The document discusses the importance of content creation and marketing in enhancing engagement and brand positioning for businesses. It outlines strategies for understanding customer needs, producing valuable content, and building a social media presence to deepen relationships with audiences. Additionally, it offers practical tips, guidelines, and an overview of various content formats, while emphasizing the necessity of consistent and effective communication to drive sales.

1. Content copyright 2015. ContentBacon. All rights reserved.
CONTENT
DRIVES
EDM
ENGAGEMENT
David
Barnes
&
Dave
Kustin

2. Dave Kustin, founder
ContentBacon
dave@contentbacon.com
“We are on a mission to make it easy for companies around the world to create, distribute and
promote tasty custom content for their business.
More content = more opportunities, improved SEO and better brand positioning.”
Meet the Presenters
David Barnes, founder
theedmFactory
david.barnes@au.zululabs.com

3. Don’t Forget
Special Offer
Content Production
2 articles + Social Media Headlines (2 headlines x 3 platforms)
$250/USD
Campaign
Template conversion from another platform = Free
Custom template = $100
Create and send a campaign including ContentBacon content = $50
Software for up to 4,000 emails = Free

4. eDM
Defined Reference:
www.electronicdirect.marketing

5. eDM Defined
e·∙D·∙M
/'ee
dee
emm'/
noun
is
a
strategic
process
of
building
and
refining
a
centralized
marketing
database
with
the
purpose
of
communicating
directly
to
subscribers
using
any
form
of
electronic
messaging
in
targeted
and
personalized
manner.
The
purpose
of
the
communication
must
be
to
increase
value
for
the
organization
whilst
delivering
a
purposeful
outcome
for
the
recipient
maintaining
the
best
engagement
possible.
Reference:
www.electronicdirect.marketing

6. A Closer Look

7. Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content.
What to Expect Today

8. • Information that is available electronically
• Content that is: interesting, entertaining, thought-provoking
and educational.
• It should solve a problem and add value to the reader.
• Bring prospects further into the sales funnel.
What is Content?

9. Why Content?
21st Century Business Model
• Get found easily
• Value and trust
• Capture leads - build a database (for campaigns)
• Create valuable content and give it away
• Follow-up system
• Deepen relationships - build a following of raving fans

10. Your digital footprint = rise above, be seen,
be heard (be found)
• Includes Social Channels
• Builds Credibility
• Positions You, Your Brand as an Expert
• Delivers Content
• Engages with an Audience
Digital Footprint

11. • The most effective marketers publish new content for their
audience several times a week. Some every single day!
• Top websites generate their traffic from in-depth content that
sits on Google’s top result pages.
• The best content will always win and will always find an
audience.
So why isn’t everyone doing it?
Content is the NEW Advertising

12. Content is Hard
• There is a huge demand for valuable
content in every industry.
• But…it’s not easy to produce the kind
of content that gets noticed.
• 41% state producing the kind of
content that engages prospects and
customers is the biggest challenge.

13. What NOT to do:
1. Don’t mistake content for advertising.
2. Don’t make it about you, you, you (pssst, it’s about them).
3. Don’t think creative content isn’t effective if it doesn’t
generate leads.
Overcoming Challenges

14. Where to Start?

15. Creating an Avatar - Engage Sales Team
Who are your ideal customers?
• What age brackets do they fall into?
• What about their income status,
educational backgrounds, needs,
and wants?
Your Avatar is the foundation of your
inbound marketing plan and is one of the
key factors of success in content creation
and marketing.
Know Your Audience: AVATAR

16. Mapping the Process
• Questions leading up to the sale?
• Major challenges and obstacles?
• Information your sales people wish prospects knew about?
• Frequently asked questions?
• What does the on-boarding process consist of?
• How can you help your customers have the best experience with your company?
• Problems or pain points your customers have?
• What keeps customers up at night?
• Misconceptions in your industry that your customers need to know?
• Issues your customer service team is dealing with?
BRAINSTORM IDEAS AND THEN GROUP AND PRIORITIZE
How to Start: TOPICS

17. Determine the type(s) of content you want to create
Create a 90-day plan (leave room for new ideas)
Content can and should take on many different formats:
Action Item: CONTENT PLAN
• Educational
• Book Review
• Opinion Post
• How to Guide
• List – resource list, compilation
• Product/Service Review
• Link Pages
• Research
• Interview
• Research
• Cheat Sheets, checklists and to-dos
• Podcast, video or webinar summary
notes
• Blog series
• Event information – overview or recap
• Q & A
• Opinion Post

18. ContentBacon Content Checklist
• Tells a great story
• Adds value to target audience
• Solves a problem, educates, entertains, delights, enhances their life
• Brings something unique that they can’t find elsewhere
• Searchable + shareable
• Written in our clients unique voice so when they read it they say “Wow, that
sounds exactly like how I would like to write it if I could - or BETTER!”
• Grammatically correct - goes with saying but we’re saying it
• Visually pleasing
• Has a call to action
Content Guidelines

19. To truly be effective, content should be structured with…
1. Headline that instantly commands
attention.
2. Introduction that pulls the audience in,
making it hard to turn away.
3. Information that solves a problem the
audience genuinely cares about.
4. Singular point or theme to communicate.
5. Stories, metaphors, or examples to teach
that point.
6. Call-to-action at conclusion that rouses
the audience to take the next step.
Smart content thinks in terms of an audience, rather than prospects or leads.

20. Always tell the truth
Be authentic & vulnerable
Get uncomfortable
Have a position
Say something!
Content Guidelines

21. 1. Promote content on your social media channels.
2. Headlines that are native to the platform.
3. Reach out to other influencers and share via social media.
4. Mention companies, people in your posts to gain attention
(and be social).
5. Comment/interact.
6. Share your content multiple times.
7. Test different headlines - pay attention to what works.
8. Use visuals.
9. Participate in groups.
Social Media Foundation

22. Most Importantly: JUST DO IT!
Start creating content. Done is better the perfect.
The more you do it, the better it will get.
WHAT GETS OUTSOURCED GETS DONE.
AND IF YOU CAN’T DO IT, OUTSOURCE IT.

23. MOBILE
Customers will access and read your content on their mobile
devices. Therefore, you have to adopt a mobile responsive design
for your blog or site.
CONTENT MARKETING
Takes a piece of content that you’ve written, and delivers it to the
right audience, in a quiet, creative, and professional manner.
SELLING
Know that selling is part of the formula. But when you consistently
produce great content that addresses real problems, you’ll sell
more and win loyal customers in the process…it’s an ‘always on’
activity.
Final Thoughts I

24. Final Thoughts II

25. Don’t Forget
Special Offer
Content Production
2 articles + Social Media Headlines (2 headlines x 3 platforms)
$250/USD
Campaign
Template conversion from another platform = Free
Custom template = $100
Create and send a campaign including ContentBacon content = $50
Software for up to 4,000 emails = Free

26. Don’t Forget
Questions?

27. Thank you for joining us!