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HandsOnWP.com @nick_batik@sandi_batik
How to Use Content
Marketing to Attract Your
Target Audience
Austin WordPress Meetup...
HandsOnWP.com @nick_batik@sandi_batik
Content
Marketing is
connecting with
and opening
a channel of
dialogue with
your aud...
HandsOnWP.com @nick_batik@sandi_batik
Content Marketing Starts
With Sharing Your Story
HandsOnWP.com @nick_batik@sandi_batik
Developing Your Story
• Before you can attract
customers, you have to
develop your b...
HandsOnWP.com @nick_batik@sandi_batik
WordPress makes it easier than
ever before to communicate
with your Ideal Customer
HandsOnWP.com @nick_batik@sandi_batik
Who Is Your Ideal
Customer?
HandsOnWP.com @nick_batik@sandi_batik
Identifying Your Target
Audience
• Someone who can afford what you
sell
• Someone yo...
HandsOnWP.com @nick_batik@sandi_batik
Developing User Stories
• I help _______________
• Do _________________
• So they ca...
HandsOnWP.com @nick_batik@sandi_batik
Key Steps to Getting
Content Marketing Right
• Identify your clients’ pain points
• ...
HandsOnWP.com @nick_batik@sandi_batik
Social Media is Part of
Content Marketing
• Know which social media platforms
your t...
HandsOnWP.com @nick_batik@sandi_batik
Attract Attention
Increase Engagement
• Asking your readers to comment on a blog pos...
HandsOnWP.com @nick_batik@sandi_batik
5-step System to Write Copy That Consistently
Attracts Your Target Clients & Organic...
HandsOnWP.com @nick_batik@sandi_batik
Step 1
Take the time to
analyze what
information your
target market is
looking for a...
HandsOnWP.com @nick_batik@sandi_batik
Step 2
Set your Categories
to those high-level
topics that
represent the topics
your...
HandsOnWP.com @nick_batik@sandi_batik
Step 3
Turn on the Idea
machine
- Look for ongoing topic
conversations-online &
off
...
HandsOnWP.com @nick_batik@sandi_batik
Step 4
Tune Your
Idea Machine
Feedly
https://feedly.com/i/welco
me
Google Alerts
htt...
HandsOnWP.com @nick_batik@sandi_batik
Step 5
Use a Content
Framework
• Every thing I know
about writing I owe
to:
• Mother...
HandsOnWP.com @nick_batik@sandi_batik
The WordPress Blogger
Six Step Framework
HandsOnWP.com @nick_batik@sandi_batik
The Promise
Your blog introduction should outline the promise of what you will
deliv...
HandsOnWP.com @nick_batik@sandi_batik
The Problem
Next, your content needs to outline the problem your
readers are facing ...
HandsOnWP.com @nick_batik@sandi_batik
Myth busting
This is the part of the blog or Cornerstone copy you position
yourself ...
HandsOnWP.com @nick_batik@sandi_batik
The Method
In this section of your content you actually teach your
3 to 7 teaching p...
HandsOnWP.com @nick_batik@sandi_batik
The Do’s & Don’ts
In this section you outline the some of the tips for
advanced user...
HandsOnWP.com @nick_batik@sandi_batik
Next Steps
Finish off your piece of content with a call to action or
an action step....
HandsOnWP.com @nick_batik@sandi_batik
Content Creation
Check List
• Check your “inspiration sources” for content ideas
• C...
HandsOnWP.com @nick_batik@sandi_batik
Content Creation
Check List
• Fill in the SEO fields
• Write your first draft
• Go b...
HandsOnWP.com @nick_batik@sandi_batik
Content Creation
Check List
• Add an excerpt
• Read it again
• Publish
• Check your ...
HandsOnWP.com @nick_batik@sandi_batik
Cool Tools To Help Build
Your Content Marketing Strategy
HandsOnWP.com @nick_batik@sandi_batik
Edit Flow
An editorial workflow management system
https://wordpress.org/plugins/edit...
HandsOnWP.com @nick_batik@sandi_batik
Table Press
allows you to add tables into your WordPress posts
and pages
without wri...
HandsOnWP.com @nick_batik@sandi_batik
Canva
intuitive drag and drop interface creates
beautiful graphic designs edit image...
HandsOnWP.com @nick_batik@sandi_batik
PictoChart
create beautiful infographics charts and presentations
http://piktochart....
HandsOnWP.com @nick_batik@sandi_batik
Engagement Grower
creates a customizable related post section
https://wordpress.org/...
HandsOnWP.com @nick_batik@sandi_batik
Navigation Tips and Tricks
What Issues are Tripping You Up?
HandsOnWP.com @nick_batik@sandi_batik
Broken Link Checker
https://wordpress.org/plugins/broken-link-checker/
HandsOnWP.com @nick_batik@sandi_batik
Navigation Resources
WordPress Mega Cheat Sheet
http://wptricks.net/monster-wordpres...
HandsOnWP.com @nick_batik@sandi_batik
Sandi Batik
Introvert Freelancer, WordPress evangelist,
consultant, trainer, curricu...
HandsOnWP.com @nick_batik@sandi_batik
Nick Batik
Chief Technical Officer
Senior WordPress Back-end Developer
Information A...
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How to use content marketing to attract your target audience

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Content Marketing is simply connecting with, and opening a channel of dialogue with your target audience. The proven way to do this is creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience. We will examine the best ways for you to identify your audience; understand how your audience currently engages with your site; share tips for creating engaging content; and finally review tools and processes to measure, optimize, repeat successful engagement. Sandi Batik shares a Five-Step Content Marketing process to help you focus and tune your site’s message to attract your target audience.

Published in: Marketing
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How to use content marketing to attract your target audience

  1. 1. HandsOnWP.com @nick_batik@sandi_batik How to Use Content Marketing to Attract Your Target Audience Austin WordPress Meetup June 19, 2017 Presented By Sandi Batik & Nick Batik
  2. 2. HandsOnWP.com @nick_batik@sandi_batik Content Marketing is connecting with and opening a channel of dialogue with your audience
  3. 3. HandsOnWP.com @nick_batik@sandi_batik Content Marketing Starts With Sharing Your Story
  4. 4. HandsOnWP.com @nick_batik@sandi_batik Developing Your Story • Before you can attract customers, you have to develop your brand • Who are you as a company? • What is your purpose? • Who are you trying to help? • What makes you unique? • Why are you trying to help them?
  5. 5. HandsOnWP.com @nick_batik@sandi_batik WordPress makes it easier than ever before to communicate with your Ideal Customer
  6. 6. HandsOnWP.com @nick_batik@sandi_batik Who Is Your Ideal Customer?
  7. 7. HandsOnWP.com @nick_batik@sandi_batik Identifying Your Target Audience • Someone who can afford what you sell • Someone you enjoy serving • A detailed client persona will help you focus your Content Marketing to your targeted audience • Be as specific as possible • Identify the exact kinds of individuals you want to attract • Their age, gender, fears, hopes, challenges, and interests
  8. 8. HandsOnWP.com @nick_batik@sandi_batik Developing User Stories • I help _______________ • Do _________________ • So they can ___________________ _
  9. 9. HandsOnWP.com @nick_batik@sandi_batik Key Steps to Getting Content Marketing Right • Identify your clients’ pain points • Describe how your services can effectively address/solve those pain points • Create a focused content development plan based on your client persona and user stories
  10. 10. HandsOnWP.com @nick_batik@sandi_batik Social Media is Part of Content Marketing • Know which social media platforms your target audience is most likely to use • Test on that social media platform and analyze customer engagement • Cultivate relationships: with prospects, customers, influencers • Always send people back to your website
  11. 11. HandsOnWP.com @nick_batik@sandi_batik Attract Attention Increase Engagement • Asking your readers to comment on a blog post • Asking your readers to share an article or podcast • Asking customers to participate in a poll or survey • Encouraging site visitors to download a free video or training course • Persuading people to subscribe to your email newsletter • Asking people to follow you on social media
  12. 12. HandsOnWP.com @nick_batik@sandi_batik 5-step System to Write Copy That Consistently Attracts Your Target Clients & Organically Build SEO
  13. 13. HandsOnWP.com @nick_batik@sandi_batik Step 1 Take the time to analyze what information your target market is looking for and why. What problems are they trying to solve?
  14. 14. HandsOnWP.com @nick_batik@sandi_batik Step 2 Set your Categories to those high-level topics that represent the topics your clients are seeking
  15. 15. HandsOnWP.com @nick_batik@sandi_batik Step 3 Turn on the Idea machine - Look for ongoing topic conversations-online & off - Use your blog and Cornerstone pages to express your unique value as an industry expert
  16. 16. HandsOnWP.com @nick_batik@sandi_batik Step 4 Tune Your Idea Machine Feedly https://feedly.com/i/welco me Google Alerts http://www.wikihow.com/U se-Google-Alerts
  17. 17. HandsOnWP.com @nick_batik@sandi_batik Step 5 Use a Content Framework • Every thing I know about writing I owe to: • Mother Mary Gerald • Copyblogger • & Troy Dean
  18. 18. HandsOnWP.com @nick_batik@sandi_batik The WordPress Blogger Six Step Framework
  19. 19. HandsOnWP.com @nick_batik@sandi_batik The Promise Your blog introduction should outline the promise of what you will deliver The 'Big Why' someone invest their time with you and how will they benefit?
  20. 20. HandsOnWP.com @nick_batik@sandi_batik The Problem Next, your content needs to outline the problem your readers are facing - which reinforces why they need read your article
  21. 21. HandsOnWP.com @nick_batik@sandi_batik Myth busting This is the part of the blog or Cornerstone copy you position yourself as an expert by busting a common myth your readers are likely to believe.
  22. 22. HandsOnWP.com @nick_batik@sandi_batik The Method In this section of your content you actually teach your 3 to 7 teaching points.
  23. 23. HandsOnWP.com @nick_batik@sandi_batik The Do’s & Don’ts In this section you outline the some of the tips for advanced users and the mistakes that newcomers make.
  24. 24. HandsOnWP.com @nick_batik@sandi_batik Next Steps Finish off your piece of content with a call to action or an action step. Give your readers something to do and they are far more likely to remember you
  25. 25. HandsOnWP.com @nick_batik@sandi_batik Content Creation Check List • Check your “inspiration sources” for content ideas • Choose a headline • Check keyword competition and edit your headline as needed • Research and plan your article • Choose your category and add tags
  26. 26. HandsOnWP.com @nick_batik@sandi_batik Content Creation Check List • Fill in the SEO fields • Write your first draft • Go back and edit out cliches and add keywords and phrases • Add images, video, and/or other rich content • Re-read it. Edit.
  27. 27. HandsOnWP.com @nick_batik@sandi_batik Content Creation Check List • Add an excerpt • Read it again • Publish • Check your editorial schedule for the next article
  28. 28. HandsOnWP.com @nick_batik@sandi_batik Cool Tools To Help Build Your Content Marketing Strategy
  29. 29. HandsOnWP.com @nick_batik@sandi_batik Edit Flow An editorial workflow management system https://wordpress.org/plugins/edit-flow/
  30. 30. HandsOnWP.com @nick_batik@sandi_batik Table Press allows you to add tables into your WordPress posts and pages without writing any HTML or CSS. https://wordpress.org/plugins/tablepress/
  31. 31. HandsOnWP.com @nick_batik@sandi_batik Canva intuitive drag and drop interface creates beautiful graphic designs edit images easy to use even for beginners https://www.canva.com/
  32. 32. HandsOnWP.com @nick_batik@sandi_batik PictoChart create beautiful infographics charts and presentations http://piktochart.com/
  33. 33. HandsOnWP.com @nick_batik@sandi_batik Engagement Grower creates a customizable related post section https://wordpress.org/plugins/engagement-grower/
  34. 34. HandsOnWP.com @nick_batik@sandi_batik Navigation Tips and Tricks What Issues are Tripping You Up?
  35. 35. HandsOnWP.com @nick_batik@sandi_batik Broken Link Checker https://wordpress.org/plugins/broken-link-checker/
  36. 36. HandsOnWP.com @nick_batik@sandi_batik Navigation Resources WordPress Mega Cheat Sheet http://wptricks.net/monster-wordpress-cheat-sheet/ "Working the "404 Error" Page http://wptricks.net/create-effective-404-page-wordpress/
  37. 37. HandsOnWP.com @nick_batik@sandi_batik Sandi Batik Introvert Freelancer, WordPress evangelist, consultant, trainer, curricula developer, author, unapologetic geek, unrepentant capitalist, lucky enough to do what I love everyday. I’ve served as Austin WordPress Meetup co-organizer since 2010. With my husband Nick Batik, co-founded Pleiades Publishing Services in 1992 and Hands-On WordPress Training in 2010. Follow me @sandi_batik / @WPATX Contact me at: handsonwp.com https://www.linkedin.com/in/hsandrachevalier batik Presenter
  38. 38. HandsOnWP.com @nick_batik@sandi_batik Nick Batik Chief Technical Officer Senior WordPress Back-end Developer Information Architect Nick started in web development in 1994 and has been a WordPress consultant, and web developer since 2007. A WordPress Evangelist, and a CoOrganizer of the Austin WordPress Meetup since 2010, Nick has presented technical WordPress classes at numerous Meet-ups, PodCamps and WordCamps. Follow me @nick_batik / @WPATX Contact me at: https://pleiadesservices.com https://www.linkedin.com/in/nicholasbatik Presenter

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