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A presentation on content marketing by Donna Papacosta to HalTech, Oakville, May 11, 2012. Note: Videos were also shown during the presentation; they are not included here.
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Content marketing for your business HalTech Marketing Peer2Peer May 11, 2012
Donna Papacosta
Content marketing defined
• Understanding what your prospects need, and producing material that meets those needs.
• Must be relevant and engaging • Not sales-y
Do you have one of these?
NO ONE cares about your company mission statement but you CONTENT MARKETING
Content at centre stage – not self-serving copy
CONTENT MARKETING
Can you solve their problem?
CONTENT MARKETING
Share stories
CONTENT MARKETING
How to share stories
• Text • Audio • Video, photo • Blog • Podcast • E-newsletter • Industry news
• Webinar • Infographic • White paper • E-book • Survey • Case study • How-to guide
Typical buying cycle
• Awareness
• Research
• Comparison, evaluation
• Purchase
• Become a fan
Benefits of content marketing
• Get better SEO • Build word-of-mouth buzz • Be known as thought leader • Generate more leads and business
Social media + content marketing
CONTENT MARKETING
Let’s look at examples NOTE: Videos were shown during the presentation. CONTENT MARKETING
ALWAYS
• Be interesting
• Be relevant
• Be consistent
Best practices for content marketing • Know your audience
• What problems are they trying to solve?
• Create an editorial calendar
• Amplify content with social media
• Use content you already have; add curation
STEAL – from yourself
BEST PRACTICES FOR CONTENT MARKETING
Pitfalls to avoid
• Don’t overtly sell your services
• Don’t be dull
• Don’t forget to curate as well as create content
• Don’t ignore the power of social media
Action steps
• Remember your audience’s needs
• Keep your end goal in mind
• Think like a publisher
• Just do it!
Need help creating or curating content? Donna Papacosta [email protected] 905.844.7645
trafcom.com @donnapapacosta
