With customers paying less and less attention to traditional marketing messages, smart marketers are harnessing the power of value-focused content to attract and retain business. Are you?

1. Content:
Secret Sauce
of the
Marketing
Boss
Wednesday, June 13, 2012

2. AGENDA
Content: Secret Sauce of the Marketing Boss

3. Welcome!
11:00 – 11:15 Network, get food, grab a seat
11:15 – 11:30 • Introductions
• Your Marketing Challenges
11:30 – 12:00 • Marketing: Then and Now
• Who Is Today‘s Consumer?
• Bridging the Gap With Quality Content
12:00 – 12:15 Break
12:15 – 12:45 • Content Marketing Case Studies
• How to Get Started
12:45 – 1:00 • Q&A
• Door Prizes!
• Next Steps

4. YOUR MARKETING
CHALLENGES
Content: Secret Sauce of the Marketing Boss

5. What brought you
here today?

6. MARKETING:
THEN AND NOW
Content: Secret Sauce of the Marketing Boss

8. Marketing … Then
Interruption-based
Focused on features and benefits
High-pressure

11. Marketing … Now
Interruption-based?

12. Marketing … Now
Features and benefits?

13. Marketing … Now
High-pressure?

14. WHO IS TODAY’S
CONSUMER?
Content: Secret Sauce of the Marketing Boss

16. Who is Today’s
Consumer?
Informed
Skeptical
Goes out of his way to avoid
marketing messages
Trust first, business later

18. Who Is Today’s
Consumer?
―In the new reality, customers
choose which messages to
listen to and which marketers
to let in the door. The days of
… ‗interruption marketing‘ are
over. The future is in ‗invitation
marketing.‘‖
- Get Content, Get Customers by Joe Pulizzi and Newt Barrett

19. BRIDGING THE GAP WITH
QUALITY CONTENT
Content: Secret Sauce of the Marketing Boss

21. What Is Content
Marketing?
―Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target
audience—with the objective of driving
profitable customer action.‖
- Content Marketing Institute (emphasis mine)

22. What Is Content
Marketing?
―Basically, content
marketing is the art of
communicating with your
customers and prospects
without selling.‖
- Content Marketing Institute

23. Other Names for
Content Marketing
• Custom publishing
• Custom media
• Customer media
• Customer publishing
• Member media
• Private media
• Branded content
• Corporate media
• Corporate publishing
• Corporate journalism
• Branded media

24. Traditional vs.
Content Marketing
Traditional Content
Billboards Marketing
Print Ads How-To Videos
Direct Mail Webinars
Online Ads White Papers
Promotional Blogs
Emails E-Newsletters

25. Traditional vs.
Content Marketing
Traditional Content
―Buy my Marketing
stuff‖ ―I‘m here to
help‖

26. Traditional vs.
Content Marketing
Traditional
Content Marketing

27. BREAK
Content: Secret Sauce of the Marketing Boss

28. CONTENT MARKETING
CASE STUDIES
Content: Secret Sauce of the Marketing Boss

29. CASE STUDY: US ARMY
Content: Secret Sauce of the Marketing Boss

30. US Army

31. US Army
armystrongstories.com
Over 170 bloggers
Over 10,000 visits per
month

32. CASE STUDY: BLENDTEC
Content: Secret Sauce of the Marketing Boss

33. BlendTec
700% increase in sales
revenue
Over 419,000 YouTube
subscribers
Over 194 million video views

34. CASE STUDY: HUBSPOT
Content: Secret Sauce of the Marketing Boss

35. HubSpot

36. HubSpot

37. HubSpot
Blog is their third-biggest
source of leads
Webinars attract between
5,000 and 12,000 attendees
YouTube videos generate
20,000+ views

38. GETTING STARTED IN
CONTENT MARKETING
Content: Secret Sauce of the Marketing Boss

39. Step 1: Know Your
Customer
Their needs
Their challenges
Their frustrations
Their knowledge gaps

40. Step 2: Know Your
Content Sources
Your team
Your frequently asked questions
Your experience
Your customers

41. Step 3: Choose Your
Media
Text

42. Step 3: Choose Your
Media
Video

43. Step 3: Choose Your
Media
Audio

44. Step 3: Choose Your
Media
Interactive

45. Step 4: Choose Your
Delivery Methods
Website or Microsite

46. Step 4: Choose Your
Delivery Methods
Blog

47. Step 4: Choose Your
Delivery Methods
Social Media

48. Step 4: Choose Your
Delivery Methods
Email

49. Step 5: Make a Plan
Who
What
When
Where
How

50. Step 6: Execute,
Measure, Revise
Follow your plan
Measure results
Revise as needed
Rinse … repeat!

51. If you like what you
heard today …
rachel@resonancesocialmedia.com
713-595-6639

52. THANK YOU!
Content: Secret Sauce of the Marketing Boss