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Content Marketing

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Russ Henneberry's presentation covered content marketing during his session at the 2010 MarketSTL Conference

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Content Marketing

  1. 1. Is Your Marketing Ignored, Tolerated or Desired? Presented by Russ Henneberry Why Content Marketing Is The Most Powerful Marketing Strategy You’ve Never Heard Of
  2. 2. Content Marketing Defined <ul><li>Content Marketing is: </li></ul><ul><li>creating and freely sharing valuable content with your target market on a consistent basis. </li></ul><ul><li>Goals are: </li></ul><ul><li>Create new customers </li></ul><ul><li>Create repeat customers </li></ul><ul><li>Create referrals </li></ul><ul><li>Achieve opt-in permission to market </li></ul><ul><li>Create Relationships and Evangelists in My Market </li></ul>
  3. 3. Content Comes In Four Main Forms
  4. 4. Content Is Distributed In Many Forms
  5. 5. What Is Valuable Content?
  6. 6. What Kind Of Content Do People Find Valuable?
  7. 8. Pull or Push? <ul><li>Give your market consistent value and they will demand your marketing through: </li></ul><ul><li>Email </li></ul><ul><li>RSS </li></ul><ul><li>Twitter, Facebook, LinkedIn, YouTube </li></ul><ul><li>Attending your speaking events </li></ul><ul><li>Downloading your ebooks </li></ul><ul><li>etc, etc, etc. </li></ul>
  8. 9. Quick Start Guide <ul><li>Determine what market segment you will target </li></ul><ul><li>Hit the coffee shop. Pick your markets brain. Best question: What makes their hair turn gray? </li></ul><ul><li>Get a home base for your content (usually a blog) </li></ul><ul><li>Measure your results </li></ul>
  9. 10. How To Measure Your Efforts <ul><li>Goals are: </li></ul><ul><li>Create new customers </li></ul><ul><li>Create repeat customers </li></ul><ul><li>Create referrals </li></ul><ul><li>Achieve opt-in permission to market </li></ul><ul><li>Create Relationships and Evangelists in My Market </li></ul><ul><li>Your Content Marketing strategy should be creating a group of people that: </li></ul><ul><li>Know You </li></ul><ul><li>Like You </li></ul><ul><li>Trust You </li></ul>
  10. 11. What Does Russ Mean By Home Base?
  11. 12. Russ’s Content Marketing Strategy
  12. 13. 3 Deadliest Content Marketing Mistakes
  13. 14. Russ Henneberry Contact info: [email_address] http://www.russhenneberry.com Twitter: @RussHenneberry

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