1. Gazalla Gaya
10/16/12

2.  An umbrella term for all
content that you create
for your audience.
Examples include:
 Blogs
 Landing Pages
 Newsletters
 Whitepapers
 EBooks
 Podcasts
 Videos
 Webcasts/Webinars
 Social Media

4.  Attract and retain customers
and turn them into brand
ambassadors
 Build your site into a
trusted authority in your
industry
 Keep your visitors coming
back and staying longer
 Increase conversion rates
 Lead generation

6. 1. Believability
2. Listen first
“ The new marketing isn’t about
self-promotion; it’s about
giving customers what they
need to become educated
consumers. This is the age of
information marketing.
Education
marketing. Content marketing.””
Joe Pulizzi
3. Build trust

7.  Constantly talking about
yourself not about the
customers needs and
wants
 Making it difficult to
understand what you do
or offer
 Poor
quality, design/content.
Neglected/website/blog
etc.
 Inconsistency in
providing content.
 Doing nothing – not
engaging=no growth

8.  Know who your client is
(persona) - Create a client
persona
 WIIFM ( Speak to their needs)
 Content Audit – Take a good
look at the content and
messages you are sending out
 Provide valuable info.
 Good content shares or
solves; it doesn’t hawk your
wares or push sales-driven
messages. It provides value by
positioning you as a reliable
and valuable resource.

9.  Answer your customers’
questions
 Create a sense of community
 Allow your content to have
wings
 Set up a listening dashboard
(Google Reader, Google Alerts,
twitter.com, relevant blogs)
 Measurement and metrics so
you know what’s working

10.  Provide many different types
of content
 Be willing to try new things –
and pull the plug on anything
that’s not working.
 Get on a schedule and stick
with it.

11.  Take care of your customers
– giveaways, featuring them
in case studies
 If you make a mistake
apologize and move on – You
don’t own your brand – your
customers do

12.  Think of each post in your
blog as part of a larger
story
 Don’t think so much about
what YOU want to say but
more about what your
audience WANTS TO
HEAR.
 Create a community
 Encourage dialogue and
social shares
 Try to create shareable
content, content that
multiplies
 Spend time on other blogs
in your niche

13.  Never spam
 Always get
permission (double
opt-in)
 Segment your lists
and send only app
material based on
readers interest
and previous
buying behaviors

14.  Usually used only if you are a
B2B business
 Usually a very long report
that’s downloadable
 Always try to solve a pain in
the market, give a solution to
a problem your niche is facing
 They require a lot of time and
effort, so you can always have
a lead capture for whitepapers
 Always provide a printab,le
format, easily downloable in
the form of a PDF
 Esp good to convince
lprospects to become
customers

15.  Usually used as an
introductory guide to a
subject
 Best if prepared in an easily
scannable format such as
bullet points and numbered
lists
 Make liberal use of call-out
boxes on your site
 Ideal for lead capture

16. Joe Pulizzi - @juntajoe
Ann Handley - @MarketingProfs
Kristina Halvorson - @halvorson
Marcus Sheridan - @thesaleslion
Jon Morrow - @jonmorrow
Brian Clark - @copyblogger
Jay Baer - @jaybaer

17. @Gazalla
http://webcontentblog.com

18. SLIDE SOURCES
2 VIDEO: www.videoinforgraphs.com
3-4 IMAGE: Flickr image by eschipul
3-4 QUOTE: Joe Pulizzi
http://webcontentblog.com