The New Rules of Content Marketing

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The New Rules of Content Marketing

Presented by Kathryn HawkinsPrincipal, Hawkins Multimediahttp://hawkinsmultimedia.com

+About us

We are a virtually-based website development and content marketing agency that works with national clients including universities, technology companies, and nonprofits. We develop and execute print, web, and video content marketing campaigns.

Principals Kathryn and Jeff Hawkins@kathrynhawkins and @jeffrhawkins

http://hawkinsmultimedia.com

+What is content marketing?

First, here’s what it’s not…

Sales copy

Press releases

Direct marketing offers

If it’s all about you, it’s not the way to build a loyal base.

+OK, so what is it?

It’s not about selling your audience on a product or service.

It’s about helping them get the information they need.

Learn who your audience is.

Give them the knowledge they need to solve the problems they face.

Communicate with them on the topics they care about – and let them make the choice.

+Types of content marketing

Blogs

Webinars

White papers

Videos

Presentations

Podcasts

Custom magazines

E-books

E-newsletters

Social content

and more…

+Why content marketing?

97% of today’s consumers research purchases online before buying. (BIA/Kelsey Group)

By creating high-quality, free online content, you can:

Get noticed

Build trust

Make sales or gain donors

+Case study: Intuit

+Case study: Intuit

+Case study: Intuit blog

Intuit created the Small Business Blog to share useful, actionable advice with small business owners

Establishing Intuit’s reputation as a company that small businesses can trust

Intuit uses blog content to engage audience through social media

+Case study: Degree’s Adrenalist

+Case study: Degree’s Adrenalist

A multimedia website dedicated to extreme sports, sponsored by Degree deodorant

Video documentaries, articles, and tips focused on site’s target audience of daredevil guys

Site content has helped Degree attract over 700,000 Facebook fans

+Cas

+Case study: Meet Your Farmer

Short documentary series produced by Maine Farmland Trust, an organization dedicated to protecting Maine farmland

Raised awareness about local farmers and the issues they face

Screenings offer chance for audience to connect directly with farmers and learn more about the nonprofit’s work

Videos can be embedded on any website

+The payoffs of good content marketing

Build highly targeted site traffic

Increase backlinks and social sharing

Increase brand reputation

More customer loyalty

More sales or donors

+Content marketing and social media

If you’re using social media, you’re already engaging in content marketing.

Tools like Twitter, Facebook, and LinkedIn are essential to a good content marketing strategy. You can:

Entertain your audience with platform-specific original content

Amplify your web content to a broader audience

Engage one-on-one with fans and prospects

+Content marketing on a budget

If you’re not a big company, how do you fit content marketing into your budget?

Cut back on marketing campaigns that aren’t paying off

Re-purpose existing content

Build partnerships – get guest bloggers and syndicated content

If you can’t afford a full-time employee, contact a content marketing agency for a package price

+Your content marketing roadmap

1) Analyze your audience

2) Plan an editorial calendar

3) Connect with content vendors and partners

4) Engage your audience on your site and through social media

5) Measure your results

+The three Es of content marketing

Educate

Entertain

Engage

It’s not about a one-night stand.

It’s about getting your prospects

to commit.

+Thank you

Connect with me:

@kathrynhawkins

http://linkedin.com/in/kathrynhawkins

http://hawkinsmultimedia.com