Online Content Marketing Presentation at Beyond Wealth Weekend

@AnthonyKirlew
Grow Your Business Through
Online Content Marketing
June 22, 2013
Anthony Kirlew

@AnthonyKirlew
4 Types of Online Content
• Social Media Content
• Web Content
• Press Content
• Video Content

@AnthonyKirlew
Web Content (Web Copy)
• Does your copy get the visitors attention?
• Do you have a compelling offer?
• Do visitors immediately know what you do?
• Does it highlight features & benefits
• Testimonials / Third Party Validation

@AnthonyKirlew
Web Content (Blogging)
• Creates Fresh & Relevant Content
• More is Better (According to Google)
• Leveraging Audiences (Guest Blogging)
• On the Same Domain as Your Website - www.akaim.com/blog
• Attracts Links
• Your Competitors Will Promote YOU!

@AnthonyKirlew
Web Content (Blogging)
• What Makes Great Blog Content?
o Questions & Answers
o How To’s
o Press / Company News
o Promotions & Offers
o Video blog posts

@AnthonyKirlew
Viral Web Content
What does VIRAL mean?
• Free eBooks
• White Papers
• Great blog posts (use images)
• Autoresponders

@AnthonyKirlew
Content Marketing via Social Media

@AnthonyKirlew
Social Media Strategy
Developing a Social Media Footprint
o Create compelling (& complete) social media profiles
o Start with who you know
o Educate, Empower, & Influence
o It’s not about selling
o Great for branding and building online presence
o Integrate Lead Capture for Optimal Results

@AnthonyKirlew
Social Media Lead Capture Examples

@AnthonyKirlew
Social Media Sites That Matter
o LinkedIn
o Twitter
o Google+
o Facebook
o Pinterest (Image / Media rich businesses)
o YouTube (Video Platform)

@AnthonyKirlew
LinkedIn Tips
• People Come to LinkedIn to do Business (#1 Professional Social Network)
• Have Relevant and Up to Date Contact Info
• Use the Summary to Sell Your Business and Make an Offer
• Create a Company Page (More online real estate)
• Creating Groups is A Powerful Strategy
• Allows You to Build Your Own Community within LinkedIn
• Allows You to Market to a Targeted Group
• Works Great as a Lead Generation Tool

@AnthonyKirlew
Google+ Tactics
• Claiming Google Authorship
• Links Your Google+ Profile to Your Online Content
• Image based posts get more clicks
• Improves Online Presence

@AnthonyKirlew
Twitter Tactics
• The power of Twitter Search
• #hashtags

@AnthonyKirlew
Facebook Tactics
• Great Opportunity for Consumer Based Businesses
• Focus on Community Building (Not Just Selling)
• Become the Local Go To Source
• Understand the Power of Paid Promotion

@AnthonyKirlew
Facebook Tactics

@AnthonyKirlew
Social Media Tactical Strategy
• Images and videos often get shared more
• Sell less, give more
• Never link to dormant social media profiles
• Be relevant (Use an editorial calendar)
• Tell people what you want them to do (Like, Share, etc.)
• “Ask for a date”
• Track everything

@AnthonyKirlew
Social Media Tactical Strategy
• What content to share?
• Tips
• Testimonials
• Events
• Blog Posts
• Ask / Answer questions

@AnthonyKirlew
Content Marketing Through Press & Media Relations

@AnthonyKirlew
Press (PR) Strategies
• Huge missed opportunity
• Who would you rather have tell your story?
• It’s about relationships
• Being a source
• Being a newsmaker
• Have a press calendar / Be prepared

@AnthonyKirlew
• The art of developing and managing the public image of an organization
• Can include:
o Drafting and distributing press releases
o Developing relationships with local and industry media professionals
o Crisis / Reputation Management
• It’s not advertising
• Doesn’t have to be expensive
• Not a one-time event
• Goal is publicity (getting noticed & getting your message out)
What is PR (Public Relations)

@AnthonyKirlew
• Print (Newspapers, Magazines, etc.)
• TV
• Radio
• Online
• Social Media
Typical Channels for Publicity

@AnthonyKirlew
• Wall Street Journal
• MSN
• About.com
• Fox News
• Go Gilbert Magazine
• 202 Magazine
• Arizona Republic
• American Express (Open Forum)
Media Outlets We My Clients & I Have Had Exposure
• Mashable
• Blog Talk Radio
• Scottsdale Airpark News
• East Valley Tribune
• Business News Daily
• Modesto Bee
• Washington Business Journal
• Phoenix Business Journal

@AnthonyKirlew
Why You Should Consider PR
Who is the best person to tell your story?
HINT: It’s not you 

Editorial Content Ranks #3 in Trust

@AnthonyKirlew
• Third party credibility / validation for your company, product, or service.
• Increases Online Exposure in Search Engines
• Reinforces Your Expertise
• Proactive Brand / Reputation Management
More Reason to Leverage PR

@AnthonyKirlew
STORY: Local Electrical Contractor was hired to update wall sconces at the Biltmore Hotel
in Phoenix and wanted to sell them.
PITCH: My company ran a local PR campaign for them.
RESULT: Received media coverage via Mesa Republic & KTAR
Small Business PR Case Study

@AnthonyKirlew
RESULTS:
• According to client “Phone Rang Off the Hook” for a few weeks after media coverage.
• Client generated roughly $3,000 in sales and service (installation) revenue and generated
additional exposure via web and print.
• Campaign cost = $750.00
• ROI = > 300%
Small Business PR Case Study

@AnthonyKirlew
• Be a News Source
• Be a Newsmaker
2 Strategies for Gaining Publicity

@AnthonyKirlew
• Develop relationships with journalists
o Media Events
o Social Media
o Direct Outreach
• Subscribe to Press Services
o HARO – HelpAReporter.com
o PitchRate.com
Becoming a News Source

@AnthonyKirlew
Social Media Press Opps

@AnthonyKirlew
 A silver bullet for your PR campaign
 Media requests delivered via email three times per day
Help a Reporter

@AnthonyKirlew
• How to respond
o Explain why you are the expert
o Provide input for their story
o Always give your cell number as a contact
o Citing prior media mentions can help
o Have an online news room on your website
Becoming a News Source

@AnthonyKirlew
Press Releases 101
Be a Newsmaker

@AnthonyKirlew
• Headlines
o Use numbers / stats
o Use keywords (helps with SEO)
• Opening Paragraph (The 5 W’s)
o Who - is making the announcement?
o What - are they announcing?
o When - is this taking place?
o Where - is this taking place?
o Why - do I care? (or why is this newsworthy?)
Press Release Creation

@AnthonyKirlew
Press Release Creation
• Always written in the third party
• Target audience is media, not consumers
• It’s not advertising
• Always use a quote
• Make sure it is proofed and edited
• Close with “About Company” paragraph and link.

@AnthonyKirlew
Press Release Distribution
• Personal media contact list
o How do they prefer to connect (Don’t Forget Twitter)
o When to connect
o Getting back in time
o The power of working with interns
o Personalize the pitch
o Are they the right reporter?

@AnthonyKirlew
Press Release Distribution
• Online Press Services (I don’t recommend free services)
o OnlinePRMedia.com (See offer at the end of slides)
o Webwire.com
o PRWeb.com
o PRLeap.com
• Social Media
o Personal SOI - Contacts, Fans, Clients, etc.
o Industry / Local bloggers

@AnthonyKirlew
Responding to Journalists
• Respond ASAP when you are contacted
• Get media coaching (Especially for TV)
• Be cautious of paid offers

@AnthonyKirlew
Additional Press Tips
• Create a Media list
o Target geo and industry
o Use social media to connect
• Editorial Calendars
o Make PR an ongoing part of your marketing campaign
• Understanding Journalists
o They need experts

@AnthonyKirlew
Content Marketing Through Video

@AnthonyKirlew
Why Video Marketing?
YouTube Statistics:
• 800M Unique Users Visit YouTube each month.
• Over 3 Billion Videos are Viewed Daily (How Many are Yours?)
• YouTube Mobile Gets over 400M Views per Day (13% of daily views).
• Owned by Google – Boosts Online Presence

@AnthonyKirlew
Video Content Marketing
Two types of videos
• Professional
• Raw (smartphone)

@AnthonyKirlew
When to Use Professional Videos
• Website
• Paid Online Advertising
• Membership Sites
• When you want to project the best image for your company.

@AnthonyKirlew
When to Use Raw Videos
• Video blogging
• Live events
• Getting Customer Testimonials
• When time is short and you need to shoot a video.

@AnthonyKirlew
• The Video Production Studio You Already Have
• The 5 Minute Video Marketing Solution
• Going Viral on YouTube

@AnthonyKirlew
Tactical Video Marketing Strategies
• Use relevant keywords (and phone number) in titles and descriptions (great local
search ranking results)
• Create helpful “how to” videos
• Use video to reach out to prospects (your competition most likely won’t)
• Screen Capture Tools: Camtasia Studio ($), Screencast-O-Matic (Free)

@AnthonyKirlew
Your Next Steps
Don’t just be a note taker… Be an ACTION taker!
• Take a good look at your website and find a way to improve your results
• Analyze what you are doing through social media. Is it working? If not, get an action plan.
• Make a commitment to write a press release for your business within the next 30 days.
• If you haven’t already, commit to make your first video this week!

@AnthonyKirlew
Resources
• Get our FREE Internet Marketing & Social Media eCourse (http://www.akaim.com)
• FREE 22 Point Internet Marketing Blueprint (email me at akirlew@akaim.com)
• Contact me for a complementary 30 minute consultation (akirlew@akaim.com)
• Get a 20% Discount off of your first press release distribution at OnlinePRMedia.com
• Send an email to support@onlineprmedia.com and mention Anthony Kirlew
• Pick up a copy of Media Magnetism (http://goo.gl/8HIBu)

@AnthonyKirlew
Contact Me:
Anthony Kirlew
Tel: 602-903-6223 x700
Email: akirlew@akaim.com
Web: http://www.akaim.com
Facebook: http://www.facebook.com/aka.internet.marketing
LinkedIn: http://www.linkedin.com/in/akirlew
Twitter: @AnthonyKirlew @oldschoolseo
Thank you for attending!

Online Content Marketing Presentation at Beyond Wealth Weekend

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