Content marketing is a critical part of an overall Internet marketing, social media marketing plan of action. It provides wanted and needed information for prospects and brand advocates.

1. Dead Simple Social Media Series™
Effective Content Marketing for
Professionals and Small Business
Presenter: Doug Hay, CEO

2. Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker -
presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program

3. Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training
Ask for a complementary consultation

4. Free Consultation on Your
Internet Action Plan
A $250 Value
Email or Call Today!
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306
Toll Free: 877-226-3823

5. Dead Simple Social Media Series
• Social media overview
• Blogging
• Google+
• Facebook
• Twitter
• Pinterest
• LinkedIn
• Using a Dashboard
• Content Marketing

6. Agenda
• Presentation
• Q&A – write questions in Webinar questions
console.
• They will be answered at the end of the
presentation.
To get a copy of the presentation email:
doug@doughayassoc.com

7. Social Media: Describes the online
tools that people use to share
content, profiles, opinions,
insights, experiences,
perspectives and media itself, thus
facilitating conversations and
interaction online between
groups of people.
- Brian Solis, author

8. Book: Cluetrain Manifesto
―A powerful global conversation
has begun. Through the
Internet, people are discovering
and inventing new ways to
share relevant knowledge with
blinding speed.
―As a direct result, markets are
getting smarter— and getting
smarter faster than most
companies.‖
Read the book for Free
http://www.cluetrain.com/book/index.html

9. Social Media is for Leads
and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

10. Content marketing
is the creation and publishing
of quality, meaningful and
distinctive content for the
purpose of generating
discussion, growing a
following and developing a
social presence now expected
by the search engines.

11. Survey:
Effectiveness
of top SEO
tactics.

14. ―Content
Marketing is
all the
marketing
that’s left.‖
- Seth Godin

15. Universal Search
Google Universal

16. More than eight out of ten companies surveyed
said they were using some type of content
marketing to better engage with potential
and existing clients.
―The future of marketing is not about selling so
much as it is about engaging. This is what
resonates with customers and why marketers
have embraced content marketing in such
large numbers."
Source: Survey, conducted by HiveFire

19. New Marketing
Brand Brand
Brand Brand Brand
Brand
Brand Brand
Brand

21. ―Those who insert themselves into as
many channels as possible look set to
capture the most value.
―They’ll be the richest, the most
successful, the most connected, capable
and influential among us.
―We’re all publishers now, and the more
we publish, the more valuable
connections we’ll make.‖ -Pete Cashmore, Founder
of Mashable

22. A word about
reputation
management:
People interested in
your products or
services will go to
the Internet to check
you out.
Do you like everything
on page 1 an 2 about
you on Google?

23. ――You can buy attention (advertising).
―You can beg for attention from the media
(PR).
―You can bug people one at a time to get
attention (sales).
―Or you can earn attention by creating
something interesting and valuable and
then publishing it online for free.‖
–David Meerman Scott, Best-Selling Author & Speaker

24. People buy from people they like and trust.
What better way to gain trust than being a
source of quality content that your readers
trust.

26. 55% of consumers said they would be more apt to buy another product from a
company who provides them with custom content. 68% like custom content
because it’s tailored to their interests. - Custom Content Council

27. Social
networks
thrive on
good
content

28. Level of effectiveness in achieving
marketing objectives, by content Type

29. Content is King
Search Engines
Search engines
will crawl your
website more
often if you
have a
website/blog
which is
updated
regularly

30. Research
Click thru Goals
to website
Content
Engage
Strategy
Create
Publish
Content

31. Content Marketing
for Small-Medium
Business Success

32. 12 Action Items

33. 1. Your Website

34. Turn website
visitors into
leads which
leads to
prospects
which leads to
sales.

35. Landing Pages
• Offer worked out
• Strong headline
• Compelling copy
• Benefits
• Call to action

36. 2. Blog

37. Blogging Attracts More
Visitors

38. Blogging Generates Leads

39. 3. Email
Newsletter

40. Newsletter Benefits
• Controlled 100% by you
• An email campaign will educate customers
& prospects
• Gives pre-release offers to enhance sales
• News of interest to your audiences
• High ROI

41. 4. Testimonials

43. Case Study: User Reviews
User-Generated Content: Organic search up 10%,
conversion up 125% with rich product reviews
The reviews also brought the following results in Q4 2011:
- 125% higher conversion rate for visitors who interacted
with them
- 157% higher time-on-site for visitors who interacted with
them
- 111% higher page-views-per-visit for those who
interacted with them
Source: Marketing Sherpa, Coffee For Less

44. 5. Video

45. You Tube
• Over 4 billion
views daily
• 3rd most popular
website on the
Internet
• How to is popular
• Humor
• Doesn’t need to be
a Hollywood
production
Image credit: Blendtec

46. 6. Online
Press
Releases

47. 7. Case Studies

48. 8. White Papers

49. 9. Published Articles

50. 10. E-Book

51. 11. Media
(Section of Website)

52. 12. Micro Blogging

53. More Ideas for Content
• Guest blogging
• Webinars
• Books & audio books
• Infographics
• Speaking engagements
• Mobile Aps
• Podcasts
• Video blog
• Market research – published
• Social media networks
• Screencasts (step-by-step
instructions)

54. Blog
Audio Newsletter
Website
Video Articles
Press
Releases

55. Think Like a Publisher

56. Editorial Plan
• Determine content to be created
• Ensure keyword research is done
• Assign it someone or outsource it
• Set up a calendar to track it
• Do a monthly review of the targets done and
results e.g. keyword ranking results would
influence future content creation around
certain keywords
• Repeat

57. The more quality content you
create and publish…

58. …the more business you will get.

59. Takeaways
Do your homework
Create an editorial calendar
Get the content created
Get it published – website and more
Monthly review & adjust
Repeat successful actions

60. Free Initial Consultation
Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306
877-226-3823
Website: www.resultspm.com
Twitter: www.twitter.com/doughay
Facebook: http://www.facebook.com/doug.hay
LinkedIn: www.linkedin.com/in/doughay

61. Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be reproduced,
distributed, transmitted, displayed, published or
broadcast without the prior written permission of
Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.