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Content Marketing: What Is It?
Presented by Professor Joe Hines714-872-0561www.thrivebusinessdirectory.com
Benefits of Content Marketing
Create Awareness.Credibility, Expertise.Emotional connections.Explain or Teach.Build Trust.
Marketing Pyramid
This is the traditional marketing pyramid.It’s still true today.These successive steps, from Awareness to Action move them from prospect to “Clo$ed Cu$tomer”.
Old School Advertising.
Old school advertising offered no opportunity for a two-way exchange. and gradually became ineffective – tuned out. In essence it was “Let’s talk about me for a while!”. Sales by hypnosis doesn’t work too well anymore.
Content Marketing.
The premise of content marketing is based on talking to prospective people about what’s interesting to THEM!
What’s Happening Here?
• Specific needs.• Specific target markets.• Developing content that
speaks to real people.
What is a Buyer PersonaAnd Why Does it Matter?
Get the answer to this question.Link tohttp://soctk.com/3JH
What Do These Things Have in Common?
Articles Email NewslettersImages InfographicsWebinars WorksheetsTutorials Blog PostsQ&A Series EbooksAnimated Videos White PapersPodcasts
• Video• Infographic• PR
• White Papers• How-To Blogs• Landing Pages• Social
• Comparison Tables• Webinars• Demos
• Case Studies• Reviews’
• Email • Blogs• Social
CCustomer Ascension Model
Improving Your ResultsLos Cabos Mexican Foods Newsletter Example
Month Email Subject Line
Email Delivery Time
Number of Opens
Number of Clicks
Click Thru Rate
August Los Cabos August 2015 Newsletter
5:00 am 373 106 28.4%
September Your School Food Service News For September Has Been Delivered!
8:00 am 370 55 14.8%
October More Great Tips and News for School Food Service from Los Cabos Mexican Foods
11:30 am 530 91 17%
Planning Frontiers
Stage in Buying Process
Buyer Persona Sales Funnel
NeedIdentification
Physical Demographics
Top of Funnel
Exploration Media Habits Mid-FunnelNarrowing Social and Cultural Bottom-of-FunnelPurchase Learning
PreferencesPost-Purchase