The document discusses various types of content that can be used on websites and how content engages audiences. It defines content broadly as anything that populates digital platforms used to serve customers. Content should be tailored to the intended audience and guide them through their customer journey from discovery to purchase. Formats like blogs, videos, questionnaires, and partnerships can be effective if they add value for the audience.
Facebook's Growth Hacker on how they put Facebook on the Path to 1 Billion Usersgrowthhackersconference
Watch the whole video course (10 hours long) on Udemy (use this link for $25 off): http://www.udemy.com/growth-hackers-conference/?couponCode=SlideShare50
In this presentation, Chamath Palihapitiya, the founder of the Facebook Growth Team, shares his secrets to putting Facebook on the path to 1 billion users. You can see the full video here: http://www.youtube.com/watch?v=raIUQP71SBU
How To Catapult Your Online Business With Digital Leadership - Part 2 - Prese...Doyle Buehler
How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...Doyle Buehler
Want to build and maintain a compelling competitive online presence with your business? Based upon Doyle Buehler's award winning digital strategy framework, this webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together (strategy, social media, website, sales funnel, branding, content, advertising, SEO etc).
Webinar 2 - Squeezing Social Media Through Your Brand Story
Tuesday, 19 May 2015 9:00pm
How to utilise social media and sharing concepts across your online platform.
Learn how to measure social media ROI for more effective marketing.
How to enhance your brand story through videos and visuals.
Facebook's Growth Hacker on how they put Facebook on the Path to 1 Billion Usersgrowthhackersconference
Watch the whole video course (10 hours long) on Udemy (use this link for $25 off): http://www.udemy.com/growth-hackers-conference/?couponCode=SlideShare50
In this presentation, Chamath Palihapitiya, the founder of the Facebook Growth Team, shares his secrets to putting Facebook on the path to 1 billion users. You can see the full video here: http://www.youtube.com/watch?v=raIUQP71SBU
How To Catapult Your Online Business With Digital Leadership - Part 2 - Prese...Doyle Buehler
How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...Doyle Buehler
Want to build and maintain a compelling competitive online presence with your business? Based upon Doyle Buehler's award winning digital strategy framework, this webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together (strategy, social media, website, sales funnel, branding, content, advertising, SEO etc).
Webinar 2 - Squeezing Social Media Through Your Brand Story
Tuesday, 19 May 2015 9:00pm
How to utilise social media and sharing concepts across your online platform.
Learn how to measure social media ROI for more effective marketing.
How to enhance your brand story through videos and visuals.
Inbound Marketing Conference 2016 SummaryJimmy Smith
Inbound 2016 was an excellent digital marketing conference. A summary of some of the best speakers and sessions follows. I selected sessions based on personal preference and what I thought would be of value to my company. With few exceptions, I got many ideas and great value out of each session.
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
Rediscovering Your Story: An adventure into a new world of possibilitiesMark Sherman
Rediscover your story. Using storytelling in your job search process. Provides encouragement along with some biblical stories and references for those in job transitions trying to figure out who they are and where that next job is.
NEFLIN - Webinar - Fund Your Next Library ProjectBrian Pichman
Today, people are constantly restrained from turning their "ideas" into actions. The root of most of these problems is budgetary restraints. Want to hear about how other people are funding their next project without fighting for the grants everyone else is struggling to find and get? From developing a brand to a marketing strategy, this session will provide an ample list of avenues to help fund your next project. Most importantly, we will work together on using word-tracks and other tactics to sell our ideas to others. Tired of dealing with the typical sales person who doesn't seem to offer discounts? Let's sell them our ideas so we may get our vendors to help pay to use their products/services.
9 Reasons You Should be Using Facebook advertisingSaundra Jackson
“Do Facebook ads work?”
Short answer: You bet they do! We’ve seen firsthand the tangible business benefits of using Facebook ads to target the right customers, raise brand awareness, and drive new and repeat business.
Register now for: 9 Reasons Why Your Business Should Advertise on Facebook (And How to Do It Right!)
“I don’t have much to spend on advertising.”
Even if you’re the very best at what you do, you still need to get the word out. Facebook is ideal for businesses who WANT and NEED a cost-effective and totally transparent (as in measurable) mechanism for raising awareness and driving sales.
Social Media won’t make our companies better ormake people love us, however...we are lucky that these tools allow our customers
to connect, speak out, talk back and share more readily with their friends.
Inbound Marketing Conference 2016 SummaryJimmy Smith
Inbound 2016 was an excellent digital marketing conference. A summary of some of the best speakers and sessions follows. I selected sessions based on personal preference and what I thought would be of value to my company. With few exceptions, I got many ideas and great value out of each session.
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
Rediscovering Your Story: An adventure into a new world of possibilitiesMark Sherman
Rediscover your story. Using storytelling in your job search process. Provides encouragement along with some biblical stories and references for those in job transitions trying to figure out who they are and where that next job is.
NEFLIN - Webinar - Fund Your Next Library ProjectBrian Pichman
Today, people are constantly restrained from turning their "ideas" into actions. The root of most of these problems is budgetary restraints. Want to hear about how other people are funding their next project without fighting for the grants everyone else is struggling to find and get? From developing a brand to a marketing strategy, this session will provide an ample list of avenues to help fund your next project. Most importantly, we will work together on using word-tracks and other tactics to sell our ideas to others. Tired of dealing with the typical sales person who doesn't seem to offer discounts? Let's sell them our ideas so we may get our vendors to help pay to use their products/services.
9 Reasons You Should be Using Facebook advertisingSaundra Jackson
“Do Facebook ads work?”
Short answer: You bet they do! We’ve seen firsthand the tangible business benefits of using Facebook ads to target the right customers, raise brand awareness, and drive new and repeat business.
Register now for: 9 Reasons Why Your Business Should Advertise on Facebook (And How to Do It Right!)
“I don’t have much to spend on advertising.”
Even if you’re the very best at what you do, you still need to get the word out. Facebook is ideal for businesses who WANT and NEED a cost-effective and totally transparent (as in measurable) mechanism for raising awareness and driving sales.
Social Media won’t make our companies better ormake people love us, however...we are lucky that these tools allow our customers
to connect, speak out, talk back and share more readily with their friends.
In this presentation you can learn about the key elements for a successful online product launch. This is where the other presentations in this 9 part series all come together.
How to Create an Effective Inbound Marketing Campaign | Part 1: Develop an OfferVIEO Design
The first step in creating an effective inbound marketing campaign is to come up with something to offer potential customers or clients. You need to show them how your business can benefit them – and you do that with marketing offers.
These offers come in many forms, but most of them will be different types of content, including e-books, white papers, webinars, podcasts, and infographics.
This was originally a blog post from the VIEO Design blog here: http://bit.ly/1vilzMn
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
Watch the webinar here:https://youtu.be/GEzILwI6VdU
Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content
Session 3 - Understanding the Audience & The Importance of StorytellingNena Brodjonegoro
In this 3rd session, we go through how we define our audience and create a buyer persona, as well as getting introduced to the importance of storytelling
Social Media and the Future of Audience Development | from the 2014 Social + ...Dream Local Digital
Dream Local Digital’s, Shannon Kinney, presents in two sessions at the 2014 Social + Mobile Conference in Chicago (http://bit.ly/1oe2bJ2).
Her sessions cover best practices for media companies using social media and recent industry changes as the major social media platforms build out their advertising and business support models.
Want Shannon to speak at your event? Book it >> http://dreamlocal.com/seminar-request/
What a Tangled Web We'll Weave (without a Content Strategy)Stacey King Gordon
As companies discover the power of content to drive and nurture leads and deepen customer relationships, they’re looking at turning their marketing teams into content producers. But with content marketing comes great responsibility — and sometimes before they begin, brands don’t stop to think about the important things. Why are we doing this? How will we keep it going? How can we get the most out of our efforts? Are we really giving customers what they want and need?
In this session, we’ll explore how a solid content strategy can help your company nurture the good, tame the bad, and head off the ugly in your content marketing efforts. We’ll talk about:
• What a content marketing strategy is and how it supports successful content marketing initiatives
• How to create a content marketing strategy that improves customer experiences (rather than further muddying the waters with confusing, conflicting or unhelpful content)
• The unpleasant but very necessary topic of governance: ownership, standards and process
• Mining your company’s internal expertise — and making it relevant for customers
• Taking content marketing to the next level: how to use content strategy to evolve into a true thought leader
A half hour marketing presentation to the Chehalem Valley Chamber of Commerce, highlighting what audiences are looking for, the different communication perspectives of the four generations and how a brand brings focus to marketing. A business has a brand whether they’re managing it or not. Lots of tips and insight to help any business market more effectively. Created by marketing speaker Jennifer Larsen Morrow.
OmniChannel Marketing - When content meets commerceDawn Kole
What truly is the best way to deliver marketing content and ecommerce to your customers? Forget yesterday's ways of doing things. And don't' settle for good enough! Let's lead the industry in changing the way customers shop online in this omnichannel world.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
Find Your Audience & Build Your Brand Through Content MarketingZontee Hou
Digital marketing expert Zontee Hou shares 6 case studies on how content marketing can be used by small businesses to bolster SEO and social media, build relationships with clients, and establish trust.
See the full, recorded webinar from SCORE: http://bit.ly/SCOREzontee
"Zontee was the absolutely best presenter I have ever heard on this subject. Clear, concise and interesting. Did not resort to 'techy' language and terms. I'm glad I was a part of it and will share this resource with others." - Kevin H., attendee
How participation brands can navigate the world of content marketingDavid McNamara
Something I wrote last year on content planning>
'Content that POPS' is a planning approach for helping participation brands navigate the world of content. It uses the planning principles of Purpose, Originality, Participation and Storytelling to guide the development of content planning for modern Participation Brands.
20 ways of using content to drive salesBoris Gefter
Tips tricks and best practice for using content to acquire customers and retain customers. This presentation is broken down into direct sales, lead capture and nurturing, it explore different types of content (like video and animated gifs) and also discusses how to attract referrals and up selling & cross-selling your customer base. There is a BONUS section for amplification and promotion of content.
2. One I made earlier (1996)
Searchable
content UGC E-commerce
3. Enter a vegetable, and you will get a
selection of recipes to help you decide
what to do with what is in the box –
completely novel concept at the time
(remember no one really knew what
celeriac was in 1996, let alone kohlrabi!)
4. Pre-internet: A business that took off as a result of an
article I researched & wrote for the Telegraph…
Ideal audience, compelling content, great pictures, accurate contact details = sales!
5. Now everything’s gone a bit blurry…
• The traditional boundaries between advertising
and editorial have dissolved. With the onset of
the internet, marketing, advertising, editorial
have all blurred into one package
• The key today is to associate your brand with
well-executed content that will support your
customers’ decision to invest in your brand and
product…
• So the examples I am going to show are pretty
broad, ranging from blogs to video, articles to
quizzes
6. Content is the human touch
Content, in partnership with design, is
where you inject emotion and story
telling into your customer relationship
• Get it right – provide a delightful
experience that adds value – and you
can act like a consumer
journalist, guiding your customers
towards what they want, and with
luck, what they didn’t know they
wanted, within your transactional
space…
• Brands are snatching the initiative
from the traditional media
7. The trend in content
• In the wider digital marketing landscape, the traditional media fear that the
content initiative is being wrested away, as brands no longer need media to
engage directly with their customers’ hearts and minds online
• Traditional media talent is moving across too
• Lucy Yeomans from Harpers Bazaar has been poached as ‘editor’ of Net a
Porter. Essentially an online retailer boosted by glossy magazine kudos
8. Getting it wrong
Get it wrong –
introduce confusion,
jargon, complexity,
clutter, marketing
speak, dead ends,
sharp corners,
pushiness and pain –
an overlong video or
dull blog that adds
nothing to their
experience – and
you’ve lost them
9. What is content?
• Broadly, content is your ‘stuff’ – anything that
populates the various platforms you use to use to
serve your customers – from a tweet to a
Facebook posting, a video to an on-site blog, an
article to a questionnaire.
• I am going to start off with a very boring
organisational slide because content can be very
expensive to create, and there is no point in
doing it unless there is return on your investment
• And your investment is time as well as money
11. Engaging audience emotions
By the reassurance of an ordered experience of phase-
led, task-led, inspirational/informative and conversion
content defined by:
1. The phase of the customer’s online journey
2. The tasks they need to complete to move ahead
3. The many types of content that will inform, inspire and
entertain them and support their progress
4. The tools that enable conversion
• Aim to surprise and delight your audience
13. Creating content that is perfect for
your audience is crucial for
engagement
Advent calendar with prizes, ecards to send
your favourite recipes, a personalising quiz to
choose your ideal Christmas menu, and lots
and lots of gorgeous recipes….
• The uber-hip and cool developers told me that, ‘We don’t do things
like that any more…’
• The supermarket audience loved it, and conversions were high
from this source – you could click to buy all the ingredients for your
chosen Christmas dinner in one easy move
• This package of prizes and interaction, gorgeous Christmassy design
and fun personalisation was ideal for this audience – definitely not
cool and hip!
15. Example of the audience and brand perfect content…
Get a room…
Mr & Mrs Smith
Aimed at exhausted
parents who want to
get it on….
16. Interactive video – Tippex, a brand associated with
typewriters, and therefore overtaken
by technology, goes viral
17. How it worked for Tippex
• They didn’t know who their audience was any
more, so they created a new one using viral
content
• It’s a winner in business terms, too. A survey by
Tipp-Ex showed that the ‘buying attention’ of
potential customers – which positions the brand
as the first product they are likely to buy –
increased by 100 per cent, while sale volumes
were up by 30 per cent compared to the same
timeframe the year before.
18. blogs
• It’s just a hunch, but I don’t think the navigation term ‘blog’
gets many clicks in a straightforward navigational website
• On the other hand, blog-type content, or interactive
articles, can be a strong driver for sales – particularly if
there is unique expertise involved
• Woven deeply into the transactional content, so you can
find information as you consider a purchase, posts, blogs,
articles (call it what you will) can be powerful
• Drawing your users into reacting to your content is key – via
commenting, social sharing, reviewing, rating…
• Particularly if it is well written, picture heavy and, like the
best consumer journalism, draws a picture of the place of
an item in a real person’s life
19. Forming partnerships with bloggers
• There is nothing more ‘authentic’ than a genuine
blogger, defined as writing about something they are
passionate about and deeply versed in – the tone and
style is worth capturing with a view to enhancing a
brand.
• Brands do ‘blogger outreach’ which always sounds
rather sinister… but it can be very effective.
• One brilliant blogger, linked to your site, can enhance
your brand.
• An example would be an independent gardening
blogger writing lively and interesting seasonal
posts, linked to a garden supply site or nursery.
20. Original, expert, interesting
Websites retailing fashion are now beating a path to popular fashion bloggers’ doors;
we decided to do something a bit different with The Scent Critic – perfect for a big
perfume retailer, written by leading beauty journalist Josephine Fairley….
24. Using Twitter as a blog
This is not an ‘official’ Twitter stream – but it has served to boost brand awareness
for this robot vacuum cleaner. Unlike Shippams paste which had a sense of
humour failure, real Roomba seems to tolerate self aware Roomba – the
sophisticated response!
30. What do you want your audience to
feel as they move around your site?
• Relieved
• Comforted
• Delighted
• Engaged
• Pleased
• Supported
• Warmed
• Excited
• Energised
• Inspired
• Satisfied
33. Where does content come from?
• Commissioning
• Aggregation
• Syndication
• White labelling
• Repurposing of existing branded content
• It doesn’t matter where it comes from, as long as there is a
consistent editorial direction dictating quality, tone, style, impact
and engagement of every piece of content delivered
• Oh, and fail quickly: A content strategy must also take into
consideration a evolving digital landscape - rapid prototyping and
testing of content types for effectiveness against a range of goals
can streamline experience and lead to greater success
34. Don’t hide your content
• Be proud of it!
• Flag it up at the top of the page!
• Make sure it is not just flat articles, but
interactive
• Consider tools, calculators, questionnaires
about attitudes that deliver answers in the
form of a advice and b product
• Make sure that your users can share it easily
with prominently displayed buttons
35. 2008: Content innovation – as the recession began to bite, and jewellery of
all inds became a massive trend, it was essential to highlight jewellery
shopping on Vogue – concentrating on style, but including the expensive
stuff too…
43. Bye bye car, we’ve really enjoyed driving you…
Delightfully amateur UGC from Mumsnetters to highlight the family friendliness of the
vehicle and associate it with ordinary life, buggies, laundry and babies!