7 conseils de marketing de contenu pour améliorer votre marketing digital
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7 Content Marketing Tips To transform Your Digital Marketing Effort
©2013 WSI. All rights reserved.
©2013 WSI. All rights reserved.
• All lines are muted
• Submit questions via dashboard
• Q&A session at end
P R O F E S S I ON AL B AC K G R O U N D • 10 years of Experience in the Digital Industry • International Speaker & Trainer • Avid blogger • Masters degree in Information Technology • Certified by WSI
AWAR D S
• 10 WSI awards covering; • Excellence in Mentorship/Search marketing/Web
Analytics/Paid Search Marketing • Community Excellence for Exceptional Contribution
M EM B E R O F
• Professional Speakers Association
@francoismuscat
/francoismuscat
Blog.wsioms.co.za
What This Webinar will Cover
1. Matching your content to your marketing plan 2. Using content to develop a personable, attractive
brand 3. No content – No brand visibility 4. Understand what information your prospects
search for 5. Matching your content to the sales funnel 6. Product Promotion to Consumer Education 7. Experts provide quality content & develop
credibility
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1. MATCHING YOUR CONTENT TO YOUR MARKETING PLAN
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List your Marketing Goals
Lead Generation
Brand Awareness
Customer communication
Sell more product Grow online brand Thought leadership
Get new customers
Develop strong online reputation
Retain loyalty
Increase reach
Educate on use of product/service
Connect with market segments
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Traditional vs. Digital
• Direct mail
• Sales
• Advertising
• TV
• Radio
• Brochure
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• Social Media
• SEO & PPC
• Video
• Podcast
• Website
Offline to Online Old school to New school
Type of Content
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Video
Podcasts
Slides
Info-graphics
Games
Website content
Curated content
User generated content
• Blogs
• Articles
• Wikis
• White Papers
• E-Books
• Webinars
• Case Studies
• Photos
2. USING CONTENT TO DEVELOP A PERSONABLE, ATTRACTIVE BRAND
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Develop your Personal Brand
• People deal with people they know – Society is moving more towards full
transparency as a sign of truth and trust. That goes for corporations and individuals as well
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Thought Leadership
• Saying you are an expert doesn’t mean people believe you are
• You need to create content showing your expertise – Blogging
– Video
– Slide presentations
– Tweeting
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Thought Leadership
• Then you need to engage with your audience and you do this using social media platforms like: – LinkedIn
– Google Plus
• Use these platforms to inform/engage with your audience
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Creating the salesman of the future
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Builds a solid online reputation that clearly shows they are an industry expert
Masterfully use social networking & communication tools to connect
Adept at creating & delivering digital content that provides value to customers
Can leverage socialCRM to study prospects & customers for buying signals & information
3. NO CONTENT – NO BRAND VISIBILITY
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Develop brand with web properties
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Develop brand with web properties
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Regular blogging
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Online Asset
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Builds an asset over time
4. UNDERSTAND WHAT INFORMATION YOUR PROSPECTS SEARCH FOR
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Quality persuasive content
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Publish relevant and educational content that persuades your readers that you are an expert in your field.
Quality content
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Identifying your content requirements
• Create buyer personas
• Develop buyer persona profiles
• Keyword research ©2013 WSI. All rights reserved.
Name your personas
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Develop Buyer Profiles
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What do they do online?
What information do they look for?
What problems are they trying to solve?
What products do they buy from you?
Develop Buyer Profiles
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Which products do they research?
Why do they use your products?
What kind of search terms do they use?
What social networks can you reach them on?
Persona profile
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Persona profile
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Steven Early 40s Large IT company Driven by quarterly targets
Business travel nationally
Sales incentive trips
Attend conferences
You’re always available
Flexible in making last minute changes
Reliable with great service
Research sales motivation How to increase
sales using social media to develop & maintain relationships
Social media & sales motivation Sales incentive ideas
LinkedIn Tech savvy Laptop Tablet Smartphone
Personas improve your SEO strategy
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Keyword Research
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WWW.UBERSUGGEST.ORG
Keyword Research
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Keyword Research
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Ask a question for each keyword phrase
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Brand building with Long Tail
©2013 WSI. All rights reserved. Source: Optify
5. MATCHING YOUR CONTENT TO THE SALES FUNNEL
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©2013 WSI. All rights reserved.
Match content to funnel
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6. FROM PRODUCT PROMOTION TO CONSUMER EDUCATION
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Times are Changing
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Marketers controlling the message, medium & brand
Consumers are informed & in control
To
7. EXPERTS PROVIDE QUALITY CONTENT THAT DEVELOPS CREDIBILITY
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Share your expertise
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Small Business Owners
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Leverage LinkedIn & Facebook
Credible content builds trust
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©2013 WSI. All rights reserved.
• Provide advanced digital marketing solutions
• Businesses of all sizes and industries
• World’s largest network of Internet Consultants
• Service more than 80 countries internationally
• Industry winning solutions
• Corporate head office in Toronto, Canada
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