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An overview of content marketing concepts and principles combined with examples, resources and exercises. This slideshow simplifies Content Marketing in a way that makes it possible for any business to get started.
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www.woodstreet.com @jonmikelbailey
Content Marketing
How to use contentto win business, and
build trust…
www.woodstreet.com @jonmikelbailey
What is Content Marketing?“Traditional marketing and advertising is telling the
world you’re a rock star.
Content Marketing is showing the world that you are one.”
- Robert Rose, from Content Marketing Institute
www.woodstreet.com @jonmikelbailey
What we’ll talk about1. Types of Content
2. Buyer Personas
3. Content marketing channels…
Social, Email, Blog, Mobile
4. Editorial Calendars
www.woodstreet.com @jonmikelbailey
Types of Content“Expert” Content• Reviews• Testimonials• Instructional Posts
Educational Content• Blogs• Videos• Podcasts
Curated Content• RSS Feeds• Social Marketing• Channels like ScoopIt!
Conversion Content• Product Overviews• Email Newsletters• Landing Pages
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Expert ContentYou are an expert! Yes, you!
How does your audience know this?• Others tell them
• You show them how to do things
• You answer their questions
• You have fans promote your stuff
www.woodstreet.com @jonmikelbailey
Educational ContentYour target audience needs your help!
They don’t know what you know!• Write how-top posts
• Top 10 Lists
• Instructional video and podcasts
• Your expert knowledge in their language
www.woodstreet.com @jonmikelbailey
Curated ContentYour are not the only resource!
Share other’s useful content!• Gather content via email, alerts & RSS
• Share that content on social channels
• Open up guest posting on your blog
www.woodstreet.com @jonmikelbailey
Conversion ContentYou still need to sell!
How can you use content to convert?• “Give away” eBooks, Whitepapers
• Instructional content with a call to action
• Content makes the sale,
explain the benefits
www.woodstreet.com @jonmikelbailey
Buyer PersonasDefine Your Target Audience
1. Identify groups
2. Develop “characters”
3. List common characteristics
4. List their needs
5. List your goals
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Buyer Personas
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
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First Exercise – Buyer Persona Chart
1. Develop buyer persona
chart for one member
2. Share and discuss
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Content Marketing Channels
• These are your content “outposts”
• Use content to attract site visitors
• Build your blog outreach
• Become a resource
• Seek syndication
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Content Marketing Channels
• Social channels
• Email Newsletters
• Seminars and SlideShare
• BizSugar and other directories
• Optimize for mobile!!!
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Editorial CalendarMonth Topic Date Author Persona Channels
Jan Mobile Marketing 1/7/13 Jon Brad Social…
Feb Trade Show Mktg 2/7/13 Jon Jennifer Email…
Chart Headings:
• Date• Title/Description• Status• Due Date
• Publish Date• Type of Content• Producer• Editor
• Target Audience• Distribution Channels• Promotion Channels• Tags
• Metrics• Notes
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Exercise: Editorial Calendar
Chart Headings:
• Date• Title/Description• Status• Due Date
• Publish Date• Type of Content• Producer• Editor
• Target Audience• Distribution Channels• Promotion Channels• Tags
• Metrics• Notes
Develop a sample 3 month editorial calendar for same company as the personas…
1. Same company2. Use headings below
Month Topic Date Author Persona Channels
Jan Mobile Marketing 1/7/13 Jon Brad Social…
Feb Trade Show Mktg 2/7/13 Jon Jennifer Email…
www.woodstreet.com @jonmikelbailey
And I’ll leave you with a quote…I asked Ann Handley, author of Content Rules,what the most important takeaway from her book was…
“Be relentlessly customer-focused and not corporate-focused. Ask yourself, as a business owner…
‘What marketing will my customer THANK me for?’”
www.woodstreet.com @jonmikelbailey
QUESTIONS???Suggested resources:
www.woodstreet.com
www.marketingprofs.com
www.contentmarketinginstitute.com
www.zeromomentoftruth.com
www.mediapost.com
www.heidicohen.com
Contact me:
www.woodstreet.com
@woodstreetweb
@jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x101
Read these two books… Content Rules! And Optimize!
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