Presentation from Feldman Creative's Barry Feldman on Feb 11, 2013 at the SVForum Marketing & Social Media SIG. Learn the essential strategies to transform your website into a customer attraction force field. In this presentation, you'll gain insights on how companies turn on the power of content marketing to generate traffic, leads and sales. Learn the best practices content marketers use to accomplish what advertising cannot: get customers to know, like and trust you. You'll leave with a 7-step formula for establishing authority in your field and a long list of ideas to fuel your content marketing initiatives. About the Speaker: Barry Feldman, Owner, Feldman Creative Barry Feldman creates compelling content by telling stories. He's a copywriter, creative director, content marketing consultant, and an alright guy (according to himself). He specializes in persuasion and engagement and has authored the eBook 21 Pointers to Sharpen Your Website to help improve your online marketing. Visit his site at FeldmanCreative.com and his blog The Point to learn more. You can engage with him directly on Linkedin, Twitter and Facebook.

1. Magnetic
Content
Strategies to
transform your
website into a
customer attraction
force field.

2. whoareyou?
whyarewehere?
what’stheproblem?

3. Content marketing is...
The process of creating and
delivering valuable content to
your target customers.

4. r g
in s
ss
ACe n
w tio
TIVE
LY
ne
O
au
PR
q

6. What’s the point?
The point is to get
traffic, leads & sales.
The plan is to achieve
what advertising
usually does not...
Get people to
KNOW, LIKE &
trust you.

7. Trust.
You have to earn it.
What if you were to...
• Be found when people are searching?
• Give people the information they need
to make smart decisions?
• Position your company as a generous
advisor and friend?
• Teach (instead of pitch)?

8. Be the media.

9. Become the
AUTHORITY.

10. STOP with
interrupting people
stuff they don’t want.

11. ☒ Advertising
☒ Jargon
☒ Being dull
☒ Stealing content
☒ Sounding like a
corporate stuffed shirt

12. START
being the expert
prospects rely on.

13. ☑ Help, advice, answers
☑ Relevant stories
☑ Personalized,
customized content
☑ Fun, provocative
☑ Easy to find
☑ Easy to share

14. create a customer
attraction force field.

15. First
Determine what action
you want customers to take.
You might call this:
“define objectives.”

16. Second
Determine what potential
buyers need to know.
Shush up and listen.

17. Third
Create a content plan.
Thou shall create stuff people want,
deliver it where they consume media,
based on where they are in the
process of buying.
*Even if they don’t have their wallet with ‘em.

18. Fourth
Put a content creation team together.
Put your money where your media is.
Scrimping ain’t smart.

19. Fifth
Get your digital
ducks in a row.
Digital outlets. Digital platforms.
This is the information age. You got that memo, right?

20. Sixth
Promote what you publish.
Social media school starts tomorrow.
Enroll today.

21. Seventh
Measure.
If you really want to
make this work,
you need to know
what is and isn’t working.
You can handle the truth.

22. It’s time to get
agnetic...

23. Target.
Know
your
customer
Establish
personas
Be
relevant
Don’t publish this.

24. ontent
forattractingcustomers.
how to’s • tips • shortcuts • secrets • tutorials • recipes • stories
case studies • comparisons • demonstrations • pros n’ cons
dangers • myths • pitfalls • mistakes • lies • interviews
roundups • Q&As • product applications • real world examples
exceptions • screenshots • highlights • research • test results
best-of’s • ironies • rules • bloopers • milestones • events • re-
caps • records • reviews • reasons • jokes • parodies • quotes
interviews • opinions • opposing • views • glossaries
best practices • profiles • news • glossaries • trends • lists

25. Connect
the dots.
Use a mix of
media for more
touchpoints
Stay on topic
Integrate
Link everything
to your site/blog

26. create a customer
attraction force field.
never publish this.
[unless flies are your target market]

27. create a customer
.com
attraction force field.
c is for compelling
o is for original
m is for memorable

28. ON
NOW YOU KNOW HOW TO
TURN
the power of
content marketing.

29. Point your browser to FeldmanCreative.com
for all your online marketing needs. Owner Barry Feldman
has been a copywriter and creative director since 1988.
A seasoned storyteller, Barry will help you create ultra-
magnetic content and offer pointers to sharpen your site,
attract and engage prospects, nurture relationships,
generate sales, and build loyal brand advocates.
I created this stuff for you.
Free pointers at Feldman Creative
Barry’s blog: “The Point”
Educational SlideShare resources
Features at Social Media Today
Posts & podcasts at
Content Marketing Institute