Getting Started in Content Marketing

Let’s give them something to talk about!

The following is a generic presentation we use as a starting point to teach clients the importance of content blogging. It’s a starting point. And really, that’s all you have to do - get started!

Courtney Meznarich, BCA Account Coordinator

“Content marketing is the new black.”- Jason Grill,

Huffington Post

• Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a target audience with the objective of driving profitable customer action. *Content Marketing Institute

• Simply put – give people something to talk about and engage with, and they’re more likely to find you, more likely to trust you, and more likely to hire/purchase from you.

Content MarketingIt’s not just a buzzword

• Here’s why:

• Drives Google rankings

• Shareable content drives website traffic

• Shareable content increases engagement on social channels (which also drives Google rankings)

• Illustrates your company’s personality and makes people want to work with/for you, and purchase from you

And why does this matter?

Content MarketingIt’s not just a buzzword

• You’re positioning your company as a thought-leader in the industry

• All of these benefits ultimately put your company in front of new clients two ways:

• by offering consistent valuable information and staying in front of your target audience,

• and by boosting your presence in search results so you’re clicked first. Once a visitor leaves your site to check out the competition, there will be no competition.

Increased visibility + increased traffic = $$$

Just as you give your social media followers a behind-the-scenes look into the personal side of your company, your content blog will offer a look

into your industry and thought process. Rather than share content that only drives traffic to competitor’s websites, you’ll be driving traffic to

YOUR website, and in turn, showcasing your own thought leadership.

You’re already an expert in your field, and that’s the key to producing great content!

Producing useful content is not as difficult as it sounds. People pay you for your ideas, services and products every day! Now, you’re putting them on paper … er, WordPress. Topics can include but aren’t limited to:

- A project you’ve just completed and specific successes/challenges - Office happenings- Industry news and trends- New products- Tips and tricks - Presentations (i.e. an explanation blurb + link to Slideshare)- Infographics (i.e. an explanation blurb + infographic)

The ScheduleThis template is based on one post per week, with a designated

employee assigned to posting duties and a designated employee assigned to proofing duties

• Monday morning – Toss ideas around the morning meeting/office and decide what will be covered.

• Tuesday afternoon – Content due for review. WordPress King/Queen-in-Charge will rework as necessary, then have an additional reviewer proof.

• Wednesday afternoon – WordPress King/Queen-in-Charge posts content to blog and pushes to social media at height of online consumption (check your Insights and analytics!). Then, your employees should share, too!

• Thursday & Friday – Repost as needed, and feel free to schedule Saturday/Sunday posts if you’re a B-to-C.

Things to keep in mind while writing:

• Keep posts between 200-400 words

• Never plagiarize – quotes and attribution are okay, but be sure to properly give credit where credit is due

• Get client or account manager permission when using specific project examples

• Put yourself in the reader’s shoes – what makes this content valuable to them? Always try to answer the question: “Why does this matter? Would I read this?” and include insight that only you could lend. Make it unique!

• Tie back to your business if it’s a broad industry story – how have you used this tip at work, or how can you?

• Do your best to include a photo, graphic or video

Some sources of inspiration if you’re in a rut:

• Other blogs

• Forums

• YouTube

• Social Media

• Surveys

• Magazines

• Newspapers

• TV

And finally …

If you ever find something that you think would make an interesting blog post or social media post, but it’s not your week to write or you

just don’t have the time, pass the idea along to someone else or make a note! The more content the better. Content is king. Or queen.