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Magnetic

Content
Strategies to
transform your
website into a
customer attraction
force field.
ON
HERE’S THE PLAN TO


TURN
              the power of
         content marketing.
Content marketing is...
         The process of creating and
         delivering valuable content to
         your target customers.
What’s the point?
            The point is to get
            traffic, leads & sales.
            The plan is to achieve
            what advertising
            usually does not...

            Get people to
            KNOW, LIKE &
            trust you.
Trust.
You have to earn it.
      What if you were to...


      •   Be found when people are searching?
      •   Give people the information they need
          to make smart decisions?
      •   Position your company as a generous
          advisor and friend?
      •   Teach (instead of pitch)?
Be the media.
Become the

AUTHORITY.
STOP with
interrupting people
stuff they don’t want.
☒ Advertising
☒ Jargon
☒ Being dull
☒ Repeating yourself
☒ Stealing content
☒ Sounding like a
  corporate stuffed shirt
START
being the expert
prospects rely on.
☑ Help, advice, answers
☑ Relevant stories
☑ Personalized,
  customized content
☑ Fun, provocative
☑ Objective
☑ Easy to find
☑ Easy to share
create a customer
attraction force field.
First
  Determine what action
you want customers to take.
       You might call this:
       “define objectives.”
Second
Determine what potential
buyers need to know.
Shush up and listen.
Third
 Create a content plan.
 Thou shall create stuff people want,
deliver it where they consume media,
   based on where they are in the
           process of buying.

   *Even if they don’t have their wallet with ‘em.
Fourth
Put a content creation team together.
      Put your money where your media is.

                Scrimping ain’t smart.
Fifth
 Get your digital
 ducks in a row.
 Digital outlets. Digital platforms.

 This is the information age. You got that memo, right?
Sixth
Promote what you publish.
 Social media school starts tomorrow.
             Enroll today.
Seventh
      Measure.
   If you really want to
      make this work,
    you need to know
 what is and isn’t working.

     You can handle the truth.
It’s time to get

              agnetic...
Target.
 Know
 your
 customer
 Establish
 personas
 Be
 relevant
     Don’t publish this.
ontent
                     forattractingcustomers.
how to’s tips shortcuts secrets tutorials recipes stories case
studies comparisons demonstrations pros n’ cons dangers
myths pitfalls mistakes lies interviews roundups Q&As product
applications real world examples exceptions screenshots
highlights research test results best-of’s ironies rules bloopers
milestones events re-caps records reviews reasons jokes
parodies quotes interviews opinions opposing views glossaries
best practices profiles news opinions glossaries trends lists
Connect
the dots.
 Use a mix of
 media for more
 touchpoints
 Stay on topic
 Integrate
 Link everything
 to your site/blog
create a customer
attraction force field.
  never publish this.
    [unless flies are your target market]
create a customer
.com
attraction force field.
 c is for compelling
 o is for original
 m is for memorable
Point your browser to FeldmanCreative.com
for all your online marketing needs. Owner Barry Feldman
has been a copywriter and creative director since 1988.
A seasoned storyteller, Barry will help you create ultra-
magnetic content and offer pointers to sharpen your site,
attract and engage prospects, nurture relationships,
generate sales, and build loyal brand advocates.


                 I created this stuff for you.
                    Free pointers at Feldman Creative

                    Barry’s blog: “The Point”

                    Educational SlideShare resources

                    Features at Social Media Today

                    Posts & podcasts at
                    Content Marketing Institute
                    101 Persuasion Pointers
                    (short videos) at Tout.com

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Magnetic Content: Strategies for Customer Attraction

  • 1. Magnetic Content Strategies to transform your website into a customer attraction force field.
  • 2. ON HERE’S THE PLAN TO TURN the power of content marketing.
  • 3. Content marketing is... The process of creating and delivering valuable content to your target customers.
  • 4. What’s the point? The point is to get traffic, leads & sales. The plan is to achieve what advertising usually does not... Get people to KNOW, LIKE & trust you.
  • 5. Trust. You have to earn it. What if you were to... • Be found when people are searching? • Give people the information they need to make smart decisions? • Position your company as a generous advisor and friend? • Teach (instead of pitch)?
  • 9. ☒ Advertising ☒ Jargon ☒ Being dull ☒ Repeating yourself ☒ Stealing content ☒ Sounding like a corporate stuffed shirt
  • 11. ☑ Help, advice, answers ☑ Relevant stories ☑ Personalized, customized content ☑ Fun, provocative ☑ Objective ☑ Easy to find ☑ Easy to share
  • 13. First Determine what action you want customers to take. You might call this: “define objectives.”
  • 14. Second Determine what potential buyers need to know. Shush up and listen.
  • 15. Third Create a content plan. Thou shall create stuff people want, deliver it where they consume media, based on where they are in the process of buying. *Even if they don’t have their wallet with ‘em.
  • 16. Fourth Put a content creation team together. Put your money where your media is. Scrimping ain’t smart.
  • 17. Fifth Get your digital ducks in a row. Digital outlets. Digital platforms. This is the information age. You got that memo, right?
  • 18. Sixth Promote what you publish. Social media school starts tomorrow. Enroll today.
  • 19. Seventh Measure. If you really want to make this work, you need to know what is and isn’t working. You can handle the truth.
  • 20. It’s time to get agnetic...
  • 21. Target. Know your customer Establish personas Be relevant Don’t publish this.
  • 22. ontent forattractingcustomers. how to’s tips shortcuts secrets tutorials recipes stories case studies comparisons demonstrations pros n’ cons dangers myths pitfalls mistakes lies interviews roundups Q&As product applications real world examples exceptions screenshots highlights research test results best-of’s ironies rules bloopers milestones events re-caps records reviews reasons jokes parodies quotes interviews opinions opposing views glossaries best practices profiles news opinions glossaries trends lists
  • 23. Connect the dots. Use a mix of media for more touchpoints Stay on topic Integrate Link everything to your site/blog
  • 24. create a customer attraction force field. never publish this. [unless flies are your target market]
  • 25. create a customer .com attraction force field. c is for compelling o is for original m is for memorable
  • 26. Point your browser to FeldmanCreative.com for all your online marketing needs. Owner Barry Feldman has been a copywriter and creative director since 1988. A seasoned storyteller, Barry will help you create ultra- magnetic content and offer pointers to sharpen your site, attract and engage prospects, nurture relationships, generate sales, and build loyal brand advocates. I created this stuff for you. Free pointers at Feldman Creative Barry’s blog: “The Point” Educational SlideShare resources Features at Social Media Today Posts & podcasts at Content Marketing Institute 101 Persuasion Pointers (short videos) at Tout.com