How cigars can help your business

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How cigars can help your business

  1. 1. HOW CIGARS CAN HELP YOUR BUSINESS Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  2. 2. TRUTH BE TOLD  Ok, so cigars themselves won’t help your business – unless you work in a similar lifestyle sector, but my knowledge of content marketing, developed from publishing Australia’s first and longest running cigar blog, Inlumino Cigar News Australia, will. Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  3. 3. WHY?  I started Inlumino Cigar News Australia in 2006, just after I had my first feature published by European cigar magazine Cigar Journal. I spotted a gap in the market and wanted to share my love of cigars on a local level. Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  4. 4. CIGARS & CONTENT MARKETING  I was the first to set up anything like it in Australia and over the years, developed the skills and knowledge to be able to now deliver to clients the buzzword of the moment: Content Marketing. Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  5. 5. MY RESULTS  Over 6 ½ years, I published:  379  posts which garnered:  84,504 page views  Over 200 comments. Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  6. 6. MY TOPICS  By blogging about:  cigars  industry personalities,  cigar events and  what was happening internationally,  I developed a following and positioned myself as an independent expert on cigars in Australia. Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  7. 7. I PUBLISHED At least one post per week or fortnight,  wrote about current issues,  Asked questions to create engagement,  Ran polls and surveys,  and asked for guests to post.  Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  8. 8. ADDING VALUE I shared a lot of other people’s content and commented on it.  I was authentic, giving negative cigar reviews when warranted.  I was critical of some aspects of the industry and government interference.  All these tactics made Inlumino Cigar News Australia relevant and engaging.  Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  9. 9. OK – SO CIGARS AREN’T YOUR THING Establish a content marketing program based around your personal ‘thing’, or  Your organisation’s products or services.  It WILL help establish yourself as an industry expert.  the cash won’t start rolling in just because of your blog, videos or podcasts, but it will help the income-producing parts of your business.  NB Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  10. 10. THE BENEFITS Great relationships  Engaged customers  Being known as a ‘Thought Leader’  Help your business stay relevant, especially as social sharing increasingly becomes the new digital currency. Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino
  11. 11. SOME TIPS  Some tips about Content Marketing are within these slides:  Authenticity  Engagement  Frequency  Sharing Samuel Spurr - Inlumino Communications – sam@inlumino.com.au - @inlumino

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