In Week 4 of Illuminous Marketing's 30 Day Online Marketing Plan, we cover how to use content assets to fuel new leads and sales through Inbound Marketing tactics. We cover different types of content that your business can create and how to produce that content in a scalable manner.

1. Week 4 – Creating Great Content & Using it as a Unifier
#30DayPlan

2. Series Overview
Week 1 - How to Make Google Like
Your Website
Week 2 – Beyond the Website –
Your Local Profiles
Week 3 – Using Social Media to
Your Advantage
Week 4 – Creating Great Content
& Using it as a Unifier
@IlluminousGwen

3. Week 4 – Creating Great Content &
Using it as a Unifier
Why is Content Important?
Planning Your Content Calendar
Creating & Distributing Your Content
Check in on Your Progress
@IlluminousGwen

4. Why Content is Important
@IlluminousGwen
Relevance + Authority = Visibility
Great content attracts links = Authority
Content Fuels Inbound Marketing = Conversions
Conversions can be a sale, a newsletter sign-up, a
form fill, a reservation, etc.

5. @IlluminousGwen

6. Inbound Marketing Funnel
@IlluminousGwen
Source: http://moz.com/blog/the-anatomy-of-tomorrows-inbound-marketing-strategy-today
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel

7. Creating Valuable Content
@IlluminousGwen

8. Basics of Good Content
Features
Timely & Frequent
Answers a Question
Promotional – Add a
Coupon!
Succinct!
Visually Appealing
Shows Company
Culture
Types
Ebooks
Infographics
Case Studies
Videos
White Papers
Webinars
Google Hangouts
Data Sheets/
Online Brochures
@IlluminousGwen

9. Day 22 – Brainstorm Helpful Content
What questions do your customers frequently ask?
@IlluminousGwen
How much shelving do I need for my warehouse?
What is the real estate market like currently in my
neighborhood?
How much insurance do I need for my construction
business?
What objections do people have before buying your
product/service?
Cost
Lack of Understanding
Don’t know what the outcome will be

10. Persona Name: Mike Manager 35%
Background
Job? Career Path?
Family?
• Warehouse Manager/ Operations Manager
• Married, 1-2 kids
• Been with the company for several years,
knows the ins an outs of business & acts as
liaison between staff & owners
Demographics
Gender? Age? Income?
Location?
• Male
• 40-50
• Suburban
Identifiers
Demeanor?
Communication
Preference?
• Smart, personable, slightly stressed
• Email, phone, live chat
@IlluminousGwen

11. Persona Name: Mike Manager
Goals
Primary? Secondary
• Keep business operations/warehouse
running smoothly
• Retain employees
Challenges
Primary? Secondary?
• Getting everything done with limited resources
• Convincing Billy Owner to spend money on
needed upgrades for the business
• Determining how much shelving is needed for
warehouse & what type
What Can We
Do
…to help persona achieve
goals?
…to help persona
overcome challenges?
• Low-price guarantee, easy-to-follow video
tutorials on setting up systems
• Training videos, planning eBook, planning
infographic, highlight benefits of upgraded
shelving systems (to convince Billy Owner)
@IlluminousGwen

12. Persona Name: Mike Manager
Real Quotes
About Goals &
Challenges
• “We’re working with a small budget here and
I need these installed in two weeks for a
shipment we have coming in.”
• “I need shelving that is heavy duty, but we
don’t use pallets. Which type is best?”
Common
Objections
Why wouldn’t they buy
your product or service?
• Not sure which solution is best (delays decision)
• “Will it be too hard to set up?”
• Expense
Marketing
Messaging
Describe your solution to
this persona.
Sell your persona!
• Easy assembly at the best price around. Plenty
of resources to ensure you get what you need.
• Our business offers our low-price guarantee for
all of our industrial shelving solutions. Let us
help you make the best decision for your
business with our planning guides or live chat!
@IlluminousGwen

13. Day 23 – Organize Ideas into
Editorial Calendar
@IlluminousGwen
Add content for all stages of the funnel
Create content for each of your buyer personas
Start simple & grow as you get better at producing content
Integrate Keywords
Use Calls to Action
Define your KPIs (Key Performance Indicators)
Keep your social goals in mind
Template: http://bit.ly/im-social-goals

14. Day 24 – Your 1st Blog Post
Start simple with a Frequently Asked Question (MOFU Content)
Two Options
1. Write the blog post yourself
2. Hire a Writer to create the blog for you
1. Use your network to find freelance Writers
2. Use a service like WriterAccess.com to gain access to a pool of
Writers
@IlluminousGwen

15. Tips for Great Blogs
• Create Interesting Headlines – 6 words or less
• http://www.aminstitute.com/headline/
• Use Lists
• Top 5, 3 Best, 7 Ways, 10 Reasons
• Break Up Content with Sub-Headings
• Use Keywords!
• Use interesting images/visuals
• Keep it Simple Silly
• Proof Read
@IlluminousGwen

16. Day 25 – Publish Your Blog
Create A New Blog on Your
Website
When you copy from Word,
be sure to first paste into a
plain text editor like TextEdit
(Mac) or Notepad (Windows)
Use Search Engine Friendly
Titles, Descriptions, & Images
Images should be 72 ppi
Post a link to your blog post
on your social media channels
@IlluminousGwen

17. Day 26 – Create a Video
@IlluminousGwen
Video Shooting Tips
Use Your Smart Phone or
Tablet – shoot horizontally
Pay attention to your
lighting – Try open shade
or near a sunlit window
with light in front
Speak clearly & without
background noise
Check out
http://wistia.com/blog/your-first-
video
General Rules
Keep it between 30 sec
– 2 Minutes
Catch people’s attention
in first 15 seconds
Make it interesting!
Show your human side.

18. Day 27 – Upload to YouTube &
Optimize
@IlluminousGwen
Don’t Forget to Share on Your Social Channels!

19. Day 28 – Write Email
Newsletter
Recap Monthly Specials
Showcase Product/Service Enhancements
Highlight Company Achievements or Community
Involvement
Include content pieces that you’ve created
Invite recipients to participate – Social media, reviews,
send in questions, give feedback, join a webinar, etc.
@IlluminousGwen

20. Day 29 – Email Your
Newsletter
@IlluminousGwen

21. Day 30 – Check Your Google
Analytics
• Analytics > Acquisition > Overview
• Channels
• Paid Search – traffic from paid advertising
• Direct – Visitors that typed your URL or had it bookmarked
• Organic Search – User Typed in a search term & clicked your
result
• Referral – User clicked a link from another website
• Social – User clicked a link from a social channel
• Email – User clicked an email link
• Learn More About Using Analytics at
http://www.google.com/intl/en/analytics/learn/
@IlluminousGwen

22. Questions?
Contact Info: Gwen Robinson
Email: gwen@illuminousmarketing.com
LinkedIn: www.linkedin.com/in/gwenrobinson/
Twitter: @IlluminousGwen
@IlluminousGwen
Access this presentation: http://bit.ly/IM-30Days-
Week4
Don’t Forget to Log OUT!!!