Ingenuity Webinar on Content Marketing

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From Ingenuity Marketing's May webinar about content marketing - for more details visit www.ingenuitymarketing.com.

Transcript of Ingenuity Webinar on Content Marketing

  • 1. Claim Your Market PositionThe Magic of Content Marketing Presented by: Rachel Gold &Christine Nelson 2012 Ingenuity Marketing Group, LLC

2. Rachel Gold Words/ Online/ Creation MFA in Writing Communications Consultant forIngenuity Marketing Group Former journalist Published author Marketing and PR since 1999 Social Media pragmatist Winner of multiple awards formarketing content Brand strategist who excels at listeningfor key differentiators 2012 Ingenuity Marketing Group, LLC 3. Christine Nelson Media / Clarity / Positioning B.S. in Mass Communications Former journalist and businessconsultant Communications Consultant/MediaStrategist at Ingenuity Achiever/Believer 2012 Ingenuity Marketing Group, LLC 4. Ingenuity Marketing Group focuses exclusively on the people of professional services. We help them clarify and deliver their value through marketing strategy, media positioning, training and coaching. Get clear. Be brilliant. Drive opportunity. Our services connect you to the right prospects, the right media and the right talent. Whether you need a persuasive, lead-generating website, compelling brochures and direct mail, or a program to build a rainmaking culture, we deliver the ideas, content and design that communicates you brilliantly. 2012 Ingenuity Marketing Group, LLC 5. What content marketing is not: Selling Broadcasting Junk content Spam 2012 Ingenuity Marketing Group, LLC 6. What is content marketing? Basically, content marketing is the art of communicating with your customers and prospects without selling. you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. -- Joe Pulizzi, Junta42 2012 Ingenuity Marketing Group, LLC 7. Value When prospects and clients are clear about your value you can command a premium price. 2012 Ingenuity Marketing Group, LLC 8. Why content marketing? High quality lead generation is by far the top marketing challenge. In 2009, 69 percent of organizations surveyed said that generating high quality leads was a top challenge. In 2010 it rose to 78 percent of organizations. A similar jump occurred in generating a high volume of leads, which went from 35 percent of organizations in 2009 to 44 percent in 2010.MarketingSherpa 2011 B2B Marketing Benchmark Report 2012 Ingenuity Marketing Group, LLC 9. Why isnt MY content generating leads? Its Boring, Useless, Misplaced or Weak. 2012 Ingenuity Marketing Group, LLC 10. The ongoing content cycleMove (to Action) Create & Manage& MeasureAttract & ListenWoo & Interact 2012 Ingenuity Marketing Group, LLC 11. The ongoing content cycle 2012 Ingenuity Marketing Group, LLC 12. The ongoing content cycle The Bailey Group: Create & Manage publish a newsletter Attract & Listen Get ideas from client pains Woo & Interact People who sign up for the newsletter and blog get invited to other events Move (to Action) & Measure They invite readers to take action, such as take a quiz online or read other articles. They measure web analytics and and responses per topic to gauge interest. 2012 Ingenuity Marketing Group, LLC 13. The ongoing content cycle Youre in one now. 2012 Ingenuity Marketing Group, LLC 14. 1Create & Manage Content 2012 Ingenuity Marketing Group, LLC 15. #1 Create & Manage Content It is possible to get better results even with less content than youre creating now. 2012 Ingenuity Marketing Group, LLC 16. Turning average content into great content Unexpected/surprising Authentic/core Stories Concrete detail Credible Emotional 2012 Ingenuity Marketing Group, LLC 17. #1 Create and Manage Content Know your key differentiators your unique value Know your strengths Understand client pain and needs If youre curating content, make sure you add value 2012 Ingenuity Marketing Group, LLC 18. 2Attract & Listen 2012 Ingenuity Marketing Group, LLC 19. #2 Attract & Listen You want to attract your ideal client not just anyone. What is your ideal audience reading/watching? Research keywords and popular topics. Listen to what your ideal clients are saying/their pains and interests. 2012 Ingenuity Marketing Group, LLC 20. #2 Attract & Listen Keyword phrases are one way to track what people are talking about. 2012 Ingenuity Marketing Group, LLC 21. #2 Attract & Listen Top content tactics that firms use to attract leads: Article posting (79%) Case studies (58%) Videos (52%) White papers (51%) Webinars (46%) Microsites (31%) [from B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report, by the Content Marketing Institute and MarketingProfs] 2012 Ingenuity Marketing Group, LLC 22. #2 Attract & Listen Tech Firm / web video example: 2012 Ingenuity Marketing Group, LLC 23. 3 Woo & Interact 2012 Ingenuity Marketing Group, LLC 24. #3 Woo & Interact Top content tactics that firms use to woo leads: Social media (74%) Blogs (65%) eNewsletters (63%) In-person events (56%) [from B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report, by the Content Marketing Institute and MarketingProfs] 2012 Ingenuity Marketing Group, LLC 25. #3 Woo & Interact Accounting Firm / LinkedIn example: 2012 Ingenuity Marketing Group, LLC 26. #3 Woo & Interact Gifts increase loyalty Call to action may be very subtle. 2012 Ingenuity Marketing Group, LLC 27. 4 Move & Measure 2012 Ingenuity Marketing Group, LLC 28. #4 Move & Measure Always give them something they can do next. Plan what you will do next. 2012 Ingenuity Marketing Group, LLC 29. #4 Move & Measure 2012 Ingenuity Marketing Group, LLC 30. Measurements Firms are using the following ways to measure results: Increased Web traffic (58%) Sales lead quality/sales accepted leads (49%) Direct sales (41%) Qualitative feedback from customers (40%) SEO ranking (40%) [from B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report, by the Content Marketing Institute and MarketingProfs.] 2012 Ingenuity Marketing Group, LLC 31. What happens if you dont track and listen? 2012 Ingenuity Marketing Group, LLC 32. Integrate with your Marketing Plan! 2012 Ingenuity Marketing Group, LLC 33. Integrate with your Marketing Plan!1. Company Newsletter Call to action statements/client events2. E-blasts offer a bonus item from your website or free webinar3. Social Media point them to other content on your site every time. Provide context for other news you share.4. Tradeshows offer a free e-book or report5. Ads provide a video link or Meet Joe bio link; do it with a QR code for mobile devices.6. Holiday cards Link them to your peoples new years resolutions or Valentines wishes 2012 Ingenuity Marketing Group, LLC 34. Educational Tools/Content Marketing Example InGenius Review: our free bimonthly newsletter about professional service marketing. Available via email and from our website. 2012 Ingenuity Marketing Group, LLC 35. Thank YouRachel Gold: rachel@ingenuitymarketing.com Christine Nelson: christine@ingenuitymarketing.comwww.ingenuitymarketing.com Connect to us on LinkedIn!http://www.linkedin.com/in/rachelgoldhttp://www.linkedin.com/in/virtualprgrrl 2012 Ingenuity Marketing Group, LLC