We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals? In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.

1. From Content to Customers

2. Max Silver
Social Media Training Manager
617-329-9835
msilver@451marketing.com
www.linkedin.com/in/maxesilver
@maxesilver
www.451Marketing.com

3. “Content marketing is
the only marketing left”
-Seth Godin

4. What is Content Marketing?
Creating and delivering valuable content
to your target audience

5. Why Content Marketing?
• Generates 3x more leads than
traditional marketing
• Build trust, create value among
suspects – people who want to
know what you know, not what
you sell (not yet)
• Decrease costs, increase
customers, scalable/repeatable

6. Why Content Marketing?
• Position as an expert
• Attract new customers
• Maintain a dialogue with existing
and past clients
• Increase social signals

7. What is Content?
Whitepapers, eBooks, Blog and Social Posts
Images and Infographics
Case Studies
Audio or Video Events and Content from
Content Email Newsletters
Events (Webinars, Workshops)

8. Cornerstone of Marketing
Brand Voice &
SEO Social Media
Personality
Content Marketing

9. Content Directly Affects Search

10. Content Marketing Does NOT
Doesn’t directly convert or sell

11. Content Marketing Does
Does help push leads down the funnel

12. Content Marketing Strategy
1 PLAN
4
MEASURE
2
CREATE
3
PUBLISH

13. Who is Your Audience?
Who are your ideal customers?

14. Who is Your Audience?
Moms Millennials CIOs
Think about your current customers…

15. Who is Your Audience?
Content you create should
address your customers’ pain
points:
• a need
• a problem
• a desire
• a challenge
What are their biggest pain points/needs?

16. Identifying Pain Points
• Check out common search
inquiries around your product
or industry using Google
Search Trends and Google
Keyword Tool
• Address FAQs – ask your sales
people what customers are
asking them
Do your research – what do your customers need?

17. Where is Your Audience?
Do your research, know your platforms!
For instance:
• City dwellers are significantly more likely than rural residents to be on Twitter
• Women are five times as likely as men to use Pinterest
• Baby boomers are the fastest growing segment of Facebook
Where do they find information online?
Source: Pew Research Center

18. Audit Current Content
Catalog any existing content and categorize by:
Type Topic
Date Persona
Repurpose content that is outdated but still
valuable
Identify holes or missing content

19. Incorporate Social &
Search Goals
What things do you need to rank for in social and search?

20. Define Major Topics
• What do you know?
• Fill in content gaps from your
audit…
• Think about achieving search
and social goals
What do you want to be known for?

21. Define Team/Roles
• Designate an overall content
coordinator
• Have coordinator from each
functional area
• Designate members of senior
management team to
oversee/contribute – adds to validity
Set clear roles, expectations, and standards

22. Create a Content Calendar
• Color code by content type
• Clearly define ownership
• Create a checklist for social media
promotion
• Share as far in advance as possible to
allow time for creation
Use a shared calendar such as Google Calendar
to share content plan internally

23. As You Are Creating, Ask…
Is this content...
Unique?
Fun?
Credible?
Inspirational?
Beneficial to Share?
…Does this Inspire Sharing?

24. Portable Content
Answers Popular
Questions –
“How To”

25. Portable Content
Real-Time
Marketing

26. Portable Content
Real-Time
Marketing

27. Portable Content
Top 10s,
Best ofs,
and
Countdowns

28. Tools for Content Creation
• Set up Google alerts
• Set up streams in
Hootsuite (social
listings)

29. Publish

30. Make Sharing Simple!
Links to social properties on website
Share buttons with content

31. Measure and Adjust
What’s getting shared the most, by who, and when?

32. Build Trust
• Be consistent
• Be generous
• Become the authority
Follow through with your strategy – make sure your
audience can count on regular content

33. Takeaways:
Content marketing is a great way to build trust, enhance social media and search
marketing, and increase lead flow.
1. Plan
Define audience and needs
Audit current content
Incorporate social and search goals
Define major topics
Define team/roles
Create a calendar
2. Create
Create relevant, portable content
3. Publish
Publish content across platforms – make it shareable!
4. Measure
Measure effectiveness and adjust

34. Questions?

35. Integrated Communications Campaigns
The experienced team at 451 Marketing
specializes in integrating public relations, social
media, and search marketing tactics into
dynamic communications campaigns supported
by a full-service creative team.
We work with brands to build awareness, engage
customers, and drive business using custom,
integrated communications campaigns.

36. The 451 Marketing Philosophy
Understanding that there is a typical psychological process to how people make
buying (or conversion) decisions, 451 Marketing takes a holistic approach to
marketing.
Our team of public relations professionals, social media specialists and search
marketing experts work together to reach your target audience at every stage of
the evaluation and purchase process.

37. From Content to Customers

38. 43
MEASURE 1
PLAN
2
PUBLISH
CREATE