Welcome Fellow Marketers!
Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution
How you can put content marketing to work on your website!
This Morning: Listening, Learning, Doing
• Why Content Marketing is the Future of Marketing• Why Your Website is Vital to Your Success• Building a Customer-centric Website Together
Why Old-fashioned Marketing Stopped Working
The Real Reason We’re Not Buying Cars
Marketing from 1948 to 1998: Almost Nothing Changed
Timeless Marketing Commandments
• Your job: – B to B: Make your customers successful– B to C: Make your customers’ lives better
• 1st understand, then be understood
• Listen, really listen to your customers
• Engage your customers in dialogue
How Your Buyers Used to Find Solutions to Their Needs:
• Talk to company sales reps
• Read trade publication ads and articles
• Read product literature• Go to trade shows• Talk to colleagues
• TV, Radio, Print, Outdoor Advertising
• Yellow Pages• See your business sign• Read an article about you• Talk to trusted friends
Business 2 Business Business 2 Consumer
Marketing from 1998 to 2008:
Almost Everything Changed
Buying Transformation
• Make up their own minds
• Thorough research before contact
• Don’t want to be interrupted
• Don’t want to be sold
21st Century Marketing: Traditional Media Can’t Do the Job
The Fate of Marketers Who Fail To Make Fundamental Changes
“Your Brand is What Google Says It Is,”-Author, David Meerman Scott
It’s All About Content Marketing
Your buyers find you online
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
3 Very Different Content Marketing Success Stories
• David Lawrence Center
• Dustin Meyer
• Sky Road Consulting
David Lawrence Center:Becoming Really Accessible
• Trista Meister is only communications person
• Partnered with local web design firm
• Old website was content challenged
• New website is content-rich
• Easy entry for future clients
• Complements fundraising
Old David Lawrence Website
Old David Lawrence Interior Page
New David Lawrence Website
When You Really Need Help
Facebook & Photographer
• Young demographic
• Word of mouse
• Visual power
• Go direct to students
• 50+% $$ from FB
Small Companies Benefit the Most from Great Websites
Let Your Visitors Drill Down
Kevin’s Words of Wisdom Apply to Your Website, Too!
“Publishers sometimes seem to forget that their audience expertise is their greatest asset.”
The Key to Successful Content Marketing:
Translate Your In-Depth Customer Understanding into Relevant and
Compelling Content
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
Now We Roll Up Our Virtual Sleeves
We’re going to create a small business website that delivers
content and customers
Hyper Local Magazine
Nice ¼ Page Ad in BB Journal
What’s missing from this ad?
What’s Your Next Step?
Not Much Help from
How Many$$$ for Online Yellow Book?
After checking 6 links, I Still Have Serious Unanswered Questions
• Does this agency understand my insurance problems?
• Do they have the expertise to solve my insurance problems?
• How are they unique?
• Can I can trust this agency?
• If they don’t have a website, can I take them seriously?
Just Any Website Won’t Do
It’s all about the company and not about their customers’ problems
It’s Not Enough to Provide A Smattering of Information
Don’t Be An Online Used Car Sales Guy!
Award Winner for Content Not for Being Graphically Cool
Making Renter’s Insurance Relevant and Compelling
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
Your Next Steps: Answer These Questions
• Who are your ideal customers?
• What are their most pressing problems?
• What online information can you provide to solve those problems?
• What changes are essential to rebuild your website to make it customer-centric and content rich?