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Content [and] Marketing
ATDC - Lunch and Learn

2. Short Intro
Erez Weinstein
Email me: erez@theWsolutions.com
Call me anytime: (678) 763-4034
To download resources file send blank
email to: atdc9413@thewsolutions.com

3. Overview
• What is content marketing
• Why you should do it
• Create a content plan
• Content strategy
• Find out what to write about
• The basic structure
• How to write effective titles
• Examples and content types
• Measure and adjust your content
• Promote it to increase your reach

4. Let’s talk about Content
• Content is everything you put in front
of your customers/users
• It is for real people
• It does not have to be yours
• It does not have to be directly related
to your product
• It should solve a problem or answer a
question. Always.

5. Let’s talk about Marketing
• Marketing suppose to generate leads
not close a sale.
• Most people try to sell – you should
try to teach.
• It’s not about your product – it is about
YOU.
• Everything is marketing
• 70% of all decision making is done
before any sale engagement

6. Content influences
everything in marketing
• Content is shareable
• Content is memorable
• Content is informative
• Content is timeless
• Content is communication
• Content is relationship
• Content is creativity

7. Some Numbers
Companies that blog have
55%
More website visitors
B2C Companies that blog generate
88%
More leads per month
B2B Companies that blog generate
67%
More leads per month
31%
Of internet purchases are
influenced by blogs

8. So what’s the plan?
• Start with your customers
• Find your voice
• Create 7-10 interest categories
• Create 10 titles in each
• Measure, improve, repeat
• Start TODAY

9. You got to love the Chinese
“The best time to plant a
tree was 20 years ago…the
second best time is now”

10. Your customers
• Fill out a customer discovery form
• Ask around
• Research online, find trends, learn
from others.
• Define what you want your customers
to do with the information you
provide.
• Find out where they are online.

11. Find your voice
• Who do you think you are
• Who your customers think you are
• What you want to be when you grow up
• Define the guidelines for your content
• Follow it
• And pay attention to the next slide

12. So I told you to find your
voice, but I didn’t really
mean that you do what you
want 
• Short & Punchy
• Straight & to the point
• Keep it simple
• Good old fashioned human interaction

13. Put it on paper (or a file)
• 7-10 categories
• 10 titles in each
• Actual titles
• Follow your guidelines
• Evoke emotions
• Describe it for the writer

14. What makes an effective title
Title needs to be sharp. Write a title than
try to write it again using less words with
more bang and command.
"Get That Melt In Your Mouth Bite by Choosing the Perfect Steak"
should be
"You're doing it wrong! Perfect Steak should melt in your mouth"
"Plan Your Next Trip as A Food Trip Around the World"
should be
"Eat your way through Europe"
"Climbing the Corporate Ladder by Mastering the Realm of Office Politics“
should be
"5 Office Politics Tips Guaranteed to help you move up"

15. Some more examples
If you feel like you need to explain your
title it is not a good one.
"Avoid the Travel Blues with these Tips for Traveling With Kids" - who would want
to read this? traveling should be fun…
“Traveling with kids - guide to happiness!”
"Get the Body Nature Didn’t Give You with These Tips on Creating the Illusion of
Height" - this reads: Yes. you look horrible but we might be able to fix that.
“The Illusion of height, your butt never looked juicer".
"Relationship with your supervisor, rights and wrongs“
“A family vacation they'll remember for years“
"4 wine pairings you have to try today!“
"Dessert wines are the new chocolate“
"5 cities in 7 days - west coast bests"

16. ‘How To’ – the best content
for fast growth
Really teach something, create real value
“How To Use Social Media To Destroy Your Business Effectively”
“How To Blog & Work On The Road While Travelling”
“Site Speed Is Money – How I Earnt $30,587 In 6 Hours”
“Behind the Scenes of Walker Art Center’s Email Collaboration”
“How Slate Manages 11 Different Newsletters”
“Process data faster”
“Do more with data“
“Programming to learn better”
“Better visual storytelling”

17. A picture is worth a thousand
words. A picture with a quote a
million.

18. Memes are easy to make and
perform well almost every
time

19. Other great forms of content
• Q&A / FAQ – You hear all the questions, you know all
the answers
• Events summery
• Business related –
deals, mergers, partnerships, awards, notable new
hires
• Holidays specific content
• Videos – yours or others – if others add your point of
view in text

20. Monitor, analyze, improve
• Google analytics
• Bounce rate
• Time on page
• Sales/conversions
• Polls/surveys
• Twitter and Facebook sharing, likes and comments
• Comments generated per page
Make a plan of what you measure and what
you do with it

21. If you publish it they will
come (or not)
Paid promotions:
Facebook post promote (actually works pretty good)
Outbrain.com (be careful here)
Google adwords (probably not a good idea)
“Free” promotions:
Guest blogging
Quora.com
Buffer or other share everywhere solution
helpareporter.com (HERO)
Workshops 
Fresh, unique, quality content will get found.
Eventually.

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Thank you
Questions? contact me via email