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An intro to content marketing, produced for a seminar at college
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An Intro to...
C ontent Marketing “Developing a customer experience to build
true loyalty with existing customers …creating marketing strategies that win new
clients and projects”
The creation and distribution of content to attract new customers and keep current customers interested in your business
Why look into this?• I know a bit about it, but I really need to expand my knowledge
• It’s important for creatives who want to expand their client base
Especially important for creatives without a physical product
How can content marketing be beneficial?• 70% of your potential audience would rather get to know a business
through custom content1
• Companies noted a rise in sales after posting on social media2
How can content marketing be beneficial?• 61% of customers are more likely to buy from companies with content
marketing3
• It can increase you SEO and make you easier to find
What wil l I be discussing• Generating content
• Distributing it
Deciding on what content to produce
• Who is your audience?
• What do they value?
• How can you add value to your community?
• What are some hot topics in your discipline?
• Is there any news you can comment on?
And what not to produce
• Don’t just talk about yourself and your sales
• Avoid clichés, Internet memes, and deep meaningless quotes
• Make sure your images and text are of a high quality
Types of content marketing
Book reviews
Product reviews
How to guides
infographics
eBooks
Case studies
Interviews
eBooks & downloads
• A short electronic book, that can be displayed on different devices
• Often given in exchange for an email address
• Should be bright and visual
• Made to inform and educate
A graphic designer shares downloadable calendars, and another offers wall papers for
phones and laptops• limetreefruits.com
• designlovefest.com
A health food blog offers a smoothie recipe book• juicemaster.com
A toy knitter shares a free
knitting pattern• fuzzymitten.com
Pros :
C ons :
• Easy to read, and portable• Can be created in Microsoft
Word
• Take a long time to research and put together
• You need an eye for design
V ideo content& live-streaming
• More and more people are able to view videos due to smart phones and higher Internet speeds.
• Over a billion hours of video are watched each month on YouTube4
Lifestyle bloggers enrich their blogs with fashion tips• frillyandfancy.blogspot.co.uk
An Interior Designer creates a digital room make-over for a random subscriber each week• robesondesign.com
A blacksmith shows off his work in progress
• youtube.com/aweme
Case Study:How to Dance for Men
• Had small business teaching professional men how to dance in clubs
• Set up YouTube channel in 2012 to share small videos
• Within a few months, there was demand for a website
• Now earns $27,000 a year passive income from YouTube advertising, and premium guides on his site
reddit.com/r/Entrepreneur/comments/24q0ln/how_i_built_a_27000year_passive_income/
Pros :• It’s free
• Videos are easy to share
C ons :• Will need specialist equipment and
editing skills, or you hire someone to help you
• Not everyone has high enough Internet speeds
Blog Posts
• Can be many many things:Reviews Lists Opinions Guides
Work updates Inspirations Interviews
Product placements Case studies
• Blogging can make your brand more approachable and human
An App Developer shares crowdfunding advice• journal.darkskyapp.com
A designer/maker shares development diaries• through-the-round-window.blogspot.co.uk/
Craft site, Etsy, showcases top products and shops• etsy.com
Pros :
C ons :
• Low cost marketing tool• Can be used to start discussions within
your community• Is very easy to set up
• Takes some planning and scheduling• Content must be what your target
audience is interested in
Distributing the content
• Social Media:• Tweet a link to it
• Post it to your Facebook Wall
• Pin to an appropriate Pinterest board
• Post to your LinkedIn newsfeed
• Post to Google+ to raise the SEO of your site
• Create a community around your discipline using Reddit
• Send out to email list
And then afterwards...
• Keep up to date with comments and continue the commentary with your community
• Monitor the popularity of the posts with Google Analytics
• Find the posts that are most popular and generate more like them
So to sum up...
• Generate ideas based on what your customers what and what will bring value to your community
• Present the content in a way suitable for your audience
• Share and distribute it through appropriate channels
• Analyse the traffic you get from the content
• Improve on it and repeat!
Resources• Making an ebook:
• http://www.businessbanter.com/digital-talk/how-to-write-an-ebook-for-your-business-promotion/
• Making a video:• http://www.jasminestarblog.com/index.cfm?postID=1712&
• http://www.crafted.co.uk/latest/blog/what-makes-an-effective-promotional-video
• Making a business blog:• http://blog.hubspot.com/blog/tabid/6307/bid/6240/How-to-Create-a-Successful-Business-Blog-in-
Minutes.aspx (has an eBook too)
• http://www.entrepreneur.com/article/175236
Sources:
1. http://www.customcontentcouncil.com/news/roper-finds-majority-consumers-value-custom-media
2. http://www.forbes.com/sites/markfidelman/2013/05/19/study-78-of-salespeople-using-social-media-outsell-their-peers/
3. http://www.customcontentcouncil.com/news/content-marketing-%E2%80%93-powerful-local-businesses
4. https://www.youtube.com/yt/press/en-GB/statistics.html