Content Marketing        How to use content        to win business, and           build trust…www.woodstreet.com      @jon...
What is Content Marketing?“Traditional marketing and advertising is telling the      world you’re a rock star.Content Mark...
What we’ll talk about1. Types of Content2. Buyer Personas3. Content marketing channels…       Social, Email, Blog, Mobile4...
Types of Content“Expert” Content              Educational Content   • Reviews                     • Blogs   • Testimonials...
Expert Content                     You are an expert! Yes, you!                     How does your audience know this?     ...
Educational Content                     Your target audience needs your help!                     They don’t know what you...
Curated Content                      Your are not the only resource!                      Share other’s useful content!   ...
Conversion Content                      You still need to sell!                      How can you use content to convert?  ...
Buyer Personas                     Define Your Target Audience                     1. Identify groups                     ...
Buyer Personas      - Source - http://blog.kissmetrics.com/increase-conversions-using-roleswww.woodstreet.com             ...
First Exercise – Buyer Persona Chart1. Develop buyer persona   chart for one member2. Share and discuss    www.woodstreet....
Content Marketing Channels                     • These are your content “outposts”                     • Use content to at...
Content Marketing Channels                     • Social channels                     • Email Newsletters                  ...
Editorial CalendarMonth       Topic                 Date          Author         Persona        ChannelsJan         Mobile...
Exercise: Editorial CalendarDevelop a sample 3 month editorial calendar for same company as the personas…                 ...
And I’ll leave you with a quote…  I asked Ann Handley, author of Content Rules,  what the most important takeaway from her...
QUESTIONS???Suggested resources:                Contact me:www.woodstreet.com                  www.woodstreet.comwww.marke...
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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.

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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 about1. Types of Content2. Buyer Personas3. Content marketing channels… Social, Email, Blog, Mobile4. Editorial Calendars www.woodstreet.com @jonmikelbailey
  4. 4. Types of Content“Expert” Content Educational Content • Reviews • Blogs • Testimonials • Videos • Instructional Posts • PodcastsCurated 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 stuffwww.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 languagewww.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 goalswww.woodstreet.com @jonmikelbailey
  10. 10. Buyer Personas - Source - http://blog.kissmetrics.com/increase-conversions-using-roleswww.woodstreet.com @jonmikelbailey
  11. 11. First Exercise – Buyer Persona Chart1. Develop buyer persona chart for one member2. 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 syndicationwww.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 CalendarMonth Topic Date Author Persona ChannelsJan 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 CalendarDevelop 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.comwww.marketingprofs.com jbailey@woodst.comwww.contentmarketinginstitute.com @woodstreetwebwww.zeromomentoftruth.com @jonmikelbaileywww.mediapost.com Facebook.com/woodstreetwebwww.heidicohen.com 301.668.5006 x101 Read these two books… Content Rules! And Optimize!www.woodstreet.com @jonmikelbailey

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