David Duncan - OTE Bristol - 7 Content Marketing Tips


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Topic: 7 Content Marketing Tips to Transform Your Digital Marketing Efforts

Key takeaways:
- Matching your content to your marketing plan
- Develop your brand with the right content
- Understand what your prospects are searching for
- Matching your content to the sales funnel
- Moving from product promotion to consumer education

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  • Here is a quick intro about the author David DuncanProfessional Background12 years of experience in the Digital industryInternational SpeakerAuthor of various white papers and publicationsCertified by GoogleMember OfSearch Engine Marketing Professionals OrganisationWeb Analytics AssociationUsability Professionals AssociationDavid’s actively helps organisations worldwide to be successful online by implementing the most effective digital marketing and social media strategies, building their online digital assets, increasing their online visibility and brand efficacy, managing their reputation online, and maximising ROI from the internet.
  • What are your goals?What is your reach?
  • Sales using blogs give you a personal connection with your prospectsSocial media supports sales do not try to sell on it
  • Support the sales funnel and marketing objectives
  • When it comes to content marketing, you need to focus on your top priorities – product sales and brand awareness. Content marketing will build your brand’s identity in a way that is personable and attractive to millions of internet users. As you continue to build trust, you will continue to build your consumer base.The main reason why traditional advertising isn’t enough is due to the fact that people find the information they need online. Consumers have moved online as their first choice to research a product, company or solution. Your content will help you attract people to your products as they relate to the solutions you offer, not the products you sell.
  • This is about your reach and the number of people you can influence
  • Most people will Google your name what will they find?The salesman will be researched to find how expert and influential they are
  • This is about your reach and the number of people you can influence
  • Most web properties are free so be active on many platforms
  • Make sure you write about what your prospects are searching for
  • You need a content plan
  • Do not spin content any more, it needs to be interesting to your prospect
  • Lets say I am a travel agent and this is one of the personas I have created what does he buy?Then why does he buy from you?
  • Only 39% have a blog on their area of expertise this should be much higher if you want to create interesting content
  • David Duncan - OTE Bristol - 7 Content Marketing Tips

    1. 1. 7 Content Marketing TipsTo transform Your Digital Marketing Effort©2013 WSI. All rights reserved.
    2. 2. • Content marketing is a marketing technique ofcreating and distributing relevant and valuablecontent to attract, acquire, and engage a clearlydefined and understood target audience – withthe objective of driving profitable customeraction.• Basically, content marketing is the art ofcommunicating with your customers andprospects without selling. You are educatingthem.
    3. 3. 7 Content Marketing Tips1. Matching your content to your marketing plan2. Using content to develop a personable, attractivebrand3. No content – No brand visibility4. Understand what information your prospectssearch for5. Matching your content to the sales funnel6. Product Promotion to Consumer Education7. Experts provide quality content & developcredibility©2013 WSI. All rights reserved.
    4. 4. 1. MATCHING YOUR CONTENTTO YOUR MARKETING PLAN©2013 WSI. All rights reserved.
    5. 5. List your Marketing GoalsLeadGenerationBrandAwarenessCustomercommunicationSell more product Grow online brand ThoughtleadershipGet newcustomersDevelop strongonline reputationRetain loyaltyIncrease reachWhat is yours?Educate on use ofproduct/serviceConnect withmarket segments©2013 WSI. All rights reserved.
    6. 6. Traditional vs. Digital• Direct mail• Sales• Advertising• TV• Radio• Brochure©2013 WSI. All rights reserved.• Email• Social Media• SEO & PPC• Video• Podcast• WebsiteOffline to OnlineOld school to New school
    7. 7. Type of Content©2013 WSI. All rights reserved.VideoPodcastsSlidesInfo-graphicsGamesWebsite contentCurated contentUser generated content• Blogs• Articles• Wikis• White Papers• E-Books• Webinars• Case Studies• Photos
    9. 9. Develop your Personal Brand• People deal with people they know, likeand trust– Society is moving more towards fulltransparency as a sign of truth and trust. Thatgoes for corporations and individuals as well©2013 WSI. All rights reserved.
    10. 10. Thought Leadership• Saying you are an expert doesn’t mean peoplebelieve you are.• You need to create content showing yourexpertise.– Blogging– Video– Slide presentations– Tweeting©2013 WSI. All rights reserved.
    11. 11. Thought Leadership• Then you need to engage with your audienceand you do this using social media platformslike:– LinkedIn– Facebook– Google Plus– Twitter– Pinterest• Use these platforms to inform/engage with youraudience©2013 WSI. All rights reserved.
    12. 12. Creating the salesman of the future©2013 WSI. All rights reserved.Builds a solid online reputation that clearlyshows they are an industry expertMasterfully use social networking &communication tools to connectAdept at creating & delivering digital contentthat provides value to customersUse social CRMs to study prospects &customers for buying signals & information
    13. 13. 3. NO CONTENT – NO BRANDVISIBILITY©2013 WSI. All rights reserved.
    14. 14. Creating Content• Plan – create a structured plan that connects• Assemble a team• Generate Ideas• Assemble the content and distribute• Develop an audience• Nurture and convert to leads• Measure and improve performance©2013 WSI. All rights reserved.
    15. 15. LinkedInFacebook• Twitter• Blogging• Social media sites (youtube,slideshare, scribd, flickr)• Listening/search tools•Aggregation & Filtering toolsSocial BusinessBasics...
    16. 16. Choosing the Tools• Identify what social concepts you are going to leverage• Match the best tools to the concepts, and makedecisions on using the free or professional versions• Create a published list of recommended tools• Provide to all employees (especially new ones)• Develop an R&D process to stay up to date on the bestoptions• Provide training!!Using the right tools for the job willdramatically improve results
    18. 18. Quality persuasive content©2013 WSI. All rights reserved.Publish relevant and educational content thatpersuades your readers that you are an expert inyour field.
    19. 19. Quality content©2013 WSI. All rights reserved.Developstrust byprovidinginformationthat reducesriskindealingwithyouAttracts traffictowebproperties&persuadesprospect tocompleteformEducates&informsastheleaddevelops&continueswithleadnurturing
    20. 20. Identifying your content requirements• Create buyer personas• Develop buyer persona profiles• Keyword research©2013 WSI. All rights reserved.
    21. 21. Name your personas©2013 WSI. All rights reserved.
    22. 22. Develop Buyer Profiles©2013 WSI. All rights reserved.What do they do online?What information do they look for?What problems are they trying to solve?What products do they buy from you?
    23. 23. Develop Buyer Profiles©2013 WSI. All rights reserved.Which products do they research?Why do they use your products?What kind of search terms do they use?What social networks can you reach themon?
    24. 24. Persona profile©2013 WSI. All rights reserved.
    25. 25. Persona profile©2013 WSI. All rights reserved.StevenEarly 40sLarge ITcompanyDriven byquarterlytargetsBusiness travel nationallySales incentive tripsAttend conferencesYou’re always availableFlexible in making lastminute changesReliable with great serviceResearch salesmotivation How to increasesales using socialmedia to develop& maintainrelationshipsSocial media &sales motivationSales incentiveideasLinkedIn Tech savvyLaptopTabletSmartphone
    26. 26. Personas improve your SEO strategy©2013 WSI. All rights reserved.HelpfindtherightkeywordsfortargetaudienceHelpcreatetherightcontentIdentifytargetforlinkbuilding(theyshare)
    27. 27. Keyword Research©2013 WSI. All rights reserved.WWW.UBERSUGGEST.ORG
    28. 28. Keyword Research©2013 WSI. All rights reserved.
    29. 29. Keyword Research©2013 WSI. All rights reserved.
    30. 30. Ask a question for each keyword phrase©2013 WSI. All rights reserved.
    31. 31. Brand building with Long Tail©2013 WSI. All rights reserved.Source: Optify
    32. 32. 5. MATCHING YOUR CONTENT TO THESALES FUNNEL©2013 WSI. All rights reserved.
    33. 33. The sales funnel©2013 WSI. All rights reserved.DecisionConsiderationAwareness
    34. 34. Match content to funnel©2013 WSI. All rights reserved.
    35. 35. 6. FROM PRODUCT PROMOTION TOCONSUMER EDUCATION©2013 WSI. All rights reserved.
    36. 36. Times are Changing©2013 WSI. All rights reserved.Marketerscontrolling themessage, medium& brandConsumers areinformed & incontrolTo
    38. 38. Share your expertise©2013 WSI. All rights reserved.WritesomethingShareonLinkedInShareonTwitterShare on Google+ShareonFacebook
    39. 39. Small Business Owners©2013 WSI. All rights reserved.Leverage LinkedIn & Facebook
    40. 40. Credible content builds trust©2013 WSI. All rights reserved.
    41. 41. Repurpose Content Example©2013 WSI. All rights reserved.“Lead Nurturing” Example from Marketo
    42. 42. ©2013 WSI. All rights reserved.• Provide advanced digital marketing solutions• Businesses of all sizes and industries• World’s largest network of Internet Consultants• Service more than 80countries internationally• Industry winning solutions• Corporate head officein Toronto, Canada• David Duncanhttp://www.linkedin.com/in/davidduncan