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This presentation includes instructions on how to acquire and create relevant content for your target audience to: 1) draw new customers from social media sites to your website, 2) increase the amount of time they spend on your website, and 3) improve the changes they will purchase from you. For assistance create content for your website contact us at www.PowerStartMedia.com.
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Content Marketing How to promote your business online by developing, curating, and sharing meaningful content
by Maggie Barr, CEO
Power Start Media
5-22-13
Agenda
• Types of Online Content
• The Value of Sharing Content
• Curating Great Content
• Creating Great Content
• Developing a Content Marketing Plan
• Conclusion
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Types of Online Content
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• Blogs: on-site & offsite
• Social Media Posts
• Articles for online news sites
• Email Newsletter
• Webinars, Podcasts
• Whitepaper downloads
– To use as incentives for email names
• Infographics
• Videos
Types of Online Content
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• Top Social Media Sites:
Sharing with Friends
News for Enthusiasts
Business Contacts
Like Facebook with maps
Place to host videos
Place to host pics & videos
The Value of Sharing Content
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1. Competitive Differentiation - When comparing alternative suppliers content establish expertise, credibility , and authority
o Be the authority compared to the rest
o Talk about how you compare on key decision criteria
The Value of Sharing Content
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2. Web Visitors - Content on social sites, blogs, and articles bring visitors to your website
3. Brand Exposure - Content emails & social posts keep brand at top-of-mind with existing customers for later when purchases are made
4. People will Share - Interesting content on social media sites can be shared with others
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The Value of Sharing Content
5. Content can move customers through the sales process from just considering different options to making a buying decision with you
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The Value of Sharing Content
6. Search Engine Optimization (SEO) – Google sends searchers to the best content not to the best products or websites
BEFORE:
SEO was about
keywords on your
website
NOW: SEO is about placing
content on your site and anywhere else where you can
point to your site
2013 2012 2011 2010 2009 2008
BEFORE:
SEO was about
Content on your
website
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The Value of Sharing Content
6. Search Engine Optimization ( cont.) – Get a higher ranking on Google Search
results by having dedicated topic pages
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Curating Great Content
• Social Media: What type of content should I share?
– 1/3 About Your Business
• Special Offers – people love deals & discounts!
• New products or services
• employee events, awards, new office….
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Curating Great Content
– 1/3 Valuable Information Links
• Industry news your target customers are interested in
• How-to tips in your product/service category
• In-depth articles and stories
• Online & in-person events & shows to attend
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Curating Great Content
– 1/3 Entertaining / Fun
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Curating Great Content
Every post
should have
a link and a
photo
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Curating Great Content
• How to re-use content:
– Include link to original source, or quote source
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Curating Great Content
• Sources for Great Content
– Google News “Saved Search” alerts
– Industry news portals & Industry association sites
– Product/Service companies that provide content
– Newsletters
you subscribe
to
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Creating Great Content
• Try to Blog weekly or monthly
– What knowledge do you have that others could use?
– What questions to novices ask you?
– Top 6 tips for ____________
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Creating Great Content
– A How-to document that’s ~4 pages long
– Do it yourself, or hire someone to write it for you
– Ask your customers …. “What would you like to learn how to do?”
• Create a Whitepaper or How-to Guide
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Creating Great Content
• Infographics
• People love to share them!
• Have one created for you
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Content Marketing Plan
Conclusion
• Content is easy to find!
• What do your customers want to learn?
• What’s cool & entertaining?
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• Create as you go
• Hold back content to engage & build relationships that last
• Content PAYS!
Your Presenter:
Maggie Barr
Power Start Media Boulder Creek, CA
408-454-6488
www.powerstartmedia.com
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“Your online publicity experts”
