Blogs & content marketingtom Williamspresident & founderInnoGage, llc<br />Content creation & optimization<br />MRK 297.50...
Who is Tom?<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />2<br />An entreprene...
Forms of Digital Marketing<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />3<br ...
Content & Content marketing<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />4<br...
Why Content Marketing?<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />5<br />We...
Channels – where do these belong?<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br ...
 Outpost
 Extension</li></ul>YouTube <br />Websites<br />Email marketing<br />Blogging<br />LinkedIn<br />Facebook<br />Mobile Apps...
Content Channels<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />7<br />
Key Points<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />8<br />Content belong...
Home Base<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />9<br />Website, Blog, ...
You don’t control the outposts!<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />...
Outposts<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />11<br />Facebook, Twitt...
Extensions<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />12<br />Whitepapers, ...
Blogging<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />13<br />I love blogging...
Climbing the mountain<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />14<br />St...
Corporate Blogs<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />15<br />
InnoBlogs: Search Engine Optimizer<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br...
InnoBlogs: Search Engine Optimizer<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br...
Conversion on a blog<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />18<br />
ConversationalMarketingLabs.com<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />...
Hi-Point Journeys<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />20<br />
Hi-Point Journeys: 16 Bloggers<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />2...
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Blogs & Content Marketing

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Presentation on Content Marketing with an emphasis on Business Blogging prepared for a Digital Marketing class at Sinclair College in Dayton Ohio. MJ Leman, is the Adjunct Professor who invited Tom Williams to speak.

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Blogs & Content Marketing

  1. 1. Blogs & content marketingtom Williamspresident & founderInnoGage, llc<br />Content creation & optimization<br />MRK 297.50 Spring 2011 | Instructor: MJ Leman <br />April 25, 2011<br />
  2. 2. Who is Tom?<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />2<br />An entrepreneur<br />A marketer<br />An MBA<br />A husband<br />An ex-VP<br />A Father<br />A CPA<br />A rule breaker<br />
  3. 3. Forms of Digital Marketing<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />3<br />Websites<br />SEM: PPC<br />SEM: Organic<br />Blogging<br />Twitter<br />Facebook<br />LinkedIn<br />Video (YouTube, Vimeo)<br />Mobile Apps<br />Webinars<br />Whitepapers<br />Email marketing<br />What do all these things need to survive?<br />
  4. 4. Content & Content marketing<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />4<br />Web 1.0<br />Push your content<br />Websites & Search<br />Web 2.0<br />Create compelling content<br />Converse with people<br />Social Media & Search<br />Web 3.0…<br />
  5. 5. Why Content Marketing?<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />5<br />We’re tired of the same old crap<br />Consumers want something valuable – for them<br />Builds loyalty<br />Creates top-of-mind recall<br />Establishes dominance<br />Creates trust<br />B2C vsB2B (hint: B2B needs content marketing!)<br />People buy from People!<br />
  6. 6. Channels – where do these belong?<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />6<br /><ul><li> Home Base
  7. 7. Outpost
  8. 8. Extension</li></ul>YouTube <br />Websites<br />Email marketing<br />Blogging<br />LinkedIn<br />Facebook<br />Mobile Apps<br />Webinars<br />Twitter <br />WhitePapers<br />
  9. 9. Content Channels<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />7<br />
  10. 10. Key Points<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />8<br />Content belongs in the Home Base<br />SEO / SEM<br />Conversion<br />Supplement Home Base with Extensions<br />Use Outposts strategically<br />
  11. 11. Home Base<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />9<br />Website, Blog, Mobile App<br />You own it: no one can take it away<br />Conversions happen on the Home Base<br />You control the content, the tech and the UX<br />Don’t live in the outposts because…<br />
  12. 12. You don’t control the outposts!<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />10<br />
  13. 13. Outposts<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />11<br />Facebook, Twitter, LinkedIn, Quora, YouTube<br />Owned by other companies<br />Usually free (or Freemium)<br />Conversational, Research, Engaging<br />Needs to point back to the Home Base<br />
  14. 14. Extensions<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />12<br />Whitepapers, Webinars, Email marketing<br />Extend the power of the Home Base<br />Use them as informational leverage<br />Can repurpose content in / out<br />
  15. 15. Blogging<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />13<br />I love blogging because…<br />It’s a Home Base<br />SEO magnet<br />Plays with Twitter, Facebook, LinkedIn, YouTube, Flickr<br />Content & Media rich<br />Collaborative<br />Interactive<br />
  16. 16. Climbing the mountain<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />14<br />Strategic, Optimized for SEO, ROI<br />Keyword rich content, multi-author <br />Regular blogging, thoughtful content<br />Blog, few updates, little direction<br />No Blog, No Social media<br />
  17. 17. Corporate Blogs<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />15<br />
  18. 18. InnoBlogs: Search Engine Optimizer<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />16<br />
  19. 19. InnoBlogs: Search Engine Optimizer<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />17<br />
  20. 20. Conversion on a blog<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />18<br />
  21. 21. ConversationalMarketingLabs.com<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />19<br />
  22. 22. Hi-Point Journeys<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />20<br />
  23. 23. Hi-Point Journeys: 16 Bloggers<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />21<br />
  24. 24. Final Questions<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />22<br />How often should you post on a blog?<br />How often should you update your website?<br />Should you Tweet?<br />If so, How should you tweet?<br />Should you have a Facebook fan page?<br />Should you have videos on YouTube or Vimeo?<br />Should you put out Whitepapers?<br />Should you try to convert readers to buyers?<br />
  25. 25. Thank you!<br />MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing<br />23<br /> Tom Williams<br />W | 614.360.1872<br /> C | 773.213.8579<br /> @tom8williams<br /> twilliams@innogage.com<br />
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