This power point presentation will answer the following questions: - How do you do content marketing? - What content works best? - What channels should you use? - How to build loyalty through content marketing? - How to increase sales through content marketing - How to use cheap services to look like a pro and produce great content in minutes

1. Effective Content Marketing
For The Golf Industry 101
By Andrew Wood

2. What is Content Marketing?
• It is a powerful strategy of producing and
publishing information via multiple channels
that builds trust and authority among your
ideal customers leading in turn to more
business

3. Who Is Using Content Marketing?
Just About Everyone!

4. Powerful Benefits of Content
Marketing
• More readership or viewership since the message is not per say a
says message
• It is also a way to build relationships and community, so people feel
loyal to you and your club, dramatically increasing retention and
income.
• It is a strategy for becoming recognized as a thought leader in your
industry or area and gaining “top of the mind awareness.”
• More pass around because the content is worth sharing
• It is a way to drive sales in every department without traditional
"hard sell" tactics.

5. Seven Keys to Content
Marketing Success
1. Plan
2. Target
3. Story
4. Channels
5. Communicate
6. Process
7. Measure

6. Plan
• Each channel you use should have a specific goal that
supports your overall marketing strategy. Common goals
would include:
 Drive traffic to another channel
 Engage
 Build community
 Generate leads
 Inform
 Educate
 Entertain
 Build thought leadership

7. Target
• The more targeted your content to a specific market and
demographic the more it will resonate with your audience
and the effective it will be. Common Traget Groups;
• Seniors
• Women
• Juniors
• Lapsed Middle aged men
• Business golfers
• Gen X or Y
• Parents of children

9. Story
• People love stories
• They love top ten lists
• They love best lists
• They like stories they can relate to
• Your story must engage, educate and
entertain them
• Use words, pictures, video and audio

11. • Others like The Golf Operators Association
provide you with all the great content you need.
Customize in Seconds:
• You can swap out pictures for your own
• Add your phone number and web address
• Add to or delete content to personalize
• Or just use it to inspire your own team 
Coming Up With Great Stories is Very
Time Intensive –But You Don’t Have To

13. Great Titles Get Engagement
• 10 Reasons You Should Get Your Kids Playing
Golf
• Why Golf Is The Best Business Tool Ever
• Why Seniors Should Take Up Golf
• The Joy of Golf’s Sounds, Smells and Feelings
• Golfers Live Five Years Longer
• Golf- The Great Calorie Burner

14. Channels
• DECIDE ON THE SPECIFIC TYPES OF CONTENT
YOU WANT TO CREATE
• You can create one type of content or multiple
types.
• Your options include:

15. Blog Posts
• Articles that talk about issues related to your core
message and traget markets. They can range
anywhere from 400 words to 2,500 words,
depending on the message and your audience
• Do not be afraid of long posts only boring posts
• Blogging frequently massively increases your
search engine rankings on Google

18. Magazine Articles
• Like a blog post, these posts talk about issues
related to your core message, but instead of
publishing them digitally, you publish them in
a print magazine. That magazine may be a
local or regional golf magazine or a business
or parents publication.

20. Video
• Not all content is housed on your website. You
can create a channel on YouTube or Vimeo
that provides another access point to your
business.
• Some content marketers upload videos to
YouTube, then reposted on their blog and
social media.

25. Visual Content
• Facebook, Google plus and Pinterest are all
ideal venues for visual content. This might be
pictures only or picture with a message.

29. Get all the content you need here
www.GolfOpertorAssociation.org
• Customize to your own needs in seconds

30. Podcasts
• Podcasts are audio articles or radio shows,
often published in iTunes. Podcasting is
gaining renewed popularity now because
people are able to listen to articles while in
their daily commute or other activities.

32. Webinars and Teleseminars
• You can present information to a live audience
during webinars and teleseminars, then use
the recording and slides as content on your
website, in newsletters, and in
programs/products.

34. Speeches, Workshops, Interviews
• Speaking to a school, church or chamber
group about golf
• Interview on local radio or TV
• Golf school, clinic or workshop
• After dinner, convention or trade show speech
• Demo days
• Boot camps

36. Power Point Presentations
• Offer the them on your website.
• Use them in blog posts.
• Upload them to Slideshare.
• Use them as opt in gifts to boost your email
list
• Turn them into videos or webinars

39. Infographics
• Infographics are creative presentations of
facts and figures rather than dry-as-toast
reports. If they're well done, they are also very
sharable. Visual.ly is a great resource for
simple infographics.

41. Get all the content you need here
www.GolfOpertorAssociation.org
• Customize to your own needs in seconds

42. White Papers, Special Reports
and ebooks
• People want useful information that helps them make better
decisions. That's why white papers, special reports, and other
researched information make such great premiums and free offers.
• You can periodically offer these as a value-add to your followers, or
you can offer them as an incentive for signing up to your email list.
• Ebooks and books are a great way to build authority and trust.
• You can easily produce a short ebook and sell it on Amazon.
• Then turn it into a PDF and offer it on your website as well.

47. Newsletters
• Content marketing is about building
relationship. What better way than to send
your content to people's inbox rather than
making them visit your website every day? A
newsletter also helps you build your email list,
which allows you to make email offers as well.

51. Discussion Groups
• Discussion groups on Linked in, local forums
and other social media offer an excellent
opportunity you to provide high level content
and lead the discussion.

54. Measure Results
• Content marketing can be measured in both
tangible and intangible ways:
• Web traffic
• Facebook likes
• Video views
• Comments and engagement
• Click through to shopping carts or booking
engines
• Sales

58. Process
• Decide on content
• Decide on channels
• Decide on frequency
• Decide on staffing
• Review results v goal
• Or outsource all
(www.LegendaryMarketing.com)

59. Conversations
• You MUST respond to the engagement you
generate in the form of comments, shares,
questions etc
• After all the idea is to start or enhance a
relationship
• Check posts daily tomorrow is too late
• Use feedback to tweak content

60. Get all the content you need here
www.GolfOpertorAssociation.org
• Customize to your own needs in seconds