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Content: Secret Sauce of the Marketing Boss

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With customers paying less and less attention to
traditional marketing messages, smart marketers are
harnessing the power of value-focused content to
attract and retain business. Are you?

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Content: Secret Sauce of the Marketing Boss

  1. 1. Content:Secret Sauceof theMarketingBossWednesday, June 13, 2012
  2. 2. AGENDAContent: Secret Sauce of the Marketing Boss
  3. 3. Welcome!11:00 – 11:15 Network, get food, grab a seat11:15 – 11:30 • Introductions • Your Marketing Challenges11:30 – 12:00 • Marketing: Then and Now • Who Is Today‘s Consumer? • Bridging the Gap With Quality Content12:00 – 12:15 Break12:15 – 12:45 • Content Marketing Case Studies • How to Get Started12:45 – 1:00 • Q&A • Door Prizes! • Next Steps
  4. 4. YOUR MARKETINGCHALLENGESContent: Secret Sauce of the Marketing Boss
  5. 5. What brought you here today?
  6. 6. MARKETING:THEN AND NOWContent: Secret Sauce of the Marketing Boss
  7. 7. Marketing … Then Interruption-basedFocused on features and benefits High-pressure
  8. 8. Marketing … NowInterruption-based?
  9. 9. Marketing … NowFeatures and benefits?
  10. 10. Marketing … NowHigh-pressure?
  11. 11. WHO IS TODAY’SCONSUMER?Content: Secret Sauce of the Marketing Boss
  12. 12. Who is Today’s Consumer? Informed SkepticalGoes out of his way to avoid marketing messages Trust first, business later
  13. 13. Who Is Today’s Consumer?―In the new reality, customers choose which messages to listen to and which marketers to let in the door. The days of … ‗interruption marketing‘ areover. The future is in ‗invitation marketing.‘‖ - Get Content, Get Customers by Joe Pulizzi and Newt Barrett
  14. 14. BRIDGING THE GAP WITHQUALITY CONTENTContent: Secret Sauce of the Marketing Boss
  15. 15. What Is Content Marketing? ―Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood targetaudience—with the objective of driving profitable customer action.‖ - Content Marketing Institute (emphasis mine)
  16. 16. What Is Content Marketing? ―Basically, content marketing is the art ofcommunicating with yourcustomers and prospects without selling.‖ - Content Marketing Institute
  17. 17. Other Names for Content Marketing• Custom publishing• Custom media• Customer media• Customer publishing• Member media• Private media• Branded content• Corporate media• Corporate publishing• Corporate journalism• Branded media
  18. 18. Traditional vs. Content MarketingTraditional Content Billboards Marketing Print Ads How-To Videos Direct Mail Webinars Online Ads White PapersPromotional Blogs Emails E-Newsletters
  19. 19. Traditional vs. Content MarketingTraditional Content ―Buy my Marketing stuff‖ ―I‘m here to help‖
  20. 20. Traditional vs.Content Marketing Traditional Content Marketing
  21. 21. BREAKContent: Secret Sauce of the Marketing Boss
  22. 22. CONTENT MARKETINGCASE STUDIESContent: Secret Sauce of the Marketing Boss
  23. 23. CASE STUDY: US ARMYContent: Secret Sauce of the Marketing Boss
  24. 24. US Army
  25. 25. US Armyarmystrongstories.com Over 170 bloggers Over 10,000 visits per month
  26. 26. CASE STUDY: BLENDTECContent: Secret Sauce of the Marketing Boss
  27. 27. BlendTec 700% increase in sales revenue Over 419,000 YouTube subscribersOver 194 million video views
  28. 28. CASE STUDY: HUBSPOTContent: Secret Sauce of the Marketing Boss
  29. 29. HubSpot
  30. 30. HubSpot
  31. 31. HubSpot Blog is their third-biggest source of leads Webinars attract between5,000 and 12,000 attendees YouTube videos generate 20,000+ views
  32. 32. GETTING STARTED INCONTENT MARKETINGContent: Secret Sauce of the Marketing Boss
  33. 33. Step 1: Know Your Customer Their needs Their challenges Their frustrations Their knowledge gaps
  34. 34. Step 2: Know Your Content Sources Your teamYour frequently asked questions Your experience Your customers
  35. 35. Step 3: Choose Your Media Text
  36. 36. Step 3: Choose Your Media Video
  37. 37. Step 3: Choose Your Media Audio
  38. 38. Step 3: Choose Your Media Interactive
  39. 39. Step 4: Choose Your Delivery Methods Website or Microsite
  40. 40. Step 4: Choose Your Delivery Methods Blog
  41. 41. Step 4: Choose Your Delivery Methods Social Media
  42. 42. Step 4: Choose Your Delivery Methods Email
  43. 43. Step 5: Make a Plan Who What When Where How
  44. 44. Step 6: Execute,Measure, ReviseFollow your plan Measure resultsRevise as neededRinse … repeat!
  45. 45. If you like what you heard today …rachel@resonancesocialmedia.com 713-595-6639
  46. 46. THANK YOU!Content: Secret Sauce of the Marketing Boss

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