Welcome

Content Marketing – Turning Words into

ActionScott Oser, President, Scott Oser Associates

@scottoser

How We Define Content Marketing“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

--Content Marketing Institute

Content Strategy vs Content Marketing

Key Steps in Content Marketing1. Goals2. Target Audience(s) and Buyer Personas3. Identifying and Implementing Content

Goals• Meaningful, measurable, time-bound• Content inventory and process• Objectives and metrics

Buyer Personas1. Background2. Demo3. Identifiers4. Goals5. Challenges

Take Action: Create Your Buyer Persona

• Background• Demo• Identifiers• Goals• Challenges

• Video• Short form vs. Long form• DIY vs. Professional• GIFs• Livestreaming

• Audio• Podcasts• Webinars

• Infographic• Text

• Articles• Blog posts• Lead magnets• Email• Direct mail• E-newsletters• E-books• White papers

Types of Content & Types of Channels

Goal: Content for Leads

Prospects

Interest

Awareness• Landing pages

• Videos• Gamification • Infographics

• Checklists

Goal: Content for Prospects

Conversion

Evaluation

Intent

Consideration

• How-to guides/videos

• Social media engagement

• White papers• E-books• Informative webinars

• Customer reviews and testimonials

• Data sheets for comparison

• Service/Product demo videos

Content for Members: Relationship & Retention

Relationship• Blog posts• Newsletters• Social media engagement

Retention• Special offers and coupons • Contests and giveaways• Recognition

Content Repurposing In Action

Blogging…6, 7, 8, 9, 10

What’s Your Top Takeaway? Take Action!

Contact Info:Scott OserPresident

Scott Oser Associatesscott@scottoserassociates.com

301-279-0468@scottoser