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Wood Street - Content Marketing - How to use content to win business, and build trust

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Wood Street - Content Marketing - How to use content to win business, and build trust

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An overview of content marketing concepts and principles combined with examples, resources and exercises. This slideshow simplifies Content Marketing in a way that makes it possible for any business to get started.

An overview of content marketing concepts and principles combined with examples, resources and exercises. This slideshow simplifies Content Marketing in a way that makes it possible for any business to get started.

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Wood Street - Content Marketing - How to use content to win business, and build trust

  1. 1. Content Marketing How to use content to win business, and build trust… www.woodstreet.com @jonmikelbailey
  2. 2. What is Content Marketing? “Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.” - Robert Rose, from Content Marketing Institute www.woodstreet.com @jonmikelbailey
  3. 3. What we’ll talk about 1. Types of Content 2. Buyer Personas 3. Content marketing channels… Social, Email, Blog, Mobile 4. Editorial Calendars www.woodstreet.com @jonmikelbailey
  4. 4. Types of Content “Expert” Content Educational Content • Reviews • Blogs • Testimonials • Videos • Instructional Posts • Podcasts Curated Content Conversion Content • RSS Feeds • Product Overviews • Social Marketing • Email Newsletters • Channels like ScoopIt! • Landing Pages www.woodstreet.com @jonmikelbailey
  5. 5. Expert Content You are an expert! Yes, you! How does your audience know this? • Others tell them • You show them how to do things • You answer their questions • You have fans promote your stuff www.woodstreet.com @jonmikelbailey
  6. 6. Educational Content Your target audience needs your help! They don’t know what you know! • Write how-top posts • Top 10 Lists • Instructional video and podcasts • Your expert knowledge in their language www.woodstreet.com @jonmikelbailey
  7. 7. Curated Content Your are not the only resource! Share other’s useful content! • Gather content via email, alerts & RSS • Share that content on social channels • Open up guest posting on your blog www.woodstreet.com @jonmikelbailey
  8. 8. Conversion Content You still need to sell! How can you use content to convert? • “Give away” eBooks, Whitepapers • Instructional content with a call to action • Content makes the sale, explain the benefits www.woodstreet.com @jonmikelbailey
  9. 9. Buyer Personas Define Your Target Audience 1. Identify groups 2. Develop “characters” 3. List common characteristics 4. List their needs 5. List your goals www.woodstreet.com @jonmikelbailey
  10. 10. Buyer Personas - Source - http://blog.kissmetrics.com/increase-conversions-using-roles www.woodstreet.com @jonmikelbailey
  11. 11. First Exercise – Buyer Persona Chart 1. Develop buyer persona chart for one member 2. Share and discuss www.woodstreet.com @jonmikelbailey
  12. 12. Content Marketing Channels • These are your content “outposts” • Use content to attract site visitors • Build your blog outreach • Become a resource • Seek syndication www.woodstreet.com @jonmikelbailey
  13. 13. Content Marketing Channels • Social channels • Email Newsletters • Seminars and SlideShare • BizSugar and other directories • Optimize for mobile!!! www.woodstreet.com @jonmikelbailey
  14. 14. Editorial Calendar Month Topic Date Author Persona Channels Jan Mobile Marketing 1/7/13 Jon Brad Social… Feb Trade Show Mktg 2/7/13 Jon Jennifer Email… Chart Headings: • Date • Publish Date • Target Audience • Metrics • Title/Description • Type of Content • Distribution Channels • Notes • Status • Producer • Promotion Channels • Due Date • Editor • Tags www.woodstreet.com @jonmikelbailey
  15. 15. Exercise: Editorial Calendar Develop a sample 3 month editorial calendar for same company as the personas… Month Topic Date Author Persona Channels 1. Same company Jan Mobile Marketing 1/7/13 Jon Brad Social… 2. Use headings below Feb Trade Show Mktg 2/7/13 Jon Jennifer Email… Chart Headings: • Date • Publish Date • Target Audience • Metrics • Title/Description • Type of Content • Distribution Channels • Notes • Status • Producer • Promotion Channels • Due Date • Editor • Tags www.woodstreet.com @jonmikelbailey
  16. 16. And I’ll leave you with a quote… I asked Ann Handley, author of Content Rules, what the most important takeaway from her book was… “Be relentlessly customer-focused and not corporate-focused. Ask yourself, as a business owner… ‘What marketing will my customer THANK me for?’” www.woodstreet.com @jonmikelbailey
  17. 17. QUESTIONS??? Suggested resources: Contact me: www.woodstreet.com www.woodstreet.com www.marketingprofs.com jbailey@woodst.com www.contentmarketinginstitute.com @woodstreetweb www.zeromomentoftruth.com @jonmikelbailey www.mediapost.com Facebook.com/woodstreetweb www.heidicohen.com 301.668.5006 x101 Read these two books… Content Rules! And Optimize! www.woodstreet.com @jonmikelbailey

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