1. Creating, using and targeting
content to engage with prospects
Or, how to play the
game and win

2. So, who am I, and why should you
believe a word I say?

3. “Content is everything”
“Content is information and experiences that may provide value for an end-user/audience in
specific contexts. Content may be delivered via any medium such as the internet, television, and
- Andrew Nicholson. 01.11.2011
audio CDs, as well as live events such as conferences and stage performances. The word is used
to identify and quantify various formats and genres of information as manageable value-
adding components of media. ”
- Wikipedia. 01.11.2011

5. But there is a lesson here...
“Your content is there to be mastered”

6. Well crafted Content will get people
to your site
But so what?

7. You need to get the RIGHT people
Quantity + Relevancy = Profit

8. Event Booker Venue/Event Clients
Would typically be a lady, 25–45, who enjoys Key/Senior decision makers in terms of catering
being sociable and going out for nice dinners contracts for venues and events
and shopping. Likely to be based in the city.
Typically male, 40-60, likes to know what is going on in
the industry and to interact with peers of a similar level in
business… VIP treatment.
Challenge 1
Agent
Booking agents, Key Accounts
Typically female, but quite a broad spectrum
of individuals. Likes to be in the know and
needs to trust their suppliers. Enjoys the finer
things in life and likely to be based in major
city

9. Financial report and case study, with lot’s of
references to ROI, break even points and ratios.
Emotive video piece about how the purchase will
drive new business and engender customer
loyalty
• Make money
• Engage audiences
• Improve efficiencies

10. The most honest description you’ll
ever hear about marketing
“
Find some common desire, some widespread unconscious fear or anxiety: think
out some way to relate this wish or fear to the product you have to sell: then build
a bridge of verbal or pictorial symbols over which your customer may pass from
fact to compensatory dream, and from the dream to the illusion that your product,
when purchased, will make the dream come true
”
Aldous Huxley – Brave New World revisited. 1958.

11. So what does this mean?
• Togetherness
“Kola bean flavoured soft • Youth culture
drink” is marketed as…
• Peer acceptance
• Popularity
• Standing out from
“Really quite fast two seater the crowd
German sports car” is
marketed as… • Success
• Sexually attractive
to women (Maybe?)

15. So
doesn’t ‘get’ marketing hyperbole

16. And your
don’t ‘get’ corporate speak

17. So create content that talks about…
“Banqueting” say “Dining”
“Integrated service
provider solution” say “Help desk”
“Mission-Critical, Back-End
Data Centre” say “server”

18. Time to ‘get real’

19. Our challenge
Create a website than introduces the passionate, creative people behind our
brand. Artisans who care about creating great food sustainably.
Do not use terms like “public caterers”, “contract caterer” or “stadium
caterers” etc.
Except...
The people searching for our services were all searching for
“public caterers”, “contract caterer” or “stadium caterers” etc.
Oh dear!

20. Casestudy

21. Our solution
• Tags
• Catagories
• Use of highly specific meta
titles
• Canonical page titles
• Tactical approach to
content. Who do we want to
acquire?
Let’s get them!

22. In summary...
Target your content to
• the right people
• in the right language
• using the right medium
And you won’t go far wrong. Thank you
about.me/WebConsultancy