content marketing - definition and best practices
TRANSCRIPT
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Gazalla Gaya10/16/12
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An umbrella term for all content that you create for your audience. Examples include: Blogs
Landing Pages
Newsletters
Whitepapers
EBooks
Podcasts
Videos
Webcasts/Webinars
Social Media
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Attract and retain customers
and turn them into brand
ambassadors
Build your site into a
trusted authority in your
industry
Keep your visitors coming
back and staying longer
Increase conversion rates
Lead generation
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1. Believability
2. Listen first
“ The new marketing isn’t about self-promotion; it’s about giving customers what they
need to become educated consumers. This is the age of information marketing. Education
marketing. Content marketing.”” Joe Pulizzi
3. Build trust
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Constantly talking about yourself not about the customers needs and wants
Making it difficult to understand what you do or offer
Poor quality, design/content. Neglected/website/blog etc.
Inconsistency in providing content.
Doing nothing – not engaging=no growth
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Know who your client is (persona) - Create a client persona
WIIFM ( Speak to their needs) Content Audit – Take a good
look at the content and messages you are sending out
Provide valuable info.
Good content shares or solves; it doesn’t hawk your wares or push sales-driven messages. It provides value by positioning you as a reliable and valuable resource.
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Answer your customers’
questions
Create a sense of community
Allow your content to have
wings
Set up a listening dashboard
(Google Reader, Google Alerts,
twitter.com, relevant blogs)
Measurement and metrics so
you know what’s working
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Provide many different types
of content
Be willing to try new things –
and pull the plug on anything
that’s not working.
Get on a schedule and stick
with it.
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Take care of your customers
– giveaways, featuring them
in case studies
If you make a mistake
apologize and move on – You
don’t own your brand – your
customers do
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Think of each post in your blog as part of a larger story
Don’t think so much about what YOU want to say but more about what your audience WANTS TO HEAR.
Create a community Encourage dialogue and
social shares Try to create shareable
content, content that multiplies
Spend time on other blogs in your niche
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Never spam Always get
permission (double opt-in)
Segment your lists and send only app material based on readers interest and previous buying behaviors
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Usually used only if you are a B2B business
Usually a very long report that’s downloadable
Always try to solve a pain in the market, give a solution to a problem your niche is facing
They require a lot of time and effort, so you can always have a lead capture for whitepapers
Always provide a printab,leformat, easily downloable in the form of a PDF
Esp good to convince lprospects to become customers
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Usually used as an
introductory guide to a
subject
Best if prepared in an easily
scannable format such as
bullet points and numbered
lists
Make liberal use of call-out
boxes on your site
Ideal for lead capture
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Joe Pulizzi - @juntajoe
Ann Handley - @MarketingProfs
Kristina Halvorson - @halvorson
Marcus Sheridan - @thesaleslion
Jon Morrow - @jonmorrow
Brian Clark - @copyblogger
Jay Baer - @jaybaer
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@Gazalla
http://webcontentblog.com
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SLIDE SOURCES
2 VIDEO: www.videoinforgraphs.com
3-4 IMAGE: Flickr image by eschipul
3-4 QUOTE: Joe Pulizzi
http://webcontentblog.com