An umbrella term for all content that you create for your audience. Examples include: Blogs Landing Pages Newsletters Whitepapers EBooks Podcasts Videos Webcasts/Webinars Social Media
Attract and retain customers and turn them into brand ambassadors Build your site into a trusted authority in your industry Keep your visitors coming back and staying longer Increase conversion rates Lead generation
1. Believability2. Listen first“ The new marketing isn’t about self-promotion; it’s about giving customers what theyneed to become educated consumers. This is the age of information marketing. Educationmarketing. Content marketing.”” Joe Pulizzi3. Build trust
Constantly talking about yourself not about the customers needs and wants Making it difficult to understand what you do or offer Poor quality, design/content. Neglected/website/blog etc. Inconsistency in providing content. Doing nothing – not engaging=no growth
Know who your client is (persona) - Create a client persona WIIFM ( Speak to their needs) Content Audit – Take a good look at the content and messages you are sending out Provide valuable info. Good content shares or solves; it doesn’t hawk your wares or push sales-driven messages. It provides value by positioning you as a reliable and valuable resource.
Answer your customers’ questions Create a sense of community Allow your content to have wings Set up a listening dashboard (Google Reader, Google Alerts, twitter.com, relevant blogs) Measurement and metrics so you know what’s working
Provide many different types of content Be willing to try new things – and pull the plug on anything that’s not working. Get on a schedule and stick with it.
Take care of your customers – giveaways, featuring them in case studies If you make a mistake apologize and move on – You don’t own your brand – your customers do
Think of each post in your blog as part of a larger story Don’t think so much about what YOU want to say but more about what your audience WANTS TO HEAR. Create a community Encourage dialogue and social shares Try to create shareable content, content that multiplies Spend time on other blogs in your niche
Never spam Always get permission (double opt-in) Segment your lists and send only app material based on readers interest and previous buying behaviors
Usually used only if you are a B2B business Usually a very long report that’s downloadable Always try to solve a pain in the market, give a solution to a problem your niche is facing They require a lot of time and effort, so you can always have a lead capture for whitepapers Always provide a printab,le format, easily downloable in the form of a PDF Esp good to convince lprospects to become customers
Usually used as an introductory guide to a subject Best if prepared in an easily scannable format such as bullet points and numbered lists Make liberal use of call-out boxes on your site Ideal for lead capture