content marketing by daniel oyston from content grasshopper
TRANSCRIPT
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CONTENTMARKETINGONLINE
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Understanding CM
NBN Impact on Marketing
NBN Opportunities
Getting Started – Hands In
Introductions
AGENDA
Questions/Discussion
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introduction
“Hi, my name is ...”
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what is content marketing?
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Content marketing is an umbrella term for any marketing that involves the creation and sharing of media and publishing content in order to acquire customers.
The basic premise is to provide some valuable information or entertainment (content) that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.”
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awareness
research
evaluation
decision
purchase
post-evaluation
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it is not a sprint
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it won’t break the bank
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NBN impact on content marketing
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more people connected more quickly
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increase
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NBN enhanced channels
WEBINARS
VIDEO
DIGITAL MAGS
APPS
PODCASTS
VIRTUAL CONF
SLIDESHARE
COURSES
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VIDEO
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WEBINARS
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DIGITAL MAGAZINES
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APPS
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SLIDESHARE
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VIRTUAL CONFERENCES
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PODCASTS
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COURSES
receive income
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People Consume/Learn Differently
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One Idea = Many Channels
Let’s create a 10 Step Guide!
1 blog per week = 184 pieces of content
52
52 52 12 12 4
52 52 52 52 52
shared 260 times
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how to start
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The steps ahead are not the be all and end all of content marketing.
They are simply provided to help you think about some key areas and begin to
formulate a strategy and/or plan.
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what are your goals for CM?
task: identify
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what are competitors doing?
task: research
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content mission statement
task: create one
1. core audience
2. what they will get
3. audience outcome
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examples
P&G’sHomeMadeSimple.com
Whether it’s a delicious recipe, an inspiring décor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that’s truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.
Inc. Magazine
Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses..
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what are common questions?
task: document
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coming up with angles
task: reverse engineer
flat plantemplate
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Don’t look at what they are writing about, but rather the idea itself. That means ignoring what an interview is about, and just focusing on the fact that it is an interview.
transplant ideas
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your template
Allows you to extract value without confusing the picture with content ideas.
By simply replacing their ideas with yours, you can build a well thought out content plan that can then be translated into a content or editorial calendar that you can repeat, with new ideas, for several months.
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what do you have?
> Understanding of Content Marketing> Understanding of how the NBN can enhance marketing
> Set goals for content marketing> Understand of what CM competitors are undertaking> Created a content marketing mission statement> Topic ideas (common questions)> Created a list of content types
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& DISCUSSION