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Content Marketing:
How to Market
Your Design Agency 	

on Any Budget
CONTENT MARKETING

	


A marketing technique that creates
and distributes valuable content 	

to your target audience.
Content marketing 	

talks with people
Your unique expertise + 	

the issues your audience cares about 	

= effective content marketing
What your business wants to achieve &
what your marketing needs to achieve 	

in the next 6 months
GOALS	

• Building awareness	

• Establishing your expertise	

• Moving leads along the purchase path	

• Cross selling or up-selling	

• Serving existing customers	

• Generating new leads
Your unique selling proposition (USP)

It’s not about being
the best, it’s about
being different.
Ideas and Themes

teachable moments	

unique approach	

behind the scenes	

show off your work	

people who are involved
Ideas and Themes

Independent web designer:	

Design philosophy (unique)	

Portfolio work (show/people)	

Freelance life (behind)	

Design how-to’s (teach) 	

Free downloads (unique)

CEO of digital agency:	

Startup strategy (unique/teach)	

Staff profiles (people)	

Client work (show/people)	

Behind the curtain (behind)	

Doing good (unique/behind)
Content marketing: a snapshot
THE MEDIUM

Your brand 	

 Blog	

 studies	

Case
content eBooks
Infographics
Microsites	

Email 	

Podcast	

Videos
content
Webinars
Autoresponders	

 White papers
Newsletters

THE PROMOTION

Social media Facebook	

Flickr
Other brand’s 	

channels
Editorial	

Forums	

Guest blog posts

Google+
Instagram
LinkedIn
Pinterest
Tumblr
Twitter
Content creation => Promotion
Blog post: The secret behind
successful web design projects

White paper: 10 questions to
ask before hiring a web designer

Share it on your social media
accounts (drip)	

• Feature it in your newsletter	

• Send it to people in your
network who would benefit

•
•
•

•

Feature it on your homepage	

Add it to bookmarking sites	

Make it the CTA for bios,
newsletters & outbound
marketing
EDITORIAL CALENDAR
MARCH	


Type	

 	


Title

Promotion	


Notes

3/3-FB share	

3/3-send to network	

3/4-Twitter share	

3/24-feature in newsletter

Find image
for post

Same as above

Need Jerrod
responses

3/17-Social media
announcement	

3/17-Giveaway for person
who finds any typos/bugs

Write SM
posts

Behind the scenes of 3/20-Twitter call for mailing
our web redesign	

list sign-ups

Build
template

Mar 3

Blog post

The secret behind
successful web
design projects	


Mar 10

Blog post

Staff profile: Jerrod	


Mar 17

Website
launch

Mar 24

Newsletter

CALENDAR

n/a	

 	


PENDING

	


PUBLISHED
Analytics
Did the content do what you wanted it to do?
If so, replicate for next time. If not, re-tool and try again.
Write and
schedule in
batch
Social media bios
Call to action	

Unusual	

Expert
@Bidsketch	


Web app used by freelancers, consultants, and agencies
to create professional looking proposals in minutes.

@KellySims	


Web dev, instigator, beer crafter, Nice Guy™. I help make the
internet better at @codesly. I make good beer at Crooked
Brothers Brewery.

@PizzaHut	


Ever wonder how a round pizza fits in a square box? Or why
there isn’t delivery in your area? Give us a shout when we do
a good job, or give us a shout when we don’t.

@JamieCrager	


Serial Chips & Salsa Eater | Love Humans, Coffee & My Grill |
Married a Canadian | Founder & CEO, Crowdshifter &
blazefly | Co-Author nxt Facebook 4 Dummies
Keep it simple.	

Follow what delights you.	

Put yourself in your audience’s shoes.
Questions?
AnaOttman.com	

@AnaOttman

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Content Marketing Workshop | Los Angeles ExpressionEngine Meetup

  • 1. Content Marketing: How to Market Your Design Agency on Any Budget
  • 2. CONTENT MARKETING A marketing technique that creates and distributes valuable content to your target audience.
  • 4. Your unique expertise + the issues your audience cares about = effective content marketing
  • 5. What your business wants to achieve & what your marketing needs to achieve in the next 6 months
  • 6. GOALS • Building awareness • Establishing your expertise • Moving leads along the purchase path • Cross selling or up-selling • Serving existing customers • Generating new leads
  • 7. Your unique selling proposition (USP) It’s not about being the best, it’s about being different.
  • 8. Ideas and Themes teachable moments unique approach behind the scenes show off your work people who are involved
  • 9. Ideas and Themes Independent web designer: Design philosophy (unique) Portfolio work (show/people) Freelance life (behind) Design how-to’s (teach) Free downloads (unique) CEO of digital agency: Startup strategy (unique/teach) Staff profiles (people) Client work (show/people) Behind the curtain (behind) Doing good (unique/behind)
  • 10. Content marketing: a snapshot THE MEDIUM Your brand Blog studies Case content eBooks Infographics Microsites Email Podcast Videos content Webinars Autoresponders White papers Newsletters THE PROMOTION Social media Facebook Flickr Other brand’s channels Editorial Forums Guest blog posts Google+ Instagram LinkedIn Pinterest Tumblr Twitter
  • 11. Content creation => Promotion Blog post: The secret behind successful web design projects White paper: 10 questions to ask before hiring a web designer Share it on your social media accounts (drip) • Feature it in your newsletter • Send it to people in your network who would benefit • • • • Feature it on your homepage Add it to bookmarking sites Make it the CTA for bios, newsletters & outbound marketing
  • 12. EDITORIAL CALENDAR MARCH Type Title Promotion Notes 3/3-FB share 3/3-send to network 3/4-Twitter share 3/24-feature in newsletter Find image for post Same as above Need Jerrod responses 3/17-Social media announcement 3/17-Giveaway for person who finds any typos/bugs Write SM posts Behind the scenes of 3/20-Twitter call for mailing our web redesign list sign-ups Build template Mar 3 Blog post The secret behind successful web design projects Mar 10 Blog post Staff profile: Jerrod Mar 17 Website launch Mar 24 Newsletter CALENDAR n/a PENDING PUBLISHED
  • 13. Analytics Did the content do what you wanted it to do? If so, replicate for next time. If not, re-tool and try again.
  • 15. Social media bios Call to action Unusual Expert
  • 16. @Bidsketch Web app used by freelancers, consultants, and agencies to create professional looking proposals in minutes. @KellySims Web dev, instigator, beer crafter, Nice Guy™. I help make the internet better at @codesly. I make good beer at Crooked Brothers Brewery. @PizzaHut Ever wonder how a round pizza fits in a square box? Or why there isn’t delivery in your area? Give us a shout when we do a good job, or give us a shout when we don’t. @JamieCrager Serial Chips & Salsa Eater | Love Humans, Coffee & My Grill | Married a Canadian | Founder & CEO, Crowdshifter & blazefly | Co-Author nxt Facebook 4 Dummies
  • 17. Keep it simple. Follow what delights you. Put yourself in your audience’s shoes.