1. Content Marketing: What Is It?
Presented by Professor Joe Hines
714-872-0561
www.thrivebusinessdirectory.com

2. Benefits of Content Marketing
Create Awareness.
Credibility, Expertise.
Emotional connections.
Explain or Teach.
Build Trust.

3. Your Brand:

4. Consumers have needs.
Business owners have solutions.
Content marketing bridges the gap.

5. Know Your Customer
Your Customer Is On this Side of the Bridge.

6. What It Looks Like On Their Side.
Needs and Need States Customer Journey

7. What It Looks Like On Their Side.
Needs and Need States Customer Journey

8. Marketing Pyramid
This is the traditional
marketing pyramid.
It’s still true today.
These successive steps,
from Awareness to Action
move them from prospect
to
“Clo$ed Cu$tomer”.

9. Old School Advertising.
Old school advertising
offered no opportunity
for a two-way exchange.
and gradually became
ineffective – tuned out.
In essence it was “Let’s
talk about me for a
while!”. Sales by
hypnosis doesn’t work
too well anymore.

10. Content Marketing.
The premise of content
marketing is based on
talking to prospective
people about what’s
interesting to THEM!

11. Old School New School

12. New School

14. What’s Happening Here?
• Specific needs.
• Specific target markets.
• Developing content that
speaks to real people.

15. What is a Buyer Persona
And Why Does it Matter?
Get the
answer to
this
question.
Link to
http://soctk.
com/3JH

16. What Do These Things Have in Common?
Articles Email Newsletters
Images Infographics
Webinars Worksheets
Tutorials Blog Posts
Q&A Series Ebooks
Animated Videos White Papers
Podcasts

17. Topic Delivery
Preventing
Heart
Disease
vlogwebinar
blog images
white paperinfographics

18. Important Points
A/B Testing
Buyer Personas
Your Strengths
Variety
Your Topic
Learning Styles
Media

19. And Most Importantly, “Catch More Fish”!

20. You’re the Sherpa.
Lead Your Customer Up “Mount Decision”
#1 Goal: Don’t lose any along the way!

21. You’re the Sherpa.
Lead Your Customer Up “Mount Decision”
#1 Goal: Don’t lose any along the way!

22. • Video
• Infographic
• PR
• White Papers
• How-To Blogs
• Landing Pages
• Social
• Comparison Tables
• Webinars
• Demos
• Case Studies
• Reviews’
• Email
• Blogs
• Social
C
Customer Ascension Model

23. Improving Your Results
Los Cabos Mexican Foods Newsletter Example

24. Improving Your Results
Los Cabos Mexican Foods Newsletter Example
Month Email Subject
Line
Email Delivery
Time
Number of
Opens
Number of
Clicks
Click Thru
Rate
August Los Cabos August
2015 Newsletter
5:00 am 373 106 28.4%
September Your School Food
Service News For
September Has
Been Delivered!
8:00 am 370 55 14.8%
October More Great Tips
and News for
School Food
Service from Los
Cabos Mexican
Foods
11:30 am 530 91 17%

25. Improving Your Results
Los Cabos Mexican Foods Newsletter Example

26. Planning Frontiers
Stage in
Buying Process
Buyer Persona Sales Funnel
Need
Identification
Physical
Demographics
Top of Funnel
Exploration Media Habits Mid-Funnel
Narrowing Social and Cultural Bottom-of-Funnel
Purchase Learning
Preferences
Post-Purchase

27. Requirements for Success
• Create content that provides
solutions for specific needs.
• Be consistent in your branding.
• Publish with regularity.
• Have a point-of-view.
• Don’t “sell”.