The document outlines the fundamentals of content marketing and the smart marketing process, which includes strategy, execution, and evolution. It emphasizes the importance of defining the target audience, analyzing competitors, and developing relevant content to engage users and generate leads. Additionally, it provides steps for getting started in content marketing and offers resources for further consultation and blogging strategy development.

1. Internet Marketing 101:
Content Marketing Basics

2. How to Ask Questions

3. Your Presenters Today
• Shannon Beeman, Digital Marketing Specialist
• Megan Cough, Digital Marketing Specialist

4. The Whole Brain Group
Delivers premium design & digital marketing
services to growing companies, using strong
in-house technical expertise and a results-
driven process.

5. What we do

6. What we do
PPC & Keyword Strategy Tech Support
Social Media Google Analytics
Video
Engagement
SEO
Training
Integrated Digital
Blogging
Mobile Apps
WordPress Development
Content Marketing
Pay-Per- Social Media
Google AdWords Reporting
Web Design
Design
Results Monitoring Lead Generation

7. Our Difference
• Technology is in our company DNA
• We love to collaborate
• We are perfectionists at heart
• Process makes us happy
• Results make us even happier

8. Our Team
Right Brain (Creative) + Left Brain (Geeky) =
Whole Brain Goodness!

9. And now the basics...
• What is content marketing?
• Where do I start?
• What kind of content should I create?
• How do I circulate my content?
• How do I generate leads from my content?

10. What is content marketing?
Content Marketing means creating and freely
sharing informative content as a means of
converting prospects into customers and
customers into repeat buyers.
- Copyblogger

11. Content marketing is part
of an overall marketing
strategy
Source: http://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5

12. Smart Marketing Process: Strategy
• Define your audience
• Analyze your competition
• Align your company & marketing goals
• Do your research
• Outline a plan: content, social media,
SEO, pay-per-click ads
• Define metrics for success
• Establish 3-4 priorities per quarter

13. Smart Marketing Process: Strategy
• Define your audience
• Analyze your competition
• Align your company & marketing goals
• Do your research
• Outline a plan: content, social media,
SEO, pay-per-click ads
• Define metrics for success
• Establish 3-4 priorities per quarter Annually

14. Smart Marketing Process: Execution
• Develop a monthly content calendar
• Keep priorities & goals in mind
• Monitor, respond, engage
• Follow your plan
• Marketing Scorecard
• Track leads, conversions, and web traffic

15. Smart Marketing Process: Execution
• Develop a monthly content calendar
• Keep priorities & goals in mind
• Monitor, respond, engage
• Follow your plan
• Marketing Scorecard
• Track leads, conversions, and web traffic
Monthly

16. Smart Marketing Process: Evolution
• Standard reports to track results
• Review priorities & results
• What’s working, what’s not working
• Stay focused
• Be patient
• Evolve your tactics
• Set new priorities each quarter

17. Smart Marketing Process: Evolution
• Standard reports to track results
• Review priorities & results
• What’s working, what’s not working
• Stay focused
• Be patient
• Evolve your tactics
• Set new priorities each quarter Quarterly

18. How to get started
Source: http://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5

19. Step 1: Define your ideal customer
Who are you trying to reach?
What do they care about?
What pains to they need to solve?

20. Step 2: Examine your competitors
What content are they creating?
What content are they NOT creating?
How can you set yourself apart?

21. Step 3: Define your authentic brand & voice
What kind of vibe do you want to give
off?
What makes you different?
What do you want people to feel when
they interact with your brand?

22. Step 4: Do some keyword research
What are people searching for?
What questions are they asking?
What keywords & phrases should
https://adwords.google.com/select/KeywordToolExternal you be using in your content?

23. Step 5: Develop content that showcases your
How can you educate your buyers?
What tools can you give them?
✴ Blog posts ✴ Resource center
✴ Checklists ✴ Webinars
✴ eBooks ✴ Videos
✴ Infographics ✴ Slide shows
What content do you already have?
Can you repurpose it & give it new
life?

24. Step 6: Develop offers that will attract your ideal
What are people looking for at each stage of the buying
cycle?
1 Just looking or casually interested
2 Actively shopping & considering options
3 Ready to purchase or talk to someone

25. Step 7: Capture contact information with landing
• Keep forms & content simple
• Language should match CTA
• Show visitors what they’re
getting
• Encourage social sharing

26. Step 8: Drive traffic, cultivate relationships and build
Blogging: Keep writing about topics that
will attract & educate your ideal
customer
✴ Use keywords
✴ Include calls to action
✴ Encourage social
✴ Keep content readable
sharing
Lead Nurturing: Re-engage prospects
with content offers tailored to their
interests
✴ In-person
✴ Social Media
✴ Email Marketing
networking
✴ Traditional sales

27. Step 9: Work your plan & evolve your tactics
Track your results
Optimize your efforts
Stop doing things that aren’t
working
Do more of the things that ARE
working!

28. Follow a Smart Process
✓ Save time
✓ Stay on track
✓ Focus on measurable results

29. Review
Decide on your overall goals
Document your strategy
Inventory what you already have
Start creating!

30. Talk to us
Whole Brain Group
info@thewholebraingroup.com
http://twitter.com/wholebraingroup
http://www.facebook.com/wholebraingroup

31. Now What??

32. Download our Blogging Checklist
The Sensible Blogging Checklist for Businesses
Follow our simple suggestions to create an effective blogging
strategy.
• Define your goals and audience
• Plan your content strategy
• Make sure your blog is user-friendly
• Optimize your posts for search
• Encourage engagement & content circulation
Scan QR code with your smartphone
to request our eBook
http://www.thewholebraingroup.com/sensible-blogging-checklist-infographic/

33. Request a free consultation Your free 30-minute
Talk to a Whole Brain Group expert about how your company consultation will help you
identify problem areas, and
can develop, manage, and execute complex web marketing
identify next steps for taking
strategies with a strong focus on goals such as: your digital marketing to the
✓ Getting more qualified leads next level.
✓ Getting measurable results from your marketing
investment
✓ Launching a new product or service
✓ Standing out from the competition
http://info.thewholebraingroup.com/request-a-free-marketing-consultation
Scan QR code with your smartphone
to request our eBook