Content Marketing - Bridging the Brand to Customer Gap
Transcript of Content Marketing - Bridging the Brand to Customer Gap
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Your Content Marketing
How Do I Build this Thing?
Professor Joe HinesStoryfinders digital mediac: 714-872-0561
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Content Marketing Bridges the Gap Between You and Your Prospect
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Know Yourself.
You’re On this Side of the Bridge.
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Know Your CustomerYour Customer Is On this Side of the Bridge.
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What It Looks Like On Their Side.
Sparks a “Need”
Shopping Behavior.Exploring Options
Narrowing Process
Post PurchaseProcess
Advocacy
Needs and Need States Customer Journey
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You’re the Sherpa.Lead Your Customer Up “Mount Decision”#1 Goal: Don’t lose any along the way!
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• Video• Infographic• PR
• White Papers• How-To Blogs• Landing Pages• Social
• Comparison Tables• Webinars• Demos
• Case Studies• Reviews’
• Email • Blogs• Social
CCustomer Ascension Model
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How Do You Get on Her Radar?• Evaluate first – is there a ‘match’? • Know what she cares about and start there.• Have a plan.• Don’t rush things. • Be consistent.• Be true to your brand, and be sure your brand is true to you.• 3 branding pillars.• Keep it lively!
VarietyBe interestingBe real
• Know where she ‘hangs out’. Be where she is.
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Know Where She Hangs Out.
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Know Where She Hangs OutSocial Media Channel% of channel users in the demographic
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Is this Your Scene?Social Media Platform Who Should Be Here?
Everyone
Everyone
Lifestyle, food, fashion, personalities and luxury brands
B2B businesses
Brands with video content and ads