Joe Hines-Lunch & Learn Presentation February 26, 2016
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Content Marketing: What Is It? Presented by Professor Joe Hines 714-872-0561 www.thrivebusinessdirectory.com
Transcript of Joe Hines-Lunch & Learn Presentation February 26, 2016
Content Marketing: What Is It?
Presented by Professor Joe Hines714-872-0561www.thrivebusinessdirectory.com
Benefits of Content Marketing
Create Awareness.Credibility, Expertise.Emotional connections.Explain or Teach.Build Trust.
Your Brand:
Consumers have needs.Business owners have solutions.Content marketing bridges the gap.
Know Your CustomerYour Customer Is On this Side of the Bridge.
What It Looks Like On Their Side.
Needs and Need States Customer Journey
What It Looks Like On Their Side.
Needs and Need States Customer Journey
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 NewslettersImages InfographicsWebinars WorksheetsTutorials Blog PostsQ&A Series EbooksAnimated Videos White PapersPodcasts
Topic Delivery
Preventing Heart
Disease
vlogwebinar
blog images
white paperinfographics
Important Points
A/B TestingBuyer PersonasYour StrengthsVarietyYour TopicLearning StylesMedia
And Most Importantly, “Catch More Fish”!
You’re the Sherpa.Lead Your Customer Up “Mount Decision”#1 Goal: Don’t lose any along the way!
You’re the Sherpa.Lead Your Customer Up “Mount Decision”#1 Goal: Don’t lose any along the way!
• Video• Infographic• PR
• White Papers• How-To Blogs• Landing Pages• Social
• Comparison Tables• Webinars• Demos
• Case Studies• Reviews’
• Email • Blogs• Social
CCustomer Ascension Model
Improving Your ResultsLos Cabos Mexican Foods Newsletter Example
Improving Your ResultsLos Cabos Mexican Foods Newsletter Example
Month Email Subject Line
Email Delivery Time
Number of Opens
Number of Clicks
Click Thru Rate
August Los Cabos August 2015 Newsletter
5:00 am 373 106 28.4%
September Your School Food Service News For September Has Been Delivered!
8:00 am 370 55 14.8%
October More Great Tips and News for School Food Service from Los Cabos Mexican Foods
11:30 am 530 91 17%
Improving Your ResultsLos Cabos Mexican Foods Newsletter Example
Planning Frontiers
Stage in Buying Process
Buyer Persona Sales Funnel
NeedIdentification
Physical Demographics
Top of Funnel
Exploration Media Habits Mid-FunnelNarrowing Social and Cultural Bottom-of-FunnelPurchase Learning
PreferencesPost-Purchase
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”.
