Content Marketing: How to Successfully Convert Content into Customers

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Weve all heard the battle cries traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals? In this 451 Marketing webinar, youll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, youll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.


  • 1.From Content to Customers

2. Max SilverSocial Media Training Manager 617-329-9835 3. Content marketing isthe only marketing left -Seth Godin 4. What is Content Marketing?Creating and delivering valuable contentto your target audience 5. Why Content Marketing? Generates 3x more leads thantraditional marketing Build trust, create value amongsuspects people who want toknow what you know, not whatyou sell (not yet) Decrease costs, increasecustomers, scalable/repeatable 6. Why Content Marketing? Position as an expert Attract new customers Maintain a dialogue with existingand past clients Increase social signals 7. What is Content?Whitepapers, eBooks,Blog and Social PostsImages and InfographicsCase StudiesAudio or Video Events and Content fromContent Email Newsletters Events (Webinars, Workshops) 8. Cornerstone of Marketing Brand Voice & SEOSocial MediaPersonality Content Marketing 9. Content Directly Affects Search 10. Content Marketing Does NOT Doesnt directly convert or sell 11. Content Marketing DoesDoes help push leads down the funnel 12. Content Marketing Strategy 1PLAN 4MEASURE 2 CREATE 3 PUBLISH 13. Who is Your Audience?Who are your ideal customers? 14. Who is Your Audience?Moms MillennialsCIOs Think about your current customers 15. Who is Your Audience? Content you create should address your customers pain points: a need a problem a desire a challengeWhat are their biggest pain points/needs? 16. Identifying Pain Points Check out common search inquiries around your product or industry using Google Search Trends and Google Keyword Tool Address FAQs ask your sales people what customers are asking themDo your research what do your customers need? 17. Where is Your Audience?Do your research, know your platforms!For instance: City dwellers are significantly more likely than rural residents to be on Twitter Women are five times as likely as men to use Pinterest Baby boomers are the fastest growing segment of Facebook Where do they find information online? Source: Pew Research Center 18. Audit Current ContentCatalog any existing content and categorize by: Type Topic DatePersonaRepurpose content that is outdated but stillvaluableIdentify holes or missing content 19. Incorporate Social & Search GoalsWhat things do you need to rank for in social and search? 20. Define Major Topics What do you know? Fill in content gaps from youraudit Think about achieving searchand social goals What do you want to be known for? 21. Define Team/Roles Designate an overall contentcoordinator Have coordinator from eachfunctional area Designate members of seniormanagement team tooversee/contribute adds to validitySet clear roles, expectations, and standards 22. Create a Content Calendar Color code by content type Clearly define ownership Create a checklist for social mediapromotion Share as far in advance as possible toallow time for creation Use a shared calendar such as Google Calendar to share content plan internally 23. As You Are Creating, AskIs this content...Unique? Fun?Credible? Inspirational?Beneficial to Share?Does this Inspire Sharing? 24. Portable ContentAnswers PopularQuestions How To 25. Portable ContentReal-TimeMarketing 26. Portable ContentReal-TimeMarketing 27. Portable ContentTop 10s,Best ofs,andCountdowns 28. Tools for Content Creation Set up Google alerts Set up streams inHootsuite (sociallistings) 29. Publish 30. Make Sharing Simple!Links to social properties on websiteShare buttons with content 31. Measure and AdjustWhats getting shared the most, by who, and when? 32. Build Trust Be consistent Be generous Become the authorityFollow through with your strategy make sure youraudience can count on regular content 33. Takeaways:Content marketing is a great way to build trust, enhance social media and searchmarketing, and increase lead flow.1. PlanDefine audience and needsAudit current contentIncorporate social and search goalsDefine major topicsDefine team/rolesCreate a calendar2. CreateCreate relevant, portable content3. PublishPublish content across platforms make it shareable!4. MeasureMeasure effectiveness and adjust 34. Questions? 35. Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating public relations, socialmedia, and search marketing tactics intodynamic communications campaigns supportedby a full-service creative team.We work with brands to build awareness, engagecustomers, and drive business using custom,integrated communications campaigns. 36. The 451 Marketing PhilosophyUnderstanding that there is a typical psychological process to how people makebuying (or conversion) decisions, 451 Marketing takes a holistic approach tomarketing.Our team of public relations professionals, social media specialists and searchmarketing experts work together to reach your target audience at every stage ofthe evaluation and purchase process. 37. From Content to Customers 38. 43MEASURE1 PLAN2PUBLISHCREATE


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