Content Is Still King: Providing Ongoing Value to Customers
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Transcript of Content Is Still King: Providing Ongoing Value to Customers
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Content Is Still King: Providing Ongoing Value
to Customers
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Agenda
• Content Overload• Keep it simple• Content is more than words• Socialize your content
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What is Content Marketing
Content marketing is like stock — a building-block ingredient for nearly all of a company’s “dishes.”
Joe Chernov (@jchernov)
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The State of the Inbox & Social
• More than 2.8 million emails were sent every second in 2011
• About 100 trillion emails were sent over the course of the year
• If Facebook were a country, it would be the 3rd largest
• Facebook has more than 800 million active users
• More than 50% of active users log on to Facebook in any given day
• The average FB user has 130 friends• The average FB user is connected to 80 community pages, groups and events
• Twitter has over 100 million active users worldwide, half of whom log in daily
• 40 percent of active users simply sign in to listen to what’s happening in their world
* Stats courtesy of www.radicati.com
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Best Advice Ever?
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Relevancy Rules
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Combating Content Overload
Nearly 60% of B2B marketers reported that they tailor content by solution use case and 69% create targeted content by vertical.
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Content
• What’s Your Story?• Put your audience first • Your readers must desire your
content• They must invite you into their
circle of trust
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Content Ideas
• Content is designed to educate, inspire, and for aspiration and initiation–Pop Culture–Cause Marketing (TOMs)–Controversial? Risk–Funny
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How Do You Do It Sally?
• Know your business• Know your customer• Keep it light• Find your hook• Humor
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Start with a Concept
• Pick a product to promote
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Tell the Story
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Another Example – Product
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Then Tell the Story
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Voice
• Be natural- be real• Write like you talk• Approachable – not clinical• Take the fear factor out• Skincare can be scary• Have fun with it
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Voice
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Keep It Simple
• Hook ‘em with subject line• Engage ‘em with graphics• Reel ‘em in with clever copy• Close ‘em with great CTA
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Simple Examples
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Simple Examples
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Simple Examples
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Why Less is More Works
• Easy to scan• Your message and CTA stand out• Takes less time to create the
content• More opportunity to contact vs
squeezing everything into one
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Content is More than Words
• Video • Infographics - http://visual.ly• Charts• Live demos• User generated- quotes,
testimonials
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Video Content
• YouTube is now streaming 4 billion online videos daily!
• 60 hours of video is now uploaded to YouTube every minute
• 75% of Fortune 500 executives view online video at work
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Video Content
• How-to videos• Day in the life• Customer testimonial
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Infographics Are the New Black
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How to Improve Your Content?
• You be you – authentic• Be a story teller – but do it short
& sweet• Make it easy to share • Love what you do• Be awesome
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How Social is Your Content?
• Invite readers to share• Focus on engagement (use FB
insights)• Facebook edge rank – based on user
affinity, weight and time decay• Test, test and test some more
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The “It” Factor
• Swagger Wagon – spin on pop culture
http://www.youtube.com/watch?v=ql-N3F1FhW4
Tim Tebow - #1 best selling jersey before he ever played
http://www.youtube.com/watch?v=WO8imsZl1F8&feature=player_embedded#!
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Social Examples
• Coca- Cola and Starbucks are 2 of the top 100 Facebook pages
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Those %$** Obstacles
• Time• Proactive but real time• Feeling like you have to do it all
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Content Is Still King Wrap Up
• What’s Your Story• Keep it Simple• Make it easy to share
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Questions?
Kim Stiglitz, VerticalResponse Director Lifecycle Marketing
@Stiggy1
Sally Waters, Owner & Founder Birdy Botanicals