content marketing

Blue Skies Marketingwww.BlueSkiesMktg.com

Content Marketing

Laurie MacomberOwner

Blue Skies Marketing#FCIP


What IS Content Marketing? It’s YOU in the driver’s seat! Brands act like the publishers Provide quality content to gain o Awarenesso Interesto Desire o Action


When Did This Happen? Started with SEO (Search Engine Optimization) Content on the website helped you rank on SERPs New content regularly showed you ‘cared’ about your site –

and were always rankable• Easy way to achieve that dynamism? • Blogs!

o Better Listings On Google!

Then came SOCIAL MEDIA


Social Media Begets Content Marketing? Marry SEO and Facebook and you get

Google’s attention Blog mentions in the feeds of your FB fans = Awareness

What else do you need? Interest Desire Action


AIDA – not just a Verdi opera anymore! You generated Awareness, but how do you get appreciation

and loyalty?

i.e. Interest, Desire, Action?

Create and curate relevant content customized for your particular and unique audience.

The Internet allows you to do this! No publishers need apply. Take matters in your own hands now.


Why Content Marketing? More cost effective and targeted way to generate

awareness versus print/TV/radio advertising, direct mail, billboards

Databases can hold lots of info about your donors, customers

o Gives real meaning to “lifetime value” of your loyal customers

Internet provides search rankings, targeted social interaction, pay per click advertising, video broadcasting…. and regular lead nurturing via email

Market feedback is in real time and more measurable than ever


What Is Common Characteristic of Content Marketing? UNIQUE and USEFUL Content! Copy, text, words on the page Visuals – that illustrate the topic Words and Pictures that are valuable to your target

audience Stories that engage


Content Cascades It CASCADES: Watch what can happen next:

Make a video version Make a podcast of it Can it be a white paper? A special bulletin! An infographic? An infoanimation . . . . A social media post – or sequential ones? A press release? Pitch the article to industry bloggers or pubs?


Your Strategy – Your Core Concepts Find out what’s special about you – your USP

Determine what the target audience wants to know

o Have that USP in mind

o Define a PERSONA for your buyer or client

Discover what openings the competition has left you

Then decide your TOPICS strategically


Marketing Persona Clearly defines the target audience to ensure content speaks directly to them.

Personas are not a single user.

They are a representation of a theoretical group of users.

Captured in a 1-2 page description that include behavior patterns, goals, skills, attitudes, and a few fictional details

They make the persona a realistic character. Do one for each decision type. User, Buyer, Influencer, etc.


Next: Editorial Calendar Every month of the year planned Be prepared to make mid-course corrections Weekly tactics in rows

o Best to know which are AIDA! Each tactic is color coded


Editorial Calendar


AnalyzeWebsite & Blog

o Google Analytics

Facebooko Insights o Same for Twitter, LinkedIn, YouTube

Emailo Your distribution providero Like Constant Contact or Mail Chimp

HINT: o Make sure your content is easily sharable from your tactics o Let others be your PR agent!


Content Marketing

“Having the content your audience needsDelivered in all the places they go!” - Content Marketing Institute


Strategic Concepts – example Our client in Italy brokers heavy construction equipment Their USPs?

o All women in a man’s worldo Ultra attentive and conscientious o Happy employees and uplifted attitude o Multi-lingual and global o Extremely knowledgeable and experiencedo Highly networked


Their Topics Customer Service Excellence – Doing things with Amore

Advice about doing business around the world, even in hot spots

Bon Voyage – every shipment is celebrated in the destination language

Motivational Mondays – hear from the CEO about being deserving of the best life has to offer, including fine equipment that lasts


Memes - examples

content marketing

Documents

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quality content

serpsnew content

useful content

comwhy content marketing

curate relevant content

unique audience

target audience stories