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Content Marketing –
And How It Can Help Grow
Your Business
Mark Colgan
Feel free to follow me @markpcolgan
Intro
• 5 years experience of Digital Marketing
• 9 to 5 - B2B SaaS/Technology companies
• Digital Marketing Consultancy –...
Let’s Begin
@markpcolgan
1
Purpose
Why Is Content Marketing Important?
2 How You Can Create Content?
3 What Do You Do Afte...
What is Content Marketing
Content Marketing is about creating content at all stages of the sales
funnel with the goal of a...
Why?
@markpcolgan
The current landscape
@markpcolgan
Digital Campaigns
CONTENT
PR
Website/Blog
Social Media
Customer Success
Lead Nurturing
...
Why is it so important?
@markpcolgan
SEO Table
Search Ranking Factors
Infographic
Additional Resources
1. The best way to ...
The Basics
People Buy From Those They:
• Like
• Trust
• Know
Build an emotional connection between the audience and the co...
How?
@markpcolgan
Buyer Personas
What is a buyer persona:
A buyer persona is a fictional representation of your ideal customer (can be
more ...
The Buyer’s Journey
By the time a buyer contacts a company they’ve done their
research; they’ve identified that they have ...
Content & Buyers Journey
Content is most effective when it matches the buyer’s journey
@markpcolgan
T
M
B
Awareness
Slight...
The Buyer’s Journey Example
@markpcolgan
AWARENESS
Thinking of buying a car – maybe a VW…
CONSIDERATION
What model shall I...
Content Partnerships
Core and Peripheral content
• Core – content about the challenges your
product helps overcome
• Perip...
Coming up with ideas
• Speak to your business and ask them what the
hot topics in your industry are
• Listen on social cha...
The Content Pyramid*
Primary / Secondary Research & Thought Leadership: Books,
eBooks & Whitepapers
Long-form Blog Posts &...
What do you do now?
@markpcolgan
Share with your audience
• Via Social Media, and share again
• Via email
• Via events / webinars
• Via journalists / blogg...
PR / Influencer Outreach
Reaching out to Journalists and Bloggers help
spread the message about your product /
service.
1....
Paid Advertising
Combining earned, owned, and paid media will help you attract, nurture,
and close more leads,
1. Social M...
Content Distribution
Spend 90% of the time creating the content, but
often spend 10% of time promoting it
• Reschedule the...
Automation is your friend
Buzz-word – but not as complicated as it sounds
Focus on internal and external processes that
ar...
Bringing it all together
@markpcolgan
Create
Content
Social
Media
Multiple
Blog Posts
Email /
Newsletter
Landing
Page
Auto...
Summary
@markpcolgan
1 Create Valuable Content
2 Share and amplify the content in the right places
3
Make sure you have sy...
Download the slides:
www.yellowo.co.uk/Content
Any questions?
@markpcolgan
Content Marketing And How It Can Help Grow Your Business
Content Marketing And How It Can Help Grow Your Business
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Content Marketing And How It Can Help Grow Your Business

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The presentation gives an overview of content marketing and why it is so important in today's marketplace, advice on creating content and then suggestions on what you should do after you have created great content. The presentation also highlights tools that you can use to help you with your content production and promotion.

Published in: Marketing
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Content Marketing And How It Can Help Grow Your Business

  1. 1. Content Marketing – And How It Can Help Grow Your Business Mark Colgan Feel free to follow me @markpcolgan
  2. 2. Intro • 5 years experience of Digital Marketing • 9 to 5 - B2B SaaS/Technology companies • Digital Marketing Consultancy – B2C and Startups • 4 Years in Recruitment/Sales @markpcolgan Thanks Mum!
  3. 3. Let’s Begin @markpcolgan 1 Purpose Why Is Content Marketing Important? 2 How You Can Create Content? 3 What Do You Do After You Have Created Content
  4. 4. What is Content Marketing Content Marketing is about creating content at all stages of the sales funnel with the goal of advancing people to the next stage in the funnel (Ian Cleary) @markpcolgan Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. (Content Marketing Institute)
  5. 5. Why? @markpcolgan
  6. 6. The current landscape @markpcolgan Digital Campaigns CONTENT PR Website/Blog Social Media Customer Success Lead Nurturing Lead Generation SEMSEO Email Marketing
  7. 7. Why is it so important? @markpcolgan SEO Table Search Ranking Factors Infographic Additional Resources 1. The best way to add value to your customers lives 2. Quickest way to resonate with your audience (if you properly understand them) 3. Very important for SEO as Google looks for quality content 4. Key to driving inbound traffic and leads 5. You can’t market without it
  8. 8. The Basics People Buy From Those They: • Like • Trust • Know Build an emotional connection between the audience and the content BY Providing content that is useful and interesting that increases interactions and engagement over time. @markpcolgan
  9. 9. How? @markpcolgan
  10. 10. Buyer Personas What is a buyer persona: A buyer persona is a fictional representation of your ideal customer (can be more than one). And is developed based on their demographics, behaviours and your understanding of their motivations and challenges. Only once you understand who your buyers are you can start to engage with them about the right topic, in the right place at the right time. @markpcolgan Hubspot’s Guide To Buyer Personas Additional Resources
  11. 11. The Buyer’s Journey By the time a buyer contacts a company they’ve done their research; they’ve identified that they have a problem, they’ve identified the solution and they’re ready to take action. @markpcolgan T M B AWARENESS Research, prioritise criteria CONSIDERATION Further research, comparison & justification DECISION Selection and purchase AWARENESS “I think I have a need... Yes, I do have a need” CONSIDERATION “What are my options? Who offers the best solution?” DECISION “This company offers the best solution… I’m going to go with them”
  12. 12. Content & Buyers Journey Content is most effective when it matches the buyer’s journey @markpcolgan T M B Awareness Slightly generic content, beginners guide, things to consider etc. - blog posts, website copy, social media CONSIDERATION More specific content, X vs Y, pros and cons of X etc. - case studies, whitepapers, comparative articles, webinars DECISION Content to eliminate buyers remorse, evidence based, express value etc - demos, in depth video walkthrough, case studies, referrals, tutorials
  13. 13. The Buyer’s Journey Example @markpcolgan AWARENESS Thinking of buying a car – maybe a VW… CONSIDERATION What model shall I buy? DECISION Where do I buy it from? RETENTION Are you happy with what you bought? ADDITIONAL SALES Here are our new models
  14. 14. Content Partnerships Core and Peripheral content • Core – content about the challenges your product helps overcome • Peripheral – content that is related to your customers needs, motivations and desires* Partner with other companies / individuals in your industry who share a mutual audience Reach out the them to co produce valuable content which allows you to create content quicker Leverage their marketing resources @markpcolgan Core Peripheral Both need to provide value
  15. 15. Coming up with ideas • Speak to your business and ask them what the hot topics in your industry are • Listen on social channels to see what your network is talking about • Think about your prospects challenges and help them overcome them • Interview customers and ask them (could send out a survey) • Ask prospects when they sign up for emails • Research to determine the hot topics and trends • Ask your audience to contribute – tell their story • Think about how you can make your audience’s lives better @markpcolgan Marketo’s Lean Content Marketing Backlink.io’s Skyscraper Technique Additional Resources
  16. 16. The Content Pyramid* Primary / Secondary Research & Thought Leadership: Books, eBooks & Whitepapers Long-form Blog Posts & Presentations Infographics & SlideShares Short-form Blog Posts & Contributed Content Social Media Posts & Curated Content *Curata
  17. 17. What do you do now? @markpcolgan
  18. 18. Share with your audience • Via Social Media, and share again • Via email • Via events / webinars • Via journalists / bloggers • Via your employees • Enable sharing on your content / blog @markpcolgan RivalIQ - how is your growth compared to competitors? Narrow.io – growing your Twitter followers by relevant keywords/influencers Grytics – analysing Facebook groups Take advantage of analytics (Facebook, Twitter, LinkedIn, Google) Growing Your Audience
  19. 19. PR / Influencer Outreach Reaching out to Journalists and Bloggers help spread the message about your product / service. 1. Plan and refine your pitch/angle 2. Use tools to help find Journalists 3. Reach out and build relationships with Journalists and PR companies. 4. Build your PR database 5. Nurture these relationships @markpcolgan Journorequests HARO FollowerWonk BuzzSumo Tools
  20. 20. Paid Advertising Combining earned, owned, and paid media will help you attract, nurture, and close more leads, 1. Social Media Advertising (targeted) • LinkedIn, Twitter, Pinterest, Facebook ($1 a day), Instagram 2. Retargeting • Re target those people who have already visited your site 3. Google Adwords - around relevant and popular events • Can be a cost effective way to reach your relevant audience Make sure they link to landing pages! @markpcolgan Earned Owned Paid
  21. 21. Content Distribution Spend 90% of the time creating the content, but often spend 10% of time promoting it • Reschedule the content on the same network • Reach out to influencers / Tweet to specific people • Engage with communities (Inbound.org Quora) • Ask employees to share Use a checklist to ensure you always promote your content Understand what works best – and reshare @markpcolgan ContentMarketer.io Hootsuite CoSchedule Buffer Tools
  22. 22. Automation is your friend Buzz-word – but not as complicated as it sounds Focus on internal and external processes that are repetitive and take steps to automate them • Cross promoting social media posts • Adding form submissions to Slack • Saving Twitter mentions to Google Sheets • Sharing content internally • Saving common answers to popular questions in your drafts @markpcolgan Zapier IFTTT Tools
  23. 23. Bringing it all together @markpcolgan Create Content Social Media Multiple Blog Posts Email / Newsletter Landing Page Automated Email (internal) Review Quality Sales Team Contact Add to nurturing Nurture Email 1 Nurture Email 2 Nurture Email 3 Automated Thank You Email (prospect) Journalist / Influencers Paid Social Ads Retargeting
  24. 24. Summary @markpcolgan 1 Create Valuable Content 2 Share and amplify the content in the right places 3 Make sure you have systems and processes in capture leads (or interest)
  25. 25. Download the slides: www.yellowo.co.uk/Content Any questions? @markpcolgan

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