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 – 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 – 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
– 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 doesn’t mean people
believe you are.
• You need to create content showing your
expertise.
– Blogging
– Video
– Slide presentations
– 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:
– LinkedIn
– Facebook
– Google Plus
– Twitter
– 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 – NO BRAND
VISIBILITY
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14. Creating Content
• Plan – 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
©2013 WSI. All rights reserved.

15. LinkedIn
Facebook
• Twitter
• Blogging
• Social media sites (youtube,
slideshare, scribd, flickr)
• Listening/search tools
•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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21. Name your personas
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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?

24. Persona profile
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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
You’re 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)

27. Keyword Research
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WWW.UBERSUGGEST.ORG

28. Keyword Research
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29. Keyword Research
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30. Ask a question for each keyword phrase
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31. Brand building with Long Tail
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Source: Optify

32. 5. MATCHING YOUR CONTENT TO THE
SALES FUNNEL
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33. The sales funnel
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Decision
Consideration
Awareness

34. Match content to funnel
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35. 6. FROM PRODUCT PROMOTION TO
CONSUMER EDUCATION
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36. Times are Changing
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Marketers
controlling the
message, medium
& brand
Consumers are
informed & in
control
To

37. 7. EXPERTS PROVIDE QUALITY CONTENT
THAT DEVELOPS CREDIBILITY
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38. Share your expertise
©2013 WSI. All rights reserved.
Writesomething
ShareonLinkedIn
ShareonTwitter
Share on Google+
ShareonFacebook

39. Small Business Owners
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Leverage LinkedIn & Facebook

40. Credible content builds trust
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41. Repurpose Content Example
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“Lead Nurturing” Example from Marketo

43. ©2013 WSI. All rights reserved.
• Provide advanced digital marketing solutions
• Businesses of all sizes and industries
• World’s 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