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@WolfgangDigital Alan Coleman - CEO Siobhan McGinty – Content Marketer I’m Excited Refresh Content Marketing refers to the creation and distribution of relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action – Content Marketing Institute Ask The Audience Are you: 1. A complete Content Marketing Newbie 2. Already gotten started 3. Expert Who’s a Search Marketer Content Marketing or Inbound Marketing 6 Reasons Why Content Marketing is a Marketing Must 1/ Google Loves It! 2/ Most Complete Marketing Strategy Available The Purchase Traditional Funnel & Display Content Marketing Search 3/ Profit U CAN CHARGE MORE!!! Online Retail will kill customer loyalty??? Heuristic Decision Making People Will Pay More For Products They Love Inbound Marketer Search Marketer 4/ Retention It costs 5 times more to get a new customer than to keep an existing one Maximise Opportunity From Existing Customers 92% of people trust recommendations from friends and family above all other forms of advertising when making a purchase decision. Global Trust in Advertising - Nielsen 5/ Amplify Your Voice 6/ The End of Media Spend In the future, media spend will be the price a business pays, for not capitalising on the content marketing opportunity. Our Experience Wolfgang Digital’s Six Content Marketing Commandments 1. Understand the differences between Evergreen and Real-Time content Evergreen Content Relevant today, tomorrow, next week, next month, next year…maybe even five years! So you don’t believe this is possible…? Check out @JeffBullas on Twitter… …and Hubspot! 70% of Hubspots leads come from OLD blog posts! Examples of Evergreen Content • “How to” guides and tutorials • Resource lists • Frequently Asked Questions Real-Time Content 2. Existing Content Shall be Recycled & Repurposed Recycled Content This presentation will be shamelessly recycled in three ways: - Wolfgang Blog - Wolfgang Slideshare - Wolfgang Newsletter Repurposed Content 3. Differences Between Your Target Audience & Target Market Shall Be Understood For Example… Much of our work comes from recommendations from within our business community 4. You Shall Be There For Your Audience If People Speak To You on Social Media… …REPLY! It’s Worked For Us… • Sage.ie guest blog post One day, Beatrice said something interesting. I Retweeted, Replied and wrote a blog post inspired by it. I acknowledged her in the post. She shared it with her social network when I published it… Ranking! Why Guest Blogging Was Great! • Web traffic • Social following • It spoke directly to our target audience AND target market • SEO • Mutually beneficial relationship with Sage 5. A Content Calendar Shall Be Created & Adhered To Why Content Calendars Are Great • • • • Keeps you organised and efficient Curb Writers Block Great for teamwork Measurement 6. You Shall Measure Your Content Marketing Efforts Measuring Content Marketing • • • • Website Factors Ranking Factors Social Factors Leads And don’t forget to optimise! Excited? Sign up for our newsletter: www.wolfgangdigital.com/blog @wolfgangdigital [email protected] [email protected]