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As vital cog to online marketing success, content marketing has seen a boom in recent years. Several trend studies have shown that up to 60% of marketers plan to increase their content marketing budget this year. But, as businesses increase their content budgets, we are beginning to see a lot of noise. It’s becoming more difficult to break through the static and reach potential customers.
Breaking through the noise is hard work. In this webinar, VP of Global Marketing at Textbroker, Jennifer Beaupre, will guide attendees through the steps they need to take to build a content marketing strategy that resonates with potential customers. The webinar will cover how to build customer personas, identify what content to develop, and how to expand the reach of your content.
What you will learn
This intermediate-to-advanced webinar will teach attendees:
The latest trends in content marketing
How to break through the noise and let your message be heard
Why your content should match buyer personas
What content resonates with potential customers
How to expand the reach of your content beyond your own network
Who should attend
Marketing directors, marketing VP's, copywriters, e-commerce websites, content managers, website owners, business owners, Textbroker authors, Textbroker clients, and anybody eager to learn more about content marketing.
1. Breaking through the noise to reach your audience
http://www2.textbroker.com/home
CONTENT MARKETING STRATEGY
July 14, 2014 | 10am PDT
textbroker.com
PAGE 1 Jennifer Beaupre / Content Marketing Strategy
2. VP of Global Marketing
Jennifer Beaupre
jenbeaupre@textbroker.com
PAGE 2 Jennifer Beaupre / Content Marketing Strategy
3. PAGE 3
AGENDA
The latest trends in content marketing
How to break through the noise and let your message be
heard
Why your content should match buyer personas
What content resonates with potential customers
How to expand the reach of your content beyond your own
network
Jennifer Beaupre / Content Marketing Strategy
6. PAGE 6
CONTENT MARKETING TRENDS
What’s happening in 2014?
92% of marketers are using content marketing
58% of B2B & 60% of B2C marketers plan to boost budget
Content-specific jobs are being created
Internet sales are moving heavily towards mobile
Smart SEO strategies mean no more gaming the system
The competition for content quality has intensified
Jennifer Beaupre / Content Marketing Strategy
7. PAGE 7
CONTENT MARKETING TRENDS
What does this mean for brands?
Think like a journalist and stay on top of trends
Responsive mobile website is a must have
Content must stand out. Links will be earned
Highly targeted content is expected from web users
Brands must be storytellers and answer “why”?
Jennifer Beaupre / Content Marketing Strategy
9. PAGE 9
WHY PERSONALIZED CONTENT?
Jennifer Beaupre / Content Marketing Strategy
Because the web is personalized to you
Ads personalized to your history
Social media personalized to your likes and interest
Content personalized to your needs
10. PAGE 10
CONTENT FUNNEL
Jennifer Beaupre / Content Marketing Strategy
Education – Brand
Awareness
Qualification – Case Studies
Purchase –
Product Info
80%
15%
5%
12. PAGE 12
Research & Testing
BACK TO BASICS
Research keyword trends for your industry
Which blog posts have the most views and shares?
Popular topics at industry conferences
Social signals: what types of content are shared in your
network?
Analytics: what content types are yielding the most
clicks, impressions, views, and conversions?
Jennifer Beaupre / Content Marketing Strategy
13. PAGE 13
Becoming the go-to resource
NEW & SUBSTANTIAL
Stand out from the crowd by being the go-to resource
Build trust by staying up to date with industry news
Deep dives: put time and effort into your content
Be a storyteller
Test to see which content your audience likes best
Realize that you are the expert of your business
Jennifer Beaupre / Content Marketing Strategy
14. PAGE 14
How does everything fit together?
THE CONTENT PUZZLE
Create content on the same
subject in various forms
Link pieces of content
together
Repurpose content
Consistent content across
all platforms
Jennifer Beaupre / Content Marketing Strategy
16. PAGE 16
CONTENT SEEDING
Spread your content across
multiple networks
Influencer targeting
Groups & forums
Journalists
Recommendation + shares =
viral content
Jennifer Beaupre / Content Marketing Strategy
17. PAGE 17
EMAIL MARKETING
Content is great fodder for newsletters
Buyer persona-based content fits into lead nurturing
Collateral for sales people – conversation starter
Jennifer Beaupre / Content Marketing Strategy
19. PAGE 19
HIGH QUALITY CONTENT
What Textbroker can do for you...
Unique content relating to your
targeted keywords
Headlines, structure, and links
boost SEO
Enduring content to build your
keyword backing
Part of overall content
marketing strategy
Jennifer Beaupre / Content Marketing Strategy
20. PAGE 20
TEXTBROKER CLIENTS
Request text-based content geared toward keywords
Give authors suggestions and topics for articles
Follow proven keyword formula
Fresh, well written content
Database of thousands of authors
Above all, improve search engine rank for your keywords!
Jennifer Beaupre / Content Marketing Strategy
21. PAGE 21
TEXTBROKER AUTHORS
Writers are paid and graded by writing quality & client
feedback
Writing resources available for improvement
Easy to follow client proposals
Focus on topics you want to write about
Write when you want, as much as you want
Help clients improve their keyword rankings!
Jennifer Beaupre / Content Marketing Strategy
22. PAGE 22
NEXT STEPS
Apply buyer personas to your content strategy
Measure what’s working and what’s not
Find out what your customers want to know
Break through the noise
Think like a journalist. Get the results of a marketer
Jennifer Beaupre / Content Marketing Strategy