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Content Marketing: A Reality Check for your Business in 2015

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Your content strategy is essential. If you're not investing in a strategy that helps you connect with your target audience, you aren't relevant to your target audience. This presentation will help anyone who thinks content marketing is optional in today's ever-changing digital world. Because, quite frankly, it's not an option anymore. In this guide:

2 Case Studies that illustrate the importance of Content Marketing - company generated and user-generated; 13 Facts about the way people consume online media today; the importance of knowing your customer; how to get started with creating Buyer Personas; and helpful tools and resources for your content marketing strategies.

To learn more about content marketing, or to schedule a consultation, visit http://maximizedigitalmedia.com

Published in: Business

Content Marketing: A Reality Check for your Business in 2015

  1. 1. Content: A Reality Check for Business in 2015 13 Smart Marketing Realities you Cannot Afford to Ignore Anymore
  2. 2. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Let’s Start With 2 Case Studies
  3. 3. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Marcus Sheridan: River Pools and Spas in Warsaw,Virginia • Answered the questions he’d answered for years • Wrote them down as blog posts. • Customers Qualified themselves • 2007: Spent $250K in advertising to achieve $4 million in sales. • 2011: Spent $20K to achieve $4.5 Million in sales
  4. 4. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Let’s Start with 2 Case Studies
  5. 5. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com ALS Ice Bucket Challenge • Raised over $100 Million in one month • Accessible and Fun • User-Generated, based on what the PEOPLE wanted to do/say • Networked Social Proof • Understandable, compelling cause
  6. 6. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Content is at the center of both stories: !  Company Generated Content !  User-Generated Content What can we learn from them?
  7. 7. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Your # 1 goal: to be the trusted, respected, expert resource within your business industry. Wherever your customers may be. To succeed online…
  8. 8. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Content is Essential Because Social Media won’t work without SOMETHING to put on the platform
  9. 9. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Digital Marketing without content is like… A hamburger without meat A bucket without water A gun without ammunition A suitcase without clothes
  10. 10. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Social Media is the Fire Content is the gasoline. - Jay Baer YouTility
  11. 11. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Be useful. Marketing is… what the customer wants.. not what you want to tell them.
  12. 12. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Give away content that people would pay for. What’s in it for you? The power of the sharing economy.
  13. 13. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Change your mindset. If you set them free… they will be yours forever.
  14. 14. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Change your game plan. “Old school” marketing in the “new school’s” platform doesn’t work.
  15. 15. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Trust doesn’t come (or stay) free. You have to work to build it and you have to work to keep it.
  16. 16. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Authentic stories & conversations. What you do for your customers creates the story, all you have to do is tell it.
  17. 17. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com They don’t want to talk to you…yet. Before they buy from you, they will research (aka “stalk”) you. Calling is a last resort.
  18. 18. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com The customer controls the marketplace. Meet their demands or they will find someone who will.
  19. 19. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com The one with the (best) content wins. If everything else is the same, content tips the scales. Winner takes all.
  20. 20. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Get your employees on the bandwagon. Start hiring differently Your company culture needs a facelift.
  21. 21. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Your biggest competition? Lost teeth first steps bad days kittens.
  22. 22. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Nothing stays the same. Be ready to adapt. Anyone buy a cassette lately?
  23. 23. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Know your customer. “Everyone” is not your customer Buyer Personas
  24. 24. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Where do you start?
  25. 25. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Do you know your customer?
  26. 26. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Buyer Personas
  27. 27. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Buyer Personas? Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations and concerns.
  28. 28. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com
  29. 29. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Buyer Personas: Questions to ask !  What is their job/role? !  What are their demographics? !  What does a day in their life look like? !  What are their challenges or pain points? What do you help them solve? !  Where do they go for information? !  What do they value most? What are their goals? !  What are their common objections to products or services? !  What do they search for on Google?
  30. 30. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Resources ! Maximize Digital Media! ! HubSpot ! Marketo ! YouTility by Jay Baer http://www.youtilitybook.com/ ! Convince and Convert (Jay’s Blog) ! Content Marketing Institute
  31. 31. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Tools for Curation (Content Discovery)
  32. 32. © Maximize Digital Media, 2015 | MaximizeDigitalMedia.com Tools for Organizing ! Evernote !  (This will change your life!) ! Dropbox or Google Drive ! Pocket (save things for later) ! Buffer (posting to multiple channels) !  Helpful for teams

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