welcome to the content marketing matrix
DESCRIPTION
Learn how to market your business without expensive advertisie, how to do content marketing without spending hours on social media and take away some practical tools and strategies to get started with content marketing.TRANSCRIPT
Welcome to the Content Marketing
Matrix
Cas McCullough
T: @casmccullough
F: /casmccullough
Key Takeaways
Key Takeaways
Key Takeaways
As a marketer do you feel safer taking the red pill or the blue pill?
The Blue Pill:
Traditional Marketing (ads, promos, trade shows, cold calls)
• Casting a wide net- Broadcasting
• Manipulating a response• Short-term rapid growth• Controlled by gatekeepers• Expensive per lead
The Red Pill:
Inbound Marketing methods (content, social, permission-based email)
• Highly targeted, narrowcasting.
• Building relationships - helping
• Longer term growth• Bypasses gatekeepers
through self-published content
• Relatively inexpensive per lead but can be time intensive
Top 3 Marketing Sources Consumers Trust:
• Recommendations from people they know 84%• Branded websites 69%• Consumer opinions posted online 68%
Source: Nielsen Global Survey of Trust in Advertising Q1 2013.
How The Content Marketing Cycle Works
Creating captivating content
Who is your ideal client?
5 Content Creation Ideas
#1 Blog Interviews
#2 Vlogs and demo videos
#3 Teleseminars/Podcasts
Tools for webinars/podcasts
• Screenflow or equivalent• Microphone• Webinar or teleseminar program (Instant
Teleseminar or gotowebinar)• Google Hangouts• Udemy – record how-to content and sell it on
udemy.com• A decent broadband connection (upload
speed matters)
#4 Ebooks
#5 Reports
EG From hubspot.com
Content Styles
Varies depending on your brand and your ideal client profile
• Visual• Verbal• Informal• Formal
Curating helpful content
feedly.com
Ifttt.com
Triberr.com
Evernote.com
hootsuite.com
Relating to your potential clients
Tweet this: 84% of people listen to the recommendations of people they know. Nielsen, 2013.
What businesses tend to do
Ask for the like on another’s business page
What businesses tend to do
Promote their business on another’s page or in a group
What businesses tend to do
Use their profile to promote their business (put their business name in their profile)
What businesses tend to do
Focus on building “likes” by spending lots of time on Facebook activities such as marches, ladders and liking parties.
Best Practice Participate in groups and communities
Just say hello, and join the conversation.
Share fun, helpful and beautiful images and information
Tell your businesses’ story.
Make your users the stars of your brand’s show.
Repurposing Your Content
Review Your PerformanceGoogle Analytics
Facebook Insights
Alexa.com
Review Your Performance
Over to you…