Content Marketing Explained: Theory and Real Life Examples


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If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.

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Content Marketing Explained: Theory and Real Life Examples

  1. 1. Content Marketing Explained Fishman PR Rachael Wachstein 630.269.3725
  2. 2. Overview • Content Marketing: The Golden Rule • What is Content Marketing? • The Content Marketing Process • Our Content Marketing Reality • Content Marketing Examples • Stay Tuned- Content Menu
  3. 3. THIS IS CONTENT MARKETING Our client had a recurring problem. Prospective customers consistently had the same questions about their services… Do we need to hire a biohazard remediation company? Can’t we do the clean up ourselves? Fishman PR created three short animations to address those issues with the intention of getting customers over their objections to hiring the client. The animations are used by the client in a variety of ways from email blasts, as resources on their website and in direct communications with potential clients. Content marketing for franchise systems comes down to creating content that prepares the franchise prospect or customer to close a deal or make a purchase.
  4. 4. What is Content Marketing? Content marketing is the practice of communicating with your target audience without hard selling. Instead, you are delivering high quality information that makes the consumer or franchise prospect more intelligent. The idea of this strategy is that if a company delivers consistent, ongoing valuable information to target audiences, they will reward you with their business. WHAT IS CONTENT MARKETING?
  5. 5. Top Benefits of Content Marketing • Search Engine Optimization: Search engines reward businesses that publish quality, consistent content. Search engines are a major source of website traffic. • Lead Generation: Content is key to driving inbound traffic and converting leads. • Establish Expertise & Trust: Providing valuable information w/o direct selling establishes a brand as the trusted expert Who better to buy from, or do business with than the trusted expert? • Brand Awareness: Providing content of interest to the target audience will keep the brand top of mind. WHAT IS CONTENT MARKETING?
  6. 6. Content Marketing Content marketing can be utilized for many different purposes… – Franchise Development/B2B Sales – Consumer Sales – Customer Retention – Reputation Management WHAT IS CONTENT MARKETING?
  7. 7. Content Marketing for Franchise Development Buying Has Changed Forever The franchise buying process has fundamentally changed. It is no longer about the needs of the brand. Prospects are spending more time on the Web doing independent research, obtaining information from their peers and other third parties. Franchise brands that recognize this revolution in the franchise sales process and focus on the needs of prospects will experience system growth. WHAT IS CONTENT MARKETING?
  8. 8. A banner ad is an example of the old way of marketing a franchise opportunity. It is all about the brand and the franchise opportunity but does nothing to engage and educate prospects. The Entrepreneur’s Source also wants to sell franchises but they use a value added content marketing approach. WHAT IS CONTENT MARKETING?
  9. 9. Close The Content Marketing Process: Content Marketing in a Perfect World
  10. 10. INBOUND MARKETING FOR FRANCHISE LEAD GEN • Map out the sales process or cycle • Define your target audiences and develop buyer personas • Create content based on the sales cycle and buyer personas • Set conversion goals • Deploy the content strategy • Analyze results and modify accordingly The Content Marketing Process Strangers Visitors Leads Franchise SaleEvaluationAwareness
  11. 11. Close 1. Map out the sales process or cycle INBOUND MARKETING FOR FRANCHISE LEAD GEN What are the paths to take a franchise lead from awareness, to evaluation, to purchase? Start by determining the path a lead would take when navigating through the sales funnel.
  12. 12. Close 2. Define your target audiences and develop buyer personas INBOUND MARKETING FOR FRANCHISE LEAD GEN A buyer persona is a composite sketch, representative of a segment of your target market. A persona is focused on the roles and responsibilities of particular franchise prospects or customers that you are going to try to establish dialogue and conversation with. In franchise sales, the focus is on the desires, needs and problems of the franchise prospect. • What issues or problems do they have that the franchise opportunity can solve? • How will the franchise opportunity fulfill the needs of the franchise prospect? • What common questions and objections come up regarding the franchise opportunity? How will you answer these questions? • How will you get them over their objections?
  13. 13. Close 3. Create content based on the sales cycle and buyer personas INBOUND MARKETING FOR FRANCHISE LEAD GEN Problem/Solution: What are the three to five problems that your prospect is faced with that your franchise opportunity can solve for them? Success factors: What are the tangible or intangible metrics or rewards that the prospect associates with success, such as leaving the corporate world or income potential? Perceived barriers/Objections: What factors could prompt the prospect to question whether your franchise opportunity is right for them? Buying process: What process does this prospect follow in exploring and selecting a franchise opportunity? Decision criteria: What aspects does the prospect look at in evaluating and comparing your brand vs. alternative franchise opportunities? The decision criteria should include insights both from prospects who chose a competitor and those who decide not to invest in a franchise at all.
  14. 14. Close 4. Define your conversion goals INBOUND MARKETING FOR FRANCHISE LEAD GEN Conversions can take many forms. You have to know what action you want a prospect to take in order to get them there. • Filling out a franchise application • Requesting more information • Downloading an ebook or franchise report • Signing up for a newsletter • Scheduling an appointment • Making a purchase
  15. 15. Close Evaluation Visitors Leads INBOUND MARKETING FOR FRANCHISE LEAD GEN What content assets can be deployed to help advance franchise leads to the next stage in the buying cycle? Now that you know the paths a lead might take to convert into a franchisee, what type of content assets should they receive to nurture them along the way? Take an inventory of existing assets and identify assets that need to be developed. Deploy the content strategy. Awareness Whitepapers, Ebook, Kit, Checklist, How-To Video, Educational Webinar Evaluation Case Study, Franchisee Testimonials, FAQ, Franchise Report Franchise Sale Live Webinar w/Sales Team, Discovery Day, In Person Meeting 5. Deploy the content strategy
  16. 16. Close Email Marketing can be used at various stages of the buying cycle. INBOUND MARKETING FOR FRANCHISE LEAD GEN Drip email marketing programs Drip email marketing campaigns engage your franchise prospects with a series of email messages delivered at scheduled intervals. Over time, as people respond, you'll learn more about their needs and interests.
  17. 17. Close INBOUND MARKETING FOR FRANCHISE LEAD GEN Nurture email marketing programs Nurture email marketing campaigns are a type of drip marketing program that takes undecided franchise prospects along an educational path, keeping your franchise opportunity top of mind until the prospect becomes sales-ready.
  18. 18. Close Evaluation Visitors Leads INBOUND MARKETING FOR FRANCHISE LEAD GEN Example Content: Content can be offered as an incentive to fill out a lead generation form. The type of content downloaded and the information collected in the form will help segment prospects. Here’s what a conversion path may look like: Visit company blog >> Convert on ebook call-to-action >> Click through to site on ebook nurturing campaign >> Navigate to Get More Franchise Information Page >> Click through to site on franchisee testimonial nurture email and download franchise report>> Receive link to franchise application email >> submit franchise application>> Receive call from franchise development team >> Become a franchisee
  19. 19. Awareness Convert Close Strangers First you need to get prospects to your website or blog. PR - Raising awareness of the brand and franchise opportunity. Blogging - Creating high-quality content optimized for SEO. Content should not be overtly promotional or feature sales language at this stage. Social Media - Networking through channels like LinkedIn, Twitter, Facebook, etc. Paid Ads - Targeted social ads, PPC campaigns, etc. Word of Mouth - If your franchisees are happy, they will tell others about the opportunity. INBOUND MARKETING FOR FRANCHISE LEAD GEN
  20. 20. Content Marketing for Consumer Sales- The content marketing process for consumer sales is the same as the franchise sales process. Begin by mapping out the buying cycle, develop buyer personas, create content to move prospects further down the sales funnel, set KPIs, deploy your content strategy, measure, analyze and modify. WHAT IS CONTENT MARKETING?
  21. 21. Close Content Marketing Reality
  22. 22. In a perfect world you would follow the content marketing process laid out in the previous slides but the reality is that you have to start somewhere. The following are some of the projects we’ve worked on…
  23. 23. EXAMPLES OF CONTENT MARKETING Franchise Development Campaign - Blog, email Marketing, Online Outreach Target: Franchise Brokers Objective: Keep the franchise opportunity top of mind with brokers through engaging, informational and “ego baiting” content. Increase the number of franchise deals done through broker networks. Tactics: Created a blog specifically for franchise brokers, offer content that they care about, post content to the broker portals, create email drip campaigns targeted to brokers with useful information to help them sell the franchise opportunity to prospects. The comprehensive strategy focuses on audience engagement for greater lead potential. Brand Hub - Blog
  24. 24. Brand Hub (blogging platform) Target: Property Owners Objective: Customer Retention Tactics: Write unique, in depth articles on topics of interest to property owners. Success: The blog is the 4th most trafficked page on the website. We promote the blog with bi- monthly e-newsletters to their customer base. EXAMPLES OF CONTENT MARKETING Brand Hub - Blog
  25. 25. Brand Hub Target: Utility Company Executives and Program Managers Objective: Brand Awareness, Establishment of the brand as an expert in conservation products. Tactics: Write unique, in depth articles on topics of interest to utility company executives and program managers. Brand Hub Target: Law Enforcement, Funeral Directors, Crime Victims, Property Owners Objective: Brand Awareness, Lead Generation, Search Engine Optimization Tactics: Write unique, in depth articles on topics of interest to Law Enforcement and other target audiences, distribute content via eNewsletters and online outreach.. EXAMPLES OF CONTENT MARKETING Brand Hub - Blog
  26. 26. Social Media Engagement Target: Consumers and prospects Objective: Brand Awareness, Lead Generation, Search Engine Optimization Tactics: Write unique, thoughtful and engaging social media posts that focus on creating a community. We opened the page with 0 fans. Today we are at 18,000+ with no paid ad support. EXAMPLES OF CONTENT MARKETING Social Media Marketing
  27. 27. Email Marketing Target: Tradeshow attendees and franchise prospects Objective: Brand awareness, get attendees to visit the booth Tactics: Create email blasts and distribute at various intervals leading up to the show, institute a call to action by setting up an appointment scheduler EXAMPLES OF CONTENT MARKETING Email Marketing
  28. 28. Infographic Target: Law Enforcement Objective: Brand Awareness & Referrals, Inbound Links for Keywords Tactics: Pitch infographic to online influencers, authoritative websites & blogs. Newsletter/email Campaign Target: Property Owners Objective: Customer Retention Tactics: Send property owners a monthly newsletter with links to the brand hub where they can share content with their networks. EXAMPLES OF CONTENT MARKETING Infographics & eNewsletters
  29. 29. Animated Demonstration Videos Target: Customers with questions about the crime scene cleaning process Objective: Provide answers to common concerns, sales, SEO Tactics: Created a series of animated videos to explain the client’s process, online distribution of optimized video content for search engine ranking benefits EXAMPLES OF CONTENT MARKETING Documentary Short Target: Prospective clients and their families, media Objective: Provide insight into the benefits of having professional in home care for dementia patients vs. trying to do it yourself Tactics: Created a moving short documentary about a patient, her family and their caregiver to educate the public and generate media interest on the topic. *Animation and complex video production projects can be added for an additional fee Multimedia Content
  30. 30. EXAMPLES OF CONTENT MARKETING Online Media Outreach Target: Links to client brand hub from authoritative websites Objective: SEO, LEAD GENERATION Tactics: Created an infographic and pitch around Halloween and blood cleanup and conducted outreach to influential online sites. UMV: 45+ Million The placement resulted in a huge spike in website traffic. PR & Content Marketing Integration
  31. 31. CONTENT MARKETING MENU Do you need content? Purchase content as you need it.