Content Marketing Strategies


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Whether it’s web copywriting, online PR, article creation, or social media strategy, having strong, relevant and original content is imperative to any marketing campaign. Learn how to create great content that not only ranks well in search engines but also gets site visitors to convert to leads and/or sales.

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Content Marketing Strategies

  1. 1. KING ME!
  3. 3. CONTENT <ul><li>WEB MARKETING & RECAP </li></ul><ul><li>CONTENT MARKETING “BIGGER PICTURE” </li></ul><ul><li>CONTENT MARKETING STRATEGIES </li></ul><ul><li>FINAL TAKEAWAYS & IDEAS </li></ul><ul><li>Q’S AND A’S </li></ul>MARKETING:
  4. 4. 1. Web Marketing & Recap
  5. 5. <ul><li>Web Marketing </li></ul><ul><li>SoMe </li></ul><ul><li>Multimedia Trendz </li></ul>
  7. 7. + CONVENTIONAL <ul><li>Safe </li></ul><ul><li>Easy </li></ul><ul><li>Quick </li></ul><ul><li>Traditional </li></ul><ul><li>Comfortable </li></ul><ul><li>Unquestioned </li></ul><ul><li>Expected </li></ul><ul><li>Fearful </li></ul><ul><li>Cliché </li></ul><ul><li>Fragmented </li></ul>
  8. 8. + UNCONVENTIONAL <ul><li>Educated </li></ul><ul><li>Creative </li></ul><ul><li>Curious </li></ul><ul><li>Mysterious </li></ul><ul><li>Fascinating </li></ul><ul><li>Informative </li></ul><ul><li>Effort </li></ul><ul><li>Energy </li></ul><ul><li>Thrilling </li></ul><ul><li>Aggressive </li></ul><ul><li>Adventurous </li></ul><ul><li>Surprising </li></ul><ul><li>Integrated </li></ul>
  9. 9. 2. Content Marketing
  10. 10. How it was… Copywriting, copywriting…. aaand more copywriting
  11. 11. How it is now.
  12. 13. Why do we care?
  13. 15. + Content Strategies We’ll Cover <ul><li>Websites: Homepages </li></ul><ul><li>Websites: Press Room </li></ul><ul><li>Websites: Other Pages </li></ul><ul><li>Articles </li></ul><ul><li>Email/E-newsletters </li></ul><ul><li>Blogs & Content Curation </li></ul>
  14. 16. <ul><li>Social Media </li></ul><ul><li>Video </li></ul><ul><li>Infographics </li></ul>+ Content Strategies We’ll Cover Continued
  15. 17. + A few don’ts before the dos…
  16. 18. <ul><li>Don’t go in without a plan </li></ul><ul><li>Don’t forget grammar still matters (even online!) </li></ul><ul><li>Don’t write in long paragraphs </li></ul><ul><li>Don’t just use a piece of content once </li></ul><ul><li>Don’t forget to use graphics </li></ul><ul><li>Don’t get overwhelmed </li></ul>
  17. 19. + Homepage Does it tell your story?
  18. 20. <ul><li>Does your homepage draw in visitors? </li></ul><ul><li>Does it clearly state what you do and what visitors can do? </li></ul><ul><li>Does it give them a reason to convert? </li></ul><ul><li>Does it balance content and graphic interest? </li></ul>
  19. 24. + Go Deeper Let’s talk newsroom
  20. 25. “ The long tail of search engine optimization is driven by consistent content on your corporate blog or website.”
  21. 28. + Other pages on your site
  22. 29. “ The competition can copy everything you have, except your brand. Communications is the differentiator.” Little details make the difference.
  23. 32. + Articles and Article Distribution
  24. 33. Customers want to be inspired.   Be the inspiration! <ul><li>Add articles to your site </li></ul><ul><li>Distribute them online to targeted publications </li></ul><ul><li>Don’t forget blogs! </li></ul><ul><li>Include images and links back to your site </li></ul>
  25. 35. + Email and E-Newsletters
  26. 36. “ There is no one right way to do content marketing. Be willing to experiment.”
  27. 37. + Email <ul><li>It’s inexpensive </li></ul><ul><li>It’s effective </li></ul><ul><li>It’s easy to measure results </li></ul><ul><li>It’s everywhere </li></ul><ul><li>Three main parts of email: </li></ul><ul><ul><ul><li>Capture </li></ul></ul></ul><ul><ul><ul><li>Message </li></ul></ul></ul><ul><ul><ul><li>Landing page </li></ul></ul></ul>
  28. 40. + Blogs “ A blog can be, and should be, a core part of communicating with and marketing to your customers.”
  29. 41. <ul><li>Customer engagement </li></ul><ul><li>New products </li></ul><ul><li>Deals/specials </li></ul><ul><li>Feedback </li></ul><ul><li>Inside story </li></ul><ul><li>Thought leadership </li></ul><ul><li>Brand awareness </li></ul>
  30. 45. + Blog Curation “ Don’t have time to blog every day? Content curation is a great way to position yourself as a thought leader”
  31. 46. <ul><li>Not unlike a museum curator </li></ul><ul><li>Gather & sort the best of the web on your topic </li></ul><ul><li>Be a contributor, too </li></ul><ul><li>Establish your business as a thought leader </li></ul><ul><li>Grow your audience and brand awareness </li></ul>
  32. 49. + Tips on becoming a successful content curator <ul><li>Know your audience and only share relevant content </li></ul><ul><li>Only share the best quality content </li></ul><ul><li>Provide context and explain why you chose the info you included </li></ul><ul><li>Combine original content with curated content - your viewpoint is key! </li></ul><ul><li>Use all types of content - blog posts, videos, slide shows, infographics, etc., to communicate </li></ul><ul><li>Always link to the original source </li></ul><ul><li>Measure your results </li></ul>
  33. 50. + Social Media “ Interruption isn’t valued, but engagement is”
  34. 51. Video/Twitter Old Spice: Smell Like a Man
  35. 53. Facebook Easy Lunch Boxes (Social Media Examiner Small Business Winner for Facebook): BAM Healthy Cuisine:
  36. 54. Twitter
  37. 55. + Video “ When in doubt, always add an image or video to your content.”
  38. 56. <ul><li>Product demos </li></ul><ul><li>How-tos </li></ul><ul><li>Testimonials </li></ul><ul><li>Answer customer questions </li></ul><ul><li>Have FUN! </li></ul><ul><li>(Extra benefit: search engines LOVE video) </li></ul>
  39. 59. + Infographics “ Content without design doesn’t look appetizing (or deliver on marketing goals).”
  40. 60. <ul><li>Tell a story visually </li></ul><ul><li>Complement the written word </li></ul><ul><li>Be on the cutting edge </li></ul><ul><li>Highly “sharable” </li></ul>
  41. 63. Keeping it all organized: Editorial Calendar Example (source: Content Marketing Institute)
  42. 64. + Collyn’s Favs and Takeaways
  43. 65. <ul><li>Story is powerful. You may have the same product as your competitors, but your unique story can create a completely different experience for users. </li></ul><ul><li>Remember the goal of your content: It’s not merely to describe. Content takes a product from pure utility to loyalty and emotion. The key to content marketing is creating content that will fascinate your customers. Avoid cookie-cutter anything. </li></ul><ul><li>Users skim content. They don’t read word-for-word. Use strong headlines, bulleted lists, images, infographics, subheads and bolded text. Keep paragraphs short and manageable. Your readers will thank you. </li></ul><ul><li>Users have information-overload. The average person receives 5,000 “impressions” of information a day. That’s a lot. Give your content a “WOW” factor so people don’t lose interest. </li></ul>
  44. 66. <ul><li>Ask your users what they want. Use surveys and/or informal channels like Twitter, Facebook, and your blog to gather information. Then tailor your content accordingly. </li></ul><ul><li>Give away information. Don’t worry about giving away some information for free. Users are likely to ask themselves, “How much more will I get from this business if I actually buy?” </li></ul><ul><li>Read your content out loud. Does it make sense or are you embarrassed? </li></ul>
  45. 67. + A Few Ideas to Get You Started “ There are no shortcuts to great content marketing; it take a lot of elbow grease.”
  46. 68. <ul><li>Host a free talk and share the video!  </li></ul><ul><li>Start an e-newsletter </li></ul><ul><li>Curate a blog for your industry </li></ul><ul><li>Create an infographic related to your field and share it </li></ul><ul><li>Beef up your press room </li></ul><ul><li>Commit to regular engagement on two social networks </li></ul><ul><li>Add images to your content </li></ul><ul><li>Pitch an industry publication on becoming a content contributor </li></ul>
  47. 69. So, what are the 10 things you can do right away?
  48. 70. “ Everyone has a story. Especially YOU. Now tell it.”
  49. 71. THANK YOU Any Questions? Collyn Floyd •