Content is King: Make Your Brand Queen

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82% of marketers are using content marketing to drive sales, offering the highest ROI and the most profitable customers. Not sure how to get started with a marketing strategy? Looking for ways to offer more effective content? Learn how in this presentation.

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  • Preso for 82% of marketers are using content marketing to drive sales, offering the highest ROI and the most profitable customers. Not sure how to get started with a marketing strategy? Looking for ways to offer more effective content? Join us for an action-packed, interactive session that will get your creative juices flowing. Bring your questions and a sense of humor.
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  • Content is King: Make Your Brand Queen

    1. 1. Content is King@RainMakingMkt @RaniMonson
    2. 2. Let’s Make the Most of Our Time slideshare.net/ranimonson/@RainMakingMkt @RaniMonson
    3. 3. Hypocrite Oath@RainMakingMkt @RaniMonson
    4. 4. @RainMakingMkt @RaniMonson
    5. 5. What Content Marketing Isn’t • A hard sell • A push of your product / service / offering • Icky@RainMakingMkt @RaniMonson
    6. 6. What’s Content Marketing Is: Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.@RainMakingMkt @RaniMonson
    7. 7. Content Marketing Format Channels to Share • Written • White papers • Audio • ebooks • Visual • Infographics • Case studies • Video • how-to guides • Q&A’s • Photos • Email newsletter • Social media • Testimonials@RainMakingMkt @RaniMonson
    8. 8. Why Content Marketing Matters Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers@RainMakingMkt @RaniMonson
    9. 9. Why Content Marketing Works • Demonstrates your expertise • Provide a sense of who you are and how you work – before they buy • Create trust and loyalty when you’re giving something away for free – People buy from someone they trust • Attract targeted prospects aligned with your content@RainMakingMkt @RaniMonson
    10. 10. Why Marketers Love Content Marketing THE GOOD NEWS@RainMakingMkt @RaniMonson
    11. 11. Marketers Are Using Content • 87% of US B2B marketers used content marketing in 2012 • An increase of 5%@RainMakingMkt @RaniMonson
    12. 12. Importance of Content Increasing • 91% of now use content marketing • 54% of plan to increase or significantly increase content marketing spend over next 12 months • On average, 33% of the marketing budget will be spent on B2B content marketing • And the amount being spent is growing! – Hello career change!@RainMakingMkt @RaniMonson
    13. 13. Content Vaults to No. 1 Marketing Priority for 2013@RainMakingMkt @RaniMonson
    14. 14. Content is the Most Effective@RainMakingMkt @RaniMonson
    15. 15. Why Marketers Hate Content Marketing THE BAD NEWS@RainMakingMkt @RaniMonson
    16. 16. Creating Original Content Is Hard • 69% of marketers say it’s their biggest challenge@RainMakingMkt @RaniMonson
    17. 17. DON’T CRY – OR LEAVE WE’LL WORK THROUGH THIS@RainMakingMkt @RaniMonson
    18. 18. Expectations of Content Marketing1) Brand awareness -- 79%2) Customer acquisition -- 74%3) Lead generation -- 71%@RainMakingMkt @RaniMonson
    19. 19. @RainMakingMkt @RaniMonson
    20. 20. The Smaller the Company (budget)… • The more important content marketing is • Most cost-effective with the highest ROI@RainMakingMkt @RaniMonson
    21. 21. Small Businesses Say Content is Key@RainMakingMkt @RaniMonson
    22. 22. TELL ME HOW TO CREATE CONTENT ALREADY…@RainMakingMkt @RaniMonson
    23. 23. The Process: Content Strategy | Execution 1. Identify audience 2. Determine frequency 3. Create an editorial calendar 4. Identify | create content 5. Share 6. Measure 7. Adjust 8. Repeat!@RainMakingMkt @RaniMonson
    24. 24. Think About Your Target Audience• Current | Potential Customers• What keeps them up at night?• Can you provide insight?• To-Do: – Identify content areas of interest@RainMakingMkt @RaniMonson
    25. 25. @RainMakingMkt @RaniMonson
    26. 26. Frequency • To-Do: – Identify how frequently you can share content – Be realistic@RainMakingMkt @RaniMonson
    27. 27. Drive Content Marketing Strategy from Your Blog@RainMakingMkt @RaniMonson
    28. 28. @RainMakingMkt @RaniMonson
    29. 29. Create an Editorial Calendar• It doesn’t have to be fancy• Make it something you will use• To Do – Pick calendar format@RainMakingMkt @RaniMonson
    30. 30. Content Calendar • Plan ahead to reinforce your key messages • Block out rolling 13 months of what you know • Holidays • Seasons • Industry events / conferences • Your vacation@RainMakingMkt @RaniMonson
    31. 31. Identify | Create Content@RainMakingMkt @RaniMonson
    32. 32. Curate Content for Calendar• It Doesn’t All Have to be Original• Content you curate is created by someone else – And you give them credit for their work• Don’t plagiarize, steal, etc. – It’s bad content karma• Sources: – Industry websites / trade publications / analysts – Your business partners – Guest bloggers – Competitors@RainMakingMkt @RaniMonson @RaniMonson
    33. 33. Evergreen Content What is it? Examples • It’s always relevant / • FAQs green • Case studies • Plan: Ready ahead of • Lessons learned time • Recycle popular content • Have a list handy – plug • Guest writers in as needed • How-to guides • Q&A • Historical industry info • Calendar of events@RainMakingMkt @RaniMonson
    34. 34. Augment With Timely Content Be careful with: • Current events • Politics • Religion Typically safe: • Industry news • Emerging trends • Data / facts • Research reports@RainMakingMkt @RaniMonson
    35. 35. Truth is Stranger Than Fiction Did you know today is “ Big Wind Day” & “Russian Cosmonaut Day”@RainMakingMkt @RaniMonson
    36. 36. HOW YA FEELIN’?@RainMakingMkt @RaniMonson @RaniMonson
    37. 37. Share Content• Post to blog• Repost / repurpose your own content – Share on LinkedIn / social • Start a dialogue – Email newsletter• To Do: – Identify where to share@RainMakingMkt @RaniMonson
    38. 38. Measure Your Content • What works • To do: – Plan what day each week / month you will look at metrics@RainMakingMkt @RaniMonson
    39. 39. Review the Editorial Calendar • Review the Editorial Calendar • What’s changed? • New things to add? • What’s working / not working • To do: – Determine what day each week / month you will review the calendar@RainMakingMkt @RaniMonson
    40. 40. Recap of To-Dos • Identify content areas of interest to target audience • Determine how frequently you can share content • Pick calendar format • Create editorial calendar • Share content • Measure • Review / Refine • Repeat@RainMakingMkt @RaniMonson
    41. 41. Rani Monson rani@RainMakingMarketing.com http://www.slideshare.net/ranimonson Q&A@RainMakingMkt @RaniMonson

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