Direct Marketing on a Shoestring Budget 2:
Content Marketing
July 10, 2013
A special thank you to:
Thank you for joining u...
Today’s Speakers
#TMGWebinar
Moderator
Thorin McGee
Editor in Chief
Target Marketing
Carolyn Goodman
President and Creativ...
Tips for Webinar Attendees
• Technical difficulties? Let us know by using the “Q and A” box, or
trouble-shoot by clicking ...
Please Welcome
#TMGWebinar
Carolyn Goodman
President and Creative Director
Goodman Marketing Partners, Inc.
DM on a Shoestring Budget
Part 2: Content Marketing
July 10, 2013
What is Content Marketing?
The creation and distribution of original content that has
perceived value
in order to positive...
Original Content
Content with Perceived Value
RESEARCH
• Can be complex
• Often difficult to read/interpret
WHITE PAPER
• Simplifies research findings
• States benefits...
Delivering information that
makes your buyer more intelligent.
If you deliver consistent, ongoing,
valuable information to potential buyers,
you will be rewarded with their business and...
Some Examples of Content
Whitepapers
E-Books
Slide
Share
Infographics
Case
Studies
Research
Reports
Speeches
Podcasts
Vide...
Your job is to frame the narrative.
White Paper
3rd party style
Focus is on a timely
and relevant topic
Creating a “series”
can be beneficial
Case Study
Shoul...
Typical White Paper Topics
• Introductory information about a new technology
• How-to or Best Practices
• POV on Industry ...
Designing White Papers
Typical Case Studies
• Establishes a problem, lays out the solution and
highlights the results
• Includes a quote from a n...
Designing Case Studies
Formulate a
strategic
plan
Hire a
professional
writer and
designer
Distribute
content
Thank you!
Carolyn Goodman
President/Creative Director
Goodman Marketing Partners
P: 415.507.9060 x222
E: carolyn@goodmanm...
Please Welcome
#TMGWebinar
Cyndie Shaffstall
Founder and CEM
Spider Trainers
Promoting Content
Ideas for amplifying your
inbound-content success
using multi-touch marketing.
60% of companies will execute an
inbound marketing strategy in 2013.
— Inbound Marketing Blog
 Professional design
 Social sharing buttons
 Lots of graphics
Example: Spider Trainers
The technicalities
REPURPOSING
Extend your reach by creating multiple formats
Start with repurposing so that you can
promote the various formats in the
appropriate marketing efforts.
Repurposing
Be on the lookout for opportunities.
 Post to SlideShare
 Tag with keywords
 Monitor statistics
Example: SlideShare
Summarize in a slide deck
 Use content as
webcast basis
 Reference in other
webcasts (like this
one)
Example: Target
Marketing Magazine
Hold a web...
 Animate and narrate
slide deck
 Record testimonials
about the document
 Post to website
 Post to YouTube
 Tag approp...
 Repurpose video
narration as podcast
 Post to your site’s
resource center
 Publish to iTunes
 Monitor listening
stati...
 Highlight key points
in an infographic
 Great for social
sharing
 Post to Pinterest
 Post to SlideShare
 Post to you...
34% of all leads generated in 2013
come from inbound-marketing sources.
— Inbound Marketing Blog
 Targeted landing page(s)
 Squeeze pages for gated
content
 Unique tracking codes
 Social sharing buttons
Example: act...
 Make it a reference
— not just interesting
 Search-engine optimized
 Cite and link sources
 List keywords
Example: sp...
 Resource center
 PDF
 HTML
Example:
actonsoftware.com
Post to your website
 In-site
advertisements
Example: Target
Marketing Magazine
Use remarketing/retargeting
 Keyword-rich
content
 Your blog
 Other blogs
Example:
spidertrainers.com
Write a blog article
 PR distribution
services
Example: 24-
7pressrelease.com
Write a press release
 Content-syndication
services
Example: edocr.com
Post to syndication services
 White label
 Opportunity to
repeat all
promotional efforts
Example:
qrpprinting.com
Offer to partners
 Twitter (use #)
 Facebook (use #)
 LinkedIn
 LinkedIn groups
 Google+
 Ask for the retweet
or share
Example: Twitte...
 Facebook ads
 Twitter promoted
tweets
 LinkedIn ads
Example: Facebook
Use social ads
 Google
 Bing
Example: Google
Use search-engine ads
 Email
 Newsletter
 Direct mail
 Point of sale signage
Example: Spider Trainers
Send outbound messaging
 Engage bloggers,
editors
Example:
actonsoftware.com
Engage industry experts
 Engage popular
bloggers
 Send links to online
review points
 Mention reviews in
marketing efforts
 Video
Example: Ama...
Add to signature line
 Sales send to clients
 Customer-visit leave
behind
 Live-event
distribution
Example:
Spider Trainers
Engage individual...
Spider Trainers builds custom
drip and nurture campaigns.
Visit our resource center:
 Profiling Personas
 20+ Ideas for ...
Question & Answer Session
If you haven’t done so already,
please take this time to submit
questions to our speakers using
...
Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
...
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
Direct Marketing on a Shoestring Budget 2: Content Marketing
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Direct Marketing on a Shoestring Budget 2: Content Marketing

  1. 1. Direct Marketing on a Shoestring Budget 2: Content Marketing July 10, 2013 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #TMGWebinar
  2. 2. Today’s Speakers #TMGWebinar Moderator Thorin McGee Editor in Chief Target Marketing Carolyn Goodman President and Creative Director Goodman Marketing Partners, Inc. Cyndie Shaffstall Founder and CEM Spider Trainers
  3. 3. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #TMGWebinar
  4. 4. Please Welcome #TMGWebinar Carolyn Goodman President and Creative Director Goodman Marketing Partners, Inc.
  5. 5. DM on a Shoestring Budget Part 2: Content Marketing July 10, 2013
  6. 6. What is Content Marketing? The creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.
  7. 7. Original Content
  8. 8. Content with Perceived Value
  9. 9. RESEARCH • Can be complex • Often difficult to read/interpret WHITE PAPER • Simplifies research findings • States benefits backed by facts CASE STUDY • Proprietary to your company/product • Demonstrates “proof of concept”
  10. 10. Delivering information that makes your buyer more intelligent.
  11. 11. If you deliver consistent, ongoing, valuable information to potential buyers, you will be rewarded with their business and loyalty. The Belief:
  12. 12. Some Examples of Content Whitepapers E-Books Slide Share Infographics Case Studies Research Reports Speeches Podcasts Videos Webcasts ABC Company Blogs Articles
  13. 13. Your job is to frame the narrative.
  14. 14. White Paper 3rd party style Focus is on a timely and relevant topic Creating a “series” can be beneficial Case Study Should follow your brand guidelines Organized in logical sequence Break up text with supporting visuals
  15. 15. Typical White Paper Topics • Introductory information about a new technology • How-to or Best Practices • POV on Industry changes • Lessons learned • Analysis from research
  16. 16. Designing White Papers
  17. 17. Typical Case Studies • Establishes a problem, lays out the solution and highlights the results • Includes a quote from a named source • Provides an executive summary
  18. 18. Designing Case Studies
  19. 19. Formulate a strategic plan Hire a professional writer and designer Distribute content
  20. 20. Thank you! Carolyn Goodman President/Creative Director Goodman Marketing Partners P: 415.507.9060 x222 E: carolyn@goodmanmarketing.com W: www.goodmanmarketing.com We are a full-service, multi-channel, brand response marketing company with deep expertise in the art and science of persuasion. Our “what-would- we-do-if-it-were-our-money?” attitude and the results we achieve for our clients, speaks for itself.
  21. 21. Please Welcome #TMGWebinar Cyndie Shaffstall Founder and CEM Spider Trainers
  22. 22. Promoting Content Ideas for amplifying your inbound-content success using multi-touch marketing.
  23. 23. 60% of companies will execute an inbound marketing strategy in 2013. — Inbound Marketing Blog
  24. 24.  Professional design  Social sharing buttons  Lots of graphics Example: Spider Trainers The technicalities
  25. 25. REPURPOSING Extend your reach by creating multiple formats
  26. 26. Start with repurposing so that you can promote the various formats in the appropriate marketing efforts. Repurposing
  27. 27. Be on the lookout for opportunities.
  28. 28.  Post to SlideShare  Tag with keywords  Monitor statistics Example: SlideShare Summarize in a slide deck
  29. 29.  Use content as webcast basis  Reference in other webcasts (like this one) Example: Target Marketing Magazine Hold a webcast
  30. 30.  Animate and narrate slide deck  Record testimonials about the document  Post to website  Post to YouTube  Tag appropriately  Post to other video networks  Monitor viewing statistics Example: YouTube Convert to video
  31. 31.  Repurpose video narration as podcast  Post to your site’s resource center  Publish to iTunes  Monitor listening statistics Example: iTunes Convert to audio
  32. 32.  Highlight key points in an infographic  Great for social sharing  Post to Pinterest  Post to SlideShare  Post to your resource center Create an infographic
  33. 33. 34% of all leads generated in 2013 come from inbound-marketing sources. — Inbound Marketing Blog
  34. 34.  Targeted landing page(s)  Squeeze pages for gated content  Unique tracking codes  Social sharing buttons Example: actonsoftware.com The technicalities
  35. 35.  Make it a reference — not just interesting  Search-engine optimized  Cite and link sources  List keywords Example: spidertrainers.com The technicalities
  36. 36.  Resource center  PDF  HTML Example: actonsoftware.com Post to your website
  37. 37.  In-site advertisements Example: Target Marketing Magazine Use remarketing/retargeting
  38. 38.  Keyword-rich content  Your blog  Other blogs Example: spidertrainers.com Write a blog article
  39. 39.  PR distribution services Example: 24- 7pressrelease.com Write a press release
  40. 40.  Content-syndication services Example: edocr.com Post to syndication services
  41. 41.  White label  Opportunity to repeat all promotional efforts Example: qrpprinting.com Offer to partners
  42. 42.  Twitter (use #)  Facebook (use #)  LinkedIn  LinkedIn groups  Google+  Ask for the retweet or share Example: Twitter Share socially
  43. 43.  Facebook ads  Twitter promoted tweets  LinkedIn ads Example: Facebook Use social ads
  44. 44.  Google  Bing Example: Google Use search-engine ads
  45. 45.  Email  Newsletter  Direct mail  Point of sale signage Example: Spider Trainers Send outbound messaging
  46. 46.  Engage bloggers, editors Example: actonsoftware.com Engage industry experts
  47. 47.  Engage popular bloggers  Send links to online review points  Mention reviews in marketing efforts  Video Example: Amazon Ask for and post reviews
  48. 48. Add to signature line
  49. 49.  Sales send to clients  Customer-visit leave behind  Live-event distribution Example: Spider Trainers Engage individually
  50. 50. Spider Trainers builds custom drip and nurture campaigns. Visit our resource center:  Profiling Personas  20+ Ideas for Automated Marketing  Prospects, Leads, & Subscribers  Marketing Metrics  Drip-marketing Toolkit  Contact us:  651 702 3793  spidertrainer@ spidertrainers.com  http://www.spidertrainers.com  PO Box 280487 Lakewood, CO 80228 United States Spider Trainers
  51. 51. Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. #TMGWebinar
  52. 52. Thank You Thank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.targetmarketingmag.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #TMGWebinar

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