How to use content marketing to ignite sales for your business. Learn how to create and produce Webinars, Podcasts and Web TV shows.

1. IGNITE YOUR
BUSINESS WITH
CONTENT
MARKETING
STERLING PERRY - CEO, SENT MEDIA MARKETING
#IGNITEBIZ @SENTMEDIA
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2. Housekeeping
Today’s hashtag: #IGNITEBIZ
Follow @sentmedia
A few minutes of Q&A at the end of each
section.
You can also tweet your questions to
@sentmedia using #IGNITEBIZ
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3. The Purpose of Today’s Workshop
 To show you how to create content for marketing:
creating and sharing relevant, valuable information
that attracts people to you and creates trust,
credibility and authority for your business and that
ultimately converts visitors into buyers
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4. What you’re going to learn
 How content marketing can ignite your business
 How to create and produce your own podcast or web TV show.
 How to create and produce awesome webinars.
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5. The Case for Content
 Interruption marketing (traditional advertising) is not enough.
 Customer behavior and expectations are shifting.
 89% of all purchase decisions begin on a search engine.
 Everyone is the media. Everyone is a publisher – including
you!
 Unlike any other form of marketing, content marketing
doesn’t have an expiration date.
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6. What is Content
 Content is a broad term that refers to anything created and
uploaded to a website.
 More than words and images on a page; an embodiment of
your brand.
 Good content can quickly become the soul of your brand to
the online world.
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7. What Can Content Do for You?
 Attract customers.
 Educate your buyers about a purchase they are considering.
 Overcome resistance or address objections.
 Establish your credibility, trust, and authority in your industry.
 Tell your story.
 Build buzz via social networks.
 Build a base of fans and inspire customers to love you.
 Inspire impulse buys.
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8. The Key to Igniting Sales is to create
online content and optimize it so that
it appears on the first page of search
results when your customers search for
you or the products or services you
sell.
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9. PODCASTING &
WEB TV
IS THIS THING ON???
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10. What is a Podcast/Web TV?
 A digital program, delivered over the web to a subscriber that typically
consumes via a mobile device.
 Can be either audio or video
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11. Why they are great
 Your own show!
 Can draw a very specific qualified
audience
 Allows your audience to consume your
content on the go
 Establishes you as an expert
 Provides context for clients
 It makes you better at your job
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12. HOW TO PRODUCE
YOUR SHOW
SUCCESS TIPS
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13. Watch and Listen
 What are your favorite podcast
or web show and why?
 Spend time on itunes and
YouTube exploring shows in
your space
 Spend time with shows that
engage you
 Do you like the casual
approach or the buttoned up
talk show approach?
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14. Identifying Your Show
 Audio or Video? Play to your strengths
 Choose a topic or a niche as your focus
 Who is your perfect audience member?
 Who is the show for?
 Co-hosted or self-hosted
 Interview format or self produced
 Mission statement – what are your goals in a clear concise
statement.
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15. You Already Have the Equipment
Hardware
 Laptop with built-in microphone
 Smartphone pre-installed voice recorder app
 Use your headphone/mic
Software
 Audacity – free recording software for PC
 GarageBand – pre-installed for Mac
 Window Movie Maker or iMovie
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16. Plan Before Recording
 Write some basic show notes:
 Topics you’ll discuss
 Links
 Graphics
 Items that you don’t want to forget
 You’ll want to post these notes along with your finished
show to your blog.
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17. Press Record
Record your show
Edit
Post-production
Export as a MP3/MP4
Keep your show under
30 min.
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18. Record Intros and Outros Separately
 Intros and outros are a time to give key calls to action
 Fully explain your show
 What you will bring to the table each episode
 Show consistency
 Keep both under 60 seconds
 Add to the beginning and end of your main content piece
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19. Title, Tag, Upload and Share
 Give your show and episodes
great compelling titles
 Tagging
Add all relevant information
and keywords
 Upload
 To your website and YouTube
 Share your show on social media
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20. WEBINARS
YOUR GUIDE TO AWESOMENESS
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21. What is a webinar?
 A web-based seminar for viewing or listening. They are typically a
combination of audio and PowerPoint, although they sometimes
incorporate video, too.
 Webinars take place on web conferencing platforms, which can be either
an application that’s downloaded or viewed over the web.
 Attendees access the meeting by a link or meeting invitation distributed by
the webinar host.
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22. 67% of Business
Leaders
Who rely on social media for business
information seek out relevant podcasts and
webinars.
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23. Why attendees love webinars
 Robust, interactive and social
 Less intimidating
 Broad-reaching
 Geographically neutral
 Team player in the content mix
 Effective
 Door openers
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24. HOW TO CREATE
AWESOME
WEBINARS
10 TIPS TO AWESOMENESS
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25. Ask, “What’s keeping our clients up at
night?”
 What information do
our customers or
prospects want?
 How can we help?
 Clue: What are your
most popular blog
posts or most
downloaded eBooks?
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26. Create Momentum
 Educate, inspire your customers
 Be a resource and educator
 Make it clear that you are there for
them when they’re ready to buy
 Webinars allow you to turn content
into a relationship immediately.
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27. Go Big, or go tactical
 Big-thinking, inspirational or strategic high level strategic seminars
 How-to webinars that offer specific, tactical information
 Create broadly appealing webinars to generate broad awareness
and leads, then host smaller affairs to a more qualified base of
prospects
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28. Create your webinar registration form
wisely
 Select form fields that capture
relevant information and start to
flag hot leads.
 Avoid long, cumbersome forms.
 Think about your long term
goals.
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29. Write the story
 Don’t start with PowerPoint
 Map out an outline of both your story and
quick ideas of accompanied charts and
photos
 Write out the key points and assemble
them into a logical structure.
 Although, you’re presenting digitally,
public speaking and selling is very much an
analog process.
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30. Have compelling slides
 Streamline your slides
 Use 32 point font size
 Offer one idea per slide
 Use interesting graphics
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31. Titles are important!
 Your webinar title is both the promise of what an attendee can
expect the content to be and an indication of how it will be
presented.
 Pique curiosity
 Use superlatives
 Use surprising or odd analogies
 Be specific
 Simplify a complex subject comprehensively
 Be contrarian
 Use numbers, especially odd numbers
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32. Choose guest speakers wisely
 Are they compelling enough to hold the attention of your
audience?
 Tap recognized experts, happy customers, thought leaders,
authors
 By social prospecting on SlideShare and YouTube you can find
lesser-know compelling talent.
 Establish clear expectations and guidelines with any speaker.
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33. Practice and rehearse
 Use the built in PowerPoint “Rehearse Timings” and “Record Slide Show”
features to practice your presentation.
 Don’t read from they slide, rather tell your story.
 Schedule a rehearsal ahead of the live webinar date.
 Make sure you and your guest are comfortable with the webinar platform
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34. Reimagine your webinar
 Pre-webinar article
 Pre-webinar podcast
 On-demand webinar
 Upload to SlideShare or as a PDF download on your site
 Post-webinar podcast
 Post-webinar blog posts
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35. HOW TO PRODUCE
AWESOME WEBINARS
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36. Google+ Hangouts on Air
 Free to use, less complicated
 10 guests + unlimited audience
 Live streaming to Google+, YouTube and your website
 Immediate archivie to YouTube
 Mobile friendly
 Easy registration
 Push notifications
 Apps
 Q&A
 Showcase
 Video
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37. Encourage interaction
 Utilize the webinar platforms chat panel
and encourage Q&A
 Build interaction into the presentation
by stopping for questions.
 Consider having a moderator on deck
to up the level of response and
engagement.
 Create a short, searchable companion
hashtag.
 #IGNITEBIZ
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38. Optimize for sharing and spread it
around
 Upload your webinar presentation and slide notes to
SlideShare.
 Use keywords in the presentation title and tag your slides with
plenty of relevant words.
 Load the SlideShare app onto your LinkedIn & Facebook
profiles.
 Embed your SlideShare and YouTube video into your
homepage or a blog post.
 Share the links everywhere!
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39. Carefully craft your final slide
 Your visual takeaway for attendees.
 Create a slide that either converts
browsers into buyers or nudges them a
little closer to doing so.
 Give a link with a compelling limited
time offer
 Use the ShowCase app in Google HOA
to do this attractively.
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40. Final considerations
 Plan for disaster
 Get feedback
 Follow up promptly
 Measure success
 Many web conferencing options
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41. The Key to Igniting Sales is to create
online content and optimize it so that
it appears on the first page of search
results when your customers search for
you or the products or services you
sell.
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42. Want to Work With Me ?
Call: 678-820-9577
Tweet: @sentmedia
Email: Sterling@TheSentMedia.com
 Ignite Your Business E-Book
 Digital Marketing Coaching & Consulting
 Website Development
 Don’t leave without scheduling Your FREE 30 minute consultation!
 Audit your website
 Audit your social media
 Strategy session
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