2. A little about me and Mindstream Media
Sean Flavin
Content Marketing Manager
Mindstream Media
linkedin.com/in/flavinsean/
@SeanMFlavin
mindstreammedia.com
sflavin@mindstreammedia.com
3. The thing about content is…
Any brand can benefit from it
A lot lack the resources to create it
There’s no shortage of ways they can use it
8. Content can come in a variety of formats
Social media postsBlog posts Videos & images
E-booksWebpages Infographics
Mobile app contentWhite papers Quizzes & tools
9. CONTENT
MARKETING
A strategic approach for creating and
promoting high-quality content that inspires a
clearly-defined audience to take actions that
accomplish specific business goals.
high-quality content
25. Situation
Consumers are recognizing
the need to make a purchase
They’re becoming aware of their
buying options and the brands
that sell those products
They’re likely starting to
conduct high-level research
ContentGoals
MarketingGoals
26. Situation
ContentGoals
Turn consumers into shoppers
considering your products
Grab consumers’ attention and
make them aware of your brand
Provide consumers with the
information they need
MarketingGoals
35. The power of video in the awareness stage
of consumers say they
discover new brands
or products on
YouTube.
of consumers say
online video has given
them ideas for their
purchases.
of consumers say
they’re open to
learning about
products on YouTube.
90% ~60% 70%
Google/Magid Advisors, 2018 | Google/Ipsos, 2018
39. A few tips to guide your social posts
Use hashtags
Post all of your assets
Localize posts
Post at different times
Spread out the posts
Repromote content
40. Value of repromoting content
After 1st
post
After 2nd
post
After 3rd
post
After 1st
post
After 2nd
post
After 3rd
post
After 1st
post
After 2nd
post
After 3rd
post
269%
increase in
impressions
173%
increase in
clicks
197%
increase in
interactions
44. Situation
Shoppers are actively
researching purchases
and evaluating options
Consumers have transitioned
to shoppers
They’re conducting more in-depth
research and online searches
ContentGoals
MarketingGoals
45. Situation
ContentGoals
Turn shoppers into buyers that
are considering purchasing from
your brand
Help shoppers understand how
your products address their
buying needs
Provide a seamless path from
your content for consumers to
make a purchase
MarketingGoals
49. Product pages with a purpose
Act as a hub for related content
Provide shoppers the info they need
Optimized to improve search rankings
50. For shoppers For search engines
Product URLS
Page titlesProduct descriptions
Product videos
High-quality images
Scannable layout
Make it fast
Meta descriptions
Schema Markup
Alt tags
52. The power of video in the consideration stage
of people say they
switch between online
search and video when
researching purchases.
of people say online
video has helped them
decide which specific
brand/product to buy.
of people say they are
more likely to visit a
store and consider a
product if it’s in an
online video.
80% >50% >50%
Google/Magid Advisors, 2018 | Google/Ipsos, 2018
59. Situation
Shoppers have transitioned
into buyers
Buyers have decided on the
product they want to purchase
Buyers need to know where and
how to complete the purchase
ContentGoals
MarketingGoals
60. Situation
ContentGoals
Provide information to make it
easy for buyers to complete
purchases and become customers
Address common buying
questions and roadblocks
Promote future sales by
establishing trust and credibility
MarketingGoals
62. What buyers are searching for in the decision stage
Phone stores near me
[brand store] open now near me
Where can I buy an iPhone Xs
How much does the iPhone Xs cost
63. Organic content to help buyers make decisions
Location pagesLocal Listings FAQ pages
68. Content SEO elements
Meta description
Title tagIn-depth copy
Calls-to-action
Product images
and video
Location-specific
image
Location data
Headlines (h2 – h6)
Schema Markup
Alt tags
Primary Headline (h1)
CTA
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Contact Us
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Products
Contact Us
Contact
Address
Phone number
Email
Hours
Mon – Fri:
Sat/Sun
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Secondary Headline (h2)
70. Tips for creating your FAQ page
Identify your buyers’ most
common questions
Provide detailed answers to
specific questions
Use categories to organize
common questions
Link to more detailed answers to
your most common questions
Provide an opportunity for
buyers to ask new questions
74. Situation
Buyers have made a purchase
and are now customers
Customers are evaluating their
purchase to determine if it was
the right decision
May be having trouble using/
understanding certain features
ContentGoals
MarketingGoals
75. Situation
ContentGoals
Turn one-time buyers into loyal
customers and brand advocates
Create content that explains how
to use your products
Engage with customers to keep
your brand top-of-mind
MarketingGoals
82. Organic content to foster customer loyalty
Increases your website traffic
Increases social media followers
Builds your subscriber lists
Drives social media engagement