Creating using and targeting content to engage with prospects


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Creating using and targeting content to engage with prospects

  1. 1. Creating, using and targetingcontent to engage with prospects Or, how to play the game and win
  2. 2. So, who am I, and why should you believe a word I say?
  3. 3. “Content is everything” “Content is information and experiences that may provide value for an end-user/audience inspecific contexts. Content may be delivered via any medium such as the internet, television, and - Andrew Nicholson. 01.11.2011audio CDs, as well as live events such as conferences and stage performances. The word is used to identify and quantify various formats and genres of information as manageable value- adding components of media. ” - Wikipedia. 01.11.2011
  4. 4. But there is a lesson here...“Your content is there to be mastered”
  5. 5. Well crafted Content will get people to your site But so what?
  6. 6. You need to get the RIGHT people Quantity + Relevancy = Profit
  7. 7. Event Booker Venue/Event ClientsWould typically be a lady, 25–45, who enjoys Key/Senior decision makers in terms of cateringbeing sociable and going out for nice dinners contracts for venues and eventsand shopping. Likely to be based in the city. Typically male, 40-60, likes to know what is going on in the industry and to interact with peers of a similar level in business… VIP treatment. Challenge 1 Agent Booking agents, Key Accounts Typically female, but quite a broad spectrum of individuals. Likes to be in the know and needs to trust their suppliers. Enjoys the finer things in life and likely to be based in major city
  8. 8. Financial report and case study, with lot’s ofreferences to ROI, break even points and ratios.Emotive video piece about how the purchase willdrive new business and engender customerloyalty • Make money • Engage audiences • Improve efficiencies
  9. 9. The most honest description you’ll ever hear about marketing“Find some common desire, some widespread unconscious fear or anxiety: thinkout some way to relate this wish or fear to the product you have to sell: then builda bridge of verbal or pictorial symbols over which your customer may pass fromfact to compensatory dream, and from the dream to the illusion that your product,when purchased, will make the dream come true ”Aldous Huxley – Brave New World revisited. 1958.
  10. 10. So what does this mean? • Togetherness“Kola bean flavoured soft • Youth culturedrink” is marketed as… • Peer acceptance • Popularity • Standing out from“Really quite fast two seater the crowdGerman sports car” ismarketed as… • Success • Sexually attractive to women (Maybe?)
  11. 11. Sodoesn’t ‘get’ marketing hyperbole
  12. 12. And yourdon’t ‘get’ corporate speak
  13. 13. So create content that talks about…“Banqueting” say “Dining”“Integrated serviceprovider solution” say “Help desk”“Mission-Critical, Back-EndData Centre” say “server”
  14. 14. Time to ‘get real’
  15. 15. Our challengeCreate a website than introduces the passionate, creative people behind our brand. Artisans who care about creating great food sustainably. Do not use terms like “public caterers”, “contract caterer” or “stadium caterers” etc. Except... The people searching for our services were all searching for “public caterers”, “contract caterer” or “stadium caterers” etc. Oh dear!
  16. 16. Casestudy
  17. 17. Our solution• Tags• Catagories• Use of highly specific metatitles• Canonical page titles• Tactical approach tocontent. Who do we want toacquire?Let’s get them!
  18. 18. In summary... Target your content to • the right people • in the right language • using the right mediumAnd you won’t go far wrong. Thank you