Content Marketing - Definition and Best Practices
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Transcript of Content Marketing - Definition and Best Practices
Gazalla Gaya10/16/12
An umbrella term for all content that you create for your audience. Examples include: Blogs
Landing Pages
Newsletters
Whitepapers
EBooks
Podcasts
Videos
Webcasts/Webinars
Social Media
Attract and retain customers
and turn them into brand
ambassadors
Build your site into a
trusted authority in your
industry
Keep your visitors coming
back and staying longer
Increase conversion rates
Lead generation
1. Believability
2. Listen first
“ The new marketing isn’t about self-promotion; it’s about giving customers what they
need to become educated consumers. This is the age of information marketing. Education
marketing. Content marketing.”” Joe Pulizzi
3. Build trust
Constantly talking about yourself not about the customers needs and wants
Making it difficult to understand what you do or offer
Poor quality, design/content. Neglected/website/blog etc.
Inconsistency in providing content.
Doing nothing – not engaging=no growth
Know who your client is (persona) - Create a client persona
WIIFM ( Speak to their needs) Content Audit – Take a good
look at the content and messages you are sending out
Provide valuable info.
Good content shares or solves; it doesn’t hawk your wares or push sales-driven messages. It provides value by positioning you as a reliable and valuable resource.
Answer your customers’
questions
Create a sense of community
Allow your content to have
wings
Set up a listening dashboard
(Google Reader, Google Alerts,
twitter.com, relevant blogs)
Measurement and metrics so
you know what’s working
Provide many different types
of content
Be willing to try new things –
and pull the plug on anything
that’s not working.
Get on a schedule and stick
with it.
Take care of your customers
– giveaways, featuring them
in case studies
If you make a mistake
apologize and move on – You
don’t own your brand – your
customers do
Think of each post in your blog as part of a larger story
Don’t think so much about what YOU want to say but more about what your audience WANTS TO HEAR.
Create a community Encourage dialogue and
social shares Try to create shareable
content, content that multiplies
Spend time on other blogs in your niche
Never spam Always get
permission (double opt-in)
Segment your lists and send only app material based on readers interest and previous buying behaviors
Usually used only if you are a B2B business
Usually a very long report that’s downloadable
Always try to solve a pain in the market, give a solution to a problem your niche is facing
They require a lot of time and effort, so you can always have a lead capture for whitepapers
Always provide a printab,leformat, easily downloable in the form of a PDF
Esp good to convince lprospects to become customers
Usually used as an
introductory guide to a
subject
Best if prepared in an easily
scannable format such as
bullet points and numbered
lists
Make liberal use of call-out
boxes on your site
Ideal for lead capture
Joe Pulizzi - @juntajoe
Ann Handley - @MarketingProfs
Kristina Halvorson - @halvorson
Marcus Sheridan - @thesaleslion
Jon Morrow - @jonmorrow
Brian Clark - @copyblogger
Jay Baer - @jaybaer
@Gazalla
http://webcontentblog.com
SLIDE SOURCES
2 VIDEO: www.videoinforgraphs.com
3-4 IMAGE: Flickr image by eschipul
3-4 QUOTE: Joe Pulizzi
http://webcontentblog.com