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Content marketing - John Carcutt - Digitizing
- 1. Follow @johncarcutt John Carcutt Directorof SEO & Social Media presented by The “New” Content Marketing Landscape
- 2. Follow @johncarcutt Advance Digital Oneof the largest local media companies in the US
- 3. Follow @johncarcutt Advance Publications Theparent company of Advance Digital and CondeNast
- 4. Follow @johncarcutt Advance Publications Theparent company of Advance Digital and CondeNast
- 5. Follow @johncarcutt Who isthis guy? Why should I take the time to listen to him? John Carcutt Director of SEO & Social Media Advance Digital Follow on Twitter @johncarcutt • 12 Years in SEO and Online Marketing • SEO Teacher and Speaker, University of Miami, National & Local Level • Published on most major online search publications and news sites. • Co-Host of SEO101 on Webmaster Radio (weekly radio show) • Worked with thousands of local and national companies on SEO • Has worked both as an in-house SEO and built SEO divisions for national advertising agencies.
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- 7. Follow @johncarcutt “It’s amarketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.” Joe Pulizzi – Content Marketing Institute
- 8. Follow @johncarcutt Credited withcreating the first Content Marketing Campaign
- 9. Follow @johncarcutt • 1900– Michelin develops the “Michelin Guides” to help drivers maintain their cars and find decent lodging. • 1904 – Jell-O distributes free recipe book that leads to $1 million in sales by 1906. • 1930s – P&G creates and sponsors radio “soap” operas. • 1982 – Hasbro partners with Marvel to create G.I. Joe series of comic books, which leads to a revolution in the toy industry. • 1987 – LEGO launches Brick Kicks magazine (now LEGO Club magazine) • 2004 – Microsoft launches Channel 9, one of the first corporate blogs from a major brand. • 2007 – BlendTec develops Will It Blend? video series. • 2008 – American Express launches Open Forum. • 2008 – P&G creates BeingGirl.com for adolescent teen girls.
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- 11. Follow @johncarcutt Now thereis a debate. Content Marketing or Inbound Marketing
- 12. Follow @johncarcutt Most traditionaladvertising mediums are moving online. Content Marketing is moving with them.
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- 17. Follow @johncarcutt The 7Layers of ContentThe 7 Layers of Content Interactive Based Document Based Software Based Audio Based Video Based Image Based Text Based
- 18. Follow @johncarcutt The 7Layers of ContentThe 7 Layers of Content InteractiveDocumentsSoftwareAudioVideo Text Based • Blogs • Sponsored • Articles • Email • eBooks • Brochures • Manuals • Case Studies • Social Posts • Guides • Press Releases • Data Sheets • White Papers • Workbooks • Etc.
- 19. Follow @johncarcutt The 7Layers of ContentThe 7 Layers of Content Interactive Based DocumentsSoftwareAudioVideo • Contests • Sweepstakes • Voting • Webinars • Guides • Courses • Widgets • SaaS • Sponsored • Data Sets • Etc.
- 20. Follow @johncarcutt Yep, it’soverwhelming.
- 21. Follow @johncarcutt 1. Know“why” you are doing it 2. Know “who” you are speaking to 3. Know “what” you want to happen
- 22. Follow @johncarcutt 1. Leadconversion & nurturing 2. Customer loyalty/retention 3. Customer up-sell 4. Passionate subscribers There are a number of possible business goals you can have.
- 23. Follow @johncarcutt 1. Revenue 2.Lower expenses 3. Happier customers The return on any one of the those goals should have a direct impact in one of these areas: . “How are customers and prospects who engage with my content different from those who don’t?”
- 24. Follow @johncarcutt 1. Whoare they, how do they spend their day? 2. What are their needs, how will your content ease their pain points? 3. Why do they care about us, how can we grab their attention? You need to understand your audience and build persona(s).
- 25. Follow @johncarcutt This isabout defining your “Editorial Mission Statement”. Once you know the Why and Who you can create the focus. This is not a focus on your products & services, but on the needs of your personas.
- 26. Follow @johncarcutt Create a“Voice” based on your company’s persona Keep your “Voice” consistent Slightly modify your Voice for specific customer personas if needed
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- 28. Follow @johncarcutt 1. SponsoredContent 2. Video Distribution 3. White Papers 4. Micro Website 5. eBook
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- 39. Follow @johncarcutt Create contentcampaigns which help ease customer pain points Focus on specific customer personas (shotgun approach will not work) Become a knowledge center not an advertiser You need a long term commitment
- 40. Follow @johncarcutt Thank You! Ihope you found this useful.