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Content Marketing
A New Years Revolution
January 30, 2014
Twitter: @topfloortech
+

Top Floor Technologies
Branding &
Positioning

We help companies define and
communicate what makes them unique.

Web Design
&
Development

We create attractive, user-friendly websites
that generate leads.

Search
Marketing

We drive traffic to our clients' websites by
getting them top rankings in search engine
results.

Content
Marketing

We help clients create interesting, valuable
content that attracts new customers and
engages existing customers.

Twitter: @topfloortech
+ Presenters:

Cal Fidler
Content Marketing Specialist

Denny Yunk
Director of Marketing

@Cal_Fidler

@dennyyunk

Twitter: @topfloortech
+ Agenda
 What

is Content Marketing?

 Why

is it important?

 How

do you do it?

 How

do you measure its effectiveness?

Twitter: @topfloortech
+ Housekeeping
 To

ask questions during the presentation, type
them in the chat bar on the right side of your
screen, or tweet them using the hashtag
#topfloorcontent.

 We

will devote the final 10 minutes of the
webinar to Q&A.

 After
 We

the webinar, we will email you our slides.

value your feedback!

Twitter: @topfloortech
+ Content Marketing
What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ What Is Content Marketing?
Content marketing is the marketing
and business process for creating and
distributing valuable and compelling
content to attract, acquire, and
engage a clearly defined and
understood target audience – with the
objective of driving profitable customer
action.
Joe Pulizzi
“Epic Content Marketing”
Twitter: @topfloortech
+ Content Marketing
What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ Why is Content Marketing important?


It is increasingly effective.



It accomplishes the key goals of each step of the marketing process:
Awareness

Familiarity

Preference

Decision

Loyalty



“Through content, you connect. Content is the currency that powers
connection. It speaks to us, makes us want to share it, and motivates
people to buy.” – Jon Wuebben, Content is Currency



Customers demand it.




Google’s ―Zero Moment of Truth‖ study reported that in 2010, the average customer
engaged with five pieces of content before making a purchase. In 2011, it had
doubled to more than 10.

Your competitors are doing it.

Twitter: @topfloortech
+ Your competitors are doing it.

Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Twitter: @topfloortech
+ Your competitors are doing it.

Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Twitter: @topfloortech
+ Content Marketing
What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ Content Marketing Step by Step Guide

Determine
Goals

Create Editorial
Calender

Understand
your Audience

Select Content
Topics

Create/Collect
Content

Publish Content

Twitter: @topfloortech
+ 1. Determine Goals
What do you hope to accomplish with your content marketing?

Twitter: @topfloortech
+ 2. Understand Your Audience


Develop personas for
each of your key
customer types



Identify their top priorities



Identify the sources they
look to for information



Develop key messages
for each persona



―Speak‖ in a voice that is
appropriate to them

Twitter: @topfloortech
+ 3. Select Content Topics
It’s about your customers, not about you
Feel Their Pain- Identify the need you want to satisfy with content.
 Answer relevant questions
 Solve their problems
 Make their job easier

Twitter: @topfloortech
Twitter: @topfloortech
+ 3. Select Content Topics
Use current events to draw attention





Search.twitter.com – find relevant and trending hashtags
What is going on in your particular industry?
Trending.com

Twitter: @topfloortech
+

Twitter: @topfloortech
+ 3. Select Content Topics
Incorporate keywords


Choose top Keywords and incorporate them into your content and
topics.



Dig into your Google Analytics data to see what terms people are
using to find your website

Twitter: @topfloortech
+

Twitter: @topfloortech
+ 3. Select Content Topics
Use numbers and FAQs in your titles




―Top ten tricks for training your terrible terrier‖
“FAQ’s in Your Industry “
“Fifty Reasons why it is great to live in Wisconsin”

Share relevant content


Share other’s content that is relevant to your theme, industry or topic.
 App.Swayy.co

Twitter: @topfloortech
+ 4. Create Editorial Calendar


Step 1: Plan out Topics for Content
Major Events

Month

Industry or Major Topic

(trade show, relevant holiday,
company news, anniversary,
etc.)

Planned Campaigns
(Sales or Marketing
Campaigns)

Suggested Campaigns

January
February
March
April
May
June
July
August
September
October
November
December
Twitter: @topfloortech
4. Create Editorial Calendar

+
-



Step 2: Choose types of content

Blog
E-Newsletter
Whitepaper or E-book
Videos
Events
Mobile
Webcasts or Podcasts
Infographics
Photo
Visual memes

Twitter: @topfloortech
+

5. Create/Collect Content
- Assign content creators for each topic.
- EX: Each month one person is responsible for the blog topic
- Create a workflow for content creation to publish

Creator

Producer

Editor

Publisher

Manager

- Re-purpose great content that has not been shared yet.
- Look through your website, sales materials, testimonials, case
studies or conversations with employees to find relevant content
that can be shared.
- Find Relevant content to share- 80% shared content
- 20% created content
Twitter: @topfloortech
+ 6. Publish Content
•Social Media: Twitter, Facebook, Google+, LinkedIn, Pinterest, etc. Be sure to
share your content on any social network you participate on and ask brand
advocates to do so as well.
•Blogs: Promote your content not only on your own blog, but on other industry
blogs as well.

•Email: Consider sending an email announcement to your subscribers describing
your content.
•Press releases: If your content is newsworthy, think about crafting a press or
media release to promote your piece.
Utilize a Content Marketing Automation Service: Hootsuite, Sprout Social, Hubspot.

Twitter: @topfloortech
+ Content Marketing
What is it?
Why is it important?
How do you do it?
How do you measure its effectiveness?
Twitter: @topfloortech
+ Measuring Effectiveness

Source: www.marketingprofs.com
Twitter: @topfloortech
+ Summary
What is Content Marketing?
creating and distributing valuable and compelling content to attract,
acquire, and engage a clearly defined and understood target audience –
with the objective of driving profitable customer action.
Why is content marketing
important?

• It works!
• It accomplishes the key goals of
each step of the marketing
process.
• Customers demand it.
• Your competitors are doing it.

How do you do it?
1.
2.
3.
4.
5.
6.
7.
8.

Determine your goals
Understand your audience
Select content topics
Create an editorial calendar
Create/collect content
Publish
Measure
Repeat!

Twitter: @topfloortech
+

Q&A

Twitter: @topfloortech
+ Upcoming Workshop
Content Marketing: Defining audience personas and
creating an editorial calendar
Date:

Thursday, February 20, 2014

Time:

1:30PM to 3:30PM

Location:

Top Floor Technologies
2725 S. Moorland Rd.
New Berlin, WI

Register at www.topfloortech.com/seminars
Enter discount code WEBINAR to save $50 off the registration fee.

Twitter: @topfloortech

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Webinar: Intro to Content Marketing - by Top Floor Technologies

  • 1. + Content Marketing A New Years Revolution January 30, 2014 Twitter: @topfloortech
  • 2. + Top Floor Technologies Branding & Positioning We help companies define and communicate what makes them unique. Web Design & Development We create attractive, user-friendly websites that generate leads. Search Marketing We drive traffic to our clients' websites by getting them top rankings in search engine results. Content Marketing We help clients create interesting, valuable content that attracts new customers and engages existing customers. Twitter: @topfloortech
  • 3. + Presenters: Cal Fidler Content Marketing Specialist Denny Yunk Director of Marketing @Cal_Fidler @dennyyunk Twitter: @topfloortech
  • 4. + Agenda  What is Content Marketing?  Why is it important?  How do you do it?  How do you measure its effectiveness? Twitter: @topfloortech
  • 5. + Housekeeping  To ask questions during the presentation, type them in the chat bar on the right side of your screen, or tweet them using the hashtag #topfloorcontent.  We will devote the final 10 minutes of the webinar to Q&A.  After  We the webinar, we will email you our slides. value your feedback! Twitter: @topfloortech
  • 6. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 7. + What Is Content Marketing? Content marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Joe Pulizzi “Epic Content Marketing” Twitter: @topfloortech
  • 8. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 9. + Why is Content Marketing important?  It is increasingly effective.  It accomplishes the key goals of each step of the marketing process: Awareness Familiarity Preference Decision Loyalty  “Through content, you connect. Content is the currency that powers connection. It speaks to us, makes us want to share it, and motivates people to buy.” – Jon Wuebben, Content is Currency  Customers demand it.   Google’s ―Zero Moment of Truth‖ study reported that in 2010, the average customer engaged with five pieces of content before making a purchase. In 2011, it had doubled to more than 10. Your competitors are doing it. Twitter: @topfloortech
  • 10. + Your competitors are doing it. Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Twitter: @topfloortech
  • 11. + Your competitors are doing it. Source: 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Twitter: @topfloortech
  • 12. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 13. + Content Marketing Step by Step Guide Determine Goals Create Editorial Calender Understand your Audience Select Content Topics Create/Collect Content Publish Content Twitter: @topfloortech
  • 14. + 1. Determine Goals What do you hope to accomplish with your content marketing? Twitter: @topfloortech
  • 15. + 2. Understand Your Audience  Develop personas for each of your key customer types  Identify their top priorities  Identify the sources they look to for information  Develop key messages for each persona  ―Speak‖ in a voice that is appropriate to them Twitter: @topfloortech
  • 16. + 3. Select Content Topics It’s about your customers, not about you Feel Their Pain- Identify the need you want to satisfy with content.  Answer relevant questions  Solve their problems  Make their job easier Twitter: @topfloortech
  • 18. + 3. Select Content Topics Use current events to draw attention    Search.twitter.com – find relevant and trending hashtags What is going on in your particular industry? Trending.com Twitter: @topfloortech
  • 20. + 3. Select Content Topics Incorporate keywords  Choose top Keywords and incorporate them into your content and topics.  Dig into your Google Analytics data to see what terms people are using to find your website Twitter: @topfloortech
  • 22. + 3. Select Content Topics Use numbers and FAQs in your titles    ―Top ten tricks for training your terrible terrier‖ “FAQ’s in Your Industry “ “Fifty Reasons why it is great to live in Wisconsin” Share relevant content  Share other’s content that is relevant to your theme, industry or topic.  App.Swayy.co Twitter: @topfloortech
  • 23. + 4. Create Editorial Calendar  Step 1: Plan out Topics for Content Major Events Month Industry or Major Topic (trade show, relevant holiday, company news, anniversary, etc.) Planned Campaigns (Sales or Marketing Campaigns) Suggested Campaigns January February March April May June July August September October November December Twitter: @topfloortech
  • 24. 4. Create Editorial Calendar + -  Step 2: Choose types of content Blog E-Newsletter Whitepaper or E-book Videos Events Mobile Webcasts or Podcasts Infographics Photo Visual memes Twitter: @topfloortech
  • 25. + 5. Create/Collect Content - Assign content creators for each topic. - EX: Each month one person is responsible for the blog topic - Create a workflow for content creation to publish Creator Producer Editor Publisher Manager - Re-purpose great content that has not been shared yet. - Look through your website, sales materials, testimonials, case studies or conversations with employees to find relevant content that can be shared. - Find Relevant content to share- 80% shared content - 20% created content Twitter: @topfloortech
  • 26. + 6. Publish Content •Social Media: Twitter, Facebook, Google+, LinkedIn, Pinterest, etc. Be sure to share your content on any social network you participate on and ask brand advocates to do so as well. •Blogs: Promote your content not only on your own blog, but on other industry blogs as well. •Email: Consider sending an email announcement to your subscribers describing your content. •Press releases: If your content is newsworthy, think about crafting a press or media release to promote your piece. Utilize a Content Marketing Automation Service: Hootsuite, Sprout Social, Hubspot. Twitter: @topfloortech
  • 27. + Content Marketing What is it? Why is it important? How do you do it? How do you measure its effectiveness? Twitter: @topfloortech
  • 28. + Measuring Effectiveness Source: www.marketingprofs.com Twitter: @topfloortech
  • 29. + Summary What is Content Marketing? creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Why is content marketing important? • It works! • It accomplishes the key goals of each step of the marketing process. • Customers demand it. • Your competitors are doing it. How do you do it? 1. 2. 3. 4. 5. 6. 7. 8. Determine your goals Understand your audience Select content topics Create an editorial calendar Create/collect content Publish Measure Repeat! Twitter: @topfloortech
  • 31. + Upcoming Workshop Content Marketing: Defining audience personas and creating an editorial calendar Date: Thursday, February 20, 2014 Time: 1:30PM to 3:30PM Location: Top Floor Technologies 2725 S. Moorland Rd. New Berlin, WI Register at www.topfloortech.com/seminars Enter discount code WEBINAR to save $50 off the registration fee. Twitter: @topfloortech