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An Introduction to Content Marketing

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These slides are from a guest lecture given on January 21, 2015 to an Emerging Media Trends class at Texas Tech University.

Published in: Marketing
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An Introduction to Content Marketing

  1. 1. Content Marketing 101 An introduction in how to use content to generate awareness, interest, and action by @josephputnam
  2. 2. Never take advice from someone who hasn't done or isn't doing what you want to accomplish. -Ethan Bloch, Co-founder of Digit.co
  3. 3. My background...
  4. 4. jack.and.lucy You can always trust a cat guy...
  5. 5. I studied marketing at...
  6. 6. I currently do content marketing at... And have produced content for... Among others.
  7. 7. Content examples 146,321 views 35,000+ word guide 4,595 views
  8. 8. So what is content marketing?
  9. 9. Content marketing is the art (and science) of producing content people want to consume in exchange for their attention in order to generate awareness, interest, and desire for your product or service. My definition
  10. 10. Examples
  11. 11. @texashumor
  12. 12. Why does content marketing work?
  13. 13. Because you're producing something that people want to read, watch, consume, and share.
  14. 14. What types of content can you produce?
  15. 15. ○ Blog posts ○ Youtube videos ○ Social media content ○ SlideShare decks Types of content ○ Infographics ○ Podcasts ○ In-depth guides ○ Interviews
  16. 16. How do you know if you're successful?
  17. 17. You measure it. ○ Pageviews / traffic ○ Engagement, i.e. shares & comments ○ Email subscriber rate ○ Leads generated ○ Sales & revenue
  18. 18. How do you get better results?
  19. 19. ○ Produce on a consistent schedule ○ Study headline writing ○ Pay attention to what works elsewhere ○ Do more of content that works, less of what doesn't ○ Take time to promote your work ○ Share other people's stuff ○ Build key relationships ○ Grow your audience (Twitter, Facebook, email) Content marketing tips
  20. 20. Headline tips ○ Study magazine headlines ○ Pay attention to what works on other blogs ○ Use common headline formulas • Lists • How to's • Why... • Questions ○ Be ultra-specific ○ Don't give everything away ○ Include data
  21. 21. Content examples @johnathandane
  22. 22. Movoto went from 2,000 to 18,000,000 visits per month in two years with blog posts like this one.
  23. 23. What kind of skills should you be learning?
  24. 24. ○ Writing ○ Copywriting ○ Wordpress ○ Social media marketing ○ Conversion rate optimization ○ Photoshop (bonus) ○ HTML/CSS/Javascript (bonus) Skills to pick up
  25. 25. Tools of the trade
  26. 26. Resources Blogs to read Communities
  27. 27. Books to read
  28. 28. The best in the business @neilpatel@gregoryciotti @jimmy_daly @russhenneberry @kathrynaragon @kevanlee @seavnvwork @renee_warren
  29. 29. Any questions? @josephputnam https://clarity.fm/joeputnam

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