Content MarketingEau Claire Marketing

Professionals Network

Thursday, January 28, 2010

The Plan

What content marketing is, how to use it

What the content can look like

Promoting your content

Using content to reach marketing goals

Examples of how content marketing works

and how it's benefited real companies

Resources

We’re here to learn…

What is Content Marketing?

The art of communicating with your customers and prospects without selling

It’s not interruption marketing.

How to use it

Attract Customers (Inbound Marketing)

Less selling!

Self-publishing is faster

Build awareness and credibility

Leads directly to Permission

Build your database

Identify web visitors

Educate, connect, engage

customers

The Stats

SEO most effective online marketing tactic

◦ Forbes 2009 Ad Effectiveness Survey

80% of business decision makers prefer to get company

information in a series of articles versus an advertisement

70% say content marketing makes them feel closer to the

sponsoring company

60% say that company content helps them make better

product decisions

◦ Custom Publishing Council and Roper Public Affairs

What does it look like?

Print Magazines/

Newsletters

eNewsletters/eZines/Email

eBooks/White Papers

Video Series

Webcasts/Virtual Events

Digital Magazines

Guides and tutorials

Social Content

Marketing/Social Media

Product/service pages

Blog posts.

Articles, FAQs

Twitter tweets

Top 10 lists/Best practices

How good is your content?

Specific?

Informative, relevant and valuable?

Educational?

Create interest and desire?

Emotional? Connected to real life?

By Laura Lake, About.com Guide

Promoting your content

As always, know your goals. Be specific!

Above all, write compelling content

Social media provides a great way to spread your

content

PR distribution sites

SEO

Direct mail

Email

Online and offline

How will you measure it?

“Before you can love other people, you have to first love yourself."

What is your brand story?

What are the areas of expertise you want to stand for?

What are the tenets that your company stands by, no

matter what?

If you were a person, what type of person would you be?

Black, white, male, female, fun, serious, etc.?

If your brand could change the world, where would you

start?

Ways to profit from content

There’s just WAY too much…

From the Real World

Webkinz

LEGO

EDC Idea Pathway

FirstLogic

Key Takeaway:

Products that provide value

excite customers.

Resources

Seth Godin's Blog: http://sethgodin.typepad.com/

Help with writing great online content: www.copyblogger.com

Great resources for everything content marketing:

http://www.junta42.com/

Hubspot's Inbound Marketing University: (also great example of

"content marketing") http://inboundmarketing.com/

Target Marketing Magazine:

http://www.targetmarketingmag.com/blog/marketers-stop-

ignoring-your-content-marketing-strategy

“Tawk amongst yourselves…”