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JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 1
Content
MarketingConnecting with customers
on their terms
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 2
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 3
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 4
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 5
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 6
BUY MYPRODUCT!
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 7
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 8
Interruption, Push or Outbound Marketing
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 9
Conduct online research before they go to a store to buy something
81%
2014 State of B2B Procurement study from the Acquity Group
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 10
Conduct online research before a B2B Transaction
94%
2014 State of B2B Procurement study from the Acquity Group
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 11
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 12
NOT Authentic
NOT Specific
NOT Customized
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 13
One Size
NOTDoes
Fit All
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 14
MarketingContent
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 15
MarketingContentCreate valuable and relevant content for your
customer to discover, that will educate them and help them decide to buy your product or service.
Sometimes over and over again.
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 16
MarketingContentCreate valuable and relevant content for your
customer to discover, that will educate them and help them decide to buy your product or service.
Sometimes over and over again.
valuable and relevant
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 17
MarketingContentvaluable and relevant
To your customer, NOT you
Time & Place:Give them the right information
at the right time
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 18
MarketingContentCreate valuable and relevant content for your
customer to discover, that will educate them and help them decide to buy your product or service.
Sometimes over and over again.
content
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 19
MarketingContentcontent
MemesVideosCompar
isons
How Tos
Case StudiesPodcas
ts
Whitepapers
Presentations
Testimonials
Blogs
Webinars
Infographics
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 20
MarketingContentCreate valuable and relevant content for your
customer to discover, that will educate them and help them decide to buy your product or service.
Sometimes over and over again.
discover
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 21
MarketingContent
discover
Customers are “in-bound’
Pulling your customers to you
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 22
MarketingContentCreate valuable and relevant content for your
customer to discover, that will educate them and help them decide to buy your product or service.
Sometimes over and over again.
educate
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 23
MarketingContent
educateMake your customers
smarter
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 24
MarketingContentCreate valuable and relevant content for your
customer to discover, that will educate them and help them decide to buy your product or service.
Sometimes over and over again. decide
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 25
MarketingContent
decide
Help customers through the
decision making cycle
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 26
MarketingContentCreate valuable and relevant content for your
customer to discover, that will educate them and help them decide to buy your product or service.
Sometimes over and over again. over and over again
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 27
MarketingContent
over and over again
Buildingbrand loyalty
for the long haul
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 28
Marketing
The
Roots Of Content
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 29
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 30
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 31
Where To
Start? With
PROBLEMThe
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 32
Con
tentCustomersWant
ContentBusinesses
CreateMarketingContent
2013, Sirius Decisions
of marketing content goes
unused
60-70%
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 33
Customers’ Decision Making Journey
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 34
Customers’ Decision Making Journey
• Step-by-step guide • How to choose a realtor blog• Mini-dictionary of any confusing real estate terms• Mortgage calculator • Infographic showing all the steps • Map of school districts – colored-coded by rankings
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 35
Customers’ Decision Making Journey
• A series of blog posts about small space hacks – how to make the most out of any space you have
• Videos about to make multipurpose rooms – like office/guest room
• A long form article about condo associations do
• A list of questions to ask the association before you decide to buy
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 36
Customers’ Decision Making Journey
• Pros and cons graphic about buying fixer uppers• Videos and photos that show before and after for inspiration• Checklist for things to look for during inspections• And long form articles that tackle the some of toughest
concerns for people doing renovations – like lead-based paint or asbestos
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 37
WHYWHAT
WHEN
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 38
HOWTo Create
Good Content
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 39
3 Rules For
MakingGood Content
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
140
VisualMake It
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 41
10%
80%
CMO Council
20%
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 42
Xerox 2014
More likely to read content with color
80%People are
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 43
is worthA MILLION
a video
Dr. James mc Quivey
1.8 millionwords
One minute of video is equal to
A PICTURE IS WORTHa thousand words
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 44
Invisia 2016
Say videos help in the decision process
90% of users
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
245
FoundGet
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 46
SEO SearchEngineOptimization
The way search engines work
Keywords
Results based on keywords
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 47
Where To Put Your Keywords
In your description</>
In your text
In your file name
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
348
ActionCallTo
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m
DO SOMETHING!
49
Psychologist Jerome Bruner
Click HereTell Us What You ThinkSign Up
Register Today
Buy Now
Share
Join us
Learn More
Donate
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 50
Other Action Items
Use A Landing Page
Capture Information
Track Performance
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 51
WhereDo I Put
MY Content?
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 52
Finding Content A Home
Your Website
Social Media
Other Sites & Social
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 53
QUESTIONS?
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 54
EXAMPLES
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 55
How Does
Do Street View?
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 56
Learn Something New Everyday
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 57
Building a Community Of Drivers
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 58
JAX Presented by JaxMarcomm w w w . J a x M a r c o m m . c o m 59