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
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
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
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?
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
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