How to-cheat-at-content-marketing
•Download as PPTX, PDF•
2 likes•1,141 views
* More info in the slide notes! Content marketing can be REALLY hard. So I’ve put together some quick tricks and cheats that will help you to get started. Including tips on creating visual content, curating content and automating parts of your content marketing operation.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to How to-cheat-at-content-marketing
Similar to How to-cheat-at-content-marketing (20)
Recently uploaded
Recently uploaded (20)
How to-cheat-at-content-marketing
- 1. How to Cheat at Content Marketing Kevin McGrath / www.beacon.by Cheat #1 www.beacon.by @beacon_mags
- 2. About Me 8 years client services experience Focus on the web Co-founder of Beacon www.beacon.by @beacon_mags
- 3. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” - Content Marketing Institute www.beacon.by @beacon_mags
- 4. The Michelin Guide 1908 Free travel guide for car owners Increased brand awareness Positive brand experience www.beacon.by @beacon_mags
- 5. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” - Content Marketing Institute www.beacon.by @beacon_mags
- 6. B2C Content Marketing Techniques B2B Magazines Blogging Social Email PR Video E-books Whitepapers Reports Case studies Brochures Reviews Games www.beacon.by @beacon_mags
- 7. Why is it Difficult? Idea generation Time consuming Highly competitive Has to be high quality www.beacon.by @beacon_mags
- 8. YOU ARE AN EXPERT Cheat #1 www.beacon.by @beacon_mags
- 9. 5 most frequent customer questions What was the last problem you solved for a customer? Customer reviews are gold mines www.beacon.by @beacon_mags
- 11. AUTOMATE Cheat #2 www.beacon.by @beacon_mags
- 15. STYLE OVER SUBSTANCE Cheat #3 www.beacon.by @beacon_mags
- 19. RECYCLE Cheat #4 www.beacon.by @beacon_mags
- 20. Presentation Slideshare Multiple blog posts YouTube videos Countless tweets www.beacon.by @beacon_mags
- 21. CURATE Cheat #5 www.beacon.by @beacon_mags
Editor's Notes
- Content marketing can be REALLY hard. So I’ve put together some quick tricks and cheats that will help you to get started. I wouldn’t recommend using all of these cheats at the same time or you’ll look like a bit of a fony, but one or 2 can really help if you’re in a jam.
- Some context about me - I’ve been helping clients to research, plan and build better websites for about 8 years now. In the past year my brother and I turned our attentions to products. We’re currently working on Beacon, it’s an online tool for creating digital ebooks, magazines, brochures and catalogues. Lots of our customers use these for content marketing purposes and that’s how I first became aware of content marketing.
- This is the official explanation of what content marketing is. But if you had to really understand the discipline based on this you would struggle. So let’s look at an example first.
- The Michelin Guide was originally distributed for free to car owners. It contained car maintenance tips as well as recommendations for travel - things like places to stay and eat. The whole goal of the guide was to encourage people to drive more. The more they drove, the more tyres they needed to buy. And when it came time to buy tyres, the car owner had already heard of the Michelin brand name but more importantly they had a positive association with that Brand based on their happy travels.
- So now if we look at this explanation again it starts to make a lot more sense. Michelin provided some really VALUABLE content that wasn’t freely available before the internet. It was relevant content - given to people who could make use of it because they owned a car. It was consistently of a high quality and distributed on a regular basis. The clearly defined audience was important because only car owners were going to buy tyres; which was the eventual profitable action.
- Many people seem to think that content marketing works best for a particular demographic but there’s lots of techniques that you can use wether you’re selling to consumers or to businesses. And of course there are some techniques like social media or email that work well for both.
- With so many ways in which we can practice content marketing it should be really easy, right? Unfortunately not. Coming up with fresh ideas on a regular basis is a real challenge and it means that many people don’t even get off the runway with content marketing. Even if you do come up with a good idea you have to put that into practice and that can be really time consuming . On top of that, marketing is so competitive at the moment and there is so much noise out there. Everyone is fighting for attention and it can be difficult to be heard unless you share really high quality content which is hard to do regularly. These cheats aim to address each of these points and make your life that little bit easier.
- I think a lot of the time we take our work knowledge for granted. The things that we do every day are easy so we think they’re not valuable. But customers are paying because you know your industry better than they do. Take advantage of that.
- When coming up with ideas for content, put yourself in your customer’s shoes. What are the questions that keep coming up when you speak to customers? These could be a blog post in themselves. Alternatively try and think specifically about the last problem that you solved for a customer. If 1 customer had that problem you can bet that there’s another 50 out there with the same problem - they would love to read content about how you solved it. Customer reviews can also be really useful - obviously for B2C organisations but B2B can try it too. Try asking open ended questions like “What surprised you about working with us?” - a customer’s perspective can surprise you.
- If you’re really stuck for coming up with ideas for blog topics then try this free tool from Hubspot.
- Digital marketers are more busy than ever so automate what you can to save time.
- Buffer is a great tool for scheduling social media posts. Check out their blog too which is full of useful information about digital marketing.
- Zootrock is a new service and it goes a step further than Buffer. Not only does it allow you to schedule tweets but it will also come up with the content for you. Based on a user defined list of interesting topics, it will scour the web for the top content every day and share it on your behalf.
- Hootsuite is great for bigger teams or consultants who are managing lots of social media assets for multiple brands.
- Humans are simple creatures, we like to look at pretty things. If you can’t spend planning a content marketing campaign then share something that looks the part.
- Canva allows you to quickly produce beautiful static graphics for almost any need - Facebook banners, business cards, presentations, you name it.s
- Recite This is a great way of making beautiful graphics out of your favourite quote. Lots of templates to choose from and perfect for publishing on places like Facebook, Twitter and Pinterest.
- Beacon is an online tool for quickly creating interactive magazines, brochures and ebooks. It uses a flexible templating system so that you can mix and match your content to a range of styles. You can also export your publication to HTML5 or PDF.
- It’s good for the environment and also your sanity when it comes to content marketing.
- This presentation started as a conversation with a customer, I then thought I could turn it into a nice visual slide deck which could in turn become multiple blog posts, videos and social updates. You get the idea. Repurpose the content for each format so you can reach a wider audience for longer.
- Standing on the shoulders of giants is a great way to get started with content marketing. You don’t have to write about every topic that might interest your customers because there are other, non competing businesses that are already doing it. So if you share their content as well as your own then you are still providing content that is valuable so you will be associated with that value.
- Paper.li lets you curate content from across the web into a one page, online newspaper.
- Rebel Mouse has expanded their remit from just content curation to some more advanced features like social media a/b testing.
- Curated is a new tool that lets you curate content from across the web into a one page, beautifully designed email.
- That’s it from me. If I had to leave you with one tip it would be to focus on visual content. The quickest way to grab attention regularly.