© 2012 Ingenuity Marketing Group, LLC
Claim Your Market PositionThe Magic of Content
Marketing
Presented by: Rachel Gold & Christine
Nelson
© 2012 Ingenuity Marketing Group, LLC
• MFA in Writing• Communications Consultant
for Ingenuity Marketing Group
• Former journalist• Published author• Marketing and PR since 1999• Social Media pragmatist• Winner of multiple awards
for marketing content• Brand strategist who excels
at listening for key differentiators
Rachel GoldWords/ Online/ Creation
© 2012 Ingenuity Marketing Group, LLC
• B.S. in Mass Communications
• Former journalist and business consultant
• Communications Consultant/Media Strategist at Ingenuity
• Achiever/Believer
Christine NelsonMedia / Clarity / Positioning
© 2012 Ingenuity Marketing Group, LLC
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
• Selling• Broadcasting• Junk content• Spam
What content marketing is not:
© 2012 Ingenuity Marketing Group, LLC
“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
What is content marketing?
© 2012 Ingenuity Marketing Group, LLC
When prospects and clients are clear about your value – you can command a premium price.
Value
© 2012 Ingenuity Marketing Group, LLC
• 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
Why content marketing?
© 2012 Ingenuity Marketing Group, LLC
It’s Boring, Useless, Misplaced or Weak.
Why isn’t MY content generating leads?
© 2012 Ingenuity Marketing Group, LLC
The ongoing content cycle
Create & Manage
Attract & ListenWoo & Interact
Move (to Action) & Measure
© 2012 Ingenuity Marketing Group, LLC
The ongoing content cycle
© 2012 Ingenuity Marketing Group, LLC
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.
The ongoing content cycle
© 2012 Ingenuity Marketing Group, LLC
You’re in one now.
The ongoing content cycle
© 2012 Ingenuity Marketing Group, LLC
Create & Manage Content1
© 2012 Ingenuity Marketing Group, LLC
#1 Create & Manage Content
It is possible to get better results – even with less content than you’re creating now.
© 2012 Ingenuity Marketing Group, LLC
Turning average content into great content
• Unexpected/surprising• Authentic/core• Stories• Concrete detail• Credible• Emotional
© 2012 Ingenuity Marketing Group, LLC
• Know your key differentiators – your unique value
• Know your strengths• Understand client pain and needs• If you’re curating content, make sure you
add value
#1 Create and Manage Content
© 2012 Ingenuity Marketing Group, LLC
Attract & Listen2
© 2012 Ingenuity Marketing Group, LLC
• 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.
#2 Attract & Listen
© 2012 Ingenuity Marketing Group, LLC
Keyword phrases are one way to track what people are talking about.
#2 Attract & Listen
© 2012 Ingenuity Marketing Group, LLC
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]
#2 Attract & Listen
© 2012 Ingenuity Marketing Group, LLC
Tech Firm / web video example:
#2 Attract & Listen
© 2012 Ingenuity Marketing Group, LLC
Woo & Interact3
© 2012 Ingenuity Marketing Group, LLC
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]
#3 Woo & Interact
© 2012 Ingenuity Marketing Group, LLC
Accounting Firm / LinkedIn example:
#3 Woo & Interact
© 2012 Ingenuity Marketing Group, LLC
• Gifts increase loyalty
• Call to action may be very subtle.
#3 Woo & Interact
© 2012 Ingenuity Marketing Group, LLC
Move & Measure4
© 2012 Ingenuity Marketing Group, LLC
• Always give them something they can do next.
• Plan what you will do next.
#4 Move & Measure
© 2012 Ingenuity Marketing Group, LLC
#4 Move & Measure
© 2012 Ingenuity Marketing Group, LLC
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.]
Measurements
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What happens if you don’t track and listen?
© 2012 Ingenuity Marketing Group, LLC
Integrate with your Marketing Plan!
© 2012 Ingenuity Marketing Group, LLC
1. Company Newsletter – Call to action statements/client events
2. E-blasts – offer a bonus item from your website or free webinar
3. 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 report 5. 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 people’s new year’s resolutions or Valentine’s wishes
Integrate with your Marketing Plan!
© 2012 Ingenuity Marketing Group, LLC
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
Rachel Gold: [email protected] Nelson: [email protected]
www.ingenuitymarketing.com
Connect to us on LinkedIn! http://www.linkedin.com/in/rachelgoldhttp://www.linkedin.com/in/virtualprgrrl
Thank You