1.
Utility Content – Be the Hero Your Clients Need
Breaking through the noise with content that serves a purpose!
Today we will discuss:
• Content Marketing
• Buyer Personas
• Creating and Sharing Content
• Responsive Design
• Maintaining Your Hero Status
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#FredNMT

2.
Content Marketing – Didn‟t that die?
Content marketing is alive and well! As long as it‟s useful.
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
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#FredNMT

3.
Content Marketing – Making it useful…
What is useful content marketing?
Ann Handley, author of Content Rules,
says the most important takeaway from her book is…
“Be relentlessly customer-focused and not corporate-focused.
Ask yourself…„What marketing will my customer
THANK me for?‟”
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#FredNMT

4.
Buyer Personas – Being customer focused…
Being customer focused means knowing them…
To paraphrase Adele Revella, founder of Buyer Persona Institute,
a buyer persona is defined as…
“A detailed profile of an example buyer that represents the real audience – the
buyer that you hope to persuade to buy your products, services or solution.”
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

5.
Buyer Personas – Have some fun…
 Who are they?
 What do they do?
 Why should they care
about your organization?
 Where are they and
where do they find you?
 How do you convert them
into a client or a fan?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

6.
Content – Give them the good stuff…
You know your audience, give them what they need…
You are an expert. Share your expert knowledge with them…
They don‟t know what you know!
• Write how-to posts
• Lists, reviews and other quick posts
• Instructional video and podcasts
• White papers and eBooks
• Your expert knowledge in their language
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

7.
Content – Don‟t waste great content…
You create good content almost daily…
Ideas, inspiration, and the stuff your audience needs…
Right under your nose…
• Emails
• Conversations
• Presentations
• Sales materials
• Ideas are everywhere!
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

8.
Responsive Design – Utility and Mobile
Mobile is made for utility content…
This is situational. Think through the user experience.
What do your customers need from you on mobile?
• Video how-to content
• Directions, number, hours, etc.
• Pricing, product reviews
• Social media channels
• Account information
• Content suggestions
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

9.
Responsive Design – Utility and Mobile
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

10.
Maintaining Your Hero Status
Heroes are consistent, reliable, always save the day…
Be there in their time of need…
• Stay on top of trends, read!
• Revisit personas, anything change?
• Where are your connections?
• Where aren‟t your connections?
• Is your content still relevant?
• Can you repurpose existing content?
• Are you sharing in other ways?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

11.
Maintaining Your Hero Status
Always be thinking…
“…What marketing will my customer
THANK me for?”
• Are you getting thanks?
• When? With what?
• Can you duplicate?
• Can you expand the effort?
• What else do they need?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

12.
Resources
Blogs and books…
Things to do…
• www.woodstreet.com
• Subscribe to blogs
• www.marketingprofs.com
• Attend seminars
• www.contentmarketinginstitute.com
• Google Alerts or something similar
• www.zeromomentoftruth.com
• READ
• www.mediapost.com
• Write every day
• www.spinsucks.com
• Learn how to shoot video
• www.contentrulesbook.com
• Learn how to take good pictures
• www.optimizebook.com
• Listen to yourself!
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet

13.
Questions?
Contact me…
• www.woodstreet.com
• jbailey@woodst.com
• @woodstreetweb
• @jonmikelbailey
• Facebook.com/woodstreetweb
• Also on Pinterest, Google+, LinkedIn
• 301.668.5006 x101
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet