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Content Marketing: How to Successfully Convert Content into Customers


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We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?

In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.

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Content Marketing: How to Successfully Convert Content into Customers

  1. 1. From Content to Customers
  2. 2. Max SilverSocial Media Training Manager 617-329-9835 @maxesilver
  3. 3. “Content marketing isthe only marketing left” -Seth Godin
  4. 4. What is Content Marketing?Creating and delivering valuable content to your target audience
  5. 5. Why Content Marketing? • Generates 3x more leads than traditional marketing • Build trust, create value among suspects – people who want to know what you know, not what you sell (not yet) • Decrease costs, increase customers, scalable/repeatable
  6. 6. Why Content Marketing? • Position as an expert • Attract new customers • Maintain a dialogue with existing and past clients • Increase social signals
  7. 7. What is Content? Whitepapers, eBooks, Blog and Social Posts Images and Infographics Case StudiesAudio or Video Events and Content fromContent Email Newsletters Events (Webinars, Workshops)
  8. 8. Cornerstone of Marketing Brand Voice & SEO Social Media Personality Content Marketing
  9. 9. Content Directly Affects Search
  10. 10. Content Marketing Does NOT Doesn’t directly convert or sell
  11. 11. Content Marketing DoesDoes help push leads down the funnel
  12. 12. Content Marketing Strategy 1 PLAN 4 MEASURE 2 CREATE 3 PUBLISH
  13. 13. Who is Your Audience?Who are your ideal customers?
  14. 14. Who is Your Audience?Moms Millennials CIOs Think about your current customers…
  15. 15. Who is Your Audience? Content you create should address your customers’ pain points: • a need • a problem • a desire • a challengeWhat are their biggest pain points/needs?
  16. 16. Identifying Pain Points • Check out common search inquiries around your product or industry using Google Search Trends and Google Keyword Tool • Address FAQs – ask your sales people what customers are asking themDo your research – what do your customers need?
  17. 17. Where is Your Audience?Do your research, know your platforms!For instance:• City dwellers are significantly more likely than rural residents to be on Twitter• Women are five times as likely as men to use Pinterest• Baby boomers are the fastest growing segment of Facebook Where do they find information online? Source: Pew Research Center
  18. 18. Audit Current ContentCatalog any existing content and categorize by: Type Topic Date Persona Repurpose content that is outdated but still valuable Identify holes or missing content
  19. 19. Incorporate Social & Search GoalsWhat things do you need to rank for in social and search?
  20. 20. Define Major Topics• What do you know?• Fill in content gaps from your audit…• Think about achieving search and social goals What do you want to be known for?
  21. 21. Define Team/Roles • Designate an overall content coordinator • Have coordinator from each functional area • Designate members of senior management team to oversee/contribute – adds to validitySet clear roles, expectations, and standards
  22. 22. Create a Content Calendar• Color code by content type• Clearly define ownership• Create a checklist for social media promotion• Share as far in advance as possible to allow time for creation Use a shared calendar such as Google Calendar to share content plan internally
  23. 23. As You Are Creating, Ask… Is this content... Unique? Fun? Credible? Inspirational? Beneficial to Share?…Does this Inspire Sharing?
  24. 24. Portable ContentAnswers Popular Questions – “How To”
  25. 25. Portable ContentReal-TimeMarketing
  26. 26. Portable ContentReal-TimeMarketing
  27. 27. Portable Content Top 10s, Best ofs, andCountdowns
  28. 28. Tools for Content Creation• Set up Google alerts• Set up streams in Hootsuite (social listings)
  29. 29. Publish
  30. 30. Make Sharing Simple!Links to social properties on website Share buttons with content
  31. 31. Measure and AdjustWhat’s getting shared the most, by who, and when?
  32. 32. Build Trust • Be consistent • Be generous • Become the authorityFollow through with your strategy – make sure your audience can count on regular content
  33. 33. Takeaways:Content marketing is a great way to build trust, enhance social media and searchmarketing, and increase lead flow. 1. Plan Define audience and needs Audit current content Incorporate social and search goals Define major topics Define team/roles Create a calendar 2. Create Create relevant, portable content 3. Publish Publish content across platforms – make it shareable! 4. Measure Measure effectiveness and adjust
  34. 34. Questions?
  35. 35. Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating public relations, socialmedia, and search marketing tactics intodynamic communications campaigns supportedby a full-service creative team.We work with brands to build awareness, engagecustomers, and drive business using custom,integrated communications campaigns.
  36. 36. The 451 Marketing PhilosophyUnderstanding that there is a typical psychological process to how people makebuying (or conversion) decisions, 451 Marketing takes a holistic approach tomarketing.Our team of public relations professionals, social media specialists and searchmarketing experts work together to reach your target audience at every stage ofthe evaluation and purchase process.
  37. 37. From Content to Customers