Kat Liendgens presented on agile marketing and content strategy. Some key points include:
- Agile marketing takes an iterative approach to continuously optimize campaigns based on measuring results.
- It is important to have a content strategy that determines goals, types of content, and a publishing plan.
- Content should be shareable and focus on providing value to audiences. Tracking engagement and social media metrics helps improve content.
- Setting measurable campaign goals and inspecting results allows optimizing content and social media strategies over time based on what performs best.
The document outlines steps to develop an effective content marketing strategy: 1) Research target customers and competitors, 2) Benchmark current situation and goals, 3) Agree on core content types and keywords, 4) Create valuable content in multiple formats, 5) Promote content through all appropriate channels, and 6) Assess performance and adjust the strategy based on results. The goal is to use content to drive traffic, awareness, conversions, and engagement.
Content Marketing - How To Create a Good ContentAllan Guese
Content marketing is a technique that involves creating and distributing valuable content to attract and engage a target audience with the goal of driving customer action. It is important because 80% of buyers prefer getting product information through articles rather than advertisements. The keys to successful content marketing are understanding buyer personas, their purchase journey, and creating content that addresses their needs and problems without directly selling. An effective content marketing strategy follows a continuous process of planning topics, producing content, distributing it, analyzing performance, and repeating.
Content Marketing for Insurance Companies - Popular SpeakerAl Lautenslager
The document discusses how insurance agents can use content marketing to connect with clients online. It recommends creating helpful, relevant content like blogs, social media posts, ebooks and webinars to establish expertise. By providing valuable information that answers clients' questions, content marketing builds trust and awareness over time at a lower cost than other methods. The goal is to become a resource for clients during their research process and help guide them towards choosing that agent. Regular, high-quality content online helps agents control their reputation and gain a competitive advantage in the industry.
How to Grow (Revenue, Members & More) in the Digital AgeHighRoad Solution
This document discusses how organizations can adapt to changing consumer behaviors by focusing on data-driven decision making and deep understanding of consumers. It recommends establishing new mindsets focused on helping consumers rather than just answering questions. Key strategies include developing true target markets, buyer personas, and integrated marketing campaigns to nurture potential customers. With the right tools and methodologies like behavioral data insights at individual, group and population levels, organizations can transform how they operate and achieve better results like more revenue and efficient programs.
Kat Liendgens presented on agile marketing and content strategy. Some key points include:
- Agile marketing takes an iterative approach to continuously optimize campaigns based on measuring results.
- It is important to have a content strategy that determines goals, types of content, and a publishing plan.
- Content should be shareable and focus on providing value to audiences. Tracking engagement and social media metrics helps improve content.
- Setting measurable campaign goals and inspecting results allows optimizing content and social media strategies over time based on what performs best.
The document outlines steps to develop an effective content marketing strategy: 1) Research target customers and competitors, 2) Benchmark current situation and goals, 3) Agree on core content types and keywords, 4) Create valuable content in multiple formats, 5) Promote content through all appropriate channels, and 6) Assess performance and adjust the strategy based on results. The goal is to use content to drive traffic, awareness, conversions, and engagement.
Content Marketing - How To Create a Good ContentAllan Guese
Content marketing is a technique that involves creating and distributing valuable content to attract and engage a target audience with the goal of driving customer action. It is important because 80% of buyers prefer getting product information through articles rather than advertisements. The keys to successful content marketing are understanding buyer personas, their purchase journey, and creating content that addresses their needs and problems without directly selling. An effective content marketing strategy follows a continuous process of planning topics, producing content, distributing it, analyzing performance, and repeating.
Content Marketing for Insurance Companies - Popular SpeakerAl Lautenslager
The document discusses how insurance agents can use content marketing to connect with clients online. It recommends creating helpful, relevant content like blogs, social media posts, ebooks and webinars to establish expertise. By providing valuable information that answers clients' questions, content marketing builds trust and awareness over time at a lower cost than other methods. The goal is to become a resource for clients during their research process and help guide them towards choosing that agent. Regular, high-quality content online helps agents control their reputation and gain a competitive advantage in the industry.
How to Grow (Revenue, Members & More) in the Digital AgeHighRoad Solution
This document discusses how organizations can adapt to changing consumer behaviors by focusing on data-driven decision making and deep understanding of consumers. It recommends establishing new mindsets focused on helping consumers rather than just answering questions. Key strategies include developing true target markets, buyer personas, and integrated marketing campaigns to nurture potential customers. With the right tools and methodologies like behavioral data insights at individual, group and population levels, organizations can transform how they operate and achieve better results like more revenue and efficient programs.
Content marketing is a strategic marketing process that focuses on creating and distributing valuable content to attract and retain an audience. The goal is to drive profitable customer actions. It uses blogs, social media, and storytelling to create an emotional connection and provide value to the audience. An effective content marketing strategy involves identifying buyer personas, trends, and competitors' activities to develop ideas and create a long-term content plan aligned with buyer's journeys.
2015 IBS: Content Is King: Drive More Traffic, Leads and Sales with Content M...Meredith Oliver
This seminar was presented at the 2015 International Builders Show (IBS) by Meredith Oliver of Creating WOW and Kristi Allen of McArthur Homes.
Seminar Description:
Content marketing is a long term strategy that includes developing original, relevant content for your website visitors. With constant updates to Google's search algorithms, the best way to drive traffic and improve search rankings is with content marketing. This session will teach you how to develop and execute a content marketing strategy on your website and social media sites, and how to leverage content you already have and create new content. You'll also gain insight into what content creation should be outsourced and what should be created internally.
This document discusses content marketing strategies for nonprofits. It defines content marketing as a strategic approach focused on creating and distributing valuable, relevant content to attract and retain an audience and drive action. The document outlines various content marketing tactics including e-newsletters, photos, video, infographics, microsites, reports, events, webinars, podcasts and print newsletters. It emphasizes the importance of clearly defining the target audience and publishing relevant, valuable content on a consistent basis to achieve measurable goals. The document promotes an online course and free training about starting a better nonprofit blog.
The document discusses how content marketing can be applied in the book publishing industry. It outlines that book publishers are well-positioned for content marketing due to their expertise in curating and telling stories through long-form content. The document provides recommendations for book publishers on tactics for content marketing, such as blogging, hosting events, and partnering with other industries to create engaging content.
Everything You Always Wanted to Know About Content StrategyEthan Machado
The document provides an overview of content strategy from multiple perspectives:
- It discusses content strategy as understanding user and brand needs, and taking a clinical approach to organizing content.
- Content strategists are described as masters of organization, empathy, and rhetoric who use user research and testing.
- An audit process is outlined as inventorying a site, reviewing against standards, and providing recommendations.
- The relationship between content strategy and other disciplines like design, development and marketing is explored.
Content marketing is the king of marketing online for various businesses and making oneself visible. Its one of the most impressive ways of branding and creating a buzz for your business
It’s the Holy Grail–aligning sales and marketing. You want the right message to get to the right prospect at the right time–using the right channel. So how do you make it happen? How do marketers ensure the right content is instantly available in an easy-to-access format that allows for immediate customization? In this session, we’ll discuss the limitations of today’s technology solutions, and how you can turn your sales team into a competitive weapon to deliver powerful marketing messages.
6 things every cmo needs to remember in 2013ThinkDigital
1. CMOs need to master all digital media in order to understand how consumers use different devices and media channels.
2. They must lead the charge on attribution by creating clear attribution models and showing the impact of different marketing channels on sales.
3. CMOs should re-invent how they measure customer lifetime value by looking at cumulative purchases, repeated purchases, loyalty, recommendations, and brand advocacy over time.
CMO Event - Act-On, Modern Marketing: Addressing The New Buyer’s JourneyGlobal Business Intel
Modern marketing involves attracting potential customers through content, capturing their information through calls-to-action on websites and in emails, nurturing leads through automated email programs tailored to where prospects are in their buying journey, converting qualified leads to customers with sales intelligence tools, and expanding relationships through advocacy programs and customer lifecycle marketing. The new buyer's journey is more self-directed online, so integrated marketing and sales are key to moving prospects through the funnel and retaining existing customers.
Week4 Lecture in DBS Online Marketing, sales and digital strategy - covers B2B content and inbound marketing strategies, lead management process and case studies
Content creation has become a huge part of content marketing efforts. But with so much competition, how can you ensure that your content if of the highest possible quality.
WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]HubSpot
In this session, John Jantsch, author of Duct Tape Selling will define once and for all the ins and outs of inbound selling and more importantly outline how any business owner, marketer and salesperson can install an inbound marketing system that helps them attract more ideal clients, build authority and expertise in the market and yes, close more deals.
Presentation I was asked to give as part of Clemson MBA program's "Digital Marketing Lunch & Learn" series. One North Main Street, Greenville, September 18, 2014.
Thought Leadership for Startups by Lance ManningLance K. Manning
Thought Leadership for Startups: Developing your Company’s “Voice” through Content Marketing.
Description:
• Instead of traditional marketing approaches, startups can engage their target audiences with relevant content that proves their credibility as a trusted resource. More than just random blogging, an editorial strategy helps establish and grow conversations with customers thereby promoting brand awareness and loyalty.
• Explore ways to kick-start or improve your thought leadership efforts.
This document discusses how to create content that generates leads and sales through a 4-part process of planning, creating, distributing, and analyzing content. It explains that the planning process involves understanding business goals, key target markets, and a company's sources of competitive advantage. The creation process involves conducting research and determining the types of content to produce. Distribution involves sharing the content through appropriate channels. The final step is to measure the performance of the content. The overall goal is to attract, engage, and drive action from a target audience.
This document outlines 8 steps to building influence through content marketing: 1) Determine your audience, 2) Form your message, 3) Research publications, 4) Develop topic ideas, 5) Organize expertise in a knowledge bank, 6) Reach out to editors, 7) Create great content consistently, and 8) Maximize your content. Creating engaging content, finding time to publish, and pitching to influential sites are some of the top challenges marketers face that this 8 step process aims to address.
Why should agency account executives, managers, planners and the like care about content? Here's the business case for making content strategy a part of your agency's offerings.
Content_Marketing_presentation_ExternalSean Hamilton
This document discusses content marketing. It defines content marketing as the creation and sharing of media and publishing content in order to acquire customers. It notes that content marketing involves thought leadership by generating valuable insight and advice on issues customers care about. The document explains how content marketing differs from traditional marketing by being primarily inbound rather than interrupt marketing. It lists some benefits of content marketing such as positioning a company as an expert, encouraging consultation, generating leads, and contributing to communities. It stresses that content marketing should provide the most useful information to help clients, prospects, and leads like and trust the company.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
Content marketing is a strategic marketing process that focuses on creating and distributing valuable content to attract and retain an audience. The goal is to drive profitable customer actions. It uses blogs, social media, and storytelling to create an emotional connection and provide value to the audience. An effective content marketing strategy involves identifying buyer personas, trends, and competitors' activities to develop ideas and create a long-term content plan aligned with buyer's journeys.
2015 IBS: Content Is King: Drive More Traffic, Leads and Sales with Content M...Meredith Oliver
This seminar was presented at the 2015 International Builders Show (IBS) by Meredith Oliver of Creating WOW and Kristi Allen of McArthur Homes.
Seminar Description:
Content marketing is a long term strategy that includes developing original, relevant content for your website visitors. With constant updates to Google's search algorithms, the best way to drive traffic and improve search rankings is with content marketing. This session will teach you how to develop and execute a content marketing strategy on your website and social media sites, and how to leverage content you already have and create new content. You'll also gain insight into what content creation should be outsourced and what should be created internally.
This document discusses content marketing strategies for nonprofits. It defines content marketing as a strategic approach focused on creating and distributing valuable, relevant content to attract and retain an audience and drive action. The document outlines various content marketing tactics including e-newsletters, photos, video, infographics, microsites, reports, events, webinars, podcasts and print newsletters. It emphasizes the importance of clearly defining the target audience and publishing relevant, valuable content on a consistent basis to achieve measurable goals. The document promotes an online course and free training about starting a better nonprofit blog.
The document discusses how content marketing can be applied in the book publishing industry. It outlines that book publishers are well-positioned for content marketing due to their expertise in curating and telling stories through long-form content. The document provides recommendations for book publishers on tactics for content marketing, such as blogging, hosting events, and partnering with other industries to create engaging content.
Everything You Always Wanted to Know About Content StrategyEthan Machado
The document provides an overview of content strategy from multiple perspectives:
- It discusses content strategy as understanding user and brand needs, and taking a clinical approach to organizing content.
- Content strategists are described as masters of organization, empathy, and rhetoric who use user research and testing.
- An audit process is outlined as inventorying a site, reviewing against standards, and providing recommendations.
- The relationship between content strategy and other disciplines like design, development and marketing is explored.
Content marketing is the king of marketing online for various businesses and making oneself visible. Its one of the most impressive ways of branding and creating a buzz for your business
It’s the Holy Grail–aligning sales and marketing. You want the right message to get to the right prospect at the right time–using the right channel. So how do you make it happen? How do marketers ensure the right content is instantly available in an easy-to-access format that allows for immediate customization? In this session, we’ll discuss the limitations of today’s technology solutions, and how you can turn your sales team into a competitive weapon to deliver powerful marketing messages.
6 things every cmo needs to remember in 2013ThinkDigital
1. CMOs need to master all digital media in order to understand how consumers use different devices and media channels.
2. They must lead the charge on attribution by creating clear attribution models and showing the impact of different marketing channels on sales.
3. CMOs should re-invent how they measure customer lifetime value by looking at cumulative purchases, repeated purchases, loyalty, recommendations, and brand advocacy over time.
CMO Event - Act-On, Modern Marketing: Addressing The New Buyer’s JourneyGlobal Business Intel
Modern marketing involves attracting potential customers through content, capturing their information through calls-to-action on websites and in emails, nurturing leads through automated email programs tailored to where prospects are in their buying journey, converting qualified leads to customers with sales intelligence tools, and expanding relationships through advocacy programs and customer lifecycle marketing. The new buyer's journey is more self-directed online, so integrated marketing and sales are key to moving prospects through the funnel and retaining existing customers.
Week4 Lecture in DBS Online Marketing, sales and digital strategy - covers B2B content and inbound marketing strategies, lead management process and case studies
Content creation has become a huge part of content marketing efforts. But with so much competition, how can you ensure that your content if of the highest possible quality.
WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]HubSpot
In this session, John Jantsch, author of Duct Tape Selling will define once and for all the ins and outs of inbound selling and more importantly outline how any business owner, marketer and salesperson can install an inbound marketing system that helps them attract more ideal clients, build authority and expertise in the market and yes, close more deals.
Presentation I was asked to give as part of Clemson MBA program's "Digital Marketing Lunch & Learn" series. One North Main Street, Greenville, September 18, 2014.
Thought Leadership for Startups by Lance ManningLance K. Manning
Thought Leadership for Startups: Developing your Company’s “Voice” through Content Marketing.
Description:
• Instead of traditional marketing approaches, startups can engage their target audiences with relevant content that proves their credibility as a trusted resource. More than just random blogging, an editorial strategy helps establish and grow conversations with customers thereby promoting brand awareness and loyalty.
• Explore ways to kick-start or improve your thought leadership efforts.
This document discusses how to create content that generates leads and sales through a 4-part process of planning, creating, distributing, and analyzing content. It explains that the planning process involves understanding business goals, key target markets, and a company's sources of competitive advantage. The creation process involves conducting research and determining the types of content to produce. Distribution involves sharing the content through appropriate channels. The final step is to measure the performance of the content. The overall goal is to attract, engage, and drive action from a target audience.
This document outlines 8 steps to building influence through content marketing: 1) Determine your audience, 2) Form your message, 3) Research publications, 4) Develop topic ideas, 5) Organize expertise in a knowledge bank, 6) Reach out to editors, 7) Create great content consistently, and 8) Maximize your content. Creating engaging content, finding time to publish, and pitching to influential sites are some of the top challenges marketers face that this 8 step process aims to address.
Why should agency account executives, managers, planners and the like care about content? Here's the business case for making content strategy a part of your agency's offerings.
Content_Marketing_presentation_ExternalSean Hamilton
This document discusses content marketing. It defines content marketing as the creation and sharing of media and publishing content in order to acquire customers. It notes that content marketing involves thought leadership by generating valuable insight and advice on issues customers care about. The document explains how content marketing differs from traditional marketing by being primarily inbound rather than interrupt marketing. It lists some benefits of content marketing such as positioning a company as an expert, encouraging consultation, generating leads, and contributing to communities. It stresses that content marketing should provide the most useful information to help clients, prospects, and leads like and trust the company.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
What Content Marketing Is All About And Why It MattersBuiltvisible
An introduction to content marketing, with everything you need to get started. Learn how to research your audience, find out what they need, and then execute a campaign to maximise your brand exposure.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Sales and Marketing Executive's Workshop: Content Marketing for SalesJacquie Chakirelis
Jacquie Chakirelis and Amy Neumann from Advance Digital/Northeast Ohio Media Group offer advice and tips for sales organizations on implementing content marketing strategies to increase sales and develop better relationships with customers.
Generating Sales Ready Leads Through Content MarketingGreg Shuey
In my SMARTcon presentation you can learn how to generate more brand awareness, more website traffic, more leads, and more revenue through content marketing strategy and execution.
Presentation by the Co-Founder & CMO of BlueGlass Interactive, Chris Winfield given at the SES Conference in San Francisco on August 15, 2012.
At any given time, there are 50-200 versions of Google's core search algorithm handling over 12 billion queries per month. At the same time, Google has made substantial quality improvement efforts through Panda and Penguin updates that require website owners to focus on quality content, optimization, and social engagement to stay above the fold. Siloed SEO is no longer a competitive advantage, and webmasters must master the converging worlds of search, social media, and content.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Five Steps In Building A Bullet Proof Content Marketing StrategyGreg Shuey
This document provides an overview of content marketing strategies and tips. It discusses identifying target audiences through buyer personas and journey mapping. It covers content mapping by audience stage and type. It emphasizes creating unique, high quality "10x content". It lists various marketing channels and emphasizes testing a few at a time. It discusses email list development and lead nurturing through drip campaigns tailored to the buyer's journey. Expert tips focus on understanding audiences, creating great content, testing strategies, and continual improvement.
This document discusses content marketing and provides strategies for creating helpful content. It begins by highlighting statistics that show the importance and growth of content marketing. However, it notes that not all content is relevant for buyers. The document then provides a five step checklist for creating successful content marketing: 1) understand buyers and their journey; 2) apply content to the buyer journey; 3) set goals; 4) define a content strategy; and 5) tell a good story. It emphasizes the importance of personalizing content for buyers and identifying information gaps. The document concludes by introducing the content marketing agency First Base and the services they provide.
This document provides an overview of content marketing programs and initiatives. It discusses leveraging owned media assets to establish trust and develop customer relationships through valuable, engaging content. The key points are that content should address user needs rather than just sell products, help increase customer retention, and differentiate the company from competitors. Successful content marketing involves understanding customer information needs and knowing how to map content to buyer cycles, while failure results from only selling rather than informing or not listening to evolve the program.
This document provides an overview of content marketing, including its benefits and challenges. It defines content marketing as creating relevant content to attract and engage an audience, encouraging customer action. The benefits are improving brand awareness, developing relationships, and positioning as an expert. Challenges include creating a content plan and producing quality content consistently. It provides tips for effective content marketing, such as understanding the audience and focusing on regularly published quality content.
The Only Marketing Left: The Essential Strategy of Content MarketingBlair Smith - MBA, CM
An exploration of the fundamentals of content marketing. Includes the evolution of content marketing over time, how to start thinking about core evergreen and micro-content, comparing content vs. advertising, and measuring the ROI of content marketing.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
Asia Social Media & Marketing Conference 2014: Examing the New Frontiers of PRErica Pompen
What’s Up & Coming: Examining the New Frontiers
of PR
• Breaking down the silos between marketing & PR
• Content marketing & PR: A good fit?
• Harnessing the power of “Big Data” in PR
• PR & social media predictions for 2014
AdvisorDeck has released tools to gain insight into how your prospects are engaging with your marketing efforts.
These slides from our webinar cover:
- The types of data that AdvisorDeck tracks on behalf of your prospects
- Where you can find this essential data
- How to use this data to inform conversations with prospects
- How this data can be used as a reference point during client meetings
For more information about our product and how our online marketing suite of tools can help financial professionals market themselves online, stop by our website here: http://getadvisordeck.com/feature-list/
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2. Agenda
• Define Content Marketing, Content
Creation, Content Curation
• Where Do We Start?
• What Drives Good Content?
• Which Content is Best?
• Content Creation v. Content Curation
• Discussion
• Resources
• Contact
3. What Do We Know?
• Content is Important!
– Over 90% of Marketers use content marketing as
part of their overall marketing strategy
• Buyers are smart
– No fluff, just the facts
• Thought Leaders
– Trust!
4. Content Marketing
“Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage a clearly
defined and understood target audience - with
the objective of driving profitable customer
action.” *
*Content Marketing Institute
5. Content Creation and Content
Curation
Content Creation is creating original content.
Content Curation is collecting relevant content
and delivering it in an organized, meaningful
way.
6. Where Do We Start?
• Content Strategy
– Content Audit
– What Type(s) of Content
– Goals
– Message
– Who Writes? Who Maintains?
– KPIs
– Test
7. What Defines Good Content?
-Relevant Interesting Compelling
-Tells A Story Engaging
-Thought-Provoking
-Informational
-Educational
-Easy To Read
-Adds Value Trust Thought Leader
-Action-Oriented – Move Prospect Further Down
Funnel
8. Which Content Is Best
• Match the right content at the right point in the buying cycle
– Awareness – Not sure of need yet – Plant the Seed – Introduce Brand
Ex.: Social Media, News Articles, Blog, Infographic, Videos
– Research – Offer unbiased info – Trust-Building Stage - Educate and Help Them
Move to the Next Stage –
Ex.: Blog, Email, Webinar, Video, Newsletter, eBooks, Analyst Reports
– Consider/Compare – Reinforce the Brand
Ex.: Whitepapers, Testimonials, Trial/Demo, Product Reviews/Comparisons, Case
studies, Collateral, Brochures, FAQs, Slideshare Presentation
– Buy – Introduce Product-Specific Information
Ex.: Collateral, Brochures, Case Studies, Pricing Details, Trial/Demo, Product
Guides, ROI Calculator
• Test, Baby, Test!
9. Content Creation v. Content Curation
• Creation
– Awareness
– Research
– Consider/Compare
– Buy
• Curation
– Awareness
– Research