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How do you explain content marketing
without getting frustrated?
In Content Marketing,the Content IS the Ad(Not to be confused with the content of your ad)
Which one are you more likely to trust?
AdContent
Editorial Content
Types of Content
Text (e.g., blogs)
Photos
Videos
Audio (e.g., podcasts)
Infographics
Stop Thinking Like an
Advertiser
Start Thinking Like a
Publisher(But with a Goal)
Publishers Ask:
What gets someone’s attention?
(Someone = Your Ideal Customer)
Batman: The Dark Knight Rises
Content Marketing Disguised as a Crime Scene
“Investigation”
AudioDeciphered Sound Clip
Twitter#thefirerises @thefirerises
WebsiteIbelieveinharveydent.com
Growing Your Audience: Two Steps
ContentPromotion
ContentCreation
We’ll share what she’s creating!
Step 1 Step 2 Step 3
IdeasProductService
?Profit
Followers
Guest blogging is not a strategy.
Neither are infographics.
Nor is “Let’s make a viral video!”
These are tactics.
Content Strategy
Specific Goals
Tactics
Content Strategy: Business Objectives
Increase Brand AwarenessExpand Customer SupportPersonal BrandingIncrease RevenueSell More of Product XMore Leads
Increase Unique VisitorsIncrease PageviewsImprove Customer RetentionBoost SEOCommunity ManagementHigher Conversion Rate
Specific Goals: What actions do you want your audience to take?
Newsletter Sign-up Set up an Appointment
Free Trial
Register for a ClassTry Your Recipe
Provide an Estimate
Demo Sign-up
From Third-party Forum to a Website Visit
From a Blog Post to a Video View
Content that people
care about.
What content will resonate the most with your audience?
Photo: StockPhotoStudio.com
PersonasDemographics + Psychographics of Your Target Market
Fictional Characters that Represent Ideal Customers
DemographicsAgeGenderLocationJobEducation LevelExperience LevelMarital StatusHealth Status
PsychographicsNeedsWantsPersonal InterestsBusiness InterestsBuying BehaviourProduct Research HabitsLifestyle ChoicesDigital Device Usage Frequency
+
Samuel Jackson:Confident Tough Guy
AvengersCaptain AmericaStar Wars (Episodes 1-3)Pulp FictionDie Hard 3Snakes on a PlaneThe Long Kiss GoodnightThe NegotiatorDeep Blue SeaJackie BrownA Time to Kill
Typecast!
BrainstormKeywords & Ideas
Tools
Mindmeister.com (PC)
MindNode.com (Mac)
Gliffy
OmniGraffleContent
Marketing
Guest Posts
Trendy Idea
Trends
More
Cool Idea Best
Idea
Ok Idea
Audio
Video
Use Mind Mapping Tools for Brainstorming
Persona Mind Map
Business InterestsA doctor starting a practice has more potential than one who is close to retirement.
Business Type
Keyword (Services) & Ideas Mind Map
Connect Keywords/Ideas to Personas
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Starting a Practice
Plastic Surgeon
Mobile / Responsive Website
Result
ContentCreate content about the importance of mobile websites/responsive design for plastic surgeons.
Possible TacticsPublish an article in a plastic surgery magazine.
Offer a short ebook as incentive to sign-up for your newsletter.
Create an infographic showing how prospects are using mobile devices more than before.
Video interview a plastic surgeon who has had success with responsive design.
AnticipateConsumer Needs
(i.e., Search Intent)
90%Discount!
Missed an opportunity?You Didn’t Anticipate Consumer
Needs
vs.
Lauren LukeSales: eBayMarketing Budget: $0Videos: HomemadeVoice: HumanYouTube Followers: 559,000
SephoraSales: Retail & OnlineMarketing Budget: $20 MillionVideos: ProfessionalVoice: CorporateYouTube Followers: 215,000
Ask Customer Service(or Whoever Answers the Phone)Use a SpreadsheetSoftwareSaaS
Ask Prospective ClientsGoogle Consumer Surveys
Get Info DirectlyFrom Your Audience
Ask Current ClientsSurvey Monkey
Data Research
Get Demographic InfoGoogle Public Data Explorer
Google Display Planner (AdWords)
Google Analytics
Data & Stats Search EnginesZanran
Data360
GetTheData
Consumer BehaviourConsumer Barometer (by Google)
Break Down SilosAsk Other Departments
Content marketing works because people really want to…
(a) Hire you.
(b) Be sold to.
(c) Marvel at a product’s features.
Content marketing works because people really want to…
(a) Hire you.
(b) Be sold to.
(c) Marvel at a product’s features.
(d) Solve their problems.
How do you get a deal on Dragon’s Den?
Solve a Problem
While Somebody Out There Really Wants to Know…
This is not content.It’s crap.
Every Time You Publish Crappy Content, A Puppy Dies
Prove That Your Content is:
UsefulEducationalEntertainingWorth Consuming
Do You PracticeSmart Content Marketing?
The Social Secret Behind…
Crowdsourcing
This is your target audience.If you want your content to resonate with them,
just ask them what they want!
Crowdsource Suggestions
Google SuggestTool: ubersuggest.org
Mine CommentsCheck Quora (Q&A) ReviewsRead, Watch & Listen
Follow Twitter Hashtags Especially: Events, Twitter Chats & Trends
Crowdsource by LurkingImmerse Yourself in Your Audience
Subscribe to NewslettersBlogs & Online Magazines
LinkedIn Groups
Duplicate Content is Evil.Don’t Go There.
Instead of Duplicating Content,Repurpose it!
Give Conference Talk Write Blog PostPost Slides
Write BookPublish Video
Guest Post
Create Infographic
Test Page Layouts
Plugin to ConsiderCrazyegg Heatmap Tracking
Content Discovery PluginsOutbrainZemanta (Editorial Assistant)TaboolaEngageYa (Cross Promotion)nRelateEasy Tynt
Spread Your ContentAttract People From Other Sites
Other Articles From Blogger’s Own Website
Related Article
from Your Website
Click to TweetContent Sharing
Customize Messages With Pre-made Tweets
Plugins to ConsiderClickToTweet.com
Share to Unlock
Plugins to ConsiderOnePress Social LockerWP Share to Unlock
It’s not about being everywhere.
It’s about being in right place for your strategy.
Adapt& Customize
#2Search Engine
Consider DifferentVideo Platforms
Kogi Korean BBQ
Official Book Website: www.smartcontentworks.com
Content Marketing Ideas
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