The document outlines a session on content marketing, emphasizing its importance as a long-term strategy to drive website traffic and improve search rankings through original and relevant content. Key learning outcomes include defining content marketing, leveraging existing content, and understanding best practices for measuring success. It provides practical tips on setting goals, utilizing video, involving influencers, and engaging users to enhance customer loyalty and engagement.

1. Content Is King: Drive More Traffic,
Leads and Sales with Content Marketing
JANUARY 21, 2015 || 3:00 – 4:00 PM
Presenter(s):
Meredith Oliver || Creating WOW, Raleigh, NC
Kristi Allen || McArthur Homes, South Jordan, UT

2. Session 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.

3. Learning Outcomes
efine the term content marketing.
ain insight on how to leverage existing content.
evelop a content marketing strategy.
ecognize content marketing best practices.
nderstand how to track and measure content marketing.

4. The ALS Ice Bucket Challenge

5. Content Marketing is the art and science of
providing relevant and informational content to
targeted audiences resulting in increased
customer engagement and loyalty.

6. “Content is anything that creates a
compelling online experience.”
~Adam Audette, Chief Knowledge Officer, RKG

8. Website Traffic
Website Leads
Sales
Benefits of Content Marketing

9. Tip #1 – Set Clear Goals

10. Set Clear Goals
Build brand awareness
Educate new product/process
Reputation management
Generate buzz and excitement
Improve search engine rankings
Deliver traffic online/onsite

11. “Don’t just make content,
make content that matters.”
~Jay Baer, President, Convince and Convert

12. Content is Your SEO
More is better
Traffic to the content
Usability very important
Must be optimized

13. Drive Traffic
Publish regularly
Evergreen topics
Shareable
Clever & unique
Paid Placement

14. Tip #2 – Use Video

15. Outbound marketing
tools push your message
out to broad groups

16. Product Overviews
How To Tips
Testimonials
Behind the Scenes
Employee Interviews
Frequently Asked Questions
What’s Your Subject?
Which Format Works Best?

17. Measure Your Results
Consumption
Sharing
Leads Generated
Sales

18. Tip #3 – FAQ’s Drive Content

20. Top 5 Most Clicked Topics
1.Local area
2. Community updates
3. Realtor shout-outs
4. Seasonal tips
5. HGTV lifestyle

21. Focus on the
message first
and then the
medium

22. Tip #4 – Utilize Influencers

23. Identify the Right Influencers

25. Tip #5 – Strategically Publish

26. Don’t blast fans with
the same content on
multiple sites with the
same message.

28.  Tailor message
 Vary timing
 Match audience
 Fit site culture

29. Tip #6 – Involve Your
Fans

31.  Buyer/Prospect Shares
 UGC – User Generated Content

32. Buyer/Prospect Shares

33.  7% of Website Traffic
 400% Increase in Referral Sales
Buyer/Prospect Shares

34. User Generated Content

35. User Generated Content

36. User Generated Content

37. Meredith Oliver
Creating WOW
321.230.1287
@CreatingWOW
Speaker Contacts:
Kristi Allen
McArthur Homes
Head Shot
801.608.6801
@NewHomeGirl