Wood Street - Utility Content - Be the Hero Your Clients Need
13
Utility Content – Be the Hero Your Clients Need Breaking through the noise with content that serves a purpose! Today we will discuss: • Content Marketing • Buyer Personas • Creating and Sharing Content • Responsive Design • Maintaining Your Hero Status #FredNMT Contact Information Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
-
Upload
jon-mikel-bailey -
Category
Self Improvement
-
view
481 -
download
0
description
Breaking through the noise with content that serves a purpose! Today we will discuss: Content Marketing Buyer Personas Creating and Sharing Content Responsive Design Maintaining Your Hero Status
Transcript of Wood Street - Utility Content - Be the Hero Your Clients Need
Utility Content – Be the Hero Your Clients NeedBreaking through the noise with content that serves a purpose!
Today we will discuss:
• Content Marketing
• Buyer Personas
• Creating and Sharing Content
• Responsive Design
• Maintaining Your Hero Status
#FredNMT
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Content Marketing – Didn’t that die?
Content marketing is alive and well! As long as it’s useful.
What is content marketing?
“Traditional marketing and advertising is telling the world you’re a
rock star.
Content Marketing is showing the world that you are one.”
- Robert Rose, from Content Marketing Institute
#FredNMT
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Content Marketing – Making it useful…
What is useful content marketing?
Ann Handley, author of Content Rules,
says the most important takeaway from her book is…
“Be relentlessly customer-focused and not corporate-
focused.
Ask yourself…‘What marketing will my customer
THANK me for?’”
#FredNMT
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Buyer Personas – Being customer focused…Being customer focused means knowing them…
To paraphrase Adele Revella, founder of Buyer Persona Institute,
a buyer persona is defined as…
“A detailed profile of an example buyer that represents the real
audience – the buyer that you hope to persuade to buy your products,
services or solution.”
#woodstreet
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Buyer Personas – Have some fun…
#woodstreet
Who are they?
What do they do?
Why should they care about your organization?
Where are they and where do they find you?
How do you convert them into a client or a fan?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Content – Give them the good stuff…
You know your audience, give them what they need…
• Write how-to posts
• Lists, reviews and other quick posts
• Instructional video and podcasts
• White papers and eBooks
• Your expert knowledge in their language
#woodstreet
You are an expert. Share your expert knowledge with them…
They don’t know what you know!
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Content – Don’t waste great content…
You create good content almost daily…
• Emails
• Conversations
• Presentations
• Sales materials
• Ideas are everywhere!
#woodstreet
Ideas, inspiration, and the stuff your audience needs…
Right under your nose…
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Responsive Design – Utility and Mobile
Mobile is made for utility content…
• Video how-to content
• Directions, number, hours, etc.
• Pricing, product reviews
• Social media channels
• Account information
• Content suggestions
#woodstreet
This is situational. Think through the user experience.
What do your customers need from you on mobile?
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Responsive Design – Utility and Mobile
#woodstreet
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Maintaining Your Hero Status
Heroes are consistent, reliable, always save the day…
• Stay on top of trends, read!
• Revisit personas, anything change?
• Where are your connections?
• Where aren’t your connections?
• Is your content still relevant?
• Can you repurpose existing content?
• Are you sharing in other ways?
#woodstreet
Be there in their time of need…
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Maintaining Your Hero Status
Always be thinking…
• Are you getting thanks?
• When? With what?
• Can you duplicate?
• Can you expand the effort?
• What else do they need?
#woodstreet
“…What marketing will my customer
THANK me for?”
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
Resources
• www.woodstreet.com
• www.marketingprofs.com
• www.contentmarketinginstitute.co
m
• www.zeromomentoftruth.com
• www.mediapost.com
• www.spinsucks.com
• www.contentrulesbook.com
• www.optimizebook.com
#woodstreet
Blogs and books…
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
• Subscribe to blogs
• Attend seminars
• Google Alerts or something
similar
• READ
• Write every day
• Learn how to shoot video
• Learn how to take good pictures
• Listen to yourself!
Things to do…
Questions?
• www.woodstreet.com
• @woodstreetweb
• @jonmikelbailey
• Facebook.com/woodstreetweb
• Also on Pinterest, Google+,
• 301.668.5006 x101
#woodstreet
Contact me…
Contact Information
Jon-Mikel Bailey | @jonmikelbailey | 301-668-5006 x101 | [email protected]
