Content: Secret Sauce of the Marketing Boss
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Content: Secret Sauce of the Marketing Boss Wednesday, June 13, 2012
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With customers paying less and less attention to traditional marketing messages, smart marketers are harnessing the power of value-focused content to attract and retain business. Are you?
Transcript of Content: Secret Sauce of the Marketing Boss
Content:Secret Sauce of the Marketing BossWednesday, June 13, 2012
Content: Secret Sauce of the Marketing Boss
AGENDA
11:00 – 11:15 Network, get food, grab a seat
11:15 – 11:30 •Introductions•Your Marketing Challenges
11:30 – 12:00 •Marketing: Then and Now•Who Is Today’s Consumer?•Bridging the Gap With Quality Content
12:00 – 12:15 Break
12:15 – 12:45 •Content Marketing Case Studies•How to Get Started
12:45 – 1:00 •Q&A•Door Prizes!•Next Steps
Welcome!
Content: Secret Sauce of the Marketing Boss
YOUR MARKETING CHALLENGES
What brought you here today?
Content: Secret Sauce of the Marketing Boss
MARKETING: THEN AND NOW
Marketing … Then
Interruption-based
Focused on features and benefits
High-pressure
Marketing … Now
Interruption-based?
Marketing … Now
Features and benefits?
Marketing … Now
High-pressure?
Content: Secret Sauce of the Marketing Boss
WHO IS TODAY’S CONSUMER?
Who is Today’s Consumer?
Informed
Skeptical
Goes out of his way to avoid marketing messages
Trust first, business later
Who Is Today’s Consumer?
“In the new reality, customers choose which messages to
listen to and which marketers to let in the door. The days of … ‘interruption marketing’ are over. The future is in ‘invitation
marketing.’”- Get Content, Get Customers by Joe Pulizzi and Newt Barrett
Content: Secret Sauce of the Marketing Boss
BRIDGING THE GAP WITH QUALITY CONTENT
What Is Content Marketing?
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to
attract, acquire, and engage a clearly defined and understood target
audience—with the objective of driving profitable customer action.”
- Content Marketing Institute (emphasis mine)
What Is Content Marketing?
“Basically, content marketing is the art of
communicating with your customers and prospects
without selling.”- Content Marketing Institute
Other Names for Content Marketing
• Custom publishing• Custom media• Customer media• Customer publishing• Member media• Private media• Branded content• Corporate media• Corporate publishing• Corporate journalism • Branded media
Traditional vs. Content Marketing
TraditionalBillboardsPrint Ads
Direct MailOnline AdsPromotional
Emails
Content Marketing
How-To VideosWebinars
White PapersBlogs
E-Newsletters
Traditional vs. Content Marketing
Traditional“Buy my
stuff”
Content Marketing“I’m here to
help”
Traditional vs. Content Marketing
Traditional
Content Marketing
Content: Secret Sauce of the Marketing Boss
BREAK
Content: Secret Sauce of the Marketing Boss
CONTENT MARKETING CASE STUDIES
Content: Secret Sauce of the Marketing Boss
CASE STUDY: US ARMY
US Army
US Army
armystrongstories.com
Over 170 bloggers
Over 10,000 visits per month
Content: Secret Sauce of the Marketing Boss
CASE STUDY: BLENDTEC
BlendTec700% increase in sales
revenue
Over 419,000 YouTube subscribers
Over 194 million video views
Content: Secret Sauce of the Marketing Boss
CASE STUDY: HUBSPOT
HubSpot
HubSpot
HubSpotBlog is their third-biggest
source of leads
Webinars attract between 5,000 and 12,000 attendees
YouTube videos generate 20,000+ views
Content: Secret Sauce of the Marketing Boss
GETTING STARTED IN CONTENT MARKETING
Step 1: Know Your Customer
Their needs
Their challenges
Their frustrations
Their knowledge gaps
Step 2: Know Your Content Sources
Your team
Your frequently asked questions
Your experience
Your customers
Step 3: Choose Your Media
Text
Step 3: Choose Your Media
Video
Step 3: Choose Your Media
Audio
Step 3: Choose Your Media
Interactive
Step 4: Choose Your Delivery Methods
Website or Microsite
Step 4: Choose Your Delivery Methods
Blog
Step 4: Choose Your Delivery Methods
Social Media
Step 4: Choose Your Delivery Methods
Step 5: Make a PlanWhoWhatWhenWhereHow
Step 6: Execute, Measure, Revise
Follow your planMeasure results
Revise as needed
Rinse … repeat!
Content: Secret Sauce of the Marketing Boss
THANK YOU!
