How to use content marketing to attract your target audience

HandsOnWP.com @nick_batik@sandi_batik
How to Use Content
Marketing to Attract Your
Target Audience
Austin WordPress Meetup
June 19, 2017
Presented By Sandi Batik & Nick Batik

Content
Marketing is
connecting with
and opening
a channel of
dialogue with
your audience

Content Marketing Starts
With Sharing Your Story

Developing Your Story
• Before you can attract
customers, you have to
develop your brand
• Who are you as a company?
• What is your purpose?
• Who are you trying to help?
• What makes you unique?
• Why are you trying to help
them?

WordPress makes it easier than
ever before to communicate
with your Ideal Customer

Who Is Your Ideal
Customer?

Identifying Your Target
Audience
• Someone who can afford what you
sell
• Someone you enjoy serving
• A detailed client persona will help
you focus your Content Marketing
to your targeted audience
• Be as specific as possible
• Identify the exact kinds of
individuals you want to attract
• Their age, gender, fears, hopes,
challenges, and interests

Developing User Stories
• I help _______________
• Do _________________
• So they can
___________________
_

Key Steps to Getting
Content Marketing Right
• Identify your clients’ pain points
• Describe how your services can effectively
address/solve those pain points
• Create a focused content development plan
based on your client persona and user
stories

Social Media is Part of
Content Marketing
• Know which social media platforms
your target audience is most likely to
use
• Test on that social media platform
and analyze customer engagement
• Cultivate relationships: with
prospects, customers, influencers
• Always send people back to your
website

Attract Attention
Increase Engagement
• Asking your readers to comment on a blog post
• Asking your readers to share an article or podcast
• Asking customers to participate in a poll or survey
• Encouraging site visitors to download a free video or training
course
• Persuading people to subscribe to your email newsletter
• Asking people to follow you on social media

5-step System to Write Copy That Consistently
Attracts Your Target Clients & Organically Build
SEO

Step 1
Take the time to
analyze what
information your
target market is
looking for and why.
What problems are
they trying to solve?

Step 2
Set your Categories
to those high-level
topics that
represent the topics
your clients are
seeking

Step 3
Turn on the Idea
machine
- Look for ongoing topic
conversations-online &
off
- Use your blog and
Cornerstone pages to
express your unique
value as an industry
expert

Step 4
Tune Your
Idea Machine
Feedly
https://feedly.com/i/welco
me
Google Alerts
http://www.wikihow.com/U
se-Google-Alerts

Step 5
Use a Content
Framework
• Every thing I know
about writing I owe
to:
• Mother Mary Gerald
• Copyblogger
• & Troy Dean

The WordPress Blogger
Six Step Framework

The Promise
Your blog introduction should outline the promise of what you will
deliver
The 'Big Why' someone invest their time with you and
how will they benefit?

The Problem
Next, your content needs to outline the problem your
readers are facing - which reinforces why they need
read your article

Myth busting
This is the part of the blog or Cornerstone copy you position
yourself as an expert by busting a common myth your
readers are likely to believe.

The Method
In this section of your content you actually teach your
3 to 7 teaching points.

The Do’s & Don’ts
In this section you outline the some of the tips for
advanced users and the mistakes that newcomers
make.

Next Steps
Finish off your piece of content with a call to action or
an action step. Give your readers something to do
and they are far more likely to remember you

Content Creation
Check List
• Check your “inspiration sources” for content ideas
• Choose a headline
• Check keyword competition and edit your headline
as needed
• Research and plan your article
• Choose your category and add tags

Content Creation
Check List
• Fill in the SEO fields
• Write your first draft
• Go back and edit out cliches and add keywords
and phrases
• Add images, video, and/or other rich content
• Re-read it. Edit.

Content Creation
Check List
• Add an excerpt
• Read it again
• Publish
• Check your editorial schedule for the next
article

Cool Tools To Help Build
Your Content Marketing Strategy

Edit Flow
An editorial workflow management system
https://wordpress.org/plugins/edit-flow/

Table Press
allows you to add tables into your WordPress posts
and pages
without writing any HTML or CSS.
https://wordpress.org/plugins/tablepress/

Canva
intuitive drag and drop interface creates
beautiful graphic designs edit images
easy to use even for beginners
https://www.canva.com/

PictoChart
create beautiful infographics charts and presentations
http://piktochart.com/

Engagement Grower
creates a customizable related post section
https://wordpress.org/plugins/engagement-grower/

Navigation Tips and Tricks
What Issues are Tripping You Up?

Broken Link Checker
https://wordpress.org/plugins/broken-link-checker/

Navigation Resources
WordPress Mega Cheat Sheet
http://wptricks.net/monster-wordpress-cheat-sheet/
"Working the "404 Error" Page
http://wptricks.net/create-effective-404-page-wordpress/

Sandi Batik
Introvert Freelancer, WordPress evangelist,
consultant, trainer, curricula developer,
author, unapologetic geek, unrepentant
capitalist, lucky enough to do what I love
everyday. I’ve served as Austin WordPress
Meetup co-organizer since 2010. With my
husband Nick Batik, co-founded Pleiades
Publishing Services in 1992 and Hands-On
WordPress Training in 2010.
Follow me @sandi_batik / @WPATX
Contact me at: handsonwp.com
https://www.linkedin.com/in/hsandrachevalier
batik
Presenter

Nick Batik
Chief Technical Officer
Senior WordPress Back-end Developer
Information Architect
Nick started in web development in 1994 and has
been a WordPress consultant, and web
developer since 2007. A WordPress Evangelist,
and a CoOrganizer of the Austin WordPress
Meetup since 2010, Nick has presented technical
WordPress classes at numerous Meet-ups,
PodCamps and WordCamps.
Follow me @nick_batik / @WPATX
Contact me at: https://pleiadesservices.com
https://www.linkedin.com/in/nicholasbatik
Presenter

How to use content marketing to attract your target audience

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