A discussion about tapping into your expert skills and becoming the resource your clients and potential clients desperately need... through the use of blogging, content marketing, social media and more.

1. www.woodstreet.com @jonmikelbailey
How to Use Social Media
and Blogging to…
Be the Resource
Your Clients Need!

2. www.woodstreet.com @jonmikelbailey
Content Marketing vs. Self Promotion
“Traditional marketing and advertising is telling the
world you’re a rock star.
Content Marketing is showing the world
that you are one.”
- Robert Rose, from Content Marketing Institute

3. www.woodstreet.com @jonmikelbailey
What we’ll talk about
1. Types of Content
2. Buyer Personas
3. Where to share…
Social, Email, Blog, Mobile

4. www.woodstreet.com @jonmikelbailey
Types of Content
“Expert” Content
• Reviews
• Testimonials
• Instructional Posts
Educational Content
• Blogs
• Videos
• Podcasts
Curated Content
• RSS Feeds
• Social Marketing
• Channels like Scoop!It
Conversion Content
• Product Overviews
• Email Newsletters
• Landing Pages

5. www.woodstreet.com @jonmikelbailey
Be an Expert!
You are an expert! Yes, you!
How does your audience know this?
• Others tell them
• You show them how to do things
• You answer their questions
• You have fans promote your stuff

6. www.woodstreet.com @jonmikelbailey
Educational Content
Your target audience needs your help!
They don’t know what you know!
• Write how-to posts
• Top 10 Lists
• Instructional video and podcasts
• Your expert knowledge in their language

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Curated Content
You are not the only resource!
Share other’s useful content!
• Gather content via email, alerts & RSS
• Share that content on social channels
• Open up guest posting on your blog

8. www.woodstreet.com @jonmikelbailey
Conversion Content
You still need to sell!
How can you use content to convert?
• “Give away” eBooks, Whitepapers
• Instructional content with a call to action
• Content makes the sale,
explain the benefits

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Buyer Personas
Define Your Target Audience
1. Identify groups
2. Develop “characters”
3. List common characteristics
4. List their needs
5. List your goals

10. www.woodstreet.com @jonmikelbailey
Where to share…
• These are your content “outposts”
• Use content to attract site visitors
• Build your blog outreach
• Become a resource
• Seek syndication

11. www.woodstreet.com @jonmikelbailey
Where to share…
• Social channels
• Email Newsletters
• Seminars and SlideShare
• BizSugar and other directories
• Optimize for mobile!!!

12. www.woodstreet.com @jonmikelbailey
And I’ll leave you with a quote…
I asked Ann Handley, author of Content Rules,
what the most important takeaway from her book was…
“Be relentlessly customer-focused
and not corporate-focused.
Ask yourself…
‘What marketing will my customer THANK me for?’”

13. www.woodstreet.com @jonmikelbailey
QUESTIONS???
Suggested resources:
www.woodstreet.com
www.marketingprofs.com
www.contentmarketinginstitute.com
www.zeromomentoftruth.com
www.mediapost.com
www.heidicohen.com
Contact me:
www.woodstreet.com
jbailey@woodst.com
@woodstreetweb
@jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x101
Read these two books… Content Rules! And Optimize!