Content Marketing 101 with Merci Alfred's Founder
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Learn how Merci Alfred's founder has successfully built a paid-free Content Marketing strategy to gain millions of readers on its newsletter and blog.
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Content Marketing 101 with Merci Alfred's Founder
- 1. Content Marketing How to get new readers and clients without giving a single euro to Google or Facebook ? Station F, Feb 13th
- 2. 0,35$ 0,5$ 0,99$ Facebook Ads average CPC Aug 16 Jan 17 Juil 2017 Sources for Facebook ads: Adespresso, Adstage. Sources for Google Ads : iProspect +25% Google Ads average CPC 2015 2016 2017 +5%
- 3. PR Paid Acquisition Organic Acquisition Facebook or Google ads Offline Marketing Direct Marketing Organic Search Word of Mouth Content Marketing Paid Search ... ...
- 4. Ready ?
- 6. The Effective Communication Framework ❏ Trigger ❏ Emotion ❏ Surprise ❏ Story ❏ Curiosity Gap
- 7. Co-founder of the sustainable fashion brand Loom 10 000+ clients My experience… Co-founder of the media Merci Alfred 400 000+ subscribers through word-of-mouth Co-author of La 25e Heure 5000+ sales in first three months
- 8. … and the science !
- 9. ❏ Trigger ❏ Emotion ❏ Surprise ❏ Story ❏ Curiosity Gap
- 10. Is there something in our social environment can remind us of the content ?
- 11. Trigger Weekly soccer match Think “triggers” when writing content Trigger Bachelor Party Trigger Each meal with friends
- 12. ❏ Trigger ❏ Emotion ❏ Surprise ❏ Story ❏ Curiosity Gap
- 13. Send your birth date (dd-mm-yyyy in the subject) to life@25th.io
- 14. Today1929 White collars are the new Blue collars 42,6 44,1 35 48 hours / week
- 15. Birth 30 y.o. 60 y.o. 90 y.o.
- 16. 20 answers after the conference 70 in the same evening When we care, we share.
- 17. We share when we feel happy and/or empowered HIGHLY EMPOWERED NOT EMPOWERED NEGATIVE POSITIVE Emotions we share Excited Happy Satisfied Tired Depressed Afraid Angry Bored Astonished Relaxed Frustrated
- 18. ❏ Trigger ❏ Emotion ❏ Surprise ❏ Story ❏ Curiosity Gap
- 21. Le “jamais lu” Write something never read before.
- 22. “The world first pocketable radio” “In 10 years, an American man will be walking on the moon”
- 23. How does Nordstorm communicate the need for an excellent customer service to its owns employees ?
- 24. > A Nordie actually packs the presents of someone who bought them at Macy’s > A Nordie irons the shirt of someone who needs it for the same afternoon > A Nordie reimburses a client on tyre snow chains… even if it doesn’t sell any
- 25. ❏ Trigger ❏ Emotion ❏ Surprise ❏ Story ❏ Curiosity Gap
- 26. The power of story : neural coupling
- 27. Find a protagonist !
- 28. Don’t be afraid to write something long
- 29. ❏ Trigger ❏ Emotion ❏ Surprise ❏ Story ❏ Curiosity Gap
- 30. Which newsletter title would have the highest open rate ? La meilleure adresse de Paris La meilleure adresse japonaise à Paris
- 32. ❏ Trigger : top of mind, tip of tongue ❏ Emotion : when we care, we share ❏ Surprise : write something you never read ❏ Story : hack your audience’s mind ❏ Curiosity Gap : build suspense