Sejal Visawadia

What is Content Marketing?

Creating and delivering valuable contentto your target audience

What is Content?

Whitepapers, eBooks, Case Studies

Audio or Video Content

Events (Webinars, Workshops)

Blog and Social Posts Images and

Infographics

Email Newsletters

Why Content Marketing?

• Generates 3x more leads thantraditional marketing

• Build trust, create value among suspects – people who want to know what you know, not what you sell (not yet)

• Decrease costs, increasecustomers'.

SEO Social MediaBrand Voice

& Personality

Cornerstone of Marketing

Content Marketing

Content Directly Affects Search

Does not directly sell

Content Marketing Does NOT

Does help push leads down the funnel

Content Marketing Does

1PL

AN

M4EASURE

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BLISH

C2REATE

Content Marketing Strategy

Who is Your Audience?

What are their biggest pain/point needs?

• Content you create should address

your customers’ points:• a need• a problem• a desire• a challenge

Identifying Pain Points

• Check out common search inquiries around your product or industry using Google Search Trends and Google Keyword Tool

• Address FAQs – ask your sales people what customers are asking them

Do your research – what do your customers need?

Where is Your Audience?

Where do they find information online?

For instance:• City dwellers are significantly more likely than rural residents to

be on Twitter• Women are five times as likely as men to use Pinterest• Baby boomers are the fastest growing segment of Facebook

Tools for Content Creation

• Google alerts

• Percolate (Real time content marketing platform)

Tools for content creation• LookBookHQ(A visual storytelling platform)

• ÜberFlip (Like Flipboard or Slideshare on your own domain name.)

Tools for content creation

• Contently• Little Bird

• PaperShare

• Addvocate

• Influitive• TrackMaven

Publish

Measure and Adjust

Content creation software

Content marketing companies

2013 B2C Content Marketing

THANK YOU