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Content Marketing
This document provides an overview of content marketing. It defines content marketing as creating and delivering valuable content to a target audience. It lists different types of content that can be used, such as whitepapers, ebooks, case studies, audio/video, blog posts, events, images and infographics, and email newsletters. The document discusses how content marketing generates more leads than traditional marketing, builds trust, creates value for customers, and decreases costs while increasing customers. It positions content marketing as the cornerstone of marketing strategies and discusses how content directly affects search engine optimization and helps push leads down the sales funnel, while not directly selling. It provides tips on planning a content marketing strategy by identifying the audience, their pain points and where
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Content Marketing
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- 2. What is ContentMarketing? Creating and delivering valuable content to your target audience
- 3. What is Content? Whitepapers,eBooks, Case Studies Audio or Video Content Blog and Social Posts Events (Webinars, Workshops) Images and Infographics Email Newsletters
- 4. Why Content Marketing? •Generates 3x more leads than traditional marketing • Build trust, create value among suspects – people who want to know what you know, not what you sell (not yet) • Decrease costs, increase customers'.
- 5. Cornerstone of Marketing SEO SocialMedia Content Marketing Brand Voice & Personality
- 6. Content Directly AffectsSearch
- 7. Content Marketing DoesNOT Does not directly sell
- 8. Content Marketing Does Doeshelp push leads down the funnel
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- 10. Who is YourAudience? • Content you create should address your customers’ points: • a need • a problem • a desire • a challenge What are their biggest pain/point needs?
- 11. Identifying Pain Points •Check out common search inquiries around your product or industry using Google Search Trends and Google Keyword Tool • Address FAQs – ask your sales people what customers are asking them Do your research – what do your customers need?
- 12. Where is YourAudience? For instance: • City dwellers are significantly more likely than rural residents to be on Twitter • Women are five times as likely as men to use Pinterest • Baby boomers are the fastest growing segment of Facebook Where do they find information online?
- 13. Tools for ContentCreation • Google alerts • Percolate (Real time content marketing platform)
- 14. Tools for contentcreation • LookBookHQ (A visual storytelling platform) • ÜberFlip (Like Flipboard or Slideshare on your own domain name.)
- 15. Tools for contentcreation • Addvocate • Little Bird • TrackMaven • Influitive • Contently • PaperShare
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