Content Marketing - Connecting With Customers On Their Terms
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Today’s consumers know a sales pitch when they hear it. Traditional marketing is no longer enough. Learn what Content Marketing is (and what it isn’t). Get the knowledge you need to create content that’s useful, relevant and drives sales.
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Content Marketing - Connecting With Customers On Their Terms
- 1. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 1 Content Marketing Connecting with customers on their terms
- 2. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 2
- 3. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 3
- 4. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 4
- 5. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 5
- 6. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 6 BUY MY PRODUCT!
- 7. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 7
- 8. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 8 Interruption, Push or Outbound Marketing
- 9. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 9 Conduct online research before they go to a store to buy something 81% 2014 State of B2B Procurement study from the Acquity Group
- 10. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 10 Conduct online research before a B2B Transaction 94% 2014 State of B2B Procurement study from the Acquity Group
- 11. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 11
- 12. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 12 NOT Authentic NOT Specific NOT Customized
- 13. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 13 One Size NOTDoes Fit All
- 14. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 14 MarketingContent
- 15. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 15 MarketingContent Create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again.
- 16. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 16 MarketingContent Create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again. valuable and relevant
- 17. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 17 MarketingContent valuable and relevant ur customer, NOT you Time & Place: Give them the right information at the right time
- 18. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 18 MarketingContent Create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again. content
- 19. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 19 MarketingContent content Memes Videos Compar isons How Tos Case Studies Podcas Whitep apers Present ations Testimo Blogs Webina rs Infogra
- 20. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 20 MarketingContent Create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again. discover
- 21. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 21 MarketingContent discover Customers are “in-bound’ r customers to you
- 22. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 22 MarketingContent Create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again. educate
- 23. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 23 MarketingContent educate Make your customers smarter
- 24. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 24 MarketingContent Create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again. decide
- 25. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 25 MarketingContent decide Help customers through the ecision making cycle
- 26. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 26 MarketingContent Create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again.over and over again
- 27. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 27 MarketingContent over and over again Building brand loyalty for the long haul
- 28. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 28 Marketing The Roots Of Content
- 29. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 29
- 30. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 30
- 31. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 31 Where To Start? With PROBLEM The
- 32. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 32 Con tent Customers Want Content Businesses Create Marketing Content 2013, Sirius Decisions of marketing content goes unused 60-70%
- 33. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 33 Customers’ Decision Making Journey
- 34. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 34 Customers’ Decision Making Journey • Step-by-step guide • How to choose a realtor blog • Mini-dictionary of any confusing real estate terms • Mortgage calculator • Infographic showing all the steps • Map of school districts – colored-coded by rankings
- 35. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 35 Customers’ Decision Making Journey • A series of blog posts about small space hacks – how to make the most out of any space you have • Videos about to make multipurpose rooms – like office/guest room • A long form article about condo associations do • A list of questions to ask the association before you decide to buy
- 36. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 36 Customers’ Decision Making Journey • Pros and cons graphic about buying fixer uppers • Videos and photos that show before and after for inspiration • Checklist for things to look for during inspections • And long form articles that tackle the some of toughest concerns for people doing renovations – like lead-based paint or asbestos
- 37. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 37 WHY WHAT WHEN
- 38. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 38 HOW To Create Good Content
- 39. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 39 3Rules For Making Good Content
- 40. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 1 40 VisualMake It
- 41. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 41 10% 80% CMO Council 20%
- 42. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 42 Xerox 2014 More likely to read content with color 80% People are
- 43. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 43 is worth A MILLION a video Dr. James mc Quivey 1.8 million words One minute of video is equal to A PICTURE IS WORTH a thousand wor
- 44. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 44 Invisia 2016 Say videos help in the decision process 90% of users
- 45. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 2 45 FoundGet
- 46. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 46 SEOSearch Engine Optimization The way search engines work Keywords Results based on keywords
- 47. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 47 Where To Put Your Keywords In your description</> In your text In your file name
- 48. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 3 48 ActionCall To
- 49. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m DO SOMETHING! 49 Psychologist Jerome Bruner Click HereTell Us What Sign Up Register Today Buy Now Share Join us Learn M Dona
- 50. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 50 Other Action Items Use A Landing Page Capture Information Track Performance
- 51. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 51 Where Do I Put MY Content?
- 52. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 52 Finding Content A Home Your Website Social Media Other Sites & Social
- 53. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 53 QUESTIONS?
- 54. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 54 EXAMPLES
- 55. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 55 How Does Do Street View?
- 56. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 56 Learn Something New Everyday
- 57. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 57 Building a Community Of Drivers
- 58. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 58
- 59. JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 59
Hinweis der Redaktion
- Show of hands – who here has been to one of my presentations before?
- Okay, then you might have previously seen a picture like this. I like these types of pictures because I think it really illustrates the fundamental problem we all face in trying to market our products and services in today’s world.
- Clutter.
- There’re so many competing messages out there, literally in your face every day. There’s a couple of names for the types of marketing that create this clutter.
- Others call it “interruption marketing”: because in order for you to notice their messages, you have to stop what you’re currently doing; you have to be interrupted.
- Some people call this “push” marketing: because companies are basically pushing a message out to you.
- Another name is “outbound marketing”: because you’re literally sending out your message to your customers or potential customers.
- Whatever you want to call it, here are the most popular components: Banner ads Print ads Billboards TV ads Don’t’ misunderstand me, These things can be really good tools, but not when they’re used improperly. Not when they feel invasive and annoying. You can’t put all of your efforts into broadcasting out messages and hoping that your customers and prospects will just stop what they’re doing and pay attention.
- Consider this: 81% of shoppers conduct online research before they go to a store to buy something. So, to be clear, we’re not talking about online shopping. These are people who are planning to get in their car and drive to a retail store to make a purchase – but they don’t do that until they’ve done research online.
- That number goes up to 94% if you’re talking about Business-to-Business purchases. Raise your hand if you are a business that sells products or services to other businesses? 94% of the people who will eventually purchase something like what you’re selling are going to look on the internet for information before they even think about picking up the phone to call you. So while you’re blasting out messages in newspapers or at the tops of websites, there are people who are using Google to find exactly that thing you’re selling. But here’s the catch. They don’t want to see an ad about your price cut.
- When you live with this (pic) day in and day out, you know when you’re being sold to –
- and it doesn’t feel at all authentic, or specific or customized. It feels like you created one ad and expected it to apply to absolutely everyone.
- And as we all know: One size pretty much never fits all.
- And that brings me to the reason we’re here today. Content marketing. We’ve talked about the problem. Now we can talk about the solution.
- Content marketing is a strategy not a tactic. A tactic is a thing you do once and walk away. A strategy is a process, a philosophy, a way of thinking. This is a strategy where you create valuable and relevant content for your customer to discover, that will educate them and help them decide to buy your product or service. Sometimes over and over again. This is my definition. You can Google it and get something similar but with more buzzwords and marketing jargon, but I seldom think that’s helpful, so I’ve created this definition in plain English because I think it’s simplest. So, it’s easy to give a definition, what’s hard is making that definition understandable. So let’s take a minute and break this down:
- Let’s start with what might be the most important part of this: valuable and relevant:
- This is the key. And this doesn't mean valuable and relevant to you – this means valuable and relevant to your consumer. And value is about more then just money. Sure, a coupon is good, but only if the customer has already decided to buy. What’s really valuable is information that the customer maybe can’t get anywhere else. Or maybe information that’s presented in a way that finally understand it. Relevancy is about time and place. Remember all those people that are doing online research before they buy? Well, they’re going to need different types of information at different times. Let’s use the coupon example again. If they’re looking for an explanation about what your package includes, but you give them a coupon and no explanation. That coupon is irrelevant.
- Content: We keep using this word. What does it mean? What’s included in “content”?
- Blogs Webinars Infographics Memes Videos Whitepapers Presentations Testimonials How Tos Case Studies Podcasts Comparisons
- Ah, discovery. See this is the part of the definition that tell you we are talking about something completely different from push marketing or interruption marketing. This is the antithesis of those things.
- In fact, some people call content marketing, “pull marketing” or “in-bound marketing,” because your customers are literally coming to you. Maybe not for a purchase right away, but for information. And when they find you, you better have more than a sales pitch – you better have something that’s valuable & relevant.
- Educate: The internet has made us smarter.
- Anything I want to know is just a Google away. If I need to rent a live reindeer for a holiday event, I Google it. And your content needs to be there to educate your customer about the pros and cons of renting a live reindeer, as well as explanations about insurance requirements, when and how said reindeer are delivered and what do reindeer even eat anyway? Education. Reindeer education.
- Decide: Ah, yes, the decision making process.
- If you came to my presentation last year, you might remember we talked a bit about the buying cycle. Every single thing you purchase requires a decision making process. Sometimes that process is as simple as, hey, cheap candy! And it takes less than one second. However, more often the decision making process takes days, weeks or months and involves research, comparison shopping and maybe even finance and budgeting. Your content should help your customer through the process. Anyone here in real estate? Has anyone ever purchased a home? Buying a home can be a scary and confusing process. What if, when you were buying, you had a hand book that told you, in plain English what to expect, what to beware of and how to everything – from pre-approval to closing? Now that, would be valuable and relevant content.
- Over and over again: This is another huge plus of content marketing – because this is a strategy, not a tactic, it works for you on the long haul – building brand loyalty vs. a one and done.
- So that’s what content marketing is. But this is not a brand new concept. Really good brands have been using content marketing for years.
- Before the internet was even a twinkle in our digital eyes, John Deere was publishing something called The Furrow. This was a magazine. Actually, it still is magazine. It started in 1895 and it is still in publication today. In this entire magazine, the words John Deere seldom appear. Because this is not an ad. This is content. For example, the most recent issue has articles like: Serious About Soil Sampling Seeding Sense And Brushing Up On Bio Tech Not a tractor article in the bunch. The Furrow wasn’t and still isn’t a hard sell. Readers believed that the company just wanted to give them information that might help them in their business. The readers felt like the publisher was authentic. And that trust from authenticity is why John Deere is still a powerhouse brand in it’s industry more than 179 years after the company started.
- Obviously, before the internet, The Furrow was mailed directly to farmers. Or it as distributed a John Deere dealerships. Sometimes you could find it at feed stores. Now, The Furrow has not just a website, but magazine has a FaceBook page, an Instagram account and is active n Twitter and LinkedIn. This has brought a whole new generation to The Furrow. And not just farmers. Biologists, botanists, engineers, and even casual gardeners can find something of interest amongst this content that John Deere is publishing via The Furrow. Because when those people hop on Google and search for “best ways to fertilize” or “what to look for in a soil sample,” they’re going to find content created by The Furrow.
- So what if you don’t have a legacy of more than 100 years to work with? What is you want to start developing content right now, for the first time? How do start? You start with the problem. Not your problem. You customer’s problem. They all have problems, right? Problems that your product or service will help them solve. That’s the whole reason you’re in business, right? But sometimes, as marketers, ad business people, we lose sight of this. When given the opportunity, we jump right to the offer or the price tag. But that’s the final step. The end of the story. You don’t start at the end of the story. (speaking of story, if you want to hear more about how to use storytelling marketing, you should come back this afternoon.)
- So start with the problem. Then figure out all the information your customer is going to need to decide that your product or service is the right solution to their problem. Really put yourself in the shoes on your customer and think of what kind of information you would want if you were them. And this isn’t as easy as it sounds. There are all sorts of brand out there that are publishing stuff that no one ever uses. (60-70% of marketing content goes unused).
- And the kind of information that your customer wants, that they actually need is, based entirely on where they are in that decision making process that I mentioned earlier. Let’s go back to the home buying example. This is Tommy and Tammy – They’re a young, newly married couple looking to buy their first home This is Harold and Hannah – Their kids have all left for college and they’re looking to sell their big ranch style home and move into a cozy condo. This is Max. He’s a handy guy who doesn’t have a lot of money, so he’s looking for a low price fixer upper to turn into his dream home. Each of these folks is going to go through a decision making process – and they’re all going to be unique experiences. Now let’s say that these lines represents where each of these people are on the path to buying a home. Each of our home buying friends are at different places on this path based on their past experiences. Tommy and Tammy are pretty close to the beginning because this is the first time they’ve bought a home. Harold and Hannah have done this before – maybe more than once, so they’re much further down the path. And Max, his unique circumstances means he probably needs even more information than Tommy and Tammy, so he’s even closer to the starting line than they are.
- Because Tommy & Tammy are pretty traditional first time home buyers, they’re going to have the traditional questions: Can we afford this? How do we know if we can afford this? What’s the first step? What can expect during the process? But Tommy and Tammy are a young couple, remember? So they’re going to want to make sure the decisions they make today are going to support their lifestyle in the future. So here’s the content we’re going to develop for Tommy and Tammy to discover when they site down at their laptops and start Googling these questions: A very simple step-by-step guide of how to get started A blog about how to choose a realtor A mini-dictionary of any confusing real estate terms Mortgage calculator An infographic showing all the steps A map of school districts – colored-coded by rankings
- Now, Harold and Hannah don’t need any of the same information as Tommy and Tammy. Their questions are going to be completely different. Like how are we going to adjust to a smaller space? What if the kids come back to visit, will we have enough room? We’ve never lived in a condo before, what’s that like? So we’re going to have create a brand new set of content to help them down the path. A series of blog posts about small space hacks – how to make the most out of any space you have. Videos (possibly shared from a source like HGTV) about to make multipurpose rooms – like office/guest room. A long form article about condo associations do. A list of questions to ask the association before you decide to buy.
- And finally to our handyman Max. We can repurpose some of the content we developed for Tommy and Tammy. But we also need to create a few special pieces for him. Like a pros and cons graphic about buying fixer uppers Videos and photos (possibly shared from a source like HGTV) that show before and after for inspiration Checklist for things to look for during inspections And long form articles that tackle the some of toughest concerns for people doing renovations – like lead-based paint or asbestos.
- Now we’ve talked about Why content marketing is important, What content marketing is, and even When during the decision making cycle your customers need different pieces of content. Now let’s talk about How.
- How do you create good content? I mean we’ve used words like “valuable” and “relevant.” But those words are important from a strategic perspective, they’re not tactical. They’re not tangible. They don’t tell you what specific action to take when creating the content.
- So here you go. Here are 3 actionable rules for creating good content.
- First – make it visual.
- Studies show that when people hear something, they remember about 10 percent of it. If they read it, they remember about 20 percent of it. If they see it, however, they remember about 80 percent of it
- If people are scrolling along, looking for information and they see an image, their willing ness to actually stop and pay attention to that image increases by they’re 94% more likely to stop and look at it if it has images
- So it seems it’s true what they say – a picture is worth a thousand words. But did you know that video is worth a million? Actually more than a million. 1.8 million to be exact.
- 90% of users say product videos are helpful in the decision process.
- Okay, second rule for making great content. Make the content so it can be found. Because, let’s face it, it doesn’t matter how great your content is, if no one can find it. Getting found is part of the startegy.
- Who’s heard of SEO? SEO is search engine optimization. It’s basically the way that all search engines work. When someone initiates a search on a search engine, they use keywords. So, if I’m doing research before I get in my car and drive to store, I might search, best wireless headphones or best running shoe for women. Those are my keywords. In just seconds, your search engine, whether it be google, yahoo bing or another one, will serve up results based on those keywords.
- Okay, so how do use keywords when creating your content to get found? There’s a whole lot of complicated strategy behind SEO. People teach entire college courses on it. But here’s the very basics. First, you can put these keywords in the text you’re using in your content. So, it you’ve created a step by step guide to getting a mortgage, use the keywords you think your customers will be using on search engines in your guide. Who here has a business that has a web site? Well, when you’re putting together your website, you have the opportunity to describe your site on the back end. When google delivers search results, this is the description that users see. When you save your content file – whether it be a jpg, pdf, mp4 or other, use keywords in that file name. When you then place that file on your website, it will then be findable on search engines.
- Okay, you’ve got their attention. Now tell them what you want them to do. Please don’t put great content out there and not ask the customers to find it to take some sort of action. I mean, that’s the whole point of creating the content in the first place, right? To get them to do something.
- Here are some other action-oriented tips. Use a special landing page that matches the message of your content. Here’s an example – if I share a video about a charity and the great work they do, I’m going to include a link and ask them to donate to that charity. But when they click on that link, it will take them to a page that says, thanks for watching our video, your donation will make a difference – how much would you like to contribute today. Whenever you can, use that landing page to capture names, phone numbers and email addresses. This is how you build your database. And track everything! You can’t improve – or even prove that your content is working if you don’t know how many people are clicking, from where and what they’re doing once they get to your site.
- How do you create good content? I mean we’ve used words like “valuable” and “relevant.” But those words are important from a strategic perspective, they’re not tactical. They’re not tangible. They don’t tell you what specific action to take when creating the content.
- The most obvious place to house your content is your own website. But you should also put it on every social media channel you’ve got. And by the way, these are not either or. These should be in both places. You should place the content on your website, but share it on social media. Also, consider other people’s sites. Do you have partners, affiliates, friends, family? Hit them up. Ask if they’ll share your content on their social media channels or if there’s a place on their site to link to your content.
- Will it blend 2006