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Welcome
Content Marketing –
Turning Words into
Action
Scott Oser, President, Scott Oser Associates
@scottoser
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
Content Strategy vs Content
Marketing
Key Steps in Content Marketing
1. Goals
2. Target Audience(s) and Buyer Personas
3. Identifying and Implementing Content
Goals
• Meaningful, measurable, time-bound
• Content inventory and process
• Objectives and metrics
Buyer Personas
1. Background
2. Demo
3. Identifiers
4. Goals
5. Challenges
Take Action: Create Your Buyer
Persona
• Background
• Demo
• Identifiers
• Goals
• Challenges
• 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
Goal: Content for Leads
Prospects
Interest
Awareness• Landing
pages
• Videos
• Gamification
• Infographics
• Checklists
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
Content for Members:
Relationship & Retention
Relationship
• Blog posts
• Newsletters
• Social media engagement
Retention
• Special offers and coupons
• Contests and giveaways
• Recognition
Content Repurposing In Action
Blogging…6, 7, 8, 9, 10
What’s Your Top Takeaway? Take
Action!
Contact Info:
Scott Oser
President
Scott Oser Associates
scott@scottoserassociates.com
301-279-0468
@scottoser

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Content Marketing - Scott Oser

  • 2. Content Marketing – Turning Words into Action Scott Oser, President, Scott Oser Associates @scottoser
  • 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
  • 4. Content Strategy vs Content Marketing
  • 5. Key Steps in Content Marketing 1. Goals 2. Target Audience(s) and Buyer Personas 3. Identifying and Implementing Content
  • 6. Goals • Meaningful, measurable, time-bound • Content inventory and process • Objectives and metrics
  • 7. Buyer Personas 1. Background 2. Demo 3. Identifiers 4. Goals 5. Challenges
  • 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
  • 10. Goal: Content for Leads Prospects Interest Awareness• Landing pages • Videos • Gamification • Infographics • Checklists
  • 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
  • 15. What’s Your Top Takeaway? Take Action!
  • 16. Contact Info: Scott Oser President Scott Oser Associates scott@scottoserassociates.com 301-279-0468 @scottoser

Editor's Notes

  1. Scott kicks off intro – why we’re here, premise of session KiKi adds to – our goal for the session
  2. 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
  3. Scott – The brains behind what you’re trying to accomplish before the “beauty” of the marketing.
  4. Scott - simple/complex, what we’ve done to keep things simple. 3 things identified to help you be successful as quickly as possible.
  5. 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.
  6. 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?
  7. Scott, part 2
  8. KiKi Video: Apps and software that can help Audio: Echo app
  9. Scott
  10. KiKi
  11. Scott
  12. Scott
  13. KiKi & Scott wrap it up
  14. Last slide - “Contact Us”