Breaking through the noise with content that serves a purpose!
Today we will discuss:
Content Marketing
Buyer Personas
Creating and Sharing Content
Responsive Design
Maintaining Your Hero Status
Wood Street - Utility Content - Be the Hero Your Clients Need
1. Utility Content – Be the Hero Your Clients Need
Breaking through the noise with content that serves a purpose!
Today we will discuss:
• Content Marketing
• Buyer Personas
• Creating and Sharing Content
• Responsive Design
• Maintaining Your Hero Status
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#FredNMT
2. Content Marketing – Didn‟t that die?
Content marketing is alive and well! As long as it‟s useful.
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
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#FredNMT
3. Content Marketing – Making it useful…
What is useful content marketing?
Ann Handley, author of Content Rules,
says the most important takeaway from her book is…
“Be relentlessly customer-focused and not corporate-focused.
Ask yourself…„What marketing will my customer
THANK me for?‟”
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#FredNMT
4. Buyer Personas – Being customer focused…
Being customer focused means knowing them…
To paraphrase Adele Revella, founder of Buyer Persona Institute,
a buyer persona is defined as…
“A detailed profile of an example buyer that represents the real audience – the
buyer that you hope to persuade to buy your products, services or solution.”
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
5. Buyer Personas – Have some fun…
Who are they?
What do they do?
Why should they care
about your organization?
Where are they and
where do they find you?
How do you convert them
into a client or a fan?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
6. Content – Give them the good stuff…
You know your audience, give them what they need…
You are an expert. Share your expert knowledge with them…
They don‟t know what you know!
• Write how-to posts
• Lists, reviews and other quick posts
• Instructional video and podcasts
• White papers and eBooks
• Your expert knowledge in their language
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
7. Content – Don‟t waste great content…
You create good content almost daily…
Ideas, inspiration, and the stuff your audience needs…
Right under your nose…
• Emails
• Conversations
• Presentations
• Sales materials
• Ideas are everywhere!
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
8. Responsive Design – Utility and Mobile
Mobile is made for utility content…
This is situational. Think through the user experience.
What do your customers need from you on mobile?
• Video how-to content
• Directions, number, hours, etc.
• Pricing, product reviews
• Social media channels
• Account information
• Content suggestions
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
9. Responsive Design – Utility and Mobile
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
10. Maintaining Your Hero Status
Heroes are consistent, reliable, always save the day…
Be there in their time of need…
• Stay on top of trends, read!
• Revisit personas, anything change?
• Where are your connections?
• Where aren‟t your connections?
• Is your content still relevant?
• Can you repurpose existing content?
• Are you sharing in other ways?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
11. Maintaining Your Hero Status
Always be thinking…
“…What marketing will my customer
THANK me for?”
• Are you getting thanks?
• When? With what?
• Can you duplicate?
• Can you expand the effort?
• What else do they need?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet
12. Resources
Blogs and books…
Things to do…
• www.woodstreet.com
• Subscribe to blogs
• www.marketingprofs.com
• Attend seminars
• www.contentmarketinginstitute.com
• Google Alerts or something similar
• www.zeromomentoftruth.com
• READ
• www.mediapost.com
• Write every day
• www.spinsucks.com
• Learn how to shoot video
• www.contentrulesbook.com
• Learn how to take good pictures
• www.optimizebook.com
• Listen to yourself!
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | jbailey@woodst.com
#woodstreet