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Blogs & Content Marketing

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Tom Williams
Tom Williams

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

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Blogs & Content Marketing

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