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Learn the What, Why, and How of Content Marketing in the brief webinar by Business Armory
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Content MarketingWebinar by: Caitlin Kelly & Arianna
Vanjo
Introduction• What is content
marketing?
• The act of creating original content online and giving that content to customers and potential customers
• Back-door approach to marketing
• Getting your company’s name recognized by potential customers
Content Marketing: Defined
• The act of creating content from the things your company already does well
• Giving the content to your target market as a free help or guide
• In participating in your web content, the potential customer gains valuable information from your company for free.
• Why is this a good thing?
• Potential customer realizes the value your company holds for them
• Realizes your company knows what they are talking about and has experience in the field
• Sees that your company can help them in the future
•Why Content Marketing?• Your customers and potential customers are searching for
information each and every day on the internet
• Share your wealth of knowledge with them and prove yourself as a leader in the market
• Give them reason to look to your company first when they have industry questions and need help
• The more focused your content is, the more effective you will be and the more popular your company will become in your target market
Reticular Activator• Stimulation of a
reticular activator
• Information is processed and important pieces are stored away
• Brain is then triggered by everyday things
• When you have good content that is helpful and easy to understand, you will stimulate the customer’s reticular activator and they will remember your name
Engaging Potential Customers
• Content marketing anticipates what your potential customers and target market will be searching for next by using tools such as social media
• Create a piece of content that adds value to your target
• This will allow and encourage them to share your name and website with others, better yet, to come back for more
Creating Valuable Content
Blogs
• Add personality
• Speak on the customers’ level
• Flow at a conversational pace
• Do not ramble, be professional
• Have credible content
• “Company blogging requires a balance between valid content an personal touch in order to be successful” -Rebecca Hubbel
White Papers
• Great way to put concentrated information together in one report
• Should be fairly detailed, roughly 6-8 pages long
• Make it easy for people to obtain your white paper
• Can be downloaded for free by visitors to your company’s site
• Send out the link to your white paper to current customers
• The information you put in your white papers can establish you as a business leader whose knowledge is valuable
Webinars• Narrow down your topic, the more narrow you make it, the more detailed you can be
• Know your audience and speak on their level, but use correct terminology and do not talk down to customers
• Plan ahead and practice what you will say
• You can use note cards, so do not use filler words
• Use pictures, graphs and illustrations to better explain
• Invite customers, target customers, and others in the industry through your website or an email
• You should have a registration page on your website
• Keep in mind timing, is your audience attending in different time zones?
• Start on time & end on time
• It’s the presenter’s responsibility to get to the webinar early and check sound, etc.
• Be conscious of what time of day you schedule the webinar
Social Media
• Post frequently, but don’t let quantity outshine quality
• Listen to conversations your customers are having on social media
• +200 million Twitter users+800 million Facebook users
• Try using Hootsuite to organize your company’s social media
“By providing your customers with your wealth of knowledge, you will prove to be an authority in your industry” -Caitlin Kelly
Distribution Tools
Hootsuite for Social Media
• Manages all of your social media in one place
• Including Facebook, Twitter and LinkedIn
• Ability to create lists by using keywords in order to organize the people you are following
• Competitors, customers, industry leaders, local news, etc.
• Manage when your posts go out, including time and date so you never have to worry!
• Avoid SPAM!
• Only email content
• Your database is your gold mine
CRM• Client Relationship Management
• Captures email addresses
• Do not buy a list
• Grow your own list
• Helps segment and send targeted messages
• Find out what information your customers are searching for
• Send them messages pertaining to their interests
• No more spam!
• Generates sales
Summary
Content is Crucial
• Research is essential!
• Establish credibility and show you’re an authority in the industry by sharing your wealth of knowledge about your business
• What you say is just as important as saying it!
Continuous Content
• After creating content, do not change or tweak what you’ve already done
• Keep creating!
• Create content relating to your first, but not the same
• Keep listening to your customers’ needs
• Invite customers and potential customers that visit your website, use your services, or participated in previous webinars to join in on future content marketing
Let’s Get Started!
• Determine your content
• Create your content
• Choose the right distribution tools for your company
Questions or feedback?Tweet us! @businessarmory
businessarmory.com/downloads
Questions or feedback?Tweet us! @businessarmory