Content Marketing Overview by WordSouth.com
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The document discusses content marketing as a new approach for communicating and engaging with customers. It outlines how the media landscape and customer expectations have changed, requiring companies to think like publishers and create valuable, relevant content through strategies like articles, newsletters and social media. The key is developing a comprehensive content strategy to educate, inform and engage customers in a way that is consistent with business goals. This involves creating different types of content, distributing it across channels and obtaining support from all business areas.
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Content Marketing Overview by WordSouth.com
- 1. CONTENT MARKETING: A New Approach to Communicating, Marketing and Engaging with Your Customers WordSouth PUBLIC RELATIONS, INC.
- 2. THE WAY WE WERE Monopoly of Services “If you want it, you have to get it from me.” Limited Outlets to Reach Your Customers Newspaper - TV - Radio - Mail (maybe) Few Ways for Customers to Connect with One Another “Call me... or write me a letter...” WordSouth PUBLIC RELATIONS, INC.
- 3. THE WAY WE ARE Competition “I have alternatives...” Fragmented Media Traditional, online, mobile, social... Many Ways for Customers to Connect “Text me... or Twitter, Skype, Facebook, LinkedIn, Google+... what’s a letter?” WordSouth PUBLIC RELATIONS, INC.
- 4. ENTER CONTENT MARKETING WordSouth PUBLIC RELATIONS, INC.
- 5. WHAT IT IS Permission-based Pull, not push Information driven, not sales driven WordSouth PUBLIC RELATIONS, INC.
- 6. WHAT IT IS “Content marketing is marketers becoming publishers; owning the media instead of renting it. Attracting and retaining customers by creating/curating valuable, compelling and relevant content to maintain or change behavior.” — Joe Pulizzi, author of Get Content Get Customers and founder of The Content Marketing Institute
- 7. WHAT IT IS “Content marketing... is the only marketing left...” — Seth Godin, best-selling business author and marketing guru
- 8. B2B CONTENT MARKETING: 2010 Benchmarks, Budgets and Trends WordSouth PUBLIC RELATIONS, INC.
- 9. WordSouth PUBLIC RELATIONS, INC.
- 10. WordSouth PUBLIC RELATIONS, INC.
- 11. YOU’RE DOING IT NOW... WELL, SORTA... WordSouth PUBLIC RELATIONS, INC.
- 12. ARE YOU DOING THESE? Customer newsletter Bill inserts Local TV programming And maybe even... Articles on your website Email newsletters Facebook/Twitter/etc. WordSouth PUBLIC RELATIONS, INC.
- 13. SO WHAT IS THE DIFFERENCE? WordSouth PUBLIC RELATIONS, INC.
- 14. WHAT’S THE DIFFERENCE? Not strategic Not comprehensive, all-encompassing Not intentional, proactive Not as effective as could be WordSouth PUBLIC RELATIONS, INC.
- 15. SO CONTENT MARKETING IS NOT... WordSouth PUBLIC RELATIONS, INC.
- 16. WHAT IT’S NOT Content Marketing is not new and trendy John Deere started publishing a newsletter, “The Furrow” in the late 1800’s! WordSouth PUBLIC RELATIONS, INC.
- 17. WHAT IT’S NOT Content Marketing is not social media These are just tools in your overall content marketing strategy. WordSouth PUBLIC RELATIONS, INC.
- 18. WHAT IT’S NOT Content Marketing is not advertising “The difference is, a media company leverages content in order to sell paid content and sponsorships ... A non-media company needs to create that same type of content, but they do not get paid content or sponsorships -- they do it to sell products and services.” — Joe Pulizzi, author of Get Content Get Customers and founder of The Content Marketing Institute WordSouth PUBLIC RELATIONS, INC.
- 19. STOP Thinking like a marketer... WordSouth PUBLIC RELATIONS, INC.
- 20. START Thinking like a publisher! WordSouth PUBLIC RELATIONS, INC.
- 21. WHY? People want a good story People want information People want to connect WordSouth PUBLIC RELATIONS, INC.
- 22. CONTENT MARKETING: WHERE DO I BEGIN? WordSouth PUBLIC RELATIONS, INC.
- 23. MOST IMPORTANT STEP: DEVELOP A CONTENT STRATEGY WordSouth PUBLIC RELATIONS, INC.
- 24. HOW TO DEVELOP A CONTENT STRATEGY WordSouth PUBLIC RELATIONS, INC.
- 25. STEP BY STEP 1. Conduct a content audit Catalog every piece of content – from brochures and annual reports to websites and videos. WordSouth PUBLIC RELATIONS, INC.
- 26. STEP BY STEP 2. Determine the goals you want to accomplish Keep this simple to being with; you can alway expand on it later. WordSouth PUBLIC RELATIONS, INC.
- 27. When setting goals, you want your content to: Educate Teaching your audience how to use your services to improve their lives Inform Sharing information about technology, the telecom industry, your community and other related subjects Engage Providing opportunities for your customers to participate with your organization WordSouth PUBLIC RELATIONS, INC.
- 28. WordSouth PUBLIC RELATIONS, INC.
- 29. STEP BY STEP 3. Identify your voice Determine how articles will be written, what personality they will portray. WordSouth PUBLIC RELATIONS, INC.
- 30. STEP BY STEP 4. Identify a content manager Someone must be in charge, must ‘own’ the content WordSouth PUBLIC RELATIONS, INC.
- 31. STEP BY STEP 5. Solicit support from all employees Everyone needs to know your strategy and understand what you are trying to accomplish. Find employees in other departments who will come to you with ideas for content related to what they do each day. WordSouth PUBLIC RELATIONS, INC.
- 32. STEP BY STEP 6. Develop an editorial calendar This document should provide an outline of the types of content you plan to develop and where you will deploy it. WordSouth PUBLIC RELATIONS, INC.
- 33. STEP BY STEP 7. Develop good content that focuses on customer needs Avoid the urge to push your services. Provide engaging content that you would want to read. WordSouth PUBLIC RELATIONS, INC.
- 34. STEP BY STEP 8. Hire a journalist, or partner with an agency As with anything else, you must have the professional resources available to successfully do the job. WordSouth PUBLIC RELATIONS, INC.
- 35. IMPORTANT TIPS WordSouth PUBLIC RELATIONS, INC.
- 36. IMPORTANT TIPS 1. Start small and simple - you can’t do it all at once 2. Repurpose content (ex: video an interview with a member, write about them in your newsletter and develop a profile to show on your local channel) 3. Cross-promote content (talk about your newsletter on Twitter, post clips from local channel on YouTube, etc.) 4. Create ways for audience to provide feedback 5. Engage daily with online presence – have a conversation with visitors WordSouth PUBLIC RELATIONS, INC.
- 37. A FEW PRINCIPLES WordSouth PUBLIC RELATIONS, INC.
- 38. PRINCIPLES Be Proactive Decide as an organization to take 100% responsibility for your message, your image, your brand. Be Consistent When you decide who you really want to be in the lives of your customers, be that company everywhere they encounter you. Be Intentional Know what you want to accomplish, set clear goals and take steps in that direction every single day. WordSouth PUBLIC RELATIONS, INC.
- 39. PRINCIPLES Be Excellent Begin your efforts with the commitment to do the best job possible with the resources you have. Be Patient It won’t all come together in one day. Or month. Understand that building and implementing a successful content strategy is a long-range project. WordSouth PUBLIC RELATIONS, INC.
- 40. THANK YOU WordSouth PUBLIC RELATIONS, INC.
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