best bet: why you should go all-in with content marketing
DESCRIPTION
When it comes to spending your marketing dollars, it may seem like you are making blind bets, hoping the cards are stacked in your favor. Traditional advertising can be a gamble, but content marketing--distributing engaging, valuable information to a clearly defined target audience--may be your ace in the hole. Get the tools and insight you need to create and develop compelling content and deliver it to your customers in a way that is not intrusive. Learn how to effectively use social media, custom magazines, digital video, podcasts and other customized content to give your customers what they really want. The rules of marketing have changed and instead of telling customers why you are the best, what they really want is valuable content that will make their lives better.TRANSCRIPT
Best Bet: Why You Should Go All-InWith Content Marketing
Presented by:Ben Van Horn,
Director of Marketing, Talk Back Media
Content Marketing
Content is King
Join the Conversation
What are we learning today?
• Why Content Marketing?
• 5 Reasons to go All-In with Content Marketing
• Content Marketing That Works
What is Content Marketing?
Developing compelling and relevant content that your customers need to know, in order to
achieve two goals:
1.Make their lives easier
2. Solve their problems
“Don’t sell the steak. Sell the sizzle”
You are not selling a product or service, you are selling
VALUE.
Traditional Media
New Media
Clutter
On Demand GenerationOn Demand Generation
Buyer’s behaviors have changed, requiring marketers to adapt.
Buyers have new ways to reject adsWhat have you done for me lately?
The 2 Golden Rules
1. Solve Problems
2. Make Life Better
Buyers have new ways to reject ads
The 2 Golden Rules
1. Solve Problems
2. Make Life Better
Most Advertising
Be Different
Put Your Customer First
Be Amazing
Content Marketing helps Davids compete with Goliaths
Cost Effective Solutions
Website
E-mail Marketing
Social Media
Blogs
5 Reasons to Go All-In with Content Marketing
#1 Build Relationships
Create Ambassadors
Word of mouth
Customer reviews
Social Media recommendations
#2 Generate Leads
Opt-in Content
VALUE-able Content
#3 Be An Expert
Be the trusted expert resource
Be a thought leader
Share your ideas
Become a publisher
YOU
#4 Furthers Your Social Media
Do I need to pay attention to social media?
Years to reach 50 million users:• Radio: 38 years• TV: 13 years• Internet: 4 years• Ipod: 3 years
Facebook added 100 million users in less than
9 months!
Social Media Use
7 Essential Keys to Social Media
1. The Internet is the context, not your brand
2. Make a connection with your message
3. Address potential issues in real time
4. There needs to be a coordinated effort—consistency is key
7 Essential Keys to Social Media
5. Find your fans and evangelists
6. Use customer comments to help make changes
7. Make it easy for customers to do business with you
#5 Improve Customer Retention
Keep your clients happy
Become a publisher
YOU
5 Key Tips for cashing in on Content Marketing
1. Identify the marketing objective
2. Clearly understand the customer’s info needs
3. Choose tactics and test as you go
5 Key Tips for cashing in on Content Marketing
4. Repurpose the content into different formats
5. Make sure you are measuring your results
Ben Van Horn
• [email protected]• Twitter: @benvh4• www.talkbackmedia.com/blog • 512-695-3193 mobile
Thank You!