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7 conseils de Marketing de Contenu pour améliorer votre Marketing Digital

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WSI France
WSI France

Retrouvez 7 astuces pour améliorer et transformer vos efforts en Marketing Digital grâce à du Contenu : 1. Définir correctement votre Contenu en accord avec votre stratégie Digitale 2. Utiliser du Contenu pour développer une marque personnalisée et attractive. 3. Pas de contenu pas de visibilité 4. Comprendre quelles informations vos prospects recherchent 5. Croisez votre Marketing de contenu avec votre entonnoir de conversion 6. De la promotion des produits à l’éducation du consommateur 7. Comment des experts peuvent vous fournir du contenu de qualité et développe votre visibilité Plus d’infos : http://bit.ly/YmFLLn

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7 Content Marketing Tips To transform Your Digital Marketing Effort ©2013 WSI. All rights reserved.
• All lines are muted • Submit questions via dashboard • Q&A session at end ©2013 WSI. All rights reserved.
PROFESSIONAL BACKGROUND • 10 years of Experience in the Digital Industry • International Speaker & Trainer • Avid blogger • Masters degree in Information Technology • Certified by WSI AWA R D S • 10 WSI awards covering; • Excellence in Mentorship/Search marketing/Web @francoismuscat Analytics/Paid Search Marketing • Community Excellence for Exceptional Contribution /francoismuscat MEMBER OF Blog.wsioms.co.za • Professional Speakers Association
What This Webinar will Cover 1. Matching your content to your marketing plan 2. Using content to develop a personable, attractive brand 3. No content – No brand visibility 4. Understand what information your prospects search for 5. Matching your content to the sales funnel 6. Product Promotion to Consumer Education 7. Experts provide quality content & develop credibility ©2013 WSI. All rights reserved.
1. MATCHING YOUR CONTENT TO YOUR MARKETING PLAN ©2013 WSI. All rights reserved.
List your Marketing Goals Lead Brand Customer Generation Awareness communication Sell more product Grow online brand Thought leadership Get new Develop strong Retain loyalty customers online reputation Increase reach Educate on use of Connect with product/service market segments ©2013 WSI. All rights reserved.
Traditional vs. Digital Offline to Online Old school to New school • Direct mail • Email • Sales • Social Media • Advertising • SEO & PPC • TV • Video • Radio • Podcast • Brochure • Website ©2013 WSI. All rights reserved.
Type of Content • Blogs Video • Articles Podcasts • Wikis Slides • White Papers Info-graphics • E-Books Games • Webinars Website content • Case Studies Curated content • Photos User generated content ©2013 WSI. All rights reserved.
2. USING CONTENT TO DEVELOP A PERSONABLE, ATTRACTIVE BRAND ©2013 WSI. All rights reserved.
Develop your Personal Brand • People deal with people they know – Society is moving more towards full transparency as a sign of truth and trust. That goes for corporations and individuals as well ©2013 WSI. All rights reserved.
Thought Leadership • Saying you are an expert doesn’t mean people believe you are • You need to create content showing your expertise – Blogging – Video – Slide presentations – Tweeting ©2013 WSI. All rights reserved.
Thought Leadership • Then you need to engage with your audience and you do this using social media platforms like: – LinkedIn – Facebook – Google Plus – Twitter • Use these platforms to inform/engage with your audience ©2013 WSI. All rights reserved.
Creating the salesman of the future Builds a solid online reputation that clearly shows they are an industry expert Masterfully use social networking & communication tools to connect Adept at creating & delivering digital content that provides value to customers Can leverage socialCRM to study prospects & customers for buying signals & information ©2013 WSI. All rights reserved.
3. NO CONTENT – NO BRAND VISIBILITY ©2013 WSI. All rights reserved.
Develop brand with web properties ©2013 WSI. All rights reserved.
Develop brand with web properties ©2013 WSI. All rights reserved.
Regular blogging ©2013 WSI. All rights reserved.
Online Asset Builds an asset over time ©2013 WSI. All rights reserved.
4. UNDERSTAND WHAT INFORMATION YOUR PROSPECTS SEARCH FOR ©2013 WSI. All rights reserved.
Quality persuasive content Publish relevant and educational content that persuades your readers that you are an expert in your field. ©2013 WSI. All rights reserved.
Quality content ©2013 WSI. All rights reserved.
Identifying your content requirements • Create buyer personas • Develop buyer persona profiles • Keyword research ©2013 WSI. All rights reserved.
Name your personas ©2013 WSI. All rights reserved.
Develop Buyer Profiles What do they do online? What information do they look for? What problems are they trying to solve? What products do they buy from you? ©2013 WSI. All rights reserved.
Develop Buyer Profiles Which products do they research? Why do they use your products? What kind of search terms do they use? What social networks can you reach them on? ©2013 WSI. All rights reserved.
Persona profile ©2013 WSI. All rights reserved.
Persona profile Steven Business travel nationally You’re always available Early 40s Large IT Sales incentive trips Flexible in making last company minute changes Driven by quarterly targets Attend conferences Reliable with great service Research sales motivation How to increase Social media & LinkedIn Tech savvy sales using social sales motivation Laptop media to develop Tablet & maintain Sales incentive Smartphone relationships ideas ©2013 WSI. All rights reserved.
Personas improve your SEO strategy ©2013 WSI. All rights reserved.
Keyword Research WWW.UBERSUGGEST.ORG ©2013 WSI. All rights reserved.
Keyword Research ©2013 WSI. All rights reserved.
Keyword Research ©2013 WSI. All rights reserved.
Ask a question for each keyword phrase Does IS ©2013 WSI. All rights reserved.
Brand building with Long Tail ©2013 WSI. All rights reserved. Source: Optify
5. MATCHING YOUR CONTENT TO THE SALES FUNNEL ©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.
Match content to funnel ©2013 WSI. All rights reserved.
6. FROM PRODUCT PROMOTION TO CONSUMER EDUCATION ©2013 WSI. All rights reserved.
Times are Changing Marketers Consumers are controlling the informed & in message, medium control & brand To ©2013 WSI. All rights reserved.
7. EXPERTS PROVIDE QUALITY CONTENT THAT DEVELOPS CREDIBILITY ©2013 WSI. All rights reserved.
Share your expertise ©2013 WSI. All rights reserved.
Small Business Owners Leverage LinkedIn & Facebook ©2013 WSI. All rights reserved.
Credible content builds trust ©2013 WSI. All rights reserved.
• Provide advanced digital marketing solutions • Businesses of all sizes and industries • World’s largest network of Internet Consultants • Service more than 80 countries internationally • Industry winning solutions • Corporate head office in Toronto, Canada ©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.

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7 conseils de Marketing de Contenu pour améliorer votre Marketing Digital

  • 1. 7 Content Marketing Tips To transform Your Digital Marketing Effort ©2013 WSI. All rights reserved.
  • 2. • All lines are muted • Submit questions via dashboard • Q&A session at end ©2013 WSI. All rights reserved.
  • 3. PROFESSIONAL BACKGROUND • 10 years of Experience in the Digital Industry • International Speaker & Trainer • Avid blogger • Masters degree in Information Technology • Certified by WSI AWA R D S • 10 WSI awards covering; • Excellence in Mentorship/Search marketing/Web @francoismuscat Analytics/Paid Search Marketing • Community Excellence for Exceptional Contribution /francoismuscat MEMBER OF Blog.wsioms.co.za • Professional Speakers Association
  • 4. What This Webinar will Cover 1. Matching your content to your marketing plan 2. Using content to develop a personable, attractive brand 3. No content – No brand visibility 4. Understand what information your prospects search for 5. Matching your content to the sales funnel 6. Product Promotion to Consumer Education 7. Experts provide quality content & develop credibility ©2013 WSI. All rights reserved.
  • 5. 1. MATCHING YOUR CONTENT TO YOUR MARKETING PLAN ©2013 WSI. All rights reserved.
  • 6. List your Marketing Goals Lead Brand Customer Generation Awareness communication Sell more product Grow online brand Thought leadership Get new Develop strong Retain loyalty customers online reputation Increase reach Educate on use of Connect with product/service market segments ©2013 WSI. All rights reserved.
  • 7. Traditional vs. Digital Offline to Online Old school to New school • Direct mail • Email • Sales • Social Media • Advertising • SEO & PPC • TV • Video • Radio • Podcast • Brochure • Website ©2013 WSI. All rights reserved.
  • 8. Type of Content • Blogs Video • Articles Podcasts • Wikis Slides • White Papers Info-graphics • E-Books Games • Webinars Website content • Case Studies Curated content • Photos User generated content ©2013 WSI. All rights reserved.
  • 9. 2. USING CONTENT TO DEVELOP A PERSONABLE, ATTRACTIVE BRAND ©2013 WSI. All rights reserved.
  • 10. Develop your Personal Brand • People deal with people they know – Society is moving more towards full transparency as a sign of truth and trust. That goes for corporations and individuals as well ©2013 WSI. All rights reserved.
  • 11. Thought Leadership • Saying you are an expert doesn’t mean people believe you are • You need to create content showing your expertise – Blogging – Video – Slide presentations – Tweeting ©2013 WSI. All rights reserved.
  • 12. Thought Leadership • Then you need to engage with your audience and you do this using social media platforms like: – LinkedIn – Facebook – Google Plus – Twitter • Use these platforms to inform/engage with your audience ©2013 WSI. All rights reserved.
  • 13. Creating the salesman of the future Builds a solid online reputation that clearly shows they are an industry expert Masterfully use social networking & communication tools to connect Adept at creating & delivering digital content that provides value to customers Can leverage socialCRM to study prospects & customers for buying signals & information ©2013 WSI. All rights reserved.
  • 14. 3. NO CONTENT – NO BRAND VISIBILITY ©2013 WSI. All rights reserved.
  • 15. Develop brand with web properties ©2013 WSI. All rights reserved.
  • 16. Develop brand with web properties ©2013 WSI. All rights reserved.
  • 17. Regular blogging ©2013 WSI. All rights reserved.
  • 18. Online Asset Builds an asset over time ©2013 WSI. All rights reserved.
  • 19. 4. UNDERSTAND WHAT INFORMATION YOUR PROSPECTS SEARCH FOR ©2013 WSI. All rights reserved.
  • 20. Quality persuasive content Publish relevant and educational content that persuades your readers that you are an expert in your field. ©2013 WSI. All rights reserved.
  • 21. Quality content ©2013 WSI. All rights reserved.
  • 22. Identifying your content requirements • Create buyer personas • Develop buyer persona profiles • Keyword research ©2013 WSI. All rights reserved.
  • 23. Name your personas ©2013 WSI. All rights reserved.
  • 24. Develop Buyer Profiles What do they do online? What information do they look for? What problems are they trying to solve? What products do they buy from you? ©2013 WSI. All rights reserved.
  • 25. Develop Buyer Profiles Which products do they research? Why do they use your products? What kind of search terms do they use? What social networks can you reach them on? ©2013 WSI. All rights reserved.
  • 26. Persona profile ©2013 WSI. All rights reserved.
  • 27. Persona profile Steven Business travel nationally You’re always available Early 40s Large IT Sales incentive trips Flexible in making last company minute changes Driven by quarterly targets Attend conferences Reliable with great service Research sales motivation How to increase Social media & LinkedIn Tech savvy sales using social sales motivation Laptop media to develop Tablet & maintain Sales incentive Smartphone relationships ideas ©2013 WSI. All rights reserved.
  • 28. Personas improve your SEO strategy ©2013 WSI. All rights reserved.
  • 29. Keyword Research WWW.UBERSUGGEST.ORG ©2013 WSI. All rights reserved.
  • 30. Keyword Research ©2013 WSI. All rights reserved.
  • 31. Keyword Research ©2013 WSI. All rights reserved.
  • 32. Ask a question for each keyword phrase Does IS ©2013 WSI. All rights reserved.
  • 33. Brand building with Long Tail ©2013 WSI. All rights reserved. Source: Optify
  • 34. 5. MATCHING YOUR CONTENT TO THE SALES FUNNEL ©2013 WSI. All rights reserved.
  • 35. ©2013 WSI. All rights reserved.
  • 36. Match content to funnel ©2013 WSI. All rights reserved.
  • 37. 6. FROM PRODUCT PROMOTION TO CONSUMER EDUCATION ©2013 WSI. All rights reserved.
  • 38. Times are Changing Marketers Consumers are controlling the informed & in message, medium control & brand To ©2013 WSI. All rights reserved.
  • 39. 7. EXPERTS PROVIDE QUALITY CONTENT THAT DEVELOPS CREDIBILITY ©2013 WSI. All rights reserved.
  • 40. Share your expertise ©2013 WSI. All rights reserved.
  • 41. Small Business Owners Leverage LinkedIn & Facebook ©2013 WSI. All rights reserved.
  • 42. Credible content builds trust ©2013 WSI. All rights reserved.
  • 43. • Provide advanced digital marketing solutions • Businesses of all sizes and industries • World’s largest network of Internet Consultants • Service more than 80 countries internationally • Industry winning solutions • Corporate head office in Toronto, Canada ©2013 WSI. All rights reserved.
  • 44.
  • 45. ©2013 WSI. All rights reserved.