7 conseils de Marketing de Contenu pour améliorer votre Marketing Digital

7 Content Marketing Tips To transform Your Digital Marketing Effort

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• Q&A session at end

P R O F E S S I ON AL B AC K G R O U N D • 10 years of Experience in the Digital Industry • International Speaker & Trainer • Avid blogger • Masters degree in Information Technology • Certified by WSI

AWAR D S

• 10 WSI awards covering; • Excellence in Mentorship/Search marketing/Web

Analytics/Paid Search Marketing • Community Excellence for Exceptional Contribution

M EM B E R O F

• Professional Speakers Association

@francoismuscat

/francoismuscat

Blog.wsioms.co.za

What This Webinar will Cover

1. Matching your content to your marketing plan 2. Using content to develop a personable, attractive

brand 3. No content – No brand visibility 4. Understand what information your prospects

search for 5. Matching your content to the sales funnel 6. Product Promotion to Consumer Education 7. Experts provide quality content & develop

credibility


1. MATCHING YOUR CONTENT TO YOUR MARKETING PLAN


List your Marketing Goals

Lead Generation

Brand Awareness

Customer communication

Sell more product Grow online brand Thought leadership

Get new customers

Develop strong online reputation

Retain loyalty

Increase reach

Educate on use of product/service

Connect with market segments


Traditional vs. Digital

• Direct mail

• Sales

• Advertising

• TV

• Radio

• Brochure


• Email

• Social Media

• SEO & PPC

• Video

• Podcast

• Website

Offline to Online Old school to New school

Type of Content


Video

Podcasts

Slides

Info-graphics

Games

Website content

Curated content

User generated content

• Blogs

• Articles

• Wikis

• White Papers

• E-Books

• Webinars

• Case Studies

• Photos

2. USING CONTENT TO DEVELOP A PERSONABLE, ATTRACTIVE BRAND


Develop your Personal Brand

• People deal with people they know – Society is moving more towards full

transparency as a sign of truth and trust. That goes for corporations and individuals as well


Thought Leadership

• Saying you are an expert doesn’t mean people believe you are

• You need to create content showing your expertise – Blogging

– Video

– Slide presentations

– Tweeting


Thought Leadership

• Then you need to engage with your audience and you do this using social media platforms like: – LinkedIn

– Facebook

– Google Plus

– Twitter

• Use these platforms to inform/engage with your audience


Creating the salesman of the future


Builds a solid online reputation that clearly shows they are an industry expert

Masterfully use social networking & communication tools to connect

Adept at creating & delivering digital content that provides value to customers

Can leverage socialCRM to study prospects & customers for buying signals & information

3. NO CONTENT – NO BRAND VISIBILITY


Develop brand with web properties


Develop brand with web properties


Regular blogging


Online Asset


Builds an asset over time

4. UNDERSTAND WHAT INFORMATION YOUR PROSPECTS SEARCH FOR


Quality persuasive content


Publish relevant and educational content that persuades your readers that you are an expert in your field.

Quality content


Identifying your content requirements

• Create buyer personas

• Develop buyer persona profiles

• Keyword research ©2013 WSI. All rights reserved.

Name your personas


Develop Buyer Profiles


What do they do online?

What information do they look for?

What problems are they trying to solve?

What products do they buy from you?

Develop Buyer Profiles


Which products do they research?

Why do they use your products?

What kind of search terms do they use?

What social networks can you reach them on?

Persona profile


Persona profile


Steven Early 40s Large IT company Driven by quarterly targets

Business travel nationally

Sales incentive trips

Attend conferences

You’re always available

Flexible in making last minute changes

Reliable with great service

Research sales motivation How to increase

sales using social media to develop & maintain relationships

Social media & sales motivation Sales incentive ideas

LinkedIn Tech savvy Laptop Tablet Smartphone

Personas improve your SEO strategy


Keyword Research


WWW.UBERSUGGEST.ORG

Keyword Research


Keyword Research


Ask a question for each keyword phrase

©2013 WSI. All rights reserved. IS Does

Brand building with Long Tail

©2013 WSI. All rights reserved. Source: Optify

5. MATCHING YOUR CONTENT TO THE SALES FUNNEL



Match content to funnel


6. FROM PRODUCT PROMOTION TO CONSUMER EDUCATION


Times are Changing


Marketers controlling the message, medium & brand

Consumers are informed & in control

To

7. EXPERTS PROVIDE QUALITY CONTENT THAT DEVELOPS CREDIBILITY


Share your expertise


Small Business Owners


Leverage LinkedIn & Facebook

Credible content builds trust



• Provide advanced digital marketing solutions

• Businesses of all sizes and industries

• World’s largest network of Internet Consultants

• Service more than 80 countries internationally

• Industry winning solutions

• Corporate head office in Toronto, Canada


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7 conseils de Marketing de Contenu pour améliorer votre Marketing Digital