Embed Size (px)
DESCRIPTION
Connections abound in today's market place. With more and more channels of communication readily accessible, the marketer is left with a huge problem: how to generate quality content to fill all the open streams? This session will uncover the strategies and tactics used to deliver relevant messaging to prospects and clients in a timely and effective way. You will be invited to rethink the creative steps in your marketing process and discover the "why, when, and how" of year-round marketing messages that matter. Learn more about Thriving Firm at http://www.thrivingfirm.com
Citation preview
10/24/2012
1
Rethinking
“Out of the Box”
Marketing
And Something About And Something About
ZombiesZombies
and Content Marketingand Content Marketing
Wait, Really?
10/24/2012
2
Presentation Structure
Conceptual
Strategic
Tactical
Personal
So, Don’t Leave Yet!
• What Content Marketing Means for You
• Why Content Replaces Your Advertizing
• Where All the Content Goes and When
• How to Create Quality Content
• Who Am I and Who Really Cares?
• (Oh, and what’s Content Marketing?)
Hang Around to Understand…
My Story
10/24/2012
3
The Myth:
Traditional Advertizing Works Great!
Content MarketingContent MarketingContent MarketingContent Marketing
(And Zombies?)(And Zombies?)(And Zombies?)(And Zombies?)
The New World:
Zombies Are Everywhere!
Your Challenge: Become a Zombie!
10/24/2012
4
Where Marketing Used To Be
Where’s Marketing Going?
Where Marketing is Right Now
• Need constant flow of butt-kicking content
10/24/2012
5
What If I Don’t?
• Remain hidden in the Googleverse
• Seem irrelevant in the industry
• Missing out on providing value
• Turn off inbound leads
So What Is Content?
• It’s the stuff that attracts new business
• It’s the stuff that builds your list of raving fans
• It’s the stuff that makes you a relevant advisor
• It’s the stuff that improves your SER
• It’s the stuff that drives visits to your website
• It’s the stuff that nurtures leads
It’s the stuff that lets the WORLD know that
YOU are Remarkable!
Where Does Content Go?
• Blogs
• Ebooks
• Video
• Whitepapers
• Newsletters
• Infographics
• Articles
• Calculators/Assessments
• Worksheets
• Podcasts
• Case studies
• Webinars
• Brochures
10/24/2012
6
Well…
I already do oneoneoneoneoneoneoneone of those things…
Before We Go Any Further…
Weren’t we going to talk about zombies or
something?
What do we know
about Zombies?• Singularly focused
• Unfazed by competition
• Persistent to a fault
• Not vegetarian
• Trait flexible in context
• Fearless
10/24/2012
7
Content Zombie v. Marketer
Content ZombieContent ZombieContent ZombieContent Zombie
• Chases only 1 thing
• Totally unfazed
• Knows target
• On same page w/ others
• 24-hour hunter
Content MarketerContent MarketerContent MarketerContent Marketer
• Chasing latest trend
• Affected by distractions
• Cries when limb falls off
• Creativity dependent
• Struggles for new ideas
• Stares at the clock
The Zombie Marketer
• Always has content at the ready
• Hunts alone or in the pack
• Local or Global
• Time efficient
• Understands the content consumer persona
• Strong, relentless strategy
Assembling Your Tackle Box
• You don’t have endless bait
– You don’t need it!
• Market Only What You’ve Mastered
• Develop Content that Reflects Your Strengths
10/24/2012
8
The Framework
StrategicallyStrategicallyStrategicallyStrategically
• Client Persona Insight
• Goals in Mind
• Be Useful
• Be Easy to Find
• Multiple Stage Content
• Monitor
TacticallyTacticallyTacticallyTactically
• Inventory
• Curate
• Map Delivery
• Repurpose
• Co-create/Create
• Get Something in Return
Insight
• Who are your ideal customers?
• What are their:
– Concerns
– Needs
– Interests
• What do they want solved?
• What are their challenges?
• Where do they look for answers?
Goals
• Perceived as a thought leader?
• Nurture prospects in purchase cycle?
• Provide engaging content?
• Develop conversations in an online space?
• Become more discoverable in SERPs?
• Draw attention of the media?
• Keep your marketing zombie occupied?
10/24/2012
9
Monitor & Measure
• Where’s the content being used?
• How are sales affected?
• How many new leads?
• Social Media engagements
• Number of Downloads
Tactical & Practical
• Inventory Audit (the accountant’s favorite step)
– What do you have?
– Is it any good?
IDIDIDID Title/Document Title/Document Title/Document Title/Document
NameNameNameName
URL or URL or URL or URL or
File locationFile locationFile locationFile location
Document Document Document Document
typetypetypetype
Topic/Topic/Topic/Topic/
CategoryCategoryCategoryCategory
DateDateDateDate
1 3 Ways to Add
Value in the Sales
Process
C:\mydocum
ents/3way.do
cx
Word
Document
Selling
Services
6/14/12
34 5 Tips for Adding
Value in the Sales
Process
Thrivingfirm.
com/blog/tips
Document
Selling
Services
9/19/12
Curate, Repurpose, Co-create
• Content can be 2nd source
– Insider’s Guide to Success, AccWrd, bbr
– Give credit
• Content can be given a new life
– Article into ebook
– Video into a picture
– Multiple blog posts into one article
• Work with others (maybe clients?)
10/24/2012
10
Tactical & Practical
• Create an Editorial Calendar
– Long Term Outlook (6 Months)
QTRQTRQTRQTR MonthMonthMonthMonth ThemeThemeThemeTheme DatesDatesDatesDates NotesNotesNotesNotes
4 Oct
Nov
Dec
Increasing Sales
Efficiency
Financial Fitness
Halloween
Thanksgiving (US)
Webinar Series
1 Jan
Feb
Mar
Succession
Family Business
Choosing a Team
Team Learning
New Website
Vacation
Tactical & Practical
• Create an Editorial Calendar
– Weekly Content Planner
– May have multiple – based on channel/product
November (theme:November (theme:November (theme:November (theme: EfficiencyEfficiencyEfficiencyEfficiency )))) ProductProductProductProduct KeywordsKeywordsKeywordsKeywords NotesNotesNotesNotes
Mon 5 – What are Systems?
Tues 6 – Defining Processes
Wed 7 – Delegating Work
Thur 8 – Planning Ahead
Frda 9 – Using Spreadsheets
Blog Post
Video Blog
Blog Post
Guest Blog
PDF on Website
Teamwork
See March 3 post
Youtube
Client Blog
Linkedin link
Mon 12 – Six Easy Shortcuts
Tue 13 – Must-have Templates
Wed 14 - Newsletter
Blog Post
PDF on Website
Simplify Twitter #easy
Source?
Can’t My Content Just Be
Anything?
Yeah, sure.
End of Presentation.
Thanks for Listening.
10/24/2012
11
Good Content
• Tell a story
• Emotional
• Buzz
• Element of Surprise
• Make a Challenge to the reader
Popular Content
• Visual Spectrum
– Pictures
– Video
– Infographics
– Comics
– Sketches
New Content
• Answer Questions
• Use your Team
• Be Useful
• Publish at the Right Time
• Remember it about brand affinity & awareness
10/24/2012
12
Content Excellence Coke 2020
Reaction
