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What is Content Marketing - ZoC Marketing

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This presentation uses a simple metaphor to explain content marketing and how it works with creative (video, podcast, print, etc.) and channel (You Tube, Face Book, Google, trade shows, magazines, etc.).

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What is Content Marketing - ZoC Marketing

  1. 1. Content Marketing is! ! Growing an Orchard ! dbarton@zocmarke.ng.com  
  2. 2. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 2 Effective Content Marketing is like Growing an Orchard! You need lots of trees. New trees need to be planted. Though the trees are similar - each is unique. All trees grow from the same soil.
  3. 3. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 3 The Tree represents the Content Marketing Process! Fruit Leaves Branches Trunk Soil
  4. 4. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 4 The Soil is the Foundation Messages! The roots of every tree are planted in the foundation messages. »  The 1 to 4 key messages you want consistently communicated »  The elevator speech »  Supporting facts »  Customer benefit statements »  Emotional headline
  5. 5. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 5 A Tree is an Individual Message! Each tree is a specific message you are sharing with your clients. »  The message can be any relevant information: a description of a product or service, a self-help guide, a testimonial, an example of your work, etc. »  The specific message includes as many of the key messages as appropriate Testimonial Example of Work Company History Employee Bio
  6. 6. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 6 Creative Options are the Branches.! The message can be packaged in many ways. »  Video »  Podcast »  Magazine article »  Trade show brochure It is the same specific message just produced in different formats. founda'on  message  elements   bio  of  the  founder  
  7. 7. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 7 The leaves are distribution channels.! Your audience sees your messages through the channels. »  You Tube »  Trade shows »  Twitter »  Google, etc. Each channel has its own strengths and weaknesses You You You You You www www www www www bio  of  founder  
  8. 8. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 8 The sun Represents Customers. ! They are shining down on all businesses. The bigger your trees and the bigger your orchard the more sun you will absorb.
  9. 9. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 9 The fruit…is your fruit. ! The more sun you get the more fruit you grow.
  10. 10. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 10 Though it is difficult to do, one infectious story can capture a lot of sun. One big tree can be as effective as an orchard.!
  11. 11. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 11 Marketing builds Trust! The messages you develop are focused on gaining the trust of potential customers. Sales builds Revenue! The messages you build are focused on closing sales. You cannot close sales without lots of trust. For this reason send 10 to 20 marketing messages for every 1 sales message. Of course, a customer will always find you if they are ready to buy – even if it is a marketing message.
  12. 12. Content / Creative / Channel / Results Broad Marketing Experience From Someone You Can Trust 12 Thank You!! ! Doug Barton! ! dbarton@zocmarketing.com! 214 682-6707!

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