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Create Brand Advocates with Content Marketing

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Fred Ranger
Director, Brand & Marketing Communications
@YellowPages_ca

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CONTENT IS AT THE
CORE OF OUR
MARKETING STRATEGY
AND IS KEY TO OUR
LEAD GENERATION
STRATEGY AND IS ONE
OF THE MOST
EFFECTIVE WAY TO
BUILD OUR PIPELINE.

4.
4
6%
growth/year
510 MIN
Per day in 2017

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5Source: Contently
20%
Interest in “content marketing” has climbed steadily since 2011

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Why is Content Marketing such a big deal?
Source: eMarketer

7.
MY PRECIOUS ROI

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PRODUCT
PRICE
PLACE
PROMOTION
ROI
RETURN ON INVESTMENT
ENGAGE
EDUCATE
EXCITE
EVANGELIZE
RQI
RETURN ON THE QUALITY OF INTERACTIONS
4 Ps + 4Es
+

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“The biggest requirement is a shift
in mindset from creating
messages that talk about us to
creating content that solves
problems for the people we want
to reach.”
Ann Handley, MarketingProfs

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How does Content Marketing fit into the marketing funnel?
Visitors
Prospects
Marketing
Qualified Leads
(MQLs)
Sales
Qualified
Leads (SQLs)
Won Deals
Nurture and qualify
Engage when sales ready
Attract and acquire

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How does Content Marketing fit into the marketing funnel?
Attract and acquire with
CONTENT MARKETING
Visitors
Prospects
Marketing
Qualified Leads
(MQLs)
Sales
Qualified
Leads (SQLs)
Won Deals

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How does Content Marketing fit into the marketing funnel?
Attract and acquire with
CONTENT MARKETING
• Create Brand Awareness
• Provoke Engagement
• Generate Leads
Visitors
Prospects
Marketing
Qualified Leads
(MQLs)
Sales
Qualified
Leads (SQLs)
Won Deals

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How does Content Marketing fit into the marketing funnel?
Attract and acquire with
CONTENT MARKETING
• Create Brand Awareness
• Provoke Engagement
• Generate Leads
Visitors
Prospects
Marketing
Qualified Leads
(MQLs)
Sales
Qualified
Leads (SQLs)
Won Deals
Ultimately create
ADVOCATES OF YOUR BRAND

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Strategy and goal: Find customer pain point and
create a piece of research that solves it
Planning and Ideation: Reversed engineered our
target audience attention, pain points, intentions
Tactical (Distribution): Website, blog post, industry
partners (Moz, IAB, SEMPO etc), press release,
social media, display advertising, email.
Repurposing (Execution): Blog posts (12), Cheat
sheets (10), infographics (2), webinars (4)
Optimizing Content Experience
B u s i n e s s C a s e

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Content Marketing done right
C a s e S t u d y
Results:
130,000 points of contact with content
4x more downloads than any other content
450 MQLs
22 new opportunities

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Tips for Successful Content Marketing

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.
Tip #1: Understand who your audience is and/or who you want it to be?
T i p s f o r S u c c e s s f u l C o n t e n t M a r k e t i n g
REVERSE
INGENNEER
YOUR
AUDIENCE
INTERESTS

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ENSURE YOU
ARE ADDING
VALUE

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BE NATIVE
TO THE
PLATFORMS
AND DEVICES

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GET TO A
COMMON
SCORECARD

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Let’s connect!
https://ca.linkedin.com/in/fredranger
@fredranger
@lefredranger

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Q&A

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Why is Content Marketing such a big deal?
Content
Marketing
Search Engine
Optimization
(SEO)
Thought
Leadership
Content is also vital to SEO. Google’s Matt
Cutts has repeatedly said that quality content
is key to Google rankings. Ultimately,
businesses must “produce smart, user-
focused content, or be condemned to search
engine purgatory.”
Content marketing is a tool that can help build
thought leadership and authority around your
brand, putting your brand in a position of
influence, generating leads, and filling the top
of the funnel.

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Tip #5: Create valuable content, but don’t reinvent the wheel each time
T i p s f o r S u c c e s s f u l C o n t e n t M a r k e t i n g