Upload
wsi-france
View
2.693
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Retrouvez 7 astuces pour améliorer et transformer vos efforts en Marketing Digital grâce à du Contenu : 1. Définir correctement votre Contenu en accord avec votre stratégie Digitale 2. Utiliser du Contenu pour développer une marque personnalisée et attractive. 3. Pas de contenu pas de visibilité 4. Comprendre quelles informations vos prospects recherchent 5. Croisez votre Marketing de contenu avec votre entonnoir de conversion 6. De la promotion des produits à l’éducation du consommateur 7. Comment des experts peuvent vous fournir du contenu de qualité et développe votre visibilité Plus d’infos : http://bit.ly/YmFLLn
Citation preview
7 Content Marketing Tips To transform Your Digital Marketing Effort
©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.
• All lines are muted
• Submit questions via dashboard
• Q&A session at end
P R O F E S S I ON AL B AC K G R O U N D • 10 years of Experience in the Digital Industry • International Speaker & Trainer • Avid blogger • Masters degree in Information Technology • Certified by WSI
AWAR D S
• 10 WSI awards covering; • Excellence in Mentorship/Search marketing/Web
Analytics/Paid Search Marketing • Community Excellence for Exceptional Contribution
M EM B E R O F
• Professional Speakers Association
@francoismuscat
/francoismuscat
Blog.wsioms.co.za
What This Webinar will Cover
1. Matching your content to your marketing plan 2. Using content to develop a personable, attractive
brand 3. No content – No brand visibility 4. Understand what information your prospects
search for 5. Matching your content to the sales funnel 6. Product Promotion to Consumer Education 7. Experts provide quality content & develop
credibility
©2013 WSI. All rights reserved.
1. MATCHING YOUR CONTENT TO YOUR MARKETING PLAN
©2013 WSI. All rights reserved.
List your Marketing Goals
Lead Generation
Brand Awareness
Customer communication
Sell more product Grow online brand Thought leadership
Get new customers
Develop strong online reputation
Retain loyalty
Increase reach
Educate on use of product/service
Connect with market segments
©2013 WSI. All rights reserved.
Traditional vs. Digital
• Direct mail
• Sales
• Advertising
• TV
• Radio
• Brochure
©2013 WSI. All rights reserved.
• Social Media
• SEO & PPC
• Video
• Podcast
• Website
Offline to Online Old school to New school
Type of Content
©2013 WSI. All rights reserved.
Video
Podcasts
Slides
Info-graphics
Games
Website content
Curated content
User generated content
• Blogs
• Articles
• Wikis
• White Papers
• E-Books
• Webinars
• Case Studies
• Photos
2. USING CONTENT TO DEVELOP A PERSONABLE, ATTRACTIVE BRAND
©2013 WSI. All rights reserved.
Develop your Personal Brand
• People deal with people they know – Society is moving more towards full
transparency as a sign of truth and trust. That goes for corporations and individuals as well
©2013 WSI. All rights reserved.
Thought Leadership
• Saying you are an expert doesn’t mean people believe you are
• You need to create content showing your expertise – Blogging
– Video
– Slide presentations
– Tweeting
©2013 WSI. All rights reserved.
Thought Leadership
• Then you need to engage with your audience and you do this using social media platforms like: – LinkedIn
– Google Plus
• Use these platforms to inform/engage with your audience
©2013 WSI. All rights reserved.
Creating the salesman of the future
©2013 WSI. All rights reserved.
Builds a solid online reputation that clearly shows they are an industry expert
Masterfully use social networking & communication tools to connect
Adept at creating & delivering digital content that provides value to customers
Can leverage socialCRM to study prospects & customers for buying signals & information
3. NO CONTENT – NO BRAND VISIBILITY
©2013 WSI. All rights reserved.
Develop brand with web properties
©2013 WSI. All rights reserved.
Develop brand with web properties
©2013 WSI. All rights reserved.
Regular blogging
©2013 WSI. All rights reserved.
Online Asset
©2013 WSI. All rights reserved.
Builds an asset over time
4. UNDERSTAND WHAT INFORMATION YOUR PROSPECTS SEARCH FOR
©2013 WSI. All rights reserved.
Quality persuasive content
©2013 WSI. All rights reserved.
Publish relevant and educational content that persuades your readers that you are an expert in your field.
Quality content
©2013 WSI. All rights reserved.
Identifying your content requirements
• Create buyer personas
• Develop buyer persona profiles
• Keyword research ©2013 WSI. All rights reserved.
Name your personas
©2013 WSI. All rights reserved.
Develop Buyer Profiles
©2013 WSI. All rights reserved.
What do they do online?
What information do they look for?
What problems are they trying to solve?
What products do they buy from you?
Develop Buyer Profiles
©2013 WSI. All rights reserved.
Which products do they research?
Why do they use your products?
What kind of search terms do they use?
What social networks can you reach them on?
Persona profile
©2013 WSI. All rights reserved.
Persona profile
©2013 WSI. All rights reserved.
Steven Early 40s Large IT company Driven by quarterly targets
Business travel nationally
Sales incentive trips
Attend conferences
You’re always available
Flexible in making last minute changes
Reliable with great service
Research sales motivation How to increase
sales using social media to develop & maintain relationships
Social media & sales motivation Sales incentive ideas
LinkedIn Tech savvy Laptop Tablet Smartphone
Personas improve your SEO strategy
©2013 WSI. All rights reserved.
Keyword Research
©2013 WSI. All rights reserved.
WWW.UBERSUGGEST.ORG
Keyword Research
©2013 WSI. All rights reserved.
Keyword Research
©2013 WSI. All rights reserved.
Ask a question for each keyword phrase
©2013 WSI. All rights reserved. IS Does
Brand building with Long Tail
©2013 WSI. All rights reserved. Source: Optify
5. MATCHING YOUR CONTENT TO THE SALES FUNNEL
©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.
Match content to funnel
©2013 WSI. All rights reserved.
6. FROM PRODUCT PROMOTION TO CONSUMER EDUCATION
©2013 WSI. All rights reserved.
Times are Changing
©2013 WSI. All rights reserved.
Marketers controlling the message, medium & brand
Consumers are informed & in control
To
7. EXPERTS PROVIDE QUALITY CONTENT THAT DEVELOPS CREDIBILITY
©2013 WSI. All rights reserved.
Share your expertise
©2013 WSI. All rights reserved.
Small Business Owners
©2013 WSI. All rights reserved.
Leverage LinkedIn & Facebook
Credible content builds trust
©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.
• Provide advanced digital marketing solutions
• Businesses of all sizes and industries
• World’s largest network of Internet Consultants
• Service more than 80 countries internationally
• Industry winning solutions
• Corporate head office in Toronto, Canada
©2013 WSI. All rights reserved.