The new rules of content marketing
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Transcript of The new rules of content marketing
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The New Rules of Content Marketing
Presented by Kathryn HawkinsPrincipal, Hawkins Multimediahttp://hawkinsmultimedia.com
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+About us
We are a virtually-based website development and content marketing agency that works with national clients including universities, technology companies, and nonprofits. We develop and execute print, web, and video content marketing campaigns.
Principals Kathryn and Jeff Hawkins@kathrynhawkins and @jeffrhawkins
http://hawkinsmultimedia.com
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+What is content marketing?
First, here’s what it’s not…
Sales copy
Press releases
Direct marketing offers
If it’s all about you, it’s not the way to build a loyal base.
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+OK, so what is it?
It’s not about selling your audience on a product or service.
It’s about helping them get the information they need.
Learn who your audience is.
Give them the knowledge they need to solve the problems they face.
Communicate with them on the topics they care about – and let them make the choice.
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+Types of content marketing
Blogs
Webinars
White papers
Videos
Presentations
Podcasts
Custom magazines
E-books
E-newsletters
Social content
and more…
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+Why content marketing?
97% of today’s consumers research purchases online before buying. (BIA/Kelsey Group)
By creating high-quality, free online content, you can:
Get noticed
Build trust
Make sales or gain donors
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+Case study: Intuit
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+Case study: Intuit
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+Case study: Intuit blog
Intuit created the Small Business Blog to share useful, actionable advice with small business owners
Establishing Intuit’s reputation as a company that small businesses can trust
Intuit uses blog content to engage audience through social media
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+Case study: Degree’s Adrenalist
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+Case study: Degree’s Adrenalist
A multimedia website dedicated to extreme sports, sponsored by Degree deodorant
Video documentaries, articles, and tips focused on site’s target audience of daredevil guys
Site content has helped Degree attract over 700,000 Facebook fans
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+Cas
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+Case study: Meet Your Farmer
Short documentary series produced by Maine Farmland Trust, an organization dedicated to protecting Maine farmland
Raised awareness about local farmers and the issues they face
Screenings offer chance for audience to connect directly with farmers and learn more about the nonprofit’s work
Videos can be embedded on any website
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+The payoffs of good content marketing
Build highly targeted site traffic
Increase backlinks and social sharing
Increase brand reputation
More customer loyalty
More sales or donors
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+Content marketing and social media
If you’re using social media, you’re already engaging in content marketing.
Tools like Twitter, Facebook, and LinkedIn are essential to a good content marketing strategy. You can:
Entertain your audience with platform-specific original content
Amplify your web content to a broader audience
Engage one-on-one with fans and prospects
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+Content marketing on a budget
If you’re not a big company, how do you fit content marketing into your budget?
Cut back on marketing campaigns that aren’t paying off
Re-purpose existing content
Build partnerships – get guest bloggers and syndicated content
If you can’t afford a full-time employee, contact a content marketing agency for a package price
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+Your content marketing roadmap
1) Analyze your audience
2) Plan an editorial calendar
3) Connect with content vendors and partners
4) Engage your audience on your site and through social media
5) Measure your results
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+The three Es of content marketing
Educate
Entertain
Engage
It’s not about a one-night stand.
It’s about getting your prospects
to commit.
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+Thank you
Connect with me:
@kathrynhawkins
http://linkedin.com/in/kathrynhawkins
http://hawkinsmultimedia.com