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Content Marketing: Communicating With Customers to Create Leads and Loyalty Mary Ellen Slayter | March 11, 2014 Baton Rouge Area Chamber of Commerce

Content Marketing: Communicating with Customers to Create Leads and Loyalty

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Content Marketing: Communicating With Customers to Create Leads and LoyaltyMary Ellen Slayter | March 11, 2014

Baton Rouge Area Chamber of Commerce

What Is Inbound Marketing?

Inbound Marketing DefinedDefine content and inbound marketing

ROI of inbound vs. outbound

The new marketing ecosystem

What Is Inbound Marketing?

From the Content Marketing Institute:

Content marketing is the art of communicating with your customers and prospects without

selling. It is non-interruption marketing. Instead of pitching your products or services, you

are delivering information that makes your buyer more intelligent.

The essence of this content strategy is the belief that if we, as businesses, deliver consistent,

ongoing valuable information to buyers, they ultimately reward us with their business and

loyalty.

It is primarily an inbound marketing strategy.

What Is Content Marketing?

ROI of Inbound vs. OutboundData from the past two years shows Inbound Marketing provides:

● More efficient marketing spend – lower cost per lead

● Higher Lead-to-Conversion rates

ROI of Inbound vs. OutboundData from the past two years shows Inbound Marketing provides:

● More efficient marketing spend – lower cost per lead

● Higher Lead-to-Conversion rates

The New Marketing EcosystemContent marketing works best when part of a 360-degree approach to a theme. Leveraging just 1

or 2 areas cuts down on amplification

Example

New software product

Announce on Blog

Promote on Twitter,

link back to blog

Create Whitepaper describing industry

need

Product demo to

prospects via Webinar

Why Does This Work?Customers want you to know and understand them.

Share your expertise and offer solutions.

Opportunity to differentiate.

Target with precision.

Engage to build relationships and encourage loyalty.

A 3 Step Sales Process

DO THEYLIKE ME?

DO THEYTRUST ME?

DO THEYNEED ME?

What Are the Key Components?

Website

Regions Bank

Email

American Express Open Forum

White Paper

American Express Open Forum

Social Media

Interactive Content

Capital One Bank’s Financial Education Center

Follow/Friend/Fan/Stalk

At Your Own CompanyStart with strategic objectives and marketing goals.

Know your customers.

Develop your content marketing strategy and objectives.

Create and distribute great content.

Analyze and evaluate.

www.repcapitalmedia.com