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Content Marketing Presentation - BIA Kelsey Event 9.22.14

J
Jon Wuebben

The document discusses content marketing strategies for small and medium-sized businesses. It outlines Content Launch, a content marketing software for SMBs that allows users to plan, create, distribute, and measure content across various platforms. Content marketing is defined as creating valuable content to attract and engage customers with the goal of driving sales. The document then provides best practices for SMB content marketing, including developing relevant content in different formats and channels, using social media to build relationships, and measuring progress.

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SMBs & New Directions in Content Marketing Jon Wuebben CEO, Content Launch
Content Launch First content marketing software built for SMBs Plan, create, launch, promote and measure any type of content Editorial calendars, complete workflow tools, distribution to 20 integrated platforms Connect with industry influencers to amplify content 300 content writers Integrate with Hubspot and Act-on.
What is Content Marketing? Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
Other Key Points Through content marketing, you convert prospects into customers and customers into loyal, lifelong, repeat buyers. Utilizing the power of opt-in permission to deliver content, your goal is to become a valued resource for hundreds and thousands of people who, in time, will want to buy what you sell. You dont want to sell them once and never see them again. You want to make a frienda friend who enjoys buying from youfor life.
Content Marketing Exploding $30 billion spent on content every year Marketers spend 25% marketing budget on content marketing. (B2B Marketing Insider) 62% of companies today outsource their content marketing up 7% from last year (Mashable) Because 61% of consumers say they feel better about a company that delivers custom content, they are more likely to buy from that company. (Custom Content Council) Blogs give websites 434% more indexed pages & 97% more indexed links. (Content+) B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B) The average cost to generate a lead through inbound marketing ($143) is half the average for outbound marketing ($373). (G+)
Content Marketing Presentation - BIA Kelsey Event 9.22.14
Organizational Goals for B2B Content Marketing
Content Marketing Challenges
What Types of Content? Blog posts Website pages YouTube videos E-books Case studies Podcasts Webinars E-newsletters Digital magazines Press releases White papers Autoresponders E-mails
Content Questions What types of content do you need for your specific business, target market, and industry? How does content influence search engine rankings and sales conversion? How do search engines rank content and why? How do you develop, distribute, and leverage social media content to connect with your target market and grow market share? How can I use mobile content in this rapidly developing and promising marketing channel? What are the best strategies for automating content creation, distribution, and management?
The Content Lifecycle Content strategy & planning Content creation Content marketing/distribution Content management/curation
The Content Marketing Machine Three Pillars Content, design, and usability Considerations What types of content you produce How you put your content in front of your prospects/customers How you are supporting your content Three Channels Content that makes up your site and blog Content you use for lead generation (white papers, webinars) Off-site content. (tweets on Twitter, decks on 際際滷Share, status updates on Facebook, videos on YouTube Channel)
The Eight Prong Approach 1. Leverage your client testimonials or positive reviews 2. Use all the great rules of SEO to guarantee top placement in the search engines 3. Support your content building process by enticing prospects with a free trial service or small product sample 4. Guarantee your products and services 5. Monitor the competition 6. Actively pitch the media 7. Build partnerships with others in your industry 8. Get others to share your content socially
Analyzing Your Current Content 1. Take inventory of the content you currently have in place 2. Review the content for quality (writing/production) 3. Review it for search engine optimization 4. Analyze its social marketing potential 5. Rewrite or rework it to correct any mistakes 6. Brainstorm a list of additional content items you may need The Goal: Your content should be compelling to readers, visible to search engines, linkable to partners, shareable through social media, and transferable to mobile devices.
Ensure Content Impact Reciprocity. Provide valuable, exclusive content. Subscribers will pay you back at some point in the future. Commitment and consistency. Youll get commitment when they opt in. Youll develop consistency by staying true to your brand message. Then develop time-sensitive offers. Consensus. People trust opinions of friends and family over the things you are saying. Use reviews, case studies, and testimonials to get them to believeand buy. Affinity. If they like your company, theyll buy from your company. Use recommendations or endorsements from others who like your company. Authority. As an expert, you are a known authority, so leverage it. Show how others have benefited from your products and services. Scarcity. People dont want to miss out. So show them what they could miss if they dont get in on the offer. Create a sense of urgency to inspire action.
Content Publishing Schedule Daily content tasks Weekly content tasks Monthly content tasks Quarterly content tasks Yearly content tasks
Content Distribution Steps 1. Post it on your website with no strings attached. Its free and you require no personal information from prospects 2. Blog about it 3. E-mail your in-house database 4. Post it on your social media profiles 5. Publish a press release (pitch it to the media too) 6. Create an ad campaign using banner and text ads 7. Reach out to popular and respected bloggers in your industry and get them to blog about it 8. Mention it in your next monthly newsletter 9. Use it as a basis for a webinar or podcast episode 10. Produce a video about it
Eight Steps to Content Success 1. You learn who your customer is and where the pain points are. 2. You develop consistent, relevant content in multiple channels. 3. You let go of all control, and let your ideas spread. 4. People share your ideas and link to your content. 5. People find your content through social media and search engines. 6. Prospects and customers start relying on your expertisethe relationship begins. 7. You become the trusted solutions provider in your industry. 8. Your customers tell others about you.
Content Marketing Take Aways Make all of your content: Relevantyour content needs to be managed throughout its entire life cycle Optimized and sharablethe search engines and social networks are a key channel for your content Leverageablethe content needs to serve multiple roles and be used to inform other pieces of the content universe Profitablethe success of the content should be partially measured by its impact on your organizations bottom line
Content Marketing Best Practices Source content from everywhere within your company Align the pain points of your prospects with content cures Develop content that appeals to different types of decision makers Develop content for all three stages in the buying cycle Develop great content in all the different formats and channels Use social media to build, connect, and grow relationships Seek to educate your prospects with compelling content Measure your content marketing progress
Contact Me Jon Wuebben (909) 437-7015 mobile jon@contentlaunch.com Twitter: @jonwuebben

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Content Marketing Presentation - BIA Kelsey Event 9.22.14

  • 1. SMBs & New Directions in Content Marketing Jon Wuebben CEO, Content Launch
  • 2. Content Launch First content marketing software built for SMBs Plan, create, launch, promote and measure any type of content Editorial calendars, complete workflow tools, distribution to 20 integrated platforms Connect with industry influencers to amplify content 300 content writers Integrate with Hubspot and Act-on.
  • 3. What is Content Marketing? Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
  • 4. Other Key Points Through content marketing, you convert prospects into customers and customers into loyal, lifelong, repeat buyers. Utilizing the power of opt-in permission to deliver content, your goal is to become a valued resource for hundreds and thousands of people who, in time, will want to buy what you sell. You dont want to sell them once and never see them again. You want to make a frienda friend who enjoys buying from youfor life.
  • 5. Content Marketing Exploding $30 billion spent on content every year Marketers spend 25% marketing budget on content marketing. (B2B Marketing Insider) 62% of companies today outsource their content marketing up 7% from last year (Mashable) Because 61% of consumers say they feel better about a company that delivers custom content, they are more likely to buy from that company. (Custom Content Council) Blogs give websites 434% more indexed pages & 97% more indexed links. (Content+) B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. (Social Media B2B) The average cost to generate a lead through inbound marketing ($143) is half the average for outbound marketing ($373). (G+)
  • 7. Organizational Goals for B2B Content Marketing
  • 9. What Types of Content? Blog posts Website pages YouTube videos E-books Case studies Podcasts Webinars E-newsletters Digital magazines Press releases White papers Autoresponders E-mails
  • 10. Content Questions What types of content do you need for your specific business, target market, and industry? How does content influence search engine rankings and sales conversion? How do search engines rank content and why? How do you develop, distribute, and leverage social media content to connect with your target market and grow market share? How can I use mobile content in this rapidly developing and promising marketing channel? What are the best strategies for automating content creation, distribution, and management?
  • 11. The Content Lifecycle Content strategy & planning Content creation Content marketing/distribution Content management/curation
  • 12. The Content Marketing Machine Three Pillars Content, design, and usability Considerations What types of content you produce How you put your content in front of your prospects/customers How you are supporting your content Three Channels Content that makes up your site and blog Content you use for lead generation (white papers, webinars) Off-site content. (tweets on Twitter, decks on 際際滷Share, status updates on Facebook, videos on YouTube Channel)
  • 13. The Eight Prong Approach 1. Leverage your client testimonials or positive reviews 2. Use all the great rules of SEO to guarantee top placement in the search engines 3. Support your content building process by enticing prospects with a free trial service or small product sample 4. Guarantee your products and services 5. Monitor the competition 6. Actively pitch the media 7. Build partnerships with others in your industry 8. Get others to share your content socially
  • 14. Analyzing Your Current Content 1. Take inventory of the content you currently have in place 2. Review the content for quality (writing/production) 3. Review it for search engine optimization 4. Analyze its social marketing potential 5. Rewrite or rework it to correct any mistakes 6. Brainstorm a list of additional content items you may need The Goal: Your content should be compelling to readers, visible to search engines, linkable to partners, shareable through social media, and transferable to mobile devices.
  • 15. Ensure Content Impact Reciprocity. Provide valuable, exclusive content. Subscribers will pay you back at some point in the future. Commitment and consistency. Youll get commitment when they opt in. Youll develop consistency by staying true to your brand message. Then develop time-sensitive offers. Consensus. People trust opinions of friends and family over the things you are saying. Use reviews, case studies, and testimonials to get them to believeand buy. Affinity. If they like your company, theyll buy from your company. Use recommendations or endorsements from others who like your company. Authority. As an expert, you are a known authority, so leverage it. Show how others have benefited from your products and services. Scarcity. People dont want to miss out. So show them what they could miss if they dont get in on the offer. Create a sense of urgency to inspire action.
  • 16. Content Publishing Schedule Daily content tasks Weekly content tasks Monthly content tasks Quarterly content tasks Yearly content tasks
  • 17. Content Distribution Steps 1. Post it on your website with no strings attached. Its free and you require no personal information from prospects 2. Blog about it 3. E-mail your in-house database 4. Post it on your social media profiles 5. Publish a press release (pitch it to the media too) 6. Create an ad campaign using banner and text ads 7. Reach out to popular and respected bloggers in your industry and get them to blog about it 8. Mention it in your next monthly newsletter 9. Use it as a basis for a webinar or podcast episode 10. Produce a video about it
  • 18. Eight Steps to Content Success 1. You learn who your customer is and where the pain points are. 2. You develop consistent, relevant content in multiple channels. 3. You let go of all control, and let your ideas spread. 4. People share your ideas and link to your content. 5. People find your content through social media and search engines. 6. Prospects and customers start relying on your expertisethe relationship begins. 7. You become the trusted solutions provider in your industry. 8. Your customers tell others about you.
  • 19. Content Marketing Take Aways Make all of your content: Relevantyour content needs to be managed throughout its entire life cycle Optimized and sharablethe search engines and social networks are a key channel for your content Leverageablethe content needs to serve multiple roles and be used to inform other pieces of the content universe Profitablethe success of the content should be partially measured by its impact on your organizations bottom line
  • 20. Content Marketing Best Practices Source content from everywhere within your company Align the pain points of your prospects with content cures Develop content that appeals to different types of decision makers Develop content for all three stages in the buying cycle Develop great content in all the different formats and channels Use social media to build, connect, and grow relationships Seek to educate your prospects with compelling content Measure your content marketing progress
  • 21. Contact Me Jon Wuebben (909) 437-7015 mobile jon@contentlaunch.com Twitter: @jonwuebben