This month, Sandi Batik shares a four-step Content Marketing process to help you focus and tune your site’s message to attract your target audience. Content Marketing is simply connecting with, and opening a channel of dialogue with your target audience. The proven way to do this is creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience. We will examine the best ways for you to identify your audience; understand how your audience currently engages with your site; share tips for creating engaging content; and finally review tools and processes to measure, optimize, repeat successful engagement.

1. HandsOnWP.com @nick_batik@sandi_batik
USING CONTENT
MARKETING TO
ATTRACT YOUR
TARGET
AUDIENCE
WPATX Beginners
August 20, 2018
Sandi Batik -
@sandi_batik
Nick Batik - @nick_batik

2. HandsOnWP.com @nick_batik@sandi_batik
CONTENT MARKETING
• Content marketing is
about celebrating what
makes your business
unique
• Content Marketing
provides valuable
information that supports
your product or service
without a “hard sell”

3. HandsOnWP.com @nick_batik@sandi_batik
CONTENT MARKETING
• Content Marketing is
about telling the story of
You
• It’s about the ideas that
YOU and YOUR
ORGANIZATION bring
to the table.

4. HandsOnWP.com @nick_batik@sandi_batik
MOST COMMON FEARS
ABOUT CONTENT
MARKETING• What happens if we fail to get return on all
this content that we’re producing?
• What happens if no one cares what we’re
saying?
• What happens if our customers start saying
negative things about us when we put
ourselves out there?

5. HandsOnWP.com @nick_batik@sandi_batik
CONTENT — THE
HARSH REALITY
1. Most Content Sucks
2. Content Does Not Promote Itself — it needs to be
entertaining, instructive, useful, with great headlines
3. You have to demonstrate ROI
4. Search Engines and Users Hate Lame Content
5. You have to keep feeding the [content] beast —
Understanding a good content model - the right content for
the right person

6. HandsOnWP.com @nick_batik@sandi_batik
LEARNING TO THINK
DIFFERENTLY
• Building a Content
Marketing Strategy
requires not only
defining and creating a
“publishing” process —
we’re also inventing a
“listening” process…the
ability to track customer
activity and response.

7. HandsOnWP.com @nick_batik@sandi_batik
LEARNING TO THINK
DIFFERENTLY
This four-step framework will help you create an
optimized, easy to manage successful content marketing
process
1. Identify a content strategy that works for your
business
2. Create an efficient publishing process
3. Focus on building your brand’s authority
4. Constantly review and adjust

8. HandsOnWP.com @nick_batik@sandi_batik
YOUR CONTENT SHOULD
ANSWER THESE
QUESTIONS:1.Who are you?
2. What do you have for me?
3. How is this going to help me?
4. Why should I care?
5. What should I do next? ( Call to action )

9. HandsOnWP.com @nick_batik@sandi_batik
ATTRACTING PEOPLE WHO
HAVE PROBLEM YOU CAN
SOLVE•Paid Ads - Cost Money
•Organic - Hard Work
•Referrals - Requires a good reputation
When you’re writing you content you need to
think about who you need to attract, what people
need from you, what’s going to move them
forward.

10. HandsOnWP.com @nick_batik@sandi_batik
QUESTIONS YOU NEED TO
START WITH:
• What are your constraints? What challenges
do you face? ( income, profit margin, traffic )
• Things you can improve, things you can
capitalize on
• What are your assets? What do you have
access to that will help?

11. HandsOnWP.com @nick_batik@sandi_batik
QUESTIONS YOU NEED TO
START WITH:
• Work back from your end goal
• Long term - medium - immediate
• What are you going to implement that will get
you to what you want
• What you measure you can manage. Are you
measuring the right thing?

12. HandsOnWP.com @nick_batik@sandi_batik
CREATING & MANAGING
CONTENT
• Most of the content we consume online has a very
specific purpose:
— get you to buy
— get you to sign up
— get you learn more.
• Most of the content we read and interact with on a
daily basis is part of the content marketing
funnel

13. HandsOnWP.com @nick_batik@sandi_batik
4 PHASES OF A WINNING
CONTENT MARKETING
FUNNEL• Awareness - Content
focused on educating
your audience.
• Evaluation - Customers
determine whether they
need your product.
• Conversion - Reasons to
buy your product.
• Delight - Keeping your
audience engaged.

14. HandsOnWP.com @nick_batik@sandi_batik
QUESTIONS YOU NEED TO
START WITH:
• What’s in it for me? What will Content Marketing
Funnel do for my prospects?
• What are the pain-points they are looking to solve?
The things that keep them up at night?
• It doesn’t have to be a complete solution,
just something the gets them to the next step
• What’s next?

15. HandsOnWP.com @nick_batik@sandi_batik
THE SECRET TO
CUSTOMER RETENTION• Educate
• Entertain
• Provide Value
• Anticipate value to come
• THEY have a sense of early progress - quick wins
• Build a sense of community
People buy in their minds before they buy with their
credit card

16. HandsOnWP.com @nick_batik@sandi_batik
BUILDING AN AUTOMATED
MARKETING FUNNEL TAKES THE
“TACKINESS”
OUT OF SALES

17. HandsOnWP.com @nick_batik@sandi_batik
THE MYTH:
Market Automation is too complicated
and too intense for small business

18. HandsOnWP.com @nick_batik@sandi_batik
Marketing automation is the process of
engaging and nurturing leads over a period of
time, until they are ready to make a purchase.

19. HandsOnWP.com @nick_batik@sandi_batik
THE STEP-BY-STEP
PROCESS OF THE
MARKETING FUNNEL
• Awareness
• Interest
• Decision
• Action

20. HandsOnWP.com @nick_batik@sandi_batik
STEPS TO THE PROCESS
1. Social network followers
2. Search engine visitors
3. General content audience
4. Specific email audience
5. Customers and clients
6. Repeat customers and
clients
Awareness
Interest
Decision
Action

21. HandsOnWP.com @nick_batik@sandi_batik
THE 3-PAGE PROCESS

22. HandsOnWP.com @nick_batik@sandi_batik
CLASSIC
SALES
FUNNEL
CYCLE

23. HandsOnWP.com @nick_batik@sandi_batik
IDEAS FOR FUNNELS
• Basic Lead Generation Funnel
• Webinar Lead Funnel
• Free Membership Funnel
• Launch Funnel
• Dynamic Evergreen Offer Sequence Funnel

24. HandsOnWP.com @nick_batik@sandi_batik
FUNNEL “RULES”
Deciding what to do under each condition

25. HandsOnWP.com @nick_batik@sandi_batik
ONCE THEY ARE IN YOUR
CYCLE…
Turning Customers into Repeat Customers

26. HandsOnWP.com @nick_batik@sandi_batik
WHAT IS PERMISSION
MARKETING?
• Permission
• Engagement
• Call to Action
Build your loyal tribe of
followers, supporters and
clients

27. HandsOnWP.com @nick_batik@sandi_batik
OTHER CONTENT
MARKETING RESOURCES
• How to Use Content Marketing to Attract Your
Target Audience — https://handsonwp.com/use-
content-marketing-attract-target-audience/
• How To Build an Information Structure for Your
WordPress Site — https://handsonwp.com/how-to-
build-an-information-structure-for-your-wordpress-
site/
• CopyBlogger - https://www.copyblogger.com/

28. HandsOnWP.com @nick_batik@sandi_batik
Sandi Batik
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/hsandrachevalierbatik
Presenter

29. HandsOnWP.com @nick_batik@sandi_batik
Nick Batik
Started in web development in 1994 and have been a
WordPress consultant, and web developer since 2007.
A WordPress evangelist, I’ve served as Austin
WordPress Meetup co-organizer since 2010. With my
partner, co-founded Pleiades Publishing Services in 1992
and Hands-On WordPress Training in 2010.
Follow me @nick_batik / @WPATX
Contact me at: handsonwp.com
https://www.linkedin.com/in/nicholasbatik
Presenter