerings • Brand consistency with social media accounts • Analytics • Sync with other marketing strategies • Coordination and communication with bus dev and sales • Files management, naming conventions
  12. 12. PLAN OF ACTION Blogs: relevant content frequency Social Accounts: keep updated leverage content tools White Papers Books: gold standard credibility Content Marketing Public Relations: wire service leverage content tools Interviews Speeches Podcasts Video: sustainable Inbound links Client sharing: social and website
  13. 13. PLAN OF ACTION Tips for How to Get It Done • Allocate resources–internal or outsource • Establish a social media policy • Get buy-in of strategy • Pinpoint your thought-leaders, senior/junior management • Marry face-to-face with online • Research your firm’s relevancy for your target audience • Poll existing clients. Where/what are they reading? • Set up and report Google analytics • Listen first, broadcast second • Repurpose content • Dig into history, archives, customer testimonials for great content
  14. 14. PUBLIC WEBSITE
  15. 15. COMPANY FACEBOOK PAGE
  16. 16. COMPANY LINKEDIN PAGE
  17. 17. COMPANY WEBSITE/NEWS INTEGRATION
  18. 18. COMPANY LINKEDIN
  19. 19. COMPANY TWITTER
  20. 20. RESOURCES • chiefmartec.com • contentmarketinginstitute.com • marketingpower.com: American Marketing Association • socialmediatoday.com • hootsuite.com • tweetdeck.com • blog.propertypal.com/40-inspirational-architects-websites • Managing Content Marketing by Robert Rose • The Fame Game 2.0 by Carl Friesen
  21. 21. THANK YOU studio2055.com BLOG studio2055.com/designwise JOIN THE CONVERSATION Twitter, Facebook and LinkedIn
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