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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Blogs & Content Marketing Blogs & Content Marketing Presentation Transcript

  • 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 – for them
    Builds loyalty
    Creates top-of-mind recall
    Establishes dominance
    Creates trust
    B2C vsB2B (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
    • Home Base
    • Outpost
    • Extension
    YouTube
    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
  • 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?
  • 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