The 5 w's of Content Marketing
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If content is king, marketing is the kingdom. Join Craig Faulkner as he explains how to use the power of content marketing to connect with prospects, engage clients, and increase referrals. At the end of the broadcast, we’ll give you our exclusive whitepaper, “How to Create Content that Inspires Action.”
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The 5 w's of Content Marketing
- 1. Amazing Marketing. Simplified. The 5 W’s of Content Marketing
- 2. We believe financial advisors deserve to focus on what they love. So we combine remarkable content and elegant technology to create an inspired marketing suite. We love marketing so you don’t have to. Our Purpose
- 3. Content is Remarkable if... ● Educates Others ● Starts Conversation ● Gets Shared ● Inspires Action
- 4. Technology is Elegant if... ● Intuitive ● Automated ● Rewarding to use ● Easy
- 5. How to Create Content that Inspires Action Includes 8 simple steps plus downloadable calendar, persona template, and full of helpful checklists
- 6. The 5 W’s of Content Marketing Why - Who - What - Where - When
- 7. Why are you doing Content Marketing? Create Awareness For Your Brand
- 8. Why are you doing Content Marketing? Get the attention of new visitors
- 9. Why are you doing Content Marketing? Develop Long Term Relationships
- 10. Why are you doing Content Marketing? Foster Brand Loyalty
- 11. Content Marketing is as Much For You as For Your Clients!
- 12. Who are you trying to reach? Understand Your Audience
- 13. Who are you trying to reach? Create Personas
- 14. Personas allow you to strategically categorize your clients so you can relate to them as human beings with unique needs and goals.
- 15. Persona Template Download available in white paper
- 16. Persona Elements Quote Picture Personality Goals Frustrations Bio Motivations Preferred Brands Media Channels
- 17. Who are you trying to reach? Examine Data Sources - Your Website
- 18. Learn About Your Audience on Google Analytics
- 19. Who are you trying to reach? Examine Data Sources - Your Social Media
- 20. Learn About Your Audience from Social Analytics
- 21. What do you want them to do? Use Content to Engage Your Audience
- 22. Lifetime Financial Growth LLC
- 23. Create Calls to Action
- 25. Create Calls to Action
- 26. Where are you trying to reach them? Research where your clients spend their time
- 28. Affluent Social Usage (Affluent people are twice as likely to use LinkedIn) Affluent ($200,000-$500,000) Super Affluent ($500,000+) General Population altimereport.com/2011/05/11/affluent-internet-users-are-twice-as-likely-to-use-linkedin/
- 29. 23% 32% 40% What Makes LinkedIn Members Different? more likely to have IRA accounts more likely to have 401(k)s account more likely to invest in mutual funds LinkedIn
- 30. Compared to the average investor, the Ultra Affluent are even more likely to trust LinkedIn: 157% What Makes LinkedIn Members Different? of the Ultra Affluent* research investments and advisors online. more likely to trust articles shared on LinkedIn LinkedIn 79% 37% more likely to trust information from their LinkedIn network
- 31. How to Generate Leads on LinkedIn
- 32. When should you publish and promote content? Schedule Your Marketing at the Most Powerful Times
- 33. Prime Posting Times 1pm to 4pm 1pm to 3pm 7am to 9am 5pm to 6pm 9am to 11am 2pm to 4pm 8pm to 1am
- 34. ● 12 months ● Each month lists: ○ Notable holidays ○ Special events ● Added marketing legend 2016 Calendar Template
- 36. How do I execute my plan? Follow 8 Simple Steps
- 37. How to Create Content that Inspires Action Includes 8 simple steps plus downloadable calendar, persona template, and full of helpful checklists
- 39. Book Review
- 40. January is National Book Month. Introducing FMGSuite’s Book Reviews By Craig To view our full list of must-read books, visit our Blog.
- 41. Turn the Ship Around! by David Marquet A True Story of Turning Followers Into Leaders
- 42. “If you want people to think, give intent not instructions” - David Marquet Author - Turn The Ship Around Image source http://cmxhub.com/wp-content/uploads/2014/11/David-Marquet-at-AE-works.jpg
- 43. Start With Why by Simon Sinek How Great Leaders Inspire Everyone to Take Action
- 44. “People don’t buy what you do, they buy why you do it. Martin Luther King gave the ‘I have a dream’ speech, not the ‘I have a plan’ one.” - Simon Sinek Image source http://s2.dmcdn.net/GKX6x/1280x720-JSG.jpg
Editor's Notes
- cjf Brief introductions. We will go through a brief slide deck to give you the basic concept with some financials at the end. We are happy to answer questions as we go along, and this will take about 30 minutes.
- cjf Take for example a financial advisor. He wants to spend time working with clients, but these days he feels pressure to create a website, do email campaigns, get involved in social media, and on and on. It is consuming and confusing.
- cjf Take for example a financial advisor. He wants to spend time working with clients, but these days he feels pressure to create a website, do email campaigns, get involved in social media, and on and on. It is consuming and confusing.
- Download your FREE “2016 Marketing Calendar Guide”
- 1. WHY are you doing content marketing? With any marketing trend, it’s tempting to get on the bandwagon without figuring out how it fits into your overall marketing strategy or without setting appropriate expectations. Content marketing is about building a relationship with your customers by: Getting the attention of new visitors (brand awareness). Developing long-term relationships with existing customers (brand loyalty and advocacy). Like all relationships, you’ll need understanding, communication and patience. Businesses must understand the needs of their target audiences before communicating how they can fulfill that need. Unlike paid media or other direct sales channels, content marketing requires a patient, big-picture mindset, because the goal isn’t necessarily immediate conversion.
- 1. WHY are you doing content marketing? With any marketing trend, it’s tempting to get on the bandwagon without figuring out how it fits into your overall marketing strategy or without setting appropriate expectations. Content marketing is about building a relationship with your customers by: Getting the attention of new visitors (brand awareness). Developing long-term relationships with existing customers (brand loyalty and advocacy). Like all relationships, you’ll need understanding, communication and patience. Businesses must understand the needs of their target audiences before communicating how they can fulfill that need. Unlike paid media or other direct sales channels, content marketing requires a patient, big-picture mindset, because the goal isn’t necessarily immediate conversion.
- 1. WHY are you doing content marketing? With any marketing trend, it’s tempting to get on the bandwagon without figuring out how it fits into your overall marketing strategy or without setting appropriate expectations. Content marketing is about building a relationship with your customers by: Getting the attention of new visitors (brand awareness). Developing long-term relationships with existing customers (brand loyalty and advocacy). Like all relationships, you’ll need understanding, communication and patience. Businesses must understand the needs of their target audiences before communicating how they can fulfill that need. Unlike paid media or other direct sales channels, content marketing requires a patient, big-picture mindset, because the goal isn’t necessarily immediate conversion.
- 1. WHY are you doing content marketing? With any marketing trend, it’s tempting to get on the bandwagon without figuring out how it fits into your overall marketing strategy or without setting appropriate expectations. Content marketing is about building a relationship with your customers by: Getting the attention of new visitors (brand awareness). Developing long-term relationships with existing customers (brand loyalty and advocacy). Like all relationships, you’ll need understanding, communication and patience. Businesses must understand the needs of their target audiences before communicating how they can fulfill that need. Unlike paid media or other direct sales channels, content marketing requires a patient, big-picture mindset, because the goal isn’t necessarily immediate conversion.
- Define Your Unique Value Proposition Demonstrate Your Expertise in Your Niche Invite Your Ideal Clients into a Conversation Understand a Prospect's Journey to Becoming a Client Identify the Moments in Life When Clients Need You the Most
- 2. WHO are you trying to reach? The first rule of content creation is understanding your audience. Your campaign starts with learning as much as you can about your competitors, the overall category and the digital visitors who are customers of your brand. First, collect all the demographic and location information you can, then answer these questions using the recommended data sources. Q: What needs does your site currently fulfill for visitors? A: Examine top hit pages, top search clicks and internal search terms. Reference bounce rates and task accomplishment to see if your visitors are actually achieving these goals. Q: What needs do your social media, email campaigns and other content resources fulfill? A: Review the most popular posts and demographic information. Poll this audience, because they have already opted in and demonstrated engagement potential.
- 2. WHO are you trying to reach? The first rule of content creation is understanding your audience. Your campaign starts with learning as much as you can about your competitors, the overall category and the digital visitors who are customers of your brand. First, collect all the demographic and location information you can, then answer these questions using the recommended data sources. Q: What needs does your site currently fulfill for visitors? A: Examine top hit pages, top search clicks and internal search terms. Reference bounce rates and task accomplishment to see if your visitors are actually achieving these goals. Q: What needs do your social media, email campaigns and other content resources fulfill? A: Review the most popular posts and demographic information. Poll this audience, because they have already opted in and demonstrated engagement potential.
- Choose Content That Matches Your Expertise and Interests Share What You Are Reading and Learning Interact With the Thought Leaders in Your Field Contribute to the Larger Conversation
- We have developed a persona framework template that you can use to build your client personas!
- 2. WHO are you trying to reach? The first rule of content creation is understanding your audience. Your campaign starts with learning as much as you can about your competitors, the overall category and the digital visitors who are customers of your brand. First, collect all the demographic and location information you can, then answer these questions using the recommended data sources. Q: What needs does your site currently fulfill for visitors? A: Examine top hit pages, top search clicks and internal search terms. Reference bounce rates and task accomplishment to see if your visitors are actually achieving these goals. Q: What needs do your social media, email campaigns and other content resources fulfill? A: Review the most popular posts and demographic information. Poll this audience, because they have already opted in and demonstrated engagement potential.
- 2. WHO are you trying to reach? The first rule of content creation is understanding your audience. Your campaign starts with learning as much as you can about your competitors, the overall category and the digital visitors who are customers of your brand. First, collect all the demographic and location information you can, then answer these questions using the recommended data sources. Q: What needs does your site currently fulfill for visitors? A: Examine top hit pages, top search clicks and internal search terms. Reference bounce rates and task accomplishment to see if your visitors are actually achieving these goals. Q: What needs do your social media, email campaigns and other content resources fulfill? A: Review the most popular posts and demographic information. Poll this audience, because they have already opted in and demonstrated engagement potential.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- 2. WHO are you trying to reach? The first rule of content creation is understanding your audience. Your campaign starts with learning as much as you can about your competitors, the overall category and the digital visitors who are customers of your brand. First, collect all the demographic and location information you can, then answer these questions using the recommended data sources. Q: What needs does your site currently fulfill for visitors? A: Examine top hit pages, top search clicks and internal search terms. Reference bounce rates and task accomplishment to see if your visitors are actually achieving these goals. Q: What needs do your social media, email campaigns and other content resources fulfill? A: Review the most popular posts and demographic information. Poll this audience, because they have already opted in and demonstrated engagement potential.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- WHAT do you want them to do? Easy answer: buy your product or services! Unfortunately, it’s not always that simple. Now that you understand your potential audiences, it’s time to determine what you’re trying to achieve by reaching them. The chart on Page 26 designates examples of goals and specific calls-to-action and marketing channels to tie content to individualized business objectives.
- WHAT do you want them to do? Easy answer: buy your product or services! Unfortunately, it’s not always that simple. Now that you understand your potential audiences, it’s time to determine what you’re trying to achieve by reaching them. The chart on Page 26 designates examples of goals and specific calls-to-action and marketing channels to tie content to individualized business objectives.
- WHAT do you want them to do? Easy answer: buy your product or services! Unfortunately, it’s not always that simple. Now that you understand your potential audiences, it’s time to determine what you’re trying to achieve by reaching them. The chart on Page 26 designates examples of goals and specific calls-to-action and marketing channels to tie content to individualized business objectives.
- WHAT do you want them to do? Easy answer: buy your product or services! Unfortunately, it’s not always that simple. Now that you understand your potential audiences, it’s time to determine what you’re trying to achieve by reaching them. The chart on Page 26 designates examples of goals and specific calls-to-action and marketing channels to tie content to individualized business objectives.
- WHAT do you want them to do? Easy answer: buy your product or services! Unfortunately, it’s not always that simple. Now that you understand your potential audiences, it’s time to determine what you’re trying to achieve by reaching them. The chart on Page 26 designates examples of goals and specific calls-to-action and marketing channels to tie content to individualized business objectives.
- 5. WHEN should you publish and promote content? To maximize organic content performance, make sure you’re publishing and promoting during its peak search time. Keep in mind that search, research and longtail keyword search trends may not peak at the same time as your typical sales cycle. This can be especially challenging for major retailers and brands with a broad product catalog. Marketers can personalize data-driven content calendars specific to the target personas and topics in order to prioritize the high-potential performers.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- 5. WHEN should you publish and promote content? To maximize organic content performance, make sure you’re publishing and promoting during its peak search time. Keep in mind that search, research and longtail keyword search trends may not peak at the same time as your typical sales cycle. This can be especially challenging for major retailers and brands with a broad product catalog. Marketers can personalize data-driven content calendars specific to the target personas and topics in order to prioritize the high-potential performers.
- WHERE are you trying to reach them? During your customer research phase, you hopefully learned where your customers spend their time online. Your initial attempts to reach them should be on their turf. If your category audience wants videos, focus on your YouTube presence. Consider Tumblr vs. an on-site blog if your audience is especially visual. Promote your on-site content via the most popular—Facebook, Twitter, Pinterest, Google+ or other social networks based on their popularity with your target personas. Partner with non-competitor brands and publishers to cross-promote content. You can also use paid content promotion resources, such as OutBrain, to amplify your content across other high-profile websites, like CNN.
- We have developed this handy dandy calendar for you to use! This is a sample calendar that we have added a color coded legend. (website updates, Schedule Checklist: List events, holidays, conferences and anything else that might affect content List Your Content by Matter, Audience and Type Establish your frequency for each channel Define your cadence (tone, style) for each channel Define delivery dates for your team Plan themes for each month Determine your budget and track your ROI
- 2. WHO are you trying to reach? The first rule of content creation is understanding your audience. Your campaign starts with learning as much as you can about your competitors, the overall category and the digital visitors who are customers of your brand. First, collect all the demographic and location information you can, then answer these questions using the recommended data sources. Q: What needs does your site currently fulfill for visitors? A: Examine top hit pages, top search clicks and internal search terms. Reference bounce rates and task accomplishment to see if your visitors are actually achieving these goals. Q: What needs do your social media, email campaigns and other content resources fulfill? A: Review the most popular posts and demographic information. Poll this audience, because they have already opted in and demonstrated engagement potential.
- 5. WHEN should you publish and promote content? To maximize organic content performance, make sure you’re publishing and promoting during its peak search time. Keep in mind that search, research and longtail keyword search trends may not peak at the same time as your typical sales cycle. This can be especially challenging for major retailers and brands with a broad product catalog. Marketers can personalize data-driven content calendars specific to the target personas and topics in order to prioritize the high-potential performers.
- Download your FREE “2016 Marketing Calendar Guide”