power content -- you have it! now use it!
TRANSCRIPT
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Power Content – You Have It! Now Use It!Tuesday, June 14, 201611:30-12:30 PM
KiKi L’Italien, CEO and Founder, Amplified Growth @kikilitalien
Scott Oser, President, Scott Oser Associates @scottoser
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How We Define Content Marketing
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Content Marketing Institute
#MMCConf @kikilitalien @scottoser
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Contents Strategy vs Content Marketing
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Why Strategy is Critical
• Feeding the content beast• More channels, more problems• Meeting your audience where they are• SEO impact• Providing value
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Key Steps in Content Marketing
1. Goals2. Target Audience(s) and Buyer Personas3. Identifying and Implementing Content
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Goals
• Meaningful, measurable, time-bound• Content inventory and process• Objectives and metrics
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1. Background2. Demo3. Identifiers4. Goals5. Challenges
Buyer Personas
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Take Action: Create Your Buyer Persona
• Background• Demo• Identifiers• Goals• Challenges
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Types of Content & Types of Channels• Video
• Short form vs. Long form• DIY vs. Professional• GIFs• Livestreaming
• Audio• Podcasts• Webinars
• Infographic• Text
• Articles• Blog posts• Lead magnets• Email• Direct mail• E-newsletters• E-books• White papers
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Goal: Content for Leads
Prospects
Interest
Awareness
• Landing pages
• Videos• Gamification
• Infographics• Checklists
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Goal: Content for Prospects
Conversion
Evaluation
Intent
Consideration
• How-to guides/videos
• Social media engagement
• White papers• E-books• Informative webinars
• Customer reviews and testimonials
• Data sheets for comparison
• Service/Product demo videos
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Content for Members: Relationship & RetentionRelationship• Blog posts• Newsletters• Social media engagement
Retention• Special offers and coupons • Contests and giveaways• Recognition
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Take Action: Content BINGO
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Content Repurposing In Action
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What’s Your Top Takeaway? Take Action!
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Contact UsKiKi L’ItalienCEO & FounderAmplified Growth, [email protected] 240-277-7286
Scott OserPresidentScott Oser [email protected] 301-279-0468
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Tools That Will Make You Believe in Magic
• Animaker• Showbox• Adobe Spark• Canva• Visualize.me• Easel.ly• Wirecast• SimilarWeb• Fiverr• 99Designs