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Marketing With Content Paul Gillin Download this presentation at

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1 Marketing With Content Paul Gillin Download this presentation at

2 Click to edit Master title style Hot Prospects Qualified Prospects Suspects New Clients The Sales Funnel Image Credit: Retail Sales Systems, LLC

3 Click to edit Master title style Flipped…

4 Click to edit Master title style Source: Monitor And Flattened

5 Click to edit Master title styleThe Changing Face Of Marketing billion per day 200 million per day times information is shared through social channels each month billion searches for information each month 18 billion 36

6 Click to edit Master title style “Companies that are highly effective communicators had 47% higher total returns to shareholders over the last five years compared with firms that are the least effective communicators.” Towers Watson 2009/2010 Communication ROI Study Report

7 Click to edit Master title styleThe Power of 245 The average Facebook member has 245 friends, who each receive notifications of their network’s Facebook activities

8 Click to edit Master title style2012 Content Marketing Spending Plans Source: Content Marketing Institute

9 Click to edit Master title stylePreferred Content Marketing Tools Source: Content Marketing Institute

10 Click to edit Master title style Lower Cost Per Lead HubSpot 2011 State of Inbound Marketing Study

11 Click to edit Master title style HubSpot Gives

12 Click to edit Master title style

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14 Creating Community “I get more readers on American Express Open Forum that I do in any media outlet.” Shel Israel, Author Naked Conversations and Twitterville

15 Click to edit Master title style Demonstrate Authority Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that?

16 Click to edit Master title styleHow to Kick-Start Content Marketing 16

17 Click to edit Master title styleDefine Objectives  What are your big goals?  What are you planning to achieve?  Branding  Thought leadership  Lead generation  Engagement Conversions  Traffic  Who do you want to reach?  What’s the best way to reach them?  What actions do you want to create?

18 Click to edit Master title styleDevelop Content Strategy 18 Content  Know your audience!!  It’s not about you; it’s about them  Align with brand and solutions  Understand news vs. evergreen  Determine where content will live Marketing  Plan integration with other channels  Paid, owned, earned  Content marketing doesn’t compete with channels; it fuels them  Publishing frequency  Keyword strategy: Reach customers at the moments that most influence decisions

19 Click to edit Master title style Choose Keywords That Are “Just Right ” Don’t target keywords that are “too hot” (they multiple meanings or are poor matches for your site) Avoid keywords that are “too cold”—too few searchers look for them Use the language the searcher uses: An Italian tour operator targets “milano tours” but Americans say “milan tours” Walmart calls them “associates,” but everyone else calls them “employees.” A computer maker thinks “notebook” sounds classier than “laptop,” but customers don’t. Someone looking for “lodging” seeks something different than someone searching for “hotel.” 19 Source: Mike MoranMike Moran

20 Click to edit Master title style Planning is Essential Tool Wk. 37Wk. 38Wk. 39Wk. 40Wk. 41 Blog Topic Newsletter Topic Video Topic White Paper Topic Webcast Topic Podcast Topic Chat Topic Press Release Topic Color coding denotes responsible departments/people

21 Click to edit Master title style Stagger Activities White Paper Promotion Timeline Task JanFebMarAprMayJunJulAugSepOctNovDec Home page link newsletter blast Blog promotion Twitter messaging

22 Click to edit Master title style Source: HubSpot 2011 State of Inbound Marketing Study Frequency Counts

23 Click to edit Master title styleEnsure Quality 23  Content producer recruitment, management and training  Editorial and approval process  Writing guidelines  SEO standards  Search rankings are key  Keyword recommendations

24 Click to edit Master title styleRecruit and Manage Writers 24  Experts, enthusiasts, influencers  Recruitment plan for quality writers and influencers  Engagement model: ability to pay for performance  Writer tools and dashboard for managing assignments: for content at scale  Writer payments and support

25 Click to edit Master title styleCross Promote: POE PAID  Display Ads  SEM  Sponsorships REPORTING AND ANALYTICS  Demonstrate value and results to your clients  Measure performance of your client content and replicate key success drivers content OWNED  Web Site  Mobile Site  Blog  Twitter Account EARNED  WOM  Buzz  Viral

26 Click to edit Master title stylePublish Everywhere 850 million members 250 million members 60 million monthly visitors 130 million members 2 million members

27 Click to edit Master title styleSocial Networks Have Personalities = = =

28 Click to edit Master title styleSpeak the Audience’s Language 28 Who’s primarily responsible for finding and implementing CRM in your organization? How to #fail at #CRM – The most common mistakes to avoid. This article says IT is often the group charged with buying and implementing CRM. Is that the right way to go about it? Take our poll: Who should “own” CRM? Sales…Marketing…IT…Customer Care…

29 Click to edit Master title style It’s Personal Bill Hill, Microsoft

30 Click to edit Master title style Video Never Dies - Cisco on YouTube

31 Click to edit Master title style New Life For Old PowerPoints

32 Click to edit Master title style Even Spreadsheets

33 Click to edit Master title styleMeasure, Learn and Optimize  Measure  Content performance  Keyword performance  Social performance  Site performance  Learn  Reporting  Weekly meetings  Optimize  Immediate  Over time

34 Click to edit Master title style Look for Impact


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