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Must-Know Business Strategy:

Content MarketingVirginia Ginsburg

President & Chief Consultant Swell Strategies

www.swellstrategies.com

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• Content Marketing is the act of creating information products to promote your business

• “Information Products” are anything that you produce in written or verbal form with the intent of informing prospective customers of your value

Content Marketing: What

Articles

Videos

White Papers

Webinars

Books

Press Releases &

Media Pitches

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1. Search Engine Optimization (SEO)Content marketing is a great way to get your website found because: a) your

content/information products provide external links to your website

b) your website is constantly being updated

Content Marketing: Why

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2. ReachYou can reach more people when you provide other people’s blogs, news organizations and websites with your content/information products

Content Marketing: Why

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3. Lead GenerationYou can generate leads with content/information products.

a) White papers are often used to gather lead information from prospects

b) Social media contests are a good way to engage prospects and increase reach

Content Marketing: Why

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There are two types of media channels:

Content Marketing: Media Channels

Other MediaOthers control the content

• Other’s blogs• Other’s websites • Other’s enewsletters • Other’s social media

profiles• News outlets

Owned MediaYou control the content

• Your website• Your enewsletter• Your blog• Your social media

profiles

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Articles• Write articles about

issues your audience cares about

• Post articles on your website or as blog posts

• Use articles in your newsletter

• Promote articles on social media

• Pitch articles to other websites, blogs, etc.

Content Marketing: What

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Videos• Develop how-to and

instructional videos; customer interviews; executive interviews, etc.

• Post videos on YouTube and embed in your website and in blog posts

• Promote videos in enewsletters and on social media

Content Marketing: What

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White Papers• Develop long-form

articles (white papers) providing how-to information, research findings, etc.

• Use white papers as advertising landing pages to gather lead information

• Promote white papers on your website, in enewsletters and on social media

Content Marketing: What

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Webinars• Invite prospects and

customers to participate in webinars with how-to and trend-based information

• Promote webinars on your website, in enewsletters and on social media

• Allow people to view your webinars after they are produced for lasting effect

Content Marketing: What

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Press Releases & Media Pitches• Write and send press

releases to announce company news

• Write individualized media pitches to specific reporters promoting information they would write about

Content Marketing: What

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Infographics• Create visual

representations showing how to use your product, why it is important, etc.

• Use infographics on your website, blog, enewsletters, etc.

• Post infographics on social media (Pinterest, Instagram, Twitter, Facebook, LinkedIn, etc.)

Content Marketing: What

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Books• Write a book that

positions one of your company leaders as a subject-matter expert

• Go on a book tour – set up speaking engagements, PR and other activities

• Promote the book on your website, blog, social media and enewsletter

Content Marketing: What

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There are two rules to Content Marketing:

Content Marketing: How

ConsistencyConsistency is key to successful Content Marketing. You should have a regular editorial schedule to keep all contributors on-track and producing.

BudgetContent Marketing is a serious activity. Don’t assign it to the intern, or think you can squeeze it in between meetings. Hire an expert to help you make it work for you.

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Other Media

Other’s Blogs/Websites/Enewsletters: Pursue new opportunities weekly

News Outlets: Reach out to news outlets 1 time per month

Social Media Connections: Reach out to social media connections every day

Articles+4/

month

Videos1/month

White Papers1/qtr

Web-inars1/qtr

Info-graphics1/month

Books1/year

Owned Media

Website: Update 1-2 times per week

Blog: Post 1-3 times per week

Enewsletter: Send 1-2 times per month

Social Media Channels: Post daily

Press Releases

& Pitches

1/month

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Content Marketing: Guide

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Good Luck!Virginia Ginsburg

President & Chief Consultant Swell Strategies

www.swellstrategies.com