Content Marketing: How to Successfully Convert Content into Customers
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The document outlines the importance and strategy of content marketing, emphasizing its ability to generate leads, build trust, and enhance brand visibility. It provides guidelines on creating and publishing valuable content tailored to the audience's needs while advising on tools and processes for effective measurement and adjustment. The key takeaways highlight the necessity of planning, creating, and sharing content across multiple platforms to drive engagement and lead generation.
Content Marketing: How to Successfully Convert Content into Customers
- 1. From Content to Customers
- 2. Max Silver Social Media Training Manager 617-329-9835 msilver@451marketing.com www.linkedin.com/in/maxesilver @maxesilver www.451Marketing.com
- 3. “Content marketing is the only marketing left” -Seth Godin
- 4. What is Content Marketing? Creating and delivering valuable content to your target audience
- 5. Why Content Marketing? • Generates 3x more leads than traditional marketing • Build trust, create value among suspects – people who want to know what you know, not what you sell (not yet) • Decrease costs, increase customers, scalable/repeatable
- 6. Why Content Marketing? • Position as an expert • Attract new customers • Maintain a dialogue with existing and past clients • Increase social signals
- 7. What is Content? Whitepapers, eBooks, Blog and Social Posts Images and Infographics Case Studies Audio or Video Events and Content from Content Email Newsletters Events (Webinars, Workshops)
- 8. Cornerstone of Marketing Brand Voice & SEO Social Media Personality Content Marketing
- 9. Content Directly Affects Search
- 10. Content Marketing Does NOT Doesn’t directly convert or sell
- 11. Content Marketing Does Does help push leads down the funnel
- 12. Content Marketing Strategy 1 PLAN 4 MEASURE 2 CREATE 3 PUBLISH
- 13. Who is Your Audience? Who are your ideal customers?
- 14. Who is Your Audience? Moms Millennials CIOs Think about your current customers…
- 15. Who is Your Audience? Content you create should address your customers’ pain points: • a need • a problem • a desire • a challenge What are their biggest pain points/needs?
- 16. Identifying Pain Points • Check out common search inquiries around your product or industry using Google Search Trends and Google Keyword Tool • Address FAQs – ask your sales people what customers are asking them Do your research – what do your customers need?
- 17. Where is Your Audience? Do your research, know your platforms! For instance: • City dwellers are significantly more likely than rural residents to be on Twitter • Women are five times as likely as men to use Pinterest • Baby boomers are the fastest growing segment of Facebook Where do they find information online? Source: Pew Research Center
- 18. Audit Current Content Catalog any existing content and categorize by: Type Topic Date Persona Repurpose content that is outdated but still valuable Identify holes or missing content
- 19. Incorporate Social & Search Goals What things do you need to rank for in social and search?
- 20. Define Major Topics • What do you know? • Fill in content gaps from your audit… • Think about achieving search and social goals What do you want to be known for?
- 21. Define Team/Roles • Designate an overall content coordinator • Have coordinator from each functional area • Designate members of senior management team to oversee/contribute – adds to validity Set clear roles, expectations, and standards
- 22. Create a Content Calendar • Color code by content type • Clearly define ownership • Create a checklist for social media promotion • Share as far in advance as possible to allow time for creation Use a shared calendar such as Google Calendar to share content plan internally
- 23. As You Are Creating, Ask… Is this content... Unique? Fun? Credible? Inspirational? Beneficial to Share? …Does this Inspire Sharing?
- 24. Portable Content Answers Popular Questions – “How To”
- 27. Portable Content Top 10s, Best ofs, and Countdowns
- 28. Tools for Content Creation • Set up Google alerts • Set up streams in Hootsuite (social listings)
- 29. Publish
- 30. Make Sharing Simple! Links to social properties on website Share buttons with content
- 31. Measure and Adjust What’s getting shared the most, by who, and when?
- 32. Build Trust • Be consistent • Be generous • Become the authority Follow through with your strategy – make sure your audience can count on regular content
- 33. Takeaways: Content marketing is a great way to build trust, enhance social media and search marketing, and increase lead flow. 1. Plan Define audience and needs Audit current content Incorporate social and search goals Define major topics Define team/roles Create a calendar 2. Create Create relevant, portable content 3. Publish Publish content across platforms – make it shareable! 4. Measure Measure effectiveness and adjust
- 34. Questions?
- 35. Integrated Communications Campaigns The experienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns supported by a full-service creative team. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
- 36. The 451 Marketing Philosophy Understanding that there is a typical psychological process to how people make buying (or conversion) decisions, 451 Marketing takes a holistic approach to marketing. Our team of public relations professionals, social media specialists and search marketing experts work together to reach your target audience at every stage of the evaluation and purchase process.
- 37. From Content to Customers
- 38. 43 MEASURE 1 PLAN 2 PUBLISH CREATE