basics of content marketing
TRANSCRIPT
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Content Marketing: What Is It?
Presented by Professor Joe Hines714-872-0561www.thrivebusinessdirectory.com
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Your Brand:
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Consumers have needs.Business owners have solutions.Content marketing bridges the gap.
1. Awareness.2. Trustworthy.2. Likeability.
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Marketing Pyramid
This is the traditional marketing pyramid.It’s still true today.These successive steps, from Awareness to Action move them from prospect to “Clo$ed Cu$tomer”.
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Old School Advertising.
Old school advertising offered no opportunity for a two-way exchange. and gradually became ineffective – tuned out. In essence it was “Let’s talk about me for a while!”. Sales by hypnosis doesn’t work too well anymore.
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Content Marketing.
The premise of content marketing is based on talking to prospective people about what’s interesting to THEM!
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Old School New School
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New School
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What’s Happening Here?
• Specific needs.• Specific target markets.• Developing content that
speaks to real people.
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What is a Buyer PersonaAnd Why Does it Matter?
Get the answer to this question.Link tohttp://soctk.com/3JH
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What Do These Things Have in Common?
Articles Email Newsletters
Images Infographics
Webinars Worksheets
Tutorials Blog Posts
Q&A Series Ebooks
Animated Videos White Papers
Podcasts
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Topic Delivery
Preventing Heart
Disease
vlogwebinar
blog images
white paperinfographics
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Important Points
A/B TestingBuyer PersonasYour StrengthsVarietyYour TopicLearning StylesMedia
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So - Why Do Any of This?
Create Awareness.
Credibility, Expertise.
Emotional connections.
Explain or Teach.
Build Trust.
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And Most Importantly, “Catch More Fish”!
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Content SEO Facilitates Direct Marketing Customer Search Traffic
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Requirements for Success
• Create content that provides solutions for specific needs.
• Be consistent in your branding.• Publish with regularity. • Have a point-of-view.• Don’t “sell”.
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Sales Funnels.
Blog Posts, Social Media Posts, White Papers, Vblogs, E-newsletters,Webinars,
Longer videos, E-books, Case Studies
Personal Sales ContactCustom Proposals
Long-term commitment to Content Marketing.Survey Monkey.CRM process via your website.
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Planning Frontiers
Stage in Buying Process
Buyer Persona Sales Funnel
NeedIdentification
Physical Demographics
Top of Funnel
Exploration Media Habits Mid-Funnel
Narrowing Social and Cultural Bottom-of-Funnel
Purchase Learning Preferences
Post-Purchase