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CONTENT MARKETING
Transform your BUSINESS
Lets talk about Goal Setting
Let’s Start Our Journey
Content Marketing?
Content isn't 'stuff we write to rank higher'
or 'infographics' or 'long-form articles.'
Content is anything that communicates a
message to the audience. Anything.
— Ian Lurie, CEO, Portent, Inc.
What Content Marketing Is?
Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer
action
Content Marketing Overview
FUNDAMENTAL CONTENT
MARKETING
Content Creation and
How Can It Benefit
My Business?
PHASE ONE
What is your Business Objectives for
Content Marketing ?
 Are you a small business that needs to gain awareness?
 Are you trying to distinguish your business from other competitor?
 Do you want to attract leads for your new products/service/program to
convert to paying and repeated customers?
CLEARLY WRITE DOWN THE MISSION STATEMENT AND GOALS OF
YOUR BUSINESS
Who are you creating this content for?
 Who is this content meant
for?
 How can we provide value
for them
 How can we use our
content to support them
through their buyer’s
journey?
Buyer’s Journey
BUILD PERSONAS FOR YOUR TARGET AUDIENCES
 Job/Role/Occupation:
 Typical challenge:
 Needs Gap:
 What gains are they looking for
 What they care about:
Tell Your Story
Ask questions like:
Why is this topic
important?
Why should they care
about this story?
What is in for them?
Remember….
 Put your audience first
 Help, don’t sell
 Give away valuable information for free
 Tell a good story
 Commit to quality
 Be Conversational
What resources do you have at your disposal?
 The formats
 Frequency, and
 Overall Workflow
 Who is writing - You or ghost write What
expertise do you have?
Content Marketing
Guidelines for Social Media
 Be there
 Be helpful
 Be generous
 Be interesting
 Be human
 Be on message
 Be polite.
Channel Plan
 Your website/blog
 Mobile
 Guest blogging on others’ sites/publications
 Social media (Facebook, Twitter, LinkedIn, Instagram,
etc.)
 Podcasts
 Video
 Webinars
 Live events
ADVANCED CONTENT
MARKETING
Why Content Marketing for
Business
New marketing is about the RELATIONSHIPS, not the medium.
What’s Your Objective?
 Content should attract the RIGHT PEOPLE to
your site
 Convert these people into LEADS
 Nurture and help close them into
CUSTOMERS
 Content should DELIGHT your Customers
 Turning them into PROMOTERS of your
Define Your Objectives and
Impact
CREATE YOUR CORE MESSAGE
CREATING CONTENT PLAN
PHASE ONE
AUDIENCE PROFILE
Who is your content meant
for?
Develop
Audience Profile
For your Content
Who is Target Audience?
What are their
PAINS
What are their
ASPIRATIONS
CONTENT CREATIONS
Pillar Content
Pillar content is the quality
foundational content you
create to represent your
brand such as ebooks,
Tutorials,.
The content that provides
value.
 Make it easy to consume
 Create only high value quality asset
 Include Visuals
 Create Series
Content Types
1. Original Content
2. Curated Content
3. User Generated Content
4. Repurposed Content
5. Aggregated Visual Content
6. Streaming Video Content
7. Online Courses
8. Press Release and Business News
What is Curated Content?
5 MODELS OF CURATED
CONTENT
Aggregation
Distillation
Elevation
Mashups
Chronology
• Source:
 Give credit to the writer of the content you choose
 Use quality content as the basis for your new
content
 Develop new headline
 Use new image
 Reduce the article you are curating to the main
point
 Include your branding to ensure brand recognition
The Power of
Storytelling
I have the Best Product in the World Today
Content marketers are constantly battling for the
attention of their prospects and customers.
To help ensure that you’re heard, you need to be
genuine and tell a STORY that appeals to your
AUDIENCE.
A story is not just your
history. A story is why
you’re doing what you’re
doing, and telling it in a
way that appeals to your
audience.
WHAT DOES A GOOD STORY
LOOK LIKE?
“People don’t buy what you do, they
buy WHY you do it.”
- Simon Sinek
ESSENTIAL ELEMENTS OF
STORYTELLING
 Characters
 Conflict
 Resolution
STORYTELLING POINTS OF
VIEW
• First Person
• Second Person
• Third Person
FIRST-PERSON POINT OF
VIEW
The character is yourself.
• It’s more confessional.
• Builds authority.
• Use when there is a known person, an author,
behind the content.
SECOND-PERSON POINT OF
VIEW
• The character is your audience.
• When using “you” language, you need to really
understand your buyer personas.
• Tell the story in a way that shows empathy.
THIRD-PERSON POINT OF
VIEW
• “He said” and “she said” type of language.
• Case studies about your customers are good
examples.
• Stories can be both fictional or nonfictional.
CONFLICT
If your story lacks
conflict, then you’re not
telling a story.
THE CONFLICT SHOULD FIT:
• Your prospect’s problems.
• Your prospect’s needs.
• Your prospect’s buyer’s journey
stage.
The resolution should wrap up the
story but should also clearly call
your audience to action
“Tell the truth, but make it fascinating.”
- David Ogilvy
LET’S SET UP YOUR IDEA-GENERATING
SYSTEM
1. Gathering raw material
2. Digesting the material
3. Unconscious
processing
4. Eureka moment
IDEATION PROCESS
“An idea is nothing more nor less than a new
combination of old elements.”
- James Webb Young
SET UP GOOGLE ALERTS FOR YOUR PRIMARY
KEYWORDS
 Visit http://www.Google.Com/alerts
 Put the topic you’d like to monitor in the
“Search Query.”
 Change the options to specify the type of
information.
 And how often you receive them.
 click “create alert.”
THE POWER OF GOOGLE
GOOGLE SUGGEST IDEA ( Use Google
Suggestion)
PERFORM A KEYWORD
SEARCH
Use Google Keyword Plan
Quora Activities
Sign up for Quora and search for a top
or middle-of-the-funnel question your
target audience typically asks.
CREATIVE MIND
AND BRAINSTORM
There are two
ways to
brainstorm new
ideas:
 Listing
 Mind Mapping
Generating Ideas from Listing
 Select The Topic You Want To Brainstorm
 Write The Topic You’re Brainstorming At The Top Of
Your Page.
 List Everything You Can Think Of Related To That
Topic.
 Review Your List To Find Your Best Ideas.
 Create New Ideas From Your List.
 Write Your Ideas In The Ideas Page Of Your Content
Plan
MIND MAPPING
RULES FOR MIND MAPPING
 T here are no rules.
 You can use a computer, paper and pen, paper
and colored pencils, or canvas and paint.
 You can write, draw or doodle your mind map .
 You can make it black and white or color, plain or
fancy.
 Every idea needs to be connected to a previous
idea with a line so you can easily see how your
STRATEGIES OF CONTENT
MONETIZATION
Membership Site
Members need to feel like they are gaining:
 Elite status
 High-value information
 VIP treatment
 Network opportunities with other members
 Insider access to the owner/director of the site
 Members-only forum or private Facebook Group or
Google+ group
Selling Content
LOW-END, ENTRY-LEVEL PRODUCTS
These products are inexpensive and easy to digest, such as
short ebooks that provide simple solutions to everyday
problems or high-level discussions of challenging topics.
These might sell for $19 to $99.
They usually consist of one or two of the following:
• Ebooks
• Special reports
• Entry level training
• Audio or video download
MID-LEVEL PRODUCTS, FRONT-END OR
BACK-END
Mid-level products provide more in-depth information, such as
training programs or
longer ebooks.
These might be prices at $ 200 to $ 5 00 and include several if not
all of the following:
Instructional material in ebook form at
Audio or video recording s
Work sheets
Access to membership forum
HIGH-END, BACK-END
PRODUCTS
These are more comprehensive programs that offer a lot of value.
Cost may range from $ 6 00 to $ 1,200 and include:
• Instructional materials
• A udio, video, or seminar component
• Monthly group coaching
• Some personal coaching component
PREMIUM PRODUCTS
These products promise the highest level of value. They
provide in-depth, often personalized,
solutions and can sell for $ 1,5 00 and up. They include:
• Instructional materials
• Audio and video materials
• Work sheets and resources to facilitate learning
• Personal coaching
• Seminar or retreat component
Content Distribution
Content
promotion is the
distribution of
content
through a variety
of media
channels.
CREATE
LESS,
PROMOTE
MORE
ORGANIC PROMOTION
CHANNELS
• Search Engine Optimization
• Email Marketing
• Social Media
• Live Promotions (Events or Webinars)
• Influencer Networks
• Word of Mouth
PAID PROMOTION
CHANNELS
Search Engine Ads (Google, Yahoo, Bing)
• Social Media Ads (Facebook, LinkedIn, Twitter,
and Instagram)
CONTENT PROMOTION BEST
PRACTICES
• Create a content promotion calendar.
• Experiment and optimize.
• Analyze your results.
• Customize messaging for each channel.
• Use segmentation
KEY PERFORMANCE INDICATORS
(KPI)
• Reach
• Engagement
• Conversion
CONTENT MEASUREMENT AND
ANALYSIS
• Brand awareness
• Engagement
• Lead Generation
• Customer conversion and sales
• Customer loyalty and retention
• Website performance
GROWTH MARKETING
Growth marketing is a blend of marketing,
sales, customer success, support, and any
other division or operation within your
organization
DEVELOPING GROWTH MARKETING
MINDSET
• Know your marketing funnel.
• Framework to properly operate and improve your marketing
funnel.
• Buy-in on instilling a growth mindset with the rest of the
organization
Thank you
www.dualitybusinessacademy.com
Email:
abiodun@dualityconnect.com
Phone: 234 0806 005 1589

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Advanced Content Marketing Training

  • 2. Lets talk about Goal Setting
  • 3. Let’s Start Our Journey Content Marketing?
  • 4.
  • 5. Content isn't 'stuff we write to rank higher' or 'infographics' or 'long-form articles.' Content is anything that communicates a message to the audience. Anything. — Ian Lurie, CEO, Portent, Inc.
  • 6. What Content Marketing Is? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action
  • 8. FUNDAMENTAL CONTENT MARKETING Content Creation and How Can It Benefit My Business?
  • 9. PHASE ONE What is your Business Objectives for Content Marketing ?  Are you a small business that needs to gain awareness?  Are you trying to distinguish your business from other competitor?  Do you want to attract leads for your new products/service/program to convert to paying and repeated customers? CLEARLY WRITE DOWN THE MISSION STATEMENT AND GOALS OF YOUR BUSINESS
  • 10. Who are you creating this content for?  Who is this content meant for?  How can we provide value for them  How can we use our content to support them through their buyer’s journey?
  • 12. BUILD PERSONAS FOR YOUR TARGET AUDIENCES  Job/Role/Occupation:  Typical challenge:  Needs Gap:  What gains are they looking for  What they care about:
  • 13. Tell Your Story Ask questions like: Why is this topic important? Why should they care about this story? What is in for them?
  • 14. Remember….  Put your audience first  Help, don’t sell  Give away valuable information for free  Tell a good story  Commit to quality  Be Conversational
  • 15. What resources do you have at your disposal?  The formats  Frequency, and  Overall Workflow  Who is writing - You or ghost write What expertise do you have?
  • 16. Content Marketing Guidelines for Social Media  Be there  Be helpful  Be generous  Be interesting  Be human  Be on message  Be polite.
  • 17. Channel Plan  Your website/blog  Mobile  Guest blogging on others’ sites/publications  Social media (Facebook, Twitter, LinkedIn, Instagram, etc.)  Podcasts  Video  Webinars  Live events
  • 18.
  • 20. Why Content Marketing for Business
  • 21. New marketing is about the RELATIONSHIPS, not the medium.
  • 22. What’s Your Objective?  Content should attract the RIGHT PEOPLE to your site  Convert these people into LEADS  Nurture and help close them into CUSTOMERS  Content should DELIGHT your Customers  Turning them into PROMOTERS of your
  • 23. Define Your Objectives and Impact CREATE YOUR CORE MESSAGE
  • 25. AUDIENCE PROFILE Who is your content meant for?
  • 27. Who is Target Audience?
  • 31. Pillar Content Pillar content is the quality foundational content you create to represent your brand such as ebooks, Tutorials,. The content that provides value.
  • 32.  Make it easy to consume  Create only high value quality asset  Include Visuals  Create Series
  • 33. Content Types 1. Original Content 2. Curated Content 3. User Generated Content 4. Repurposed Content 5. Aggregated Visual Content 6. Streaming Video Content 7. Online Courses 8. Press Release and Business News
  • 34. What is Curated Content?
  • 35. 5 MODELS OF CURATED CONTENT Aggregation Distillation Elevation Mashups Chronology • Source:
  • 36.  Give credit to the writer of the content you choose  Use quality content as the basis for your new content  Develop new headline  Use new image  Reduce the article you are curating to the main point  Include your branding to ensure brand recognition
  • 38. I have the Best Product in the World Today
  • 39. Content marketers are constantly battling for the attention of their prospects and customers. To help ensure that you’re heard, you need to be genuine and tell a STORY that appeals to your AUDIENCE.
  • 40. A story is not just your history. A story is why you’re doing what you’re doing, and telling it in a way that appeals to your audience.
  • 41. WHAT DOES A GOOD STORY LOOK LIKE?
  • 42. “People don’t buy what you do, they buy WHY you do it.” - Simon Sinek
  • 43. ESSENTIAL ELEMENTS OF STORYTELLING  Characters  Conflict  Resolution
  • 44. STORYTELLING POINTS OF VIEW • First Person • Second Person • Third Person
  • 45. FIRST-PERSON POINT OF VIEW The character is yourself. • It’s more confessional. • Builds authority. • Use when there is a known person, an author, behind the content.
  • 46. SECOND-PERSON POINT OF VIEW • The character is your audience. • When using “you” language, you need to really understand your buyer personas. • Tell the story in a way that shows empathy.
  • 47. THIRD-PERSON POINT OF VIEW • “He said” and “she said” type of language. • Case studies about your customers are good examples. • Stories can be both fictional or nonfictional.
  • 48. CONFLICT If your story lacks conflict, then you’re not telling a story.
  • 49. THE CONFLICT SHOULD FIT: • Your prospect’s problems. • Your prospect’s needs. • Your prospect’s buyer’s journey stage.
  • 50. The resolution should wrap up the story but should also clearly call your audience to action
  • 51. “Tell the truth, but make it fascinating.” - David Ogilvy
  • 52. LET’S SET UP YOUR IDEA-GENERATING SYSTEM
  • 53. 1. Gathering raw material 2. Digesting the material 3. Unconscious processing 4. Eureka moment IDEATION PROCESS
  • 54. “An idea is nothing more nor less than a new combination of old elements.” - James Webb Young
  • 55. SET UP GOOGLE ALERTS FOR YOUR PRIMARY KEYWORDS  Visit http://www.Google.Com/alerts  Put the topic you’d like to monitor in the “Search Query.”  Change the options to specify the type of information.  And how often you receive them.  click “create alert.”
  • 56. THE POWER OF GOOGLE GOOGLE SUGGEST IDEA ( Use Google Suggestion)
  • 57. PERFORM A KEYWORD SEARCH Use Google Keyword Plan
  • 58. Quora Activities Sign up for Quora and search for a top or middle-of-the-funnel question your target audience typically asks.
  • 59. CREATIVE MIND AND BRAINSTORM There are two ways to brainstorm new ideas:  Listing  Mind Mapping
  • 60. Generating Ideas from Listing  Select The Topic You Want To Brainstorm  Write The Topic You’re Brainstorming At The Top Of Your Page.  List Everything You Can Think Of Related To That Topic.  Review Your List To Find Your Best Ideas.  Create New Ideas From Your List.  Write Your Ideas In The Ideas Page Of Your Content Plan
  • 62. RULES FOR MIND MAPPING  T here are no rules.  You can use a computer, paper and pen, paper and colored pencils, or canvas and paint.  You can write, draw or doodle your mind map .  You can make it black and white or color, plain or fancy.  Every idea needs to be connected to a previous idea with a line so you can easily see how your
  • 65. Members need to feel like they are gaining:  Elite status  High-value information  VIP treatment  Network opportunities with other members  Insider access to the owner/director of the site  Members-only forum or private Facebook Group or Google+ group
  • 67. LOW-END, ENTRY-LEVEL PRODUCTS These products are inexpensive and easy to digest, such as short ebooks that provide simple solutions to everyday problems or high-level discussions of challenging topics. These might sell for $19 to $99. They usually consist of one or two of the following: • Ebooks • Special reports • Entry level training • Audio or video download
  • 68. MID-LEVEL PRODUCTS, FRONT-END OR BACK-END Mid-level products provide more in-depth information, such as training programs or longer ebooks. These might be prices at $ 200 to $ 5 00 and include several if not all of the following: Instructional material in ebook form at Audio or video recording s Work sheets Access to membership forum
  • 69. HIGH-END, BACK-END PRODUCTS These are more comprehensive programs that offer a lot of value. Cost may range from $ 6 00 to $ 1,200 and include: • Instructional materials • A udio, video, or seminar component • Monthly group coaching • Some personal coaching component
  • 70. PREMIUM PRODUCTS These products promise the highest level of value. They provide in-depth, often personalized, solutions and can sell for $ 1,5 00 and up. They include: • Instructional materials • Audio and video materials • Work sheets and resources to facilitate learning • Personal coaching • Seminar or retreat component
  • 71. Content Distribution Content promotion is the distribution of content through a variety of media channels.
  • 73. ORGANIC PROMOTION CHANNELS • Search Engine Optimization • Email Marketing • Social Media • Live Promotions (Events or Webinars) • Influencer Networks • Word of Mouth
  • 74. PAID PROMOTION CHANNELS Search Engine Ads (Google, Yahoo, Bing) • Social Media Ads (Facebook, LinkedIn, Twitter, and Instagram)
  • 75. CONTENT PROMOTION BEST PRACTICES • Create a content promotion calendar. • Experiment and optimize. • Analyze your results. • Customize messaging for each channel. • Use segmentation
  • 76. KEY PERFORMANCE INDICATORS (KPI) • Reach • Engagement • Conversion
  • 77. CONTENT MEASUREMENT AND ANALYSIS • Brand awareness • Engagement • Lead Generation • Customer conversion and sales • Customer loyalty and retention • Website performance
  • 78. GROWTH MARKETING Growth marketing is a blend of marketing, sales, customer success, support, and any other division or operation within your organization
  • 79. DEVELOPING GROWTH MARKETING MINDSET • Know your marketing funnel. • Framework to properly operate and improve your marketing funnel. • Buy-in on instilling a growth mindset with the rest of the organization

Editor's Notes

  1. Audience Profile.
  2. Show them using excel customer avatar or profile.