how to reach new customers using content marketing
DESCRIPTION
Learn how content marketing can benefit your business and the exact steps you need to take to get the most from this low cost and highly effective marketing tactic that Google loves and so will your customers! Increase your website's SEO, the value of your Social Media accounts, your reputation and your businesses profit margins with well written and planned content.TRANSCRIPT
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HOW TO REACH NEW CUSTOMERS USING...
CONTENT MARKETING
Image: flickr/Reach Out/stuardpilbrow
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What you will learn
What is content marketing
How will content marketing benefit my business
What is a content marketing strategy
How to create a content marketing strategy
What is successful content
How to create successful content
Image: deviantart/Crumpled white paper texture/melemel
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ATTENDEE QUESTIONS
1. How do I link my website blog to social networks and use it effectively?
2. Does copying content from another website affect my Google ranking?
3. Can I update website content myself or do I always have to use a web developer?
4. Is it better to embed YouTube videos on my website or should I simply have a link?
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
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What is content marketing?1.
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Educational, informative content
to attract attention
and build a solid
reputation with potential customers
A.
WHAT IS CONTENT MARKETING?
Image: flickr/welcomebackstevejobsillustration/photogiddy
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E.G. 5 ways to travel like a local
Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
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What is content marketing?
Great content
and quality information to
market a product or service
B.
Image: www.sellsellblog.blogspot.com
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What is content marketing?
Use of valuable content
to generate revenue for
your business
C.
Image: flickr/AUD100
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LESSON: Know your customers and help them think differently about how and when they use your product. In Kraft’s case, this translates to making life easier by suggesting
new dishes that can be made easily.
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D. All of the above
What is content marketing?
A. Educational, informative content to attract attention and build a solid reputation with potential customers
B. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your business
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What is content marketing?
It is not just text
Lastly,
Image: deviantart/Crumpled white paper texture/melemel
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What is content marketing?
Photos Videos Audio
Image: deviantart/Crumpled white paper texture/melemel
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Photos
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Video
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Audio
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2. How will content marketing benefit
my business?
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SEARCH ENGINE OPTIMIZATION
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BRINGS REPEAT VISITORS
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ATTRACTS LINKS NATURALLY
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ESTABLISHES RELATIONSHIP
Image: sxchu/photo--1065245
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HELPS CONVERT VISITORS
$
$ $
$
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Which Test
Won?
A
B
“Last minute discounts”
Source: www.whichtestwon.com
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Winner
B“While you may influence more people to take an action on your test page, you want
to be sure it doesn’t hurt your ultimate ability to get the final conversion step.”
Version B, without the additional bottom button, got a 28.7% lift in paid hotel bookings.
Source: www.whichtestwon.com
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Everything in
marketing is a
TEST Image: Flickr/Beaker!/hyku
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GIVES YOU AUTHORITY
Image: www/sxc.hu/Police Officer/ julosstock
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EXPAND TO A VARIETY OF NICHES
Image: flickr/ cupcakes are fun to make/ OrangeCounty_Girl
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SPREAD IT FAR AND WIDE
Image: flickr/socialnetworkmap/butchlebo
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What is a content marketing strategy?3.
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How do you attract people in all 6 stages?
Tempt Me
Give it to me straight
Make it quick and easy
Excite Me
Hold me close
Knock me off my feet
Image: sparksheet-six-stages-of-travel
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Where’s that content
marketing strategy again?
Image: sxchu/photo--234819
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ASK THE TOP 6
Who What When
Where How Why
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The web life
of an article
Are you ready to utilise all of the
facilities available to maximise your
content?
Image: www.elliance.com/The-Life-of-an-Article-on-the-Web
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How to create a content marketing
strategy4.
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WHO
will be creating the contentImage: flickr/write/designsquid
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is your target market
WHO
Image: flickr/targets/archeon
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WHO
will people contact if they are interested in what you have to say
Image: flickr/SCRTD – Customer Relations Open House RTD_1802_03/metrolibraryarchive
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WHAT
topics will you be speaking about
Regional Events
Seasonal conditions Guest testimonials
Recent animal sightings
Wedding facilities
New regional facilitiesUpcoming special occasions
Things to do
Recent Renovations
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WHAT
are your overall aims?Image: flickr/sweet dunk/ joshme17
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WHEN
will you be creating contentImage: flickr/what’s on my desk/valerierenne
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WHEN
will you be publishing contentImage: flickr/empty head/koalazymonkey
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WHERE
will you be publishing your content
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WHY
are you writing about each topicImage: flickr/writing/jjpacres
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WHY
is your target market going to read your content
Image: Flickr/ story time with uncle derek/ meemal
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Direct Contact
• Business Newsletters
• Regional Newsletters
• Local newspaper• Email Subscriptions• RSS Feeds
Social Media
• Facebook• Twitter• YouTube• LinkedIn• Flickr
Social Bookmarking
• Digg• StumbleUpon• Delicious• Reddit• Technorati
HOW
are you going to share your content with others
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HOW
are you going to plan for the long term
Schedule
Writers, editors and publishers
Topic ideas
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HOW
are you going to publish contentImage: http://phillihp.com/2011/05/25/vs-joomla-drupal-wordpress-pick-one/
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ATTENDEE QUESTION
Can I update website content myself or do I always have to use a web developer?
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
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5.What is
successful content?
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Winning!The structure of the content
Well written with images, keywords, links, references, SEO attributes and F-pattern. Is shared across multiple platforms and bookmarked naturally.
The impact of the content
Achieves the goals and desired outcomes that were outlined in your Content Marketing Strategy.
Success is...
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Don’t judge a book by it’s
cover?
I’ll give you 1/20 of a second!
but, I'm busy!
Image: Flickr/Hardcover book gutter and pages/Horia Varlan
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GREAT CONTENT
Provides credibility
Is actionable
Begs to be SharedIs shared
Achieves desired outcomes
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How to create successful
content6.
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Web Copy That Sells!http://www.mindmeister.com/40440405?title=web-copy-that-sells
Free Mindmap & EBook
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Create a ‘voice’ for your company
WHAT IS YOUR STORY?
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Words tell Emotions sell
Image: flickr/sequoia smiling at his mom/sean dreilinger
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Swapping words with emotions
Extract from Maria Veloso's "Web Copy That Sells"
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Brainstorm content ideas for your website
LET IT RAIN
Image: flickr/dearmiami
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LET IT RAIN IDEAS
Your Products and Services
New products or services.
New or updated website
Changes in pricing or special offers/discounts
New releases of your products
Your Customers
Testimonials
Industry awards
Recommendations
Shared experiences
News and current topics.
Current related news
Local events
Predict where you think your market is going
Link to something controversial or oppose a common belief
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LET IT RAIN IDEAS
Your Staff
New staff joining
Awards won by employees.
New training programs
Retirements
Marketing
Any exhibitions or trade shows
Staff Picks
Publish a white paperPerform a survey
Your Business or Office
An interview or meeting with a celebrity
Move or expansion
Certification or awards of your business
Industry associations you may have joined
Speaking engagements
Community Activities
Community sponsorship or activities
Charities you may support
Fund raising days
Any of your staff performing something charitable
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GROUP EXERCISE
Lets take 5 minutes to come up with 10 topics that you feel would be suitable for your web content within your industry.
Image: flickr/dearmiami
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WHO SHOULD WRITE THE CONTENT?
I will write it myself!
I will hire a professional!
Image: okaygeek.com/ Storage/Apple Mac
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ARTICLEWRITERS.COM.AU
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• Beginning
• Middle
• End
STRUCTURE YOUR CONTENT
Image: flickr/broxtronix
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Maximise your content for conver$ions
1. Headline
2. Offer or call to action
3. First paragraph
4. Benefits
5. Images
6. Look & Feel
6 tips
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F-PATTERN
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Use bulleted lists to summarize content• Point one• Point two• Point three
1.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
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Highlight selected keywords to help scannersmove through your web copy
• Bold• Italic• Underlining
2.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
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Write meaningful subheads(as opposed to amusing or clever ones)
3.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
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Present one idea per paragraph4.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
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Use the inverted pyramid style of writingPresent key points and conclusions first, followed by less important informationand background material
5.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
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CHOOSE YOUR VOICE
“Conversational style is recommended”
BE CONSISTENT
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Which Homepage Generated More Revenue
Search by Location vs. Sales & Benefits Copy?whichtestwon.com
BA
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A
Version A, with a search by location map
Generated 27.9% higher revenues.
whichtestwon.com
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WRITING FOR SEO
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KEYWORDS, KEYWORDS, KEYWORDS
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Aim for 400 – 1000 words
SIZE MATTERS
Image: starbucks.com
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COMPRESS IMAGES, USE ALT TAG
<img src=“gold-coast-accommodation.jpg” alt=“Gold Coast Accommodation” />
Image: flickr/Gold Coast/ RabunWarna
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LINK TO OTHER ARTICLES
http://www.websitename.com.au/blog/content/article/post.html
Bonus Point: Link out to authoritative sites
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INBOUND WRITER
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ATTRIBUTE IMAGES
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Does copying content from another website affect my Google ranking?
ATTENDEE QUESTION
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
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Google Panda fights against content robbers (copy-and-paste) and spammers
You can lose up to 75% of your site traffic
WRITING FOR SEO
http://afterpanda.com/content/smx-advanced-seattle-panda-notes-and-panda-22-prediction
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PUBLISH YOUR CONTENT
Image: lolpie.com/push-it-real-good
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Which Facebook Ad Got a Huge Lift in Click Through Rate?
whichtestwon.com
A B(Different Headlines & Copy)
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whichtestwon.com
B
Version B lifted the click through rate by 2,666%
Active headline
Clear benefits
Call to action
Version A’s copy defined what the program is, not what the program does.
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YOUTUBE
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Is this your Grandad
His 11 yr old grandson made him this video
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Lets take a look at how to use this gold nugget
“activities for seniors” – 590 Aus searches /monthBlog
Online Press Release
Seniors sites - Guest post
Social bookmarking
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“Is it better to embed YouTube videos on my website or should I simply have a link?”
ATTENDEE QUESTION
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
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Client Hidden
ClientKeywordsHidden
Measuring Success
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1. Understand What You’re Measuring
How many are you getting now and from what sources
Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
Know your baseline and set a goal - Increase bookings?
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2. Use Proxies to Measure Initial Success
• Facebook likes• Retweets• LinkedIn and other shares• Reblogs• Links back• Comments• Time spent on page• Average page views per visitor (especially if you’re effective at
internal linking of your posts)• Followers• @mentions
Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
E.G. Proxies for measuring a blog’s ROI
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3. Measure Both Primary and Secondary Conversion Indicators
• New enquiries or bookings this months vs. last month
Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
Primary Indicators
Secondary Indicators
•Quality of leads•Retention period•Lifetime value per lead•Length of sales cycle•Number of new customers referred by lead
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Don’t take your word for it!
Get independent feedback
What does this mean?
Where are the directions!
UserTesting.com -
$29
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Questions?
Image: flickr/A wild question/[f]oxymoron
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MyWebSchool.com for help and tips
1 2
3
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Connect with me!
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twitter.com/untanglemyweb
au.linkedin.com/in/adamwallaceImage: Flickr/Thank You/ eunmind