Effective content marketing for professionals and small business


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Content marketing is a critical part of an overall Internet marketing, social media marketing plan of action. It provides wanted and needed information for prospects and brand advocates.

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Effective content marketing for professionals and small business

  1. 1. Dead Simple Social Media Series™Effective Content Marketing forProfessionals and Small BusinessPresenter: Doug Hay, CEO
  2. 2. Presenter: Doug Hay• Early adopter of Internet marketing & social media• 30 year marketing veteran• Sought after speaker - presented at local, regional and national conferences• Lectured at two universities for the Sales & Marketing Executives program
  3. 3. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff trainingAsk for a complementary consultation
  4. 4. Free Consultation on Your Internet Action Plan A $250 Value Email or Call Today! Doug Hay doug@doughayassoc.com Direct: 250-756-0306 Toll Free: 877-226-3823
  5. 5. Dead Simple Social Media Series• Social media overview• Blogging• Google+• Facebook• Twitter• Pinterest• LinkedIn• Using a Dashboard• Content Marketing
  6. 6. Agenda• Presentation• Q&A – write questions in Webinar questions console.• They will be answered at the end of the presentation.To get a copy of the presentation email:doug@doughayassoc.com
  7. 7. Social Media: Describes the onlinetools that people use to sharecontent, profiles, opinions,insights, experiences,perspectives and media itself, thusfacilitating conversations andinteraction online betweengroups of people. - Brian Solis, author
  8. 8. Book: Cluetrain Manifesto―A powerful global conversationhas begun. Through theInternet, people are discoveringand inventing new ways toshare relevant knowledge withblinding speed.―As a direct result, markets aregetting smarter— and gettingsmarter faster than mostcompanies.‖Read the book for Freehttp://www.cluetrain.com/book/index.html
  9. 9. Social Media is for Leads and SalesSource: State of Inbound Marketing Report - http://bit.ly/aewfHr
  10. 10. Content marketingis the creation and publishingof quality, meaningful anddistinctive content for thepurpose of generatingdiscussion, growing afollowing and developing asocial presence now expectedby the search engines.
  11. 11. Survey:Effectivenessof top SEOtactics.
  12. 12. ―ContentMarketing isall themarketingthat’s left.‖- Seth Godin
  13. 13. Universal SearchGoogle Universal
  14. 14. More than eight out of ten companies surveyedsaid they were using some type of contentmarketing to better engage with potentialand existing clients.―The future of marketing is not about selling somuch as it is about engaging. This is whatresonates with customers and why marketershave embraced content marketing in suchlarge numbers."Source: Survey, conducted by HiveFire
  15. 15. New Marketing Brand BrandBrand Brand Brand Brand Brand Brand Brand
  16. 16. ―Those who insert themselves into asmany channels as possible look set tocapture the most value.―They’ll be the richest, the mostsuccessful, the most connected, capableand influential among us.―We’re all publishers now, and the morewe publish, the more valuableconnections we’ll make.‖ -Pete Cashmore, Founderof Mashable
  17. 17. A word aboutreputationmanagement:People interested inyour products orservices will go tothe Internet to checkyou out.Do you like everythingon page 1 an 2 aboutyou on Google?
  18. 18. ――You can buy attention (advertising).―You can beg for attention from the media(PR).―You can bug people one at a time to getattention (sales).―Or you can earn attention by creatingsomething interesting and valuable andthen publishing it online for free.‖–David Meerman Scott, Best-Selling Author & Speaker
  19. 19. People buy from people they like and trust.What better way to gain trust than being asource of quality content that your readerstrust.
  20. 20. 55% of consumers said they would be more apt to buy another product from acompany who provides them with custom content. 68% like custom contentbecause it’s tailored to their interests. - Custom Content Council
  21. 21. Socialnetworksthrive ongoodcontent
  22. 22. Level of effectiveness in achievingmarketing objectives, by content Type
  23. 23. Content is KingSearch Engines Search engines will crawl your website more often if you have a website/blog which is updated regularly
  24. 24. Research Click thru Goals to website ContentEngage Strategy Create Publish Content
  25. 25. Content Marketingfor Small-MediumBusiness Success
  26. 26. 12 Action Items
  27. 27. 1. Your Website
  28. 28. Turn websitevisitors intoleads whichleads toprospectswhich leads tosales.
  29. 29. Landing Pages • Offer worked out • Strong headline • Compelling copy • Benefits • Call to action
  30. 30. 2. Blog
  31. 31. Blogging Attracts More Visitors
  32. 32. Blogging Generates Leads
  33. 33. 3. EmailNewsletter
  34. 34. Newsletter Benefits• Controlled 100% by you• An email campaign will educate customers & prospects• Gives pre-release offers to enhance sales• News of interest to your audiences• High ROI
  35. 35. 4. Testimonials
  36. 36. Case Study: User ReviewsUser-Generated Content: Organic search up 10%,conversion up 125% with rich product reviewsThe reviews also brought the following results in Q4 2011:- 125% higher conversion rate for visitors who interactedwith them- 157% higher time-on-site for visitors who interacted withthem- 111% higher page-views-per-visit for those whointeracted with themSource: Marketing Sherpa, Coffee For Less
  37. 37. 5. Video
  38. 38. You Tube • Over 4 billion views daily • 3rd most popular website on the Internet • How to is popular • Humor • Doesn’t need to be a Hollywood productionImage credit: Blendtec
  39. 39. 6. OnlinePressReleases
  40. 40. 7. Case Studies
  41. 41. 8. White Papers
  42. 42. 9. Published Articles
  43. 43. 10. E-Book
  44. 44. 11. Media(Section of Website)
  45. 45. 12. Micro Blogging
  46. 46. More Ideas for Content• Guest blogging• Webinars• Books & audio books• Infographics• Speaking engagements• Mobile Aps• Podcasts• Video blog• Market research – published• Social media networks• Screencasts (step-by-step instructions)
  47. 47. BlogAudio Newsletter WebsiteVideo Articles Press Releases
  48. 48. Think Like a Publisher
  49. 49. Editorial Plan• Determine content to be created• Ensure keyword research is done• Assign it someone or outsource it• Set up a calendar to track it• Do a monthly review of the targets done and results e.g. keyword ranking results would influence future content creation around certain keywords• Repeat
  50. 50. The more quality content youcreate and publish…
  51. 51. …the more business you will get.
  52. 52. TakeawaysDo your homeworkCreate an editorial calendarGet the content createdGet it published – website and moreMonthly review & adjustRepeat successful actions
  53. 53. Free Initial ConsultationDoug Haydoug@doughayassoc.comDirect: 250-756-0306877-226-3823Website: www.resultspm.comTwitter: www.twitter.com/doughayFacebook: http://www.facebook.com/doug.hayLinkedIn: www.linkedin.com/in/doughay
  54. 54. Copyright NoticeAll materials contained in these presentationsare protected by Canadian and United Statescopyright law and may not be reproduced,distributed, transmitted, displayed, published orbroadcast without the prior written permission ofDoug Hay.The names of actual companies, products orimages mentioned herein may be the copyrightor trademarks of their respective owners.