Welcome to the Content Marketing Matrix


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Learn how to market your business without expensive advertisie, how to do content marketing without spending hours on social media and take away some practical tools and strategies to get started with content marketing.

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  • About meI am a content marketing strategist, entrepreneur and author. Have worked in marketing for major corporations and organisations for more than 20 years in education, finance, tourism and events and health.4 years ago I decided to have a career change and became a birth doula, set up Mumatopia.However, I was dragged back into the marketing space because I couldn’t help sharing my knowledge and helping people for free… realised I had to monetize it and that’s how CMC started.I developed a system to show people how content marketing works to build sustainable, long term growth.Tonight, I’m going to share with you an overview of the five foundations for a healthy marketing system that you can implement right away, so that you can start thinking about how you can implement content marketing strategies into your marketing matrix.
  • After this talk, here’s what I want you to take away:*That your business success is not dependent on whether or not you advertise in traditional media
  • *That content marketing does not mean you have to wear yourself out on social media
  • *Some key ideas and strategies to help you get started with Content Marketing so you can start reaching your right people.
  • Who here has seen the movie The Matrix?Okay, so good. Well, the reason I bring this movie up is because of a particular scene.Neo is sitting in the room and he’s invited to choose between the red pill and blue pill. He’s told that if he takes the red pill he’ll stay in Wonderland and be shown just how deep the rabbit hole goes and if he takes the blue pill, his life will stay the same, as if nothing ever changed.
  • Here’s the takeaway I want to begin with… when it comes to marketing in today’s climate, many marketers are faced with this idea of having to make a choice between the red and blue pill. In this analogy, the Red pill is inbound marketing which includes what we call “pull” marketing methods: content creation and sharing, social media and permission-based marketing. The blue pill is traditional marketing which includes what we call push techniques such as advertising, cold calling and trade shows.Inbound is unfamiliar territory to a lot of business owners so it can seem scary and “hard”. They know that change might bring enlightenment, but they’re also terrified that it will completely destroy everything they thought they knew about marketing their business.Welcome to the Content Marketing Matrix.The thing is, content marketing is not a new kid on the block. It’s been around since the printing press. However, social media and modern technology makes it possible for us to leverage our content like never before. So, when you take that red pill, it opens up a whole new world of possibility for your business.So, let’s take a closer look at each marketing paradigm.
  • The blue pill, or Traditional marketing in this case, typically involves the followingCasting a wide net- broadcastingManipulating a responseShort-term rapid growthControlled by gatekeepersExpensiveWhat we have known for the past century so feels reliable and easy 
  • The Red pill, Inbound marketing, on the other handHighly targeted, narrowcasting.Building relationships - helpingLonger term growthBypasses gatekeepers through self-published contentRelatively inexpensive but time intensiveCan be perceived as something new and scary because it means having to reach out, be genuine and real and put yourself out there. It’s a new concept in marketing. So basically, we’ve moved from a model that is all about manipulating consumers to one that is all about helping them make an informed buying decision. How do we do that? We educate them, we help them and we get to know them.The new way of marketing means putting aside marketing speak and really tuning in to what your ideal prospects want and need from you in order to make a decision about whether or not to buy from you.
  • And the latest research shows that this is what consumers want.A recent study by Nielsen showed that consumers trust recommendations from people they know, branded websites and consumer opinions posted online over even newspaper articles, ads in traditional media and emails.Really, the best marketing matrix is one where there is a mix of marketing methods but instead of just blindly booking ads in traditional media outlets, you instead do so in a very targeted way for maximum impact and you integrate your mass media campaigns with your content marketing campaigns.
  • So, let’s look at content marketing specifically. Here’s how it works when you share relevant, compelling content with your audience. When you have a content marketing system in place, over time you attract people with your powerful content, they talk about your content and share it with their friends and networks and attract more followers to your content. From that point, people are more likely to become subscribers so they can receive your content directly and it is your subscribers who are most likely to buy from you. Now if you’re service is great, your happy clients will then promote your business for you through WOM on social platforms and by actively sharing your content. This then feeds more people into your content system and the cycle starts over for them.In order to get this cycle working there are five foundational strategies that need to be in place.
  • So I want to share with you some key tips from these five foundations I teach my clients, so you can walk away from tonight with some practical strategies for growing your business with powerful content and so I can take the fear and overwhelm out of taking that red pill. Really, I want to empower you so you can walk away from tonight knowing that you have it within you to do this and that you have knowledge and wisdom that is worth sharing with the world.
  • So, let’s start with the first foundation, content creation:You’ve got your website set up, your blog and all of a sudden you go: Oh no, what the heck do I talk about? What do I post on social media? And what types of content do my prospects want from me anyway?The answer lies in taking a good hard look at exactly who you are trying to reach, why and how.
  • A lot of the clients I work with start out by saying they’re trying to reach a broad range of people. The thing is, if you’re trying to appeal to everyone, you’re actually appealing to no one.In order to create compelling content, you first need to get an understanding of your ideal client, their hopes, needs, habits, dreams and motivations.What I like to do is picture a person in my head when I’m writing an email or blog post or making a video.Ask yourself, if I were explaining this to someone across the table over a coffee, how would I say it? What would I say?Once you have a clear idea on who your ideal client is you can start thinking of all the questions they might have for you about what you offer.
  • You can also identify any opportunities that aren’t being met well elsewhere. For instance, I recently worked with a client who has created a new product to help surfers express their love of surfing through customised surfboard art. Their They have created a blog that features the work of local artists they work with, musings on surf culture and art and their passion for surfing. They have a clearly defined target market: People who are passionate about surfing and who like to express their love of surfing through art, culture and music. Last weekend they launched their business with an exhibition and it was packed solid. There are plenty of surfing blogs but what we discovered was that there were no retail websites that really tapped into this need for creative expression.
  • So, let’s look at some ideas for content creation.A lot of people balk at the idea of creating their own content because they don’t feel they write well, but let me tell you, there is more to content than a written blog and a written blog may well not the be way to go for your ideal clients.So, what else can you do? Even though all of your content should be housed on your blog, that doesn’t mean you need to be a writer.Here are five options for creating content that not only give your blog a boost but that also build your subscriber base.
  • InterviewsTelling and sharing other people’s stories makes for compelling content. And you can kill two birds with one stone by inviting people to join your mailing list to get the questions for your blog interviews.Simply send them a form and get them to fill it out and send back to you.
  • I use wufoo.com to create interview forms. You can then download the responses into a spread sheet and merge with a Word Document. Then it’s just a matter of editing the interview and posting on your blog. On wufoo.com people can upload files and photos too. Now just a couple of quick tips for this:Be sure to include a media release statement so that you are free to use their images and material.Be sure to let them know what size images you need if they’re supplying them.
  • Vlogs and Demo VideosVideo is one of the most popular and engaging mediums onlineYoutube is the second biggest search engine in the worldYou can share your content in bite sized pieces to make it easy for people to engage withThere are great tools available to distribute your video content including Youtube and Vimeo
  • Teleseminars or PodcastsPortable – can listen to anywhere at anytimeOlder tech but more reliable than webinars – Don’t suffer from lack of broadband
  • Tools for webinars/podcasts-Screenflow or equivalent-Microphone-Webinar or teleseminar program (Instant Teleseminar or gotowebinar/meetingburner)-Google Hangouts-Udemy-decent broadband
  • EbooksCan be used for subscriber offersCan be used to establish your authorityCan be used as bonus offers at events
  • ReportsEstablish authorityProvide useful, evidence-based infoGreat for more formal informationIncludes case studies which carry more weight than testimonials
  • The types of content you produce will largely be determined by the needs of your ideal clients.It’s important to marry the style of your content to your audience’s preferences. Egs: If your audience likes visual content you may want to emphasise video or graphics. If your audience prefers more academic content you may go for reports and guides over more informal content. Have a think about your ideal clients’ needs.
  • One of the best things you can do on your social channels is to share helpful, relevant content from other people with your audience. So, how do you find resources and info that really hit the spot with your ideal clients?Well, you ask them and you work out where they’re hanging out online, who their heroes are and who they follow… then you follow them too. Here are 5 tools that can help you collate awesome content that you can then share with your followers, fans and subscribers.
  • Feedly enables you to collate and categorise blog content from your favourite sources online.You simply search for blogs on your area of interest and add them to relevant categories.This means you can track content that interests you all in the one place.
  • IFTTTAs far as tools go this one is fantastic!I have set mine up to collate new articles on different topics from Feedly.com and set them up in a spreadsheet in Google Drive so I can then go through them and pick out ones I want to share on my social platforms and with my subscirbers. This saves me a lot of time and hassle.
  • Triberr.com not only helps you find awesome content your readers and followers will love but it also gives you a way to accelerate the sharing of your own blog content. How it works: You sign your blog up to Triberr, you connect your social accounts, join tribes that interest you and that are relevant to the content you need and then share and comment on content right in Triberr.
  • Evernote is like a virtual clipboard. When you find really cool content on the web, you can use the Evernote Web clip app to highlight phrases you may want to reference in a blog article or ebook, and save the file in your Evernote account for later reference. You can save anything from images, to ideas and to do lists. It’s an awesome time-saving curation tool.
  • Hootsuite enables you to schedule your posts at different times of the day and is primarily useful for Twitter and Google Plus. You can upload spreadsheets of posts to share in one hit and then just monitor Twitter once or twice a day for comments.
  • Of course, creating and curating content is nothing unless you’re using it to build relationships with your ideal prospective clients. So the next foundation is relating to your prospects.Relating to your prospectsBecause many small businesses are still looking to that blue pill they are stuck in the old way of marketing which is all about making the quicksale. The problem is that businesses tend to take this approach on social media and it just doesn’t work. On social media, it is not all about the sale. It is all about the relationship.Relationships first, business second.People want to do business with people they know, like and trust.
  • The other thing with social media is that it exponentially grows your word of mouth recommendations. As I pointed out earlier, 84% of people listen to the recommendations of people they know!So, the goal is to listen, to be helpful and to respond as well and as quickly as you can.
  • Here’s what businesses tend to do:Ask for the like on another’s business pageThis approach comes from the old reciprocity model. Demanding people return the like comes across as presumptuous and pushy. Instead give them a reason to “like” you.
  • Here’s what businesses tend to do:Promote their business on another’s page or in a groupPromoting your business on another’s page or group uninvited is spam. It is like walking into a shop and saying “love your shop but my shop is better. Come and visit me just over the road.” It’s a waste of your time. People want to know who you are on social media. They need an opportunity to get to know you.
  • Here’s what businesses tend to do:Use their profile to promote their business (put their business name in their profile)Why not do this?Facebook can shut down your profile and then you’re screwedIt’s against FB terms to promote your business in your profile name. You are supposed to be a real person.
  • Here’s what businesses tend to do:Focus on building “likes” by spending lots of time on Facebook activities such as marches, ladders and liking parties.Focusing on “likes” on Facebook is a waste of time unless you are funneling people through to your mailing list. You want to funnel the right people into your page not just anyone. Liking ladders do not help you attract your ideal clients unless they are from your target market. A better way to attract quality likes is to draw people from your website and from events you attend to your Facebook page. You can also use Facebook ads to target specific audiences.
  • Here’s what you can and should doParticipate in groups and communities that are relevant to your audience and to your field.When you visit other people’s fan pages don’t ask or demand they come and like you. Just say hello, compliment them on their page, be genuine and stick around and join the conversation.Share fun, helpful and beautiful images and information more than you share about your business…. But when you do share about your business share the value you offer by leading your prospects to your mailing list with an enticing offer.Tell your businesses’ story. Your personal stories are sometimes the most potent.Make your users the stars of your brand’s show.
  • Okay, so now that you have some ideas on how you can build relationships, let’s look at how you can be more productive.Repurpose your ContentEvery piece of content you produce or share should be used and reused again and again. If you have blog articles, turn them into an ebook. If you have an ebook that is getting good traction, turn the topic into a webinar. If you have a terrific webinar that had lots of signups, get the transcript done and turn it into an ecourse or ebook. Create a video series from popular topics on your blog. Use your images on Instagram to populate your other social platforms. Turn your more popular podcasts into a product? Take quotes out of a book you write and turn them into memes for Pinterest and your blog. The possibilities are only limited by your imagination.The goal is to get maximum mileage out of every ounce of content you produce. So start thinking of ways you can repurpose your content.In this example here I used a webinar that was part of one of my online programs, and blog posts I’d written on the topic to form an ebook and a worksheet I’d developed as part of an online program. I repackaged them as a separate product that I now sell on my website as an on-demand training program.You should also be sharing your valuable blog content again and again on Twitter over time and every so often on Facebook as well. Rinse and repeat is the name of the game.
  • The last foundation is to review your performance.If you’re going to spend time marketing your business, you also need to be evaluating your performance. Fortunately, there are some fantastic and free tools available to help you do so. Here are three great ones you can use that are free.Google AnalyticsFacebook InsightsAlexa.com
  • The last foundation is to review your performance.If you’re going to spend time marketing your business, you also need to be evaluating your performance. Fortunately, there are some fantastic and free tools available to help you do so. Here are three great ones you can use that are free.Google AnalyticsFacebook InsightsAlexa.com
  • As you can see, taking the red pill opens up a whole new world of opportunity to effectively market your business and really meet the needs of your potential clients. When you embrace this way of marketing, you look at your business and at customer relationships in a whole new way and that can be overwhelming. How can you produce content on a regular basis? How can you keep up without getting burned out?The key really is to focus on communicating with your ideal clients and the people who influence them and to do that you need to really hone in on exactly who you’re talking to. The amazing thing is, that taking that red pill also means opening your business up to attract people that you will love to work with, not having to be salesy and manipulative. You will feel good about marketing your business and your prospects will feel good too, because they will know you actually really care about them.Thank you so much for listening tonight. It’s my honour to be here. I’d love to take your questions.
  • Welcome to the Content Marketing Matrix

    1. 1. Welcome to the Content Marketing Matrix  Cas McCullough  T: @casmccullough  F: /casmccullough  E: cas@casmccullough.com Content Marketing Cardiology TM
    2. 2. Key Takeaways
    3. 3. Key Takeaways
    4. 4. Key Takeaways
    5. 5. As a marketer do you feel safer taking the red pill or the blue pill?
    6. 6. The Blue Pill: Traditional Marketing (ads, promos, trade shows, cold calls) • Casting a wide netBroadcasting • Manipulating a response • Short-term rapid growth • Controlled by gatekeepers • Expensive per lead
    7. 7. The Red Pill: Inbound Marketing methods (content, social, permissio n-based email) • • • • Highly targeted, narrowcasting. Building relationships - helping Longer term growth Bypasses gatekeepers through self-published content • Relatively inexpensive per lead but can be time intensive
    8. 8. Top 3 Marketing Sources Consumers Trust: • Recommendations from people they know 84% • Branded websites 69% • Consumer opinions posted online 68% Source: Nielsen Global Survey of Trust in Advertising Q1 2013.
    9. 9. How The Content Marketing Cycle Works
    10. 10. Creating captivating content
    11. 11. Who is your ideal client?
    12. 12. 5 Content Creation Ideas
    13. 13. #1 Blog Interviews
    14. 14. #2 Vlogs and demo videos
    15. 15. #3 Teleseminars/Podcasts
    16. 16. Tools for webinars/podcasts • Screenflow or equivalent • Microphone • Webinar or teleseminar program (Instant Teleseminar or gotowebinar) • Google Hangouts • Udemy – record how-to content and sell it on udemy.com • A decent broadband connection (upload speed matters)
    17. 17. #4 Ebooks
    18. 18. #5 Reports EG From hubspot.com
    19. 19. Content Styles Varies depending on your brand and your ideal client profile • Visual • Verbal • Informal • Formal
    20. 20. Curating helpful content
    21. 21. feedly.com
    22. 22. Ifttt.com
    23. 23. Triberr.com
    24. 24. Evernote.com
    25. 25. hootsuite.com
    26. 26. Relating to your potential clients
    27. 27.  Tweet this: 84% of people listen to the recommendations of people they know. Nielsen, 2013.
    28. 28. What businesses tend to do  Ask for the like on another’s business page
    29. 29. What businesses tend to do  Promote their business on another’s page or in a group
    30. 30. What businesses tend to do  Use their profile to promote their business (put their business name in their profile)
    31. 31. What businesses tend to do  Focus on building “likes” by spending lots of time on Facebook activities such as marches, ladders and liking parties.
    32. 32. Best Practice  Participate in groups and communities  Just say hello, and join the conversation.  Share fun, helpful and beautiful images and information  Tell your businesses’ story.  Make your users the stars of your brand’s show.
    33. 33. Repurposing Your Content
    34. 34. Review Your Performance  Google Analytics  Facebook Insights  Alexa.com
    35. 35. Review Your Performance
    36. 36. Over to you…