Content Marketing

Presenter: Matt Wilkinson, CEO Bizink

Web: bizinkonline.com

Twitter: @bizinkonline | @mattwilkinsonnz

#marketingquickstarter

About me...Matt Wilkinson, Founder & CEO of Bizink

Over 15 years working in online business

Worked exclusively with accountants & bookkeepers since 2010

Bizink is a Preferred Website Supplier to MYOB Partners

Work with firms in US, Canada, UK, Australia and New Zealand

What we’ll cover…

What is content marketing?

What content should you create?

Where should you publish content?

Curating and sharing content

Getting external help

What content marketing isn’t

An listing in the Yellow Pages

A radio advert

Networking events

ie. How marketing used to work

What content marketing is

Blogging

Social media

Webinars

YouTube

ie. How modern marketing works

Outbound vs Inbound

Outbound is ineffective (pushing)

Inbound is about pulling

Content drives inbound

Give away to get back

Perfect for Accountants & Bookkeepers

You have expert knowledge (hopefully!)

Content lets you prove it (show vs tell)

You already doing when you talk to clients

Fuel for your Marketing Machine

All successful online firms use content marketing

You already doing when you talk to clients

Website, social media, email, SEO all need content

Live Example

This webinar series:• 6 webinars• Recordings on YouTube• Slides on Slideshare• Blogs posts on MYOB Pulse, Bizink, LinkedIn• Social media campaign by MYOB & Bizink• Content giveaways• Email marketing campaigns

“Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.”

Content Marketing Institute

What content should you create?

Wow!!!TheGeneralvalueshiftingregime(GVSR)appliestoarrangementsthatshiftvaluebetweenassets,causingdiscrepanciesbetweenthemarketvaluesandtaxvaluesoftheassets.

What are your clients’ pain points?

“Look at the questions clients ask and answer them comprehensively. Then blog about it. Then next time someone searches online or asks you about it –you can send them the link to the answer or copy and paste it for them.”Heather Smith

Pro tip!

Answer a client question in detail

Clients have the same issues as prospects

Specific is good

How to get ideas for content

“We have used our blog to answer a lot of routine questions without having to type it out every time. For example, everyone always asked to about estimated payments. We use that blog post a ton and I just give them a short sentence and refer them back to our blog. It also lends a lot of credibility that we have already answered the questions and can anticipate their needs.”Donna Bordeaux

Pro tip!

Where should you publish content?

Message is more important than medium

Where is your audience?

Main Types of Content

Blog

Ebooks, guides or reports

Video

Events/Online events

Infographics

Email

Capture dataDon’t rely on “Field of Dreams” thinking

Curating & Sharing Content

Quality over quantity

Add your own spin

Digest blogs and newsletters work well

Getting External Help

Content is hard: knowledge, skill & time

It’s not free!

Use an specialist company like Bizink

Hire a freelance writer

Final Thoughts

Content drives every part of our marketing framework:

• Different

• Credible

• Authentic

• Visible

Summing up

Content fuels your marketing machine

Focus on pain points

Message is more important than medium

Re-purpose to get more bang for your buck

Sharing: quality over quantity

External help: sometimes paying is better value than free

Next Marketing Quickstarter Event

Social MediaWe will cover:• Does social media “work” for accountants?• Which social sites should you use?• What content should you post and share?Date & TimeThursday 13th October AEST: 1 pm | NZ: 3 pm

Any questions?

Bizink is a Preferred Website Supplier to MYOB Partners• Special pricing• Exclusive content• We make it easy to have a winning website!

Learn more: bizinkonline.com/myob