Winning fame and fortune, leads and sales with content marketing

The marketing problem

The buyerhaschanged

Buyers don’t pick up the phone to start looking for a product or service, they go to the Internet.

If they do pick up the phone, it’s to call atrusted associate for a referral - but they’ll still check the Internet before they call.

When you finally talkto them, they’re already deep into the decision process, maybe just confirming a decision they’ve already made.

So how do I make sure they find my

company?

If customers are going to “sell” themselves,

how do I give them what they

need to do that?

How do I make sure

the referrers know us and

like us?

How indeed?

How indeed?

Trade shows don’t seem to work as well as they used to.

Advertising may work for you. Or it may not.

The law firm of Smith, Smith, Smith, Jones, Jones & Jones –

The Smith and Jones Group

I am the greatest, so

help me God!

Of course you have a website. But can anyone find it?

Ouch! We don’t show up for our

best keyword until page 59!

?What to do?

!Content marketing!

A definitionContent – Information that buyers and referrers need at each stage of the buying process.

Information that has value, is relevant, authoritative, free, and never a sales pitch.

It’s about providing help and advice.

Another definitionContent – Information that buyers and referrers need at each stage of the buying cycle.

Awareness Stage Consideration Stage Decision Stage

Establish Requirements

ExploreOptions

Research Solutions

Research Vendors

Build Short List

Assess ROI DecideIdentify

Problem

Awareness Stage

Awareness Stage Consideration Stage Decision Stage

Establish Requirements

ExploreOptions

Research Solutions

Research Vendors

Build Short List

Assess ROI DecideIdentify

Problem

Awareness StageEstablish Thought Leadership

• Search

• Online communities/groups

• LinkedIn, Facebook, Twitter

• Blog

• Website

• Virtual events

Metrics:

• Referrals

• Leads

• Website visits

Consideration Stage

Awareness Stage Consideration Stage Decision Stage

Establish Requirements

ExploreOptions

Research Solutions

Research Vendors

Build Short List

Assess ROI DecideIdentify

Problem

Awareness StageConsideration StageBuild Trust

• Email, newsletters

• Articles, white papers, ebooks

• Case studies

• Video

• Webinars, seminars

• eLearning

Metrics:

• Email opens

• Downloads

• Attendees

• Completed courses

Decision Stage

Awareness Stage Consideration Stage Decision Stage

Establish Requirements

ExploreOptions

Research Solutions

Research Vendors

Build Short List

Assess ROI DecideIdentify

Problem

Awareness StageDecision StageBuild Relationship• Face-to-face meetings

• Tours

• Demonstrations

• Proposals

Metrics:

• Proposals

• Orders

• Revenues

Results• Better search rankings• More website traffic• Improved brand awareness• Validation of referrals• Debt of gratitude• Leads• Sales

Content marketing goes back to basics . . .

. . . and focuses on what you want most from your marketing:

Awareness, trust, relationships and sales.

Content marketing puts you on the radar screen

Awareness

with your best prospects and referrers.

Content marketing follows a simple principle:

Trust

Show…

I graduated 6th in my class at the Omaha Magician’s Academy, where I was editor of the

Journal of Hat Tricks. Go Ask Alice magazine called me the 5th

greatest practitioner of the rabbit-in-a-hat trick in the state of Nebraska and then I went on to

graduate school in . . .

don’t tell…

Good content makes you sound like a human and

starts conversations.

Relationships

Content marketing is all about leads, sales . . .

Sales

and ROI.

Investment

Return

Content marketing: making it work

steps to1211101 2 3 4 5 6 7 8 9

success

1

1211101 2 3 4 5 6 7 8 9

Understand your goals.What are your key marketing objectives?

2

1211101 2 3 4 5 6 7 8 9

Understand your audience.Who are you trying to sell to? What are their information needs?

3

1211101 2 3 4 5 6 7 8 9

Understand the competitive landscape.Take your content in a new direction - where no one has gone before.

4

1211101 2 3 4 5 6 7 8 9

Understand your resources.Who on your staff is excited about sharing what they know? And capable of doing it well?

5

1211101 2 3 4 5 6 7 8 9

Create a content strategy.What do you have? What do you need? How are you going to get there?

6

1211101 2 3 4 5 6 7 8 9

Develop an editorial plan.Identify topics and channels and lay them all out on a timeline.

7

1211101 2 3 4 5 6 7 8 9

Pick your theme and stick to it.Build your brand as the authority in your space.

8

1211101 2 3 4 5 6 7 8 9

Integrate SEO.Do formal research to identify keywords and start building links.

9

1211101 2 3 4 5 6 7 8 9

Get the technology you need.Websites, content management systems, analytics, email, ecommerce and marketing automation.

10

1211101 2 3 4 5 6 7 8 9

Inform rather than promote.People crave good information, but they don’t want to be sold.

11

1211101 2 3 4 5 6 7 8 9

But do promote your contenton social media and by building links.

12

1211101 2 3 4 5 6 7 8 9

Nurture leads.Good content not only brings prospects to your site but turns them into customers.

13

13Wash, rinse, repeat.Track your results, analyze and adjust based on what you learn.

come trueTips to

make it

Enthusiasm is necessary, but not sufficient. Hold someone accountable.

Consider ghost bloggers

Don’t worry about giving it away.PLAN. An editorial calendar is a must.

Keep it informational, not promotional.

What can result?What can result?

Improved search rankings . . .

can result?What

because your site content is fresh, relevant and authoritative.

More web traffic

. . . . . . . more web traffic . . . . . driven by:• Better search rankings• Other sites linking to your great

content• Users returning because they find it

useful

Improved brand awareness

. . improved brand awareness . . because more prospects are favorably exposed to you, more often.

Validation of referrals

. . . validation of referrals . . . . .Your business may come exclusively from referrals - but they check your website before they call!

Leads . . . And sales

. . . . leads . . . . . and sales!

What can result?What can result?

Google changed how it ranks websites . . .

Now based on Authority & Relevance

It worksWhy

What can result?What can result?

Good content leads prospects to discover you . . .

Builds Inbound Marketing

It worksWhy

What can result?What can result?

• Takes a lot of time• Takes a long time• Best for unsaturated

market niches• Complex: requires a lot of

expertise . . .

Downsides

What can result?What can result?Expertise

Website

Writing, Editing, VOVideo, Image, Text, SEO

What can result?What can result?Expertise

Website

Graphics

Writing, Editing, VOVideo, Image, Text, SEO

What can result?What can result?Expertise

Website

Graphics

Writing, Editing, VOVideo, Image, Text, SEO

Platform, CMS

Hosting

What can result?What can result?Expertise

Website

Graphics

Writing, Editing, VOVideo, Image, Text, SEO

Platform, CMS

Domain Name

Hosting

Analytics

What can result?What can result?Expertise

Website

Graphics

Writing, Editing, VOVideo, Image, Text, SEO

Platform, CMS

Domain Name

Hosting

Events, Email Analytics

What can result?What can result?Expertise

Website

Graphics

Writing, Editing, VOVideo, Image, Text, SEO

Platform, CMS

Paid SearchDomain Name

Hosting

Events, Email Analytics

Thanks!

Created in 2011 by: Mary Pollman, David Green, Bob DuthieNashville, TN

Thanks!dgreen@dgreencommunications.com www.dgreencommunications.com

bob@duthielearning.comwww.duthielearning.com

Contact:

Our expertise is marketing yours

Presentations that persuade & trainbob@duthielearning.com www.duthielearning.com