5. WHAT IS CONTENT MARKETING?
• Content marketing is the art of providing relevant,
valuable content to your customers without selling or
interrupting them.
• Instead of pitching your products or services, you are
delivering information that makes your prospects
more informed before they buy.
• If you deliver consistent, ongoing valuable
information to your prospects, they ultimately reward
you with their business and loyalty.
6.
7. THIS IS NOT A 30 DAY R.O.I.
BUT THE LONG-TERM PAYOFFS
CAN BE HUGE
8. RECENT STUDIES INDICATE…
• B2B & B2C companies with 101+
pages of content generate 2.5X as
many leads as those with 50 or less
• Companies that Blog 15X or more per
month have 5X times the traffic
compared to companies that don’t
• Companies that regularly blog have 4X
as many pages in the Google index
• And they have 2X as many backlinks
9. HOW IMPORTANT IS SEARCH?
of all consumers use search
prior to making a purchase
Source: GroupM
of searchers conduct non-
branded queries
of buyers click on organic
links vs the sponsored ads
12. DEVELOP YOUR STRATEGY - SUMMARY
• Strategy will evolve through the whole process
• Why are you creating the content you are creating?
• Who is your audience?
• Who are you? – Determine your “voice”
• What types of content will you create?
• How will you develop your content?
• When will you develop your content?
• What does success look like?
• What is different a year from now?
40. E-MAIL CAMPAIGNS
• Essential Elements
– Visually appealing and branded
– Incorporate into editorial calendar: plan frequency
– Segmenting: targeted messaging
– Great subject line
– Stay brief: Read More, Get More Details
• Distribution Services:
– Constant Contact
– Vertical Response
– Mail Chimp
41.
42. BUILD LINKS TO YOUR CONTENT
• Identify low hanging fruit
– Internal links
– Fix 404 and 302 errors
– Guest blog posts or articles
– Local partners & listings
– Competitive research for similar content
• The best links:
– Are from trusted sites
– Have varied anchor text
– Are from many different, relevant websites
– Determined editorially
43.
44. MEASURE!
• Measure for successes…
and failures
• Check your rankings,
traffic, conversions and
other key metrics
• Focus on the strategies
that are providing the best
ROI and keep rolling out
the content
45. Buyers need information that helps
them make an informed decision.
Businesses that provide that
content will win.
IN SUMMARY…
