“Content is King” is a term that is thrown around a lot and I’m sure you all know the importance of having regular, impactful content as part of your marketing strategy. However, most businesses create the occasional blog and schedule a few Facebook posts and hope for the best.
After going through the steps required to create a long-lasting content strategy, we will look at some real life examples and discuss best practice approaches that convert leads into customers.
In this session we will discuss:
1) The types of content available and how to come up with new ideas
2) Differences between content for your website and social media
3) How to repurpose your content for maximum impact
4) Optimising content for SEO to help drive new visitors to your website
5) Updating content on a semi-regular basis to keep it working for you for years to come
Struggling with content for your own website? Book a free 60 minute WordPress focus session by emailing theo@theoruby.com (new contacts only)
Look out for our full Content guide coming soon as part of the Bitesize Marketing Guides
2. Understanding the Power of Content
1) Content Strategy Basics
2) Which Type of Content Should I Use?
3) Maximising Your Content (Repurposing & Updating)
4) Content is King - Quick SEO guide
5) Q&A
3. 1) Content Strategy Basics
Brand awareness
Generate leads
Convert users
Attract past customers
Improve SEO
Other aims - create partnerships etc.
Will this content achieve your goals?
What is the value for the audience?
Define your goals
Ask Yourself?
4. Credit Hubspot
Remember - Every part of the marketing funnel may need different
content to drive them towards becoming a customer.
1) Content Strategy Basics
5. Building your own marketing funnel
Awareness - Get brand awareness with educational material
(Top Tips / How To Video / Cheatsheet / Guide)
Evaluation - Stimulate potential customer interest
(Case studies / Demo Videos / In-Depth product review
Purchase - Turn lead into customer
(Free trial / Coupon / Consultation / Demo)
Missing Step!!
Retention - Encourage brand loyalty and repeat customers
Support material for products / Email campaigns / Closed groups
1) Content Strategy Basics
6. 1) Content Strategy Basics
Start by doing what you enjoy most!
Which channels should you use?
Which content formats should you use?
What time & financial resources do you have available?
What problem are you solving?.. Where is the value?
How will you manage it long-term and monitor (hubspot)?
Considerations
7. 2) Which Type of Content Should I Use?
Blogs
Social media posts
Videos
Podcasts
Training Guides
How to
Review / VS
Case Studies
Templates
Interviews
Be creative!
Types of content
8. 2) Which Type of Content Should I Use?
Blog About - Find headlines
Hubspot - Content ideas
Neil Patel - content ideas - Backlinks
Buzzsumo
Competitor research
Focus groups / Marketing research
Content Inspiration
10. Repurposing
1) Create an article or blog post on your website
2) Share on your social media channels - FB / Ti / LI / IG
3) Add to your Google Business updates
(if you haven't already got GB - why not!?
4) Share with publishers to get backlinks
5) Take highlights / snippets and reshare in the future
6) See event case study
3) Maximising Your Content
11. 3) Maximising Your Content
Stay succinct - keep it short and snappy
Read through 3x and cut out around 50% (for most people)
Use a voice recorder and playback to check for errors
Ask an impartial person to review with critical feedback
Editorial Calendar VS Social Calendar
Make room for topical information
Updating every few months will massively improve SEO
13. Bonus Material for Driving Customers to Your Website
https://www.theoruby.com/ph14-customers/
14. Bonus Material for Driving Customers to Your Website
https://www.theoruby.com/ph14-customers/
15. Additional Resources
Power Hour 5 - Canva: A Non-Designers Dream
Power Hour 6 - Free Social Media Management with Hootsuite
Power Hour 7 / 11 - Easy SEO: How to Rank Higher on Google
Power Hour 14 - How to Drive Customers to Your Website
Everything can be found below:
www.theoruby.com/marketing-guides
16. THANK YOU
Please get in touch if you have any questions
theo@theoruby.com
07709 852 364
Our next Power Hour: Friday 18th September, 12 pm
Building Your Own Marketing Funnel
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