Power Content – You Have It! Now Use It!Tuesday, June 14, 201611:30-12:30 PM

KiKi L’Italien, CEO and Founder, Amplified Growth @kikilitalien

Scott Oser, President, Scott Oser Associates @scottoser

How We Define Content Marketing

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Content Marketing Institute

#MMCConf @kikilitalien @scottoser

Contents Strategy vs Content Marketing

Why Strategy is Critical

• Feeding the content beast• More channels, more problems• Meeting your audience where they are• SEO impact• Providing value

Key Steps in Content Marketing

1. Goals2. Target Audience(s) and Buyer Personas3. Identifying and Implementing Content

Goals

• Meaningful, measurable, time-bound• Content inventory and process• Objectives and metrics

1. Background2. Demo3. Identifiers4. Goals5. Challenges

Buyer Personas

Take Action: Create Your Buyer Persona

• Background• Demo• Identifiers• Goals• Challenges

Types of Content & Types of Channels• Video

• Short form vs. Long form• DIY vs. Professional• GIFs• Livestreaming

• Audio• Podcasts• Webinars

• Infographic• Text

• Articles• Blog posts• Lead magnets• Email• Direct mail• E-newsletters• E-books• White papers

Goal: Content for Leads

Prospects

Interest

Awareness

• Landing pages

• Videos• Gamification

• Infographics• Checklists

Goal: Content for Prospects

Conversion

Evaluation

Intent

Consideration

• How-to guides/videos

• Social media engagement

• White papers• E-books• Informative webinars

• Customer reviews and testimonials

• Data sheets for comparison

• Service/Product demo videos

Content for Members: Relationship & RetentionRelationship• Blog posts• Newsletters• Social media engagement 

Retention• Special offers and coupons • Contests and giveaways• Recognition

Take Action: Content BINGO

Content Repurposing In Action

What’s Your Top Takeaway? Take Action!

Contact UsKiKi L’ItalienCEO & FounderAmplified Growth, LLCkiki@amplifiedgrowth.net 240-277-7286

Scott OserPresidentScott Oser Associatesscott@scottoserassociates.com 301-279-0468

Tools That Will Make You Believe in Magic

• Animaker• Showbox• Adobe Spark• Canva• Visualize.me• Easel.ly• Wirecast• SimilarWeb• Fiverr• 99Designs