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Content Marketing: Modern Techniques for Growing Your Business
The document outlines the principles and strategies of content marketing, emphasizing the shift from traditional outbound marketing to inbound methods that focus on educating and engaging consumers. It highlights the importance of understanding customer needs, leveraging search engine optimization, and utilizing social media for brand promotion and lead generation. Key recommendations include creating relevant content, fostering relationships through social interactions, and maintaining a professional presence online.
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Content Marketing: Modern Techniques for Growing Your Business
- 1. Content Marketing: ModernTechniques for Growing Your Business by Sarah Mitchell www.globalcopywriting.com
- 2. Goals for todayDefine content marketing and describe it’s components
- 3. Provide recommendations fora content marketing strategy
- 4. Take an in-depthlook at social media
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- 6. Definition Content Marketing: is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. CONTENT MARKETING = EDUCATION
- 7. What Changed? Oldadvertising models are DEAD
- 8. Consumer behaviour haschanged
- 9. Content Marketing Outboundvs. Inbound Shouting for attention
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- 11. Outbound Marketing TechniquesInterruption-based, offline: TV
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- 18. Why Outbound MarketingNo Longer Works Advances in Technology
- 19. The traditional “funnel”sales cycle model is no longer effective
- 20. Consumers are doingtheir own research
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- 27. Sales Funnel no longer effective Phone Calls
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- 32. Consumers are doing their own research July 2009 PQMedia study: $1.54 billion spent on WoM marketing in 2008 May 2010 Custom Content Council Survey: U.S. Spends record $47.2 billion in 2009 on branded content including blog posts, video, digital zines and e-newsletters Bridge Ratings Survey “ Strangers with Experience” trumps: Teachers
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- 36. Consumers are doing their own research Online Publishers – Internet Activity Index Monthly “Time Spent” in Internet Activity Table Category 2003 Avg. Time (h:mm) 2009 Avg. Time (h:mm) %Change Content 3:42 6:58 +88% Communications 5:20 4:54 -8% Commerce 2:07 2:40 +26% Community N/A 3.01 N/A Search 0:27 0:57 +111%
- 37. Inbound Marketing Permissionbased, online techniques that are used to draw people to you
- 38. Benefits of ContentMarketing Establishes you as an authority
- 39. Tailored to yourbusiness
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- 41. Contributes to leadnurturing
- 42. Positions your solutionover your competitors
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- 44. 3 Components of Inbound Marketing Search Engine Optimisation (SEO)
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- 47. SEO 25% ison your web page and within your control – KEYWORDS
- 48. 75% is offyour web page and outside your control Inbound links
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- 51. Content People areseeking their own information
- 52. The days ofself-serving, self-promoting “ blah blah blah ” are over.
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- 54. Social Media Notabout tools
- 55. “ Conversation withoutcontent is mere networking. Content without conversation is just dead content. ” Tipping Point Labs
- 56. Content Marketing StrategyDiscover what your prospects want
- 57. Find the intersectionbetween your solution and your customer’s information needs
- 58. Develop content toaddress deficiency
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- 60. Give you contentlegs
- 61. Discovery What arethe pains and where are they struggling?
- 62. Listening posts Your personal networks
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- 68. Develop Your ContentForget features – make it benefit oriented
- 69. Think like apublisher Support each product or service you offer
- 70. Target each typeof customer
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- 72. Use multiple contenttypes If needed, hire writers
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- 75. Where are you?Key words, key words, key words
- 76. Make it easyfor the search engines to find you
- 77. Leave Your PrintsA great way to improve your Search Engine rankings is to leave comments on articles or blogs.
- 78. Give Your ContentLegs Don’t “post and hope”.
- 79. Use social mediatools to drive traffic to your website.
- 80. Social Media Alsoknown as: Social Marketing
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- 82. Web 2.0 Hypeand Confusion Goal: Provide an approach to incorporate social media in a professional setting.
- 83. What Social MediaWon't Do • It won’t close deals • It won’t generate a customer base if your products or service are lacking • Probably won’t replace your current marketing strategy
- 84. What Social MediaCan Do • Generate Leads • Establish Your Authority • Promote Your Brand
- 85. 2 Things toRemember 1) It's “social” meaning your activities have to be centred on building relationships. 2) You are representing your brand (or your company brand). At all times you must you must maintain a professional tone and attitude.
- 86. The Tools forBusiness
- 87. Usage of Toolsfor Business
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- 89. Interesting Facts •People aged 30 to 39 years are most likely to use social media for business. (Stelzner) • More women, than men, engage in social media activities. (55% vs. 45%) • People love to look at pictures. 70% of all actions are related to photos or video. (HBS) • Women say more. Men reference links. (HBS)
- 90. Establishing Authority •LinkedIn is a professional networking site • Complete online curriculum vitae • Find and connect with business colleagues • List your company • Special interest groups • Polls • Q&A • 65 million members in over 200 countries
- 91. Lead Generation •Twitter is a global instant messaging tool • Micro-blogging • Send messages to drive traffic to your website • Networks consists of “followers” and is very fluid • 600 million search queries every day • Twitter has 105,779,710 registered users • 800,000 Twitterers in Australia – June 2009
- 92. Promoting Your Brand• Blogging is an online dialogue you have with your customers and prospects • Allows you to position your company against competitors • Excellent way to improve SEO • Customers can leave their own comments and opinions
- 93. Promoting Your Brand• Facebook allows you to create a business page and find companies you like • Most useful for B2C companies • Post photos, documents or run advertising • Privacy issues • 70% of user are outside the USA • More than 200 million users log on to Facebook every day
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- 95. Perth Storm 22March 2010 “ Biggest Storm in 50 years” Paul Pichugin posts his photos on Facebook Wakes up to see his work on: Channel 9 News
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- 98. Fallout 23 March2010 Twitter network reports usage Paul spends the day trying to get photo credits The West and Perth Now attribute photo Channel 9 News uses photo in promotional campaign. Refuses compensation or attribution.
- 99. Silver Lining Over$5,000 in print sales for the photo Follow on business including 2 weddings
- 100. Lead Generation 18Weddings from Facebook
- 101. $35,000 business fromTwitter in 8 months
- 102. 6 event gigsafter working Media140 conference
- 103. 5 Weddings fromTwitter/Facebook combo
- 104. 2 Weddings fromFacebook advertising
- 105. Sold “heaps” oflandscape prints
- 106. Indirect: 4 weddingsapproximately $12,000
- 107. Don’t Pay forAttention BUY attention: Advertising BEG for attention: Public Relations BUG people: Sales “ EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free .” David Meerman Scott, Web Ink Now
- 108. Always Keep inMind.... With content marketing you pull them in with your expertise. Don’t push your prospects away by shouting at them. “ You shouldn’t be thinking so much about what to say, but rather what your audience needs to hear. ” – Joe Pulizzi,
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