Strategic Content Marketing: How to Create Content that Creates Customers

Strategic Content Marketing

How to Create Content that Creates Customers

Developing sales campaigns/cultures Developing brands

Presented By

Hannah Richards

Content Marketing Strategist

Ethos

www.ethos-marketing.com

Developing sales campaigns/cultures Developing brands

Who We Are

Multiplatform Branding Agency• Brand Development• Traditional Marketing• Digital Marketing

ExistingClients

Developing sales campaigns/cultures Developing brands

Agenda

• Content Marketing: What it is and why it’s important

• What to Write About• How to Write It• How to Share It• Did it Work?

Developing sales campaigns/cultures Developing brands

So what is Content Marketing anyway?

Developing sales campaigns/cultures Developing brands People buy from people

(not businesses)

that they like.

Developing sales campaigns/cultures Developing brands 1. Attract2. Engage3. Convert

Developing sales campaigns/cultures Developing brands

That sounds time consuming. Why can’t I just run a print ad?

Developing sales campaigns/cultures Developing brands

Developing sales campaigns/cultures Developing brands

Developing sales campaigns/cultures Developing brands

Will it Blend?

Developing sales campaigns/cultures Developing brands

What does a bank have that can be put in a blender?

Developing sales campaigns/cultures Developing brands

WHAT TO WRITE ABOUT

Developing sales campaigns/cultures Developing brands

1. Prime the pump2. Make the sale

Step One: Identify the pain

points.

Priming the Pump

Step Two: Solve the problem.

Step Three: Earn their trust.

Priming the Pump

1. Fun, engaging photo2. Appeals to target audience3. Identifies a problem they can

solve4. Solves the problem5. Makes it fun/interesting6. Not a hard sell7. Relevant

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Good for them, now what the heck do I write about?

Content Ideas

1. Share knowledge• Statistics• Case Studies• Tips and How To’s• Listicles

2. News• Special events• New team members• Travel or event recaps• New products

3. Conversation Starters• Opinion articles• Advice columns

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Don’t stop now! It’s time to convert them.

ConversionOriented Content

1. Convince them that the world has changed in a real and undeniable way

2. Convince them that the risk of inaction is greater than the risk of action

3. Convince them that NOW is the ideal time to act

4. Ask them to act

Conversion Oriented Content

Key Components of Conversion Content• Direct and Assertive• Starts on common ground• Linear• Data-driven

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People spend more than 50% of their time online looking at content. (AOL and Nielsen Content Marketing Study)

70% of consumers prefer getting to know a company via articles rather than ads. (contentplus.co.uk)

78% of CMOs think custom content is the future of marketing. (demandmetric.com)

Using inbound tactics saves an average of 13% in overall cost per lead. (hubspot.com)

Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%. (hubspot.com)

Developing sales campaigns/cultures Developing brands

Sounds like a plan! Now who’s going to create all this content for me?

Developing sales campaigns/cultures Developing brands

HOW TO WRITE CONTENT

In House vs. Outsource-high quality content-cutting edge industry

knowledge-expert analytics-BEWARE the college

intern

Compliance-choose your platform-compliance software: WatchDog by CSICreating

Content

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I spent all this time and money on awesome content, why isn’t anyone reading it?

Developing sales campaigns/cultures Developing brands

HOW TO SHARE CONTENT

Post, Hope and

Pray

Content Distribution

• Find your people – where does your target audience spend time online?

• Employ traditional PR • Utilize paid distribution

• Facebook, Twitter, Pinterest, Banner Ads, Sponsored Stories, Email Marketing

• Promotional Lift

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So how do I know if this is working?

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MEASURING SUCCESS

Key Performance Indicators (KPIs):

Measuring Success

Impressions

-post views-image views-blog views-video views**length of impression

Engagement

-likes/favorites-comments-shares-brand mentions

Conversions

-purchase-click thru to blog/website-like/follow/subscribe-download content-sign up for emails-coupon download/redemption**conversion quality

Measuring Success

1. Track your audience through the funnel

2. Personalize content based on position for maximum conversions

• Email• In-person events• Personal outreach

*Funnel infographic by Hootsuite

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This is a lot to keep track of. Isn’t there some kind of software that canhelp me with this?

Social MediaSoftware

• Hundreds of programs available

• Range in price from zero to $10,000/month

• Help to evaluate and organize your content and schedule posts

• Listen and participate in conversations

• Track and cultivate leads

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Questions?