This presentation uses a simple metaphor to explain content marketing and how it works with creative (video, podcast, print, etc.) and channel (You Tube, Face Book, Google, trade shows, magazines, etc.).

1. Content Marketing is!
!
Growing an Orchard !
dbarton@zocmarke.ng.com

2. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 2
Effective Content Marketing is
like Growing an Orchard!
You need lots of trees.
New trees need to be planted.
Though the trees are similar - each is unique.
All trees grow from the same soil.

3. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 3
The Tree represents the Content
Marketing Process!
Fruit
Leaves
Branches
Trunk
Soil

4. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 4
The Soil is the Foundation Messages!
The roots of every tree are planted in the foundation messages.
» The 1 to 4 key messages you want consistently communicated
» The elevator speech
» Supporting facts
» Customer benefit statements
» Emotional headline

5. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 5
A Tree is an Individual Message!
Each tree is a specific message you are sharing with your
clients.
» The message can be any relevant information: a description of a product
or service, a self-help guide, a testimonial, an example of your work, etc.
» The specific message includes as many of the key messages as
appropriate
Testimonial Example
of Work
Company
History
Employee
Bio

6. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 6
Creative Options are the
Branches.!
The message can be packaged
in many ways.
» Video
» Podcast
» Magazine article
» Trade show brochure
It is the same specific message
just produced in different
formats.
founda'on
message
elements
bio
of
the
founder

7. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 7
The leaves are distribution
channels.!
Your audience sees
your messages
through the channels.
» You Tube
» Trade shows
» Twitter
» Google, etc.
Each channel has its
own strengths and
weaknesses
You
You
You
You
You
www
www www
www
www
bio
of
founder

8. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 8
The sun Represents Customers. !
They are shining down on all businesses.
The bigger your trees and the bigger your orchard
the more sun you will absorb.

9. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 9
The fruit…is your fruit. !
The more sun you get the more fruit you grow.

10. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 10
Though it is difficult to do, one infectious
story can capture a lot of sun.
One big tree can be as effective as
an orchard.!

11. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 11
Marketing builds Trust!
The messages you develop are focused on gaining the
trust of potential customers.
Sales builds Revenue!
The messages you build are focused on closing sales.
You cannot close sales without lots of trust. For this reason
send 10 to 20 marketing messages for every 1 sales
message. Of course, a customer will always find you if they
are ready to buy – even if it is a marketing message.

12. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 12
Thank You!!
!
Doug Barton!
!
dbarton@zocmarketing.com!
214 682-6707!