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Welcome
Current Wedding Planners
           &
Future Content Marketers!
Now Everybody Knows Your Secrets!
Fundamental Changes in Buyer
Behavior are Driving an Online Content
Marketing Revolution



How you can put
content marketing to
work online!
What We’ll Share This Evening




1. New buyer behavior changes everything
2. Why content marketing is vital in 2009
3. How to begin your content marketing strategy
So what are YOU hoping to get
        out of today?
1959
Wedding
1999
Wedding
Wedding
Planning in
   1959
Wedding
Planning
  1999
Marketing from
1959 to 1999:
Almost Nothing
Changed
Interruption Marketing:
 One Way Shouting to Buyers



  Way                 Buyers
Too Many            Suffer from
  Seller                Info
Messages             Overload
The Real Reason
We’re Not
Buying Cars
Timeless Marketing
           Commandments

• Your job:
  – B to B: Make your customers successful
  – B to C: Make your customers’ lives better
• 1st understand, then be understood
• Listen, really listen to your customers
• Engage your customers in dialogue
How Your Buyers Used to Find
       Solutions to Their Needs:
Business 2 Business         Business 2 Consumer
• Talk to company sales     • TV, Radio, Print, Outdoor
  reps                        Advertising
• Read trade publication    • Yellow Pages
  ads and articles          • See your business sign
• Read product literature   • Read an article about you
• Go to trade shows         • Talk to trusted friends
• Talk to colleagues
Marketing from
  1999 to 2009:
Almost Everything
    Changed
The Fate of
Marketers Who
Fail To Make
Fundamental
Changes
Buying Transformation
• Make up their own
  minds
• Thorough research
  before contact
• Don’t want to be
  interrupted
• Don’t want to be
  sold
2009
Wedding
Wedding
Planning
 in 2009
Wedding
Planning 2009
21st Century Marketing:
Traditional Media Can’t Do the Job
“Your Brand is
What Google Says It Is,”
-Author, David Meerman Scott
Future Belongs to Content
Marketing: Buyers Find You
Content Marketing =
       Thinking Like a Publisher
• Who are your
  customers?
• What are their most
  pressing concerns,
  interests, problems?
• Provide relevant &
  compelling content to
  address those
  problems
• Become trusted source
  of information and
  potential solutions
• Make it easy for them
  to take action
Content Marketing: The Least
        Expensive
      Marketing Tool!
Your Next Steps:
Answer These Questions
• Who are your ideal customers?
• What are their most pressing problems?
• What online information can you provide
  to solve those problems?
• What changes are essential to rebuild
  your online presence to make it customer-
  centric and content rich?
• How can you build a community?
The Old: ‘Tween Waters Inn
The Old: Wedding Page
The New: ‘Tween Waters Inn
The New: Wedding Page
"If you want something decent about you in
Google you MUST blog. This is NOT optional
anymore."
      - Robert Scoble (@Scobleizer)
The Power of a Blog:
• Web-based
• Available 24/7
• Provide information about you and
  your company
• Share your knowledge and expertise
• Offer help to prospects & customers
• Enable 2-way communication
• Create sense of community
What is a Blog?
• A website that is organized like a
  newspaper w/ most recent articles first
• An easy to manage, free website
• A web presence that grows in importance
  over time
• A potentially influential shaper of opinion
  and behavior
• A revenue driver
Keys to Successful Blog

• Target info needs of well-understood set of
  ideal buyers
• Frequent, timely updates
• Delivers relevant & compelling content
• Well-structured and categorized
• Open to everyone on the web
• Easily findable via Google, etc.
• Comment on other blogs
Focus on What’s Most Important to
       Your Target Brides
MixMingleGlow from Destin Florida


Brides seeking
wedding planning
assistance generally
fall into two categories:
•Full Service (”I’m
overwhelmed, I don’t
know where to start, I
need all the help I can
get!”)
•Day Of (”I’m a hands-
on kind of gal, I’ve got
lots of help, I just need
a little assistance along
the way“).




     Are You Sure You Don’t Need a Planner?
Robyn Bomar Panhandle Planner
• Blogging for 15
  months
• Does no
  traditional
  marketing
• Blog drives
  90% + of
  revenues
• Shares
  experiences
• Shares best
  ideas
Plenty to Write About
              # inspiration & ideas (90)
              # YOU can do it! (84)
              # events (83)
              # parties (74)
              # life as an event planner (69)
              # decor (58)
              # weddings (51)
              # food (48)
              # favors (34)
              # halloween (26)
              # GIVEAWAYS (24)
              # Real Parties (24)
              # gifts (23)
              # extra extra read all about it! (20)
              # destin FL (17)
              # personalization (17)
Insights from Robyn
• Blog first. Website coming later.
• Had no idea what she was doing online.
• Helps her cook up new ideas--research
• “Brides get married in packs.” Lots of
  referrals amplified by blog
• “Are you going to feature me on your
  blog?" Clients want exposure, too!
What We’ve Learned:
1. Changed Buyers have Changed
   Marketing Forever
2. Content Marketing is Vital to Your Future
3. Your Blog is Your Most Powerful
   Marketing Weapon
4. Yes, You Can--and You Must Start a
   Blog
Thank you!

www.ContentMarketingToday.com


www.GetContentGetCustomers.com




       Nothing More Fun for Your Summer Reading Pleasure!

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Wedding Planner Content Marketing

  • 1. Welcome Current Wedding Planners & Future Content Marketers!
  • 2. Now Everybody Knows Your Secrets!
  • 3. Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution How you can put content marketing to work online!
  • 4. What We’ll Share This Evening 1. New buyer behavior changes everything 2. Why content marketing is vital in 2009 3. How to begin your content marketing strategy
  • 5. So what are YOU hoping to get out of today?
  • 10. Marketing from 1959 to 1999: Almost Nothing Changed
  • 11. Interruption Marketing: One Way Shouting to Buyers Way Buyers Too Many Suffer from Seller Info Messages Overload
  • 12. The Real Reason We’re Not Buying Cars
  • 13. Timeless Marketing Commandments • Your job: – B to B: Make your customers successful – B to C: Make your customers’ lives better • 1st understand, then be understood • Listen, really listen to your customers • Engage your customers in dialogue
  • 14. How Your Buyers Used to Find Solutions to Their Needs: Business 2 Business Business 2 Consumer • Talk to company sales • TV, Radio, Print, Outdoor reps Advertising • Read trade publication • Yellow Pages ads and articles • See your business sign • Read product literature • Read an article about you • Go to trade shows • Talk to trusted friends • Talk to colleagues
  • 15. Marketing from 1999 to 2009: Almost Everything Changed
  • 16. The Fate of Marketers Who Fail To Make Fundamental Changes
  • 17. Buying Transformation • Make up their own minds • Thorough research before contact • Don’t want to be interrupted • Don’t want to be sold
  • 21. 21st Century Marketing: Traditional Media Can’t Do the Job
  • 22. “Your Brand is What Google Says It Is,” -Author, David Meerman Scott
  • 23. Future Belongs to Content Marketing: Buyers Find You
  • 24. Content Marketing = Thinking Like a Publisher • Who are your customers? • What are their most pressing concerns, interests, problems? • Provide relevant & compelling content to address those problems • Become trusted source of information and potential solutions • Make it easy for them to take action
  • 25. Content Marketing: The Least Expensive Marketing Tool!
  • 26. Your Next Steps: Answer These Questions • Who are your ideal customers? • What are their most pressing problems? • What online information can you provide to solve those problems? • What changes are essential to rebuild your online presence to make it customer- centric and content rich? • How can you build a community?
  • 27. The Old: ‘Tween Waters Inn
  • 29. The New: ‘Tween Waters Inn
  • 31. "If you want something decent about you in Google you MUST blog. This is NOT optional anymore." - Robert Scoble (@Scobleizer)
  • 32. The Power of a Blog: • Web-based • Available 24/7 • Provide information about you and your company • Share your knowledge and expertise • Offer help to prospects & customers • Enable 2-way communication • Create sense of community
  • 33. What is a Blog? • A website that is organized like a newspaper w/ most recent articles first • An easy to manage, free website • A web presence that grows in importance over time • A potentially influential shaper of opinion and behavior • A revenue driver
  • 34. Keys to Successful Blog • Target info needs of well-understood set of ideal buyers • Frequent, timely updates • Delivers relevant & compelling content • Well-structured and categorized • Open to everyone on the web • Easily findable via Google, etc. • Comment on other blogs
  • 35. Focus on What’s Most Important to Your Target Brides
  • 36. MixMingleGlow from Destin Florida Brides seeking wedding planning assistance generally fall into two categories: •Full Service (”I’m overwhelmed, I don’t know where to start, I need all the help I can get!”) •Day Of (”I’m a hands- on kind of gal, I’ve got lots of help, I just need a little assistance along the way“). Are You Sure You Don’t Need a Planner?
  • 37. Robyn Bomar Panhandle Planner • Blogging for 15 months • Does no traditional marketing • Blog drives 90% + of revenues • Shares experiences • Shares best ideas
  • 38. Plenty to Write About # inspiration & ideas (90) # YOU can do it! (84) # events (83) # parties (74) # life as an event planner (69) # decor (58) # weddings (51) # food (48) # favors (34) # halloween (26) # GIVEAWAYS (24) # Real Parties (24) # gifts (23) # extra extra read all about it! (20) # destin FL (17) # personalization (17)
  • 39. Insights from Robyn • Blog first. Website coming later. • Had no idea what she was doing online. • Helps her cook up new ideas--research • “Brides get married in packs.” Lots of referrals amplified by blog • “Are you going to feature me on your blog?" Clients want exposure, too!
  • 40. What We’ve Learned: 1. Changed Buyers have Changed Marketing Forever 2. Content Marketing is Vital to Your Future 3. Your Blog is Your Most Powerful Marketing Weapon 4. Yes, You Can--and You Must Start a Blog
  • 41. Thank you! www.ContentMarketingToday.com www.GetContentGetCustomers.com Nothing More Fun for Your Summer Reading Pleasure!