Post on 13-May-2015
description
HOW TO REACH NEW CUSTOMERS USING...
CONTENT MARKETING
Image: flickr/Reach Out/stuardpilbrow
What you will learn
What is content marketing
How will content marketing benefit my business
What is a content marketing strategy
How to create a content marketing strategy
What is successful content
How to create successful content
Image: deviantart/Crumpled white paper texture/melemel
ATTENDEE QUESTIONS
1. How do I link my website blog to social networks and use it effectively?
2. Does copying content from another website affect my Google ranking?
3. Can I update website content myself or do I always have to use a web developer?
4. Is it better to embed YouTube videos on my website or should I simply have a link?
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
What is content marketing?1.
Educational, informative content
to attract attention
and build a solid
reputation with potential customers
A.
WHAT IS CONTENT MARKETING?
Image: flickr/welcomebackstevejobsillustration/photogiddy
E.G. 5 ways to travel like a local
Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
What is content marketing?
Great content
and quality information to
market a product or service
B.
Image: www.sellsellblog.blogspot.com
What is content marketing?
Use of valuable content
to generate revenue for
your business
C.
Image: flickr/AUD100
LESSON: Know your customers and help them think differently about how and when they use your product. In Kraft’s case, this translates to making life easier by suggesting
new dishes that can be made easily.
D. All of the above
What is content marketing?
A. Educational, informative content to attract attention and build a solid reputation with potential customers
B. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your business
What is content marketing?
It is not just text
Lastly,
Image: deviantart/Crumpled white paper texture/melemel
What is content marketing?
Photos Videos Audio
Image: deviantart/Crumpled white paper texture/melemel
Photos
Video
Audio
2. How will content marketing benefit
my business?
SEARCH ENGINE OPTIMIZATION
BRINGS REPEAT VISITORS
ATTRACTS LINKS NATURALLY
ESTABLISHES RELATIONSHIP
Image: sxchu/photo--1065245
HELPS CONVERT VISITORS
$
$ $
$
Which Test
Won?
A
B
“Last minute discounts”
Source: www.whichtestwon.com
Winner
B“While you may influence more people to take an action on your test page, you want
to be sure it doesn’t hurt your ultimate ability to get the final conversion step.”
Version B, without the additional bottom button, got a 28.7% lift in paid hotel bookings.
Source: www.whichtestwon.com
Everything in
marketing is a
TEST Image: Flickr/Beaker!/hyku
GIVES YOU AUTHORITY
Image: www/sxc.hu/Police Officer/ julosstock
EXPAND TO A VARIETY OF NICHES
Image: flickr/ cupcakes are fun to make/ OrangeCounty_Girl
SPREAD IT FAR AND WIDE
Image: flickr/socialnetworkmap/butchlebo
What is a content marketing strategy?3.
How do you attract people in all 6 stages?
Tempt Me
Give it to me straight
Make it quick and easy
Excite Me
Hold me close
Knock me off my feet
Image: sparksheet-six-stages-of-travel
Where’s that content
marketing strategy again?
Image: sxchu/photo--234819
ASK THE TOP 6
Who What When
Where How Why
The web life
of an article
Are you ready to utilise all of the
facilities available to maximise your
content?
Image: www.elliance.com/The-Life-of-an-Article-on-the-Web
How to create a content marketing
strategy4.
WHO
will be creating the contentImage: flickr/write/designsquid
is your target market
WHO
Image: flickr/targets/archeon
WHO
will people contact if they are interested in what you have to say
Image: flickr/SCRTD – Customer Relations Open House RTD_1802_03/metrolibraryarchive
WHAT
topics will you be speaking about
Regional Events
Seasonal conditions Guest testimonials
Recent animal sightings
Wedding facilities
New regional facilitiesUpcoming special occasions
Things to do
Recent Renovations
WHAT
are your overall aims?Image: flickr/sweet dunk/ joshme17
WHEN
will you be creating contentImage: flickr/what’s on my desk/valerierenne
WHEN
will you be publishing contentImage: flickr/empty head/koalazymonkey
WHERE
will you be publishing your content
WHY
are you writing about each topicImage: flickr/writing/jjpacres
WHY
is your target market going to read your content
Image: Flickr/ story time with uncle derek/ meemal
Direct Contact
• Business Newsletters
• Regional Newsletters
• Local newspaper• Email Subscriptions• RSS Feeds
Social Media
• Facebook• Twitter• YouTube• LinkedIn• Flickr
Social Bookmarking
• Digg• StumbleUpon• Delicious• Reddit• Technorati
HOW
are you going to share your content with others
HOW
are you going to plan for the long term
Schedule
Writers, editors and publishers
Topic ideas
HOW
are you going to publish contentImage: http://phillihp.com/2011/05/25/vs-joomla-drupal-wordpress-pick-one/
ATTENDEE QUESTION
Can I update website content myself or do I always have to use a web developer?
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
5.What is
successful content?
Winning!The structure of the content
Well written with images, keywords, links, references, SEO attributes and F-pattern. Is shared across multiple platforms and bookmarked naturally.
The impact of the content
Achieves the goals and desired outcomes that were outlined in your Content Marketing Strategy.
Success is...
Don’t judge a book by it’s
cover?
I’ll give you 1/20 of a second!
but, I'm busy!
Image: Flickr/Hardcover book gutter and pages/Horia Varlan
GREAT CONTENT
Provides credibility
Is actionable
Begs to be SharedIs shared
Achieves desired outcomes
How to create successful
content6.
Web Copy That Sells!http://www.mindmeister.com/40440405?title=web-copy-that-sells
Free Mindmap & EBook
Create a ‘voice’ for your company
WHAT IS YOUR STORY?
Words tell Emotions sell
Image: flickr/sequoia smiling at his mom/sean dreilinger
Swapping words with emotions
Extract from Maria Veloso's "Web Copy That Sells"
Brainstorm content ideas for your website
LET IT RAIN
Image: flickr/dearmiami
LET IT RAIN IDEAS
Your Products and Services
New products or services.
New or updated website
Changes in pricing or special offers/discounts
New releases of your products
Your Customers
Testimonials
Industry awards
Recommendations
Shared experiences
News and current topics.
Current related news
Local events
Predict where you think your market is going
Link to something controversial or oppose a common belief
LET IT RAIN IDEAS
Your Staff
New staff joining
Awards won by employees.
New training programs
Retirements
Marketing
Any exhibitions or trade shows
Staff Picks
Publish a white paperPerform a survey
Your Business or Office
An interview or meeting with a celebrity
Move or expansion
Certification or awards of your business
Industry associations you may have joined
Speaking engagements
Community Activities
Community sponsorship or activities
Charities you may support
Fund raising days
Any of your staff performing something charitable
GROUP EXERCISE
Lets take 5 minutes to come up with 10 topics that you feel would be suitable for your web content within your industry.
Image: flickr/dearmiami
WHO SHOULD WRITE THE CONTENT?
I will write it myself!
I will hire a professional!
Image: okaygeek.com/ Storage/Apple Mac
ARTICLEWRITERS.COM.AU
• Beginning
• Middle
• End
STRUCTURE YOUR CONTENT
Image: flickr/broxtronix
Maximise your content for conver$ions
1. Headline
2. Offer or call to action
3. First paragraph
4. Benefits
5. Images
6. Look & Feel
6 tips
F-PATTERN
Use bulleted lists to summarize content• Point one• Point two• Point three
1.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
Highlight selected keywords to help scannersmove through your web copy
• Bold• Italic• Underlining
2.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
Write meaningful subheads(as opposed to amusing or clever ones)
3.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
Present one idea per paragraph4.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
Use the inverted pyramid style of writingPresent key points and conclusions first, followed by less important informationand background material
5.
5 WAYS TO MAKE IT EASY TO READ
Image: deviantart/Crumpled white paper texture/melemel
CHOOSE YOUR VOICE
“Conversational style is recommended”
BE CONSISTENT
Which Homepage Generated More Revenue
Search by Location vs. Sales & Benefits Copy?whichtestwon.com
BA
A
Version A, with a search by location map
Generated 27.9% higher revenues.
whichtestwon.com
WRITING FOR SEO
KEYWORDS, KEYWORDS, KEYWORDS
Aim for 400 – 1000 words
SIZE MATTERS
Image: starbucks.com
COMPRESS IMAGES, USE ALT TAG
<img src=“gold-coast-accommodation.jpg” alt=“Gold Coast Accommodation” />
Image: flickr/Gold Coast/ RabunWarna
LINK TO OTHER ARTICLES
http://www.websitename.com.au/blog/content/article/post.html
Bonus Point: Link out to authoritative sites
INBOUND WRITER
ATTRIBUTE IMAGES
Does copying content from another website affect my Google ranking?
ATTENDEE QUESTION
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
Google Panda fights against content robbers (copy-and-paste) and spammers
You can lose up to 75% of your site traffic
WRITING FOR SEO
http://afterpanda.com/content/smx-advanced-seattle-panda-notes-and-panda-22-prediction
PUBLISH YOUR CONTENT
Image: lolpie.com/push-it-real-good
Which Facebook Ad Got a Huge Lift in Click Through Rate?
whichtestwon.com
A B(Different Headlines & Copy)
whichtestwon.com
B
Version B lifted the click through rate by 2,666%
Active headline
Clear benefits
Call to action
Version A’s copy defined what the program is, not what the program does.
YOUTUBE
Is this your Grandad
His 11 yr old grandson made him this video
Lets take a look at how to use this gold nugget
“activities for seniors” – 590 Aus searches /monthBlog
Online Press Release
Seniors sites - Guest post
Social bookmarking
“Is it better to embed YouTube videos on my website or should I simply have a link?”
ATTENDEE QUESTION
Image: www.assistmybusiness.netwp-contentuploads201010question-mark
Client Hidden
ClientKeywordsHidden
Measuring Success
1. Understand What You’re Measuring
How many are you getting now and from what sources
Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
Know your baseline and set a goal - Increase bookings?
2. Use Proxies to Measure Initial Success
• Facebook likes• Retweets• LinkedIn and other shares• Reblogs• Links back• Comments• Time spent on page• Average page views per visitor (especially if you’re effective at
internal linking of your posts)• Followers• @mentions
Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
E.G. Proxies for measuring a blog’s ROI
3. Measure Both Primary and Secondary Conversion Indicators
• New enquiries or bookings this months vs. last month
Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
Primary Indicators
Secondary Indicators
•Quality of leads•Retention period•Lifetime value per lead•Length of sales cycle•Number of new customers referred by lead
Don’t take your word for it!
Get independent feedback
What does this mean?
Where are the directions!
UserTesting.com -
$29
Questions?
Image: flickr/A wild question/[f]oxymoron
MyWebSchool.com for help and tips
1 2
3
Connect with me!
http://www.facebook.com/untanglemyweb
twitter.com/untanglemyweb
au.linkedin.com/in/adamwallaceImage: Flickr/Thank You/ eunmind