smAlbany 2013: Content Marketing 101 - How IT Pros Can Rule the Kingdom of Online Content
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The 101 of Content Marketing: the content needed for effective social media, blog, website strategy doesn’t just happen. Even enterprise-sized companies struggle with content curation. This presentation is geared toward small to mid-sized IT service companies.
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smAlbany 2013: Content Marketing 101 - How IT Pros Can Rule the Kingdom of Online Content
- 1. www.marketingwiz.co Craig Hall Executive Director, Marketing WizTM Principal, NHD Smart Communications www.marketingwiz.co
- 3. www.marketingwiz.co Today’s Agenda • The C-Suite as our target audience • Content marketing in a social world • Creating content to sell IT & Cloud Services • Real-world example • Wrapping it up
- 4. www.marketingwiz.co Who’s Buying the Cloud & Why
- 5. www.marketingwiz.co Global IT Spending Tops 4 Trillion Current Us Dollars by 2015
- 6. www.marketingwiz.co List of IT & Cloud Services Managed Services Monitoring Only Services Managed Firewalls Internet Monitoring Content Filtering Disaster Recovery Business Continuity Planning Website Design Website Hosting Co-Location Services Remote Backup/Storage Email and Spam Filtering Email Archiving SAN Storage Solutions Voice and Data T-1’s VoIP Application Development CRM Solutions SharePoint Solutions POS/Inventory Control Solutions HaaS/SaaS
- 8. www.marketingwiz.co The Formula • Create Content • Distribute Your Content • Continue to Publish New Content • Generate Leads • Nurture Leads • Close Sales
- 10. www.marketingwiz.co Content is King ~Bill Gates (1/3/1996) “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
- 13. www.marketingwiz.co The Fundamentals of Good Creative
- 15. www.marketingwiz.co 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement
- 16. www.marketingwiz.co Momentum & Mindshare Single touch marketing is gone. Single eBlast 1 Click PPC to Conversion Low Value Messaging Call to Action Opens & Clicks Low Yield Inbound Only Nurture Process Multiple touch points Branding & Mindshare Value Rich Content Establish Expertise Build Trust Elevate Relationship Drive Interaction Inbound& Outbound Old New
- 17. www.marketingwiz.co Stimulus Read Reviews Ask Your Network Purchase Search Watch Videos
- 19. www.marketingwiz.co CEO On average 60% of a CEO’s time is spent in meetings. CEOs spend about 4.7 hours per week with consultants and only 1.3 hours with suppliers.
- 20. www.marketingwiz.co CFO If the CFO’s analysis shows that a solution can add value and improve operational efficiency they will focus on determining the best way to implement it.
- 21. www.marketingwiz.co CIO Today CIOs spend a lot of time on administration and not as much on IT research and development.
- 22. www.marketingwiz.co CMO CMOs are notorious for their short tenures, and not by choice. The average CMO keeps their position for about 19 months.
- 23. www.marketingwiz.co BUSINESS OWNERS Do Your Research! Time is vital to all business owners. Therefore, any strategy to sell to them requires being concise.
- 24. www.marketingwiz.co One Piece of Content
- 29. www.marketingwiz.co Remarketing provides a platform to Increase Your Brand in a 12 month period • Strategically stay in front of key decision makers • Decrease your cost per impression while remaining present • Own Your Markets, and amplify your Lead Nurture ROI
- 30. www.marketingwiz.co Every time we deliver New Content • Exposing the company’s name & brand • Building trust and gaining credibility • Increasing mindshare and selling opportunities We are:
- 31. www.marketingwiz.co Email Impressions Website Visits Request a Quote Email Opens Time on Content Social Media Follows Social Engagement Mobile / App Engagement
- 32. www.marketingwiz.co Getting Started 1. Identify your target audience 2. Plan your next 3 months of content 3. Leverage MarketingWiz.co to create meaningful content 4. Publish Content & schedule nurture messages
- 33. www.marketingwiz.co Create Your Mobile 1st Strategy
- 34. www.marketingwiz.co Leverage Our Global Network of Creative and Technical Partners
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