Welcome to the Content Marketing

Matrix

Cas McCullough

T: @casmccullough

F: /casmccullough

E: cas@casmccullough.com

Key Takeaways

Key Takeaways

Key Takeaways

As a marketer do you feel safer taking the red pill or the blue pill?

The Blue Pill:

Traditional Marketing (ads, promos, trade shows, cold calls)

• Casting a wide net- Broadcasting

• Manipulating a response• Short-term rapid growth• Controlled by gatekeepers• Expensive per lead

The Red Pill:

Inbound Marketing methods (content, social, permission-based email)

• Highly targeted, narrowcasting.

• Building relationships - helping

• Longer term growth• Bypasses gatekeepers

through self-published content

• Relatively inexpensive per lead but can be time intensive

Top 3 Marketing Sources Consumers Trust:

• Recommendations from people they know 84%• Branded websites 69%• Consumer opinions posted online 68%

Source: Nielsen Global Survey of Trust in Advertising Q1 2013.

How The Content Marketing Cycle Works

Creating captivating content

Who is your ideal client?

5 Content Creation Ideas

#1 Blog Interviews

#2 Vlogs and demo videos

#3 Teleseminars/Podcasts

Tools for webinars/podcasts

• Screenflow or equivalent• Microphone• Webinar or teleseminar program (Instant

Teleseminar or gotowebinar)• Google Hangouts• Udemy – record how-to content and sell it on

udemy.com• A decent broadband connection (upload

speed matters)

#4 Ebooks

#5 Reports

EG From hubspot.com

Content Styles

Varies depending on your brand and your ideal client profile

• Visual• Verbal• Informal• Formal

Curating helpful content

feedly.com

Ifttt.com

Triberr.com

Evernote.com

hootsuite.com

Relating to your potential clients

Tweet this: 84% of people listen to the recommendations of people they know. Nielsen, 2013.

What businesses tend to do

Ask for the like on another’s business page

What businesses tend to do

Promote their business on another’s page or in a group

What businesses tend to do

Use their profile to promote their business (put their business name in their profile)

What businesses tend to do

Focus on building “likes” by spending lots of time on Facebook activities such as marches, ladders and liking parties.

Best Practice Participate in groups and communities

Just say hello, and join the conversation.

Share fun, helpful and beautiful images and information

Tell your businesses’ story.

Make your users the stars of your brand’s show.

Repurposing Your Content

Review Your PerformanceGoogle Analytics

Facebook Insights

Alexa.com

Review Your Performance

Over to you…