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Attracting and retaining customers The role of content marketing and Digital PR
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About Me
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Content?
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Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly-defined audience….
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— and, ultimately, to drive profitable customer action.
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93% of B2B Marketers use content marketing.
Source: http://contentmarketinginstitute.com/
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It’s much easier to communicate with a new audience by creating and giving away quality content, rather
than just asking them to buy your product.
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Great content builds trust over time and keeps prospects close to you.
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Trust comes before the sale.
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Without trust, consumers won’t buy from you. We shop at Amazon because we trust that our items will
be delivered promptly and that the product is as promised
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Is content king?
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Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to
followers(19.7% vs 2.5%).
(Via Aberdeen)
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Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
(Via Demand Metric)
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Infographics do not equal instant success!
:(
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We love content with purpose
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Profitable Customer Action
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What is good content?
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What is good content?Answers questions
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What is good content?Is visible at the right pointIn the user journey
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What is good content?Aids navigation
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What is good content?Encourages users to stayon site
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What is good content?Matches brand ethos
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What is good content?Informs or entertains
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What is good content?Removes doubt
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What is good content?Can be scaled
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What is good content?Is readable across devices
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What is good content?Is delivered quickly
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Content RolesContent roles
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The Playmaker
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Assist the customer in their purchase consideration
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Make the proposition of the product/service that it promotes
appeal to the target audience
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Play a vital role in the customer journey
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The Crowd Pleaser
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Popular Option
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Infographics do not equal success!
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Three main objectives
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Entertaining the target audience whilst following the brand ethos
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Appealing to websites that cover the content topic
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Building brand awareness through online publications and social media
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The Influencer
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CEO’s Best Friend
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Three Main Objectives
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Promoting the service/product to the target audience
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Building trust with your audience and promoting the benefits of the service/product
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Direct visitors to pages within the website
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The Researcher
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Displaying new information which is easy to analyse
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Appealing to Authors within the industry
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Combining your offering with the research
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EXAMPLE
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Google Keyword Planner - Topic research tool
Answer The Public - Topic researchhttp://answerthepublic.com/
Reddit - Research industry content via community https://www.reddit.com/
Quora - Questions per industryhttps://www.quora.com/
Buzzsumo - Find high performing contenthttp://buzzsumo.com/
Online communities, industry publications, authors, competitors!!!
Research Tools
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Visual.ly - Outsource content and get quoteshttp://visual.ly/
GIMP - Free photoshop softwarehttps://www.gimp.org/
Easely - Free infographic toolhttps://www.easel.ly/
Animoto - Quick and easy video editing https://animoto.com/
Content creation tools
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Buzzstream or Google Sheets - Relationship management tool http://www.buzzstream.com/
ResponseSource - Connect with publications/journalistshttp://www.responsesource.com/
HARO - Connect with publications/journalistshttps://www.helpareporter.com/
Ahrefs/Majestic SEO/Open Site Explorer - Find which publications link to your competitorshttps://ahrefs.com
Search Engine Queries - https://www.optimizesmart.com/10000-search-engine-queries-for-your-link-building-campaign/
Promotion tools
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Content marketing allows you to have more one objective
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Deciding on content objectives/roles is critical for ROI
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Authentic Methods
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Real Stories
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Share it with your audience
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Profitable Customer Action
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THANK YOU
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uk.linkedin.com/in/eddwilson
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