Content-Powered Business
Growth
Richard Hussey
@RichardHussey1
How Do People Find You On-Line?
This is how it used to look
What if it looked like this?
http://www.flickr.com/photos/ethanhein/
Some Big Questions
• Why content has always been important
• Why it will matter even more in future
• How content creates ...
CONTENT HAS ALWAYS MATTERED
• Can THE RIGHT
PEOPLE find your site?
• What do they find when
they get there?
• Mediocre con...
CONTENT MATTERS MORE
THAN EVER
@RichardHussey1
“WE EAT SITES WITH POOR CONTENT”
GOOGLE MEASURES
AUTHORITY
• Engagement not hits
• Duration and page
views
• Sharing
• EARNED back-links
• Social signals
•...
BUYER BEHAVIOUR
• B2B and B2C customers
research what they buy and
who they buy from on-line
• People prefer helpful
conte...
CONTENT AND VALUE
• Content creates traffic…
• AND so much more
• Become a content publisher to generate
HIGH VALUE LEADS
...
WHAT IS GOOD CONTENT?
ANYTHING THAT ACHIEVES THE RESULT YOU
WANTED…
Will Your Content be READ?
• RELEVANT
• ENGAGING
• ACCESSIBLE
• DISTINCTIVE
@RichardHussey1
A BIT ABOUT HEADLINES
• ‘When you’ve written your headline you’ve
spent 80 cents of your dollar’, David Ogilvy
• This cont...
THE CONTENT VALUE PYRAMID
Awareness raising, content
curation, understanding.
Unique viewpoint, challenges
thinking, makes...
VALUE AND AUTHORITY
ENGAGEMENT LOYALTYAUTHORITY TRUST
HIGH
VALUE
LEADS
@RichardHussey1
CONTENT PLAN
1. Fix your website content
– Write for your customers
– Structure
– Navigation
– SEO
– Calls to action
– Use...
WHAT BUSINESS DO YOU WANT
TO GROW?
@RichardHussey1
Focus your
marketing on
products and
services with a
profitable future
WHAT TO PUBLISH?
• Know the customers
you want to have
• What do they REALLY
care about?
• Motivations and
barriers to pur...
YOU ALSO NEED
• Strong and consistent messages – what
does your business believe in and stand
for?
• Clearly assigned resp...
SOME TOOLS
• Keyword tools (Adwords, Wordtracker…)
• WordPress.org
• Google Analytics
• Bitly
• Hubspot: http://marketing....
YOUR CONTENT PLAN
• 3-6 month rolling schedule
• Topics and formats (blog, video etc)
• Target Keywords
• Links to other m...
NOW DO IT!
• Improve search ranking and web traffic
• Grow your marketing network
• Build trust and reputation
• High-qual...
LET’S KEEP IN TOUCH
@RichardHussey1
RSHCopywriting
RSH CopyWriting and Richard Hussey
Subscribe to my blog: http://rshcopy...
Upcoming SlideShare
Loading in …5
×

Using content to win higher value customers

556 views

Published on

Published in: Technology, Business

Using content to win higher value customers

  1. 1. Content-Powered Business Growth Richard Hussey @RichardHussey1
  2. 2. How Do People Find You On-Line? This is how it used to look
  3. 3. What if it looked like this? http://www.flickr.com/photos/ethanhein/
  4. 4. Some Big Questions • Why content has always been important • Why it will matter even more in future • How content creates value • What does good content look like? • How to create a Content Marketing plan @RichardHussey1
  5. 5. CONTENT HAS ALWAYS MATTERED • Can THE RIGHT PEOPLE find your site? • What do they find when they get there? • Mediocre content DESCRIBES • Good content ENGAGES, PERSUADES and BUILDS RELATIONSIPS @RichardHussey1
  6. 6. CONTENT MATTERS MORE THAN EVER @RichardHussey1 “WE EAT SITES WITH POOR CONTENT”
  7. 7. GOOGLE MEASURES AUTHORITY • Engagement not hits • Duration and page views • Sharing • EARNED back-links • Social signals • Focus on the message and build credibility @RichardHussey1
  8. 8. BUYER BEHAVIOUR • B2B and B2C customers research what they buy and who they buy from on-line • People prefer helpful content to advertising • Your on-line reputation is critical • We are ALL on-line businesses @RichardHussey1
  9. 9. CONTENT AND VALUE • Content creates traffic… • AND so much more • Become a content publisher to generate HIGH VALUE LEADS • Blogging, slideshare, video, infographics… @RichardHussey1
  10. 10. WHAT IS GOOD CONTENT? ANYTHING THAT ACHIEVES THE RESULT YOU WANTED…
  11. 11. Will Your Content be READ? • RELEVANT • ENGAGING • ACCESSIBLE • DISTINCTIVE @RichardHussey1
  12. 12. A BIT ABOUT HEADLINES • ‘When you’ve written your headline you’ve spent 80 cents of your dollar’, David Ogilvy • This content is for YOU • You will DISCOVER something of value • It will be a PRODUCTIVE use of your time
  13. 13. THE CONTENT VALUE PYRAMID Awareness raising, content curation, understanding. Unique viewpoint, challenges thinking, makes people look at business issues more deeply Fundamental changes to how you think about your customers and strategy @RichardHussey1
  14. 14. VALUE AND AUTHORITY ENGAGEMENT LOYALTYAUTHORITY TRUST HIGH VALUE LEADS @RichardHussey1
  15. 15. CONTENT PLAN 1. Fix your website content – Write for your customers – Structure – Navigation – SEO – Calls to action – Use the power of emotions @RichardHussey1
  16. 16. WHAT BUSINESS DO YOU WANT TO GROW? @RichardHussey1 Focus your marketing on products and services with a profitable future
  17. 17. WHAT TO PUBLISH? • Know the customers you want to have • What do they REALLY care about? • Motivations and barriers to purchase • How do they prefer to access and consume content? • What keeps them awake? @RichardHussey1
  18. 18. YOU ALSO NEED • Strong and consistent messages – what does your business believe in and stand for? • Clearly assigned responsibilities for content creation and dissemination • Objectives and targets • TIME – be realistic • The right sort of help @RichardHussey1
  19. 19. SOME TOOLS • Keyword tools (Adwords, Wordtracker…) • WordPress.org • Google Analytics • Bitly • Hubspot: http://marketing.grader.com • Email software (eg MailChimp) @RichardHussey1
  20. 20. YOUR CONTENT PLAN • 3-6 month rolling schedule • Topics and formats (blog, video etc) • Target Keywords • Links to other marketing and business development activity • Use content across platforms: social, email etc • Review points @RichardHussey1
  21. 21. NOW DO IT! • Improve search ranking and web traffic • Grow your marketing network • Build trust and reputation • High-quality, high-value, sales- ready leads @RichardHussey1
  22. 22. LET’S KEEP IN TOUCH @RichardHussey1 RSHCopywriting RSH CopyWriting and Richard Hussey Subscribe to my blog: http://rshcopywriting.co.uk/Blog/

×