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Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
Blogs & Content Marketing
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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 …

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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  • 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 – for them
    Builds loyalty
    Creates top-of-mind recall
    Establishes dominance
    Creates trust
    B2C vsB2B (hint: B2B needs content marketing!)
    People buy from People!
  • 6. Channels – where do these belong?
    MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to Online Marketing
    6
    YouTube
    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

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