5. Content isn't 'stuff we write to rank higher'
or 'infographics' or 'long-form articles.'
Content is anything that communicates a
message to the audience. Anything.
— Ian Lurie, CEO, Portent, Inc.
6. What Content Marketing Is?
Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience —
and, ultimately, to drive profitable customer
action
9. PHASE ONE
What is your Business Objectives for
Content Marketing ?
Are you a small business that needs to gain awareness?
Are you trying to distinguish your business from other competitor?
Do you want to attract leads for your new products/service/program to
convert to paying and repeated customers?
CLEARLY WRITE DOWN THE MISSION STATEMENT AND GOALS OF
YOUR BUSINESS
10. Who are you creating this content for?
Who is this content meant
for?
How can we provide value
for them
How can we use our
content to support them
through their buyer’s
journey?
12. BUILD PERSONAS FOR YOUR TARGET AUDIENCES
Job/Role/Occupation:
Typical challenge:
Needs Gap:
What gains are they looking for
What they care about:
13. Tell Your Story
Ask questions like:
Why is this topic
important?
Why should they care
about this story?
What is in for them?
14. Remember….
Put your audience first
Help, don’t sell
Give away valuable information for free
Tell a good story
Commit to quality
Be Conversational
15. What resources do you have at your disposal?
The formats
Frequency, and
Overall Workflow
Who is writing - You or ghost write What
expertise do you have?
16. Content Marketing
Guidelines for Social Media
Be there
Be helpful
Be generous
Be interesting
Be human
Be on message
Be polite.
17. Channel Plan
Your website/blog
Mobile
Guest blogging on others’ sites/publications
Social media (Facebook, Twitter, LinkedIn, Instagram,
etc.)
Podcasts
Video
Webinars
Live events
22. What’s Your Objective?
Content should attract the RIGHT PEOPLE to
your site
Convert these people into LEADS
Nurture and help close them into
CUSTOMERS
Content should DELIGHT your Customers
Turning them into PROMOTERS of your
31. Pillar Content
Pillar content is the quality
foundational content you
create to represent your
brand such as ebooks,
Tutorials,.
The content that provides
value.
32. Make it easy to consume
Create only high value quality asset
Include Visuals
Create Series
33. Content Types
1. Original Content
2. Curated Content
3. User Generated Content
4. Repurposed Content
5. Aggregated Visual Content
6. Streaming Video Content
7. Online Courses
8. Press Release and Business News
36. Give credit to the writer of the content you choose
Use quality content as the basis for your new
content
Develop new headline
Use new image
Reduce the article you are curating to the main
point
Include your branding to ensure brand recognition
39. Content marketers are constantly battling for the
attention of their prospects and customers.
To help ensure that you’re heard, you need to be
genuine and tell a STORY that appeals to your
AUDIENCE.
40. A story is not just your
history. A story is why
you’re doing what you’re
doing, and telling it in a
way that appeals to your
audience.
45. FIRST-PERSON POINT OF
VIEW
The character is yourself.
• It’s more confessional.
• Builds authority.
• Use when there is a known person, an author,
behind the content.
46. SECOND-PERSON POINT OF
VIEW
• The character is your audience.
• When using “you” language, you need to really
understand your buyer personas.
• Tell the story in a way that shows empathy.
47. THIRD-PERSON POINT OF
VIEW
• “He said” and “she said” type of language.
• Case studies about your customers are good
examples.
• Stories can be both fictional or nonfictional.
53. 1. Gathering raw material
2. Digesting the material
3. Unconscious
processing
4. Eureka moment
IDEATION PROCESS
54. “An idea is nothing more nor less than a new
combination of old elements.”
- James Webb Young
55. SET UP GOOGLE ALERTS FOR YOUR PRIMARY
KEYWORDS
Visit http://www.Google.Com/alerts
Put the topic you’d like to monitor in the
“Search Query.”
Change the options to specify the type of
information.
And how often you receive them.
click “create alert.”
56. THE POWER OF GOOGLE
GOOGLE SUGGEST IDEA ( Use Google
Suggestion)
60. Generating Ideas from Listing
Select The Topic You Want To Brainstorm
Write The Topic You’re Brainstorming At The Top Of
Your Page.
List Everything You Can Think Of Related To That
Topic.
Review Your List To Find Your Best Ideas.
Create New Ideas From Your List.
Write Your Ideas In The Ideas Page Of Your Content
Plan
62. RULES FOR MIND MAPPING
T here are no rules.
You can use a computer, paper and pen, paper
and colored pencils, or canvas and paint.
You can write, draw or doodle your mind map .
You can make it black and white or color, plain or
fancy.
Every idea needs to be connected to a previous
idea with a line so you can easily see how your
65. Members need to feel like they are gaining:
Elite status
High-value information
VIP treatment
Network opportunities with other members
Insider access to the owner/director of the site
Members-only forum or private Facebook Group or
Google+ group
67. LOW-END, ENTRY-LEVEL PRODUCTS
These products are inexpensive and easy to digest, such as
short ebooks that provide simple solutions to everyday
problems or high-level discussions of challenging topics.
These might sell for $19 to $99.
They usually consist of one or two of the following:
• Ebooks
• Special reports
• Entry level training
• Audio or video download
68. MID-LEVEL PRODUCTS, FRONT-END OR
BACK-END
Mid-level products provide more in-depth information, such as
training programs or
longer ebooks.
These might be prices at $ 200 to $ 5 00 and include several if not
all of the following:
Instructional material in ebook form at
Audio or video recording s
Work sheets
Access to membership forum
69. HIGH-END, BACK-END
PRODUCTS
These are more comprehensive programs that offer a lot of value.
Cost may range from $ 6 00 to $ 1,200 and include:
• Instructional materials
• A udio, video, or seminar component
• Monthly group coaching
• Some personal coaching component
70. PREMIUM PRODUCTS
These products promise the highest level of value. They
provide in-depth, often personalized,
solutions and can sell for $ 1,5 00 and up. They include:
• Instructional materials
• Audio and video materials
• Work sheets and resources to facilitate learning
• Personal coaching
• Seminar or retreat component
73. ORGANIC PROMOTION
CHANNELS
• Search Engine Optimization
• Email Marketing
• Social Media
• Live Promotions (Events or Webinars)
• Influencer Networks
• Word of Mouth
75. CONTENT PROMOTION BEST
PRACTICES
• Create a content promotion calendar.
• Experiment and optimize.
• Analyze your results.
• Customize messaging for each channel.
• Use segmentation
77. CONTENT MEASUREMENT AND
ANALYSIS
• Brand awareness
• Engagement
• Lead Generation
• Customer conversion and sales
• Customer loyalty and retention
• Website performance
78. GROWTH MARKETING
Growth marketing is a blend of marketing,
sales, customer success, support, and any
other division or operation within your
organization
79. DEVELOPING GROWTH MARKETING
MINDSET
• Know your marketing funnel.
• Framework to properly operate and improve your marketing
funnel.
• Buy-in on instilling a growth mindset with the rest of the
organization