The document discusses why content marketing is important for businesses. It argues that content marketing helps companies (1) be found through search, (2) attract and nurture leads, and (3) showcase their expertise. The document provides tips for developing an opt-in email list through content like ebooks and webinars, and recommends using email marketing and measuring website analytics to promote content and track success.

1. Whoever has the best
content wins!
Presented by:
David Sher
Phyllis Neill
Buzz12 Content Marketing

2. About Buzz12
 Creating and executing e-marketing
solutions for business to business
companies since 2009.
 Partner Phyllis Neill 20+ years’ marketing
and management
 Partner David Sher, 35+ years’ Co-CEO
of AmSher

4. Why content marketing?
“Soft” reasons:
 Becoming CRITICAL part of a company’s
sales/business development process.
 Promote your company and employees
as “thought leaders” in industry.
 Being knowledgeable, helpful,
encouraging, and “giving away”
knowledge as a marketing model.
 Encourages two-way conversations as
opposed to one-way “interruption”
marketing.

5. Why content marketing?
“Hard” reason #1:
Helps you b
Helps you
befound
found

6. Why content marketing?
“Hard” reason #2:
Attract;
nurture
leads

7. Why content marketing?
“Hard” reason #3:
Show off
expertise

8. Why content marketing?
“Hard” reason #4: Drive prospects
to your web
site!

9. Lead generation/lead
nurturing
 Using compelling, relevant content, you
can attract and nurture leads.
 Today, second to Content Marketing,
most valuable asset is email opt-in list!

10. How to build opt-in list?
 Outbound: (you find leads)
◦ Existing clients
◦ Prospects (ask first)
◦ Export Linkedin contacts (ask first)
◦ Export Outlook contacts (ask first)
 Inbound: (leads find YOU passively)
◦ Create content giveaways in exchange for
email addresses!

11. What to do with opt-in
lists?
 Email marketing campaigns!
◦ eNewsletters – include articles from your
white papers, and blogs.
◦ Keep very informative and interesting.
◦ ONE call to action at bottom.
◦ eMarketing blasts – can be to encourage
people to download new content you’ve
created (i.e. eBooks, special reports, white
papers, recorded webinars, etc.)

12. Measure your success

13. Measure and adjust
 Website analytics: increase in Visits,
Visitors, and Pageviews month over
month, top 5 referrers of organic traffic
 E-marketing metrics such as open rates,
opt-out rates, # clicks
 # new leads, # new prospects, # opt-in’s
to eProducts.
 Categorize all new biz by lead source.

14. Buzz12 resources:
 Sign up for newsletter at our website,
www.buzz12.com
◦ www.facebook.com/buzz12
◦ www.twitter.com/buzz12
◦ www.twitter.com/phyllisneill
◦ www.youtube.com/buzz12pow
◦ www.plus.google.com
 You can download this presentation at
www.slideshare.net/buzz12