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Learn how to drive traffic to your website.- Understand what content marketing is and why it works- Learn to create your own content strategy- Create you own content calendar and learn how you can fill it for an entire year
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slideshare.net/RaniMonson @RaniMakingMkt
How To Create 365 Days of Traffic-Driving Content
slideshare.net/RaniMonson @RaniMakingMkt
slideshare.net/RaniMonson @RaniMakingMkt
Why Content Marketing Matters
Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers,
and customers into repeat buyers
slideshare.net/RaniMonson @RaniMakingMkt
Why Content Marketing Works
• Demonstrates your expertise• Provide a sense of who you are and how you
work – before they buy• Create trust and loyalty when you’re giving
something away for free– People buy from someone they trust
• Attract targeted prospects inline with content
slideshare.net/RaniMonson @RaniMakingMkt
Tips on Content Marketing
• Accuracy counts• Quality matters• Content can be lots of
things– Photos: Flickr, Instagram– Videos: YouTube– Infographics
slideshare.net/RaniMonson @RaniMakingMkt
slideshare.net/RaniMonson @RaniMakingMkt
Don’t Confuse Social Media Tools With Content
• Businesses rush to jump on social media
• Often don’t stop to think– What they want to say– Who they want to say it to– aka a Content Strategy
• Key is to remember social media is a vehicle - only– It drives traffic to your content– But your content needs to add
value
slideshare.net/RaniMonson @RaniMakingMkt
BUILDING YOUR CONTENT STRATEGY
slideshare.net/RaniMonson @RaniMakingMkt
Many Skip a Content Strategy
slideshare.net/RaniMonson @RaniMakingMkt
Content Strategy: Key Messages• Create 1-3 Key Messages – The will be repeated over and over and over again– Verbatim: not the time to be creative– This is how you build a brand– Basis of your content strategy
• Key Messages can answer:– Why business is unique / competitive advantage– Why you’re better than the competition– Why clients refer business to you
slideshare.net/RaniMonson @RaniMakingMkt
Source: SocialMediaToday
slideshare.net/RaniMonson @RaniMakingMkt
CREATING THE CONTENT
slideshare.net/RaniMonson @RaniMakingMkt
Content Calendar• Plan ahead to reinforce
your key messages• Block out rolling 13
months of what you know
• Holidays • Seasons• Industry events /
conferences• Your vacation
slideshare.net/RaniMonson @RaniMakingMkt
Evergreen Content
What is it?• It’s always relevant /
green• Plan: Ready ahead of
time• Have a list handy – plug
in as needed
Examples• FAQs• Case studies• Lessons learned• Recycle popular content• Guest writers• How-to guides• Q&A• Curate a list of content
from others• Historical industry info• Calendar of events
slideshare.net/RaniMonson @RaniMakingMkt
Augment With Timely ContentTypically safe:• Industry news • Emerging trends• Data / facts • Research reports
Be careful with:• Current events• Politics• Religion
Did you know today is
“Swim a Lap Day”?
slideshare.net/RaniMonson @RaniMakingMkt
Other Ideas• Content isn’t just words: Videos,
Photos, etc• Look to Pop culture: TV, Music,
Movies• Study other Media: Magazines,
Books, Talk Shows• Share an alternative view• Truth is stranger than fiction
slideshare.net/RaniMonson @RaniMakingMkt
Tips• Schedule a deadline for
yourself– Don’t procrastinate– Hardest part getting started
• Read your content to yourself – out loud
• Ask someone else to read it • Remember: It will get easier
slideshare.net/RaniMonson @RaniMakingMkt
If You’re Still Worried…
• It’s digital!– You can always fix
it later– Hit delete
slideshare.net/RaniMonson @RaniMakingMkt
Let’s Brainstorm Your ChallengesContent
Strategy:• Key Messages• Content
Calendar• Evergreen
Content• Timely Content