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Content is King:
Content Marketing for
SMEs
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Learning Objectives
• To understand what content marketing is
• Why changes in marketing require us to become content marketing practitioners
• How to manage changes in buyer behaviour and engage customers
• How and when to use the most important types of content to connect with customers in print and online.
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Introduction
What is content marketing?
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Understanding and listening to your customers…
… and delivering what they need and want
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Why are Businesses Making the Change to Content
Marketing?
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1. Change in buyer attitudes toward social media and the credibility of content
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2. Traditional media sources can’t be counted on to assist you in reaching your customers
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3. Shrinking media company budgets reduce content quality
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4. Selling to your customers is becoming more challenging…
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5. Because technology is both cheap and easy to use, even small companies can deliver great content
solutions to a targeted customer base.
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Because people expect more engaging content...
Look at the data.
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Content: Channels and Strategies
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Websites…
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The Problem?
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Social Media Channels
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Competitions
Updates
Photos / Videos
Polls
Discussions
Events
Announcements
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The Facebook Content Checklist from Econsultancy
• Do you use the status update bar more than
once a day?
• Have you added upcoming events?
• Does your page have fun, widgets or games?
• Do you have a store locater?
• Do you ask for feedback from fans?
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• Does your content make your fans feel special?
• Does your content promote fan involvement?
• Is it interesting and informative?
• Do you reward your most active Facebook fans?
• Do you have content that is only used on your
Facebook page?
The Facebook Content Checklist from Econsultancy
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Video…
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Promote a Spokesperson?
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Demonstrate a Product?
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Market an Event?
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Video PR Tips
• Be Realistic
• Be Relevant
• Promote and Share
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Whitepapers…
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“The term white paper...... refers to documents used by businesses as marketing or sales tools. They argue that the benefits of a particular technology, product or policy are superior for solving a specific problem”
(Source: Wikipedia)
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Blogs…
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Great for B2B engagement.......
If you have time !
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Making Great Content Happen
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1. Determine Which Organisational Goals Will Be Affected by the Content
Programme
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Increase number of customers by 20%
Generate an average of 10% revenue growth with our top 20% of customers
Sell consulting packages to 10 new customers in 2011
Decrease customer service calls by 20%
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2. Determine the Informational Needs of the Buyer
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Via…
• Phone calls and in-person meetings with customers – including people that you think should be customers
• Zoomerang or Survey Monkey e-mail surveys to customers and prospects
• Discussions with your customer service and sales personnel
• Listening to your customers with Google Alerts and Twitter
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3. Determine What You Want Your Customer to Do and Why This Helps the
Business
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• Downloading a white paper to extract more customer information
• Signing up for an e-newsletter or e-zine to begin creating a relationship with a prospect
• A trial offer or demo that begins a conversation between you and the customer
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4. Determine the Product and Content Mix
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Case Studies
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Case Study 1
Miller Welds
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Miller Welds – Who are they?
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Content Marketing ObjectiveTo achieve an in-depth understanding of its customers so
that it can provide content that is relevant to helping them with critical welding-related issues.
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How Miller Welds Embraced Content Marketing…
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Website and Micro sites…
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Product Simulators…
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E-Newsletters...
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Blog…
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Social Networks…
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The Results for Miller Welds…
Intense customer focus in the creation of broad-range content marketing underlies strong multiyear, double digit revenue growth.
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Case Study 2
Kitchen Studio of Naples Inc.
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Kitchen Studio of Naples – Who are they?
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Content Marketing Objective
To use content marketing to increase visibility, credibility and
revenues.
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How Kitchen Studio of Naples Embraced Content Marketing…
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Website…
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Blog & RSS Feed…
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User Generated Content in The Naples Daily News Blog…
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Social Networks…
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The Results for Kitchen Studio of Naples…
Ann Porter has received a tangible return on her marketing investment in a 3-pronged Web Strategy.
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Content Marketing
Best Practice
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• Content marketing enables organisations of every size to attract and retain more customers
• It increases visibility, credibility and revenues
• To connect with your customers, your content must be vital to your customers’ informational needs while serving your underlying marketing objectives
• If you deliver great content you will get permission to capture critical customer data which will allow regular contact
• Regular contact allows you to market the product and service solutions your customers really need
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Resources
Visit…
• http://www.contentmarketinginstitute.com/
• http://contentmarketingtoday.com/
• http://searchengineland.com/a-six-step-content-marketing-check-up-for-b2b-marketers-32799
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www.linkedin.com/in/paulmcgarrity
www.OctaveOC.com
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