content is king presentation by paul mcgarrity, octave online communications
DESCRIPTION
Content marketing is the practice of delivering quality, useful and engaging content to our customers or leads. It’s used to build brands, reinforce existing customer relationships and help attract new customers and clients. The content in question ranges from videos, whitepaper guides, how to guides on websites and blogs etc. At the heart of content marketing is the idea that businesses should now share and promote information to consumers so they can position themselves as useful, interesting, informative and authoritative.TRANSCRIPT
Content is King:
Content Marketing for
SMEs
Learning Objectives
• To understand what content marketing is
• Why changes in marketing require us to become content marketing practitioners
• How to manage changes in buyer behaviour and engage customers
• How and when to use the most important types of content to connect with customers in print and online.
Introduction
What is content marketing?
Understanding and listening to your customers…
… and delivering what they need and want
Why are Businesses Making the Change to Content
Marketing?
1. Change in buyer attitudes toward social media and the credibility of content
2. Traditional media sources can’t be counted on to assist you in reaching your customers
3. Shrinking media company budgets reduce content quality
4. Selling to your customers is becoming more challenging…
5. Because technology is both cheap and easy to use, even small companies can deliver great content
solutions to a targeted customer base.
Because people expect more engaging content...
Look at the data.
Content: Channels and Strategies
Websites…
The Problem?
Social Media Channels
Competitions
Updates
Photos / Videos
Polls
Discussions
Events
Announcements
The Facebook Content Checklist from Econsultancy
• Do you use the status update bar more than
once a day?
• Have you added upcoming events?
• Does your page have fun, widgets or games?
• Do you have a store locater?
• Do you ask for feedback from fans?
• Does your content make your fans feel special?
• Does your content promote fan involvement?
• Is it interesting and informative?
• Do you reward your most active Facebook fans?
• Do you have content that is only used on your
Facebook page?
The Facebook Content Checklist from Econsultancy
Video…
Promote a Spokesperson?
Demonstrate a Product?
Market an Event?
Video PR Tips
• Be Realistic
• Be Relevant
• Promote and Share
Whitepapers…
“The term white paper...... refers to documents used by businesses as marketing or sales tools. They argue that the benefits of a particular technology, product or policy are superior for solving a specific problem”
(Source: Wikipedia)
Blogs…
Great for B2B engagement.......
If you have time !
Making Great Content Happen
1. Determine Which Organisational Goals Will Be Affected by the Content
Programme
Increase number of customers by 20%
Generate an average of 10% revenue growth with our top 20% of customers
Sell consulting packages to 10 new customers in 2011
Decrease customer service calls by 20%
2. Determine the Informational Needs of the Buyer
Via…
• Phone calls and in-person meetings with customers – including people that you think should be customers
• Zoomerang or Survey Monkey e-mail surveys to customers and prospects
• Discussions with your customer service and sales personnel
• Listening to your customers with Google Alerts and Twitter
3. Determine What You Want Your Customer to Do and Why This Helps the
Business
• Downloading a white paper to extract more customer information
• Signing up for an e-newsletter or e-zine to begin creating a relationship with a prospect
• A trial offer or demo that begins a conversation between you and the customer
4. Determine the Product and Content Mix
Case Studies
Case Study 1
Miller Welds
Miller Welds – Who are they?
Content Marketing ObjectiveTo achieve an in-depth understanding of its customers so
that it can provide content that is relevant to helping them with critical welding-related issues.
How Miller Welds Embraced Content Marketing…
Website and Micro sites…
Product Simulators…
E-Newsletters...
Blog…
Social Networks…
The Results for Miller Welds…
Intense customer focus in the creation of broad-range content marketing underlies strong multiyear, double digit revenue growth.
Case Study 2
Kitchen Studio of Naples Inc.
Kitchen Studio of Naples – Who are they?
Content Marketing Objective
To use content marketing to increase visibility, credibility and
revenues.
How Kitchen Studio of Naples Embraced Content Marketing…
Website…
Blog & RSS Feed…
User Generated Content in The Naples Daily News Blog…
Social Networks…
The Results for Kitchen Studio of Naples…
Ann Porter has received a tangible return on her marketing investment in a 3-pronged Web Strategy.
Content Marketing
Best Practice
• Content marketing enables organisations of every size to attract and retain more customers
• It increases visibility, credibility and revenues
• To connect with your customers, your content must be vital to your customers’ informational needs while serving your underlying marketing objectives
• If you deliver great content you will get permission to capture critical customer data which will allow regular contact
• Regular contact allows you to market the product and service solutions your customers really need
Resources
Visit…
• http://www.contentmarketinginstitute.com/
• http://contentmarketingtoday.com/
• http://searchengineland.com/a-six-step-content-marketing-check-up-for-b2b-marketers-32799
www.linkedin.com/in/paulmcgarrity
www.OctaveOC.com
Why not join our Facebook Page? www.facebook.com/octaveonlinecommunications