The internet is crowded, people's attention spans are short - what is the best way to attract customers using content marketing? Here we explore a real brand's examples of ways to attract customers.
Presented to the HubSpot Inbound Marketing Group Brisbane, Australia 1 September 2015.
8. IT’S ALL ABOUT
THE STORY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8
9. WHAT IS CONTENT MARKETING?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9
10. CONTENT MARKETING
The distribution of valuable and compelling
content to attract, acquire, and engage a
clearly defined and understood target
audience – with the objective to driving a
profitable customer action.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10
11. CONTENT MARKETING
The distribution of valuable and compelling
content to attract, acquire, and engage a
clearly defined and understood target
audience – with the objective to driving a
profitable customer action.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11
12. “Traditional marketing is telling the world you
are a rock-star. Content marketing is
showing the world you are one.”
Robert Rose – Lead Strategist, Content Marketing Institute
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12
13. “Traditional marketing talks at people.
Content marketing talks with them.”
Doug Kessler, CoFounder & Creative Director, Velocity Partners
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13
15. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15
Case Studies
digital magazines
BLOGGING microsites
Website Copy
WHITE PAPERS
User Generated Content
videos
eBooks
Social Media
PODCASTTestimonials
FAQs
16. CONTENT TO POSITION
YOUR BRAND
Market leader
Thought provoker
Trusted advisor
Authority in your field
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 16
20. SEO & CONTENT AUDIT
What pages work?
Which pages don’t work and why?
What content do we have?
What are we missing?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20
21. HOW DID WE
ATTRACT CUSTOMERS?
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21
23. BE A TRUSTED GUIDE
What are the competitive differentiators, guide
the audience through the process and continue
to offer value for the life of the product.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23
24. BE A TRUSTED ADVISOR
Build loyalty and trust with your audience.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24
25. ESTABLISH AUTHORITY
With consistent, high-value content that
gives value to your audience.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25
26. SEARCH ENGINE OPTIMISATION
Win higher rankings and be rewarded with
page views with high quality, optimised
content that provides value to the reader.
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26
28. KEY TAKEAWAY
PEOPLE BUY INTO YOU,
BEFORE THEY BUY FROM YOU.
7 blog topics guaranteed to work every time
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28
33. “Content is king, but distribution is
queen and she wears the pants.”
Jon Steinberg, President, Buzzfeed
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33
40. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40
FIND YOUR TOPIC
Then create the best, most relevant and useful content on the internet.
Don’t be ordinary, be EXTRAODINARY!