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Marqui's Recipe for Compelling Content


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It takes a lot of ingredients to create great web content, but with Marqui’s recipe for success you won’t have to worry about stale content ever again.

By developing sustainable creation strategies and understanding your visitors, you can engage your customers in meaningful conversations and help build relationships with prospects.

This presentation will help you understand how you can:

* Create content your visitors want to read
* Engage your customers in a dialogue with meaningful content
* Ensure that your content is always “fresh”
* Develop a plan to maintain your ongoing content creation efforts

Published in: Technology, Design
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Marqui's Recipe for Compelling Content

  1. 1. Marqui’s Recipe for Compelling Content<br />March 18th, 2010<br />
  2. 2. 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 />
  3. 3. Common Perceptions of Content<br />Website Copy<br />Images<br />Whitepapers, Case Studies<br />Videos<br />Webinars<br />Email<br />Whitepaper<br />
  4. 4. Web Marketing Ecosystem <br />Website<br />Subscriber <br />Database<br />Sales<br />
  5. 5. 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 />
  6. 6. Ingredients for Compelling Content <br />
  7. 7. 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 />
  8. 8. 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 />
  9. 9. 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 />
  10. 10. 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
  11. 11. Mapping Content to the buying process
  12. 12. Understanding customer pain points
  13. 13. 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 />
  14. 14. Recognition<br />Measure results<br />Followers, Retweets<br />Subscribers<br />Leads<br />Sales<br />Return on investment<br />
  15. 15. 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 />
  16. 16. 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 />
  17. 17. Richard Sharp, VP Marketing<br /><br />604.484.8543<br />Amberlie Denny, Web Content Specialist<br /><br />604.630.3712<br />