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.
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%
Inbound Marketing Permission based, online techniques that are used to draw people to you
Benefits of Content Marketing <ul><li>Establishes you as an authority
Where are you? <ul><li>Key words, key words, key words
Make it easy for the search engines to find you </li></ul>
Give Your Content Legs <ul><li>Don’t “post and hope”.
Use social media tools to drive traffic to your website. </li></ul>
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
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,