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According to a study by Google, people are engaging with more and more pieces of content before making a purchasing decision. Increasingly, this content is being developed not by publishers but by companies that understand the importance of educating, informing, and engaging with their customers. This webinar is targeted at executives and senior marketing professionals who want to gain a better understanding of what content marketing is, why it is effective, how it is done, and how its success should be measured.
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+
Content Marketing A New Years Revolution
January 30, 2014
Twitter: @topfloortech
+ Top Floor Technologies
Twitter: @topfloortech
Branding & Positioning
We help companies define and communicate what makes them unique.
Web Design &
Development
We create attractive, user-friendly websites that generate leads.
Search Marketing
We drive traffic to our clients' websites by getting them top rankings in search engine
results.
Content Marketing
We help clients create interesting, valuable content that attracts new customers and
engages existing customers.
+ Presenters:
Twitter: @topfloortech
Denny Yunk
Director of Marketing
@dennyyunk
Cal Fidler
Content Marketing Specialist
@Cal_Fidler
+ Agenda
What is Content Marketing?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ Housekeeping
To ask questions during the presentation, type
them in the chat bar on the right side of your
screen, or tweet them using the hashtag
#topfloorcontent.
We will devote the final 10 minutes of the
webinar to Q&A.
After the webinar, we will email you our slides.
We value your feedback!
Twitter: @topfloortech
+ Content Marketing What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ What Is Content Marketing?
Content marketing is the marketing
and business process for creating and
distributing valuable and compelling
content to attract, acquire, and
engage a clearly defined and
understood target audience – with the
objective of driving profitable customer
action.
Joe Pulizzi
“Epic Content Marketing”
Twitter: @topfloortech
+ Content Marketing What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ Why is Content Marketing important?
It is increasingly effective.
It accomplishes the key goals of each step of the marketing process:
“Through content, you connect. Content is the currency that powers
connection. It speaks to us, makes us want to share it, and motivates
people to buy.” – Jon Wuebben, Content is Currency
Customers demand it.
Google’s ―Zero Moment of Truth‖ study reported that in 2010, the average customer engaged with five pieces of content before making a purchase. In 2011, it had doubled to more than 10.
Your competitors are doing it.
Twitter: @topfloortech
Awareness Familiarity Preference Decision Loyalty
+ Your competitors are doing it.
Twitter: @topfloortech
Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
+ Your competitors are doing it.
Twitter: @topfloortech
Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
+ Content Marketing What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ Content Marketing Step by Step Guide
Determine Goals
Understand your Audience
Select Content Topics
Create Editorial Calender
Create/Collect Content
Publish Content
Twitter: @topfloortech
+ 1. Determine Goals What do you hope to accomplish with your content marketing?
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+ 2. Understand Your Audience
Develop personas for
each of your key
customer types
Identify their top priorities
Identify the sources they
look to for information
Develop key messages
for each persona
―Speak‖ in a voice that is
appropriate to them
Twitter: @topfloortech
+ 3. Select Content Topics
It’s about your customers, not about you
Feel Their Pain- Identify the need you want to satisfy with content.
Answer relevant questions
Solve their problems
Make their job easier
Twitter: @topfloortech
Twitter: @topfloortech
+ 3. Select Content Topics
Use current events to draw attention
Search.twitter.com – find relevant and trending hashtags
What is going on in your particular industry?
Trending.com
Twitter: @topfloortech
+
Twitter: @topfloortech
+ 3. Select Content Topics
Incorporate keywords
Choose top Keywords and incorporate them into your content and
topics.
Dig into your Google Analytics data to see what terms people are
using to find your website
Twitter: @topfloortech
+
Twitter: @topfloortech
+ 3. Select Content Topics
Use numbers and FAQs in your titles
―Top ten tricks for training your terrible terrier‖
“FAQ’s in Your Industry “
“Fifty Reasons why it is great to live in Wisconsin”
Share relevant content
Share other’s content that is relevant to your theme, industry or topic.
App.Swayy.co
Twitter: @topfloortech
+ 4. Create Editorial Calendar
Step 1: Plan out Topics for Content
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Month Industry or Major Topic
Major Events (trade show, relevant holiday,
company news, anniversary, etc.)
Planned Campaigns
(Sales or Marketing Campaigns)
Suggested Campaigns
January
February
March
April
May
June
July
August
September
October
November
December
+
Twitter: @topfloortech
4. Create Editorial Calendar Step 2: Choose types of content
- Blog
- E-Newsletter
- Whitepaper or E-book
- Videos
- Events
- Mobile
- Webcasts or Podcasts
- Infographics
- Photo
- Visual memes
+ 5. Create/Collect Content
Twitter: @topfloortech
- Assign content creators for each topic.
- EX: Each month one person is responsible for the blog topic
- Create a workflow for content creation to publish
- Re-purpose great content that has not been shared yet.
- Look through your website, sales materials, testimonials, case
studies or conversations with employees to find relevant content
that can be shared.
- Find Relevant content to share-
- 80% shared content
- 20% created content
Creator Producer Editor Publisher Manager
+ 6. Publish Content
Twitter: @topfloortech
•Social Media: Twitter, Facebook, Google+, LinkedIn, Pinterest, etc. Be sure to
share your content on any social network you participate on and ask brand
advocates to do so as well.
•Blogs: Promote your content not only on your own blog, but on other industry
blogs as well.
•Email: Consider sending an email announcement to your subscribers describing
your content.
•Press releases: If your content is newsworthy, think about crafting a press or
media release to promote your piece.
Utilize a Content Marketing Automation Service: Hootsuite, Sprout Social, Hubspot.
+ Content Marketing What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ Measuring Effectiveness
Twitter: @topfloortech
Source: www.marketingprofs.com
+ Summary
What is Content Marketing?
creating and distributing valuable and compelling content to attract,
acquire, and engage a clearly defined and understood target audience –
with the objective of driving profitable customer action.
Twitter: @topfloortech
How do you do it?
1. Determine your goals
2. Understand your audience
3. Select content topics
4. Create an editorial calendar
5. Create/collect content
6. Publish
7. Measure
8. Repeat!
Why is content marketing
important?
• It works!
• It accomplishes the key goals of
each step of the marketing
process.
• Customers demand it.
• Your competitors are doing it.
+ Q & A
Twitter: @topfloortech
+ Upcoming Workshop
Content Marketing: Defining audience personas and
creating an editorial calendar
Date: Thursday, February 20, 2014
Time: 1:30PM to 3:30PM
Location: Top Floor Technologies
2725 S. Moorland Rd.
New Berlin, WI
Register at www.topfloortech.com/seminars
Enter discount code WEBINAR to save $50 off the registration fee.
Twitter: @topfloortech
