Content Marketing Mini-Webinar

Content MarketingWebinar by: Caitlin Kelly & Arianna

Vanjo

Introduction• What is content

marketing?

• The act of creating original content online and giving that content to customers and potential customers

• Back-door approach to marketing

• Getting your company’s name recognized by potential customers

Content Marketing: Defined

• The act of creating content from the things your company already does well

• Giving the content to your target market as a free help or guide

• In participating in your web content, the potential customer gains valuable information from your company for free.

• Why is this a good thing?

• Potential customer realizes the value your company holds for them

• Realizes your company knows what they are talking about and has experience in the field

• Sees that your company can help them in the future

•Why Content Marketing?• Your customers and potential customers are searching for

information each and every day on the internet

• Share your wealth of knowledge with them and prove yourself as a leader in the market

• Give them reason to look to your company first when they have industry questions and need help

• The more focused your content is, the more effective you will be and the more popular your company will become in your target market

Reticular Activator• Stimulation of a

reticular activator

• Information is processed and important pieces are stored away

• Brain is then triggered by everyday things

• When you have good content that is helpful and easy to understand, you will stimulate the customer’s reticular activator and they will remember your name

Engaging Potential Customers

• Content marketing anticipates what your potential customers and target market will be searching for next by using tools such as social media

• Create a piece of content that adds value to your target

• This will allow and encourage them to share your name and website with others, better yet, to come back for more

Creating Valuable Content

Blogs

• Add personality

• Speak on the customers’ level

• Flow at a conversational pace

• Do not ramble, be professional

• Have credible content

• “Company blogging requires a balance between valid content an personal touch in order to be successful” -Rebecca Hubbel

White Papers

• Great way to put concentrated information together in one report

• Should be fairly detailed, roughly 6-8 pages long

• Make it easy for people to obtain your white paper

• Can be downloaded for free by visitors to your company’s site

• Send out the link to your white paper to current customers

• The information you put in your white papers can establish you as a business leader whose knowledge is valuable

Webinars• Narrow down your topic, the more narrow you make it, the more detailed you can be

• Know your audience and speak on their level, but use correct terminology and do not talk down to customers

• Plan ahead and practice what you will say

• You can use note cards, so do not use filler words

• Use pictures, graphs and illustrations to better explain

• Invite customers, target customers, and others in the industry through your website or an email

• You should have a registration page on your website

• Keep in mind timing, is your audience attending in different time zones?

• Start on time & end on time

• It’s the presenter’s responsibility to get to the webinar early and check sound, etc.

• Be conscious of what time of day you schedule the webinar

Social Media

• Post frequently, but don’t let quantity outshine quality

• Listen to conversations your customers are having on social media

• +200 million Twitter users+800 million Facebook users

• Try using Hootsuite to organize your company’s social media

“By providing your customers with your wealth of knowledge, you will prove to be an authority in your industry” -Caitlin Kelly

Distribution Tools

Hootsuite for Social Media

• Manages all of your social media in one place

• Including Facebook, Twitter and LinkedIn

• Ability to create lists by using keywords in order to organize the people you are following

• Competitors, customers, industry leaders, local news, etc.

• Manage when your posts go out, including time and date so you never have to worry!

Email

• Avoid SPAM!

• Only email content

• Your database is your gold mine

CRM• Client Relationship Management

• Captures email addresses

• Do not buy a list

• Grow your own list

• Helps segment and send targeted messages

• Find out what information your customers are searching for

• Send them messages pertaining to their interests

• No more spam!

• Generates sales

Summary

Content is Crucial

• Research is essential!

• Establish credibility and show you’re an authority in the industry by sharing your wealth of knowledge about your business

• What you say is just as important as saying it!

Continuous Content

• After creating content, do not change or tweak what you’ve already done

• Keep creating!

• Create content relating to your first, but not the same

• Keep listening to your customers’ needs

• Invite customers and potential customers that visit your website, use your services, or participated in previous webinars to join in on future content marketing

Let’s Get Started!

• Determine your content

• Create your content

• Choose the right distribution tools for your company

[email protected]

Questions or feedback?Tweet us! @businessarmory

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[email protected]

Questions or feedback?Tweet us! @businessarmory