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Content Marketing
How to use contentto win business, and
build trust…
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www.woodstreet.com @jonmikelbailey
What is Content Marketing?“Traditional marketing and advertising is telling the
world you’re a rock star.
Content Marketing is showing the world that you are one.”
- Robert Rose, from Content Marketing Institute
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What we’ll talk about1. Types of Content
2. Buyer Personas
3. Content marketing channels…
Social, Email, Blog, Mobile
4. Editorial Calendars
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Types of Content“Expert” Content• Reviews• Testimonials• Instructional Posts
Educational Content• Blogs• Videos• Podcasts
Curated Content• RSS Feeds• Social Marketing• Channels like ScoopIt!
Conversion Content• Product Overviews• Email Newsletters• Landing Pages
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Expert ContentYou are an expert! Yes, you!
How does your audience know this?• Others tell them
• You show them how to do things
• You answer their questions
• You have fans promote your stuff
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Educational ContentYour target audience needs your help!
They don’t know what you know!• Write how-top posts
• Top 10 Lists
• Instructional video and podcasts
• Your expert knowledge in their language
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Curated ContentYour are not the only resource!
Share other’s useful content!• Gather content via email, alerts & RSS
• Share that content on social channels
• Open up guest posting on your blog
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Conversion ContentYou still need to sell!
How can you use content to convert?• “Give away” eBooks, Whitepapers
• Instructional content with a call to action
• Content makes the sale,
explain the benefits
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Buyer PersonasDefine Your Target Audience
1. Identify groups
2. Develop “characters”
3. List common characteristics
4. List their needs
5. List your goals
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www.woodstreet.com @jonmikelbailey
Buyer Personas
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
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First Exercise – Buyer Persona Chart
1. Develop buyer persona
chart for one member
2. Share and discuss
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Content Marketing Channels
• These are your content “outposts”
• Use content to attract site visitors
• Build your blog outreach
• Become a resource
• Seek syndication
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Content Marketing Channels
• Social channels
• Email Newsletters
• Seminars and SlideShare
• BizSugar and other directories
• Optimize for mobile!!!
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Editorial CalendarMonth Topic Date Author Persona Channels
Jan Mobile Marketing 1/7/13 Jon Brad Social…
Feb Trade Show Mktg 2/7/13 Jon Jennifer Email…
Chart Headings:
• Date• Title/Description• Status• Due Date
• Publish Date• Type of Content• Producer• Editor
• Target Audience• Distribution Channels• Promotion Channels• Tags
• Metrics• Notes
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Exercise: Editorial Calendar
Chart Headings:
• Date• Title/Description• Status• Due Date
• Publish Date• Type of Content• Producer• Editor
• Target Audience• Distribution Channels• Promotion Channels• Tags
• Metrics• Notes
Develop a sample 3 month editorial calendar for same company as the personas…
1. Same company2. Use headings below
Month Topic Date Author Persona Channels
Jan Mobile Marketing 1/7/13 Jon Brad Social…
Feb Trade Show Mktg 2/7/13 Jon Jennifer Email…
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And I’ll leave you with a quote…I asked Ann Handley, author of Content Rules,what the most important takeaway from her book was…
“Be relentlessly customer-focused and not corporate-focused. Ask yourself, as a business owner…
‘What marketing will my customer THANK me for?’”
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www.woodstreet.com @jonmikelbailey
QUESTIONS???Suggested resources:
www.woodstreet.com
www.marketingprofs.com
www.contentmarketinginstitute.com
www.zeromomentoftruth.com
www.mediapost.com
www.heidicohen.com
Contact me:
www.woodstreet.com
@woodstreetweb
@jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x101
Read these two books… Content Rules! And Optimize!