The document discusses the importance of content marketing, emphasizing that content is essential for engaging and retaining customers. It outlines six principles for creating effective content, including being authoritative, strategic, and passionate while focusing on the needs of the audience. Additionally, it highlights the need for consistency and continuous improvement in content creation.

1. Content Marketing
Why You Should Care
And What To Do About It
Jeff Hough
Director,
ISU Workforce Training

2. What is
Content
Marketing?

3. Let’s get one thing straight…

4. …Content Is
King

5. But…
Why?

6. Without content, the internet
would be empty

7. How Content Marketing Really Works:
Markerter’s
Make
Content

8. How Content Marketing Really Works:
Markerter’s
Make
Content
Searcher’s
Find
Content

9. How Content Marketing Really Works:
Markerter’s
Make
Content
Searcher’s
Find
Content
Searcher’s
Like and
Come Back

10. How Content Marketing Really Works:
Markerter’s
Make
Content
Searcher’s
Find
Content
Searcher’s
Like and
Come Back
Marketer’s
Capture
Information

11. How Content Marketing Really Works:
Markerter’s
Make
Content
Searcher’s
Find
Content
Searcher’s
Like and
Come Back
Marketer’s
Capture
Information
Marketer’s
Customize
Content

12. How Content Marketing Really Works:
Markerter’s
Make
Content
Searcher’s
Find
Content
Searcher’s
Like and
Come Back
Marketer’s
Capture
Information
Marketer’s
Customize
Content
Customers
Come Back
And Buy

13. How Content Marketing Really Works:
Markerter’s
Make
Content
Searcher’s
Find
Content
Searcher’s
Like and
Come Back
Marketer’s
Capture
Information
Marketer’s
Customize
Content
Customers
Come Back
And Buy

14. So, what is
it exactly?

16. Source: Holger Schulze

17. Source: HubSpot

18. Why
Does It
Work?

19. SEXY

21. Yummy Content!

22. Sales Funnel

23. Buyer Personas

26. Feed
Me!
Content Monster

28. Content Calendar

29. Six Principles of
Creating Great Content

30. Six Principles of
Creating Great Content
Be The Buyer
Everything starts with
their challenges, needs
and concerns.
1

31. Six Principles of
Creating Great Content
2 Be Authoritative
Stay in your Sweet Spot,
where you are the expert
and authority and
understand the things
your customers care
about.

32. Six Principles of
Creating Great Content
3 Be Strategic
Consistency is key, pick a
schedule you can keep
and content you can
create.

33. Six Principles of
Creating Great Content
4 Be Prolific
It is a marathon, not a
sprint.

34. Six Principles of
Creating Great Content
5 Be Passionate
If you don’t care about it,
why should anybody
else?

35. Six Principles of
Creating Great Content
6 Be Tough on Yourself
Don’t be lazy, strive for
constant improvement.

36. Six Principles of
Creating Great Content
6 Be Tough on Yourself
5 Be Passionate
4 Be Prolific
3 Be Strategic
2 Be Authoritative
Be The Buyer1

38. A Good Title

39. A Good Title Relevant Topic

40. A Good Title Relevant Topic
Strong
Images

41. A Good Title Relevant Topic
Keywords

42. email Jeff, Here are 8 Unconventional Thoughts Just for You.
A Good Subject
Line

43. email Jeff, Here are 8 Unconventional Thoughts Just for You.
A Good Subject
Line Mobile Ready

44. email Jeff, Here are 8 Unconventional Thoughts Just for You.
A Good Subject
Line
Mobile
Ready
Call To
Action

46. A Big Shoutout to:
Velocity Partners
For the Principles of Creating
Great Content
Check them out at:
velocitypartners.co.uk
Rand Fishkin
For the “Way Content
Marketing Really Works”
concept.
Check him out at:
MOZ Blog