content marketing: a new way to win new business · and give away my trade secrets? consider: ! how...
TRANSCRIPT
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Content Marketing: �A New Way to Win New Business
Charles Ogden, CEO !Antics Digital Marketing
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Creating, publishing and promoting !valuable, authentic content to help !
your key audience(s) on your blog !and through social media.
What is content marketing?
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How will our content be truly useful? How will we help our customers?
Value
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How will our content reinforce our brand?
Authentic
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Holy Cow! Do I have to become a publisher?
A common reaction
Consider: !How do you spend your advertising budget?
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Hold on! I need to share my expertise online !and give away my trade secrets?
Consider: !How much money does your firm make selling expertise?
Another common reaction
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How it works: content marketing flow
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3 simple steps
Plan Create Publish / Promote
Audience Value Topics
Calendar Resources
Write/Edit Record Imagery Produce
Blog Social media
Groups
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Find
Need
Search
Consider
Connect
Website & content collection
Marketing Your customer
Publish
Plan Create
Repeat
Sales
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Find
Need
Search
Consider
Connect
Website & content collection
Marketing Your customer
Publish
Plan Create
Repeat
Sales
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MONTH
MONTH MONTH
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Types of content
Expert Advice Case Studies Commentary
Process insights Market Insights
Interviews Survey/Report
NON-PROMOTIONAL
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Delivery formats
Website Article
Blog Post
Infographic
Video Podcast
eBook
Webinar
Whitepaper
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Why has content marketing become so popular?
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Σ∞ f (Mc)2 = en √ 2π t -4n
Why has content marketing become so popular?
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Content Marketing = More RFPs = More Revenue
SALES
MARKETING
Why has content marketing become so popular?
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Client
Broker Consultant
Vendor
Supplier
The supply chain
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Client
Broker Consultant
Vendor
Align with partnership approach
Partnership!
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What makes a good partner?
Valuable, smart, thoughtful insights!that help move projects and business forward!
Reliability, quality, consistency
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What’s more powerful?
Phone:!
“I read that the impact of the
proposed trade policies is 29% higher
prices on steel, fasteners, lumber and
sheet metal”
The Anticipated
Impact of Proposed
Trade Policies on the
Commercial
Construction Industry
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Client Broker Consultant
MORE RFPs
PARTNERSHIP
PARTNERSHIP
Vendor
The impact
Help them make more money
Become a !trusted source
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Companies using content marketing
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VS
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More new business More awareness More candidates
More sales support More repeat business
Why?
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Leveraging content
For Sales | For Brokers | For Clients
Collateral / POV Proposals
Presentations
Email nurturing!Content registration!Framed lobby art
Direct email Direct mail Trade show
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Target 10x return within 12-24 months
ROI
Consider: !What is your average deal size?
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How can I do this with limited resources?
Getting started
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Schedule at least 2 hours per week
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Start with Planning Define a strategy: !
Our program is going to be the X where these people get Y
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Give yourself deadlines
Planning
MONTH 1
MONTH 2
MONTH 3 MONTH 4
Audience(s) & Needs
Personas
Competition
Content Strategy
Editorial Calendar
Blog platform & social media accounts
Content Development
Sources
Draft
Review
Finalize
Publish
Promote
Continue
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Enlist your SMEs Engineers
Salespeople Executives
Service Suppliers
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Monthly Schedule
Outreach
WEEK 1 WEEK 2 WEEK 3 WEEK 4
Outreach
SME Draft
Interviews Create Review/Publish
SME Interview
Review/Edit
Write/Edit
Finalize
Finalize
Publish
Promote
Review Calendar
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Need help writing? Find a professional to write or edit
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Frequency Start with 1-2 per month
Then 2-4 per month Then 1-2 per week
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Value Authenticity Imagery Quality vs. Frequency
Considerations
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Learn from other people’s mistakes, and their recoveries
Stay in tune
#WhyIStayed
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Define a strategy: !Our program is going to be the X where these people get Y Create valuable content that helps your audience Content marketing is a long-term initiative – keep it going
Key Takeaways
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Questions
?!!
