The document discusses content marketing strategies for businesses. It defines content marketing and outlines types of content like blogging, videos, and eBooks that can be used. It also discusses distribution channels for content, such as websites, email, and social media. Metrics for measuring the success of content marketing efforts are described, including metrics for traffic, sharing, leads, and sales. The document provides tips for content marketing and additional resources.
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What We Will Cover Today
What is content marketing?
Getting started
Types of content
Distribution channels
Measuring your efforts
Growth tactics
Resources
Q&A
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Definition
“Content marketing is the art of understanding exactly what
your prospects and customers need to know…[and] delivering
that content to them in a relevant and compelling way that will
grow your business.”
-- The Content Marketing Institute
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Engagement vs. Lead Generation
How do I generate more leads?
How do I engage qualified buyers?
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Content Marketing Will Help You:
Drive more traffic to your business
Boost your SEO
Build links
Create multiple touch points with customers
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So You Can:
Increase engagement with target audience
Position your business as an expert
Increase sales
Build awareness of your business
Generate more leads
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Define Your Target Market
What is the average age group of your market?
What is predominant sex?
Does the cost of your product/service impact who buys?
What is your industry?
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Select Keywords
Is this keyword relevant to your business?
Will searchers find what they are looking for on your site
when they search this keyword?
Can I make this more specific to my geographic area?
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Content Format
Where can I find my audience?
What type of content are they looking for?
What channel do they use most? (Social, blog, video,
newsletter, etc.)
How do you choose?
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Ideas to get you started:
How to guides
Lists (a la Buzzfeed)
Thought-leadership
Research + stats
Drives traffic to your
website via content you
create
Focus on specific
keywords to boost
discoverability
Post on a regular basis
(at least 1x a month)
Blogging
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Attract new customers
who may not be aware of
your business
Reward existing
customers and drive
repeat sales
Average improvement on
sales: 3-4x
Ideas to get you started:
Discounts
Bonus offers
Premiums
Free information
Coupons + Deals
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Connect with your
customers in a
meaningful way
Reach new audiences
Adds value to your
business’s
product/service offerings
Ideas to get you started:
Grand openings
Product launches
Seasonal
VIP
Events
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Keep current customers
up-to-date
Reach prospective
customers and covert
them
Good cross-promotion
vehicle
Ideas to get you started:
Announcements
Monthly updates
Q&A series
Specials
Newsletters
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300+ hours of video are
uploaded to YouTube
every minute
Narrate stories, persuade
prospects, impress your
customers
Unique platform to
integrate into your
marketing plan
Ideas to get you started:
Tutorials and how to’s
Behind the scenes
Testimonials
Share your expertise
Video
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Provide your customers
with helpful material
Authoritative format
Positions your business
as a marketplace leader
Good customer service
Ideas to get you started:
Original research
Complete guide to___
Step-by-step
Strategies
E-Books + White Papers
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Ideas to get you started:
• Ipsum
• Lorem
• Ipsum
• Lorem
Reach your customers on
a unique platform
Can take it on-the-go
Positions your business
as a marketplace leader
Local consumer is
increasingly mobile
Ideas to get you started:
Top 10 lists
Product Y vs. Product Z
“TED talks”
Expert interviews
Podcasts
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Define Success
Questions to ask yourself:
How many people are
consuming your content?
What channels are they
using?
How frequently do they use
it?
How do they interact with it?
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Align with Your Tools
How many people are
consuming your content?
Unique pageviews
(web)
What channels are they
using?
Social media, blog,
website, email
How frequently do they use
it?
Overall pageviews
(web)
How do they interact with
it?
Comments, multiple
pageviews (web)
Questions Tools
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Sharing Metrics
Understand more about “shares”
Which of your content
pieces is being shared?
Who is sharing them?
How are they sharing it?
Where are they sharing it?
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Align with Your Tools
Which of your content
pieces is being shared?
Articles, videos,
emails, photos
Who is sharing them? Customers, leads, etc.
How are they sharing it?
Facebook, Twitter,
forwarding emails
Where are they sharing it?
Social, blog
comments, email
Questions Tools
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Lead Metrics
Grow and improve the quality of leads
How does content nurture leads?
How does content increase the
number of leads?
Does it improve the quality of leads?
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Align with Your Tools
How does content nurture
leads?
Blog comments,
repeat website visits
How does content increase
the number of leads?
Google Analytics
conversions, coupons
Does it improve the quality
of leads?
Email metrics,
geographic targeting
Questions Tools
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Sales Metrics
Figure out your return on investment
How does your content influence
revenue?
Does content fill your sales pipeline?
Does content increase the loyalty of
your customers?
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