Content Is Still King: Providing Ongoing Value to Customers
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Transcript of Content Is Still King: Providing Ongoing Value to Customers
Content Is Still King: Providing Ongoing Value
to Customers
Agenda
• Content Overload• Keep it simple• Content is more than words• Socialize your content
What is Content Marketing
Content marketing is like stock — a building-block ingredient for nearly all of a company’s “dishes.”
Joe Chernov (@jchernov)
The State of the Inbox & Social
• More than 2.8 million emails were sent every second in 2011
• About 100 trillion emails were sent over the course of the year
• If Facebook were a country, it would be the 3rd largest
• Facebook has more than 800 million active users
• More than 50% of active users log on to Facebook in any given day
• The average FB user has 130 friends• The average FB user is connected to 80 community pages, groups and events
• Twitter has over 100 million active users worldwide, half of whom log in daily
• 40 percent of active users simply sign in to listen to what’s happening in their world
* Stats courtesy of www.radicati.com
Best Advice Ever?
Relevancy Rules
Combating Content Overload
Nearly 60% of B2B marketers reported that they tailor content by solution use case and 69% create targeted content by vertical.
Content
• What’s Your Story?• Put your audience first • Your readers must desire your
content• They must invite you into their
circle of trust
Content Ideas
• Content is designed to educate, inspire, and for aspiration and initiation–Pop Culture–Cause Marketing (TOMs)–Controversial? Risk–Funny
How Do You Do It Sally?
• Know your business• Know your customer• Keep it light• Find your hook• Humor
Start with a Concept
• Pick a product to promote
Tell the Story
Another Example – Product
Then Tell the Story
Voice
• Be natural- be real• Write like you talk• Approachable – not clinical• Take the fear factor out• Skincare can be scary• Have fun with it
Voice
Keep It Simple
• Hook ‘em with subject line• Engage ‘em with graphics• Reel ‘em in with clever copy• Close ‘em with great CTA
Simple Examples
Simple Examples
Simple Examples
Why Less is More Works
• Easy to scan• Your message and CTA stand out• Takes less time to create the
content• More opportunity to contact vs
squeezing everything into one
Content is More than Words
• Video • Infographics - http://visual.ly• Charts• Live demos• User generated- quotes,
testimonials
Video Content
• YouTube is now streaming 4 billion online videos daily!
• 60 hours of video is now uploaded to YouTube every minute
• 75% of Fortune 500 executives view online video at work
Video Content
• How-to videos• Day in the life• Customer testimonial
Infographics Are the New Black
How to Improve Your Content?
• You be you – authentic• Be a story teller – but do it short
& sweet• Make it easy to share • Love what you do• Be awesome
How Social is Your Content?
• Invite readers to share• Focus on engagement (use FB
insights)• Facebook edge rank – based on user
affinity, weight and time decay• Test, test and test some more
The “It” Factor
• Swagger Wagon – spin on pop culture
http://www.youtube.com/watch?v=ql-N3F1FhW4
Tim Tebow - #1 best selling jersey before he ever played
http://www.youtube.com/watch?v=WO8imsZl1F8&feature=player_embedded#!
Social Examples
• Coca- Cola and Starbucks are 2 of the top 100 Facebook pages
Those %$** Obstacles
• Time• Proactive but real time• Feeling like you have to do it all
Content Is Still King Wrap Up
• What’s Your Story• Keep it Simple• Make it easy to share
Questions?
Kim Stiglitz, VerticalResponse Director Lifecycle Marketing
@Stiggy1
Sally Waters, Owner & Founder Birdy Botanicals