how to create craveable marketing content that attracts & keeps customers
TRANSCRIPT
www.pinpointe.com
Featured SpeakerLisaFurgisonMcEwen
SALeaderinBusiness-to-Business EmailMarketing
Brought to you byPinpointe
800-920-7227|www.pinpointe.com
S
ContentCreatorandEmailMarketingSpecialistMcEwen'sMedia
[email protected]:@lfurgison|mcewensmedia.com
Featured SpeakerLisa Furgison McEwen
800-920-7227|www.pinpointe.com
Today’s Agenda
S Content defined
S Why content is king
S Types of content that you can create
S Writing tips to create craveable content
S How to distribute content via email and social – with examples
S Writing tips to create craveable emails
S Questions
Content: Defined
S When we say “create content” – what does that mean?
S Creating content – like blog posts, infographics, or videos –that customers find valuable and using them to attract and retain customers. Also called content marketing.
S Distribute that content via email to drive brand awareness, educate consumers and drive sales.
Why content is king
S Drive traffic and conversions to your websiteS Links to content send customers to your website
S Conversion rates are nearly six times higher for those using content compared to those that don’t
S Become a resource for customersS Customers seek you out for information – builds trust
Why content is king
S AffordableS Creating content takes time, but research shows it’s 62%
cheaper than other marketing options
S Customers crave contentS 80% of consumers want to learn about a business through
content, but want to do it on their own time
S Content is highly shareable S Customers do the marketing for you on social
Types of content
ALL CONTENT SHOULD BE RELEVANT TO YOUR BUSINESS.
S Numbered ListsS Create lists that offer tips or tricks
S Business: Photography studioS Top 10 Photography Tips for Amateurs
S Business: Storage companyS 5 Tricks to Unclutter Your Closet
Types of content
S How-to articlesS Explain to customers how to do something, may offer step-by-
step instructions or at least specific directions
S Business: Online educationS How to evaluate an online course
S Business: Graphic designS How to find the best graphic designer to fit your budget
Types of content
S Product or brand education
S Teach consumers specifics about your product or brand
S Business: Specialty pet storeS What you should know to care for pets with allergies
S Business: Kitchen supply companyS How to clean Corelle dishes
S Business: Cause-based shoe store (think Tom’s)S Why we help kids in need
Types of content
S Infographics
S a visual story
S 90% of information transmitted to the brain is visual
S DIY sites: Canva, Piktochart
Writing Tips To Create Craveable Content
S Valuable information S Don’t sell a product – solve a problem
S Conversational toneS Keeps readers engaged
S Write timely content (Holidays, seasons, national events, etc.)
Writing Tips To Create Craveable Content
S Make content long enough to accomplish a takeaway for the reader
S Links to other internal content or website pagesS Keep customers engaged by adding hyperlinked text where it
makes sense
S Add a touch of sales copy that promotes your business at the end with a call to action
Where content lives
S Once content is created, where do you put it?S Blog
S Website
S LinkedIn Publishing Platform
S Put it directly into an email
Distribution via email
S New content email
S When new article is published, let subscribers know by sending an email
S Provide “teaser” or description of content
S Clear call to action button
Distribution via email
S Newsletter
S Collection of several articles
S Tease each one and provide separate links or calls to action
S Add images
Distribution via email
S Put text right in an email
S Entire piece of content goes in an email
S Add call to action
Distribution via email
S Tease an infographic
S Give customers a quick look at a recently made infographic
S Explain what it highlights
S Add call to action
Distribution on social
S Don’t forget to promote your content on your social channels tooS Just like with email, give fans a teaser or brief description of
the article and the link
S Or pull a statistic or fun fact from the article and use that to entice fans to read it
S Encourage fans to comment and share it
Writing Tips to Create Craveable Emails
S Spend time on your subject lineS Tease content – don’t use words like “newsletter” or “article”
S Focus on the fact that it’s new, fresh content
S Use urgent languageS Get subscribers to read content as soon as they open the email –
use words or phrases like “now” “read it today”
Writing Tips to Create Craveable Emails
S Call to action wording – short – two to three words inside button
S Don’t get wordy – be concise
S Proofread it – use tools – Grammarly or PolishMyWriting
S
QuestionsAskLisa…
ContentCreatorandEmailMarketingSpecialistMcEwen'sMedia
[email protected]:@lfurgison|https://mcewensmedia.com/
800-920-7227|www.pinpointe.com
S
We Thank You
Weappreciateyoutakingthetimetowatchthistoday!
800-920-7227|www.pinpointe.com
S
Check Out Our Blogwww.pinpointe.com/blog
Getmoregreatmarketingcontent.
S
Followformarketingtips&info
@pinpointewww.facebook.com/Pinpointe
www.linkedin.com/company/pinpointe
Pinpointe
800-920-7227|www.pinpointe.com