ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Write an effective and sustainable social media & content plan that ties to business goals
@deandelisle @GetSocialJack #SocialTeaming

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Content Marketing
Dean DeLisle
• Founder and CEO of Forward Progress, Inc.
• Creator of Social Jack™
• Trained and Coached over 100,000 in Social Network Skills
• Relationship Marketing, Social Selling, Influencer
Marketing and Production, eLearning, Lead Generation and
Conversion Social Networking, Digital Marketing
• Financial Services, Insurance, Banking, Private Equity,
Professional Services, Legal, Accounting, Technology, …

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Content Marketing
Accelerated Learning
• Less Time – Learn More
• Paired Share – Timed
• Raise Hand – Bring It Back

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
The Law of Familiarity determines that the more
we spend time with and get to know anything, and
the more something becomes just a normal part of
life – the less we are excited about it or the less
we give it the attention it deserves. We see this
happen in all aspects of life – relationships, work,
hobbies, exercise, initiatives and learning.
Sometimes things just become… boring and our
mind shuts down!

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Content Marketing
Commit to Your Success

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Content Marketing
Content Marketing
• What is it?
• Why is it Important?
• What’s the
Strategy?

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
What is Content Marketing?
Content Marketing is the science
and art of reaching your audience
and pulling it toward your
business with the use of Content

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Content Marketing
Why is Content Marketing Important?
There are qualified prospects looking
for your product or service right now
and Search Engines like Google use
properly placed content to place you
in front of their search request.
GET CONNECTED - BUILD TRUST – BUILD RELATIONSHIPS

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Content Marketing
What is the Strategy for Content Marketing?
• Create and promote
useful, relevant
information
• Attract and engage with
website visitors
• Convert those visitors
into customers/clients
Graphic: Andy Crestodina - Orbit Media Studios, Chicago

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Content Marketing
Types of Content
Collateral & SalesPR/AdvertisingFunctional E-marketing User Generated
Examples?

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Content Marketing
Content Marketing and the Consumer Journey

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Content Marketing
Awareness
Consideration
Conversion
Loyalty
Advocacy
Word-of-Mouth
2. Consumers add or subtract
brands as they evaluate what they
want
1. The consumer considers
an initial set of brands,
based on brand perceptions
and exposure to recent
touch points.
4. After purchasing a product or service,
the consumer builds expectations based on
experience to inform the next decision journey.
3. Ultimately,
the consumer
selects a brand
at the moment
of purchase.
Moment of
Purchase
Initial
Consideration
Active Evaluation
Information gathering, shopping
Post purchase Experience
Ongoing exposure
Loyalty loop
Trigger
Content Marketing and the Consumer Journey
Share

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Content Marketing
Plan
• Your services and value proposition
• Your main goals
• Target markets
• Where are you willing to manage
• Measure your results

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Content Marketing
Value
• What products/services do you provide?
• How do you compare to competition?
• How can you help others?
P1-1,2

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Content Marketing
Measuring ROI = Goals

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Identify Your Target
• Who is your target client/partner?
• What do they do?
• Where are they?
• What Industry are they in?
• What size Company do they work for?
• How do they use technology?
• Where do they get their information?
• What are their needs?

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Chose Your “New Business” Destination
• Landing Page
• Website
• Registration
• Subscribe
• Phone
• Webinar/Event
• Downloads

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Developing a Content Strategy

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Content Marketing
Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey your targets!
P3-9

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SMSS 2016

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Content Marketing
Keyword Tools – our favorites
• Google Adwords
• Google Trends
• Uber Suggest
• Word Tracker
• Soovle
• Twitter (hashtag search!)
P3-9

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Content Marketing
Executing Your Keyword Strategy
P3-9
Element Description
Title Tag Tells search engines and users what content lives on a page
URL Structure Tells search engines and users where content lives on a website
Heading Tags (<H1>) Supports the Title Tag as a Sub-TItle
Anchor Text Tells search engines and users what content links point to
Meta Descriptions Tells users what a page is about when they see a result in search
engines
Body Copy Gives search engines and users more information about the page
content
Image Alt Tags Tells search engines what the image represents

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Content Marketing
Conversion
• Getting your destination visitors (prospects)
to take action that will move your business
toward reaching its goal
• What you’ll gain
• Prospects/Customers
• Subscribers
• Social Media Fans/Followers/+1s
• Product Reviewers
• Members
• Promotion Entrants

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Content Marketing
Why Use Online Partners?
• Interactive
• People Respond
• Building Trust
• Building Community
• Viral Activity
• Sharing

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
How Many Contacts Do You Have That You
Cannot See?
• That know YOU?
• That trust YOU?
• That have done business with
YOU?
• That would recommend YOU?
Dean Sue Mark Pat
Extended Reach to
More Targets

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Your Network
Vendors
Partners
Clients
Conferences
Associations

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Who are your Social Trusted Agents?
Your Team!
• Clients
• Vendors
• Partners
• Friends
• Organization
s
P3-7
IDENTIFY
CONNECT
VERIFY

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Content Marketing
Social Communities

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Content Marketing
SoundCloud

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Content Marketing
Gated – Social Jack

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Content Marketing
iTunes

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Blog
• A blog can be an incredible tool for
sharing information and expertise.
• A blog can be used to directly
promote products, services and
events.
• A blog can assist in promoting
company vision and developments.
• A blog can foster customer loyalty,
build relationships with clients and
customers.

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
YouTube

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Webinar – Secret Content Engine
1. Create Webinar
2. Create Power Point
3. Hold Webinar
4. Post Power Point
a) Social
5. Create Video
6. Post Video
a) Social
7. Write Bog
8. Attached Items
9. LinkedIn Bonus Post
10.Facebook Bonus Post

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Email Data - Inbound
• Automated vs. Manual
• Destination
• Platform
• Single vs Routed
• Source Tracking
• Interface
• CRM, Email System, Inbox
• Routing

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Email Data - Outbound
• Automated vs. Manual
• Destination
• Complete community
• Segments
• Source
• Interface
• CRM, Email System, Inbox
• Frequency

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Integrate Your Content
ONE TO MANY
CHECKLIST

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms
P5-15

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Building a Content Map
• Remember
• Value
• Target
• Keywords
• Platforms

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
• Remember
• Value
• Target
• Keywords
• Platforms
Building a Content Map

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Blog Hack – Content Jam
• Chose Destination
• Target to aim for
• Keyword phrase to own
• Content inventory for support
• Optimize inventory
• Get SEM/MKO for blog creation
• Attached inventory
• Post and Optimize (SEOPressor)
• Syndicate (social, distribution, OnlyWire)
• Attach to profiles (show LinkedIn)
• Watch it Climb!!

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
LinkedIn Blog Hack – Content
Jam• Chose Destination
• Target to aim for
• Keyword phrase to own
• Content inventory for support
• Optimize inventory
• Get SEM/MKO for blog creation
• Attached inventory
• Post and Optimize (SEOPressor)
• Syndicate (social, distribution, OnlyWire)
• Attach to profiles (show LinkedIn)
• Watch it Climb!!

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
• Remember
• Destination
• Target
• Keywords
• Platforms
Content Map Hack

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Measure Content Results
• Radian 6
• Google Analytics
• Hootsuite
• Sprout Social
• Word Press
• Social Networks

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Sprout Social Sample

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Content Marketing
RESULTS
• Getting your destination visitors (prospects)
to take action that will move your business
toward reaching its goal
• What you’ll gain
• Prospects/Customers
• Subscribers
• Social Media Fans/Followers/+1s
• Product Reviewers
• Members
• Promotion Entrants

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Launch
• Begin generating valuable content (Your Podcast)
• Interact and engage with customers and prospects
• Build relationships
• Consistently Measure (Test, Test, Test)
• Connections
• Engagement
• Outcome/Sales

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Assignment
• Assemble/Align Your Team
• Create a Content Marketing Plan
• Gather Your Content
• Create Your Podcast
• Share Your Content
• Engage with Your Audience

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Thank You!

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
Content Marketing
Connect WITH us!
Dean@forwardprogress.net