why content marketing? - booyah advertising€¦ · why content marketing? benefits of content...
TRANSCRIPT
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WHY CONTENT MARKETING?BENEFITS OF CONTENT
● Builds Brand Awareness
● Controls Messaging
● Collects First Party Data
● Increases Traffic
● Drives Sales
● Connects with Audience
CONTENT DEVELOPMENTREAL WORLD EXAMPLE
The source for hard-to-find premium and high qualityfresh foods.
Superior foods from trusted sources delivered straight to your table.
Alex Seidel (Fruition and Mercantile), a James Beard
finalist for best chef Southwest, encourages home
cooks to employ the best ingredients, measured in part
by quality, sustainability, and variety, to best enjoy the
art , the result and the environmental benefits.
Other Chefs working with To-Table include Daniel
Asher (The River and Wood), Hugo Matheson (The
Kitchen), Frank Bonanno (Mizuna, Bones, Osteria
Marco, French 75 and more), Paul Reilly (Beast +Bottle
and Coperta), and several others.
“Content builds relationships. Relationships
are built on trust. Trust drives revenue.”
–ANDREW DAVIS
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EXAMPLE PERSONASSTART WITH THE END CONSUMER IN MIND
Upper IncomeFoodie
Professional Home Chef
Passionate Home Cook
STEFANPERSONA EXAMPLEProfessional
Home Chef
Stefan is a single man, age 36, living in Edwards, CO. He began his culinary career in Germany at a young age, then moved to NYC to work as a Sous Chef at Le Bernadin. With the mountains calling, he moved to Colorado to become Chef de Cuisine at Kelly Liken in Vail.
When he’s not working at night or for culinary events in Vail Valley, Stefan skies as much as possible, preferably on weekday mornings before it gets too crowded. He loves to hike with his dog in the summer and his HH Income is $100K.
Value Proposition
● Recipes to inspire new menus for clients
● Sourced from well-known purveyors
● Online shop available for hard-to-find
foods
● Convenient home shopping and delivery
● Extremely high quality and sustainably
sourced products available at scale
Brand PromiseTo Table makes it easy to delight your customers with lovely fresh ingredients and unique entrees that are unavailable locally, plus the convenience of at-home shopping and delivery will save you time.
“We need to stop interrupting what
people are interested in and be what
people are interested in.”
–CRAIG DAVIS
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CONTENT CALENDARCONTENT MARKETING PROGRAMS
● Focus on End Consumer
● What Are They Interested In?
● What Is Your Unique Contribution?
● Make A Plan - Work The Plan
CONTENT CONTRIBUTIONSCONTENT MARKETING
CONTENT CALENDARSAMPLE PUBLISHING SCHEDULE
CONTENT PROMOTIONREACH NEW AUDIENCES ON SOCIAL MEDIA
FACEBOOK REMARKETINGTHE POWER OF THE PIXEL
Track & Cookie People Coming to Your Website
Create Audiences for Retargeting Based On The Actions They’re
Taking on The Website
Accurately Track & Optimize Ad Campaigns For Audiences that
Are Likely to Convert
“Content is fire; social media is gasoline.
JAY BAER, CONVINCE & CONVERT
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FUNNEL FUNDAMENTALSWHAT IS A CONTENT MARKETING FUNNEL?
Storytelling
Differentiators
Promotions
FUNNEL STAGESCONSUMER PURCHASING
INTRODUCE &BUILD TRUST
EDUCATE &ENGAGE
INFORM &MONETIZATION
REPEAT BUSINESS &INFLUENCE OTHERS
AWARENESS CONSIDERATION DECISION LOYALTY
PATH TO PURCHASEMULTI-CHANNEL FULL FUNNEL
WatchesVideo onFacebook
VisitsWebsite
Signs upfor Email
ReceivesEmail
Sees Instagram
Post
Retargetedon Facebook
Retargetedvia
Google Search
VisitsWebsite
Purchases
TellsFriend
PurchasesAgain
INTRODUCE &BUILD TRUST
EDUCATE &ENGAGE
INFORM &MONETIZATION
REPEAT BUSINESS &INFLUENCE OTHERS
AWARENESS CONSIDERATION DECISION LOYALTY
Clicks on Google Ad
FUNNEL STAGESBRAND & PRODUCT CONTENT
INTRODUCE &BUILD TRUST
EDUCATE &ENGAGE
INFORM &MONETIZATION
REPEAT BUSINESS &INFLUENCE OTHERS
AWARENESS CONSIDERATION DECISION LOYALTY
Storytelling
Differentiators
Promotions
Instead of one-way interruption, Web
marketing is about delivering useful content
at just the right moment that a buyer needs it.
–DAVID MEERMAN SCOTT
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TO TABLE EXAMPLEFULL FUNNEL SOCIAL MEDIA
● Create Micro-Audience
● Develop Top of Funnel Content
● Continue to Educate & Engage
● Inform Them of Specials & Offers
● Monetized with Targeted Campaign
BRAND INTRODUCTIONTOP OF FUNNEL
GRILLING SEASONSHORT FORM VIDEO SERIES
DEVELOP TARGETED AUDIENCEBRAND AWARENESS CAMPAIGN
ENGAGE YOUR TARGETED AUDIENCEMIDDLE OF FUNNEL
PRODUCT INFORMATIONBOTTOM OF FUNNEL
PROVIDE SPECIALS & OFFERSBOTTOM OF FUNNEL
BUILD CUSTOM AUDIENCESBOTTOM OF FUNNEL
RUN TARGETED CAMPAIGNSMIDDLE OF FUNNEL
TARGETED CAMPAIGN RESULTS5X ROAS ON FIRST RUN
“One of the best ways to sabotage your
content is to not tie it to your goals. Know
why you’re creating content.”
–ELLEN GOMEZ, MARKETO
