Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Unlocking the Full Power of a Content Strategy by Chris Winfield

Chris Winfield presented "Unlocking the full power of a content strategy" at Performance Marketing Insights on March 13, 2013.

Content is a fundamental part of any marketing element. It's the mindset, culture and approach to delivering your customer's information needs across each stage of the buying process. Implementing a successful and engaging content strategy is paramount to today's marketing efforts.

A content strategy that is successful across search and social channels, whilst increasing trust, authority, integrity and persuasion, is an opportunity that's often overlooked.

This session is perfect if you're recycling existing resources to create reactive content, freshening up your ageing content strategy or approaching a new audience. You'll learn how to utilise new, existing and recycled resources to create content your business audience will want to devour at the earliest opportunity.

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Login to see the comments

Unlocking the Full Power of a Content Strategy by Chris Winfield

  1. 1.
  2. 2. Content in the Awareness StageMake it memorable, shareable & optimized* It has to stand-out* Allow & encourage sharing* PromoteMake it interesting, useable & dynamic • Tips • Tools • Tutorials • Free downloads • Include visuals
  3. 3. Content in the Consideration StageBe educationalUse your content to demonstrate how it solves that problem -Product demos -In-depth tutorials -Entertaining FAQs -Buying guidesLeverage (and build) relationships -Testimonials & reviews -Case studies (tell a story) -Analysis reports
  4. 4. Content in the Consideration StageCalls to Action -Get your free trial! -Watch a demo video -Call us for more info -Micro-conversions (RSS, follow, email signups)
  5. 5. Humanize your brand while being helpful; make a connection.
  6. 6. Get visitors involvedin the consideration stage
  7. 7.
  8. 8. Content in the Purchase StageFocus on The WhyInspire your audience to buy -Share; don’t push -Elicit emotion -Be passionateTell them what they’ll getShow results; demonstrate true value with your content -ROI calculators -Descriptive case studies -Pricing information -Detailed tutorials
  9. 9. Content in the Purchase StageCalls to Action -Get started today -Claim your special offer -Reserve your spot -Join us -Make a difference now
  10. 10.
  11. 11.
  12. 12. Content in the Retain & Upsell PhaseHow do you get them coming back? -Don’t stop offering value -Find different ways to reach them (i.e. newsletters, interactive quizzes & polls, direct-mail pieces, events, etc.) -Keep it fresh and exciting -Remind them of all benefitsDon’t stop sharing -A social strategy can be a powerful thing -So can a phone call -Or a personalized email
  13. 13.
  14. 14. about what KISS does ->
  15. 15.
  16. 16.
  17. 17.
  18. 18. •• field-guide-to-the-4-types-of-content-marketing-metrics/• Conversions-You-Should-Measure
  19. 19.
  20. 20.
  21. 21. Yutongo
  22. 22. Twine
  23. 23. Dedoose
  24. 24. ZenPen
  25. 25. Mural.ly
  26. 26. Tip of My Tongue
  27. 27. Grammarly
  28. 28. Inklewriter
  29. 29.