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Content Marketing Webinar
The document discusses the importance of content marketing as a primary tool for engaging customers and driving sales, emphasizing a customer-centric approach over traditional marketing methods. It outlines strategies for creating effective content, measuring return on investment, and utilizing various media formats such as blogs, webinars, and social media to enhance visibility and authority. Additionally, it provides practical tips for optimizing content for search engines and improving audience engagement.
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Content Marketing Webinar
- 1. Content June 24, 2009 ByronWhite, ideaLaunch Chief Idea Officer Marketing What is Content Marketing? Content Marketing Essence Content Creation Process ROI Measurement Webinar Content Asset Portfolio Tips for Success
- 2. What is content marketing?It’s more than just a buzz word. It’s the most important tool in your marketing toolchest these days.
- 3. It’s the artof listening to your customer’s needs and wants.
- 4. And the scienceof delivering it to them in a compelling way.
- 5. It’s constantly testing campaignsto learn what works and doesn’t.
- 6. It’s a well-toldstory that keeps readers coming back for more.
- 7. The essence ofthe content marketing revolution is all around us in the form of words, motion and conversations.
- 8. Traditional broadcast marketing isnecessary perhaps, but limited. – Cold Calling – Direct Mail – Print Advertising – Trade Shows – Telemarketing – Banner Ads – Radio Spots
- 9. Content Marketing talks withpeople, not at people.
- 10. Content Marketing puts thecustomer at the center, not the company.
- 11. It’s important. “Theonly marketing left is content marketing.” Seth Godin – All Marketers are Liars – Meatball Sunday – Purple Cow – The Big Red Fez – Small is the New Big – The Moo – Tribes
- 12. Insight and adviceto customers replaces features and benefits. – Earn Trust – Add Value – Be Honest – Share Ideas – Stop Selling
- 13. Content becomes the pipelinefor warm leads. No more cold calling! – Measure Prospect Interaction – Push Content Track Interest – Points for Downloads – Points for Conversations – Points for Particpation – Points = Trust = Sales
- 14. Content becomes available toreaders any time and any place. – Mobile – RSS Feeds – Content Widgets – Content Gadgets – Desktop
- 15. Creating content forthe web is an art & science. You must now optimize content for readers AND the search engines.
- 16. Start by researchingyour customer’s needs and wants in creative ways. – Keyword Research – Social Media Sphere – Talk and Listen – Surveys and Polls – Customers Customers
- 17. Find the opportunityfor content assets to drive traffic and sales fast. – PPC Price – Search Volume – Manual Weights – Trend Report – Traffic Report
- 18. Optimize content around hottopics and keywords that appeal to the bots. – SpyFu.com – RavenTools.com – GoodKeywords.com – KeywordDiscovery.com – Google.com – WordVision.com
- 19. Hire great writersthat know how to get under the skin of the reader. – Inhabit the Target Audience – Build Credibility – Contagious Writing Style – Surprise and Delite – Teach us to be Smart – Practice Writing Haiku – Find New Value – Work Smart
- 20. Score content SEOstrength easily. Put technology to work for SEO. – PageStrengthTool.com – Score SEO Strength – Pepper Rich Keywords – Build Internal Links – Find Low Lying Fruit – Create Meta Descriptions – Support SEO with Content
- 21. You demand a measurablereturn on your investment for content marketing. No more guesswork.
- 22. Improve conversion rates instantlywith landing page optimization. – A/B Testing – Multivariate Testing – Google Website Optimizer – Site Tuners – Offermatica – Optimost
- 23. Readers decide what headlines,copy and graphics works best. Fast!
- 24. Track listing positionsin the search engines for success measurement. – Establish Keyword Universe – Track Top 100 Listings – Track Top 10 Listings – Track Top Keywords
- 25. Compare listing position trendswith content deployment.
- 26. Compare content deployment withtraffic spikes.
- 27. Study repeat visitationto your website and time- on-site.
- 28. Tips for Content MarketingSuccess learned by creating and developing 18 million words for 500+ clients.
- 29. Internal and externallinks are essential for success. Get the most of link love. – Link Popularity – Support SEO – Validate Content – Justify Top Listings – Big Beef Story
- 30. Put the fullpower of social media with conversations, not followers.
- 31. Publish a printedbook and become an authority.
- 32. Discover what yousee that your competition does not see. – Apply Your Expertise – Position Your Company – Find Keen Insight – Shed New Light – Offer the Inside Scoop – Raise Awareness – Progress Leads with Knowledge
- 33. Find the essentially contestedconcepts and share your insights. – Follow Thought Leaders – Find Topics to Debate – Chime in Your Thoughts – Contribute to Communities – Put Your Ideas to Work – Stay on Topic
- 34. Social media postsand conversations offer the insight you need. – Search.Twitter.com – FaceBook.com/lexicon/ – ThunderThimble.com – TechRigy.com – BlogSearch.Google.com – BlogPulse.com – IceRocket.com – Delicious.com – StumbleUpon.com
- 35.
- 36. Articles translate your expertiseand establish the credibility you need. – Knowledge Centers – FAQ Sections – Article Submissions – Link Popularity – Industry Journals
- 37. It’s amazing whata printed book can do. Authors are authorities. – $172M Audio Books 2008 – On-Demand Printing – ISBN Authority – Future Search – Speaking Events – Authority Validation
- 38. The content marketing revolutionbegan with White Papers. Go Retro! – Bit Stale – Establish Expertise – Make Understandable – Infuse Personality – Showcase Insight
- 39. Video content isbecoming the mainstream for wallstreet and mainstreet. – YouTube: 20 Hours/Minute – Broadband Speed – Hollywood Entertainment – Sissimo: Site, Sound. Motion – Viral Marketing – Trade Shows – Motion and Emotion
- 40. Web readers aretraveling at high speeds. eBooks catch them on the fly. – $113M Sales 2008 – Increase 68% 2007 – Google Listings – Whitepaper Steroids – Email Required – Easy Pass Around
- 41. Microsites offer specific topicfocus and solutions, without the distractions. – Talk the Real Talk – Micro Communities – Topic Focus – Testing Platform – Controled ROI
- 42. Short, sharp, contentrich Webinars turn browsers into believers. – Thought Leadership – Competitive Intelligence – Authority Leadership – Conversion Metrics
- 43. The projections for podcastdownloads make this media exciting. – Internet Users Audience – 9% 2008 – 11% 2009 – 13% 20010 – 14.5% 2011 – 15% 2012 – 17% 2013
- 44. Slide presentations get concisethoughts out to interested prospects. – SlideRocket.com – SlideShare.net – SlideServe.com – PPTExchange.com – SlideLive.com – AuthorStream.com
- 45. Case Studies buildyour case to show exactly how your services help. – Like Me – Predict Future – Find Similarities – Compare Notes
- 46. Translate your expertise andpoint of view with easy-to-understand tips. – Measure ROI – Improve Conversions – Long Tail Keywords – SEO Edge
- 47. Byron White, ideaLaunch ChiefIdea Officer Create Great Blog: ideaLaunch.com/Blog Twitter: ByronWhite FaceBook: Byron White Phone: 617-227-8800 x 201 Content Cell: 617-775-5828