introduction to content marketing - version 2
TRANSCRIPT
CONTENT MARKETING:
AN INTRODUCTION
By Matt Rouse, Scott Burson, &
Ashley Wirthlin of Hook SEO
WHO WE ARE:
Matt RouseScott Burson Ashley Wirthlin
A local Internet marketing firm, Hook SEO is a full-service, comprehensive
search company that helps your business get found
online in your local community.
AGENDA:
1) WHAT IS CONTENT? 2) WHAT IS CONTENT MARKETING? 3) RECIPROCITY & BUILDING RELATIONSHIPS
ONLINE4) CONTENT MARKETING & SEARCH5) CONTENT MARKETING & SOCIAL MEDIA6) Q & A
WHAT WE DO:Content Marketing Solutions
Social Media Management
Online Advertising
Search Engine Optimization
Local & Review Site Assistance
Public Relations
Mobile Apps & Games
Payment Processing and Online/Offline Payment Solutions
WHAT IS CONTENT?
You use "content" of all shapes, sizes, and formats to share a message about your brand, to tell a story about your
product or service.
WHAT IS CONTENT?Advertising Copy or Advertising Images and Media
Blogs and Vlogs (video blogs)
Pictures on Facebook or Instagram
Google+ or LinkedIn posts, landing, product or category pages... all content!
YouTube videos or podcasts? Still content!
SlideShare or PowerPoint presentations? That's content too!
Do you have print ads or print material in you store? That's also user-consumable content.
WHAT IS CONTENT MARKETING?
Goal #1 of content marketing:
“To add value to the lives of your existing andfuture customers.”
WHAT IS CONTENT MARKETING?
Goal #2 of content marketing:
“To inform or entertain.”
Preferably both.
WHAT IS CONTENT MARKETING?
Content Marketing is about adding value. It's about story telling. It's about value propositions and converting attention into trust (thanks, Ryan Hanley).
Some people may be familiar with the phrase, "Winter is coming..." or from an older movie, "War is coming...", and this will be a content war.
Every online marketing person on the planet is going to be switching to Content Marketing over the next few years.
Win your customer's attention with TRUST and VALUE.
TRUTH BE TOLD…
Always Be TruthfulIn 2003, Maxim Magazine had different covers and matching
articles inside claiming that certain cities had been
voted “Best City.”
Note: we could not find a copy of the actual covers online.
WHY DOESN’T IT WORK IMMEDIATELY?!
Here’s what we’re led to believe, eloquently illustrated by Rand Fishkin:
CONTENT MARKETING, SIMPLIFIED:
Source: bit.ly/mozcontentfail
HOW CONTENT MARKETING ACTUALLY WORKS
It’s not a direct conversion all the time, unfortunately. You likely won’t get a sale the first time someone comes to your site.
This is even more true when you sell something with a higher price point or a service that is personal and involved.
Reciprocity: building trust and creating relationships.
HOW CONTENT MARKETING ACTUALLY WORKS
Your goal with content marketing is not to get them to buy immediately. It doesn’t work that way, sadly.
Instead, you need them to come to you, take some value from your content, and then come back when they think of you for a future need.
It may feel a bit roundabout, but that’s the way most consumers buy.
CONTENT MARKETING & SEARCH
There are more than 6,000,000,000 Google searches, every day.
Embrace the #hashtag
Post content often and post content that is “evergreen”
Post informational and educational content that is also entertaining
Cross-post to reach all of your available audience
Search results via intent vs. keyword match
BE PATIENT!
ONCE YOU INVEST, PROMOTE:
Most content dies when there is no promotion through social media, advertising, or direct contact.
Once you invest in the creation of content, be sure you’re spending the time and resources to promote it through your social media outlets, email or direct messages on social media, and through paid promotions. (Boosted posts, for example.)
Test, learn, and make changes appropriately.
CONTENT MARKETING & SOCIAL MEDIA
Social media is a great tool for promoting your content. To create content that works:
Find other content in your niche area that is doing well. Find who is responsible for that content. Create relationships with them. Watch and learn from them. Emulate them for your own content. Do so tastefully, of course, but it’s working for a reason.
Scott Burson, fig. 1
BEST TIMES TO POST:
In general, “the largest volume of posts typically falls on Thursdays and during work hours, with a peak at around lunch time.
To maximize your reach, try posting in the evening and on the weekends, when people interact most with their social networks.
The exception is email, which people check during the workweek.” Source: Track Maven
PEAKS IN INTERACTIONS (ET):
TIMES TO POST B2B:Facebook:Traffic is highest: 8 am and 3 pmBest time to post: 1 pm - 4 pmWorst time to post: 8 pm - 8 am
Twitter:Traffic peaks after 9 amBest time: Mon-Thu between 1 - 3 pmWorst time: 8 pm - 8 am
Pinterest:Traffic builds after 12 pmBest time: 2 - 4 pm ET or 8 pm - 1 amWorst time to post: 5 pm to 7 pm
LinkedIn:Traffic builds before or after business hoursBest time to post: 6 am – 9 am or 4 pm – 6 pmWorst time to post: 10 pm – 5 am
Google Plus:Traffic builds after 7 amBest time to post: 8 am – 10 am Worst time to post: 6 pm – 6 am
Instagram:Traffic builds after 10 amBest time: 1 - 4 pm or 7 pm – 11pmWorst time to post: 2 am - 8 am
People don’t give their content the adequate time to earn the ranking power that might be
hiding in an article. It doesn’t happen overnight, so keep at it.
REMEMBER!
Goal #1 of content marketing:
“To add value to the lives of your existing and future customers.”
Goal #2 of content marketing:
“To inform or entertain.” or “Info-tain”
GET YOUR CRUSH ON!
Want to learn more about marketing your business online?
We’ve got the book for you, CRUSH SEO: Learn How to Market Your
Local Business Online.
Pre-order your copy of CRUSH SEO today!
Pre-order here: https://Publishizer.com/CRUSH-SEO/
CONNECT WITH US:
• LinkedIn:LinkedIn.com/Company/Hook-SEO• Twitter: Twitter.com/HookSEO• Facebook: Facebook.com/HookSEO• Pinterest: Pinterest.com/HookSEO• Instagram: Instagram.com/HookSEO• Google+: Plus.Google.com/+HookSEO
RESOURCES FOR MORE INFORMATION:Make your own “luck”: http://HookSEO.com/serendipitous-opportunities
Statistics on social media use: http://www.slideshare.net/TrackMaven/when-to-postslidesharepdf
Finding content & who’s sharing it: http://buzzsumo.com
Analyze mentions: http://moz.com/tools/fresh-web-explorer
Find & analyze content on Twitter: https://followerwonk.com
Post confidently: http://HookSEO.com/post-facebook-confidence
HAVE HOOK SEO PRESENT TO YOUR GROUP:
We have a number of presentations, classes, and workshops for your group.
We are available to speak at workshops and events for:
Beginner, Small Business, B2B and More Technical Classes are available.
Contact Hook SEO for costs and information.
( 844-888-HOOK (4665)
8 HookSEO.com
HOW TO REACH US: