Presentation on Content Marketing with an emphasis on Business Blogging prepared for a Digital Marketing class at Sinclair College in Dayton Ohio. MJ Leman, is the Adjunct Professor who invited Tom Williams to speak.
- 1.Blogs & content marketingtom Williamspresident &
founderInnoGage, llc
Content creation & optimization
MRK 297.50 Spring 2011 | Instructor:MJ Leman
April 25, 2011
2. Who is Tom?
MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to
Online Marketing
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An entrepreneur
A marketer
An MBA
A husband
An ex-VP
A Father
A CPA
A rule breaker
3. Forms of Digital Marketing
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Online Marketing
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Websites
SEM: PPC
SEM: Organic
Blogging
Twitter
Facebook
LinkedIn
Video (YouTube, Vimeo)
Mobile Apps
Webinars
Whitepapers
Email marketing
What do all these things need to survive?
4. Content & Content marketing
MJ Leman | MRK 297.50 Spring 2011 | Lesson 1 - Introduction to
Online Marketing
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Web 1.0
Push your content
Websites & Search
Web 2.0
Create compelling content
Converse with people
Social Media & Search
Web 3.0
5. Why Content Marketing?
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Online Marketing
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Were tired of the same old crap
Consumers want something valuable for them
Builds loyalty
Creates top-of-mind recall
Establishes dominance
Creates trust
B2C vsB2B (hint: B2B needs content marketing!)
People buy from People!
6. Channels where do these belong?
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Online Marketing
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7. Outpost 8. ExtensionYouTube
Websites
Email marketing
Blogging
LinkedIn
Facebook
Mobile Apps
Webinars
Twitter
WhitePapers
9. Content Channels
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Online Marketing
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10. Key Points
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Online Marketing
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Content belongs in the Home Base
SEO / SEM
Conversion
Supplement Home Base with Extensions
Use Outposts strategically
11. Home Base
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Online Marketing
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Website, Blog, Mobile App
You own it: no one can take it away
Conversions happen on the Home Base
You control the content, the tech and the UX
Dont live in the outposts because
12. You dont control the outposts!
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Online Marketing
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13. Outposts
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Online Marketing
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Facebook, Twitter, LinkedIn, Quora, YouTube
Owned by other companies
Usually free (or Freemium)
Conversational, Research, Engaging
Needs to point back to the Home Base
14. Extensions
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Online Marketing
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Whitepapers, Webinars, Email marketing
Extend the power of the Home Base
Use them as informational leverage
Can repurpose content in / out
15. Blogging
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Online Marketing
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I love blogging because
Its a Home Base
SEO magnet
Plays with Twitter, Facebook, LinkedIn, YouTube, Flickr
Content & Media rich
Collaborative
Interactive
16. Climbing the mountain
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Online Marketing
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Strategic, Optimized for SEO, ROI
Keyword rich content, multi-author
Regular blogging, thoughtful content
Blog, few updates, little direction
No Blog, No Social media
17. Corporate Blogs
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Online Marketing
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18. InnoBlogs: Search Engine Optimizer
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Online Marketing
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19. InnoBlogs: Search Engine Optimizer
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Online Marketing
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20. Conversion on a blog
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Online Marketing
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21. ConversationalMarketingLabs.com
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Online Marketing
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22. Hi-Point Journeys
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Online Marketing
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23. Hi-Point Journeys: 16 Bloggers
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Online Marketing
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24. Final Questions
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Online Marketing
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How often should you post on a blog?
How often should you update your website?
Should you Tweet?
If so, How should you tweet?
Should you have a Facebook fan page?
Should you have videos on YouTube or Vimeo?
Should you put out Whitepapers?
Should you try to convert readers to buyers?
25. Thank you!
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Online Marketing
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Tom Williams
W | 614.360.1872
C| 773.213.8579
@tom8williams
[email protected]
