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Content Marketing Bones

The key things to know about content marketing. The presentation was given at Common Desk in Dallas on November 2nd, 2013. The attendees were business owners and other attene

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Content Marketing Bones

  1. 1. Content Marketing from Your Marketing Partner
  2. 2. What we will cover •  What •  Why •  The goal •  How Content Marketing Broad Marketing Experience From Someone You Can Trust 2
  3. 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. 4. What is Content Marketing? Telling stories about your business. Content Marketing Broad Marketing Experience From Someone You Can Trust 4
  5. 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. 6. Start with Content, then Package, then Distribute Content Marketing Broad Marketing Experience From Someone You Can Trust 6
  7. 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. 8. And! Humans like it... and share it. Content Marketing Broad Marketing Experience From Someone You Can Trust 8
  9. 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. 10. The Foundation The recurring themes Content Marketing Broad Marketing Experience From Someone You Can Trust 10
  11. 11. The Foundation Develop your key messages Define your audience Content Marketing Broad Marketing Experience From Someone You Can Trust 11
  12. 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. 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. 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. 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. 16. Apple’s Genius Ads Content Marketing Broad Marketing Experience From Someone You Can Trust 16
  17. 17. The Trees Create content Content Marketing Broad Marketing Experience From Someone You Can Trust 17
  18. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 29. Commitment This is what happens when people like your content. Content Marketing Broad Marketing Experience From Someone You Can Trust 29
  30. 30. Commitment This is what happens when people like your content. Content Marketing Broad Marketing Experience From Someone You Can Trust 30
  31. 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. 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. 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. 34. Planting Your creative calendar Content Marketing Broad Marketing Experience From Someone You Can Trust 34
  35. 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. 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

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