1. www.valuablecontent.co.uk HOW TO USE CONTENT TO SET YOUR BUSINESS APART (AND MAKE YOU FEEL GOOD) A MARKETING MASTERCLASS FOR RICHMOND EXPO 6 JUNE 2014 SONJA JEFFERSON

2. 1. Why your content matters 2. 3 simple ingredients for content marketing success 3. Where to start when creating irresistible content 4. Your questions and a short exercise to take home WHAT WELL COVER TODAY www.valuablecontent.co.uk 3. MY SMALL BUSINESS www.valuablecontent.co.uk www.valuablecontent.co.uk @valuablecontent 4. THE NEW BUYER MENTALITY www.valuablecontent.co.uk 5. IS YOUR WEBSITE SAYING THE RIGHT THINGS? 6. IS YOUR WEBSITE SAYING THE RIGHT THINGS? www.valuablecontent.co.uk 7. CREATE CONTENT THAT HELPS Nobody cares about you and your products and services. They only care about themselves, their hopes and their challenges. David Meerman Scott The New Rules of Marketing and PR 8. www.valuablecontent.co.uk BE VALUABLE, LIKE HIUT DENIM http://hiutdenim.co.uk/ 9. www.valuablecontent.co.uk HIUTS CONTENT BUILDS A FAN BASE http://historytag.com/ 10. www.valuablecontent.co.uk BE VALUABLE, LIKE DESYNIT www.desynit.com 11. www.valuablecontent.co.uk www.desynit.com NOT SO VALUABLE IN THE PAST 12. www.valuablecontent.co.uk SERIOUSLY USEFUL NOW www.desynit.com 13. www.valuablecontent.co.uk SERIOUSLY USEFUL NOW www.desynit.com Advice for you from Amy @Desynit: Our top tip is work out 'why' you do it, tell that in a great story.... and the rest will follow. Go get 'um @richmondexpo! 14. www.valuablecontent.co.uk WHAT IS CONTENT MARKETING (& WHY DOES IT MATTER?) 15. www.valuablecontent.co.uk THE OFFICIAL DEFINITION Content marketing is a marketing technique of creating and distributing valuable, relevant and and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action. The Content Marketing Institute 16. www.valuablecontent.co.uk THE (LESS) OFFICIAL DEFINITION Content marketing is marketing that customers actually value. It doesnt even feel like marketing it just feels like answers to your questions. Sonja and Sharon 17. www.valuablecontent.co.uk CONTENT IS MARKETING FUEL Diagram by Velocity Partners www.velocitypartners.co.uk 18. www.valuablecontent.co.uk THE CONTENT MARKETING RECIPE 3 essential ingredients: 1 Be VALUABLE right story, right attitude 2 Add CONTENT right content, for your customers 3 Dont forget the MARKETING right platform, SHARE widely 19. www.valuablecontent.co.uk 1 GET YOUR STORY STRAIGHT 20. www.valuablecontent.co.uk THE VALUABLE MARKETING MANTRA 21. www.valuablecontent.co.uk 2 NOW ADD CONTENT 22. www.valuablecontent.co.uk LOTS OF CONTENT, LIKE MARK www.createfit.co.uk 23. www.valuablecontent.co.uk LOTS OF CONTENT, LIKE MARK www.createfit.co.uk Advice from @MarkDurnford for @RichmondExpo Keep clips short, well-edited, group into a relevant playlist. Avoid subjects youre not passionate about. 24. www.valuablecontent.co.uk OR LIKE CANOPY & STARS #valuablecontent 25. THE TROUBLE WITH CONTENT: www.valuablecontent.co.uk 26. www.valuablecontent.co.uk VALUABLE CONTENT IS Dont be content with just content. It has to be inherently valuable, surprisingly human or unexpectedly useful. 27. CONTENT FOR EVERY STEP OF THE SALE: www.valuablecontent.co.uk Step Content Awareness Snappy one liners that grab attention Interest Helpful stuff over a cup of tea Evaluation Evidence and endorsements prove it! Trial Make it easy to get a sense of being your customer Adoption Friendly the emotional connection Loyalty Keep the conversation going Steps from Watertight Marketing by Bryony Thomas www.watertightmarketing.co.uk 28. www.valuablecontent.co.uk GET YOUR MARKETING PLATFORM RIGHT Updateable website, with blog at its heart Social channels the ones your customers use, the ones you enjoy Email marketing tool (e.g. Mailchimp, Aweber) CRM a growing database of contacts A firm handshake and a big smile 29. www.valuablecontent.co.uk 3 THEN GET MARKETING 30. www.valuablecontent.co.uk SHARE THE VALUABLE STUFF 31. www.valuablecontent.co.uk GET YOUR WEB CONTENT RIGHT from this 32. www.valuablecontent.co.uk to this 33. www.valuablecontent.co.uk A CONSISTENT COMMITMENT 34. www.valuablecontent.co.uk START BY GETTING TO KNOW YOUR CUSTOMERS BETTER The better we know our audience, the better well be at writing content theyre likely to read and respond to. CHRIS BUTLER, NEWFANGLED 35. www.valuablecontent.co.uk YOUR CUSTOMERS QUESTIONS = YOUR CONTENT YOUR IDEAL CUSTOMER WHAT QUESTIONS ARE THEY ASKSING? WHAT ANSWERS CAN YOUR COMPANY PROVIDE Describe your ideal customer, and their desires and challenges. 36. WHAT CONTENT WILL YOUR CUSTOMERS VALUE? www.valuablecontent.co.uk 37. BONUS TIPS FOR RICHMOND EXPO www.valuablecontent.co.uk 38. www.valuablecontent.co.uk 39. Email me for the full GET TO KNOW YOUR CUSTOMERS exercise sonja@valuablecontent.co.uk Steal ideas from Valuable Content Award winners on our website http://www.valuablecontent.co.uk/valuable-content-award/ Lots of resources to help you in the Valuable Content Marketing book http://www.valuablecontent.co.uk/the-valuable-content-marketing-book/ BE GENEROUS, GET CREATIVE! the very best of luck with your content OTHER RESOURCES