The document discusses content marketing strategies for businesses. It defines content marketing and outlines types of content like blogging, videos, and eBooks that can be used. It also discusses distribution channels for content, such as websites, email, and social media. Metrics for measuring the success of content marketing efforts are described, including metrics for traffic, sharing, leads, and sales. The document provides tips for content marketing and additional resources.

1. Content Marketing
Attract + Retain Customers

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What We Will Cover Today
 What is content marketing?
 Getting started
 Types of content
 Distribution channels
 Measuring your efforts
 Growth tactics
 Resources
 Q&A

3. Definition

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Definition
“Content marketing is the art of understanding exactly what
your prospects and customers need to know…[and] delivering
that content to them in a relevant and compelling way that will
grow your business.”
-- The Content Marketing Institute

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Engagement vs. Lead Generation
How do I generate more leads?
How do I engage qualified buyers?

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Content Marketing Will Help You:
 Drive more traffic to your business
 Boost your SEO
 Build links
 Create multiple touch points with customers

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So You Can:
 Increase engagement with target audience
 Position your business as an expert
 Increase sales
 Build awareness of your business
 Generate more leads

8. Getting Started with
Content Marketing

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Define Your Target Market
 What is the average age group of your market?
 What is predominant sex?
 Does the cost of your product/service impact who buys?
 What is your industry?

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Select Keywords
 Is this keyword relevant to your business?
 Will searchers find what they are looking for on your site
when they search this keyword?
 Can I make this more specific to my geographic area?

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Content Format
 Where can I find my audience?
 What type of content are they looking for?
 What channel do they use most? (Social, blog, video,
newsletter, etc.)
How do you choose?

12. Types of Content

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Ideas to get you started:
 How to guides
 Lists (a la Buzzfeed)
 Thought-leadership
 Research + stats
 Drives traffic to your
website via content you
create
 Focus on specific
keywords to boost
discoverability
 Post on a regular basis
(at least 1x a month)
Blogging

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 Attract new customers
who may not be aware of
your business
 Reward existing
customers and drive
repeat sales
 Average improvement on
sales: 3-4x
Ideas to get you started:
 Discounts
 Bonus offers
 Premiums
 Free information
Coupons + Deals

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 Connect with your
customers in a
meaningful way
 Reach new audiences
 Adds value to your
business’s
product/service offerings
Ideas to get you started:
 Grand openings
 Product launches
 Seasonal
 VIP
Events

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 Keep current customers
up-to-date
 Reach prospective
customers and covert
them
 Good cross-promotion
vehicle
Ideas to get you started:
 Announcements
 Monthly updates
 Q&A series
 Specials
Newsletters

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 300+ hours of video are
uploaded to YouTube
every minute
 Narrate stories, persuade
prospects, impress your
customers
 Unique platform to
integrate into your
marketing plan
Ideas to get you started:
 Tutorials and how to’s
 Behind the scenes
 Testimonials
 Share your expertise
Video

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 Provide your customers
with helpful material
 Authoritative format
 Positions your business
as a marketplace leader
 Good customer service
Ideas to get you started:
 Original research
 Complete guide to___
 Step-by-step
 Strategies
E-Books + White Papers

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Ideas to get you started:
• Ipsum
• Lorem
• Ipsum
• Lorem
 Reach your customers on
a unique platform
 Can take it on-the-go
 Positions your business
as a marketplace leader
 Local consumer is
increasingly mobile
Ideas to get you started:
 Top 10 lists
 Product Y vs. Product Z
 “TED talks”
 Expert interviews
Podcasts

20. Distribution Channels

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How Should You Distribute?

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Website
Content  Authority  Traffic

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Email
Businesses see $44 in sales for every $1 invested

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Social Media
71% of consumers are more-likely to make a
purchase based on a social media referral

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Mobile Websites
#Mobilegeddon

26. 8 Growth Tactics

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Create Sharable Content
Focus on format and ease sharing

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Use Keywords
Be discovered quickly + easily

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Lead to a Call to Action
What do you want your reader to do?

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Recycle Content
Repurpose and reuse on other platforms

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Link to Your Posts
Boost your search rankings

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Promote on Social
Publish Day
Next Day
Next Week
Next Month
Two Months
Create a schedule to stay on track

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Collaborate
Show your business to new customers

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Improve Site Speed
Don’t lose valuable customers!

35. Measuring Your Efforts

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Define Success
Questions to ask yourself:
How many people are
consuming your content?
What channels are they
using?
How frequently do they use
it?
How do they interact with it?

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Align with Your Tools
How many people are
consuming your content?
Unique pageviews
(web)
What channels are they
using?
Social media, blog,
website, email
How frequently do they use
it?
Overall pageviews
(web)
How do they interact with
it?
Comments, multiple
pageviews (web)
Questions Tools

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Sharing Metrics
Understand more about “shares”
Which of your content
pieces is being shared?
Who is sharing them?
How are they sharing it?
Where are they sharing it?

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Align with Your Tools
Which of your content
pieces is being shared?
Articles, videos,
emails, photos
Who is sharing them? Customers, leads, etc.
How are they sharing it?
Facebook, Twitter,
forwarding emails
Where are they sharing it?
Social, blog
comments, email
Questions Tools

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Lead Metrics
Grow and improve the quality of leads
How does content nurture leads?
How does content increase the
number of leads?
Does it improve the quality of leads?

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Align with Your Tools
How does content nurture
leads?
Blog comments,
repeat website visits
How does content increase
the number of leads?
Google Analytics
conversions, coupons
Does it improve the quality
of leads?
Email metrics,
geographic targeting
Questions Tools

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Sales Metrics
Figure out your return on investment
How does your content influence
revenue?
Does content fill your sales pipeline?
Does content increase the loyalty of
your customers?

43. Simple, Effective and Affordable
Local Online Marketing
 Search
 Social
 Mobile
 Email
 Advertising
 Website
 PR
 Lead Gen
Get your free SEO report today!
localvox.com/free-seo-report

44. Social Inbox
Visit localvox.com/solutions/social-inbox for a free demo!
 See entire conversations on
1 screen
 Smarter metrics
 Enhanced photo-sharing
capabilities
 Link all your networks

45. Additional Resources

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More Local Marketing Resources
eBooks
DOWNLOAD
localvox.com/resources
Blog
SUBSCRIBE
localvox.com/blog

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