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Blogs & Content Marketing
 

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