In this quick overview, ZoC emphasizes the importance of content in the overall marketing for a business.

1. Marketing 101
from Your Marketing Partner

2. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 2
All You Need to Know
Marketing 101
Apple
unveils
iPhone
5S,
5C
smartphones
Apple
will
launch
two
new
iPhones
on
September
20:
a
low-­‐cost
5C
star;ng
at
$99
and
a
higher-­‐end
5S
that
features
a
Touch
ID
fingerprint
sensor.
Photos
Podcasts
Videos
Google
Analy;cs
Face
Book
Analy;cs
Call
Tracking
Brand – The key messages, benefits, supporting facts and
associated graphic design that tells your company story. This
is written once and serves as the foundation of your
messaging going forward. It is your company essence.
Content – The specific stories that you tell about your
company. They always include some or all of the brand
elements.
Creative – Ways you can package your stories.
Channel – How you distribute your stories.
Results – How you measure your efforts.

3. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 3
Brand
Who you are.

4. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 4
Brand Elements
Start with the key message worksheet.
These are the messages you want to consistently
communicate to your potential customers including
supporting facts, and benefits.
Complement with graphic design.
Using the key message document as the inspirational
guide, create the brand look for your business including
logo, color palette, website design, font, etc.
Brand

5. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 5
Key Message Document
Key Messages
These are the 1 to 4 messages that you
want to consistently communicate.
Benefits
The benefits your products and services
give to your consumers.
Supporting Facts
The objective information that supports the
key messages and benefits.
Key
Message
Suppor;ng
Fact
Key
Message
Benefit
Benefit
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Elevator
Speech
Tagline
Emo;on
Brand

6. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 6
Elevator Speech
This is the 15 second speech that
includes all of your key messages.
Tagline
This is the emotional statement that is
most closely tied to your company name.
Emotion
The single emotion you want your
customers to feel about your company.
Key
Message
Suppor;ng
Fact
Key
Message
Benefit
Benefit
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Elevator
Speech
Tagline
Emo;on
Brand
Key Message Document

7. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 7
Design
Keep it simple.
A good rule of thumb is to consider how your logo would look stitched in
one color on a shirt.
Brand

8. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 8
Content
The messages you share.

9. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 9
Marketing is Storytelling
Content = The stories
about your company.
• company history
• work examples
• employee bios
• product descriptions
• testimonials
• anything of interest about
your company
All content built from the
brand story.
The content or ‘stories’ that
are told about your company
should all pull elements of the
key messages document and
other branding elements like
your logo.
Content

10. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 10
Why is Content Marketing Important
The search algorithms used by Google and other search
engines have become so sophisticated that it is extremely
difficult to trick them with some of the techniques that were
used previously.
Now, SEO rewards good content because that is what
humans want to find. Sites that depended on back links and
other SEO manipulation are being pushed to the end of the
search results. Sites that deliver good content are moving
up in search results.
Content

11. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 11
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.
Content Creation Example
Key
Message
Suppor;ng
Fact
Key
Message
Benefit
Benefit
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Suppor;ng
Fact
Elevator
Speech
Tagline
Emo;on
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.
Content
Key
Message
Elements

12. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 12
Content Marketing
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.
Content
Content marketing is nothing more than
consistently adding interesting content. Content
Marketing can be compared to growing an orchard.

13. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 13
Though it is difficult to do, one infectious story can
capture a lot of attention.
An example of this is the tremendous traffic the Dave Carroll
band received from their “United Breaks Guitars” music video.
One big tree can be as
effective as an orchard.
Content

14. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 14
Marketing Should Build Trust
You build trust by giving something.
Content marketing is providing
information of interest. Each message
builds trust with your customers which is
the most effective path to increasing
customer engagement and sales.
Content
trust
trust
trust
trust
trust
trust
trust
trust
$
Interact with customers like they are friends:
give a lot; request help seldom.
For every time you ask your friend to help you with
something there will be 10 to 20 times or more
when you do not ask for anything.

15. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 15
Curate Information
Consolidate useful information for your customers.
Another way to develop content is to find articles, posts,
videos, podcasts, etc. that would be of interest to your
customers and share it with them.
Write a short post on your site and add the link(s) so your
customers can go directly to the source.
You will be building trust off of someone else’s work. Plus
that someone will be happy you are sending them more
traffic.
Content

16. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 16
Exercise
To help you to start building your content orchard write down 4
‘stories’ you can tell about your company. Include why your
customers would care about this story idea.
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
4. ____________________________________________
Content

17. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 17
Creative
Packaging of your content.

18. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 18
Packaging Your Messages
Package your content for broader distribution.
It is common practice that a company will first communicate
their message via a website announcement/post. But this is
just the first step. With each message you create consider
how the message could be repackaged to reach a broader
audience.
Here are some common creative options.
Creative
• Video
• Audio
(podcasts)
• Brochure
• Presenta;on
• Photographs
• Trade
Shows
• Training
Guides
• Press
Releases
• Magazine
Ar;cle

19. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 19
Video Storyboard
Creative
A
happier
life
for
you
and
your
dog.
Open
with
tagline,
logo
and
dogs.
Owner
introduces
self
and
company
while
kneeling
with
dogs.
Con;nue
service
voice
over
showing
Owner
securing
dog
inside
the
van.
Voice
over
of
available
services.
Owner
taking
dog
into
truck.
A
happier
life
for
you
and
your
dog.
jollypup.com
Owner
concludes
voice
over
with
the
tagline.
Here is a very simple storyboard for a dog care company.
NOTE: Creating a simple, 30 second video with your smart phone is FAR better
than not having any video at all.

20. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 20
Exercises
Which creative options would you like to use?
Create a 1 minute video that highlights your business.
Use the Jolly Pup storyboard as a rough guide. If
possible, include a customer testimonial.
Creative
• Video
• Audio
(podcasts)
• Brochure
• Presenta;on
• Photographs
• Trade
Shows
• Training
Guides
• Press
Releases
• Magazine
Ar;cle

21. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 21
Channel
Distribution of your content.

22. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 22
Distribution of your Messages
This can be the easiest step.
Once you have the message packaged and ready to go the distribution
can be set up to run automatically through your website/blog.
Even if you do it manually it is as easy as adding a post to your Linked
In, Face Book, Twitter, etc. account and attaching the link to the content
you want to share.
You can supplement distribution with pay per click and other paid
advertising options through Google, Facebook, and LinkedIn.
There is much more to channel but in this 101 presentation I wanted to focus on
the most important thing: content. Follow my posts at zocmarketing.com to learn
more about how to leverage channels that are right for you.
Channel

23. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 23
Exercise
Create Accounts in the following:
Additional Accounts that could be helpful.
Channel
• Pinterest
• Email
(i.e.
Mailchimp)
• Slideshare
• Google
+
• Linked
In
• Face
Book
• Twi]er
• You
Tube

24. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 24
Results
Measuring your messages.

25. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 25
Tracking Your Results
Tracking your results helps you steer your business. It can help to reveal
strengths and weaknesses of your marketing programs which will allow you to
cut back the weakness and reinforce what is strong.
Google Analytics
Set up a Google Analytics account and add the tracking code to your website.
A Couple of Google Analytics Tips
A bounce rate* of 50% or lower is good. If your bounce rate is 70% or higher it
could be an indication that your website is not engaging your audience.
Use In-Page Analytics (found in the Content folder) to see which links on your
page are getting the most clicks.
There is much more to results but in this presentation we have focused on content. Follow my posts at
zocmarketing.com to learn more traffic analysis.
* The bounce rate is the percentage of visitors to your site who leave after viewing just one page.
Results

26. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 26
Summary
Content is the key.

27. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 27
Summary
Marketing 101
Apple
unveils
iPhone
5S,
5C
smartphones
Apple
will
launch
two
new
iPhones
on
September
20:
a
low-­‐cost
5C
star;ng
at
$99
and
a
higher-­‐end
5S
that
features
a
Touch
ID
fingerprint
sensor.
Photos
Podcasts
Videos
Google
Analy;cs
Face
Book
Analy;cs
Brand – Take a day or two and complete your key
messages document. Once it is completed you
should rarely make adjustments and only if your
business changes focus.
Content – Once per week develop a new story.
Creative – Do the creative you enjoy. Hire an
expert for the others.
Channel – Start with your favorite channels and
periodically add new ones.
Results – Review your results monthly and make
adjustments.

28. Brand / Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 28
Thank You!!
!
Doug Barton!
!
!
dbarton@zocmarke;ng.com
h]p://www.linkedin.com/in/dougbartontx
214
682-­‐6707