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Marqui’s Recipe for Compelling Content<br />March 18th, 2010<br />

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Webinar Controls<br />Click the button with the arrows to minimize your GoToWebinar controls<br /><ul><li>Type your questions for us into the box at the bottom and press Send</li></li></ul><li>What is the Value of Content? <br />Helps establish you as authority in your market<br />Helps increase your organic search ranking<br />Helps your long tail SEO strategy<br />Can help turns traffic into leads <br />Creates dialogue with prospects <br />

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Common Perceptions of Content<br />Website Copy<br />Images<br />Whitepapers, Case Studies<br />Videos<br />Webinars<br />Email<br />Whitepaper<br />

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Web Marketing Ecosystem <br />Website<br />Subscriber <br />Database<br />Sales<br />

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Content Creation Challenges <br />Not enough time or commitment <br />Content doesn’t have a consistent tone or message<br />Expertise doesn’t come across<br />Content isn’t properly distributed across ideal channels<br />Content isn’t relevant to target audience<br />

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Ingredients for Compelling Content <br />

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Frequency<br />Keeping content updated often<br />Creating a maintenance schedule<br />Understanding what content is needed and when<br />Establishing a content workflow<br />

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Consistency<br />Maintaining a uniform tone across all content<br />Recognizing brand message and articulating it <br />Understanding keywords <br />Keeping your content focused on your customers<br />Remember the WeWe test!<br />

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Expertise <br />Establishing a qualified/dedicated content development team<br />Ensuring your subject matter experts are creating the right content<br />Demonstrating expertise helps build trust<br />

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Relevance <br />“Companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity”<br />The Cluetrain Manifesto <br /><ul><li> Using Personas

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Mapping Content to the buying process

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Understanding customer pain points

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Keep content specific</li></li></ul><li>Consumption <br />MOBILE APPS<br />WIKI<br />TWITTER<br />ATOM<br />EMAIL<br />YOUTUBE<br />PODCASTS<br />PPC<br />PRINT<br />RSS<br />STUMBLE UPON<br />MICRO-SITES<br />ICE ROCKET<br />DELICIOUS<br />BUZZ<br />FACEBOOK<br />TECHNORATI<br />FRIENDSTER<br />LINKEDIN<br />WEBSITE<br />SEARCH ENGINES<br />WEBINAR<br />DRIP EMAIL CAMPAIGNS<br />WIDGETS & GADGETS<br />NING<br />BLOGS<br />FLICKR<br />MYSPACE<br />PRESS RELEASE<br />BLOG DIRECTORIES<br />SLIDESHARE<br />BANNER ADS<br />DIGG<br />

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Recognition<br />Measure results<br />Followers, Retweets<br />Subscribers<br />Leads<br />Sales<br />Return on investment<br />

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Summary<br />Creating compelling content is hard work but the payoff is huge!<br />Master the key ingredients of frequency, consistency, expertise and make sure you audience can consume it when they are hungry<br />Measure your success and enjoy the recognition<br />Technology can be your friend. Put your effort into the parts that can’t be automated<br />

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How Marqui Can Help <br />Attract<br />Web Content<br />Management<br />Engage<br />Capture<br />Nurture<br />Lead score<br />Campaign<br />Management<br />Sales-cycle<br />Sales-cycle<br />CRM / SFA<br />Revenue<br />Revenue<br />

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Richard Sharp, VP Marketing<br />richard.sharp@marqui.com<br />604.484.8543<br />Amberlie Denny, Web Content Specialist<br />amberlie.denny@marqui.com<br />604.630.3712<br />