Hollister Creative Content Marketing Workshop

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Workshop on content marketing

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Content Marketing WorkshopWhy and how to generate sales leads from content you share on the Internet 2014 Hollister Creative, Inc.All rights reservedHollisterCreative.com1Goals for this workshop1. Understand what content marketing is2. Understand why investing in content marketing makes sense for most companies3. Understand how your company can generate sales leads from content you share onlineHollisterCreative.comGoals for this workshop1. Understand what content marketing is2. Understand why investing in content marketing makes sense for most companies3. Understand how your company can generate sales leads from content you share online2Section 1What is content marketing?HollisterCreative.comWhat is content marketing?3Content marketing is a marketing tacticOther marketing tactics that might be more familiar to you are exhibiting at trade shows, pay-per-click ads and direct mail. Savvy marketers use multiple tactics and plan them so that they work together to reinforce your brand and message.HollisterCreative.comContent marketing is a marketing tacticOther marketing tactics that might be more familiar to you are exhibiting at trade shows, pay-per-click ads and direct mail. Savvy marketers use multiple tactics and plan them so that they work together to reinforce your brand and message.4Content is information you create in any formExamples of digital content you can share online: Article Case study Contest Customer story Digital magazine Ebook Email newsletter Expert Q&A Game Help forum How to explainer Informational graphic Photo gallery Podcast Poll and results PowerPoint Pro and Conopinion piece Tip sheet Review Video Webinar White paperHollisterCreative.comContent is information you create in any formExamples of digital content you can share online: Informational graphic Photo gallery Podcast Poll and results PowerPoint Pro and Conopinion piece Tip sheet Review Video Webinar White paper5Content created for marketing is purposefulIts purpose is: To attract the right audience To engage people who have an interest in a product or service you sell T o convert those people into leads for your sales teamHollisterCreative.comContent created for marketing is purposefulIts purpose is: To attract the right audience To engage people who have an interest in a product or service you sell T o convert those people into leads for your sales team6Content for marketing is not an advertisement It provides information and/or entertainment that is valuable to your audience It demonstrates your companys knowledge and experience by showing, not telling It doesnt ask the reader to buy anythingHollisterCreative.comContent for marketing is not an advertisement It provides information and/or entertainment that is valuable to your audience It demonstrates your companys knowledge and experience by showing, not telling It doesnt ask the reader to buy anything7Content marketing requires distributionContent cant fulfill its marketing role unless you: Pull in your audience by placing the content on your website or blog, and optimizing the content so that people find it when they search online for information on that topicandPush out to your audience by sending the content, or a link to it, via email, social media and possibly offline promotionHollisterCreative.comContent marketing requires distributionContent cant fulfill its marketing role unless you: Pull in your audience by placing the content on your website or blog, and optimizing the content so that people find it when they search online for information on that topicandPush out to your audience by sending the content, or a link to it, via email, social media and possibly offline promotion8Section 2Why should I invest in content marketing?HollisterCreative.comWhy should I invest in content marketing?9People like to buy, but dislike being sold to More than 200 million Americans have registered on the FTCs Do Not Call list thats two-thirds of U.S. residents 86% of people watching pre-recorded television shows always fast forward through the ads (YouGov research for Deloitte) The click-through rate for online display ads is 0.19% for standard media, 0.18% for rich media (DoubleClick by Google)HollisterCreative.comPeople like to buy, but dislike being sold to More than 200 million Americans have registered on the FTCs Do Not Call list thats two-thirds of U.S. residents 86% of people watching pre-recorded television shows always fast forward through the ads (YouGov research for Deloitte) The click-through rate for online display ads is 0.19% for standard media, 0.18% for rich media (DoubleClick by Google)10People do research online before they buy 97% of consumers use online media to research products or services in their local area (BIA Kelsey 2010) Consumers spend an average of 79 days gathering information before making a major purchase (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013) 79% of consumers say technology empowers them with more information and the knowledge that they are getting the best deal (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013)HollisterCreative.comPeople do research online before they buy 97% of consumers use online media to research products or services in their local area (BIA Kelsey 2010) Consumers spend an average of 79 days gathering information before making a major purchase (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013) 79% of consumers say technology empowers them with more information and the knowledge that they are getting the best deal (GE Capital Retail Banks second annual Major Purchase Shopper Study, July 2013)11Businesses buy the same way consumers buy IHS GlobalSpec reports on surveys of North American technical professionals show: 74% use the Internet to find components, equipment, services and suppliers 69% use it to compare products across suppliers 59% rely on digital research to narrow down their options before getting a vendor involved; they dont make contact with vendors until the evaluation or purchase stages later in the buying processReports cited: 2014 Digital Media Use In The Industrial Sector and 2013 Understanding the Industrial Buy Cycle HollisterCreative.comBusinesses buy the same way consumers buy IHS GlobalSpec reports on surveys of North American technical professionals show: 74% use the Internet to find components, equipment, services and suppliers 69% use it to compare products across suppliers 59% rely on digital research to narrow down their options before getting a vendor involved; they dont make contact with vendors until the evaluation or purchase stages later in the buying processReports cited: 2014 Digital Media Use In The Industrial Sector and 2013 Understanding the Industrial Buy Cycle 12We all buy from those we know, like and trustFree, relevant content helps people get to know your company as an expert and leader in your industry grow to like your company because it reaches out to them in an authentic and helpful manner develop trust in your company as the one most able to relieve their pain HollisterCreative.comWe all buy from those we know, like and trustFree, relevant content helps people get to know your company as an expert and leader in your industry grow to like your company because it reaches out to them in an authentic and helpful manner develop trust in your company as the one most able to relieve their pain 13Content is the #1 way to optimize a websiteIn fact, it is now the only effective way Google has killed nearly all previously effective SEO tactics while rewarding sites that have relevant content Each blog post adds a page to your website, giving Google another page to index and giving your site another topic for which it can show up in search results Blogs on company websites result in 55% more visitors, 97% more inbound links and 434% more indexed pages HollisterCreative.comContent is the #1 way to optimize a websiteIn fact, it is now the only effective way Google has killed nearly all previously effective SEO tactics while rewarding sites that have relevant content Each blog post adds a page to your website, giving Google another page to index and giving your site another topic for which it can show up in search results Blogs on company websites result in 55% more visitors, 97% more inbound links and 434% more indexed pages 14Content marketing is highly cost effective Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads per dollar spent (Demand Metric) Over a 2-year period, cost-per-lead from content marketing is 31% less than cost-per-lead from paid search (Kapost/Eloqua study) B2B companies with blogs generate 67% more leads per month than companies without blogs (Social Media B2B) The website conversion rate is higher for brands that do content marketing 2.9% versus 0.5% for brands that dont a 6x advantage for the content marketers (Aberdeen) HollisterCreative.comContent marketing is highly cost effective Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads per dollar spent (Demand Metric) Over a 2-year period, cost-per-lead from content marketing is 31% less than cost-per-lead from paid search (Kapost/Eloqua study) B2B companies with blogs generate 67% more leads per month than companies without blogs (Social Media B2B) The website conversion rate is higher for brands that do content marketing 2.9% versus 0.5% for brands that dont a 6x advantage for the content marketers (Aberdeen) 15Section 3 How can my company generate sales leads from content marketing?HollisterCreative.comHow can my company generate sales leads from content marketing?161. If you are not blogging, start now. If you are blogging, blog smarter.First, a few technical points about blog setup Make your blog part of your website, not a separate domain; that way, your entire site gets the SEO benefits of higher Google rank from more content and more backlinks If your current website platform doesnt have a great blog option, integrate a WordPress blog Install an SEO plugin that guides you in optimizing each blog post for search; for WordPress, we recommend the Yoast plugin HollisterCreative.com1. If you are not blogging, start now. If you are blogging, blog smarter.First, a few technical points about blog setup Make your blog part of your website, not a separate domain; that way, your entire site gets the SEO benefits of higher Google rank from more content and more backlinks If your current website platform doesnt have a great blog option, integrate a WordPress blog Install an SEO plugin that guides you in optimizing each blog post for search; for WordPress, we recommend the Yoast plugin 172. Develop a blog content strategyAligning each blog topic with the strategy will ensure that your content is purposeful Purpose: Attract the right audienceStrategy: Write for your buyers and their influencers; define their job titles, demographics and motivationsTitleAgeGenderEducationMotivatorsHollisterCreative.com2. Develop a blog content strategyAligning each blog topic with the strategy will ensure that your content is purposeful Purpose: Attract the right audienceStrategy: Write for your buyers and their influencers; define their job titles, demographics and motivationsTitleAgeGenderEducationMotivators18 Purpose: Engage themStrategy: Answer the questions they have at each stage of the buying process, from awareness to vendor selectionIs there a solution to this problem?What are all the ways to solve it?Who can help me solve it?Which vendor will be best?HollisterCreative.com Purpose: Engage themStrategy: Answer the questions they have at each stage of the buying process, from awareness to vendor selectionIs there a solution to this problem?What are all the ways to solve it?Who can help me solve it?Which vendor will be best?19 Purpose: Convert them into leadsStrategy: With every blog post, offer them options to learn more, ask a question, contact you or request a rep callWant to learn more? Go to www.this-page-on-our-website.comHave a quick question? Click for live chat to ask it right nowReady to contact us? Call 444-444-4444 or email info@ourcompany.comWant a rep to call you? Submit this form so we know the best number to reach you and the best time to callHollisterCreative.com Purpose: Convert them into leadsStrategy: With every blog post, offer them options to learn more, ask a question, contact you or request a rep callWant to learn more? Go to www.this-page-on-our-website.comHave a quick question? Click for live chat to ask it right nowReady to contact us? Call 444-444-4444 or email info@ourcompany.comWant a rep to call you? Submit this form so we know the best number to reach you and the best time to call203. Give the blog a voice and personalityDull, dry, passionless or plodding will turn off readers Choose a company voice consistent with your brand Speak passionately about the things your company is passionate about Enfuse the voice with excitement about the subject matter Give meaty facts but spice them up by expressing the companys well-informed attitudes and opinions Aim for thought leadership, which requires not just subject matter expertise, but also industry knowledge, trend analysis, vision and the confidence to say something new that all your peers arent already sayingHollisterCreative.com3. Give the blog a voice and personalityDull, dry, passionless or plodding will turn off readers Choose a company voice consistent with your brand Speak passionately about the things your company is passionate about Enfuse the voice with excitement about the subject matter Give meaty facts but spice them up by expressing the companys well-informed attitudes and opinions Aim for thought leadership, which requires not just subject matter expertise, but also industry knowledge, trend analysis, vision and the confidence to say something new that all your peers arent already saying214. Make a realistic plan to blog regularlyConsistency is key to building an audience and a library of content with detailed answers to audience questions Commit to providing the necessary resources Require that blog articles be posted on a firm schedule Assign the job of blog manager to a qualified employee or an outside contractor Provide incentives for every person in your organization to submit questions asked by prospects and customers Ask that employees respond promptly to requests for information or an interview from the blog manager or writerHollisterCreative.com4. Make a realistic plan to blog regularlyConsistency is key to building an audience and a library of content with detailed answers to audience questions Commit to providing the necessary resources Require that blog articles be posted on a firm schedule Assign the job of blog manager to a qualified employee or an outside contractor Provide incentives for every person in your organization to submit questions asked by prospects and customers Ask that employees respond promptly to requests for information or an interview from the blog manager or writer225. Select a strategic mix of blog topicsEach quarter, have topics that appeal to each type of buyer at each stage in the buyer journey Example: If you blog 3 times per week and have 3 types of buyers (CEO, VP of Operations and Maintenance Manager), one blog per week can be written for each type of buyer Example: In a 13-week quarter, with 13 blog posts aimed at the VP of Operations, you can answer 4 top-of-sales-funnel questions, 5 mid-funnel questions and 4 bottom-of-funnel questionsHollisterCreative.com5. Select a strategic mix of blog topicsEach quarter, have topics that appeal to each type of buyer at each stage in the buyer journey Example: If you blog 3 times per week and have 3 types of buyers (CEO, VP of Operations and Maintenance Manager), one blog per week can be written for each type of buyer Example: In a 13-week quarter, with 13 blog posts aimed at the VP of Operations, you can answer 4 top-of-sales-funnel questions, 5 mid-funnel questions and 4 bottom-of-funnel questions236. Distribute blogs through multiple channelsMost people will not subscribe to a blog, so use other means to get the content in front of your audience Each month, collect the most recent 4-5 blog posts and make them the content in your email newsletter Share each blog post through your company social media outlets: LinkedIn, Google+, Twitter (and Facebook if B2C) Ask company executives and employees to share selected blog posts through their personal LinkedIn pages, or the LinkedIn groups they belong to, or other social media accounts they have, when the topic relates to their areas of responsibilityHollisterCreative.com6. Distribute blogs through multiple channelsMost people will not subscribe to a blog, so use other means to get the content in front of your audience Each month, collect the most recent 4-5 blog posts and make them the content in your email newsletter Share each blog post through your company social media outlets: LinkedIn, Google+, Twitter (and Facebook if B2C) Ask company executives and employees to share selected blog posts through their personal LinkedIn pages, or the LinkedIn groups they belong to, or other social media accounts they have, when the topic relates to their areas of responsibility247. More smart ways to share content A blog that answers buyer questions is the core of a solid content marketing strategy. Get that going as described, then you can expand on the types of content you share and the ways you share it. Remember all those forms of content we listed? Many blog topics can be addressed in a different format, such as a video. Some topics could be expanded into a white paper or an ebook. Some could be condensed into a graphic. Sharing blogs on social media should be routine. But some topics may lend themselves to repurposing as an article on an industry blog or in a trade magazine, a case study on your website, or a topic for a webinar or a trade show talk. HollisterCreative.com7. More smart ways to share content A blog that answers buyer questions is the core of a solid content marketing strategy. Get that going as described, then you can expand on the types of content you share and the ways you share it. Remember all those forms of content we listed? Many blog topics can be addressed in a different format, such as a video. Some topics could be expanded into a white paper or an ebook. Some could be condensed into a graphic. Sharing blogs on social media should be routine. But some topics may lend themselves to repurposing as an article on an industry blog or in a trade magazine, a case study on your website, or a topic for a webinar or a trade show talk. 25Hollister Creative supports the growth and success of ambitious organizations through marketing and communications. We guide and assist our business and nonprofit clients in strategy, branding, content creation, graphic design and distribution in print and on the web.Hollister Creative, Inc.763 W. Lancaster Ave., Suite 250Bryn Mawr, PA 19010484-829-0021 | www.hollistercreative.com contactus@hollistercreative.comwww.linkedin.com/company/hollister-creativehttps://twitter.com/HollisterCreatehttps://www.facebook.com/HollisterCreativeHollisterCreative.comHollister Creative supports the growth and success of ambitious organizations through marketing and communications. We guide and assist our business and nonprofit clients in strategy, branding, content creation, graphic design and distribution in print and on the web.Hollister Creative, Inc.763 W. Lancaster Ave., Suite 250Bryn Mawr, PA 19010484-829-0021 | www.hollistercreative.com contactus@hollistercreative.comwww.linkedin.com/company/hollister-creativehttps://twitter.com/HollisterCreatehttps://www.facebook.com/HollisterCreative