Create Brand Advocates with Content Marketing

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Fred RangerDirector, Brand & Marketing Communications

@YellowPages_ca

CONTENT IS AT THE CORE OF OUR MARKETING STRATEGY AND IS KEY TO OUR LEAD GENERATION STRATEGY AND IS ONE OF THE MOST EFFECTIVE WAY TO BUILD OUR PIPELINE.

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6% growth/year

510 MIN Per day in 2017

5Source: Contently

20%

Interest in “content marketing” has climbed steadily s ince 2011

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Why is Content Marketing such a big deal?

Source: eMarketer

MY PRECIOUS ROI

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PRODUCTPRICEPLACEPROMOTION

ROIRETURN ON INVESTMENT

ENGAGEEDUCATEEXCITEEVANGELIZE

RQIRETURN ON THE QUALITY OF INTERACTIONS

4 Ps + 4Es

+

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“The biggest requirement is a shift in mindset from creating messages that talk about us to creating content that solves problems for the people we want to reach.”

Ann Handley, MarketingProfs

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How does Content Marketing f it into the marketing funnel?

Visitors

Prospects

Marketing Qualified Leads

(MQLs)Sales

Qualified Leads (SQLs)

Won Deals

Nurture and qualify

Engage when sales ready

Attract and acquire

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How does Content Marketing f it into the marketing funnel?

Attract and acquire with CONTENT MARKETING

Visitors

Prospects

Marketing Qualified Leads

(MQLs)Sales

Qualified Leads (SQLs)

Won Deals

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How does Content Marketing f it into the marketing funnel?

Attract and acquire with CONTENT MARKETING

• Create Brand Awareness• Provoke Engagement• Generate Leads

Visitors

Prospects

Marketing Qualified Leads

(MQLs)Sales

Qualified Leads (SQLs)

Won Deals

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How does Content Marketing f it into the marketing funnel?

Attract and acquire with CONTENT MARKETING

• Create Brand Awareness• Provoke Engagement• Generate Leads

Visitors

Prospects

Marketing Qualified Leads

(MQLs)Sales

Qualified Leads (SQLs)

Won Deals

Ultimately create ADVOCATES OF YOUR BRAND

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Strategy and goal: Find customer pain point and create a piece of research that solves it

Planning and Ideation: Reversed engineered our target audience attention, pain points, intentions

Tactical (Distribution): Website, blog post, industry partners (Moz, IAB, SEMPO etc), press release, social media, display advertising, email.

Repurposing (Execution): Blog posts (12), Cheat sheets (10), infographics (2), webinars (4)

Opt imizing Content Exper ienceB u s i n e s s C a s e

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Content Marketing done r ightC a s e S t u d y

Results:130,000 points of contact with content 4x more downloads than any other content 450 MQLs22 new opportunities

Tips for Successful Content Marketing

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.

Tip #1: Unders tand who your audience i s and/or who you want i t t o be?T i p s f o r S u c c e s s f u l C o n t e n t M a r k e t i n g

REVERSE INGENNEER YOUR AUDIENCE INTERESTS

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ENSURE YOU ARE ADDING VALUE

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BE NATIVE TO THE PLATFORMS AND DEVICES

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GET TO A COMMONSCORECARD

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Let’s connect!https://ca.linkedin.com/in/fredranger

@fredranger

@lefredranger

Q&A

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Why is Content Marketing such a big deal?

Content Marketing

Search Engine Optimization

(SEO)

ThoughtLeadership

Content is also vital to SEO. Google’s MattCutts has repeatedly said that quality contentis key to Google rankings. Ultimately,businesses must “produce smart, user-focused content, or be condemned to searchengine purgatory.”

Content marketing is a tool that can help buildthought leadership and authority around yourbrand, putting your brand in a position ofinfluence, generating leads, and filling the topof the funnel.

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Tip #5: Create valuable content, but don’t reinvent the wheel each t imeT i p s f o r S u c c e s s f u l C o n t e n t M a r k e t i n g