Content Marketing Bones

1. Content Marketing from Your Marketing Partner

2. What we will cover •  What •  Why •  The goal •  How Content Marketing Broad Marketing Experience From Someone You Can Trust 2

3. Growing an Orchard Good content marketing can be compared to growing an orchard. Each tree is a message. You need lots of trees. New trees need to be planted consistently. All trees grow from the same key messages and targeted to your audience. Content Marketing Broad Marketing Experience From Someone You Can Trust 3

4. What is Content Marketing? Telling stories about your business. Content Marketing Broad Marketing Experience From Someone You Can Trust 4

5. What is Content Marketing? Educational and/or Entertaining This vi deo is ama zing! pany ell. m is co opic w Th the t lains exp Content Marketing Have you seen this? answers ing for as look old me what Iw post t and this ed to know. I want Broad Marketing Experience From Someone You Can Trust 5

6. Start with Content, then Package, then Distribute Content Marketing Broad Marketing Experience From Someone You Can Trust 6

7. Why is it important? Because Google likes it. Make pages primarily for users, not for search engines. Ask yourself, "Does this help my users?” From Google’s Webmaster Guidelines Content Marketing Broad Marketing Experience From Someone You Can Trust 7

8. And! Humans like it... and share it. Content Marketing Broad Marketing Experience From Someone You Can Trust 8

9. What is the goal? To move your audience along the commitment funnel. Awareness Interest Evalua@on Commitment Purchase Referral Content Marketing Broad Marketing Experience From Someone You Can Trust 9

10. The Foundation The recurring themes Content Marketing Broad Marketing Experience From Someone You Can Trust 10

11. The Foundation Develop your key messages Define your audience Content Marketing Broad Marketing Experience From Someone You Can Trust 11

12. Key Message Document Key Messages Key Message These are the 1 to 4 messages that you want to consistently communicate. Benefits The benefits your products and services give to your consumers. Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Key Message Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Beneﬁt Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Beneﬁt Suppor@ng Fact Supporting Facts The objective information that supports the key messages and benefits. Suppor@ng Fact Suppor@ng Fact Elevator Speech Tagline Emo@on Content Marketing Broad Marketing Experience From Someone You Can Trust 12

13. Key Message Document Elevator Speech Key Message Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact This is the 15 second speech that includes all of your key messages. Key Message Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Tagline This is the emotional statement that is most closely tied to your company name. Beneﬁt Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Beneﬁt Suppor@ng Fact Emotion The single emotion you want your customers to feel about your company. Suppor@ng Fact Suppor@ng Fact Elevator Speech Tagline Emo@on Content Marketing Broad Marketing Experience From Someone You Can Trust 13

14. Using Key Elements for Content Key Message Elements Key Message Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Key Message Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Beneﬁt Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Beneﬁt Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact Elevator Speech Start with the story idea: Owner Welcome. Pull key message elements appropriate for the story. Fill in around the key message elements to complete the story. Here is a sample to help you visualize how it works. Hi, I am John and I want to help you and your dog live happier lives together. My company provides dog services in Dallas including training, behavior consulta@on, dog walking, and play groups. I have been a dog lover my whole life and work with local shelters to help rehabilitate trauma@zed dogs. I understand dog behavior extremely well so I can recognize and quickly solve behavior issues. Also, I can teach you what you need to know so your dog knows that you are the pack leader. I have a specially designed van that I use to transport your dog to and from play groups. Please contact me for a no obliga@on consulta@on on how I can help you and your dog live happier lives together. Tagline Emo@on Content Marketing Broad Marketing Experience From Someone You Can Trust 14

15. Target Audience More than one target? If you have more than one target for different aspects of your business you will need to define each. Demographics Objective characteristics of your target: who they are. Psychographics Lifestyle and value characteristics of your target: what they care about. Content Marketing Broad Marketing Experience From Someone You Can Trust 15

16. Apple’s Genius Ads Content Marketing Broad Marketing Experience From Someone You Can Trust 16

17. The Trees Create content Content Marketing Broad Marketing Experience From Someone You Can Trust 17

18. Heart Wood vs. Veneer Heart wood is original content from your heart. Content Marketing Veneer is content that is not original but is consistent with your story. Broad Marketing Experience From Someone You Can Trust 18

19. Anatomy of Content Each element in your content should move your prospect to the next element. ent mitm Com Content Marketing Broad Marketing Experience From Someone You Can Trust 19

20. What are the content options? Content is developed for each stage. Awareness ? ? Interest Evalua@on Commitment Referral Purchase Content Marketing Broad Marketing Experience From Someone You Can Trust 20

21. Awareness and Interest Awareness Interest Paid adver@sing Evalua@on Viral Content Commitment Curated content Pop culture comparisons Referral Purchase SEO considera@ons Content Marketing Broad Marketing Experience From Someone You Can Trust 21

22. Face Book Ad 1.  Build off of your key messages. 2.  The photo on your Face Book post should draw attention. 3.  The headline of the post should qualify who should read. 4.  The excerpt should help further qualify interest and make the reader want to click on the link. 5.  The content will often lead to a call to action. Content Marketing Broad Marketing Experience From Someone You Can Trust 22

23. Viral Content Find content that you like and share with your audience You only need to have the most basic statement tying this content to your business theme Sample first line: “It all depends on your perspective.” Follow with appropriate key message elements. Content Marketing Broad Marketing Experience From Someone You Can Trust 23

24. Curated Content Do a search on a keyword term of interest to your customers. Identify three to five good articles on the topic. Summarize in your own words the key points of the articles and make sure to provide the link and credits to the original author. Content Marketing Broad Marketing Experience From Someone You Can Trust 24

25. Pop Culture Comparisons Compare/contrast your business/audience with popular movies, songs, TV shows, etc. “Your not alone; we can help.” Content Marketing Broad Marketing Experience From Someone You Can Trust 25

26. Evaluation Awareness Interest Evalua@on Commitment Referral Content Marketing Purchase Guides Exper@se Work Examples Broad Marketing Experience From Someone You Can Trust 26

27. Guides This is a very powerful and direct way to build trust with your prospects. If you don’t have a guide then your prospect will find the answer someplace else. Create at least one guide that you can give a prospect in exchange for their email. Content Marketing Broad Marketing Experience From Someone You Can Trust 27

28. Commitment Awareness Interest Evalua@on Commitment Referral Content Marketing Purchase Email subscrip@on Facebook like Google + follow Broad Marketing Experience From Someone You Can Trust 28

29. Commitment This is what happens when people like your content. Content Marketing Broad Marketing Experience From Someone You Can Trust 29

30. Commitment This is what happens when people like your content. Content Marketing Broad Marketing Experience From Someone You Can Trust 30

31. Purchase Ask for the sale. Awareness Interest Evalua@on Commitment Referral Purchase Content Marketing Discount Limited @me oﬀer Request for business Broad Marketing Experience From Someone You Can Trust 31

32. Direct Sales Request Treat a prospective customer like a friend. 19 out of 20 times you interact with your friend you are giving or sharing. One time out of 20 you ask them to help you move a sofa. It’s OK to ask someone for their business – it is expected. But treat them like a friend. Content Marketing Broad Marketing Experience From Someone You Can Trust 32

33. Referrals/Testimonials When you have a satisfied customer ask for a testimonial. Write a draft for them that includes a couple of examples from your key messages. Content Marketing Broad Marketing Experience From Someone You Can Trust 33

34. Planting Your creative calendar Content Marketing Broad Marketing Experience From Someone You Can Trust 34

35. Content Calendar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Content Marketing Broad Marketing Experience From Someone You Can Trust 35

36. Thank You!! ! Doug Barton! !! dbarton@zocmarke@ng.com hcp://www.linkedin.com/in/dougbartontx 214 682-‐6707 Content Marketing Broad Marketing Experience From Someone You Can Trust 36