An overview of content marketing concepts and principles combined with examples, resources and exercises. This slideshow simplifies Content Marketing in a way that makes it possible for any business to get started.

1. Content Marketing
How to use content
to win business, and
build trust…
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2. What is Content Marketing?
“Traditional marketing and advertising is telling the
world you’re a rock star.
Content Marketing is showing the world
that you are one.”
- Robert Rose, from Content Marketing Institute
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3. What we’ll talk about
1. Types of Content
2. Buyer Personas
3. Content marketing channels…
Social, Email, Blog, Mobile
4. Editorial Calendars
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4. Types of Content
“Expert” Content Educational Content
• Reviews • Blogs
• Testimonials • Videos
• Instructional Posts • Podcasts
Curated Content Conversion Content
• RSS Feeds • Product Overviews
• Social Marketing • Email Newsletters
• Channels like ScoopIt! • Landing Pages
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5. Expert Content
You are an expert! Yes, you!
How does your audience know this?
• Others tell them
• You show them how to do things
• You answer their questions
• You have fans promote your stuff
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6. Educational Content
Your target audience needs your help!
They don’t know what you know!
• Write how-top posts
• Top 10 Lists
• Instructional video and podcasts
• Your expert knowledge in their language
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7. Curated Content
Your are not the only resource!
Share other’s useful content!
• Gather content via email, alerts & RSS
• Share that content on social channels
• Open up guest posting on your blog
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8. Conversion Content
You still need to sell!
How can you use content to convert?
• “Give away” eBooks, Whitepapers
• Instructional content with a call to action
• Content makes the sale,
explain the benefits
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9. Buyer Personas
Define Your Target Audience
1. Identify groups
2. Develop “characters”
3. List common characteristics
4. List their needs
5. List your goals
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10. Buyer Personas
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
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11. First Exercise – Buyer Persona Chart
1. Develop buyer persona
chart for one member
2. Share and discuss
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12. Content Marketing Channels
• These are your content “outposts”
• Use content to attract site visitors
• Build your blog outreach
• Become a resource
• Seek syndication
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13. Content Marketing Channels
• Social channels
• Email Newsletters
• Seminars and SlideShare
• BizSugar and other directories
• Optimize for mobile!!!
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14. Editorial Calendar
Month Topic Date Author Persona Channels
Jan Mobile Marketing 1/7/13 Jon Brad Social…
Feb Trade Show Mktg 2/7/13 Jon Jennifer Email…
Chart Headings:
• Date • Publish Date • Target Audience • Metrics
• Title/Description • Type of Content • Distribution Channels • Notes
• Status • Producer • Promotion Channels
• Due Date • Editor • Tags
www.woodstreet.com @jonmikelbailey

15. Exercise: Editorial Calendar
Develop a sample 3 month editorial calendar for same company as the personas…
Month Topic Date Author Persona Channels
1. Same company Jan Mobile Marketing 1/7/13 Jon Brad Social…
2. Use headings below Feb Trade Show Mktg 2/7/13 Jon Jennifer Email…
Chart Headings:
• Date • Publish Date • Target Audience • Metrics
• Title/Description • Type of Content • Distribution Channels • Notes
• Status • Producer • Promotion Channels
• Due Date • Editor • Tags
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16. And I’ll leave you with a quote…
I asked Ann Handley, author of Content Rules,
what the most important takeaway from her book was…
“Be relentlessly customer-focused
and not corporate-focused.
Ask yourself, as a business owner…
‘What marketing will my customer THANK me for?’”
www.woodstreet.com @jonmikelbailey

17. QUESTIONS???
Suggested resources: Contact me:
www.woodstreet.com www.woodstreet.com
www.marketingprofs.com jbailey@woodst.com
www.contentmarketinginstitute.com @woodstreetweb
www.zeromomentoftruth.com @jonmikelbailey
www.mediapost.com Facebook.com/woodstreetweb
www.heidicohen.com 301.668.5006 x101
Read these two books… Content Rules! And Optimize!
www.woodstreet.com @jonmikelbailey