CONTENT MARKETING
Introduction to Content Marketing
May 15, 2015
Find out what content marketing is, why you need it and how to do it. Why great content drives both inbound and outbound lead generation. Why content marketing is the only marketing that works. Get more hints at http://www.technoledge.com.au/b2b-blog
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Transcript
CONTENT
MARKETING
COMMON MISCONCEPTIONS
It’s not just a change of name…
Content Marketing is nothing new
It’s just a fancy new name for marketing
IT’S A CHANGE IN ATTITUDE
www.velocitypartners.co.uk
‘Traditional marketing talks AT people
Content Marketing talks WITH them.’
A REVERSAL
Selling is OUT Buying is IN
= Inbound
Marketing
For people to find you, you need a big attraction
Great content is the honey pot
GREAT CONTENT GETS YOU FOUND
HONEY
GREAT CONTENT DRIVES LEADS
…and all online marketing
HOW TO CREATE GREAT CONTENT
10 + 1 Simple Rules
HELP YOUR AUDIENCE
Understand key issues
Solve real problems
Grasp new trends
1. MAKE IT HELPFUL
Image: http://www.last.fm
oTalk to customers
oListen to Thought Leaders
oLook for fresh insights
& perspectives
2. MAKE IT RELEVANT
Share industry know-how Educate, update,
communicate Confront the tough
questions
3. MAKE IT WORTHWHILE
4. DON”T SELL
Provide valuable insights on
issues that keep your customers
5. MAKE IT COMPELLING
Don’t put on an act
Call it as you see it
Use your own voice
6. MAKE IT REAL
Support it with:
oSolid references
oQuotes from respected sources
oReal world examples
oInsights from key users
7. MAKE IT STRONG
8. MAKE IT DIFFERENT
GREAT CONTENT IS Highly relevant Thought- provoking Disruptive
Image: wikimedia commons
9. BANISH BAD CONTENT
oInterview interesting people
oTell key customers’ success stories
oPublish best practice guides or e-books
oCommission an original survey
10. MAKE IT USEFUL
•Websites – yours and partners
•Social Media
•Industry journals
•Print Media
•Lead gen campaigns
11. PUT IT TO WORK
THE BOTTOM LINE
Exceptional content will get you
FOUND READ SHARED MORE INFLUENCE HIGHER PROFILE MORE LEADS
…and bland content won’t.
Technoledge Digital Marketing – the snake oil of our time? 3 Reasons why Great Content Must be Disruptive
Why Content is more than King
External
Content Marketing Checklist
B2B Marketing doesn’t have to be boring
How Content Marketing Wins Over The Most Brutal Business Buyers
LEARN MORE
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