Gazalla Gaya10/16/12

An umbrella term for all content that you create for your audience. Examples include: Blogs

Landing Pages

Newsletters

Whitepapers

EBooks

Podcasts

Videos

Webcasts/Webinars

Social Media

Attract and retain customers

and turn them into brand

ambassadors

Build your site into a

trusted authority in your

industry

Keep your visitors coming

back and staying longer

Increase conversion rates

Lead generation

1. Believability

2. Listen first

“ The new marketing isn’t about self-promotion; it’s about giving customers what they

need to become educated consumers. This is the age of information marketing. Education

marketing. Content marketing.”” Joe Pulizzi

3. Build trust

Constantly talking about yourself not about the customers needs and wants

Making it difficult to understand what you do or offer

Poor quality, design/content. Neglected/website/blog etc.

Inconsistency in providing content.

Doing nothing – not engaging=no growth

Know who your client is (persona) - Create a client persona

WIIFM ( Speak to their needs) Content Audit – Take a good

look at the content and messages you are sending out

Provide valuable info.

Good content shares or solves; it doesn’t hawk your wares or push sales-driven messages. It provides value by positioning you as a reliable and valuable resource.

Answer your customers’

questions

Create a sense of community

Allow your content to have

wings

Set up a listening dashboard

(Google Reader, Google Alerts,

twitter.com, relevant blogs)

Measurement and metrics so

you know what’s working

Provide many different types

of content

Be willing to try new things –

and pull the plug on anything

that’s not working.

Get on a schedule and stick

with it.

Take care of your customers

– giveaways, featuring them

in case studies

If you make a mistake

apologize and move on – You

don’t own your brand – your

customers do

Think of each post in your blog as part of a larger story

Don’t think so much about what YOU want to say but more about what your audience WANTS TO HEAR.

Create a community Encourage dialogue and

social shares Try to create shareable

content, content that multiplies

Spend time on other blogs in your niche

Never spam Always get

permission (double opt-in)

Segment your lists and send only app material based on readers interest and previous buying behaviors

Usually used only if you are a B2B business

Usually a very long report that’s downloadable

Always try to solve a pain in the market, give a solution to a problem your niche is facing

They require a lot of time and effort, so you can always have a lead capture for whitepapers

Always provide a printab,leformat, easily downloable in the form of a PDF

Esp good to convince lprospects to become customers

Usually used as an

introductory guide to a

subject

Best if prepared in an easily

scannable format such as

bullet points and numbered

lists

Make liberal use of call-out

boxes on your site

Ideal for lead capture

Joe Pulizzi - @juntajoe

Ann Handley - @MarketingProfs

Kristina Halvorson - @halvorson

Marcus Sheridan - @thesaleslion

Jon Morrow - @jonmorrow

Brian Clark - @copyblogger

Jay Baer - @jaybaer

@Gazalla

http://webcontentblog.com

SLIDE SOURCES

2 VIDEO: www.videoinforgraphs.com

3-4 IMAGE: Flickr image by eschipul

3-4 QUOTE: Joe Pulizzi

http://webcontentblog.com