2015 IBS: Content Is King: Drive More Traffic, Leads and Sales with Content Marketing
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Transcript of 2015 IBS: Content Is King: Drive More Traffic, Leads and Sales with Content Marketing
Content Is King: Drive More Traffic, Leads and Sales with Content MarketingJANUARY 21, 2015 || 3:00 – 4:00 PM
Presenter(s):
Meredith Oliver || Creating WOW, Raleigh, NC
Kristi Allen || McArthur Homes, South Jordan, UT
Session Description
Content marketing is a long term strategy that includes developing
original, relevant content for your website visitors. With constant
updates to Google's search algorithms, the best way to drive traffic
and improve search rankings is with content marketing. This session
will teach you how to develop and execute a content marketing
strategy on your website and social media sites, and how to leverage
content you already have and create new content. You’ll also gain
insight into what content creation should be outsourced and what
should be created internally.
Learning Outcomes
Define the term content marketing.
Gain insight on how to leverage existing content.
Develop a content marketing strategy.
Recognize content marketing best practices.
Understand how to track and measure content marketing.
The ALS Ice Bucket Challenge
Content Marketing is the art and science of providing relevant and informational content to
targeted audiences resulting in increased customer engagement and loyalty.
“Content is anything that creates a compelling online experience.”~Adam Audette, Chief Knowledge Officer, RKG
Website Traffic Website Leads
Sales
Benefits of Content Marketing
Tip #1 – Set Clear Goals
Set Clear GoalsBuild brand awarenessEducate new product/processReputation managementGenerate buzz and excitementImprove search engine rankingsDeliver traffic online/onsite
“Don’t just make content, make content that matters.”~Jay Baer, President, Convince and Convert
Content is Your SEOMore is betterTraffic to the contentUsability very importantMust be optimized
Drive TrafficPublish regularlyEvergreen topicsShareableClever & uniquePaid Placement
Tip #2 – Use Video
Outbound marketing tools push your message
out to broad groups
Product OverviewsHow To TipsTestimonialsBehind the ScenesEmployee InterviewsFrequently Asked Questions
What’s Your Subject?
Which Format Works Best?
Measure Your Results
ConsumptionSharingLeads GeneratedSales
Tip #3 – FAQ’s Drive Content
Top 5 Most Clicked Topics1.Local area2. Community updates3. Realtor shout-outs4. Seasonal tips5. HGTV lifestyle
Focus on the message first and then the
medium
Tip #4 – Utilize Influencers
Identify the Right Influencers
Tip #5 – Strategically Publish
Don’t blast fans with the same content on multiple sites with the
same message.
Tailor message Vary timing Match audience Fit site culture
Tip #6 – Involve Your Fans
Buyer/Prospect Shares UGC – User Generated Content
Buyer/Prospect Shares
7% of Website Traffic 400% Increase in Referral Sales
Buyer/Prospect Shares
User Generated Content
User Generated Content
User Generated Content
Meredith OliverCreating WOW
321.230.1287@CreatingWOW
Speaker Contacts:
Kristi AllenMcArthur Homes
Head Shot
801.608.6801@NewHomeGirl