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CREATIVE WAYS TO
ATTRACT CUSTOMERS
USING CONTENT
Inbound Marketing
Brisbane Meetup
1 Sep 15
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1
PEOPLE DON’T CARE ABOUT YOU,
YOUR PRODUCT OR SERVICE…
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3
ONLY ABOUT THEMSELVES,
THEIR ISSUES,
THEIR WANTS AND NEEDS…
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7
HOW DO YOU STAND OUT FROM
THE CROWD?
What is your pink shirt?
CONTENT MARKETING
The distribution of valuable and compelling
content to attract, acquire, and engage a
clearly defined and understood target
audience – with the objective to driving a
profitable customer action.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10
CONTENT MARKETING
The distribution of valuable and compelling
content to attract, acquire, and engage a
clearly defined and understood target
audience – with the objective to driving a
profitable customer action.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11
“Traditional marketing is telling the world you
are a rock-star. Content marketing is
showing the world you are one.”Robert Rose – Lead Strategist, Content Marketing Institute
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12
“Traditional marketing talks at people.
Content marketing talks with them.” Doug Kessler, CoFounder & Creative Director, Velocity Partners
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15
Case Studies
digital magazines
BLOGGING microsites
Website Copy
WHITE PAPERS
User Generated Content
videos
eBooks
Social MediaPODCASTTestimonials
FAQs
CONTENT TO POSITION
YOUR BRAND
Market leader
Thought provoker
Trusted advisor
Authority in your field
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 16
SEO & CONTENT AUDIT
What pages work?
Which pages don’t work and why?
What content do we have?
What are we missing?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20
BE A TRUSTED GUIDE
What are the competitive differentiators, guide
the audience through the process and continue
to offer value for the life of the product.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23
BE A TRUSTED ADVISOR
Build loyalty and trust with your audience.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24
ESTABLISH AUTHORITY
With consistent, high-value content that
gives value to your audience.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25
SEARCH ENGINE OPTIMISATION
Win higher rankings and be rewarded with
page views with high quality, optimised
content that provides value to the reader.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26
KEY TAKEAWAY
PEOPLE BUY INTO YOU,
BEFORE THEY BUY FROM YOU.
7 blog topics guaranteed to work every time
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28
“Content is king, but distribution is
queen and she wears the pants.” Jon Steinberg, President, Buzzfeed
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34
AR
TIC
LE
Website
Blog Post
Social Media
Direct Mail
Newsletters
SOCIAL MEDIA
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35
GREMLIN YOUR CONTENT
Turn one story into many
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36
OUTBRAIN / TABOOLA
Content recommendation platform
Content to content relationship
Cheaper than Adwords
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39
STAND OUT FROM THE CROWD
What is your pink shirt?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40
FIND YOUR TOPICThen create the best, most relevant and useful content on the internet.
Don’t be ordinary, be EXTRAODINARY!
www.wordconnect.com.au @morethanroute66 41
HOW INTERESTING IS YOUR CONTENTAsk yourself “Is this content more interesting than my partner?”
(or this scrumptious cupcake below)
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 42
BUYERS JOURNEYAre you showing up in your prospects
self-determined buying journey?
Without content, there is no search.
Without search, no one would
find your content.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 45
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 46
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