Creating Content that Makes the Most of Your MarTech
44
Presentation Template May 27th, 2016 Content that Makes the Most of Your MarTech
-
Upload
mike-jones- -
Category
Marketing
-
view
76 -
download
0
Transcript of Creating Content that Makes the Most of Your MarTech
Presentation TemplateMay 27th, 2016
Content that Makes the Most of Your MarTech
Mike Jones | @remarkamikeManaging Partner & Brand StrategistBass player and avid coffee home-roaster
Kayla Izard | @KaylaIzardMarketing Specialist
Theater geek and lover of cheesy pasta in all its forms.
Agenda
Inbound MarketingAudience PersonasGood Content
1
2
3
So, what’s all this content hullabaloo?
This is what bad marketing feels like to consumers.
“Either write something worth reading or do something worth
writing about.”
– Benjamin Franklin
Inbound Marketing
It’s Cost EffectiveThe content lasts longer & increases your ‘Google juice’.
It’s RespectfulDon’t interrupt. Rude.
It Gets You Better LeadsLeads can qualify themselves/it does sales for you.
1
2
3
Why Inbound?
Basic Inbound Strategy
Attract
Engage
Convert
Delight
Let’s Think of This Like Dating
Your customers are human. Nobody wants to be treated like a data set.
Let’s Think of This Like Dating
If you do things in marketing you wouldn’t do dating....
You’re creepy. Don’t.
Flirt● Social Media● Blog Posts● Relevant Ads
Get Digits● Gated Content● Newsletter Sign-
ups● Landing Pages &
Calls-to-Action
Ask Them Out● ‘Checkout’● Sales Promotions /
Emails ● Proposals● (Don’t forget CRM)
Keep Investing● Social Media● Loyalty Program● Email Campaigns
What else?
Flirt Digits Ask InvestSocial MediaBlog Posts
Relevant Ads
Gated ContentNewsletters
Landing PagesCalls-to-Action
‘Checkout’Promotions
Emails Proposals
CRM
Social MediaLoyalty
Email Campaigns
Make Sure You Don’t...
Come on Too Strong
Make Sure You Don’t
Miss Your Opportunity
What about paid advertising?
Ads are like gasoline for your fire.
Thing is…you’d betterhave somethingsubstantial to keep burning.
Audience Personas
A fictional customer based on a true story.
Why Do We Do This?
Trying to talk to your customers as one giant group of
all the consumers in the world is never a good strategy.
Don’t make gross generalizations, like, “Well, you’re a women so you must love nail
polish.” It won’t go well.
Your Ideal Mate
Age?Gender?Hair Color?Race?
Meet
Your Ideal Mate
Age?Gender?Hair Color?Race?
Meet
Focus on Important StuffValues & BeliefsInterestsAttitudesActivitiesFamily StatusPain Points Competition
Look to your handouts….
Ok, so what makes good content?
You know it when you see it (or when you don’t).
You know it when you see it (or when you don’t).
You know it when you see it (or when you don’t).
You know it when you see it (or when you don’t).
Good Content is Four Things
1.Targeted to a Specific Audience
2. Crafted for a Specific Phase
Awareness Consideration Decision
3. Evergreen or Relevant
4. Branded
● Consistent look/language● Values● Personality traits
Obviously, proof your
stuff.
Let’s get cracking.(More handout time, yay!)
Questions?Thanks for having us!
@AZMarTechmeetup.com/Arizona-Marketing-Technology
