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*Using content to build loyalty, trust, and an audience.* Are you wondering how to build a winning content marketing strategy for your team? Do you need to explain to your boss why content marketing is important? You may have heard of content marketing–many of us know that it is “the next big thing”–but are we implementing it properly in our business? Are we able to justify using it? This slide deck is yours to enjoy, share, and distribute to your team as a primer on what this content marketing thing is all about. *What Is Content Marketing?* Content marketing is technically any type of marketing format that involves the creation and sharing of media as a means to acquire customers. In essence, content marketing is a form of marketing that doesn’t actually feel like marketing. *Why Does Content Marketing Work?* In traditional advertising, we take an audience-to-product approach, meaning we take the features and benefits of our products and attempt to shove them in the face of our customers. This type of advertising highlights our product, and generally provides little value to our potential customers. Content marketing strategy takes a different approach. Rather than forcing our product on them, we provide them with something they actually want. Content marketing works because as we build trust with our audience, they will eventually thank us with their business. *How Do I Start Content Marketing?* 1. Write Helpful Content Every team has experts. Who are yours? The first step to great content marketing is to get them writing, and contributing to the team. One of the best ways to start content marketing is to get your team to write about what they already know. 2. Publish Your Content On A Blog Many businesses get scared off by the idea of a blog, but they are important for everyone involved with it. A blog is essentially a way for you to share ongoing content on your website. 3. Share Your Content On Social Media Once your content is created, and published, you need to get it out there so people find it. One of the best ways to do that is through social media. You should think about your blog in a hub and spoke model. Your website is the hub, and the social networks are the hub. Use them to promote your content. 4. Grow Your Audience It is easy for us to think about our customers, but it isn’t always as easy to think about our audience. Content marketing is about growing an audience of people who trust what you have to say and will share it with their friends. You will need to continue to grow your audience in order to grow your list of customer leads. *Five Questions To Ask Yourself Before You Start Your Own Content Marketing Strategy* 1. Who is going to help you? 2. What do you have to say? 3. When will you publish content? 4. Where will your content go? 5. Why do you need to do this?
Citation preview
How To Build A Winning Content Marketing Strategy
BLOGCONTENT
Using content to build loyalty, trust, and an audience.
CoSchedule.com
Save time and grow traffic by scheduling blog posts and social media on a unified drag and drop calendar.
What is Content Marketing?
Content marketing is any marketing format that involves the creation and sharing of media and publishing of content in order to acquire customers.
One of the earliest examples of content marketing was The Furrow by John Deere. It has been published since 1895.
This 400-page guide released by Michelin Tires in 1900 was geared at helping drivers maintain their cars.
Nike founder Bill Bowerman published a booklet on jogging that basically brought the sport to America.
Claude C. Hopkins, an early advertising pioneer, helped develop content marketing through a strategy that he called “scientific advertising.”
Argue anything for your own advantage, and people will resist to the limit. But seem unselfishly to consider your customers’ desires, and they will
naturally flock to you. – Claude C. Hopkins
Marketers learned that creating value for their audience built more trust than traditional advertising. Content marketing was born.
In 2014, it is growing because it works. Social media marketing and content marketing are used hand-in-hand.
Why does content marketing work?
Old…
Product > AudienceH
We force facts on customers.
Doesn’t work online.
Value > Audience > ProductProvide value to audience'.
Build trust over time.
They will thank you with their business.
Embraces social media.
NEW!
How is our marketing making our audience’s lives better?
This question matters.
Consumers buy from those that they know, like, and trust.Is that you?
How do I do content marketing?
In 2014, content marketing follows a simple formula.
Write helpful content.
Publish it on a blog.
Share it on social media.
Grow your audience.
1
2
3
4
Writ
e help
ful c
onte
nt.
1
Your team is full of experts. Get them writing!Team members contribute what they know best. Marketing team packages content for consumption. Tackle the topics that your customers care about most.
HELPFULINFORMATION
CustomerHappiness
ReaderLoyalty
InboundTraffic Pull
Brand Awareness/Association
SocialSharing/Distribution
BLOGCONTENT
Publ
ish it
on
a blog
. 2
BLOGCONTENT
Shar
e it o
n so
cial m
edia.
3
Grow
your
audie
nce.
4
You need an audience, not advertising.
Write helpful content.
Publish it on a blog.
Share it on social media.
Grow your audience.
1
2
3
4
Ther
e are
othe
r tac
tics.
Social media, website articles, and blogs are among the most popular techniques for content marketing.Content Marketing Institute study, 2013.
You might be creating this content already…
Company newsletter (print or email)
Brochures/pamphlets/handouts
Articles
Presentations
The content we create should:
Matter to our audience.
Motivate them to take action.
Come to us naturally.
Establish us as a subject matter expert.
Who is doing content marketing successfully?
Ask The Builder.com !Hundreds of videos available on YouTube with helpful advice. !Established subject-matter expert in home building & repair. !Free weekly newsletter that is chock-full of advice, tool reviews, and tricks of the trade. !http://askthebuilder.com
Weber Nation !Online community and blog for Weber grill owners and super-fans. !Full of helpful content that allows audiences to learn to use their Weber products better. !Valuable content, that provides no immediate return. !http://weber.com/weber-nation
Intercom !Online software provider for online web applications. !Weekly blog with helpful advice for software companies. !Has become a “must-read” for their target audience. !
http://insideintercom.io/
Dollar Shave Club !DollarShaveClub spent $4,500 on a video that got them 9.5 million views, 23,000 followers on Twitter and 76,000 Facebook fans. !Oh, and 12,000 new customers in 2 days. !
http://dollarshaveclub.com
Young House Love !DIY homeowners who turned their hobby into an occupation with a blog. !Published weekly blog content about DIY home improvement. !Corporate sponsorships and a book deal. !
http://younghouselove.com
How do I get started?
Who
What
When
Where
Why
Who
When
Where
Why
Who is going to help you?
Assemble your expert team.What
Who
What
When
Where
Why
What do you have to say?
Start with what you know.
Who
When
Where
Why
When will you publish content?
You need a schedule or you will fail.What
Who
Where
Why
Where will your content go?
Blog + Social MediaWhat
When
Who
Why
Why do you need to do this?
You need to have an answer to this question. Not everyone
will “get it.”
What
When
Where
Content marketing is… blogging, social media, and building trust. Because…Consumers buy from those that they know, like, and trust.
CoSchedule.com
Save time and grow traffic by scheduling blog posts and social media on a unified drag and drop calendar.
pssst….
CoSchedule.com makes this easy.
Garrett Moon Co–Founder
@garrett_moon
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