wood street - content marketing - how to use content to win business, and build trust

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

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What we’ll talk about1. Types of Content

2. Buyer Personas

3. Content marketing channels…

Social, Email, Blog, Mobile

4. Editorial Calendars

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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

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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

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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

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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

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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…

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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?’”

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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

jbailey@woodst.com

@woodstreetweb

@jonmikelbailey

Facebook.com/woodstreetweb

301.668.5006 x101

Read these two books… Content Rules! And Optimize!