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Content Marketing: What Is It?
Presented by Professor Joe Hines
714-872-0561
www.thrivebusinessdirectory.com
Your Brand:
Consumers have needs.
Business owners have solutions.
Content marketing bridges the gap.
1. Awareness.
2. Trustworthy.
2. Likeability.
Marketing Pyramid
This is the traditional
marketing pyramid.
It’s still true today.
These successive steps,
from Awareness to Action
move them from prospect
to
“Clo$ed Cu$tomer”.
Old School Advertising.
Old school advertising
offered no opportunity
for a two-way exchange.
and gradually became
ineffective – tuned out.
In essence it was “Let’s
talk about me for a
while!”. Sales by
hypnosis doesn’t work
too well anymore.
Content Marketing.
The premise of content
marketing is based on
talking to prospective
people about what’s
interesting to THEM!
Old School New School
New School
What’s Happening Here?
• Specific needs.
• Specific target markets.
• Developing content that
speaks to real people.
What is a Buyer Persona
And Why Does it Matter?
Get the
answer to
this
question.
Link to
http://soctk.
com/3JH
What Do These Things Have in Common?
Articles Email Newsletters
Images Infographics
Webinars Worksheets
Tutorials Blog Posts
Q&A Series Ebooks
Animated Videos White Papers
Podcasts
Topic Delivery
Preventing
Heart
Disease
vlogwebinar
blog images
white paperinfographics
Important Points
A/B Testing
Buyer Personas
Your Strengths
Variety
Your Topic
Learning Styles
Media
So - Why Do Any of This?
Create Awareness.
Credibility, Expertise.
Emotional connections.
Explain or Teach.
Build Trust.
And Most Importantly, “Catch More Fish”!
Content SEO Facilitates Direct
Marketing Customer Search Traffic
Requirements for Success
• Create content that provides
solutions for specific needs.
• Be consistent in your branding.
• Publish with regularity.
• Have a point-of-view.
• Don’t “sell”.
Sales Funnels.
Blog Posts, Social Media Posts,
White Papers, Vblogs, E-
newsletters,
Webinars,
Longer videos, E-books, Case
Studies
Personal Sales Contact
Custom Proposals
Long-term commitment to
Content Marketing.
Survey Monkey.
CRM process via your website.
Planning Frontiers
Stage in
Buying Process
Buyer Persona Sales Funnel
Need
Identification
Physical
Demographics
Top of Funnel
Exploration Media Habits Mid-Funnel
Narrowing Social and Cultural Bottom-of-Funnel
Purchase Learning
Preferences
Post-Purchase

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Basics of content marketing

  • 1. Content Marketing: What Is It? Presented by Professor Joe Hines 714-872-0561 www.thrivebusinessdirectory.com
  • 3. Consumers have needs. Business owners have solutions. Content marketing bridges the gap. 1. Awareness. 2. Trustworthy. 2. Likeability.
  • 4. Marketing Pyramid This is the traditional marketing pyramid. It’s still true today. These successive steps, from Awareness to Action move them from prospect to “Clo$ed Cu$tomer”.
  • 5. Old School Advertising. Old school advertising offered no opportunity for a two-way exchange. and gradually became ineffective – tuned out. In essence it was “Let’s talk about me for a while!”. Sales by hypnosis doesn’t work too well anymore.
  • 6. Content Marketing. The premise of content marketing is based on talking to prospective people about what’s interesting to THEM!
  • 7. Old School New School
  • 9.
  • 10. What’s Happening Here? • Specific needs. • Specific target markets. • Developing content that speaks to real people.
  • 11. What is a Buyer Persona And Why Does it Matter? Get the answer to this question. Link to http://soctk. com/3JH
  • 12. What Do These Things Have in Common? Articles Email Newsletters Images Infographics Webinars Worksheets Tutorials Blog Posts Q&A Series Ebooks Animated Videos White Papers Podcasts
  • 14. Important Points A/B Testing Buyer Personas Your Strengths Variety Your Topic Learning Styles Media
  • 15. So - Why Do Any of This? Create Awareness. Credibility, Expertise. Emotional connections. Explain or Teach. Build Trust.
  • 16. And Most Importantly, “Catch More Fish”!
  • 17. Content SEO Facilitates Direct Marketing Customer Search Traffic
  • 18. Requirements for Success • Create content that provides solutions for specific needs. • Be consistent in your branding. • Publish with regularity. • Have a point-of-view. • Don’t “sell”.
  • 19. Sales Funnels. Blog Posts, Social Media Posts, White Papers, Vblogs, E- newsletters, Webinars, Longer videos, E-books, Case Studies Personal Sales Contact Custom Proposals Long-term commitment to Content Marketing. Survey Monkey. CRM process via your website.
  • 20. Planning Frontiers Stage in Buying Process Buyer Persona Sales Funnel Need Identification Physical Demographics Top of Funnel Exploration Media Habits Mid-Funnel Narrowing Social and Cultural Bottom-of-Funnel Purchase Learning Preferences Post-Purchase