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Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
Webinar: Intro to Content Marketing - by Top Floor Technologies
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Webinar: Intro to Content Marketing - by Top Floor Technologies

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According to a study by Google, people are engaging with more and more pieces of content before making a purchasing decision. Increasingly, this content is being developed not by publishers but by …

According to a study by Google, people are engaging with more and more pieces of content before making a purchasing decision. Increasingly, this content is being developed not by publishers but by companies that understand the importance of educating, informing, and engaging with their customers.

This webinar is targeted at executives and senior marketing professionals who want to gain a better understanding of what content marketing is, why it is effective, how it is done, and how its success should be measured.

Published in: Marketing, Technology, Business
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Transcript

  • 1. + Content Marketing A New Years Revolution January 30, 2014 Twitter: @topfloortech
  • 2. + Top Floor Technologies Branding & Positioning We help companies define and communicate what makes them unique. Web Design & Development We create attractive, user-friendly websites that generate leads. Search Marketing We drive traffic to our clients' websites by getting them top rankings in search engine results. Content Marketing We help clients create interesting, valuable content that attracts new customers and engages existing customers. Twitter: @topfloortech
  • 3. + Presenters: Cal Fidler Content Marketing Specialist Denny Yunk Director of Marketing @Cal_Fidler @dennyyunk Twitter: @topfloortech
  • 4. + Agenda  What is Content Marketing?  Why is it important?  How do you do it?  How do you measure its effectiveness? Twitter: @topfloortech
  • 5. + Housekeeping  To ask questions during the presentation, type them in the chat bar on the right side of your screen, or tweet them using the hashtag #topfloorcontent.  We will devote the final 10 minutes of the webinar to Q&A.  After  We the webinar, we will email you our slides. value your feedback! Twitter: @topfloortech
  • 6. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 7. + What Is Content Marketing? Content marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Joe Pulizzi “Epic Content Marketing” Twitter: @topfloortech
  • 8. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 9. + Why is Content Marketing important?  It is increasingly effective.  It accomplishes the key goals of each step of the marketing process: Awareness Familiarity Preference Decision Loyalty  “Through content, you connect. Content is the currency that powers connection. It speaks to us, makes us want to share it, and motivates people to buy.” – Jon Wuebben, Content is Currency  Customers demand it.   Google’s ―Zero Moment of Truth‖ study reported that in 2010, the average customer engaged with five pieces of content before making a purchase. In 2011, it had doubled to more than 10. Your competitors are doing it. Twitter: @topfloortech
  • 10. + Your competitors are doing it. Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Twitter: @topfloortech
  • 11. + Your competitors are doing it. Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Twitter: @topfloortech
  • 12. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 13. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calender Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  • 14. + 1. Determine Goals What do you hope to accomplish with your content marketing? Twitter: @topfloortech
  • 15. + 2. Understand Your Audience  Develop personas for each of your key customer types  Identify their top priorities  Identify the sources they look to for information  Develop key messages for each persona  ―Speak‖ in a voice that is appropriate to them Twitter: @topfloortech
  • 16. + 3. Select Content Topics It’s about your customers, not about you Feel Their Pain- Identify the need you want to satisfy with content.  Answer relevant questions  Solve their problems  Make their job easier Twitter: @topfloortech
  • 17. Twitter: @topfloortech
  • 18. + 3. Select Content Topics Use current events to draw attention    Search.twitter.com – find relevant and trending hashtags What is going on in your particular industry? Trending.com Twitter: @topfloortech
  • 19. + Twitter: @topfloortech
  • 20. + 3. Select Content Topics Incorporate keywords  Choose top Keywords and incorporate them into your content and topics.  Dig into your Google Analytics data to see what terms people are using to find your website Twitter: @topfloortech
  • 21. + Twitter: @topfloortech
  • 22. + 3. Select Content Topics Use numbers and FAQs in your titles    ―Top ten tricks for training your terrible terrier‖ “FAQ’s in Your Industry “ “Fifty Reasons why it is great to live in Wisconsin” Share relevant content  Share other’s content that is relevant to your theme, industry or topic.  App.Swayy.co Twitter: @topfloortech
  • 23. + 4. Create Editorial Calendar  Step 1: Plan out Topics for Content Major Events Month Industry or Major Topic (trade show, relevant holiday, company news, anniversary, etc.) Planned Campaigns (Sales or Marketing Campaigns) Suggested Campaigns January February March April May June July August September October November December Twitter: @topfloortech
  • 24. 4. Create Editorial Calendar + -  Step 2: Choose types of content Blog E-Newsletter Whitepaper or E-book Videos Events Mobile Webcasts or Podcasts Infographics Photo Visual memes Twitter: @topfloortech
  • 25. + 5. Create/Collect Content - Assign content creators for each topic. - EX: Each month one person is responsible for the blog topic - Create a workflow for content creation to publish Creator Producer Editor Publisher Manager - Re-purpose great content that has not been shared yet. - Look through your website, sales materials, testimonials, case studies or conversations with employees to find relevant content that can be shared. - Find Relevant content to share- 80% shared content - 20% created content Twitter: @topfloortech
  • 26. + 6. Publish Content •Social Media: Twitter, Facebook, Google+, LinkedIn, Pinterest, etc. Be sure to share your content on any social network you participate on and ask brand advocates to do so as well. •Blogs: Promote your content not only on your own blog, but on other industry blogs as well. •Email: Consider sending an email announcement to your subscribers describing your content. •Press releases: If your content is newsworthy, think about crafting a press or media release to promote your piece. Utilize a Content Marketing Automation Service: Hootsuite, Sprout Social, Hubspot. Twitter: @topfloortech
  • 27. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 28. + Measuring Effectiveness Source: www.marketingprofs.com Twitter: @topfloortech
  • 29. + Summary What is Content Marketing? creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Why is content marketing important? • It works! • It accomplishes the key goals of each step of the marketing process. • Customers demand it. • Your competitors are doing it. How do you do it? 1. 2. 3. 4. 5. 6. 7. 8. Determine your goals Understand your audience Select content topics Create an editorial calendar Create/collect content Publish Measure Repeat! Twitter: @topfloortech
  • 30. + Q&A Twitter: @topfloortech
  • 31. + Upcoming Workshop Content Marketing: Defining audience personas and creating an editorial calendar Date: Thursday, February 20, 2014 Time: 1:30PM to 3:30PM Location: Top Floor Technologies 2725 S. Moorland Rd. New Berlin, WI Register at www.topfloortech.com/seminars Enter discount code WEBINAR to save $50 off the registration fee. Twitter: @topfloortech

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