Content marketing 101 webinar

Jennifer Beaupre / Content Marketing 101

Providing Quality Content to Earn Customers’ Trust

CONTENT MARKETING 101

June 18, 2014 | 10am PDTtextbroker.com

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VP of Global MarketingJennifer Beaupre

[email protected]

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Jennifer Beaupre / Content Marketing 101PAGE 3

AGENDA Why content marketing is a vital part to online marketing strategy What content resonates best with customers and prospects How to measure content marketing success How to maintain a content calendar Other benefits of content marketing, including SEO and social media How Textbroker helps companies excel with content marketing


INTRODUCTION

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What is content marketing?

Content marketing’s purpose is to attract and retain customers by consistently

creating and curating relevant and valuable content with the intention of changing or

enhancing consumer behavior.

Brands are now publishers. They must provide quality content to gain their potential customers’ trust.


Why content marketing? Traditional advertising and marketing has become less effective in recent years Web users like to be informed when making purchases Vital to search engine optimizationEntertaining, helpful, and informative Lead capturing => sales


WHY CONTENT MARKETING?B2B companies invest 30% of marketing budget into content marketing*textbroker.

Why? Lead generation Increased reach and recognition Image development Customer development Benefits searchability


WHERE DOES CONTENT LIVE? Social media sites Video hosting – YouTube, Vimeo Company website Blogs Presentations

Clear, consistent messaging across all platforms is essential. You never know where your potential customers will find you first.


WHAT CONTENT DO YOUR CUSTOMERS WANT?

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Presenter’s Name / Presentation Title

Creating a content marketing strategy

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Content is a tricky strategy, because we can't always predict what will be well received.


A content marketing company or an energy drink company?

CASE STUDY: RED BULL GIVES YOU WINGS


BUYER FUNNEL

Education

Qualification

Purchase


CONTENT FUNNEL

Education – Brand Awareness

Qualification – Case Studies

Purchase – Product Info

80%

15%

5%


Buyer Persona + Lead Stage = Focused Content

RELEVANT CONTENT

Educational: Website content, blogs, social media Qualification: Case studies, ROI, use scenario Purchase: Datasheet, tutorials


MEASURING CONTENT MARKETING SUCCESS

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How did a user find you?

GOAL TRACKING

Analytics allow you to track a user’s entrance and referral point. Set up

conversion goals to determine the source of each sale. Measure the value of sales versus

the cost of content marketing.


How many shares is your content getting?

SOCIAL SIGNALS

Keep track of the number of shares, views, and impressions each piece of your content

receives. Social media platforms provide analytics. Make sure your content is easily

sharable from your website!


HOW TO MAINTAIN A CONTENT CALENDAR

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Internal content audit

DETERMINE WHAT YOU HAVE

Review all of your collateral and determine which buyer personas and which stage of

the buying process it applies to.


Post-audit brainstorming

DETERMINE WHAT YOU NEED

After you have an understanding of where your collateral falls into the

content funnel, map out what content you need to create.


Blogs, Articles, White Papers

CREATE AN EDITORIAL CALENDAR

Determine who is best suited to write your content. Sometimes internal sources are

best, while other times external sources are best. Stick to a calendar, and you’ll be a

publisher in no time!

Thank you!QUESTIONS?

Jennifer BeaupreVP of Global Marketing

[email protected]

PAGE 22 Jennifer Beaupre / Content Marketing 101