Content is King:

Content Marketing for

SMEs

Learning Objectives

• To understand what content marketing is

• Why changes in marketing require us to become content marketing practitioners

• How to manage changes in buyer behaviour and engage customers

• How and when to use the most important types of content to connect with customers in print and online.

Introduction

What is content marketing?

Understanding and listening to your customers…

… and delivering what they need and want

Why are Businesses Making the Change to Content

Marketing?

1. Change in buyer attitudes toward social media and the credibility of content

2. Traditional media sources can’t be counted on to assist you in reaching your customers

3. Shrinking media company budgets reduce content quality

4. Selling to your customers is becoming more challenging…

5. Because technology is both cheap and easy to use, even small companies can deliver great content

solutions to a targeted customer base.

Because people expect more engaging content...

Look at the data.

Content: Channels and Strategies

Websites…

The Problem?

Social Media Channels

Competitions

Updates

Photos / Videos

Polls

Discussions

Events

Announcements

The Facebook Content Checklist from Econsultancy

• Do you use the status update bar more than

once a day?

• Have you added upcoming events?

• Does your page have fun, widgets or games?

• Do you have a store locater?

• Do you ask for feedback from fans?

• Does your content make your fans feel special?

• Does your content promote fan involvement?

• Is it interesting and informative?

• Do you reward your most active Facebook fans?

• Do you have content that is only used on your

Facebook page?

The Facebook Content Checklist from Econsultancy

Video…

Promote a Spokesperson?

Demonstrate a Product?

Market an Event?

Video PR Tips

• Be Realistic

• Be Relevant

• Promote and Share

Whitepapers…

“The term white paper...... refers to documents used by businesses as marketing or sales tools. They argue that the benefits of a particular technology, product or policy are superior for solving a specific problem”

(Source: Wikipedia)

Blogs…

Great for B2B engagement.......

If you have time !

Making Great Content Happen

1. Determine Which Organisational Goals Will Be Affected by the Content

Programme

Increase number of customers by 20%

Generate an average of 10% revenue growth with our top 20% of customers

Sell consulting packages to 10 new customers in 2011

Decrease customer service calls by 20%

2. Determine the Informational Needs of the Buyer

Via…

• Phone calls and in-person meetings with customers – including people that you think should be customers

• Zoomerang or Survey Monkey e-mail surveys to customers and prospects

• Discussions with your customer service and sales personnel

• Listening to your customers with Google Alerts and Twitter

3. Determine What You Want Your Customer to Do and Why This Helps the

Business

• Downloading a white paper to extract more customer information

• Signing up for an e-newsletter or e-zine to begin creating a relationship with a prospect

• A trial offer or demo that begins a conversation between you and the customer

4. Determine the Product and Content Mix

Case Studies

Case Study 1

Miller Welds

Miller Welds – Who are they?

Content Marketing ObjectiveTo achieve an in-depth understanding of its customers so

that it can provide content that is relevant to helping them with critical welding-related issues.

How Miller Welds Embraced Content Marketing…

Website and Micro sites…

Product Simulators…

E-Newsletters...

Blog…

Social Networks…

The Results for Miller Welds…

Intense customer focus in the creation of broad-range content marketing underlies strong multiyear, double digit revenue growth.

Case Study 2

Kitchen Studio of Naples Inc.

Kitchen Studio of Naples – Who are they?

Content Marketing Objective

To use content marketing to increase visibility, credibility and

revenues.

How Kitchen Studio of Naples Embraced Content Marketing…

Website…

Blog & RSS Feed…

User Generated Content in The Naples Daily News Blog…

Social Networks…

The Results for Kitchen Studio of Naples…

Ann Porter has received a tangible return on her marketing investment in a 3-pronged Web Strategy.

Content Marketing

Best Practice

• Content marketing enables organisations of every size to attract and retain more customers

• It increases visibility, credibility and revenues

• To connect with your customers, your content must be vital to your customers’ informational needs while serving your underlying marketing objectives

• If you deliver great content you will get permission to capture critical customer data which will allow regular contact

• Regular contact allows you to market the product and service solutions your customers really need

Resources

Visit…

• http://www.contentmarketinginstitute.com/

• http://contentmarketingtoday.com/

• http://searchengineland.com/a-six-step-content-marketing-check-up-for-b2b-marketers-32799

www.linkedin.com/in/paulmcgarrity

www.OctaveOC.com

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