@renepower www.marketingassassin.co.uk One Circle Comms April 2014
ways to make content marketing
work for your business tomorrow
7
A reason to stay I’ll ask you to do something at the end of the presentation and in
return….
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
I’ll send you a free copy of my Brilliant B2B Digital Marketing ebook (edited by Dave Chaffey)
240+ pages packed with advice on digital strategy, websites, SEO, inbound marketing, social media, CRM & analytics
And we don’t have any time!
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Here’s the business reality:
You don’t always need to create stuff
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Let’s make two assumptions…
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
1. People need stuff
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
2.People search [intelligently] for stuff they want
Buyer decision making process
£The buying
cycle
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
People go here
We know, being here when they
are looking is very important!
We know, being here when they
are looking is very important!
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
People go here
In the knowledge we
know they trust this bit
the most
In the knowledge we
know they trust this bit
the most
So, how do we get you here,
ranking on what you’re best at?
So, how do we get you here,
ranking on what you’re best at?
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
1. Your content solves their problems2. Demonstrates your authority3. Builds your reputation4. Creates trust in you 5. Leads to transaction with you
Why ‘content marketing’ helps
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Blog Email
Twitter Linkedin
Video
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
CommentSlideshare
7 ways to make content work for your business
@renepower www.marketingassassin.co.uk cruise.co.uk Dec 2013
• Who they are• Where they go• What’s being asked or
discussed• What’s missing• Who’s helping• Who needs help
Know your audience
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Some tips on marketing without content
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
1. Become a commentator
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
You have a voice, right?
You have a voice, right?
Use it
Easier to comment than create your own
Blog and article commentating leaves a digital footprint
Can often add your URL without having to mention you have an ulterior motive
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Social Media Examiner
Where can you comment?
Trade mediaGeneral newsBlogsTrade associationsEvent sitesLinkedin groupsSocial media sites
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Comment action for tomorrow Shortlist three topics you
want to pass comment on Shortlist three places which
offer the best opportunities to comment
Track them Via TwitterVia RSS (Feedly or in
Outlook)Via email subscription
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Comment action for next week
Go commentKeep it business!Keep it positive!Add value to
whatever you’re commenting on
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
http://socialmediab2b.com/2014/04/b2b-linkedin-personal-brand/comment-page-1/#comment-55633
2. Linkedin
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
You have a Linkedin profile, right?
You have a Linkedin profile, right?
You have a Linkedin profile, right?
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Get it working 100% for you
Populate your profile to the max
Make sure all employees profiles are up to scratch
Make sure your business profile is up to scratch
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
My Linkedin profile incl. slides and video embeds
Linkedin action for tomorrow
Aim to use Linkedin status updates at least 1-2 times a day08.30 / 15.30 what
you’re doing13.00 / 17.30
industry updatesJoin relevant groups
Customers not peers
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Linkedin action for next week
Comment in your groups
Update your key contacts with what you’re doing and what you need from them
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
3. Twitter
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
You have a Twitter account, right?
You have a Twitter account, right?
Decide why you are using Twitter
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Twitter action for tomorrow
Follow key influencers in your sectorCustomersSuppliersMediaBloggersCelebritiesIndustry associations
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Saved search in Hootsuite
Twitter action for next week
RT their materialComment on their
material
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Some tips on marketing with content
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
4. Slideshare
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
You all have a slides, right?
You all have a slides, right?
Slideshare delivers as a watering hole
Bespoke slide hosting hub Massive global user base
75m + slides25m+ users
Part of LinkedinFully embedded into
profilesOptimised for search
Page 1 on Google @renepower www.marketingassassin.co.uk One Circle Comms April 2014
Slideshare action for tomorrow
Seek inspiration and identify gaps
Follow a bunch of people on SlideshareBy topicHit the ‘explore’ button
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Slideshare action for next weekUpload ONE
presentationTweak so it works
without a speaker Tell people about it
Comment, Linkedin, Twitter
Create a plan to add one new document a month and promote
Like other Slideshare’s related to your content
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
5. Post a blog
Blogging 101 Be a real person Use attention
grabbing headlines Mix up ‘topical’ with
‘evergreen’ Keep it short <500
words Use accepted
keywords
Format for skim reading
Write, park, edit, post Consider your images Use tags End with a call to
action
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Some blog post ideas
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Blogging action for tomorrow
Write one 500 word post about the three biggest things that affect your clients
Tell people about itComment, Linkedin,
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Blogging action for next week
Create a plan to add one new blog post every two weeksBased on known customer
problems or the questions you get asked the most
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
6. Shoot a video
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
You have a smartphone, right?
You have a smartphone, right?
Video rocks because it
Is highly desirablebrings brands to lifePuts people front and
centreIs immediateCan be configured to helpHighly optimisable
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Video action for tomorrow
Write a 25 second script that explains who you and what you do & record at your desk or
Shoot a video of your office or
Comp some photos together over music to create a video
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Video action for next week
Upload presentation Tell people about itPromote it
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
7. Email
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
You have an email address, right?
You have an email address, right?
Email opt-in is still valuedBuyers get 60% towards
decision before making contact with companies
But better, more relevant and targeted content is needed to breakthrough
Personalised subject titles increase open rate by 22% (Responsys)
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Email action for tomorrow
Use your data!Clean your databaseConsider sending an
‘opt-out’ email to help cleanse your data or
Pick a cluster and make them an offer
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Email action for next week
Create a monthly digest of blog content as a newsletter
Consider one off – industry updates or promotional offers
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Chris Brogan’s approach
Content priorities
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Remember your reason for being
HelpfulInformativeEducationalRelevantUsefulEngagingTrusted
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Blog: Build content around
the questions you get asked most
Email: Send an email offering
a brilliant free piece of
advice and ask how
you can help people who receive it
Twitter:
Identify influencers
and media, follow and
retweet
Linkedin: Two updates a day, one industry, one
yours
Video: Use your webcam or
phone to create a 25
second this is who I am and what I do
video
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
Comment:Three topicsThree places
Postive
Slideshare:
Identify influencers
Upload slides
What are you going to do next?
That’s me.Thanks.
Any questions?
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
And, seeing as you got this far Start receiving blog alerts at www.marketingassassin.co.uk
@renepower www.marketingassassin.co.uk One Circle Comms April 2014
And I’ll send you a free copy of my Brilliant B2B Digital Marketing ebook (edited by Dave Chaffey)
240+ pages packed with advice on digital strategy, websites, SEO, inbound marketing, social media, CRM & analytics