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HandsOnWP.com @nick_batik@sandi_batik
How to Use Content
Marketing to Attract Your
Target Audience
Austin WordPress Meetup
June 19, 2017
Presented By Sandi Batik & Nick Batik
HandsOnWP.com @nick_batik@sandi_batik
Content
Marketing is
connecting with
and opening
a channel of
dialogue with
your audience
HandsOnWP.com @nick_batik@sandi_batik
Content Marketing Starts
With Sharing Your Story
HandsOnWP.com @nick_batik@sandi_batik
Developing Your Story
• Before you can attract
customers, you have to
develop your brand
• Who are you as a company?
• What is your purpose?
• Who are you trying to help?
• What makes you unique?
• Why are you trying to help
them?
HandsOnWP.com @nick_batik@sandi_batik
WordPress makes it easier than
ever before to communicate
with your Ideal Customer
HandsOnWP.com @nick_batik@sandi_batik
Who Is Your Ideal
Customer?
HandsOnWP.com @nick_batik@sandi_batik
Identifying Your Target
Audience
• Someone who can afford what you
sell
• Someone you enjoy serving
• A detailed client persona will help
you focus your Content Marketing
to your targeted audience
• Be as specific as possible
• Identify the exact kinds of
individuals you want to attract
• Their age, gender, fears, hopes,
challenges, and interests
HandsOnWP.com @nick_batik@sandi_batik
Developing User Stories
• I help _______________
• Do _________________
• So they can
___________________
_
HandsOnWP.com @nick_batik@sandi_batik
Key Steps to Getting
Content Marketing Right
• Identify your clients’ pain points
• Describe how your services can effectively
address/solve those pain points
• Create a focused content development plan
based on your client persona and user
stories
HandsOnWP.com @nick_batik@sandi_batik
Social Media is Part of
Content Marketing
• Know which social media platforms
your target audience is most likely to
use
• Test on that social media platform
and analyze customer engagement
• Cultivate relationships: with
prospects, customers, influencers
• Always send people back to your
website
HandsOnWP.com @nick_batik@sandi_batik
Attract Attention
Increase Engagement
• Asking your readers to comment on a blog post
• Asking your readers to share an article or podcast
• Asking customers to participate in a poll or survey
• Encouraging site visitors to download a free video or training
course
• Persuading people to subscribe to your email newsletter
• Asking people to follow you on social media
HandsOnWP.com @nick_batik@sandi_batik
5-step System to Write Copy That Consistently
Attracts Your Target Clients & Organically Build
SEO
HandsOnWP.com @nick_batik@sandi_batik
Step 1
Take the time to
analyze what
information your
target market is
looking for and why.
What problems are
they trying to solve?
HandsOnWP.com @nick_batik@sandi_batik
Step 2
Set your Categories
to those high-level
topics that
represent the topics
your clients are
seeking
HandsOnWP.com @nick_batik@sandi_batik
Step 3
Turn on the Idea
machine
- Look for ongoing topic
conversations-online &
off
- Use your blog and
Cornerstone pages to
express your unique
value as an industry
expert
HandsOnWP.com @nick_batik@sandi_batik
Step 4
Tune Your
Idea Machine
Feedly
https://feedly.com/i/welco
me
Google Alerts
http://www.wikihow.com/U
se-Google-Alerts
HandsOnWP.com @nick_batik@sandi_batik
Step 5
Use a Content
Framework
• Every thing I know
about writing I owe
to:
• Mother Mary Gerald
• Copyblogger
• & Troy Dean
HandsOnWP.com @nick_batik@sandi_batik
The WordPress Blogger
Six Step Framework
HandsOnWP.com @nick_batik@sandi_batik
The Promise
Your blog introduction should outline the promise of what you will
deliver
The 'Big Why' someone invest their time with you and
how will they benefit?
HandsOnWP.com @nick_batik@sandi_batik
The Problem
Next, your content needs to outline the problem your
readers are facing - which reinforces why they need
read your article
HandsOnWP.com @nick_batik@sandi_batik
Myth busting
This is the part of the blog or Cornerstone copy you position
yourself as an expert by busting a common myth your
readers are likely to believe.
HandsOnWP.com @nick_batik@sandi_batik
The Method
In this section of your content you actually teach your
3 to 7 teaching points.
HandsOnWP.com @nick_batik@sandi_batik
The Do’s & Don’ts
In this section you outline the some of the tips for
advanced users and the mistakes that newcomers
make.
HandsOnWP.com @nick_batik@sandi_batik
Next Steps
Finish off your piece of content with a call to action or
an action step. Give your readers something to do
and they are far more likely to remember you
HandsOnWP.com @nick_batik@sandi_batik
Content Creation
Check List
• Check your “inspiration sources” for content ideas
• Choose a headline
• Check keyword competition and edit your headline
as needed
• Research and plan your article
• Choose your category and add tags
HandsOnWP.com @nick_batik@sandi_batik
Content Creation
Check List
• Fill in the SEO fields
• Write your first draft
• Go back and edit out cliches and add keywords
and phrases
• Add images, video, and/or other rich content
• Re-read it. Edit.
HandsOnWP.com @nick_batik@sandi_batik
Content Creation
Check List
• Add an excerpt
• Read it again
• Publish
• Check your editorial schedule for the next
article
HandsOnWP.com @nick_batik@sandi_batik
Cool Tools To Help Build
Your Content Marketing Strategy
HandsOnWP.com @nick_batik@sandi_batik
Edit Flow
An editorial workflow management system
https://wordpress.org/plugins/edit-flow/
HandsOnWP.com @nick_batik@sandi_batik
Table Press
allows you to add tables into your WordPress posts
and pages
without writing any HTML or CSS.
https://wordpress.org/plugins/tablepress/
HandsOnWP.com @nick_batik@sandi_batik
Canva
intuitive drag and drop interface creates
beautiful graphic designs edit images
easy to use even for beginners
https://www.canva.com/
HandsOnWP.com @nick_batik@sandi_batik
PictoChart
create beautiful infographics charts and presentations
http://piktochart.com/
HandsOnWP.com @nick_batik@sandi_batik
Engagement Grower
creates a customizable related post section
https://wordpress.org/plugins/engagement-grower/
HandsOnWP.com @nick_batik@sandi_batik
Navigation Tips and Tricks
What Issues are Tripping You Up?
HandsOnWP.com @nick_batik@sandi_batik
Broken Link Checker
https://wordpress.org/plugins/broken-link-checker/
HandsOnWP.com @nick_batik@sandi_batik
Navigation Resources
WordPress Mega Cheat Sheet
http://wptricks.net/monster-wordpress-cheat-sheet/
"Working the "404 Error" Page
http://wptricks.net/create-effective-404-page-wordpress/
HandsOnWP.com @nick_batik@sandi_batik
Sandi Batik
Introvert Freelancer, WordPress evangelist,
consultant, trainer, curricula developer,
author, unapologetic geek, unrepentant
capitalist, lucky enough to do what I love
everyday. I’ve served as Austin WordPress
Meetup co-organizer since 2010. With my
husband Nick Batik, co-founded Pleiades
Publishing Services in 1992 and Hands-On
WordPress Training in 2010.
Follow me @sandi_batik / @WPATX
Contact me at: handsonwp.com
https://www.linkedin.com/in/hsandrachevalier
batik
Presenter
HandsOnWP.com @nick_batik@sandi_batik
Nick Batik
Chief Technical Officer
Senior WordPress Back-end Developer
Information Architect
Nick started in web development in 1994 and has
been a WordPress consultant, and web
developer since 2007. A WordPress Evangelist,
and a CoOrganizer of the Austin WordPress
Meetup since 2010, Nick has presented technical
WordPress classes at numerous Meet-ups,
PodCamps and WordCamps.
Follow me @nick_batik / @WPATX
Contact me at: https://pleiadesservices.com
https://www.linkedin.com/in/nicholasbatik
Presenter

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How to use content marketing to attract your target audience