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How to Create High Quality Content Marketing
for Professionals and Small Business
Presenter: Doug Hay, CEO
Dead Simple Internet Marketing Series™
Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker -
presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program
Presentation
Q & A
Ask for Slides
Agenda
1
2
3
Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training
Ask for a complementary consultation
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Free
Internet
Marketing
Analysis
More
Sales?
More
Leads?
Dead Simple Social Media Series
• Social media overview
• Blogging
• Google+
• Facebook
• Twitter
• Pinterest
• LinkedIn
• Using a Dashboard
• Content Marketing
Social Media: Describes the online
tools that people use to share
content, profiles, opinions,
insights, experiences,
perspectives and media itself, thus
facilitating conversations and
interaction online between
groups of people.
- Brian Solis, author
―A powerful global conversation
has begun. Through the
Internet, people are discovering
and inventing new ways to
share relevant knowledge with
blinding speed.
―As a direct result, markets are
getting smarter— and getting
smarter faster than most
companies.‖
Book: Cluetrain Manifesto
Read the book for Free
http://www.cluetrain.com/book/index.html
Social Media is for Leads
and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Content marketing
is the creation and publishing
of quality, meaningful and
distinctive content for the
purpose of generating
discussion, growing a
following and developing a
social presence now expected
by the search engines.
Survey:
Effectiveness
of top SEO
tactics.
SEO – Search
Engine Optimization
―Content
Marketing is
all the
marketing
that’s left.‖
- Seth Godin
Universal SearchGoogle Universal
More than eight out of ten companies surveyed
said they were using some type of content
marketing to better engage with potential
and existing clients.
―The future of marketing is not about selling so
much as it is about engaging. This is what
resonates with customers and why marketers
have embraced content marketing in such
large numbers."
Source: Survey, conducted by HiveFire
Brand
Brand
Brand
New Marketing
Brand
Brand
Brand
Brand
Brand
Brand
―Those who insert themselves into as
many channels as possible look set to
capture the most value.
―They’ll be the richest, the most
successful, the most connected, capable
and influential among us.
―We’re all publishers now, and the more
we publish, the more valuable
connections we’ll make.‖ -Pete Cashmore, Founder
of Mashable
A word about
reputation
management:
People interested in
your products or
services will go to
the Internet to check
you out.
Do you like everything
on page 1 an 2 about
you on Google?
―You can buy attention (advertising).
―You can beg for attention from the media
(PR).
―You can bug people one at a time to get
attention (sales).
―Or you can earn attention by creating
something interesting and valuable and
then publishing it online for free.‖
–David Meerman Scott, Best-Selling Author & Speaker
People buy from people they like and trust.
What better way to gain trust than being a
source of quality content that your readers
trust.
55% of consumers said they would be more apt to buy another product from a
company who provides them with custom content. 68% like custom content
because it’s tailored to their interests. - Custom Content Council
Social
networks
thrive on
good
content
Level of effectiveness in achieving
marketing objectives, by content Type
Email
Integrated
Marketing
Strategy
Social
Media
Blog
Offline
Marketing
Web
Site
Content is King
Search Engines
Search engines
will crawl your
website more
often if you
have a
website/blog
which is
updated
regularly
Research
Goals
Content
Strategy
Create
Content
Publish
Engage
Click thru
to website
Content Marketing
for Small-Medium
Business Success
12 Action Items
1. Your Website
Conversion?
Visitors did what you
wanted them to do:
• Made a purchase
• Enrolled
• Downloaded content
• Called for an appointment
Turn website
visitors into
leads which
leads to
prospects
which leads to
sales.
Landing Pages
• Clear Offer
• Strong headline
• Compelling copy
• Benefits
• Call to action
Stress Benefits
•Deliver what the user
needs and wants using
benefits.
•They will leave a page
in seconds if they don’t
find what they are
looking for.
Skip The Clichés
• An expression so
often used that its
original power has
been drained away
• Bad: ―Best in class
services‖.
• Good: ―Free
Blackberry tutorials
for beginners‖
Trust Factors (Badges)
Gain Prospect’s Trust
Clients We’ve Worked With
2. Blog
Blogging Attracts More
Visitors
Blogging Generates Leads
3. Email
Newsletter
Newsletter Benefits
• Controlled 100% by you
• An email campaign will educate customers
& prospects
• Gives pre-release offers to enhance sales
• News of interest to your audiences
• High ROI
“…when a group of small-business
owners were recently asked which
marketing activities they find most
effective, 83 percent had email
marketing at the top of their lists.
“Email remains the preferred
method of communication among
consumers.”
- Open Forum from American Express
“85% of internet users use
email, vs. 62% who use
social networking”
- Study by Ipsos
Daily High Quality Content
YOUR EMAIL
LIST IS GOLD
4. Testimonials
Case Study: User Reviews
User-Generated Content: Organic search up 10%,
conversion up 125% with rich product reviews
The reviews also brought the following results in Q4 2011:
- 125% higher conversion rate for visitors who interacted
with them
- 157% higher time-on-site for visitors who interacted with
them
- 111% higher page-views-per-visit for those who
interacted with them
Source: Marketing Sherpa, Coffee For Less
5. Video
You Tube
• Over 4 billion
views daily
• 3rd most popular
website on the
Internet
• How to is popular
• Humor
• Doesn’t need to be
a Hollywood
production
Image credit: Blendtec
6. Online
News
Releases
7. Case Studies
8. White Papers
9. How To Articles
10. E-Book
www.copyblogger.com/email-marketing/
11. Media/
Press Room
(Section of Website)
http://www.socialmediaexaminer.com/top-10-small-business-
facebook-pages-2012-winners/
12. Micro Blogging
More Ideas for Content
• Guest blogging
• Webinars
• Books & audio books
• Infographics
• Speaking engagements
• Mobile Aps
• Podcasts
• Video blog
• Market research – published
• Social media networks
• Screencasts (step-by-step
instructions)
Website
Blog
Newsletter
Articles
Press
Releases
Video
Audio
Think Like a Publisher
Editorial Plan
• Determine content to be created
• Ensure keyword research is done
• Assign it someone or outsource it
• Set up a calendar to track it
• Do a monthly review of the targets done and
results e.g. keyword ranking results would
influence future content creation around
certain keywords
• Repeat
The more quality content you
create and publish…
…the more business you will get.
Takeaways
Create an editorial calendar
Do your homework
Get the content created
Monthly review & adjust
Get it published – website and more
Repeat successful actions
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Free
Internet
Marketing
Analysis
More
Sales?
More
Leads?
Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be reproduced,
distributed, transmitted, displayed, published or
broadcast without the prior written permission of
Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.

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How to Create High Quality Content