Best Bet: Why You Should Go All-In With Content Marketing


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When it comes to spending your marketing dollars, it may seem like you are making blind bets, hoping the cards are stacked in your favor. Traditional advertising can be a gamble, but content marketing--distributing engaging, valuable information to a clearly defined target audience--may be your ace in the hole. Get the tools and insight you need to create and develop compelling content and deliver it to your customers in a way that is not intrusive. Learn how to effectively use social media, custom magazines, digital video, podcasts and other customized content to give your customers what they really want. The rules of marketing have changed and instead of telling customers why you are the best, what they really want is valuable content that will make their lives better.

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Best Bet: Why You Should Go All-In With Content Marketing

  1. 1. Best Bet: Why You Should Go All-In With Content Marketing Presented by: Ben Van Horn, Director of Marketing, Talk Back Media
  2. 2. Content Marketing Content is King Join the Conversation
  3. 3. What are we learning today? <ul><li>Why Content Marketing? </li></ul><ul><li>5 Reasons to go All-In with Content Marketing </li></ul><ul><li>Content Marketing That Works </li></ul>
  4. 4. What is Content Marketing? <ul><li>Developing compelling and relevant content </li></ul><ul><li>that your customers need to know, in order to </li></ul><ul><li>achieve two goals: </li></ul><ul><li>Make their lives easier </li></ul><ul><li>2. Solve their problems </li></ul>
  5. 5. “ Don’t sell the steak. Sell the sizzle” You are not selling a product or service, you are selling VALUE.
  6. 6. Traditional Media
  7. 7. New Media
  8. 8. Clutter
  9. 9. On Demand Generation On Demand Generation Buyer’s behaviors have changed, requiring marketers to adapt.
  10. 10. Buyers have new ways to reject ads What have you done for me lately?
  11. 11. The 2 Golden Rules <ul><li>Solve Problems </li></ul><ul><li>Make Life Better </li></ul>Buyers have new ways to reject ads
  12. 12. The 2 Golden Rules <ul><li>Solve Problems </li></ul><ul><li>Make Life Better </li></ul>
  13. 13. Most Advertising
  14. 14. Be Different Put Your Customer First Be Amazing
  15. 15. Content Marketing helps Davids compete with Goliaths
  16. 16. Cost Effective Solutions Website E-mail Marketing Social Media Blogs
  17. 17. 5 Reasons to Go All-In with Content Marketing
  18. 18. #1 Build Relationships
  19. 20. Create Ambassadors Word of mouth Customer reviews Social Media recommendations
  20. 21. #2 Generate Leads
  21. 22. Opt-in Content
  22. 23. VALUE-able Content
  23. 24. #3 Be An Expert
  24. 25. Be the trusted expert resource Be a thought leader Share your ideas
  25. 26. Become a publisher YOU
  26. 27. #4 Furthers Your Social Media
  27. 28. Do I need to pay attention to social media? <ul><li>Years to reach 50 million users: </li></ul><ul><li>Radio: 38 years </li></ul><ul><li>TV: 13 years </li></ul><ul><li>Internet: 4 years </li></ul><ul><li>Ipod: 3 years </li></ul><ul><li>Facebook added 100 million users in less than </li></ul><ul><li>9 months! </li></ul>
  28. 29. Social Media Use
  29. 30. 7 Essential Keys to Social Media <ul><li>The Internet is the context, not your brand </li></ul><ul><li>Make a connection with your message </li></ul><ul><li>Address potential issues in real time </li></ul><ul><li>There needs to be a coordinated effort—consistency is key </li></ul>
  30. 31. 7 Essential Keys to Social Media 5. Find your fans and evangelists 6. Use customer comments to help make changes 7. Make it easy for customers to do business with you
  31. 32. #5 Improve Customer Retention
  32. 33. Keep your clients happy
  33. 34. Become a publisher YOU
  34. 35. 5 Key Tips for cashing in on Content Marketing <ul><li>Identify the marketing objective </li></ul><ul><li>Clearly understand the customer’s info needs </li></ul><ul><li>Choose tactics and test as you go </li></ul>
  35. 36. 5 Key Tips for cashing in on Content Marketing 4. Repurpose the content into different formats 5. Make sure you are measuring your results
  36. 37. Ben Van Horn <ul><li>[email_address] </li></ul><ul><li>Twitter: @benvh4 </li></ul><ul><li> </li></ul><ul><li>512-695-3193 mobile </li></ul><ul><li>Thank You! </li></ul>