content marketing bones
DESCRIPTION
The key things to know about content marketing. The presentation was given at Common Desk in Dallas on November 2nd, 2013. The attendees were business owners and other atteneTRANSCRIPT
Content Marketing from Your Marketing Partner
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What we will cover
• What • Why • The goal • How
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Growing an Orchard
Each tree is a message.
You need lots of trees.
New trees need to be planted consistently.
All trees grow from the same key messages and targeted to your audience.
Good content marketing can be compared to growing an orchard.
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What is Content Marketing?
Telling stories about your business.
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What is Content Marketing?
Educational and/or Entertaining
I was looking for answers
and this post told m
e what
I wanted to know.
This company
explains the topic well.
This video is amazing! Have you seen this?
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Start with Content, then Package, then Distribute
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Why is it important? Because Google likes it.
Make pages primarily for users, not for search engines. Ask yourself, "Does this help my users?”
From Google’s Webmaster Guidelines
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And! Humans like it...
and share it.
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What is the goal? To move your audience
along the commitment funnel.
Awareness
Referral
Evalua@on
Interest
Purchase
Commitment
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The Foundation The recurring themes
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The Foundation
Develop your key messages
Define your audience
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Key Message Document Key Messages These are the 1 to 4 messages that you want to consistently communicate.
Benefits The benefits your products and services give to your consumers.
Supporting Facts The objective information that supports the key messages and benefits.
Key Message Suppor@ng Fact
Key Message
Benefit
Benefit
Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Elevator Speech Tagline
Emo@on
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Elevator Speech This is the 15 second speech that includes all of your key messages.
Tagline This is the emotional statement that is most closely tied to your company name.
Emotion The single emotion you want your customers to feel about your company.
Key Message Suppor@ng Fact
Key Message
Benefit
Benefit
Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Elevator Speech Tagline
Emo@on
Key Message Document
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Hi, I am John and I want to help you and your dog live happier lives together. My company provides dog services in Dallas including training, behavior consulta@on, dog walking, and play groups. I have been a dog lover my whole life and work with local shelters to help rehabilitate trauma@zed dogs. I understand dog behavior extremely well so I can recognize and quickly solve behavior issues. Also, I can teach you what you need to know so your dog knows that you are the pack leader. I have a specially designed van that I use to transport your dog to and from play groups. Please contact me for a no obliga@on consulta@on on how I can help you and your dog live happier lives together.
Using Key Elements for Content Key Message Suppor@ng Fact
Key Message
Benefit
Benefit
Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Suppor@ng Fact Suppor@ng Fact Suppor@ng Fact
Elevator Speech Tagline
Emo@on
Start with the story idea: Owner Welcome. Pull key message elements appropriate for the story. Fill in around the key message elements to complete the story. Here is a sample to help you visualize how it works.
Key Message Elements
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Target Audience More than one target? If you have more than one target for different aspects of your business you will need to define each.
Demographics Objective characteristics of your target: who they are.
Psychographics Lifestyle and value characteristics of your target: what they care about.
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Apple’s Genius Ads
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The Trees Create content
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Heart Wood vs. Veneer
Heart wood is original content from your heart.
Veneer is content that is not original but is consistent with your story.
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Anatomy of Content
Each element in your content should move your
prospect to the next element.
Commitment
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What are the content options? Content is developed for each stage.
Awareness
Referral
Evalua@on
Interest
Purchase
Commitment ? ?
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Paid adver@sing
Viral Content
Curated content
Pop culture comparisons
SEO considera@ons
Awareness and Interest
Awareness
Referral
Evalua@on
Interest
Purchase
Commitment
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Face Book Ad 1. Build off of your key messages.
2. The photo on your Face Book post should draw attention.
3. The headline of the post should qualify who should read.
4. The excerpt should help further qualify interest and make the reader want to click on the link.
5. The content will often lead to a call to action.
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Viral Content
Find content that you like and share with your audience You only need to have the most basic statement tying this content to your business theme Sample first line: “It all depends on your perspective.” Follow with appropriate key message elements.
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Curated Content
Do a search on a keyword term of interest to your customers. Identify three to five good articles on the topic. Summarize in your own words the key points of the articles and make sure to provide the link and credits to the original author.
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Pop Culture Comparisons
Compare/contrast your business/audience with popular movies, songs, TV shows, etc.
“Your not alone; we can help.”
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Guides
Exper@se
Work Examples
Evaluation Awareness
Referral
Evalua@on
Interest
Purchase
Commitment
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Guides This is a very powerful and
direct way to build trust with your prospects.
If you don’t have a guide then
your prospect will find the answer someplace else.
Create at least one guide that
you can give a prospect in exchange for their email.
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Email subscrip@on
Facebook like
Google + follow
Commitment Awareness
Referral
Evalua@on
Interest
Purchase
Commitment
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Commitment
This is what happens when people like your content.
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Commitment
This is what happens when people like your content.
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Discount
Limited @me offer
Request for business
Purchase Ask for the sale.
Awareness
Referral
Evalua@on
Interest
Purchase
Commitment
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Direct Sales Request Treat a prospective customer like a friend.
19 out of 20 times you interact with your friend
you are giving or sharing.
One time out of 20 you ask them to help you move a sofa.
It’s OK to ask someone for their business – it is expected. But treat them like a friend.
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Referrals/Testimonials
When you have a satisfied customer ask for a testimonial.
Write a draft for them that includes a couple of
examples from your key messages.
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Planting Your creative calendar
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Content Calendar 1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30 31
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Thank You!!!
Doug Barton ! !!
dbarton@[email protected]
hcp://www.linkedin.com/in/dougbartontx
214 682-‐6707