Hollister Creative Content Marketing Workshop

  • Published on
    06-Apr-2016

  • View
    217

  • Download
    0

Embed Size (px)

DESCRIPTION

Workshop on content marketing

Transcript

  • Content Marketing WorkshopWhy and how to generate sales leads

    from content you share on the Internet

    2014 Hollister Creative, Inc.All rights reserved

    HollisterCreative.com

  • 1Goals for this workshop

    1. Understand what content marketing is

    2. Understand why investing in content marketing makes sense for most companies

    3. Understand how your company can generate sales leads from content you share online

  • HollisterCreative.com

    Goals for this workshop

    1. Understand what content marketing is

    2. Understand why investing in content marketing makes sense for most companies

    3. Understand how your company can generate sales leads from content you share online

  • 2Section 1What is

    content marketing?

  • HollisterCreative.com

    What is

    content marketing?

  • 3Content marketing is a marketing tacticOther marketing tactics that might be more familiar to you are exhibiting at trade shows, pay-per-click ads and direct mail.

    Savvy marketers use multiple tactics and plan them so that they work together to reinforce your brand and message.

  • HollisterCreative.com

    Content marketing is a marketing tacticOther marketing tactics that might be more familiar to you are exhibiting at trade shows, pay-per-click ads and direct mail.

    Savvy marketers use multiple tactics and plan them so that they work together to reinforce your brand and message.

  • 4Content is information you create in any formExamples of digital content you can share online:

    Article Case study Contest Customer story Digital magazine Ebook Email newsletter Expert Q&A Game Help forum How to explainer

    Informational graphic Photo gallery Podcast Poll and results PowerPoint Pro and Conopinion piece Tip sheet Review Video Webinar White paper

  • HollisterCreative.com

    Content is information you create in any formExamples of digital content you can share online:

    Informational graphic Photo gallery Podcast Poll and results PowerPoint Pro and Conopinion piece Tip sheet Review Video Webinar White paper

  • 5Content created for marketing is purposefulIts purpose is:

    To attract the right audience

    To engage people who have an interest in a product or service you sell

    T o convert those people into leads for your sales team

  • HollisterCreative.com

    Content created for marketing is purposefulIts purpose is:

    To attract the right audience

    To engage people who have an interest in a product or service you sell

    T o convert those people into leads for your sales team

  • 6Content for marketing is not an advertisement It provides information and/or entertainment that is valuable to

    your audience

    It demonstrates your companys knowledge and experience by showing, not telling

    It doesnt ask the reader to buy anything

  • HollisterCreative.com

    Content for marketing is not an advertisement It provides information and/or entertainment that is valuable to

    your audience

    It demonstrates your companys knowledge and experience by showing, not telling

    It doesnt ask the reader to buy anything

  • 7Content marketing requires distributionContent cant fulfill its marketing role unless you:

    Pull in your audience by placing the content on your website or blog, and optimizing the content so that people find it when they search online for information on that topic

    and

    Push out to your audience by sending the content, or a link to it, via email, social media and possibly offline promotion

  • HollisterCreative.com

    Content marketing requires distributionContent cant fulfill its marketing role unless you:

    Pull in your audience by placing the content on your website or blog, and optimizing the content so that people find it when they search online for information on that topic

    and

    Push out to your audience by sending the content, or a link to it, via email, social media and possibly offline promotion

  • 8Section 2Why should I

    invest in content

    marketing?

  • HollisterCreative.com

    Why should I

    invest in content

    marketing?

  • 9People like to buy, but dislike being sold to More than 200 million Americans have registered on the FTCs

    Do Not Call list thats two-thirds of U.S. residents

    86% of people watching pre-recorded television shows always fast forward through the ads (YouGov research for Deloitte)

    The click-through rate for online display ads is 0.19% for standard media, 0.18% for rich media (DoubleClick by Google)

  • HollisterCreative.com

    People like to buy, but dislike being sold to More than 200 million Americans have registered on the FTCs

    Do Not Call list thats two-thirds of U.S. residents

    86% of people watching pre-recorded television shows always fast forward through the ads (YouGov research for Deloitte)

    The click-through rate for online display ads is 0.19% for standard media, 0.18% for rich media (DoubleClick by Google)

  • 10

    People do research online before they buy 97% of consumers use online media to research products or

    services in their local area (BIA Kelsey 2010)

    Consumers spend an average of 79 days gathering information before making a major purchase (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013)

    79% of consumers say technology empowers them with more information and the knowledge that they are getting the best deal (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013)

  • HollisterCreative.com

    People do research online before they buy 97% of consumers use online media to research products or

    services in their local area (BIA Kelsey 2010)

    Consumers spend an average of 79 days gathering information before making a major purchase (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013)

    79% of consumers say technology empowers them with more information and the knowledge that they are getting the best deal (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013)

  • 11

    Businesses buy the same way consumers buy IHS GlobalSpec reports on surveys of North American technical professionals show:

    74% use the Internet to find components, equipment, services and suppliers

    69% use it to compare products across suppliers

    59% rely on digital research to narrow down their options before getting a vendor involved; they dont make contact with vendors until the evaluation or purchase stages later in the buying process

    Reports cited: 2014 Digital Media Use In The Industrial Sector and 2013 Understanding the Industrial Buy Cycle

  • HollisterCreative.com

    Businesses buy the same way consumers buy IHS GlobalSpec reports on surveys of North American technical professionals show:

    74% use the Internet to find components, equipment, services and suppliers

    69% use it to compare products across suppliers

    59% rely on digital research to narrow down their options before getting a vendor involved; they dont make contact with vendors until the evaluation or purchase stages later in the buying process

    Reports cited: 2014 Digital Media Use In The Industrial Sector and 2013 Understanding the Industrial Buy Cycle

  • 12

    We all buy from those we know, like and trustFree, relevant content helps people

    get to know your company as an expert and leader in your industry

    grow to like your company because it reaches out to them in an authentic and helpful manner

    develop trust in your company as the one most able to relieve their pain

  • HollisterCreative.com

    We all buy from those we know, like and trustFree, relevant content helps people

    get to know your company as an expert and leader in your industry

    grow to like your company because it reaches out to them in an authentic and helpful manner

    develop trust in your company as the one most able to relieve their pain

  • 13

    Content is the #1 way to optimize a websiteIn fact, it is now the only effective way

    Google has killed nearly all previously effective SEO tactics while rewarding sites that have relevant content

    Each blog post adds a page to your website, giving Google another page to index and giving your site another topic for which it can show up in search results

    Blogs on company websites result in 55% more visitors, 97% more inbound links and 434% more indexed pages

  • HollisterCreative.com

    Content is the #1 way to optimize a websiteIn fact, it is now the only effective way

    Google has killed nearly all previously effective SEO tactics while rewarding sites that have relevant content

    Each blog post adds a page to your website, giving Google another page to index and giving your site another topic for which it can show up in search results

    Blogs on company websites result in 55% more visitors, 97% more inbound links and 434% more indexed pages

  • 14

    Content marketing is highly cost effective Content marketing costs 62% less than traditional marketing and

    generates about 3 times as many leads per dollar spent (Demand Metric)

    Over a 2-year period, cost-per-lead from content marketing is 31% less than cost-per-lead from paid search (Kapost/Eloqua study)

    B2B companies with blogs generate 67% more leads per month than companies without blogs (Social Media B2B)

    The website conversion rate is higher for brands that do content marketing 2.9% versus 0.5% for brands that dont a 6x advantage for the content marketers (Aberdeen)

  • HollisterCreative.com

    Content marketing is highly cost effective Content marketing costs 62% less than traditional marketing and

    generates about 3 times as many leads per dollar spent (Demand Metric)

    Over a 2-year period, cost-per-lead from content marketing is 31% less than cost-per-lead from paid search (Kapost/Eloqua study)

    B2B companies with blogs generate 67% more leads per month than companies without blogs (Social Media B2B)

    The website conversion rate is higher for brands that do content marketing 2.9% versus 0.5% for brands that dont a 6x advantage for the content marketers (Aberdeen)

  • 15

    Section 3 How can my

    company generate

    sales leads from

    content marketing?

  • HollisterCreative.com

    How can my

    company generate

    sales leads from

    content marketing?

  • 16

    1. If you are not blogging, start now. If you are blogging, blog smarter.

    First, a few technical points about blog setup

    Make your blog part of your website, not a separate domain; that way, your entire site gets the SEO benefits of higher Google rank from more content and more backlinks

    If your current website platform doesnt have a great blog option, integrate a WordPress blog

    Install an SEO plugin that guides you in optimizing each blog post for search; for WordPress, we recommend the Yoast plugin

  • HollisterCreative.com

    1. If you are not blogging, start now. If you are blogging, blog smarter.

    First, a few technical points about blog setup

    Make your blog part of your website, not a separate domain; that way, your entire site gets the SEO benefits of higher Google rank from more content and more backlinks

    If your current website platform doesnt have a great blog option, integrate a WordPress blog

    Install an SEO plugin that guides you in optimizing each blog post for search; for WordPress, we recommend the Yoast plugin

  • 17

    2. Develop a blog content strategyAligning each blog topic with the strategy will ensure that your content is purposeful

    Purpose: Attract the right audience

    Strategy: Write for your buyers and their influencers; define their job titles, demographics and motivations

    Title

    Age

    Gender

    Education

    Motivators

  • HollisterCreative.com

    2. Develop a blog content strategyAligning each blog topic with the strategy will ensure that your content is purposeful

    Purpose: Attract the right audience

    Strategy: Write for your buyers and their influencers; define their job titles, demographics and motivations

    Title

    Age

    Gender

    Education

    Motivators

  • 18

    Purpose: Engage them

    Strategy: Answer the questions they have at each stage of the buying process, from awareness to vendor selection

    Is there a solution to this problem?

    What are all the ways to solve it?

    Who can help me solve it?

    Which vendor will be best?

  • HollisterCreative.com

    Purpose: Engage them

    Strategy: Answer the questions they have at each stage of the buying process, from awareness to vendor selection

    Is there a solution to this problem?

    What are all the ways to solve it?

    Who can help me solve it?

    Which vendor will be best?

  • 19

    Purpose: Convert them into leads

    Strategy: With every blog post, offer them options to learn more, ask a question, contact you or request a rep call

    Want to learn more? Go to www.this-page-on-our-website.com

    Have a quick question? Click for live chat to ask it right now

    Ready to contact us? Call 444-444-4444 or email info@ourcompany.com

    Want a rep to call you? Submit this form so we know the best number

    to reach you and the best time to call

  • HollisterCreative.com

    Purpose: Convert them into leads

    Strategy: With every blog post, offer them options to learn more, ask a question, contact you or request a rep call

    Want to learn more? Go to www.this-page-on-our-website.com

    Have a quick question? Click for live chat to ask it right now

    Ready to contact us? Call 444-444-4444 or email info@ourcompany.com

    Want a rep to call you? Submit this form so we know the best number

    to reach you and the best time to call

  • 20

    3. Give the blog a voice and personalityDull, dry, passionless or plodding will turn off readers

    Choose a company voice consistent with your brand

    Speak passionately about the things your company is passionate about

    Enfuse the voice with excitement about the subject matter

    Give meaty facts but spice them up by expressing the companys well-informed attitudes and opinions

    Aim for thought leadership, which requires not just subject matter expertise, but also industry knowledge, trend analysis, vision and the confidence to say something new that all your peers arent already saying

  • HollisterCreative.com

    3. Give the blog a voice and personalityDull, dry, passionless or plodding will turn off readers

    Choose a company voice consistent with your brand

    Speak passionately about the things your company is passionate about

    Enfuse the voice with excitement about the subject matter

    Give meaty facts but spice them up by expressing the companys well-informed attitudes and opinions

    Aim for thought leadership, which requires not just subject matter expertise, but also industry knowledge, trend analysis, vision and the confidence to say something new that all your peers arent already saying

  • 21

    4. Make a realistic plan to blog regularlyConsistency is key to building an audience and a library of content with detailed answers to audience questions

    Commit to providing the necessary resources

    Require that blog articles be posted on a firm schedule

    Assign the job of blog manager to a qualified employee or an outside contractor

    Provide incentives for every person in your organization to submit questions asked by prospects and customers

    Ask that employees respond promptly to requests for information or an interview from the blog manager or writer

  • HollisterCreative.com

    4. Make a realistic plan to blog regular...