Value Proposition canvas- Customer needs and pains
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7 Content Marketing tips to transform your Digital Marketing
1. 7 Content Marketing Tips
To transform Your Digital Marketing Effort
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2. ⢠Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage a clearly
defined and understood target audience â with
the objective of driving profitable customer
action.
⢠Basically, content marketing is the art of
communicating with your customers and
prospects without selling. You are educating
them.
3. 7 Content Marketing Tips
1. Matching your content to your marketing plan
2. Using content to develop a personable, attractive
brand
3. No content â No brand visibility
4. Understand what information your prospects
search for
5. Matching your content to the sales funnel
6. Product Promotion to Consumer Education
7. Experts provide quality content & develop
credibility
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4. 1. MATCHING YOUR CONTENT
TO YOUR MARKETING PLAN
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5. List your Marketing Goals
Lead
Generation
Brand
Awareness
Customer
communication
Sell more product Grow online brand Thought
leadership
Get new
customers
Develop strong
online reputation
Retain loyalty
Increase reach
What is yours?
Educate on use of
product/service
Connect with
market segments
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6. Traditional vs. Digital
⢠Direct mail
⢠Sales
⢠Advertising
⢠TV
⢠Radio
⢠Brochure
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⢠Email
⢠Social Media
⢠SEO & PPC
⢠Video
⢠Podcast
⢠Website
Offline to Online
Old school to New school
7. Type of Content
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Video
Podcasts
Slides
Info-graphics
Games
Website content
Curated content
User generated content
⢠Blogs
⢠Articles
⢠Wikis
⢠White Papers
⢠E-Books
⢠Webinars
⢠Case Studies
⢠Photos
8. 2. USING CONTENT TO DEVELOP A
PERSONABLE, ATTRACTIVE BRAND
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9. Develop your Personal Brand
⢠People deal with people they know, like
and trust
â Society is moving more towards full
transparency as a sign of truth and trust. That
goes for corporations and individuals as well
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10. Thought Leadership
⢠Saying you are an expert doesnât mean people
believe you are.
⢠You need to create content showing your
expertise.
â Blogging
â Video
â Slide presentations
â Tweeting
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11. Thought Leadership
⢠Then you need to engage with your audience
and you do this using social media platforms
like:
â LinkedIn
â Facebook
â Google Plus
â Twitter
â Pinterest
⢠Use these platforms to inform/engage with your
audience
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12. Creating the salesman of the future
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Builds a solid online reputation that clearly
shows they are an industry expert
Masterfully use social networking &
communication tools to connect
Adept at creating & delivering digital content
that provides value to customers
Use social CRMs to study prospects &
customers for buying signals & information
13. 3. NO CONTENT â NO BRAND
VISIBILITY
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14. Creating Content
⢠Plan â create a structured plan that connects
⢠Assemble a team
⢠Generate Ideas
⢠Assemble the content and distribute
⢠Develop an audience
⢠Nurture and convert to leads
⢠Measure and improve performance
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15. LinkedIn
Facebook
⢠Twitter
⢠Blogging
⢠Social media sites (youtube,
slideshare, scribd, flickr)
⢠Listening/search tools
â˘Aggregation & Filtering tools
Social Business
Basics...
16. Choosing the Tools
⢠Identify what social concepts you are going to leverage
⢠Match the best tools to the concepts, and make
decisions on using the free or professional versions
⢠Create a published list of recommended tools
⢠Provide to all employees (especially new ones)
⢠Develop an R&D process to stay up to date on the best
options
⢠Provide training!!
Using the right tools for the job will
dramatically improve results
17. 4. UNDERSTAND WHAT INFORMATION
YOUR PROSPECTS SEARCH FOR
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18. Quality persuasive content
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Publish relevant and educational content that
persuades your readers that you are an expert in
your field.
19. Quality content
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Developstrust byprovidinginformation
that reducesriskindealingwithyou
Attracts traffictowebproperties&
persuadesprospect tocompleteform
Educates&informsastheleaddevelops&
continueswithleadnurturing
20. Identifying your content requirements
⢠Create buyer personas
⢠Develop buyer persona profiles
⢠Keyword research
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22. Develop Buyer Profiles
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What do they do online?
What information do they look for?
What problems are they trying to solve?
What products do they buy from you?
23. Develop Buyer Profiles
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Which products do they research?
Why do they use your products?
What kind of search terms do they use?
What social networks can you reach them
on?
25. Persona profile
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Steven
Early 40s
Large IT
company
Driven by
quarterly
targets
Business travel nationally
Sales incentive trips
Attend conferences
Youâre always available
Flexible in making last
minute changes
Reliable with great service
Research sales
motivation How to increase
sales using social
media to develop
& maintain
relationships
Social media &
sales motivation
Sales incentive
ideas
LinkedIn Tech savvy
Laptop
Tablet
Smartphone
26. Personas improve your SEO strategy
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Helpfindtherightkeywordsfortargetaudience
Helpcreatetherightcontent
Identifytargetforlinkbuilding(theyshare)
43. Š2013 WSI. All rights reserved.
⢠Provide advanced digital marketing solutions
⢠Businesses of all sizes and industries
⢠Worldâs largest network of Internet Consultants
⢠Service more than 80
countries internationally
⢠Industry winning solutions
⢠Corporate head office
in Toronto, Canada
⢠David Duncan
http://www.linkedin.com/in/davidduncan
Hinweis der Redaktion
Here is a quick intro about the author David DuncanProfessional Background12 years of experience in the Digital industryInternational SpeakerAuthor of various white papers and publicationsCertified by GoogleMember OfSearch Engine Marketing Professionals OrganisationWeb Analytics AssociationUsability Professionals AssociationDavidâs actively helps organisations worldwide to be successful online by implementing the most effective digital marketing and social media strategies, building their online digital assets, increasing their online visibility and brand efficacy, managing their reputation online, and maximising ROI from the internet.
What are your goals?What is your reach?
Sales using blogs give you a personal connection with your prospectsSocial media supports sales do not try to sell on it
Support the sales funnel and marketing objectives
When it comes to content marketing, you need to focus on your top priorities â product sales and brand awareness. Content marketing will build your brandâs identity in a way that is personable and attractive to millions of internet users. As you continue to build trust, you will continue to build your consumer base.The main reason why traditional advertising isnât enough is due to the fact that people find the information they need online. Consumers have moved online as their first choice to research a product, company or solution. Your content will help you attract people to your products as they relate to the solutions you offer, not the products you sell.
This is about your reach and the number of people you can influence
Most people will Google your name what will they find?The salesman will be researched to find how expert and influential they are
This is about your reach and the number of people you can influence
Most web properties are free so be active on many platforms
Make sure you write about what your prospects are searching for
You need a content plan
Do not spin content any more, it needs to be interesting to your prospect
Lets say I am a travel agent and this is one of the personas I have created what does he buy?Then why does he buy from you?
Only 39% have a blog on their area of expertise this should be much higher if you want to create interesting content