up, down and sideways: going the distance with your content marketing
TRANSCRIPT
Up, Down and Sideways: Going the Distance
With Your Content Marketing
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Presented by Jeff Korhan, MBA June 4, 2015
©Jeff Korhan 2015 @jeffkorhan
http://bit.ly/1AD5xN1
©Jeff Korhan 2015 @jeffkorhan
“Artists and athletes go the distance because stopping just a little short is enough to compromise the result – winning versus losing”
©Jeff Korhan 2015 @jeffkorhan
“… using content to attract and engage a clearly defined audience, with the objective of driving profitable actions.”
Content Marketing
©Jeff Korhan 2015 @jeffkorhan
Know, Like and Trust
The Social Marketing Process™
©Jeff Korhan 2015 @jeffkorhan
Content Marketing Social Selling
① Know Your Customers
② Remove Buying Obstacles
③ Nurture Relationships
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What’s Next?
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① Know Your Customers
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The Trust Economy
1. Business is Now Personal
2. Markets are Collaborative
3. Communities are the New Markets
©Jeff Korhan 2015 @jeffkorhan
Content Marketing
1. Answers questions
2. Solves problems
3. Inspires The Social Marketing Process™
“Helping is the new selling”
©Jeff Korhan 2015 @jeffkorhan
Small Business Media
1. Paid Media – advertising
2. Earned Media -‐ e.g social media
3. Owned Media -‐ e.g, websites, blogs, newsletter,
podcasts, etc.
©Jeff Korhan 2015 @jeffkorhan
4 Pillars of Online Marketing Success™
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Photo Credit: http://bit.ly/1xaFkUj
©Jeff Korhan 2015 @jeffkorhan
4 Pillars of Online Marketing Success™
1. Modern Website
2. Intimate Newsletter
3. Consistent Blog
4. Active Social Media
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② Remove Buying Obstacles
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©Jeff Korhan 2015 @jeffkorhan
Micro-‐Business Brand
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bit.ly/1Ek49zP
©Jeff Korhan 2015 @jeffkorhan
Content Marketing
©Jeff Korhan 2015 @jeffkorhan
③ Nurture Relationships
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©Jeff Korhan 2015 @jeffkorhan
Content Marketing …gets and keeps the narrative on track.
“The right content, in the right place,
at the right time.”
“Adaptive Content”
©Jeff Korhan 2015 @jeffkorhan
Stories are how we make sense of the world.
Stories Sell
©Jeff Korhan 2015 @jeffkorhan
Newsletter Communities
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Repurposing or Self-‐Plagiarism?
©Jeff Korhan 2015 @jeffkorhan
Deep Practice
©Jeff Korhan 2015 @jeffkorhan
Up, Down and Sideways
n Podcast Interview Ideas -‐ down n Newsletters -‐ up n Blog articles -‐ sideways n Podcast Episodes -‐ sideways n Live Presentation – up
©Jeff Korhan 2015 @jeffkorhan
Further: Up, Down and Sideways
n Long-‐form article -‐ down n Online training course -‐ up n Live training course -‐ sideways n Podcast -‐ down and sideways n Book -‐ up
©Jeff Korhan 2015 @jeffkorhan
What is Free and Premium?
©Jeff Korhan 2015 @jeffkorhan
©Jeff Korhan 2015 @jeffkorhan
Sideways
©Jeff Korhan 2015 @jeffkorhan
Refine Your Content Development Process
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… to Make New Discoveries
“You don’t even know what the thing is yet … how big it can get, how far it can go.”
©Jeff Korhan 2015 @jeffkorhan
Up, Down and Sideways (December 2014)
©Jeff Korhan 2015 @jeffkorhan
Yesterday: May 5, 2015
©Jeff Korhan 2015 @jeffkorhan
Build and Refine Your Process
1. Content Mission Statement
2. Plan “atomization” sequence
3. Personally curate and share (trend)
4. Create and test original content
5. …Go the Distance!
©Jeff Korhan 2015 @jeffkorhan
Let’s Connect!
@jeiorhan
jeForhan.com/newsletter
linkedin.com/in/jeiorhan