An Introduction to Content Marketing

•

7 likes•5,706 views

What is content marketing? It's the conversation that moves people from stranger to lead to customer to promoter. In this presentation, you'll learn two halves of content marketing, how to start building your content vault, a writer's block hack, and the secrets to promotion that we use at Autopilot.

Marketing

4
Content marketing is the conversation that
moves the relationship forward, from…
Stranger Lead Customer Repeat Customer Promoter

55
Creation Promotion
The two halves of content marketing are:
+

7
BUILD YOUR CONTENT VAULT
• blog posts
• webinars
• infographics
• podcast
• customer
• stories
• ebooks
• emails
• social media
• workshops
• academy
• slideshares
The vault contains any piece of content
you can use in your marketing:
(like this one)

8
PAGE HEADING
Unfortunately, great content
doesn’t fall from the sky.

9
SO WHAT DO YOU WRITE ABOUT?
What you can teach
your audience
What your audience
wants to hear
This is the sweet spot

1010
Source
Assign
Research
Draft
Edit
Decorate
Publish
Promote
THE WRITING PROCESS

11#SaaS#SaaS 11
WHERE TO GET CONTENT IDEAS
• Chat directly with customers
• Talk to product, sales and success
teams to extract commonly asked
questions and pain points
• Brainstorm around the sweet spot
• Find out what your target persona is
searching for on Google

12
Google is great for research, but
here’s a writer’s block hack…

1414
• You run out of ideas
• You get a different perspective
• You get in front of new audiences
WHY INTERVIEW EXPERTS?

15
Interview experts.Once you start creating content,
keep three types of readers in mind

16
STRUCTURE FOR
SKIMMERS
WRITE FOR
SPONGES
DECORATE FOR
SOCIALITES

17
• Background
• Trends
• Customer Journey Marketing
• Demo
• Takeaways and Q&A
1717
Post Type # of Posts % of Traﬃc
Contributed 9 22%
Tools 6 19%
Best Practices 17 18%
How To’s 9 17%
Content Tips 8 11%
Customer Stories 4 6%
Branded 7 5%
Other 3 2%
WHAT POSTS HAVE WORKED FOR AUTOPILOT?

18
• Landing Page Builder Reviews and Comparison
• 7 Lead Nurturing Secrets to Turn Strangers Into Customers
• 10 Attention-Grabbing Lead Nurturing Strategies & Their KPIs
• 8 Ways Marketing Automation Can Grow Your Small Business
• 5 Email Templates From 500 Startups (With Psychological Triggers)
• How to Build an Email List from Scratch
• 8 SEO Strategies to Win in 2016
18
TOP PERFORMING BLOG TITLES

19
Create content that informs,
educates, and inspires.
THE BOTTOM LINE

2121
SEO IS YOUR BEST FRIEND
Natural keyword placement, NOT keyword stuffing Optimize your page title, URL, meta description

22
• Email: newsletter, blog subscribers,
automated nurture emails
• Influencer outreach
• Social media
• Paid advertising
• Communities, forums, commenting
22
CHANNELS TO GET THE WORD OUT

2323
AUTOMATE LEAD NURTURING EMAILS
Subject lines: 6-10 words
for highest open rates
Be consistent - space your
emails 10 days apart
Personalize to deliver 6x
higher transaction rates
Send from a real person - not
“noreply@company.com”

2424
REACH OUT TO INFLUENCERS
Shared an article with an influencer They tweeted it to all their followers (who retweeted it)

25
Buﬀer
Share content like crazy through Buﬀer

2626
GENERATE AWARENESS VIA SOCIAL ADVERTISING
Choose top performing
content to boost
Target lookalike visitors
to drive quality web traffic
Test different messaging
and creative

27
• Content is the conversation that moves the relationship forward.  
Think through content for the whole buyer’s journey – strangers, leads, customers, and promoters.
• Quality content stands out. 
Put standards and processes in place to make sure your content rocks.
• Commit to the long-game. 
Because creating a content vault and seeing results takes time.
• Create. Promote. Repeat. 
Nail down your system, then push go.
KEY TAKEAWAYS

2929
Content Marketer at Autopilot
@ItsBrianSun
Visit us at blog.autopilothq.com
Brian Sun

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An Introduction to Content Marketing

1. 1 AN INTRODUCTION TO Content Marketing

2. 2 You’ll learn… 1. What is content marketing? 2. How to create quality content 3. How to promote content

3. 3 First, let’s deﬁne content marketing…

4. 4 Content marketing is the conversation that moves the relationship forward, from… Stranger Lead Customer Repeat Customer Promoter

5. 55 Creation Promotion The two halves of content marketing are: +

6. 66 Content Creation 1

7. 7 BUILD YOUR CONTENT VAULT • blog posts • webinars • infographics • podcast • customer • stories • ebooks • emails • social media • workshops • academy • slideshares The vault contains any piece of content you can use in your marketing: (like this one)

8. 8 PAGE HEADING Unfortunately, great content doesn’t fall from the sky.

9. 9 SO WHAT DO YOU WRITE ABOUT? What you can teach your audience What your audience wants to hear This is the sweet spot

10. 1010 Source Assign Research Draft Edit Decorate Publish Promote THE WRITING PROCESS

11. 11#SaaS#SaaS 11 WHERE TO GET CONTENT IDEAS • Chat directly with customers • Talk to product, sales and success teams to extract commonly asked questions and pain points • Brainstorm around the sweet spot • Find out what your target persona is searching for on Google

12. 12 Google is great for research, but here’s a writer’s block hack…

13. 13 Interview experts.

14. 1414 • You run out of ideas • You get a different perspective • You get in front of new audiences WHY INTERVIEW EXPERTS?

15. 15 Interview experts.Once you start creating content, keep three types of readers in mind

16. 16 STRUCTURE FOR SKIMMERS WRITE FOR SPONGES DECORATE FOR SOCIALITES

17. 17 • Background • Trends • Customer Journey Marketing • Demo • Takeaways and Q&A 1717 Post Type # of Posts % of Traﬃc Contributed 9 22% Tools 6 19% Best Practices 17 18% How To’s 9 17% Content Tips 8 11% Customer Stories 4 6% Branded 7 5% Other 3 2% WHAT POSTS HAVE WORKED FOR AUTOPILOT?

18. 18 • Landing Page Builder Reviews and Comparison • 7 Lead Nurturing Secrets to Turn Strangers Into Customers • 10 Attention-Grabbing Lead Nurturing Strategies & Their KPIs • 8 Ways Marketing Automation Can Grow Your Small Business • 5 Email Templates From 500 Startups (With Psychological Triggers) • How to Build an Email List from Scratch • 8 SEO Strategies to Win in 2016 18 TOP PERFORMING BLOG TITLES

19. 19 Create content that informs, educates, and inspires. THE BOTTOM LINE

20. 2020 Content Promotion 2

21. 2121 SEO IS YOUR BEST FRIEND Natural keyword placement, NOT keyword stuffing Optimize your page title, URL, meta description

22. 22 • Email: newsletter, blog subscribers, automated nurture emails • Influencer outreach • Social media • Paid advertising • Communities, forums, commenting 22 CHANNELS TO GET THE WORD OUT

23. 2323 AUTOMATE LEAD NURTURING EMAILS Subject lines: 6-10 words for highest open rates Be consistent - space your emails 10 days apart Personalize to deliver 6x higher transaction rates Send from a real person - not “noreply@company.com”

24. 2424 REACH OUT TO INFLUENCERS Shared an article with an influencer They tweeted it to all their followers (who retweeted it)

25. 25 Buﬀer Share content like crazy through Buﬀer

26. 2626 GENERATE AWARENESS VIA SOCIAL ADVERTISING Choose top performing content to boost Target lookalike visitors to drive quality web traffic Test different messaging and creative

27. 27 • Content is the conversation that moves the relationship forward.   Think through content for the whole buyer’s journey – strangers, leads, customers, and promoters. • Quality content stands out.  Put standards and processes in place to make sure your content rocks. • Commit to the long-game.  Because creating a content vault and seeing results takes time. • Create. Promote. Repeat.  Nail down your system, then push go. KEY TAKEAWAYS

28. 2828 HELPFUL CONTENT MARKETING BOOKS

29. 2929 Content Marketer at Autopilot @ItsBrianSun Visit us at blog.autopilothq.com Brian Sun

An Introduction to Content Marketing

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