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Effectively Telling Your Story through Content Marketing

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Promoting products and services through content marketing has been a growing trend for the past five years. Content marketing is also a great method for sharing your company’s mission and goals. In this session, you’ll learn what content marketing is, how it is useful in communicating your story, the types of marketing methods for sharing your story (such as blog posts, white papers, case studies, social media, and many more), and how to identify your target audiences, and tips for creating a content marketing plan.

Presented by Cheryl Landes

Published in: Education
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Effectively Telling Your Story through Content Marketing

  1. 1. Effectively Telling Your Story Through Content Marketing Cheryl Landes, Tabby Cat Communications STC-PMC Webinar April 12, 2017
  2. 2. Agenda • What is content marketing? • How content marketing tells your story • Methods for telling your story • Creating a content marketing plan
  3. 3. What is content marketing? “In content marketing, content is created to provide consumers with the information they seek.” - Jeff Cannon, Make Your Website Work for You: How to Convert Online Content Into Profits
  4. 4. Goals of content marketing • Attract attention and generate leads • Expand a customer base • Generate or increase online sales • Increase brand awareness or credibility • Engage a user community
  5. 5. Content marketing isn’t new • Earliest known example: John Deere’s The Furrow • Started in 1895 and still in publication!
  6. 6. Content marketing isn’t new • Michelin Guide – Began in 1990 – Now in print and online
  7. 7. Content marketing isn’t new • Michelin Guide’s online version
  8. 8. Content marketing isn’t new • Jell-O cookbook – Began publication in 1904 – Jell-O door-to-door salespeople distributed cookbook for free – Jell-O’s sales rose $1 million in 2 years! – Now print and online versions
  9. 9. Content marketing isn’t new • Jell-O cookbook online: Top results in search results for product
  10. 10. Content marketing isn’t new • Jell-O: Recipes consume prominent real estate on product’s homepage
  11. 11. How content marketing tells your story • Content marketing reflects your values: – Your customers are important. – What matters to you matters to your customers. – Your customers want to know who you are.
  12. 12. Methods for telling your story • Identify your target audience. – What do they need? – What do they want? – When you know your audience, it’s easier to develop targeted content.
  13. 13. Methods for telling your story • Determine the types of content to publish. – White papers and eBooks – How-to guides – Webinars – Videos – Podcasts – Infographics – Quizzes – Lists – Q&A – Surveys – Interviews – Editorials and Op-eds – Technical documentation
  14. 14. Methods for telling your story • Create activities, online or off, to encourage audience participation • Examples: Life is Good’s drawing contest and breaking world’s lighted pumpkin record
  15. 15. Methods for telling your story • Set up a content management system (CMS), which helps with: – Content creation – Publishing content – Tracking success of published content – Reusing content
  16. 16. Content management can be simple • Example from Tabby Cat’s Pawprints travel blog – Editorial calendar – simple Word doc – Content written in Word and published in WordPress – Reader statistics tracked in WordPress
  17. 17. Content management can be simple • Tabby Cat Pawprint’s landing page
  18. 18. Content management can be simple • Tabby Cat’s Pawprints stats in WordPress
  19. 19. Content management can be simple • Tabby Cat’s Pawprints stats in WordPress
  20. 20. Content management can be simple • Tabby Cat’s Pawprints stats in WordPress
  21. 21. Content management can be simple • Tabby Cat’s Pawprints stats in WordPress
  22. 22. Creating a content marketing plan • Determine your goals for content marketing. • Identify your target audience. • Conduct a content audit to identify content you can use. • Set up a content management system. • Brainstorm content ideas. • Determine the types of content you want to create. • Publish, manage, and track your content. Source: Hubspot
  23. 23. Selected resources • Content Marketing Institute • Content Marketing World • Hubspot • Unthinkable.fm/
  24. 24. Summary • What content marketing is • How content marketing tells your story • Creating a content marketing plan
  25. 25. Thank you! Cheryl Landes Tabby Cat Communications Personal email: clandes407@aol.com Business website: tabbycatco.com Travel blog: tabbycatspawprints.com

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