Create Brand Advocate With Content Marketing
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Presentation I'll be giving at #Pipecon 2016 on June 29 about how to connect brands with people through engaging content made for the real-time world and build your sales funnel. Want to connect or ask questions? Let's do that here: https://ca.linkedin.com/in/fredranger https://twitter.com/fredranger https://www.snapchat.com/add/lefredranger
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Create Brand Advocate With Content Marketing
- 1. Create Brand Advocates with Content Marketing
- 2. 2 Fred Ranger Director, Brand & Marketing Communications @YellowPages_ca
- 3. CONTENT IS AT THE CORE OF OUR MARKETING STRATEGY AND IS KEY TO OUR LEAD GENERATION STRATEGY AND IS ONE OF THE MOST EFFECTIVE WAY TO BUILD OUR PIPELINE.
- 4. 4 6% growth/year 510 MIN Per day in 2017
- 5. 5Source: Contently 20% Interest in “content marketing” has climbed steadily since 2011
- 6. 6 Why is Content Marketing such a big deal? Source: eMarketer
- 9. 9 PRODUCT PRICE PLACE PROMOTION ROI RETURN ON INVESTMENT ENGAGE EDUCATE EXCITE EVANGELIZE RQI RETURN ON THE QUALITY OF INTERACTIONS 4 Ps + 4Es +
- 10. 10 “The biggest requirement is a shift in mindset from creating messages that talk about us to creating content that solves problems for the people we want to reach.” Ann Handley, MarketingProfs
- 11. 11 How does Content Marketing fit into the marketing funnel? Visitors Prospects Marketing Qualified Leads (MQLs) Sales Qualified Leads (SQLs) Won Deals Nurture and qualify Engage when sales ready Attract and acquire
- 12. 12 How does Content Marketing fit into the marketing funnel? Attract and acquire with CONTENT MARKETING Visitors Prospects Marketing Qualified Leads (MQLs) Sales Qualified Leads (SQLs) Won Deals
- 13. 13 How does Content Marketing fit into the marketing funnel? Attract and acquire with CONTENT MARKETING • Create Brand Awareness • Provoke Engagement • Generate Leads Visitors Prospects Marketing Qualified Leads (MQLs) Sales Qualified Leads (SQLs) Won Deals
- 14. 14 How does Content Marketing fit into the marketing funnel? Attract and acquire with CONTENT MARKETING • Create Brand Awareness • Provoke Engagement • Generate Leads Visitors Prospects Marketing Qualified Leads (MQLs) Sales Qualified Leads (SQLs) Won Deals Ultimately create ADVOCATES OF YOUR BRAND
- 15. 15 Strategy and goal: Find customer pain point and create a piece of research that solves it Planning and Ideation: Reversed engineered our target audience attention, pain points, intentions Tactical (Distribution): Website, blog post, industry partners (Moz, IAB, SEMPO etc), press release, social media, display advertising, email. Repurposing (Execution): Blog posts (12), Cheat sheets (10), infographics (2), webinars (4) Optimizing Content Experience B u s i n e s s C a s e
- 16. 16 Content Marketing done right C a s e S t u d y Results: 130,000 points of contact with content 4x more downloads than any other content 450 MQLs 22 new opportunities
- 17. Tips for Successful Content Marketing
- 18. 18 . Tip #1: Understand who your audience is and/or who you want it to be? T i p s f o r S u c c e s s f u l C o n t e n t M a r k e t i n g REVERSE INGENNEER YOUR AUDIENCE INTERESTS
- 22. 22 BE NATIVE TO THE PLATFORMS AND DEVICES
- 25. Q&A
- 26. 26 Why is Content Marketing such a big deal? Content Marketing Search Engine Optimization (SEO) Thought Leadership Content is also vital to SEO. Google’s Matt Cutts has repeatedly said that quality content is key to Google rankings. Ultimately, businesses must “produce smart, user- focused content, or be condemned to search engine purgatory.” Content marketing is a tool that can help build thought leadership and authority around your brand, putting your brand in a position of influence, generating leads, and filling the top of the funnel.
- 27. 27 Tip #5: Create valuable content, but don’t reinvent the wheel each time T i p s f o r S u c c e s s f u l C o n t e n t M a r k e t i n g