thinking like a publisher: an introduction to content marketing

Thinking Like a Publisher: An Introduction to Content Marketing

Gere Jordan, Holony Media, 9/7/15

Hi!My name is Gere Jordan and I’m President of Delaware based digital marketing company Holony Media.

We use the internet to grow businesses.Through website design, SEO, online advertising, and consulting.

Would you be here if this were scheduled as a sales presentation?

Quick Survey

Agenda for today:

1. Why content marketing?2. Content marketing principles3. Content marketing examples4. Strategy building blocks

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

What is Content Marketing?

Source: https://en.wikipedia.org/wiki/Content_marketing

FAQsPhotos

Polls

Slide Decks

White Papers

What is content?

Video InfographicsBlog Posts

In short: Any information or media

Emails

This approach isn’t new.

1895John Deere’s “The Furrow”

A journal for the American farmer. Taught farmers how to use new tools.

1900Michelin Guide

Geared at helping drivers maintain their cars. It covered basic maintenance, accommodations, and other travel tips.

Today, we’re inundated with messages.

And it’s more difficult for organizations to break through and gain visibility.

● Traditional “push” ads are being ignored● Users on multiple devices, channels● There’s more info than most can handle

Why Content Marketing is Needed

All of that equals attention scarcity.

Content helps you break through the noise.

Source: blog.attachmedia.com

People want to control their content

Source: American Marketing Association

86%of people skip TV

commercials

91%of email users have unsubscribed from a

list they joined

44%of direct mail

Sources: Content Marketing Institute, 2012

1. Build trust with your audience2. Position you as an expert3. Increase brand awareness4. Convert leads into customers5. Improve retention and drive upsells

What Can Content Marketing Help You Achieve?

6 Content Marketing

Principles

It engages individuals on their terms

This means being available and being relevant where your audience lives and where they’re searching. They are coming to you.

Source: Dayna Rothman, http://www.lynda.com/Marketing-Lead-Generation-tutorials/Defining-understanding-importance-content-marketing/

1.

It communicates consistentlyThe primary hallmark of a successful publisher is consistency, both in terms of quality and delivery. Epic content reliably delivers on the promises your brand makes.

Source: Joe Pulizzi, http://contentmarketinginstitute.com/2013/09/principles-epic-content-marketing/

2.

It’s targeted and fills your customers’ needs

Your content should answer some unmet need or question for your customer. It needs to be useful in some way to the customer, over and above what you can offer as a product or service.

Source: Joe Pulizzi, http://contentmarketinginstitute.com/2013/09/principles-epic-content-marketing/

3.

It has a clear purposeThe content you create should have a goal in mind. Thought leadership, brand awareness, lead generation -- these are some reasons for creating content.

Source: Dayna Rothman, http://www.lynda.com/Marketing-Lead-Generation-tutorials/Defining-understanding-importance-content-marketing/

4.

It has predefined metricsMore than a purpose, there should be a clear way to measure the performance of your content marketing efforts. New subscribers, social followers, website traffic, and new leads are examples.

Source: Dayna Rothman, http://www.lynda.com/Marketing-Lead-Generation-tutorials/Defining-understanding-importance-content-marketing/

5.

It’s devoid of sales speakThe more you talk about yourself, the less people will share and spread your story. It's that simple.

Source: Joe Pulizzi, http://contentmarketinginstitute.com/2013/09/principles-epic-content-marketing/

6.

Examples of Content Marketing in Action

Holony B.E.D Series

Think With Google

Toby Boyce Delaware, OH Real Estate Blog

Whole Foods “Whole Story” Blog

Delaware Chamber Business Directory

Moz Whiteboard Friday

Content Marketing Strategy Building Blocks

Objectives

Target Audience

Content Mix

Content Management

Objectives

1.

Why? Increased awareness? Sales? Loyalty?

Example:

We set out to increase awareness and position ourselves as an authority with the B.E.D. series.

Target Audience

2.

Create an audience profile. Gather as much intel as possible. Interests? Challenges? Content they share? Online ecosystem?

Example:

Toby Boyce targets users interested in reading about Delaware, OH.

Content Mix

3.

What types of content work for your audience and their channels? What fits with your objectives? What do they want from you?

Blog posts, videos, tools? Often there are multiple types of content in use.

Example:

Whole Foods has blog posts on recipes, diet tips, alcohol and more. They’ve also ventured into podcasts and video.

Source: http://www.poweredbysearch.com/connecting-content-marketing-to-buying-process/

Content Management

4.

Manage the process. Who will produce the content? What schedule will you follow? What channels will you use to promote your content? What tools will you use?

Example:

WordPress is a content management system (CMS) that can be used to schedule posts and manage multiple authors.

Content marketing goes hand-in-hand with the inbound marketing

methodology

Source: http://sispg.com/what-is-inbound-marketing/

In Summary

Traditional disruption advertising is being tuned out by modern consumers.

Content marketing attracts by delivering targeted, fulfilling media to a defined audience.

Source: American Marketing Association

Content Marketing Principles

1. Engages users on their terms

2. Communicates consistently

3. Fulfills specific user needs

4. Has clear business purpose

5. Has predefined metrics

6. Devoid of sales speak

There are 4 basic building blocks to a content strategy

Objectives Audience Content Management

Aim to develop content for each stage of your sales funnel.

Source: http://www.poweredbysearch.com/connecting-content-marketing-to-buying-process/

Closing discussion. What content do you have to get started with?

For more information, including a copy of this presentation, visit:

http://www.holony.com/bed