What is content marketing? It's the conversation that moves people from stranger to lead to customer to promoter. In this presentation, you'll learn two halves of content marketing, how to start building your content vault, a writer's block hack, and the secrets to promotion that we use at Autopilot.

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AN INTRODUCTION TO
Content Marketing

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You’ll learn…
1. What is content marketing?
2. How to create quality content
3. How to promote content

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First, let’s define
content marketing…

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Content marketing is the conversation that
moves the relationship forward, from…
Stranger Lead Customer Repeat Customer Promoter

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Creation Promotion
The two halves of content marketing are:
+

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Content Creation
1

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BUILD YOUR CONTENT VAULT
• blog posts
• webinars
• infographics
• podcast
• customer
• stories
• ebooks
• emails
• social media
• workshops
• academy
• slideshares
The vault contains any piece of content
you can use in your marketing:
(like this one)

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PAGE HEADING
Unfortunately, great content
doesn’t fall from the sky.

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SO WHAT DO YOU WRITE ABOUT?
What you can teach
your audience
What your audience
wants to hear
This is the sweet spot

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Source
Assign
Research
Draft
Edit
Decorate
Publish
Promote
THE WRITING PROCESS

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WHERE TO GET CONTENT IDEAS
• Chat directly with customers
• Talk to product, sales and success
teams to extract commonly asked
questions and pain points
• Brainstorm around the sweet spot
• Find out what your target persona is
searching for on Google

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Google is great for research, but
here’s a writer’s block hack…

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Interview experts.

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• You run out of ideas
• You get a different perspective
• You get in front of new audiences
WHY INTERVIEW EXPERTS?

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Interview experts.Once you start creating content,
keep three types of readers in mind

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STRUCTURE FOR
SKIMMERS
WRITE FOR
SPONGES
DECORATE FOR
SOCIALITES

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• Background
• Trends
• Customer Journey Marketing
• Demo
• Takeaways and Q&A
1717
Post Type # of Posts % of Traffic
Contributed 9 22%
Tools 6 19%
Best Practices 17 18%
How To’s 9 17%
Content Tips 8 11%
Customer Stories 4 6%
Branded 7 5%
Other 3 2%
WHAT POSTS HAVE WORKED FOR AUTOPILOT?

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• Landing Page Builder Reviews and Comparison
• 7 Lead Nurturing Secrets to Turn Strangers Into Customers
• 10 Attention-Grabbing Lead Nurturing Strategies & Their KPIs
• 8 Ways Marketing Automation Can Grow Your Small Business
• 5 Email Templates From 500 Startups (With Psychological Triggers)
• How to Build an Email List from Scratch
• 8 SEO Strategies to Win in 2016
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TOP PERFORMING BLOG TITLES

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Create content that informs,
educates, and inspires.
THE BOTTOM LINE

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Content Promotion
2

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SEO IS YOUR BEST FRIEND
Natural keyword placement, NOT keyword stuffing Optimize your page title, URL, meta description

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• Email: newsletter, blog subscribers,
automated nurture emails
• Influencer outreach
• Social media
• Paid advertising
• Communities, forums, commenting
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CHANNELS TO GET THE WORD OUT

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AUTOMATE LEAD NURTURING EMAILS
Subject lines: 6-10 words
for highest open rates
Be consistent - space your
emails 10 days apart
Personalize to deliver 6x
higher transaction rates
Send from a real person - not
“noreply@company.com”

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REACH OUT TO INFLUENCERS
Shared an article with an influencer They tweeted it to all their followers (who retweeted it)

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Buffer
Share content like crazy through Buffer

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GENERATE AWARENESS VIA SOCIAL ADVERTISING
Choose top performing
content to boost
Target lookalike visitors
to drive quality web traffic
Test different messaging
and creative

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• Content is the conversation that moves the relationship forward.
Think through content for the whole buyer’s journey – strangers, leads, customers, and promoters.
• Quality content stands out.
Put standards and processes in place to make sure your content rocks.
• Commit to the long-game.
Because creating a content vault and seeing results takes time.
• Create. Promote. Repeat.
Nail down your system, then push go.
KEY TAKEAWAYS

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HELPFUL CONTENT MARKETING BOOKS

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Content Marketer at Autopilot
@ItsBrianSun
Visit us at blog.autopilothq.com
Brian Sun