Content Marketing - Connecting With Customers On Their Terms

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Content

MarketingConnecting with customers

on their terms

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BUY MYPRODUCT!

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Interruption, Push or Outbound Marketing

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Conduct online research before they go to a store to buy something

81%

2014 State of B2B Procurement study from the Acquity Group

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Conduct online research before a B2B Transaction

94%

2014 State of B2B Procurement study from the Acquity Group

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NOT Authentic

NOT Specific

NOT Customized

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One Size

NOTDoes

Fit All

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MarketingContent

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MarketingContentCreate valuable and relevant content for your

customer to discover, that will educate them and help them decide to buy your product or service.

Sometimes over and over again.

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MarketingContentCreate valuable and relevant content for your

customer to discover, that will educate them and help them decide to buy your product or service.

Sometimes over and over again.

valuable and relevant

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MarketingContentvaluable and relevant

To your customer, NOT you

Time & Place:Give them the right information

at the right time

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MarketingContentCreate valuable and relevant content for your

customer to discover, that will educate them and help them decide to buy your product or service.

Sometimes over and over again.

content

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MarketingContentcontent

MemesVideosCompar

isons

How Tos

Case StudiesPodcas

ts

Whitepapers

Presentations

Testimonials

Blogs

Webinars

Infographics

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MarketingContentCreate valuable and relevant content for your

customer to discover, that will educate them and help them decide to buy your product or service.

Sometimes over and over again.

discover

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MarketingContent

discover

Customers are “in-bound’

Pulling your customers to you

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MarketingContentCreate valuable and relevant content for your

customer to discover, that will educate them and help them decide to buy your product or service.

Sometimes over and over again.

educate

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MarketingContent

educateMake your customers

smarter

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MarketingContentCreate valuable and relevant content for your

customer to discover, that will educate them and help them decide to buy your product or service.

Sometimes over and over again. decide

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MarketingContent

decide

Help customers through the

decision making cycle

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MarketingContentCreate valuable and relevant content for your

customer to discover, that will educate them and help them decide to buy your product or service.

Sometimes over and over again. over and over again

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MarketingContent

over and over again

Buildingbrand loyalty

for the long haul

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Marketing

The

Roots Of Content

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Where To

Start? With

PROBLEMThe

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Con

tentCustomersWant

ContentBusinesses

CreateMarketingContent

2013, Sirius Decisions

of marketing content goes

unused

60-70%

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Customers’ Decision Making Journey

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Customers’ Decision Making Journey

• Step-by-step guide • How to choose a realtor blog• Mini-dictionary of any confusing real estate terms• Mortgage calculator • Infographic showing all the steps • Map of school districts – colored-coded by rankings

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Customers’ Decision Making Journey

• A series of blog posts about small space hacks – how to make the most out of any space you have

• Videos about to make multipurpose rooms – like office/guest room

• A long form article about condo associations do

• A list of questions to ask the association before you decide to buy

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Customers’ Decision Making Journey

• Pros and cons graphic about buying fixer uppers• Videos and photos that show before and after for inspiration• Checklist for things to look for during inspections• And long form articles that tackle the some of toughest

concerns for people doing renovations – like lead-based paint or asbestos

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WHYWHAT

WHEN

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HOWTo Create

Good Content

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3 Rules For

MakingGood Content

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140

VisualMake It

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10%

80%

CMO Council

20%

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Xerox 2014

More likely to read content with color

80%People are

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is worthA MILLION

a video

Dr. James mc Quivey

1.8 millionwords

One minute of video is equal to

A PICTURE IS WORTHa thousand words

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Invisia 2016

Say videos help in the decision process

90% of users

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245

FoundGet

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SEO SearchEngineOptimization

The way search engines work

Keywords

Results based on keywords

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Where To Put Your Keywords

In your description</>

In your text

In your file name

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348

ActionCallTo

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DO SOMETHING!

49

Psychologist Jerome Bruner

Click HereTell Us What You ThinkSign Up

Register Today

Buy Now

Share

Join us

Learn More

Donate

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Other Action Items

Use A Landing Page

Capture Information

Track Performance

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WhereDo I Put

MY Content?

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Finding Content A Home

Your Website

Social Media

Other Sites & Social

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QUESTIONS?

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EXAMPLES

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How Does

Do Street View?

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Learn Something New Everyday

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Building a Community Of Drivers

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