1. Javaria Ahmed

2.  CAMPAIGNS” FADE OUT, REAL-TIME MARKETING IS IN.
 INBOUND MARKETING GROWS ENTERPRISE-WIDE.
 KNOW THY CUSTOMER.
 BE MOBILE OR FALL BEHIND.
 MARKETING BECOMES MORE ACCOUNTABLE FOR REVENUE GENERATION
 SOCIAL & CONTENT IMPACT SEO EVEN MORE.
 COMPANIES LOOK TO HIRE MORE INBOUND MARKETING TALENT

3.  EMAIL LIVES ON.
 I’LL TAKE SOME CONTENT CURATION, PLEASE.
 CONTENT CROWDSOURCING GROWS.
 MARKETING GETS GAMIFIED.
 A PICTURE IS WORTH 1000 WORDS.
 CONTEXT IS CONTENT’S NEW BEST FRIEND.
 MARKETERS EMBRACE ‘SMART’ CONTENT.
 MARKETING SPEAKS LIKE A HUMAN.

4. INBOUND MARKETING IS IN
OUTBOUND MARKETING IS OUT

5. A content driven methodology that
leverages the internet to enable
people and organizations to :
 Be readily found on the Web.
 Earn the attention and
engagement of prospects.
 Establish a value proposition that
enhances the volume and quality
of leads.

6. Engagement leads to Belonging
Interest leads to Engagement
Belonging leads to Trust
Content leads to Interest
Trust leads to Preference
Preference leads to Opportunity

9. Stage 1: TOP OF FUNNEL
Be a Solution Provider

10.  Prospects need to become aware
of a problem a company’s product
or service solves.
 Focus on content that solves
problems and doesn’t focus on the
brand at all.
 This builds a relationship between
the business and the prospect that
didn’t exist before.

11.  Industry Guides and White papers
 Checklists and Tip sheets
 Ebooks
 Blogs

12. Review popular
content/interview
existing customer
Investigate
(Google trends)
Bring traffic through
SEO and Social
Media
Call to action
graphic
Lead Nurturing
HOW TO PROMOTE TOFU CONTENT

13. MOST POPULAR CONTENT
 Review of a new product or service
 Tips or ideas on how to do something easier or more cost effectively Interview
with industry thought leader, educational “how to” video.
 Write about an interesting industry development.

14. YOUR
PRODUCT
AND
THEIR
PROBLEMS

15.  Case Studies
 Videos: Showing the product in
action and describing how it is
being used.
 Buyer’s Guides & Success Kits
 Reviews and Testimonials
 FAQs

16. TELL CUSTOMERS: WHY CHOOSE YOU ?
STAGE 3: BOTTOM OF FUNNEL

17. Free trial
Live Demo
Registration
Free consultation
Request a quote

18. HOW TO DEVELOP

19. STEP # 1: DEFINE YOUR BUYER PERSONA

20.  The buyer persona is a
representation of the real person
who is interested in buying a
product or service.
Define their:
 Goals, challenges,
 Pain points,
 Common objections to products
and services,
 Personal and demographic
information shared among all
members of that particular
customer type.

21. STEP # 2:
DEVELOP A CONTENT STRATEGY DOCUMENT

22. 1. Who do I want to target?
2. Is there a specific topic or niche where we want to excel?
3. What do I want those I target to associate with our brand?
4. What information are my customers looking for?
5. What type of content do my customers look at?
6. How can I keep existing customers happy?
7. How can I attract new customers?
8. What do we like/dislike about competitors content strategy?
9. Is there anything I do not want to highlight about our brand?
10. What overall business objective do I want to achieve from my content marketing?
Brand awareness, Customer acquisition, Lead generation, Customer retention, Website traffic, Engagement, Thought leadership,Sales,
Lead nurturing.

23. • Based on knowledge of targeted buyer
personas
• Timely and Relevant
• Consistent in Language & Message

24. Publishing Platform –Integrated
 Wordpress is super-SEO and social friendly; you can download lots of plugins to make
the publication and sharing of content easy. It is really simple to use. Any member of
a marketing department can learn to use it quickly: if you can upload a photo to
Facebook then you can publish content to Wordpress.
 Google Authorship

25.  Recognition – Write your content down in an
accessible place for everyone to see.
 Organize – Set dates for when your content should
be finished by.
 Timing – Break your calendar down month-by-
month, then week-by-week to day-by-day. This will
increase structure and regularity to your work.
 Topics – For each month pick strong themes that
can break down into sub-categories. Think about
events that take place in any given month that you
could write about.
 Seasonality - Think about the key seasons and
trends in your business and think about what
content you want to create in the run up and
during these times.
 Publicize – Share your calendar and collaborate
across a team of writers and editors.

26. CALENDAR FOR A FITNESS CENTER
STREAMS FACEBOOK
WEBSITE
THEME INFORMATION/AWARENESS
WEEK 1 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
ARTICLE ON
NUTRITION
IMAGE RELATED TO
EXERCISE TIP OF THE DAY "HOW TO " POST HUMOR QUOTE
ANY EVENT
INFORMATION VIDEO
ARTICLE Creative Image NEW PRODUCT UPDATE LIST TYPE CONTENT
WEEK 2
WEEK 3
WEEK 4
EXAMPLE OF A CONTENT CALENDAR

27. STEP#4: MEASURE PERFORMANCE
Analyze the effectiveness of your content marketing.
By looking at:
• Increased search ranking
• Increased followers
• Conversion of leads into sales
Different metrics for different companies.

28. FUTURE OF MARKETING
In the year ahead, we can expect that businesses will experience
growing complexity in managing and measuring an emergence of multiple
channels and technologies. To adapt, marketing will become more
integrated, inbound and real-time. In the end, marketing will grow
into a profit-center, rather than cost center, in the eyes of CEOs.
Marketers have a lot to look forward to in 2013. More opportunities
are waiting. And now you, dear marketer knows what lies ahead.
Cheers!!