Content Is Still King: Providing Ongoing Value to Customers
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Content Is Still King: Providing Ongoing Value to Customers
- 1. Content Is Still King Providing Ongoing Value to Customers
- 2. Agenda • Content Overload • Keep it simple • Content is more than words • Socialize your content
- 3. What is Content Marketing Content marketing is like stock — a building-block ingredient for nearly all of a company’s ―dishes.‖ Joe Chernov (@jchernov)
- 4. The State of the Inbox & Social •More than 2.8 million emails were sent every second in 2011 •About 100 trillion emails were sent over the course of the year •If Facebook were a country, it would be the 3rd largest •Facebook has more than 800 million active users •More than 50% of active users log on to Facebook in any given day •The average FB user has 130 friends •The average FB user is connected to 80 community pages, groups and events of www.radicati.com * Stats courtesy •Twitter has over 100 million active users worldwide, half of whom log in daily
- 7. Combating Content Overload Nearly 60% of B2B marketers reported that they tailor content by solution use case and 69% create targeted content by vertical.
- 8. Content • What’s Your Story? • Put your audience first • Your readers must desire your content • They must invite you into their circle of trust
- 9. Content Ideas • Content is designed to educate, inspire, and for aspiration and initiation –Pop Culture –Cause Marketing (TOMs) –Controversial? Risk –Funny
- 10. How Do You Do It Sally? • Know your business • Know your customer • Keep it light • Find your hook • Humor
- 11. Start with a Concept • Pick a product to promote
- 12. Tell the Story
- 13. Another Example – Product
- 14. Then Tell the Story
- 15. Voice • Be natural- be real • Write like you talk • Approachable – not clinical • Take the fear factor out • Skincare can be scary • Have fun with it
- 16. Voice
- 17. Keep It Simple • Hook ‘em with subject line • Engage ‘em with graphics • Reel ‘em in with clever copy • Close ‘em with great CTA
- 18. Simple Examples
- 19. Simple Examples
- 20. Simple Examples
- 21. Why Less is More Works • Easy to scan • Your message and CTA stand out • Takes less time to create the content • More opportunity to contact vs squeezing everything into one
- 22. Content is More than Words • Video • Infographics - http://visual.ly • Charts • Live demos • User generated- quotes, testimonials
- 23. Video Content • YouTube is now streaming 4 billion online videos daily! • 60 hours of video is now uploaded to YouTube every minute • 75% of Fortune 500 executives view online video at work
- 24. Video Content • How-to videos • Day in the life • Customer testimonial
- 25. Infographics Are the New Black
- 26. How to Improve Your Content? • You be you – authentic • Be a story teller – but do it short & sweet • Make it easy to share • Love what you do • Be awesome
- 27. How Social is Your Content? • Invite readers to share • Focus on engagement (use FB insights) • Facebook edge rank – based on user affinity, weight and time decay • Test, test and test some more
- 28. The ―It‖ Factor • Swagger Wagon – spin on pop culture http://www.youtube.com/watch?v=ql-N3F1FhW4 Tim Tebow - #1 best selling jersey before he ever played http://www.youtube.com/watch?v=WO8imsZl1F8&feature=player_embedde d#!
- 29. Social Examples • Coca- Cola and Starbucks are 2 of the top 100 Facebook pages
- 30. Those %$** Obstacles • Time • Proactive but real time • Feeling like you have to do it all
- 31. Content Is Still King Wrap Up • What’s Your Story • Keep it Simple • Make it easy to share
- 32. Questions? Kim Stiglitz, VerticalResponse Director Lifecycle Marketing @Stiggy1 Sally Waters, Owner & Founder Birdy Botanicals
Editor's Notes
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” If content is written in the wrong way, or isn’t helpful to the reader, it can really damage your reputation and brand. But, if it’s action-oriented, practical, educational, and meaningful, then you’re more likely to build strong relationships with your target audience.
- Keep it simple, but keep it coming; No matter how much content you produce, it’s never enough!Repurpose as much of our content as possible and encourage user- and employee-generated contentthere is no one-fit solution to a content marketing strategy. Each company has its own unique services, products, campaigns and culture. A content marketing strategy needs to mold to the company, fitting each need of the business. Content marketing is not cookie-cutter.
- Creating great content isn’t enough. The content must be distributed and marketed properly to gain traction.
- Infographics are visual representations of information, or “data viz” as the cool kids call it these days. Today’s infographics are far more eye-catching than simple pie charts and bar graphs. Today, infographics compile many different data visualizations into one cohesive piece of “eye candy.” They have evolved with design trends, received some creative facelifts, and the Internet is now getting filled with interesting information delivered in enthralling ways.You don’t have to create content from scratch to deliver value.Curating and pointing folks to content of interest, inviting others to contribute content, and putting a new spin on existing content are all ways to generate a fresh stream of content that keeps your audience coming back for more.