Content marketing workshop, March 18

Today’s workshop• What is content marketing and inbound marketing? • Why should we start using it? • The what – the content

• Who is our buyer? • What content should we create?

• The how – the process • Create • Package • Distribute • Get sign-ups

• Responsibilities • Measuring success

What is content- and inbound marketing?We give a gift to our potential customers – a gift of knowledge and inspiration. !

Inbound marketing is the format we’re using. It’s a state of mind. Instead of pushing content and information to potential clients, we let them find us. !

One inbound marketing tactic is to use content marketing. “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience.”

Why should we start using it?

Increase the number of qualified inbound leads Create awareness about Wrapp

The what

Who is our target audience?

Position

How does a typical workday look like?

What media is she consuming?

InterestsWhat are her challenges at work?

What does success look like?

What’s important in life?

Buyer, potential employee

What does she want to read about?

…And what are we good at?

The how

The process

Analyze

DistributeCreate Get them hookedPackage

Create

!

• Friend-to-friend marketing

• Brand advocacy

• Word-of-mouth marketing

• Social selling

• Work in distributed teams

• UX design

• Building a native FB app

• Using Trello in marketing

• User research

• Case studies

• Interviews

• Curate content from other sources

• …

Package

• White papers

• Blog posts

• Pod casts

• Presentations

• Influencer posts on LinkedIn

• Emails

• Articles

• Webinars

• Case studies

Distribute

• Twitter (@wrappcorp)

• LinkedIn

• Guest blogging

• The media

• Conferences

• Newsletters

• Venture Beat Intelligence

• SEO

Get them hooked

• Landing page

• Create a new blog and put it on /retailers

• Do we have enough information on our web?

• Sign-up form directly on the blog

• Ask people to sign-up before we give them

all the content?

• Sign-up for our newsletter

• Apply for positions at Wrapp

Responsibilities – pick your favorite!Package • Create the email • Publish the blog post • Launch the pod cast

Create content • Write, write, write • Interview • Curate (create a Twitter list with

influencers in retail marketing) • Edit • Pick/create images

Get them to sign-up • Create a new blog, put it on /retailers • Update the sign-up form • Add sign-up form for Wrapp and

newsletter to the blog • SEO

Manage salesforce • Segment different types of

leads/subjects • Type of companies • Stage in lifecycle • Engagement

• Keep the emails lists up to date • Determine who to contact

Distribute • Manage social media channels • Reach out to other blogs • PR • Apply for conferences

Measuring success

• Number of qualified leads per month • Number of new email addresses signed-up for newsletter • Number of emails/blog posts we produce per month, goal: two per month !

• Other KPI’s • Open rate and CTR on emails • Followers on LinkedIn and Twitter

Thank you.

Lisa Enckell +415 867 5453 lisa@wrapp.com