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This was a presentation I gave at the inagural Performance Marketing Inishgts conference that took place on March 12th & 13th, 2013 at the Crowne Plaza in New York City. Description: Content is a fundamental part of any marketing element. It's the mindset, culture and approach to delivering your customer's information needs across each stage of the buying process. Implementing a successful and engaging content strategy is paramount to today's marketing efforts. A content strategy that is successful across search and social channels, whilst increasing trust, authority, integrity and persuasion, is an opportunity that's often overlooked. This session is perfect if you're recycling existing resources to create reactive content, freshening up your ageing content strategy or approaching a new audience. You'll learn how to utilise new, existing and recycled resources to create content your business audience will want to devour at the earliest opportunity.
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Content in the Awareness Stage
Make it memorable, shareable & optimized * It has to stand-out* Allow & encourage sharing* Promote
Make it interesting, useable & dynamic• Tips• Tools• Tutorials• Free downloads• Include visuals
Content in the Consideration Stage
Be educationalUse your content to demonstrate how it solves that problem
- Product demos- In-depth tutorials- Entertaining FAQs- Buying guides
Leverage (and build) relationships- Testimonials & reviews- Case studies (tell a story)- Analysis reports
Content in the Consideration Stage
Calls to Action- Get your free trial!- Watch a demo video- Call us for more info- Micro-conversions (RSS, follow, email signups)
Humanize your brand while being helpful; make a connection.
Get visitors involved in the consideration
stage
http://www.blueglass.com/blog/how-to-write-content-that-converts/
Content in the Purchase Stage
Focus on The WhyInspire your audience to buy
- Share; don’t push- Elicit emotion- Be passionate
Tell them what they’ll getShow results; demonstrate true value with your content
- ROI calculators - Descriptive case studies- Pricing information- Detailed tutorials
Content in the Purchase Stage
Calls to Action- Get started today- Claim your special offer- Reserve your spot- Join us- Make a difference now
http://www.blueglass.com/blog/enchanting-blog-creation/
Content in the Retain & Upsell Phase
How do you get them coming back?- Don’t stop offering value- Find different ways to reach them
(i.e. newsletters, interactive quizzes & polls, direct-mail pieces, events, etc.) - Keep it fresh and exciting- Remind them of all benefits
Don’t stop sharing- A social strategy can be a powerful thing- So can a phone call- Or a personalized email
http://www.mediabistro.com/alltwitter/online-time_b22186
http://blog.kissmetrics.com/best-businesses-teach/
More about what KISS does -> http://www.blueglass.com/blog/successful-content-marketing/
http://theoatmeal.com/comics/making_things
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
http://www.lanechangeconsulting.com/portfolio-item/47/
• http://contentmarketinginstitute.com/measuring-success/
• http://www.convinceandconvert.com/content-marketing-2/a-field-guide-to-the-4-types-of-content-marketing-metrics/
• http://searchenginewatch.com/article/2202915/Top-5-Micro-Conversions-You-Should-Measure
http://www.copyblogger.com/content-marketing/
Inklewriterhttp://www.inklestudios.com/inklewriter
http://www.blueglass.com/blog/content-creation-toolbox/
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