Content Marketing: How to Market

Your Design Agency on Any Budget

CONTENT MARKETING A marketing technique that creates and distributes valuable content to your target audience.

Content marketing talks with people

Your unique expertise + the issues your audience cares about = effective content marketing

What your business wants to achieve & what your marketing needs to achieve

in the next 6 months

GOALS • Building awareness • Establishing your expertise • Moving leads along the purchase path • Cross selling or up-selling • Serving existing customers • Generating new leads

Your unique selling proposition (USP)

It’s not about being the best, it’s about

being different.

teachable moments unique approach behind the scenes

show off your work people who are involved

Ideas and Themes

Independent web designer: Design philosophy (unique)

Portfolio work (show/people) Freelance life (behind)

Design how-to’s (teach) Free downloads (unique)

CEO of digital agency: Startup strategy (unique/teach)

Staff profiles (people) Client work (show/people) Behind the curtain (behind) Doing good (unique/behind)

Ideas and Themes

Social mediaYour brand content

Other brand’s channelsEmail

content

Facebook Flickr Google+ Instagram LinkedIn Pinterest Tumblr Twitter

Autoresponders Newsletters

Blog Case studies eBooks Infographics Microsites Podcast Videos Webinars White papers

Editorial Forums

Guest blog posts

Content marketing: a snapshotTHE MEDIUM THE PROMOTION

Blog post: The secret behind successful web design projects

White paper: 10 questions to ask before hiring a web designer

• Share it on your social media accounts (drip)

• Feature it in your newsletter • Send it to people in your

network who would benefit

• Feature it on your homepage • Add it to bookmarking sites • Make it the CTA for bios,

newsletters & outbound marketing

Content creation => Promotion

MARCH Type Title Promotion Notes

Mar 3 Blog postThe secret behind

successful web design projects

3/3-FB share 3/3-send to network

3/4-Twitter share 3/24-feature in newsletter

Find image for post

Mar 10 Blog post Staff profile: Jerrod Same as above Need Jerrod responses

Mar 17 Website launch n/a

3/17-Social media announcement

3/17-Giveaway for person who finds any typos/bugs

Write SM posts

Mar 24 Newsletter Behind the scenes of our web redesign

3/20-Twitter call for mailing list sign-ups

Build template

CALENDAR PENDING PUBLISHED

EDITORIAL CALENDAR

Analytics

Did the content do what you wanted it to do?

If so, replicate for next time. If not, re-tool and try again.

Write and schedule in

batch

Social media bios

Call to action Unusual Expert

@Bidsketch Web app used by freelancers, consultants, and agencies to create professional looking proposals in minutes.

@KellySims Web dev, instigator, beer crafter, Nice Guy™. I help make the internet better at @codesly. I make good beer at Crooked Brothers Brewery.

@PizzaHut Ever wonder how a round pizza fits in a square box? Or why there isn’t delivery in your area? Give us a shout when we do a good job, or give us a shout when we don’t.

@JamieCrager Serial Chips & Salsa Eater | Love Humans, Coffee & My Grill | Married a Canadian | Founder & CEO, Crowdshifter & blazefly | Co-Author nxt Facebook 4 Dummies

Keep it simple. Follow what delights you.

Put yourself in your audience’s shoes.

Questions?

AnaOttman.com @AnaOttman