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This was a presentation to a Networking Breakfast put on my Terri Cooper on the Sunshine Coast. The audience was primarily SME's and so the presentation was designed to be as practical as possible. I presented a three part content marketing framework to help give the audience an understanding of what the content that they need to create, needs to do. In addition I included some actual examples of types of content that they could create.
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A Practical Guide to Content Marketing For Ranking, Traffic & Sales
Today’s Goals
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How Content Makes me $?
What Content do I Create?
How do I Produce it ?
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“Content Marketing is showing the world you are one.” Joe Pulizzi - Epic Content
Marketing
“Traditional Marketing is telling the world you’re a rock star.”
What is Content Marketing?
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“The process of creating and distributing valuable & compelling content to attract, acquire and engage a target audience - with the objective of driving profitable customer action.”
The more Formal Definition
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#1 How Does Creating Content Help Me Make Sales?
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So Why the Sudden Interest in Content Marketing?
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“Let me tell you a Story”
My Story of Woe
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2009
Built a Website
2010
Ranked #1 for lots of Keywords
2010-2012
Made lots of Money
Later 2012
Got Manual Penalty Removed for three weeks..hey there easy money!
Late 2012
Manual Penalty in Google Competition took me down. Goodbye easy money
3 Weeks Later
Algorithmic Penalty in Google Hello Penguin! Goodbye easy money
2013
Started again on a new site
Searches for “Content Marketing”
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Google wants to only rank only “real quality sites and content” !
and has worked out what “quality” looks like
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Content Marketing generates the right “quality signals” that Google uses to
rank sites.
The Signals Google Loves
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Quality Links to
Your Site
Real Links from authority sites,
given freely Quality Content on Your
Site
Comprehensive Unique, On Topic Content
Quality Social
SignalsContent
gets shared and Plussed
Online Visibility
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Online Visibility = Traffic, Sales & Mo, Mo Money $
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“Google Much Happy”
So the Process is
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You Produce Quality Content
That answers people’s questions
It gets shared on Google Plus, Facebook etc
And acquires back links
And so it gets found by people looking for your stuff
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#2 What Content do I Produce?
3 Things Content Needs to Do
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$ Sales
Content helps people trust you so you can influence them - it makes it easier to sell.
#3 Trust & Influence
Links give you rankings in Google which leads to traffic
#1 Attract Links
Helps convince prospects you are the one to help them and then convert them to customers
#2 Convince & Convert
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3 Examples of Content that Gets Links
#1 Evergreen Content‣ Informational or Reference
Material that never goes out of date
‣ People link to it as the “go to Resource”
‣ “How To” blog post, Guides, Industry Reports, “Ultimate Resource Lists”
19http://www.onlinekickstart.com/evergreen-content-case-study/
#2 Skyscraper Content‣ Find content everyone
references, links to, talks about
‣ Write a Bigger, Better, Prettier, more in-depth version
‣ Email people who linked to the first one, yours is available
20http://backlinko.com/skyscraper-technique
#3 Industry Surveys ‣ Email “influencers” in your
industry asking them to participate in a survey of “influencers & experts”
‣ Choose those active online
‣ Collate the answers and publish a quality blog post
‣ Email them and ask them to share and promote it
21http://www.semrush.com/blog/publications/use-surveys-build-links/
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Examples of Content that helps “Convince & Convert”..and get
traffic
#1 Write about Price & Cost‣ Write honestly about price and
cost
‣ Use both “Price” & “Cost” because people search differently
‣ These posts tell people you know your stuff and your honesty builds rapport and trust
23http://www.thesaleslion.com/blog-seo-branding-thought-leadership/
#2 Write about problems
‣ Why? Because people are searching for info - Don’t you want to be the one who answers them?
‣ These posts tell people you are aware of these problems and you know how to deal with them
24http://www.thesaleslion.com/blog-seo-branding-thought-leadership/
#3 Answer Your Customers Questions‣ Get every person on your
organisation to list every single question they have been asked by a prospect or customer
‣ Write a single blog post answering every single question
‣ You will have a years worth of content
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http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-for-your-business-in-10-minutes-or-less/
Because….Conversion Content Works..
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It shows You Understand their pain and problem 1
It shows you have
solved their
problem in the past
.
2It allows you to demonstrate your solution is better than alternatives
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Why Choose US?
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Examples of Content that Builds Trust & Influence
{shout out to Gideon Shalwick}
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“Trust - is the firm belief in the reliability, truth or ability of someone”
•Give Without Strings Attached
•Be Transparent
•Tell the Truth
•Keep Your Word
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“Influence - is the ability to affect ideas and actions”
•Convincing: Presenting your ideas and offer logical rational reasons to convince others of your view
• Bridging: Building relationships by listening and understanding
Two Styles of Influence
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Content for Trust & Influence
‣ Tell People HOW to solve their problems - for free - Give the solution away
• People will still want to pay you to deliver it
‣ Show people how to solve their problems - with your product
• These are your case studies, demos, walk throughs
‣ Let other people talk about how you solved their problems
• These are your testimonials
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#3 An Awesome Strategy for Producing Content Quickly and Affordably
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Excuses for not producing Content
I don’t know what to write about I don’t know how to write well
I don’t have time to write
The solution is in your hands
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•HD Video & Audio
•Ecosystem of powerful Content Creation Apps
Why Video Production?
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You Always Have Your Phone
The Quality is Awesome
Production costs are low
Video Facilitates Familiarity & Connection
One Video makes 3 pieces of content
It’s Easy for Most People
“How to Figure Out What Content to Produce using the Buyer Journey”
An Example
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My Podcast My Blog PostHave you ever asked yourself,
what content do I need to produce?
You’ve got a web designer or your marketing manager’s
standing there and you’ve got a new website and they’re
asking you, We need content for the website.
You think to yourself, I have no idea where to start.
My Video
How Was it Done
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12
3
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Content
Video Ideas
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Blog/Video Ideas‣ How Much Does X Cost
‣ What is the Price of X
‣ Can Product X integrate with System Y
‣ How do I fix XYZ at Home
‣ What is better, Red X or Blue Y
‣ 5 Ways to Save Money on X
‣ What are the benefits of Using X
‣ What are the problems with using X
‣ Demo Video - Using X at Home
‣ Interview with our CEO
‣ A Day in the Life of Our Staff
‣ Featured Customer Profile
‣ How Customer X saved $ 10,000 using X
‣ The difference between our product X and their product Y
‣ How does X perform in the rain?
‣ Daily Industry News
From Marcus Sheridan - The essence of Online MarketingOne Last Thing
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ListenCan we LISTEN better than anybody else and hear the questions, problems, frustrations of our prospects?
Communicate Can we communicate in a way that our prospects connect with us and understand us?
Teach Can we teach in a way that they UNDERSTAND that we have a SOLUTION to their problem?
Be Helpful Can we be more HELPFUL than anyone else in helping them solve their problems?
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Edmund Pelgen www.onlinekickstart.com
Contact Me
0409 517 533
Twitter: @edmundpelgenFacebook.com/OnlineKickstart
