how to reach new customers using content marketing

HOW TO REACH NEW CUSTOMERS USING...

CONTENT MARKETING

Image: flickr/Reach Out/stuardpilbrow

What you will learn

What is content marketing

How will content marketing benefit my business

What is a content marketing strategy

How to create a content marketing strategy

What is successful content

How to create successful content

Image: deviantart/Crumpled white paper texture/melemel

ATTENDEE QUESTIONS

1. How do I link my website blog to social networks and use it effectively?

2. Does copying content from another website affect my Google ranking?

3. Can I update website content myself or do I always have to use a web developer?

4. Is it better to embed YouTube videos on my website or should I simply have a link?

Image: www.assistmybusiness.netwp-contentuploads201010question-mark

What is content marketing?1.

Educational, informative content

to attract attention

and build a solid

reputation with potential customers

A.

WHAT IS CONTENT MARKETING?

Image: flickr/welcomebackstevejobsillustration/photogiddy

E.G. 5 ways to travel like a local

Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/

What is content marketing?

Great content

and quality information to

market a product or service

B.

Image: www.sellsellblog.blogspot.com


Use of valuable content

to generate revenue for

your business

C.

Image: flickr/AUD100

LESSON: Know your customers and help them think differently about how and when they use your product. In Kraft’s case, this translates to making life easier by suggesting

new dishes that can be made easily.

D. All of the above


A. Educational, informative content to attract attention and build a solid reputation with potential customers

B. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your business


It is not just text

Lastly,



Photos Videos Audio


Photos

2. How will content marketing benefit

my business?

SEARCH ENGINE OPTIMIZATION

BRINGS REPEAT VISITORS

ATTRACTS LINKS NATURALLY

ESTABLISHES RELATIONSHIP

Image: sxchu/photo--1065245

HELPS CONVERT VISITORS

$

$ $

$

Which Test

Won?

A

B

“Last minute discounts”

Source: www.whichtestwon.com

Winner

B“While you may influence more people to take an action on your test page, you want

to be sure it doesn’t hurt your ultimate ability to get the final conversion step.”

Version B, without the additional bottom button, got a 28.7% lift in paid hotel bookings.

Source: www.whichtestwon.com

Everything in

marketing is a

TEST Image: Flickr/Beaker!/hyku

GIVES YOU AUTHORITY

Image: www/sxc.hu/Police Officer/ julosstock

EXPAND TO A VARIETY OF NICHES

Image: flickr/ cupcakes are fun to make/ OrangeCounty_Girl

SPREAD IT FAR AND WIDE

Image: flickr/socialnetworkmap/butchlebo

What is a content marketing strategy?3.

How do you attract people in all 6 stages?

Tempt Me

Give it to me straight

Make it quick and easy

Excite Me

Hold me close

Knock me off my feet

Image: sparksheet-six-stages-of-travel

Where’s that content

marketing strategy again?

Image: sxchu/photo--234819

ASK THE TOP 6

Who What When

Where How Why

The web life

of an article

Are you ready to utilise all of the

facilities available to maximise your

content?

Image: www.elliance.com/The-Life-of-an-Article-on-the-Web

How to create a content marketing

strategy4.

WHO

will be creating the contentImage: flickr/write/designsquid

is your target market

WHO

Image: flickr/targets/archeon

WHO

will people contact if they are interested in what you have to say

Image: flickr/SCRTD – Customer Relations Open House RTD_1802_03/metrolibraryarchive

WHAT

topics will you be speaking about

Regional Events

Seasonal conditions Guest testimonials

Recent animal sightings

Wedding facilities

New regional facilitiesUpcoming special occasions

Things to do

Recent Renovations

WHAT

are your overall aims?Image: flickr/sweet dunk/ joshme17

WHEN

will you be creating contentImage: flickr/what’s on my desk/valerierenne

WHEN

will you be publishing contentImage: flickr/empty head/koalazymonkey

WHERE

will you be publishing your content

WHY

are you writing about each topicImage: flickr/writing/jjpacres

WHY

is your target market going to read your content

Image: Flickr/ story time with uncle derek/ meemal

Direct Contact

• Business Newsletters

• Regional Newsletters

• Local newspaper• Email Subscriptions• RSS Feeds

Social Media

• Facebook• Twitter• YouTube• LinkedIn• Flickr

Social Bookmarking

• Digg• StumbleUpon• Delicious• Reddit• Technorati

HOW

are you going to share your content with others

HOW

are you going to plan for the long term

Schedule

Writers, editors and publishers

Topic ideas

HOW

are you going to publish contentImage: http://phillihp.com/2011/05/25/vs-joomla-drupal-wordpress-pick-one/

ATTENDEE QUESTION

Can I update website content myself or do I always have to use a web developer?


5.What is

successful content?

Winning!The structure of the content

Well written with images, keywords, links, references, SEO attributes and F-pattern. Is shared across multiple platforms and bookmarked naturally.

The impact of the content

Achieves the goals and desired outcomes that were outlined in your Content Marketing Strategy.

Success is...

Don’t judge a book by it’s

cover?

I’ll give you 1/20 of a second!

but, I'm busy!

Image: Flickr/Hardcover book gutter and pages/Horia Varlan

GREAT CONTENT

Provides credibility

Is actionable

Begs to be SharedIs shared

Achieves desired outcomes

How to create successful

content6.

Web Copy That Sells!http://www.mindmeister.com/40440405?title=web-copy-that-sells

Free Mindmap & EBook

http://www.mindmeister.com/40440405?title=web-copy-that-sells

Create a ‘voice’ for your company

WHAT IS YOUR STORY?

Words tell Emotions sell

Image: flickr/sequoia smiling at his mom/sean dreilinger

Swapping words with emotions

Extract from Maria Veloso's "Web Copy That Sells"

Brainstorm content ideas for your website

LET IT RAIN

Image: flickr/dearmiami

LET IT RAIN IDEAS

Your Products and Services

New products or services.

New or updated website

Changes in pricing or special offers/discounts

New releases of your products

Your Customers

Testimonials

Industry awards

Recommendations

Shared experiences

News and current topics.

Current related news

Local events

Predict where you think your market is going

Link to something controversial or oppose a common belief

LET IT RAIN IDEAS

Your Staff

New staff joining

Awards won by employees.

New training programs

Retirements

Marketing

Any exhibitions or trade shows

Staff Picks

Publish a white paperPerform a survey

Your Business or Office

An interview or meeting with a celebrity

Move or expansion

Certification or awards of your business

Industry associations you may have joined

Speaking engagements

Community Activities

Community sponsorship or activities

Charities you may support

Fund raising days

Any of your staff performing something charitable

GROUP EXERCISE

Lets take 5 minutes to come up with 10 topics that you feel would be suitable for your web content within your industry.

Image: flickr/dearmiami

WHO SHOULD WRITE THE CONTENT?

I will write it myself!

I will hire a professional!

Image: okaygeek.com/ Storage/Apple Mac

ARTICLEWRITERS.COM.AU

• Beginning

• Middle

• End

STRUCTURE YOUR CONTENT

Image: flickr/broxtronix

Maximise your content for conver$ions

1. Headline

2. Offer or call to action

3. First paragraph

4. Benefits

5. Images

6. Look & Feel

6 tips

F-PATTERN

Use bulleted lists to summarize content• Point one• Point two• Point three

1.

5 WAYS TO MAKE IT EASY TO READ


Highlight selected keywords to help scannersmove through your web copy

• Bold• Italic• Underlining

2.



Write meaningful subheads(as opposed to amusing or clever ones)

3.



Present one idea per paragraph4.



Use the inverted pyramid style of writingPresent key points and conclusions first, followed by less important informationand background material

5.



CHOOSE YOUR VOICE

“Conversational style is recommended”

BE CONSISTENT

Which Homepage Generated More Revenue

Search by Location vs. Sales & Benefits Copy?whichtestwon.com

BA

http://whichtestwon.com/

A

Version A, with a search by location map

Generated 27.9% higher revenues.

whichtestwon.com


WRITING FOR SEO

KEYWORDS, KEYWORDS, KEYWORDS

Aim for 400 – 1000 words

SIZE MATTERS

Image: starbucks.com

COMPRESS IMAGES, USE ALT TAG

<img src=“gold-coast-accommodation.jpg” alt=“Gold Coast Accommodation” />

Image: flickr/Gold Coast/ RabunWarna

LINK TO OTHER ARTICLES

http://www.websitename.com.au/blog/content/article/post.html

Bonus Point: Link out to authoritative sites

INBOUND WRITER

ATTRIBUTE IMAGES

Does copying content from another website affect my Google ranking?

ATTENDEE QUESTION


Google Panda fights against content robbers (copy-and-paste) and spammers

You can lose up to 75% of your site traffic

WRITING FOR SEO

http://afterpanda.com/content/smx-advanced-seattle-panda-notes-and-panda-22-prediction

http://afterpanda.com/content/smx-advanced-seattle-panda-notes-and-panda-22-prediction

PUBLISH YOUR CONTENT

Image: lolpie.com/push-it-real-good

FACEBOOK

Which Facebook Ad Got a Huge Lift in Click Through Rate?

whichtestwon.com

A B(Different Headlines & Copy)


whichtestwon.com

B

Version B lifted the click through rate by 2,666%

Active headline

Clear benefits

Call to action

Version A’s copy defined what the program is, not what the program does.


TWITTER

YOUTUBE

Is this your Grandad

His 11 yr old grandson made him this video

Lets take a look at how to use this gold nugget

“activities for seniors” – 590 Aus searches /monthBlog

Online Press Release

Twitter

Seniors sites - Guest post

Social bookmarking

“Is it better to embed YouTube videos on my website or should I simply have a link?”

ATTENDEE QUESTION


Client Hidden

ClientKeywordsHidden

Measuring Success

1. Understand What You’re Measuring

How many are you getting now and from what sources

Source: http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/

Know your baseline and set a goal - Increase bookings?

2. Use Proxies to Measure Initial Success

• Facebook likes• Retweets• LinkedIn and other shares• Reblogs• Links back• Comments• Time spent on page• Average page views per visitor (especially if you’re effective at

internal linking of your posts)• Followers• @mentions


E.G. Proxies for measuring a blog’s ROI

3. Measure Both Primary and Secondary Conversion Indicators

• New enquiries or bookings this months vs. last month


Primary Indicators

Secondary Indicators

•Quality of leads•Retention period•Lifetime value per lead•Length of sales cycle•Number of new customers referred by lead

Don’t take your word for it!

Get independent feedback

What does this mean?

Where are the directions!

UserTesting.com -

$29

Questions?

Image: flickr/A wild question/[f]oxymoron

MyWebSchool.com for help and tips

1 2

3

Connect with me!

http://www.facebook.com/untanglemyweb

twitter.com/untanglemyweb

au.linkedin.com/in/adamwallaceImage: Flickr/Thank You/ eunmind

how to reach new customers using content marketing

Technology