Educating the Customer:   Why Content Marketing is the New Trend by Sarah Mitchell www.globalcopywriting.com
Goals for today <ul><li>Explain the shift in consumer spending habits
Define content marketing and describe it’s components
Provide recommendations for a content marketing strategy </li></ul>
Definition Content Marketing:  is the art of understanding exactly what your customers need to know and delivering it to t...
What Changed? <ul><li>Old advertising models are DEAD
Consumer behaviour has changed </li></ul>
Content Marketing Outbound vs. Inbound <ul><li>Shouting for attention
Push Oriented </li></ul>
Outbound Marketing Techniques <ul>Interruption-based,  offline: <ul><li>TV
Radio
Newspaper
Yellow Pages
Direct Mail
Cold Calling
SPAM email </li></ul></ul>
Why Outbound Marketing No Longer Works <ul><li>Advances in Technology
The traditional “funnel” sales cycle model is no longer effective
Consumers are doing their own research </li></ul>
Advances in Technology <ul><li>TiVo
Satellite Radio
RSS Feeds
Privacy Rights
Caller ID
SPAM filters </li></ul>
Sales Funnel  no longer effective <ul><li>Phone Calls
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Educating The Customer: Why Content Marketing is the New Trend

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Consumer spending habits are changing. Word of mouth recommendations
are rapidly becoming the most influential factor in the way people choose to
spend their money. Individuals are conducting research on the internet and
relying on social media tools to help them make their purchasing decisions.
Traditional advertising and marketing campaigns are no longer as effective as
they once were.

Content marketing, communicating with your prospects without selling, is one
way to attract the informed consumer. The great news for small business is
deploying a content marketing strategy can be a low-cost option achieving
greater results. Even better, the framework for content marketing is probably
already in place in your organisation.

This talk will explain the shift in consumer spending, describe the different
components of content marketing and give detailed recommendations on
how you can get started.

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Educating The Customer: Why Content Marketing is the New Trend

  1. 1. Educating the Customer: Why Content Marketing is the New Trend by Sarah Mitchell www.globalcopywriting.com
  2. 2. Goals for today <ul><li>Explain the shift in consumer spending habits
  3. 3. Define content marketing and describe it’s components
  4. 4. Provide recommendations for a content marketing strategy </li></ul>
  5. 5. Definition Content Marketing: is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. CONTENT MARKETING = EDUCATION
  6. 6. What Changed? <ul><li>Old advertising models are DEAD
  7. 7. Consumer behaviour has changed </li></ul>
  8. 8. Content Marketing Outbound vs. Inbound <ul><li>Shouting for attention
  9. 9. Push Oriented </li></ul>
  10. 10. Outbound Marketing Techniques <ul>Interruption-based, offline: <ul><li>TV
  11. 11. Radio
  12. 12. Newspaper
  13. 13. Yellow Pages
  14. 14. Direct Mail
  15. 15. Cold Calling
  16. 16. SPAM email </li></ul></ul>
  17. 17. Why Outbound Marketing No Longer Works <ul><li>Advances in Technology
  18. 18. The traditional “funnel” sales cycle model is no longer effective
  19. 19. Consumers are doing their own research </li></ul>
  20. 20. Advances in Technology <ul><li>TiVo
  21. 21. Satellite Radio
  22. 22. RSS Feeds
  23. 23. Privacy Rights
  24. 24. Caller ID
  25. 25. SPAM filters </li></ul>
  26. 26. Sales Funnel no longer effective <ul><li>Phone Calls
  27. 27. Meetings
  28. 28. Presentations
  29. 29. Evaluation
  30. 30. Sale </li></ul>
  31. 31. Consumers are doing their own research <ul><li>July 2009 PQMedia study: </li><ul><li>Word of Mouth (WoM) spending expected to grow 10.2% during worst economic recession in 70 years.
  32. 32. Advertising and marketing decline for first time since 1930s
  33. 33. $1.54 billion spent on WoM marketing in 2008 </li></ul><li>Bridge Ratings Survey </li><ul><li>“ Strangers with Experience” trumps: </li><ul><li>Teachers
  34. 34. Newspaper/Magazines
  35. 35. TV News Reports
  36. 36. Traditional Advertising </li></ul></ul></ul>
  37. 37. Consumers are doing their own research <ul><li>Online Publishers – Internet Activity Index </li></ul>Monthly “Time Spent” in Internet Activity Table Category 2003 Avg. Time (h:mm) 2009 Avg. Time (h:mm) %Change Content 3:42 6:58 +88% Communications 5:20 4:54 -8% Commerce 2:07 2:40 +26% Community N/A 3.01 N/A Search 0:27 0:57 +111%
  38. 38. Inbound Marketing Permission based, online techniques that are used to draw people to you
  39. 39. Benefits of Content Marketing <ul><li>Establishes you as an authority
  40. 40. Tailored to your business
  41. 41. Targets key prospects
  42. 42. Contributes to lead nurturing
  43. 43. Positions your solution over your competitors
  44. 44. Asset-based investment you own </li></ul>
  45. 45. 3 Components of Inbound Marketing <ul><li>Search Engine Optimisation (SEO)
  46. 46. Content
  47. 47. Social Media </li></ul>
  48. 48. SEO <ul><li>25% is on your web page and within your control – KEYWORDS
  49. 49. 75% is off your web page and outside your control </li><ul><li>Inbound links
  50. 50. External links
  51. 51. Search engine recommendations </li></ul></ul>
  52. 52. Content <ul><li>People are seeking their own information
  53. 53. The days of self-serving, self-promoting “ blah blah blah ” are over.
  54. 54. Marketing = Publishing </li></ul>
  55. 55. Social Media <ul><li>Not about tools
  56. 56. “ Conversation without content is mere networking. Content without conversation is just dead content. ” Tipping Point Labs </li></ul>
  57. 57. Content Marketing Strategy <ul><li>Discover what your prospects want
  58. 58. Find the intersection between your solution and your customer’s information needs
  59. 59. Develop content to address deficiency
  60. 60. Make yourself findable
  61. 61. Give you content legs </li></ul>
  62. 62. Discovery <ul><li>What are the pains and where are they struggling?
  63. 63. Listening posts </li><ul><li>Your personal networks
  64. 64. Twitter searches
  65. 65. Twendz
  66. 66. Twitrrater
  67. 67. Tweetfeel </li></ul></ul>
  68. 68. Develop Your Content <ul><li>Forget features – make it benefit oriented
  69. 69. Think like a publisher </li><ul><li>Support each product or service you offer
  70. 70. Target each type of customer
  71. 71. Consider vertical markets
  72. 72. Use multiple content types </li></ul><li>If needed, hire writers </li></ul>
  73. 73. Examples of Original Content <ul><li>White papers
  74. 74. Case studies
  75. 75. News letters
  76. 76. E-newsletters
  77. 77. Website copy
  78. 78. Ebook
  79. 79. Articles
  80. 80. Blogs
  81. 81. Podcast </li></ul><ul><li>Video
  82. 82. Photos
  83. 83. Slide presentations
  84. 84. Glossaries
  85. 85. Buyer’s checklists
  86. 86. Surveys
  87. 87. Brochures
  88. 88. FAQs </li></ul>
  89. 89. Where are you? <ul><li>Key words, key words, key words
  90. 90. Make it easy for the search engines to find you </li></ul>
  91. 91. Give Your Content Legs <ul><li>Don’t “post and hope”.
  92. 92. Use social media tools to drive traffic to your website. </li></ul>
  93. 93. Don’t Pay for Attention BUY attention: Advertising BEG for attention: Public Relations BUG people: Sales “ EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free .” David Meerman Scott, Web Ink Now
  94. 94. Always Keep in Mind.... With content marketing you pull them in with your expertise. Don’t push your prospects away by shouting at them. “ You shouldn’t be thinking so much about what to say, but rather what your audience needs to hear. ” – Joe Pulizzi,

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