Content marketing - eComand Solutions

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Transcript Content marketing - eComand Solutions

AND
How to Use it to Effectively
Grow your Brand and
Customer Base
Contact Me: 314-853-9235 or [email protected]
What is Content Marketing?
What I’m Going to Cover

How important is your brand to your business?

The definition of Content Marketing

Why Content Marketing is important for building your
brand?

Steps to create an effective content marketing campaign
Contact Me: 314-853-9235 or [email protected]
How Important is
Your Brand to
Your Business
Contact Me: 314-853-9235 or [email protected]

DEFINITION OF “BRAND”

WHY IS IT SO IMPORTANT?
Definition of Brand

Brand is the sum total of how someone perceives a particular
organization. Branding is about shaping that perception.
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
Ashley Friedlein
Brand is a known identity of a company in terms of what products and
services they offer but also the essence of what the company stands for in
terms of service and other emotional, non tangible consumer concerns.

Contact Me: 314-853-9235 or [email protected]
Donna Antonucci
Definition of Brand

Brand Building is an integral aspect of personal and business
development. It not only increases the voice and consumer awareness of
a brand, but it also gives it an identity and worth. The advent of
participatory and interactive platforms has given many businesses the
chance to enhance brand awareness and equity.

Contact Me: 314-853-9235 or [email protected]
A. Powell
Why is it so Important?
In a nutshell your brand is:
 What
 Your
gives your company an identity
reputation and perceived position in the market.
 What
differentiates you from your competition.
 What
creates loyalty and a desire to purchase your products
and services.
“Brands outlive products & services...”
–Scott Goodson, author of Uprising
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What is Content
Marketing?
Contact Me: 314-853-9235 or [email protected]

A DEFINITION OF CONTENT
MARKETING

WHY CONTENT
MARKETING IS IMPORTANT
FOR BUILDING YOUR
BRAND
Definition of Content Marketing
Content marketing is creating, publishing, and
marketing unique content for the purpose of
appealing to a target audience and retaining a
loyal customer base. The key to any type of
content marketing is providing accurate and
useful information that is relevant to the
respective industry and market.
Contact Me: 314-853-9235 or [email protected]
Definition of Content Marketing
In a nutshell, Content Marketing is:

Creating interesting and informative content

That is unique

That is relevant to your industry

That will attract your target market

Build trust and loyalty
Contact Me: 314-853-9235 or [email protected]
Why Content Marketing is Important for
Building Your Brand?
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Reinforces your expertise and your position within your
market
Has the ability to go viral and reach a large segment of your
market
Relays your message to your target market
Demonstrates your knowledge of your industry
Tells your audience more about your company
Creates 2-way communication
Is relatively inexpensive
Contact Me: 314-853-9235 or [email protected]
The Indirect Benefit of Content
Marketing
Search Engine Optimization (SEO)

Content Marketing is one of the main criteria
used by the search engines to determine rank

It affects SEO in three ways:
 Interest
and website traffic
 Content
growth
 Backlinks
Contact Me: 314-853-9235 or [email protected]
Information on SEO
https://static.googleusercontent.com/medi
a/www.google.com/en//webmasters/docs
/search-engine-optimization-starterguide.pdf
Contact Me: 314-853-9235 or [email protected]
How to Create
an Effective
Content
Marketing
Campaign
Contact Me: 314-853-9235 or [email protected]
1.
FIGURE OUT WHAT TO COMMUNICATE
2.
DETERMINE THE FORMAT
3.
HOW TO CREATE YOUR CONTENT
4.
HOW TO DELIVER YOUR CONTENT
5.
TRACK THE IMPACT
Ingredients for Effective Content Marketing
1.
Relevant. The information is pertinent to your
company and industry, and does not veer too far
off topic.
2.
Knowledge Bearing. The content illustrates that
your company has a deep knowledge of the
industry, including the latest news & updates.
3.
Informative. The content is useful and unique. It
contains information that tells readers something
that they do not already know.
4.
Non-Promotional. The content does not contain
any promotional material or sales pitch. It is written
with the goal of educating consumers and
potential customers.
Contact Me: 314-853-9235 or [email protected]
Determine the Format
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Types of content:
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Images
Images, Infographics, Video, Podcast,
webinar, e-book, newsletter, article
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Videos are the most engaging
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Text is the most important for search
engine rankings
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Most desirable approach is to “mix
it up”
Contact Me: 314-853-9235 or [email protected]
Published
Articles
Infographics
Types of
Content
Marketing
E-books,
Newsletters
Videos,
Podcasts,
Webinars,
etc.
Create Your Content
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Articles and Blogs: consider using ghost writers
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Videos - Ways to keep the cost down
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Find students (or individuals looking to build up their portfolio)
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Take the video yourself and get a professional to edit it
Webinars: utilize a webinar service such as AnyMeeting
and GoToMeeting
Contact Me: 314-853-9235 or [email protected]
Create Your Content

Images
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Utilize FREE online software such as Canva or Easel.ly, to create
infographics and assist you with editing images.
Reuse content (although creating new and original
unique content is the most ideal)
Contact Me: 314-853-9235 or [email protected]
Create Your Content
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If you are creating written content…
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Incorporate you keyword phrase into your title
Add you keyword phrase to your first paragraph
If your content is 700 words your keyword phrase should be in your
content about 3-4 times
Ensure the URL has your keyword phrase e.g. www.abc.com/usedcell-phones-can-save-you-money
On your website ensure the title and description tags include your
keyword phrase
Add an image or video to your content
Contact Me: 314-853-9235 or [email protected]
Create Your Content

Video and Images:
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Use video streaming services like Wistia or YouTube.
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Include your keyword phrase in the title and description of the
video.
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Add your keyword phrase to the Alt. tag.
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Include some text content to go with the video or image.
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Post on social media.
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Include the social share links.
Contact Me: 314-853-9235 or [email protected]
Deliver Your Content

Place the content wherever it will make the
biggest impact.
 Your
website:
 Blog
 Video
 Add
and Gallery section
additional pages
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Deliver Your Content
 Other
 The
websites
website must be related to your industry
 Local
businesses with a local market should try to find
local websites
 The
more popular the website the better
Contact Me: 314-853-9235 or [email protected]
Deliver Your Content
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Buzzfeed, Scoop.it, Outbrain
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Bloggers, local online news sites,
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Fiverr
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Don’t look for multiple link services
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Don’t look for bookmarking
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Make sure it’s a permanent link
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Do Follow
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Relevant site
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Track the Impact

-Google Analytics
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-Link Checkers
 http://smallseotools.com/website-links-count-
checker/
 Moz.com
suite
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-Google Webmaster Tools

-Search Engine Rankings
Contact Me: 314-853-9235 or [email protected]
Contact Me
Phone: 314-853-9235 or 314-669-9510
Fax: 314-665-3104
Email: [email protected]
Contact Me: 314-853-9235 or [email protected]