3. How We Define Content
Marketing
“Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to attract
and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.”
--Content Marketing Institute
8. Take Action: Create Your Buyer
Persona
• Background
• Demo
• Identifiers
• Goals
• Challenges
9. • Video
• Short form vs. Long form
• DIY vs. Professional
• GIFs
• Livestreaming
• Audio
• Podcasts
• Webinars
• Infographic
• Text
• Articles
• Blog posts
• Lead magnets
• Email
• Direct mail
• E-newsletters
• E-books
• White papers
Types of Content & Types of
Channels
11. Goal: Content for Prospects
Conversion
Evaluation
Intent
Consideration
• How-to
guides/videos
• Social media
engagement
• White papers
• E-books
• Informative webinars
• Customer
reviews and testimonials
• Data sheets for
comparison
• Service/Product demo
videos
12. Content for Members:
Relationship & Retention
Relationship
• Blog posts
• Newsletters
• Social media engagement
Retention
• Special offers and coupons
• Contests and giveaways
• Recognition
Scott kicks off intro – why we’re here, premise of session
KiKi adds to – our goal for the session
KiKi – talks about content marketing from the big picture viewpoint…
Content marketing focuses on the tactics and execution—the actual creation, curation, and editing of content that's specifically created for the purposes of marketing. This could be anything from blog posts to the confirmation page, and is aimed at building a trusted connection between a company's products or services and the market that might end up purchasing them. It's about creating content that people not only want to consume, but that will also help them through the sales funnel.
Transition to Scott
Scott – The brains behind what you’re trying to accomplish before the “beauty” of the marketing.
Scott - simple/complex, what we’ve done to keep things simple. 3 things identified to help you be successful as quickly as possible.
KiKi
Formulate your goals so that they are meaningful, measurable, and time-bound and that they are things your content can reasonably accomplish.
Well-thought-out objectives are important, but actions don't just magically trickle down from them. Ultimately, those objectives have to be built on a foundation of concrete actions and well-defined key results.
Scott
You're going to want to understand all kinds of things about your audience, like:
Demographic info (age, gender, location, etc)
Where they are on the net? (What other sites do they frequent?)
What channels do they use to communicate? (Is this a Twitter crowd or an Instagram one?)
Who do they listen to? (Time to figure out who their influencers are.)
What are their pain points?
Scott, part 2
KiKi
Video: Apps and software that can help
Audio: Echo app