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Get your free Textbroker Account: http://www2.textbroker.com/home Content marketing is a practice that has picked up steam over the past couple years. So what is it? With digital information now accessible nearly everywhere, consumers are more informed than ever before. The onus is now on businesses to provide quality content to gain their potential customers trust. Businesses that have adopted content marketing are creating educational, entertaining, and valuable content. This helps to enhance their brand, and drive interest from potential and current customers. This basic-to-intermediate webinar will teach attendees: Why content marketing is a vital part to online marketing strategy What content resonates best with customers and prospects How to measure content marketing success How to maintain a content calendar Other benefits of content marketing, including SEO and social media
Citation preview
Jennifer Beaupre / Content Marketing 101
Providing Quality Content to Earn Customers’ Trust
CONTENT MARKETING 101
June 18, 2014 | 10am PDTtextbroker.com
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Jennifer Beaupre / Content Marketing 101
VP of Global MarketingJennifer Beaupre
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Jennifer Beaupre / Content Marketing 101PAGE 3
AGENDA Why content marketing is a vital part to online marketing strategy What content resonates best with customers and prospects How to measure content marketing success How to maintain a content calendar Other benefits of content marketing, including SEO and social media How Textbroker helps companies excel with content marketing
Jennifer Beaupre / Content Marketing 101
INTRODUCTION
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What is content marketing?
Content marketing’s purpose is to attract and retain customers by consistently
creating and curating relevant and valuable content with the intention of changing or
enhancing consumer behavior.
Brands are now publishers. They must provide quality content to gain their potential customers’ trust.
Jennifer Beaupre / Content Marketing 101PAGE 6
Why content marketing? Traditional advertising and marketing has become less effective in recent years Web users like to be informed when making purchases Vital to search engine optimizationEntertaining, helpful, and informative Lead capturing => sales
Jennifer Beaupre / Content Marketing 101PAGE 7
WHY CONTENT MARKETING?B2B companies invest 30% of marketing budget into content marketing*textbroker.
Why? Lead generation Increased reach and recognition Image development Customer development Benefits searchability
Jennifer Beaupre / Content Marketing 101PAGE 8
WHERE DOES CONTENT LIVE? Social media sites Video hosting – YouTube, Vimeo Company website Blogs Presentations
Clear, consistent messaging across all platforms is essential. You never know where your potential customers will find you first.
Jennifer Beaupre / Content Marketing 101
WHAT CONTENT DO YOUR CUSTOMERS WANT?
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Presenter’s Name / Presentation Title
Creating a content marketing strategy
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Content is a tricky strategy, because we can't always predict what will be well received.
Jennifer Beaupre / Content Marketing 101PAGE 11
A content marketing company or an energy drink company?
CASE STUDY: RED BULL GIVES YOU WINGS
Jennifer Beaupre / Content Marketing 101PAGE 12
BUYER FUNNEL
Education
Qualification
Purchase
Jennifer Beaupre / Content Marketing 101PAGE 13
CONTENT FUNNEL
Education – Brand Awareness
Qualification – Case Studies
Purchase – Product Info
80%
15%
5%
Jennifer Beaupre / Content Marketing 101PAGE 14
Buyer Persona + Lead Stage = Focused Content
RELEVANT CONTENT
Educational: Website content, blogs, social media Qualification: Case studies, ROI, use scenario Purchase: Datasheet, tutorials
Jennifer Beaupre / Content Marketing 101
MEASURING CONTENT MARKETING SUCCESS
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How did a user find you?
GOAL TRACKING
Analytics allow you to track a user’s entrance and referral point. Set up
conversion goals to determine the source of each sale. Measure the value of sales versus
the cost of content marketing.
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How many shares is your content getting?
SOCIAL SIGNALS
Keep track of the number of shares, views, and impressions each piece of your content
receives. Social media platforms provide analytics. Make sure your content is easily
sharable from your website!
Jennifer Beaupre / Content Marketing 101
HOW TO MAINTAIN A CONTENT CALENDAR
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Internal content audit
DETERMINE WHAT YOU HAVE
Review all of your collateral and determine which buyer personas and which stage of
the buying process it applies to.
Jennifer Beaupre / Content Marketing 101PAGE 20
Post-audit brainstorming
DETERMINE WHAT YOU NEED
After you have an understanding of where your collateral falls into the
content funnel, map out what content you need to create.
Jennifer Beaupre / Content Marketing 101PAGE 21
Blogs, Articles, White Papers
CREATE AN EDITORIAL CALENDAR
Determine who is best suited to write your content. Sometimes internal sources are
best, while other times external sources are best. Stick to a calendar, and you’ll be a
publisher in no time!
Thank you!QUESTIONS?
Jennifer BeaupreVP of Global Marketing
PAGE 22 Jennifer Beaupre / Content Marketing 101