Transcript Why Content Marketing?

Use Content Marketing to
Grow Your Business
Cecelia Henderson
Owner
WSI Marketing Edge
Cecelia Henderson
Wayne, NJ
WSI Marketing Edge is a full service digital
marketing agency focused on helping businesses
leverage the internet to drive revenue growth.
Web Presence is fast becoming a
requirement to do business
• Validates your company
• Supports the online research that consumers do
before they call you
• Consistent with changing demographics of
consumers and business decision makers
• Expands your horizon beyond your normal
contacts and brings you new leads
• Helps create a relationship between you and your
potential and existing customers
• Measurable Return on Investment
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reserved.
But none of this can
be achieved if you
can’t be found
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reserved.
Getting found?
• Search engines such as Google, Bing, Yahoo
• Paid advertising on these search engines and
on related sites
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reserved.
• Links from other websites, social media &
email campaigns
Getting Found?
• Our focus for today: getting found via
search engines and not by ads – organic
results
• Done via Search Engine Optimization a.k.a.
SEO
• SEO has two major components
• On page
• Off page
• SEO is the process of impacting site’s visibility in
a search engine’s unpaid results
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reserved.
How do you get found?
• Optimize your site and other content for what we know about how
search engines find their results
• Google’s algorithm includes 200+ factors that are not all known
• Quality of content on the site
• How closely your content matches the search term
• How many sites link into yours, including social media
• How many sites your site links to, including social media
• Is your site being discussed on social media
• Volume of visits to your site
• Freshness of material, has it been updated recently
• Age of your URL (web address)
• Number of citation listings
• Can google see the information on the site – doesn’t see pictures
• Mobile compatible website – eventually mobile first
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reserved.
So what can content do for you?
• Content can drive web traffic
• Content can generate sales
• Content can generate high quality leads
• Content can generate quality feedback
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reserved.
What is Content Marketing?
Content marketing’s purpose is to attract and retain customers
by consistently creating and curating relevant and
valuable content with the intention of changing
or enhancing consumer behavior. It is an ongoing
process that is best integrated into your overall marketing
strategy…
….. the art of communicating with your customers and
prospects without selling
A core component of “inbound marketing”
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reserved.
http://contentmarketinginstitute.com/what-is-content-marketing/
Inbound Marketing vs Outbound
Marketing
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reserved.
Why Content Marketing?
• Your customers do research online to learn what
they need to know to make a decision
• Information of value is what they are looking for
• MORE THAN JUST PRODUCT OR SERVICE
INFORMATION
• You can attract people to your product or service
if you address relevant challenges they have how what you offer can be a solution…think about
questions customers ask most frequently
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reserved.
Examples of related content
Law offices
• Potential content
Contractor
• How do know when
you need a lawyer
• What should you
expect from your
lawyer
• How to prepare for a
meeting with your
lawyer
• What certifications
should you look for in
selecting a lawyer
• Do you need a lawyer
or an accountant
• Potential content
• How to select a
contractor
• How to work with your
contractor
• What kinds of
certifications should
your contractor have
• What services should
your contractor
provide you
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reserved.
Content Marketing Overview
1. Identify your objectives, metrics
2. Identify your audience(s)
3. Determine your channels – where will you
deliver these messages
4. Craft core messages & Optimize
5. Create tactical plans & Execute
6. Manage your metrics
7. Make required modifications
8. Repeat……
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reserved.
Identify Your Content Marketing
Objectives, Metrics
“If you don’t know where you’re going you’ll
end up someplace else”, Yogi Berra
• Content marketing objectives should include the
target audience, what you want to provide them,
and what the outcome should be
• From the perspective of the target customer…how
do you want them to perceive you
• You should be able to determine the metrics that
will let you know you’ve been successful
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reserved.
Identify and Segment Your
Audience
• Who are your buyers?
• What distinguishes them?
• Their Motivations?
• Their Demographics?
• Their Geography?
• Create a persona or model of your
customer (s)
• A representation of your client
• Makes it real to you
• Helps you communicate with them
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reserved.
Identify Your Digital Marketing
Channels
This is where/how you execute your tactics
• Website
• E-Newsletter
• Social media
• Youtube
• Facebook
• Twitter
• eMail
Understand standard performance Metrics
for each channel and set a target by
channel
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reserved.
Craft Your Messages
Relevant and Valuable…Behavior Changing
Information
• Optimize it: do keyword research,
understand what terms your customers
are using to find you.
• Craft your messages around these terms
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reserved.
Craft Your Messages
• Alignment
• Consistency
• Discipline
• Simplicity
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reserved.
Execute the Tactical Plan
Channel
Q1
Q2
Q3
Q4
Website
TOPIC
TOPIC
TOPIC
TOPIC
E-Newsletter
TOPIC
TOPIC
TOPIC
TOPIC
Facebook
TOPIC
TOPIC
TOPIC
TOPIC
Twitter
TOPIC
TOPIC
TOPIC
TOPIC
• Keep alignment during a given period
• Different “channels”, but same message
(tailored to the channel type)
• Reinforcement over a period of time
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reserved.
Watch Your Metrics
• Set a target for each channel
• Analytics for your website: number of visits,
clicks, inquiry forms submitted
• Social Media Posts: reach and engagement
• Open and click through rates for emails, enewsletters
• Research for generic performance metrics
• Benchmark with your past history
Focus on how your efforts are working and
refine, refine, refine
©2017 WSI Marketing Edge. All rights
reserved.
Content Marketing Overview
Identify your objectives, metrics
Identify your audience(s)
Determine your channels – where will you
deliver these messages
Craft core messages & Optimize
Create tactical plans & Execute
Manage your metrics
Make required modifications
Repeat……
©2017 WSI Marketing Edge. All rights
reserved.
Questions
Contact me:
Cecelia Henderson
WSI Marketing Edge
973-727-0039
[email protected]
©2017 WSI Marketing Edge. All rights
reserved.
Thanks!
©2017 WSI Marketing Edge. All rights
reserved.
Top TEN Activities to Claim and
Own Your Web Presence
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reserved.
Top 10 list: claim your “web” presence
1. “Google” yourself
2. Build and brand your social profiles LinkedIn,
Facebook business page, Twitter, & Google+
3. Leverage your business cards /other print
materials by including web address, LinkedIn,
or relevant social media profile)
4. Update your email signature ready (web
address, social media profile links)
5. Ensure a consistent message about your
business across all of your properties
6. Monitor and update your profile as needed
©2017 WSI Marketing Edge. All rights
reserved.
Top 10 list: claim your “web” presence
7. Follow relevant businesses on LinkedIn, Twitter,
Facebook, etc.
8. Business Directories – get listed in them. You can
outsource this
9. Remember the personal and the professional
blend – personal Facebook, professional
Facebook.
10. Actively post, actively recommend, comment –
social media, blog. You can outsource this
11. Solicit reviews (Facebook, LinkedIn or appropriate
rating service)
12. Actively manage negative reviews….respond
online and take it offline if need be, seek
professional help if needed
©2017 WSI Marketing Edge. All rights
reserved.
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