7 ways to build your brand with content marketing
TRANSCRIPT
The
Publicity
Gal
Presents
7 Ways To Build
Your Brand With
Content
Marketing
Lisa Horn, CAS
Hello! I’m Lisa Horn, CAS, a.k.a. @ThePublicityGal, and I specialize in PR, content marketing & publicity using a journalistic approach. Authentic storytelling—not spin.
I put my 20 years of promotional products industry experience to work consulting with a number of suppliers, distributors and service providers on their publicity, catalog, social media and strategic communication efforts.
Takeaways: What You’ll Learn
In today’s webinar, we will:
Discuss current content marketing trends &
how they apply to the promo products industry
Understand 7 ways you can create content to
boost your brand
Learn essential content development tips to
get you started
Know the 3 must-haves to every content pieces
Get Social: Live Sharing
Tweet away!
Please use #WednesdayWebinar, @thepublicitygal and/or @paulkiewiet so everyone can engage in the conversation.
Product Or Service Purchasing
Habits In A Digital Age
Before making a consumer purchase, from a
book to a new car, what do you do? You put
Google to work—by investigating the product,
pricing & locations. And all this happens before
dropping a dollar.
The same is true in
business.
Why Content?
“Buyers need content that
makes them smarter and
more knowledgeable.
Businesses that provide
that content will win.”—Joe Pulizzi & Newt Barrett
Get Content, Get Customers
Content By The Numbers Content marketing costs 62% less than
traditional marketing & generates about 3 times
as many leads. (Source: DemandMetric)
60% of marketers create at least one piece of
content weekly (Source: eMarketer)
Only 32% of marketers say they are effectively
executing enough content (Source: Aberdeen)
The average organization spends 30% of its
marketing budget on content, with the most
effective spending 39%. (Source: CMI)
Top 5 Content Marketing Goals
According to the Content Marketing
Institute, marketers most often use content
to achieve these goals:
1. Brand Awareness
2. Lead Generation
3. Customer Acquisition
4. Thought Leadership
5. Engagement
Content: Selling Vs. Buying
Today’s buyers demand
much from their business
partners. They don’t
want to be sold; they
want to be given a
reason to buy.
Give them a reason by becoming a resource
that provides educational content, and you’ll
naturally attract buyers without the hard sell.
What Can Content Do? Tell Your Story
Educate Audience
Attract Buyers
Overcome Objections
Build Buzz
Create Trust
Build Loyalty
Convert Sales
Boost Your Brand With Content
1. Blogs
2. Social Media
3. Email
4. Newsletters
5. PR
6. Earned Media
7. Presentations
Blogs
Blogs allow you to publish content that you
own as frequently as you want, building an
information asset that builds year after year.
What blogging platform is right for you?
Check your options:
http://knolzone.com/2014/03/beautiful-
best-blogging-platforms/
Blogs: Fast Facts
The most effective B2B marketers believe blogs
are the most powerful content marketing tactic (Source: CMI)
82% of marketers who blog see positive ROI for
their inbound marketing. (Source: HubSpot)
Brands that create 15 blog posts per month
average 1200 new leads per month (Source:
HubSpot)
Social Media
Today, participation in social media is
expected. The key to success is using the
platform where your audience is engaged.
Social Media: Fast Facts
The most common content marketing tactic is
social media, used by 87% of marketers.
B2B marketers believe LinkedIn is the most
effective social media network for content
promotion
49% of small businesses believe SlideShare is
highly effective content promotion
(Source: CMI)
EmailPeople who opt in to your email list want to hear from you. Make it worth their time!
Go beyond just sending product. Give ideas on how to use it, info to make their job easier…and enhance your sales process.
Customers who receive email newsletters spend82% more when they buy from the company. (Source: iContact)
Newsletters
Newsletters are a powerful communication
tool as a stand-alone vehicle or when
combined with other content
marketing tactics.
Electronic or Print? Both?
Success: Must commit to a regular publishing
schedule.
Publicity & PRBeing featured in media outlets relevant to
your audience not only boosts your visibility but
also provides an independent third-party
endorsement that enhances your credibility.
Press Releases
Media Interviews
Bylined Articles
Earned Media
Earned media, whether
quoted interviews or
bylined articles, showcase
your expertise and boost
your credibility…and help
you reach new readers.
Look for opportunities in media that your
customers and prospects read!
Presentations
Teaching is one of the most definitive ways
to demonstrate your expertise. Look for
opportunities locally, nationally…or host
your own.
Education Sessions
Webinars
Keynote Speeches
Getting Started
Understand Your
Audience
Think Like A
Journalist
Write What You
Know
Before you begin your content marketing
journey, consider 3 best practices:
Understand Your AudienceBefore putting fingertips to keyboard, you must
first understand your
audience’s information
needs. What are their
pain points and how
can you be a resource
to make life easier?
Remember: Content must be meaningful,
relevant & actionable—which can only be
determined by your audience.
Think Like A Journalist
Look for the story behind the sale. Don’t sell.
Address needs, solve problems, offer advice.
Write about experiences. Give examples.
Main content mistake: Writing about what you
want to say rather than what your audience
wants to hear. Instead of thinking like a marketer,
think like a journalist.
Write What You KnowAfter identifying the kind of info that appeals to your audience, then develop content. Avoid writers block by writing what you know. It:
Allows you to be authentic—and that’s what readers want.
Gives you the opportunity to share expertise & develop a reputation around your skills.
Helps develop your style & voice without having to stress out about subject matter.
Content Ideas: A Jumpstart What questions do customers frequently ask?
(addresses current needs & wants)
What questions should customers ask?(offers solutions not previously considered)
What recent projects have been successful?(showcases your expertise while giving ideas)
What do my customers want to do better?(provides needed advice)
Content Must Haves
Every piece of content you publish should
contain 3 essential elements:
1. A clickable headline(Get 28 headline writing ideas here:
http://www.momeomagazine.com/hate-writing-
headlines-28-fill-in-the-blank-headlines/)
2. A compelling opening paragraph that
further draws readers in
3. A call to action at the end
Editorial Calendar
Avoid writers block. Develop a set of content
categories first then build an editorial calendar.
Provides framework for communication
Offers accountability through deadlines
Allows planning around future events
Makes it possible to write in blocks & schedule
what’s done…reducing any panic writing
because of no recent posts.
Integrate & Maximize
People consume content in a variety of ways. Increase content visibility & ROI on your efforts by combining content pieces.
Example: Blog Posts Publish on social media Distribute via email Include in internal/external newsletter Combine several related short posts to create a
column length article for earned media Combine several articles to create ebook
Content Builds Reputation
Every post, tweet, status
update, photo & video
is a piece of content
that has the potential to
positively or negatively
reflect on your
reputation & that of your company.
What message are you sending?
Think twice before you post!
Everyone Is A Publisher
The simple act of
posting anything
online makes you
a publisher.
Are you thinking
like one?
Final Thoughts
Content that has no real value (Happy Monday!) is just noise. Don’t post unless you have something relevant to add to the conversation.
Think about your audience’s needs rather than your own—and build content from there.
Everything you post has the potential to build—and conversely detract—from your personal & corporate brand. Be smart about your content.
Content Differentiates
“This is what great
marketing is all about—
turning a standard
product that could be
available anywhere into
an incredible & ownable
brand experience.”
—Jim Joseph
The Experience Effect
Make A Commitment
What top three things that you learned
today will you implement immediately?
Make a commitment to do it and set a
deadline.
Share your goals with others and keep each
other accountable.
Questions?
Connect With Me
http://thepublicitygal.com
http://www.linkedin.com/in/lisakhorn/
http://twitter.com/thepublicitygal
http://www.facebook.com/lisakhorn.biz
You’ve been a great
audience!