David Duncan - OTE Bristol - 7 Content Marketing Tips
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Topic: 7 Content Marketing Tips to Transform Your Digital Marketing Efforts Key takeaways: - Matching your content to your marketing plan - Develop your brand with the right content - Understand what your prospects are searching for - Matching your content to the sales funnel - Moving from product promotion to consumer education
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David Duncan - OTE Bristol - 7 Content Marketing Tips
- 1. 7 Content Marketing Tips To transform Your Digital Marketing Effort ©2013 WSI. All rights reserved.
- 2. • Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. • Basically, content marketing is the art of communicating with your customers and prospects without selling. You are educating them.
- 3. 7 Content Marketing Tips 1. Matching your content to your marketing plan 2. Using content to develop a personable, attractive brand 3. No content – No brand visibility 4. Understand what information your prospects search for 5. Matching your content to the sales funnel 6. Product Promotion to Consumer Education 7. Experts provide quality content & develop credibility ©2013 WSI. All rights reserved.
- 4. 1. MATCHING YOUR CONTENT TO YOUR MARKETING PLAN ©2013 WSI. All rights reserved.
- 5. List your Marketing Goals Lead Generation Brand Awareness Customer communication Sell more product Grow online brand Thought leadership Get new customers Develop strong online reputation Retain loyalty Increase reach What is yours? Educate on use of product/service Connect with market segments ©2013 WSI. All rights reserved.
- 6. Traditional vs. Digital • Direct mail • Sales • Advertising • TV • Radio • Brochure ©2013 WSI. All rights reserved. • Email • Social Media • SEO & PPC • Video • Podcast • Website Offline to Online Old school to New school
- 7. Type of Content ©2013 WSI. All rights reserved. Video Podcasts Slides Info-graphics Games Website content Curated content User generated content • Blogs • Articles • Wikis • White Papers • E-Books • Webinars • Case Studies • Photos
- 8. 2. USING CONTENT TO DEVELOP A PERSONABLE, ATTRACTIVE BRAND ©2013 WSI. All rights reserved.
- 9. Develop your Personal Brand • People deal with people they know, like and trust – Society is moving more towards full transparency as a sign of truth and trust. That goes for corporations and individuals as well ©2013 WSI. All rights reserved.
- 10. Thought Leadership • Saying you are an expert doesn’t mean people believe you are. • You need to create content showing your expertise. – Blogging – Video – Slide presentations – Tweeting ©2013 WSI. All rights reserved.
- 11. Thought Leadership • Then you need to engage with your audience and you do this using social media platforms like: – LinkedIn – Facebook – Google Plus – Twitter – Pinterest • Use these platforms to inform/engage with your audience ©2013 WSI. All rights reserved.
- 12. Creating the salesman of the future ©2013 WSI. All rights reserved. Builds a solid online reputation that clearly shows they are an industry expert Masterfully use social networking & communication tools to connect Adept at creating & delivering digital content that provides value to customers Use social CRMs to study prospects & customers for buying signals & information
- 13. 3. NO CONTENT – NO BRAND VISIBILITY ©2013 WSI. All rights reserved.
- 14. Creating Content • Plan – create a structured plan that connects • Assemble a team • Generate Ideas • Assemble the content and distribute • Develop an audience • Nurture and convert to leads • Measure and improve performance ©2013 WSI. All rights reserved.
- 15. LinkedIn Facebook • Twitter • Blogging • Social media sites (youtube, slideshare, scribd, flickr) • Listening/search tools •Aggregation & Filtering tools Social Business Basics...
- 16. Choosing the Tools • Identify what social concepts you are going to leverage • Match the best tools to the concepts, and make decisions on using the free or professional versions • Create a published list of recommended tools • Provide to all employees (especially new ones) • Develop an R&D process to stay up to date on the best options • Provide training!! Using the right tools for the job will dramatically improve results
- 17. 4. UNDERSTAND WHAT INFORMATION YOUR PROSPECTS SEARCH FOR ©2013 WSI. All rights reserved.
- 18. Quality persuasive content ©2013 WSI. All rights reserved. Publish relevant and educational content that persuades your readers that you are an expert in your field.
- 19. Quality content ©2013 WSI. All rights reserved. Developstrust byprovidinginformation that reducesriskindealingwithyou Attracts traffictowebproperties& persuadesprospect tocompleteform Educates&informsastheleaddevelops& continueswithleadnurturing
- 20. Identifying your content requirements • Create buyer personas • Develop buyer persona profiles • Keyword research ©2013 WSI. All rights reserved.
- 21. Name your personas ©2013 WSI. All rights reserved.
- 22. Develop Buyer Profiles ©2013 WSI. All rights reserved. What do they do online? What information do they look for? What problems are they trying to solve? What products do they buy from you?
- 23. Develop Buyer Profiles ©2013 WSI. All rights reserved. Which products do they research? Why do they use your products? What kind of search terms do they use? What social networks can you reach them on?
- 24. Persona profile ©2013 WSI. All rights reserved.
- 25. Persona profile ©2013 WSI. All rights reserved. Steven Early 40s Large IT company Driven by quarterly targets Business travel nationally Sales incentive trips Attend conferences You’re always available Flexible in making last minute changes Reliable with great service Research sales motivation How to increase sales using social media to develop & maintain relationships Social media & sales motivation Sales incentive ideas LinkedIn Tech savvy Laptop Tablet Smartphone
- 26. Personas improve your SEO strategy ©2013 WSI. All rights reserved. Helpfindtherightkeywordsfortargetaudience Helpcreatetherightcontent Identifytargetforlinkbuilding(theyshare)
- 27. Keyword Research ©2013 WSI. All rights reserved. WWW.UBERSUGGEST.ORG
- 28. Keyword Research ©2013 WSI. All rights reserved.
- 29. Keyword Research ©2013 WSI. All rights reserved.
- 30. Ask a question for each keyword phrase ©2013 WSI. All rights reserved.
- 31. Brand building with Long Tail ©2013 WSI. All rights reserved. Source: Optify
- 32. 5. MATCHING YOUR CONTENT TO THE SALES FUNNEL ©2013 WSI. All rights reserved.
- 33. The sales funnel ©2013 WSI. All rights reserved. Decision Consideration Awareness
- 34. Match content to funnel ©2013 WSI. All rights reserved.
- 35. 6. FROM PRODUCT PROMOTION TO CONSUMER EDUCATION ©2013 WSI. All rights reserved.
- 36. Times are Changing ©2013 WSI. All rights reserved. Marketers controlling the message, medium & brand Consumers are informed & in control To
- 37. 7. EXPERTS PROVIDE QUALITY CONTENT THAT DEVELOPS CREDIBILITY ©2013 WSI. All rights reserved.
- 38. Share your expertise ©2013 WSI. All rights reserved. Writesomething ShareonLinkedIn ShareonTwitter Share on Google+ ShareonFacebook
- 39. Small Business Owners ©2013 WSI. All rights reserved. Leverage LinkedIn & Facebook
- 40. Credible content builds trust ©2013 WSI. All rights reserved.
- 41. Repurpose Content Example ©2013 WSI. All rights reserved. “Lead Nurturing” Example from Marketo
- 43. ©2013 WSI. All rights reserved. • Provide advanced digital marketing solutions • Businesses of all sizes and industries • World’s largest network of Internet Consultants • Service more than 80 countries internationally • Industry winning solutions • Corporate head office in Toronto, Canada • David Duncan http://www.linkedin.com/in/davidduncan
Notes de l'éditeur
- Here is a quick intro about the author David DuncanProfessional Background12 years of experience in the Digital industryInternational SpeakerAuthor of various white papers and publicationsCertified by GoogleMember OfSearch Engine Marketing Professionals OrganisationWeb Analytics AssociationUsability Professionals AssociationDavid’s actively helps organisations worldwide to be successful online by implementing the most effective digital marketing and social media strategies, building their online digital assets, increasing their online visibility and brand efficacy, managing their reputation online, and maximising ROI from the internet.
- What are your goals?What is your reach?
- Sales using blogs give you a personal connection with your prospectsSocial media supports sales do not try to sell on it
- Support the sales funnel and marketing objectives
- When it comes to content marketing, you need to focus on your top priorities – product sales and brand awareness. Content marketing will build your brand’s identity in a way that is personable and attractive to millions of internet users. As you continue to build trust, you will continue to build your consumer base.The main reason why traditional advertising isn’t enough is due to the fact that people find the information they need online. Consumers have moved online as their first choice to research a product, company or solution. Your content will help you attract people to your products as they relate to the solutions you offer, not the products you sell.
- This is about your reach and the number of people you can influence
- Most people will Google your name what will they find?The salesman will be researched to find how expert and influential they are
- This is about your reach and the number of people you can influence
- Most web properties are free so be active on many platforms
- Make sure you write about what your prospects are searching for
- You need a content plan
- Do not spin content any more, it needs to be interesting to your prospect
- Lets say I am a travel agent and this is one of the personas I have created what does he buy?Then why does he buy from you?
- Only 39% have a blog on their area of expertise this should be much higher if you want to create interesting content