Basics of content marketing
Transcript of Basics of content marketing
Content Marketing: What Is It?
Presented by Professor Joe Hines714-872-0561www.thrivebusinessdirectory.com
Your Brand:
Consumers have needs.Business owners have solutions.Content marketing bridges the gap.
1. Awareness.2. Trustworthy.2. Likeability.
Marketing Pyramid
This is the traditional marketing pyramid.It’s still true today.These successive steps, from Awareness to Action move them from prospect to “Clo$ed Cu$tomer”.
Old School Advertising.
Old school advertising offered no opportunity for a two-way exchange. and gradually became ineffective – tuned out. In essence it was “Let’s talk about me for a while!”. Sales by hypnosis doesn’t work too well anymore.
Content Marketing.
The premise of content marketing is based on talking to prospective people about what’s interesting to THEM!
Old School New School
New School
What’s Happening Here?
• Specific needs.• Specific target markets.• Developing content that
speaks to real people.
What is a Buyer PersonaAnd Why Does it Matter?
Get the answer to this question.Link tohttp://soctk.com/3JH
What Do These Things Have in Common?
Articles Email Newsletters
Images Infographics
Webinars Worksheets
Tutorials Blog Posts
Q&A Series Ebooks
Animated Videos White Papers
Podcasts
Topic Delivery
Preventing Heart
Disease
vlogwebinar
blog images
white paperinfographics
Important Points
A/B TestingBuyer PersonasYour StrengthsVarietyYour TopicLearning StylesMedia
So - Why Do Any of This?
Create Awareness.
Credibility, Expertise.
Emotional connections.
Explain or Teach.
Build Trust.
And Most Importantly, “Catch More Fish”!
Content SEO Facilitates Direct Marketing Customer Search Traffic
Requirements for Success
• Create content that provides solutions for specific needs.
• Be consistent in your branding.• Publish with regularity. • Have a point-of-view.• Don’t “sell”.
Sales Funnels.
Blog Posts, Social Media Posts, White Papers, Vblogs, E-newsletters,Webinars,
Longer videos, E-books, Case Studies
Personal Sales ContactCustom Proposals
Long-term commitment to Content Marketing.Survey Monkey.CRM process via your website.
Planning Frontiers
Stage in Buying Process
Buyer Persona Sales Funnel
NeedIdentification
Physical Demographics
Top of Funnel
Exploration Media Habits Mid-Funnel
Narrowing Social and Cultural Bottom-of-Funnel
Purchase Learning Preferences
Post-Purchase