put content marketing to work on your website
DESCRIPTION
This is a presentation targeting small business owners and executives to help them think about how to use content marketing to improve the effectiveness and appeal of their websites.TRANSCRIPT
![Page 1: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/1.jpg)
Welcome Fellow Marketers!
![Page 2: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/2.jpg)
Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution
How you can put content marketing to work on your website!
![Page 3: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/3.jpg)
This Morning: Listening, Learning, Doing
• Why Content Marketing is the Future of Marketing• Why Your Website is Vital to Your Success• Building a Customer-centric Website Together
![Page 4: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/4.jpg)
Why Old-fashioned Marketing Stopped Working
![Page 5: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/5.jpg)
The Real Reason We’re Not Buying Cars
![Page 6: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/6.jpg)
Marketing from 1948 to 1998: Almost Nothing Changed
![Page 7: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/7.jpg)
Timeless Marketing Commandments
• Your job: – B to B: Make your customers successful– B to C: Make your customers’ lives better
• 1st understand, then be understood
• Listen, really listen to your customers
• Engage your customers in dialogue
![Page 8: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/8.jpg)
How Your Buyers Used to Find Solutions to Their Needs:
• Talk to company sales reps
• Read trade publication ads and articles
• Read product literature• Go to trade shows• Talk to colleagues
• TV, Radio, Print, Outdoor Advertising
• Yellow Pages• See your business sign• Read an article about you• Talk to trusted friends
Business 2 Business Business 2 Consumer
![Page 9: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/9.jpg)
Marketing from 1998 to 2008:
Almost Everything Changed
![Page 10: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/10.jpg)
Buying Transformation
• Make up their own minds
• Thorough research before contact
• Don’t want to be interrupted
• Don’t want to be sold
![Page 11: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/11.jpg)
21st Century Marketing: Traditional Media Can’t Do the Job
![Page 12: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/12.jpg)
The Fate of Marketers Who Fail To Make Fundamental Changes
![Page 13: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/13.jpg)
“Your Brand is What Google Says It Is,”-Author, David Meerman Scott
![Page 14: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/14.jpg)
It’s All About Content Marketing
Your buyers find you online
![Page 15: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/15.jpg)
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
![Page 16: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/16.jpg)
3 Very Different Content Marketing Success Stories
• David Lawrence Center
• Dustin Meyer
• Sky Road Consulting
![Page 17: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/17.jpg)
David Lawrence Center:Becoming Really Accessible
• Trista Meister is only communications person
• Partnered with local web design firm
• Old website was content challenged
• New website is content-rich
• Easy entry for future clients
• Complements fundraising
![Page 18: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/18.jpg)
Old David Lawrence Website
![Page 19: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/19.jpg)
Old David Lawrence Interior Page
![Page 20: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/20.jpg)
New David Lawrence Website
![Page 21: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/21.jpg)
When You Really Need Help
![Page 22: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/22.jpg)
Facebook & Photographer
• Young demographic
• Word of mouse
• Visual power
• Go direct to students
• 50+% $$ from FB
![Page 23: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/23.jpg)
Small Companies Benefit the Most from Great Websites
![Page 24: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/24.jpg)
Let Your Visitors Drill Down
![Page 25: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/25.jpg)
Kevin’s Words of Wisdom Apply to Your Website, Too!
“Publishers sometimes seem to forget that their audience expertise is their greatest asset.”
![Page 26: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/26.jpg)
The Key to Successful Content Marketing:
Translate Your In-Depth Customer Understanding into Relevant and
Compelling Content
![Page 27: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/27.jpg)
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
![Page 28: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/28.jpg)
Now We Roll Up Our Virtual Sleeves
We’re going to create a small business website that delivers
content and customers
![Page 29: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/29.jpg)
Hyper Local Magazine
![Page 30: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/30.jpg)
Nice ¼ Page Ad in BB Journal
What’s missing from this ad?
![Page 31: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/31.jpg)
What’s Your Next Step?
![Page 32: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/32.jpg)
Not Much Help from
![Page 33: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/33.jpg)
How Many$$$ for Online Yellow Book?
![Page 34: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/34.jpg)
After checking 6 links, I Still Have Serious Unanswered Questions
• Does this agency understand my insurance problems?
• Do they have the expertise to solve my insurance problems?
• How are they unique?
• Can I can trust this agency?
• If they don’t have a website, can I take them seriously?
![Page 35: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/35.jpg)
Just Any Website Won’t Do
It’s all about the company and not about their customers’ problems
![Page 36: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/36.jpg)
It’s Not Enough to Provide A Smattering of Information
![Page 37: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/37.jpg)
Don’t Be An Online Used Car Sales Guy!
![Page 38: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/38.jpg)
Award Winner for Content Not for Being Graphically Cool
![Page 39: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/39.jpg)
Making Renter’s Insurance Relevant and Compelling
![Page 40: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/40.jpg)
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
![Page 41: Put Content Marketing To Work On Your Website](https://reader036.vdocuments.us/reader036/viewer/2022070301/5462e1e2af79595f5c8b4dad/html5/thumbnails/41.jpg)
Your Next Steps: Answer These Questions
• Who are your ideal customers?
• What are their most pressing problems?
• What online information can you provide to solve those problems?
• What changes are essential to rebuild your website to make it customer-centric and content rich?