Selling the Content Marketing Story - Pak Hou Cheung's presentation for the Content Marketing Show in May 2013. Located at the Institute of Education near Russell Square Station, in London.

1. SELLING
THE
CONTENT MARKETING STORY
PAK HOU CHEUNG
ORGANIC CONTENT STRATEGIST
BLUEGLASS.CO.UK
CONTENT MARKETING SHOW – MAY 2013

6. THE FOLLOWING
EVENTS ARE BASED
ON A TRUE STORY…
(kind of…)

7. IT BEGAN HERE…..

8. TODAY…..

9. YOU NEED SOME AWESOME SEO…..

10. YOU NEED SOME AWESOME SEO…..

11. SO YOU BEGIN…

12. AWESOME SEO GETS TRAFFIC….

13. YOU GET HIT BY A GOOGLE UPDATE….

14. YOU DO SOME MORE AWESOME SEO…

15. YOU START CHASING THE ALGORITHM..

16. YOU GET HIT BY A BIG UPDATE…..

17. FINALLY……

18. SO WHAT NOW
THEN…..

20. THE NEXT SERIES
OF EVENTS,
IS SADLY ALSO BASED
ON A TRUE STORY…..
(kind of…)

27. ?
CONTENT
STRATEGY
SEO
SOCIAL
MEDIA

28. YOUR
BRAND
CONTENT
STRATEGY
SEO
SOCIAL
MEDIA

32. MY CONTENT IDEAS
1) Viral Content Ideas
2) Target Publisher Sites
3) Find Influencers

34. WHAT IS
YOUR
GOAL?

35. HOW WILL
CONTENT MARKETING
ACHIEVE MY GOAL?

38. Content in the Awareness Stage
Make it memorable, shareable & optimized
• It has to stand-out
• Allow & encourage sharing
• Promote
Make it interesting, useable & dynamic
• Tips
• Tools
• Tutorials
• Free downloads
• Include visuals

42. Content in the Consideration Stage
Be educational
Use your content to demonstrate how it solves that problem
• Product demos
• In-depth tutorials
• Entertaining FAQs
• Buying guides
Leverage (and build) relationships
• Testimonials & reviews
• Case studies (tell a story)
• Analysis reports

49. Content in the Purchase Stage
Focus on The Why
Inspire your audience to buy
• Share; don’t push
• Elicit emotion
• Be passionate
Tell them what they’ll get
Show results; demonstrate true value with your content
• ROI calculators
• Descriptive case studies
• Pricing information
• Detailed tutorials

50. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/

51. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/

53. Content in the Retain & Upsell Phase
How do you get them coming back?
• Don’t stop offering value
• Find different ways to reach them
(i.e. newsletters, interactive quizzes & polls, direct-mail pieces,
events, etc.)
• Keep it fresh and exciting
• Remind them of all benefits
Don’t stop sharing
• A social strategy can be a powerful thing
• So can a phone call
• Or a personalized email

54. Screen Shot Taken
December 20th, 2002

55. Screen Shot Taken
December 20th, 2002

56. Screen Shot Taken
29th May, 2013

57. Screen Shot Taken
29th May, 2013

58. Screen Shot Taken
29th May, 2013

59. Screen Shot Taken
29th May, 2013

60. SAD, BUT TRUE…
NOT EVERY BUSINESS IS
ASOS…..

65. http://bit.ly/measuring-your-success-2013
http://bit.ly/4-types-of-content-marketing-metrics
http://bit.ly/top-5-micro-conversion-metrics
http://bit.ly/content-auditing-2012

66. CONTENT OUTREACH &
ENGAGEMENT
STAYING AHEAD OF THE GAME
PAK HOU CHEUNG
ORGANIC SEARCH STRATEGIST
BLUEGLASS.COM
ThinkVisibility - MARCH 2013

68. You need quality, method & patience to pay off….

69. SO YOU BEGIN…

70. YOU MIGHT NOT SEE MUCH DIFFERENCE

71. THEN THINGS PICK UP…..

72. TRAFFIC GROWS….

73. YOU SEE THE RESULTS…

74. PCHEUNG@BLUEGLASS.CO.UK
WWW.BLUEGLASS.CO.UK