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HELLO@IMPRESSION.CO.UK
Attracting and retaining customers
The role of content marketing and Digital PR
www.impression.co.u...
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
About Me
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
Content?
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Content marketing is a strategic marketing approach
focused on creating and distributing valuable, ...
HELLO@IMPRESSION.CO.UK
— and, ultimately, to drive profitable customer action.
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
HELLO@IMPRESSION.CO.UK
93% of B2B Marketers use content marketing.
Source: http://contentmarketinginstitute.com/
www.impre...
HELLO@IMPRESSION.CO.UK
It’s much easier to communicate with a new audience
by creating and giving away quality content, ra...
HELLO@IMPRESSION.CO.UK
Great content builds trust over time and keeps
prospects close to you.
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Trust comes before the sale.
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Without trust, consumers won’t buy from you. We
shop at Amazon because we trust that our items will...
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Is content king?
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Year-over-year growth in unique site traffic is 7.8x
higher for content marketing leaders compared ...
HELLO@IMPRESSION.CO.UK
Content marketing costs 62% less than traditional marketing and
generates about 3 times as many lea...
HELLO@IMPRESSION.CO.UK
Infographics do not equal instant success!
:(
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
We love content with purpose
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Profitable Customer Action
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Answers questions
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Is visible at the right point
In the user journey
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Aids navigation
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Encourages users to stay
on site
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Matches brand ethos
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Informs or entertains
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Removes doubt
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Can be scaled
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Is readable across devices
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
What is good content?Is delivered quickly
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Content RolesContent roles
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
The Playmaker
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Assist the customer in their
purchase consideration
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Make the proposition of the
product/service that it promotes
appeal to the target audience
www.impr...
HELLO@IMPRESSION.CO.UK
Play a vital role in the customer
journey
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
The Crowd Pleaser
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Popular Option
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Infographics do not equal success!
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Three main objectives
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Entertaining the target audience
whilst following the brand ethos
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Appealing to websites that cover the
content topic
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Building brand awareness through
online publications and social media
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
The Influencer
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
CEO’s Best Friend
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Three Main Objectives
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Promoting the service/product to the target audience
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Building trust with your audience and promoting the
benefits of the service/product
www.impression....
HELLO@IMPRESSION.CO.UK
Direct visitors to pages within the website
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
The Researcher
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Displaying new information
which is easy to analyse
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Appealing to Authors within the
industry
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Combining your offering with the
research
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
EXAMPLE
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
TOOLS
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
Google Keyword Planner - Topic research tool
Answer The Public - Topic rese...
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
Visual.ly - Outsource content and get quotes
http://visual.ly/
GIMP - Free ...
HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
Buzzstream or Google Sheets - Relationship management tool
http://www.buzzs...
HELLO@IMPRESSION.CO.UK
Content marketing allows you to have more one objective
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Deciding on content objectives/roles is critical for ROI
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Authentic Methods
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Real Stories
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Share it with your audience
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UK
Profitable Customer Action
www.impression.co.uk/sdm
HELLO@IMPRESSION.CO.UKHELLO@IMPRESSION.CO.UK
THANK YOU
edd.wilson@impression.co.uk
uk.linkedin.com/in/eddwilson
www.impres...
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The role of content marketing and Digital PR

  1. 1. HELLO@IMPRESSION.CO.UK Attracting and retaining customers The role of content marketing and Digital PR www.impression.co.uk/sdm
  2. 2. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm About Me
  3. 3. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm Content?
  4. 4. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  5. 5. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  6. 6. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  7. 7. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  8. 8. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  9. 9. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  10. 10. HELLO@IMPRESSION.CO.UK Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience…. www.impression.co.uk/sdm
  11. 11. HELLO@IMPRESSION.CO.UK — and, ultimately, to drive profitable customer action. www.impression.co.uk/sdm
  12. 12. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  13. 13. HELLO@IMPRESSION.CO.UK
  14. 14. HELLO@IMPRESSION.CO.UK 93% of B2B Marketers use content marketing. Source: http://contentmarketinginstitute.com/ www.impression.co.uk/sdm
  15. 15. HELLO@IMPRESSION.CO.UK It’s much easier to communicate with a new audience by creating and giving away quality content, rather than just asking them to buy your product. www.impression.co.uk/sdm
  16. 16. HELLO@IMPRESSION.CO.UK Great content builds trust over time and keeps prospects close to you. www.impression.co.uk/sdm
  17. 17. HELLO@IMPRESSION.CO.UK Trust comes before the sale. www.impression.co.uk/sdm
  18. 18. HELLO@IMPRESSION.CO.UK Without trust, consumers won’t buy from you. We shop at Amazon because we trust that our items will be delivered promptly and that the product is as promised www.impression.co.uk/sdm
  19. 19. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  20. 20. HELLO@IMPRESSION.CO.UK Is content king? www.impression.co.uk/sdm
  21. 21. HELLO@IMPRESSION.CO.UK Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). (Via Aberdeen)
  22. 22. HELLO@IMPRESSION.CO.UK Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Via Demand Metric) www.impression.co.uk/sdm
  23. 23. HELLO@IMPRESSION.CO.UK Infographics do not equal instant success! :( www.impression.co.uk/sdm
  24. 24. HELLO@IMPRESSION.CO.UK We love content with purpose www.impression.co.uk/sdm
  25. 25. HELLO@IMPRESSION.CO.UK Profitable Customer Action www.impression.co.uk/sdm
  26. 26. HELLO@IMPRESSION.CO.UK What is good content? www.impression.co.uk/sdm
  27. 27. HELLO@IMPRESSION.CO.UK What is good content?Answers questions www.impression.co.uk/sdm
  28. 28. HELLO@IMPRESSION.CO.UK What is good content?Is visible at the right point In the user journey www.impression.co.uk/sdm
  29. 29. HELLO@IMPRESSION.CO.UK What is good content?Aids navigation www.impression.co.uk/sdm
  30. 30. HELLO@IMPRESSION.CO.UK What is good content?Encourages users to stay on site www.impression.co.uk/sdm
  31. 31. HELLO@IMPRESSION.CO.UK What is good content?Matches brand ethos www.impression.co.uk/sdm
  32. 32. HELLO@IMPRESSION.CO.UK What is good content?Informs or entertains www.impression.co.uk/sdm
  33. 33. HELLO@IMPRESSION.CO.UK What is good content?Removes doubt www.impression.co.uk/sdm
  34. 34. HELLO@IMPRESSION.CO.UK What is good content?Can be scaled www.impression.co.uk/sdm
  35. 35. HELLO@IMPRESSION.CO.UK What is good content?Is readable across devices www.impression.co.uk/sdm
  36. 36. HELLO@IMPRESSION.CO.UK What is good content?Is delivered quickly www.impression.co.uk/sdm
  37. 37. HELLO@IMPRESSION.CO.UK Content RolesContent roles www.impression.co.uk/sdm
  38. 38. HELLO@IMPRESSION.CO.UK The Playmaker www.impression.co.uk/sdm
  39. 39. HELLO@IMPRESSION.CO.UK Assist the customer in their purchase consideration www.impression.co.uk/sdm
  40. 40. HELLO@IMPRESSION.CO.UK Make the proposition of the product/service that it promotes appeal to the target audience www.impression.co.uk/sdm
  41. 41. HELLO@IMPRESSION.CO.UK Play a vital role in the customer journey www.impression.co.uk/sdm
  42. 42. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  43. 43. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  44. 44. HELLO@IMPRESSION.CO.UK The Crowd Pleaser www.impression.co.uk/sdm
  45. 45. HELLO@IMPRESSION.CO.UK Popular Option www.impression.co.uk/sdm
  46. 46. HELLO@IMPRESSION.CO.UK Infographics do not equal success! www.impression.co.uk/sdm
  47. 47. HELLO@IMPRESSION.CO.UK Three main objectives www.impression.co.uk/sdm
  48. 48. HELLO@IMPRESSION.CO.UK Entertaining the target audience whilst following the brand ethos www.impression.co.uk/sdm
  49. 49. HELLO@IMPRESSION.CO.UK Appealing to websites that cover the content topic www.impression.co.uk/sdm
  50. 50. HELLO@IMPRESSION.CO.UK Building brand awareness through online publications and social media www.impression.co.uk/sdm
  51. 51. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  52. 52. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  53. 53. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  54. 54. HELLO@IMPRESSION.CO.UK The Influencer www.impression.co.uk/sdm
  55. 55. HELLO@IMPRESSION.CO.UK CEO’s Best Friend www.impression.co.uk/sdm
  56. 56. HELLO@IMPRESSION.CO.UK Three Main Objectives www.impression.co.uk/sdm
  57. 57. HELLO@IMPRESSION.CO.UK Promoting the service/product to the target audience www.impression.co.uk/sdm
  58. 58. HELLO@IMPRESSION.CO.UK Building trust with your audience and promoting the benefits of the service/product www.impression.co.uk/sdm
  59. 59. HELLO@IMPRESSION.CO.UK Direct visitors to pages within the website www.impression.co.uk/sdm
  60. 60. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  61. 61. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  62. 62. HELLO@IMPRESSION.CO.UK The Researcher www.impression.co.uk/sdm
  63. 63. HELLO@IMPRESSION.CO.UK Displaying new information which is easy to analyse www.impression.co.uk/sdm
  64. 64. HELLO@IMPRESSION.CO.UK Appealing to Authors within the industry www.impression.co.uk/sdm
  65. 65. HELLO@IMPRESSION.CO.UK Combining your offering with the research www.impression.co.uk/sdm
  66. 66. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  67. 67. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  68. 68. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  69. 69. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm EXAMPLE
  70. 70. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  71. 71. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  72. 72. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  73. 73. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  74. 74. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  75. 75. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  76. 76. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  77. 77. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm
  78. 78. HELLO@IMPRESSION.CO.UK TOOLS
  79. 79. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm Google Keyword Planner - Topic research tool Answer The Public - Topic research http://answerthepublic.com/ Reddit - Research industry content via community https://www.reddit.com/ Quora - Questions per industry https://www.quora.com/ Buzzsumo - Find high performing content http://buzzsumo.com/ Online communities, industry publications, authors, competitors!!! Research Tools
  80. 80. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm Visual.ly - Outsource content and get quotes http://visual.ly/ GIMP - Free photoshop software https://www.gimp.org/ Easely - Free infographic tool https://www.easel.ly/ Animoto - Quick and easy video editing https://animoto.com/ Content creation tools
  81. 81. HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm Buzzstream or Google Sheets - Relationship management tool http://www.buzzstream.com/ ResponseSource - Connect with publications/journalists http://www.responsesource.com/ HARO - Connect with publications/journalists https://www.helpareporter.com/ Ahrefs/Majestic SEO/Open Site Explorer - Find which publications link to your competitors https://ahrefs.com Search Engine Queries - https://www.optimizesmart.com/10000-search-engine-queries- for-your-link-building-campaign/ Promotion tools
  82. 82. HELLO@IMPRESSION.CO.UK Content marketing allows you to have more one objective www.impression.co.uk/sdm
  83. 83. HELLO@IMPRESSION.CO.UK Deciding on content objectives/roles is critical for ROI www.impression.co.uk/sdm
  84. 84. HELLO@IMPRESSION.CO.UK Authentic Methods www.impression.co.uk/sdm
  85. 85. HELLO@IMPRESSION.CO.UK Real Stories www.impression.co.uk/sdm
  86. 86. HELLO@IMPRESSION.CO.UK Share it with your audience www.impression.co.uk/sdm
  87. 87. HELLO@IMPRESSION.CO.UK Profitable Customer Action www.impression.co.uk/sdm
  88. 88. HELLO@IMPRESSION.CO.UKHELLO@IMPRESSION.CO.UK THANK YOU edd.wilson@impression.co.uk uk.linkedin.com/in/eddwilson www.impression.co.uk

The role of content marketing and Digital PR

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