beyond content marketing
TRANSCRIPT
![Page 1: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/1.jpg)
BEYOND CONTENT MARKETING
The Power of $$$$$s
SLIDESHARE (AUGUST 2015)
buii=me.com
![Page 2: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/2.jpg)
Cold calling…
…blast emailing
![Page 3: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/3.jpg)
And even old fashioned entertaining!...
Cartoon, or image of someone at dinner.
Yes, people s=ll do this.
![Page 4: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/4.jpg)
…has given way to a more complex (and jumbled) web of Marke=ng Technology...
Email Marke=ng
Aggrega=on
CRM
Ads
ChaTng
SEO ChaTng
Data Lists
Collabora=ng
Landing Pages
Customer Surveys
Loyalty
Cloud
Referrals
Blogging
Loyalty Social Media
Analy=cs
ETC...
Adding in the provider names would make for a seemingly endless
number of Marke=ngTech configura=ons.
PR
Mobile Games
Webinars
Content Development
Automa=on
![Page 5: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/5.jpg)
…where RELEVANT Content delivery is front and center.
Reserved For Content
![Page 6: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/6.jpg)
The CMO…
…or CMT
That’s Chief Marke=ng Technologist, if you
have one.
![Page 7: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/7.jpg)
…or if you’re a small business owner…
YOU
![Page 8: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/8.jpg)
…is faced with the daun=ng task of 1. researching (sor=ng through many providers)
2. acquiring (nego=a=ng with many providers)
3. staffing for (avoiding the weak link) 4. deploying (geTng everything to work together)
5. and op=mizing this
… into some semblance of this…
Marke=ngTech Tool 1
Marke=ngTech Tool 2
Marke=ngTech Tool 3
Marke=ngTech Tool 4
Marke=ngTech Tool …
Content Circles are great for showing how harmonious things can
be, if only they were!
Email&Marke+ng&
Aggrega+on&
CRM&
Ads&
Cha5ng&
SEO&Cha5ng&
Data&Lists&
Collabora+ng&
Landing&Pages&
Customer&Surveys&
Loyalty&
Cloud&
Referrals&
Blogging&
Loyalty&Social&Media&
Analy+cs&
ETC...&
PR&
Mobile& Games&
Webinars&
Content&Development&
Automa+on&
![Page 9: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/9.jpg)
…to Deliver this…
PROSPECT
…to him.
CONTENT
![Page 10: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/10.jpg)
Overwhelming, isn’t it?
![Page 11: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/11.jpg)
OK, Let’s Start From The Beginning!
![Page 12: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/12.jpg)
The Main Goal of Crea=ng and Delivering Content,
by whatever means, … Old School
New School
Content
Marke=ngTech Tool 1
Marke=ngTech Tool 2
Marke=ngTech Tool 3
Marke=ngTech Tool 4
Marke=ngTech Tool …
![Page 13: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/13.jpg)
… is to engage a prospect in a MEANINGFUL DISCUSSION about your product/service offering, whether it’s…
There are other reasons to deliver content; building brand awareness, SEO, engagement, reduce acquisi=on
cost, …
On-‐line
In-‐Person
On the phone…
At an event
![Page 14: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/14.jpg)
…which hopefully leads to a
SALE!
…but none of that mahers unless you sell something! That’s why “driving
sales” is the top reason for developing content!
![Page 15: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/15.jpg)
But it seems these days with the abundance of Marke=ngTech to choose from, there is a lot of jumping through …
![Page 16: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/16.jpg)
Or burning through….
![Page 17: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/17.jpg)
…to see what works!
![Page 18: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/18.jpg)
SO WHAT’S NEXT?
![Page 19: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/19.jpg)
TRY
Dollars!
![Page 20: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/20.jpg)
This is where it gets a liIle wordy.
What?
![Page 21: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/21.jpg)
Every =me a prospect meets with a salesperson, the prospect could have done something else with their =me.
In Econ 101, that’s referred to as an
OPPORTUNITY COST.
![Page 22: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/22.jpg)
What’s the poten=al opportunity cost for a prospect?
Find out, ask them, research it.
Foregone mee=ng with a client. Lost sale.
Personal =me lost.
Less billable hours.
![Page 23: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/23.jpg)
THEN OFFSET IT, and BUY THEIR TIME!
What beher way to meet with a prospect than to Value Their Time!
![Page 24: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/24.jpg)
Don’t take it the wrong way!
Content has it’s place.
But the simple fact is in a compe==ve market, where everyone is inves=ng in, crea=ng and delivering quality Content,
Content is not hard to find.
![Page 25: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/25.jpg)
So how do $ make their way into today’s Marke=ngTech web?
$
$
$
$
$
![Page 26: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/26.jpg)
For a business with an established Marke=ngTech program, $ can be part of it.
Marke=ngTech Tool 1
$ Paid To A Prospect
Marke=ngTech Tool 3
Marke=ngTech Tool 4
Marke=ngTech Tool …
Content Prospect Engagement -‐ Mee=ng -‐ Call -‐ Webinar -‐ Conference ahendance -‐ Etc
![Page 27: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/27.jpg)
Prospect Engagement
Or $ can start it.
A streamlined way to prospect, where you know your
marke=ng spend. Simple, and effec=ve for a small business! The content delivered is your solu=on. Think about it!
CRM $ Paid To A
Prospect
![Page 28: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/28.jpg)
Or $ can redefine it!
Content
Prospect Engagement
Marke=ngTech Tool 1
Marke=ngTech Tool 2
Marke=ngTech Tool 3
Marke=ngTech Tool 4
Marke=ngTech Tool …
Hey! It’s no longer about prospec=ng for mee=ngs via
Content. It’s about Branding, Adver=sing,
Promo=ng…
Go Direct.
$ Paid To A
Prospect
![Page 29: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/29.jpg)
So it’s not a
match,
but a “What comes next one?”
$ Content vs.
![Page 30: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/30.jpg)
And given that $
-‐ can be directly valued (unlike Content) -‐ can dis=ntermediate the main purpose of Content
-‐ and is a lot easier to figure out…
What’s the “true cost of content”, and how does that translate into a Meaningful discussion with a prospect, and then into a sale? I bet you have to es=mate, or give
a range for this value.
If they had to choose, would a client take your content, or the $
you paid to develop and distribute the content? When it’s mee=ng =me, the truth is, they want to know about your solu=on, not a value add piece! Skip the content, and pay the
prospect. WIN – WIN!
No expensive web of Marke=ngTech to figure out, in hopes to making it
work. $ Work!!!!
![Page 31: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/31.jpg)
…we believe $ will find a seat close to Content, near the front row.
Reserved For Content $
![Page 32: Beyond Content Marketing](https://reader031.vdocuments.site/reader031/viewer/2022030116/589e0bed1a28ab67278b5e8d/html5/thumbnails/32.jpg)
* BuiiTime is a registered trademark of BuiiTime LLC
“The key is in not spending =me, but in inves=ng it." -‐ Stephen R. Covey
“Time is the coin of your life... Be careful lest you let other people spend it for you.” -‐ Carl Sandburg
"Time is really the only capital that any human being has, and the only thing he can’t afford to lose.” -‐ Thomas Edison
BuiiTime (Buy + Time) – Where =me really is $
A few of our favorite quotes
“Remember, =me is money.” -‐ Benjamin Franklin