content marketing workshop by maggie barr of power start media

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Content Marketing How to promote your business online by developing, curating, and sharing meaningful content

by Maggie Barr, CEO

Power Start Media

5-22-13

Agenda

• Types of Online Content

• The Value of Sharing Content

• Curating Great Content

• Creating Great Content

• Developing a Content Marketing Plan

• Conclusion

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Types of Online Content

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• Blogs: on-site & offsite

• Social Media Posts

• Articles for online news sites

• Email Newsletter

• Webinars, Podcasts

• Whitepaper downloads

– To use as incentives for email names

• Infographics

• Videos

Types of Online Content

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• Top Social Media Sites:

Sharing with Friends

News for Enthusiasts

Business Contacts

Like Facebook with maps

Place to host videos

Place to host pics & videos

The Value of Sharing Content

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1. Competitive Differentiation - When comparing alternative suppliers content establish expertise, credibility , and authority

o Be the authority compared to the rest

o Talk about how you compare on key decision criteria

The Value of Sharing Content

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2. Web Visitors - Content on social sites, blogs, and articles bring visitors to your website

3. Brand Exposure - Content emails & social posts keep brand at top-of-mind with existing customers for later when purchases are made

4. People will Share - Interesting content on social media sites can be shared with others

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The Value of Sharing Content

5. Content can move customers through the sales process from just considering different options to making a buying decision with you

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The Value of Sharing Content

6. Search Engine Optimization (SEO) – Google sends searchers to the best content not to the best products or websites

BEFORE:

SEO was about

keywords on your

website

NOW: SEO is about placing

content on your site and anywhere else where you can

point to your site

2013 2012 2011 2010 2009 2008

BEFORE:

SEO was about

Content on your

website

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The Value of Sharing Content

6. Search Engine Optimization ( cont.) – Get a higher ranking on Google Search

results by having dedicated topic pages

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Curating Great Content

• Social Media: What type of content should I share?

– 1/3 About Your Business

• Special Offers – people love deals & discounts!

• New products or services

• employee events, awards, new office….

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Curating Great Content

– 1/3 Valuable Information Links

• Industry news your target customers are interested in

• How-to tips in your product/service category

• In-depth articles and stories

• Online & in-person events & shows to attend

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Curating Great Content

– 1/3 Entertaining / Fun

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Curating Great Content

Every post

should have

a link and a

photo

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Curating Great Content

• How to re-use content:

– Include link to original source, or quote source

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Curating Great Content

• Sources for Great Content

– Google News “Saved Search” alerts

– Industry news portals & Industry association sites

– Product/Service companies that provide content

– Newsletters

you subscribe

to

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Creating Great Content

• Try to Blog weekly or monthly

– What knowledge do you have that others could use?

– What questions to novices ask you?

– Top 6 tips for ____________

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Creating Great Content

– A How-to document that’s ~4 pages long

– Do it yourself, or hire someone to write it for you

– Ask your customers …. “What would you like to learn how to do?”

• Create a Whitepaper or How-to Guide

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Creating Great Content

• Infographics

• People love to share them!

• Have one created for you

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Content Marketing Plan

Conclusion

• Content is easy to find!

• What do your customers want to learn?

• What’s cool & entertaining?

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• Create as you go

• Hold back content to engage & build relationships that last

• Content PAYS!

Your Presenter:

Maggie Barr

Power Start Media Boulder Creek, CA

408-454-6488

Maggie.anne.barr@gmail.com

www.powerstartmedia.com

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“Your online publicity experts”