Learn how to drive traffic to your website.
- Understand what content marketing is and why it works
- Learn to create your own content strategy
- Create you own content calendar and learn how you can fill it for an entire year
3. Why Content Marketing Matters
Content Marketing means creating and
sharing valuable free content to attract
and convert prospects into customers,
and customers into repeat buyers
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4. Why Content Marketing Works
• Demonstrates your expertise
• Provide a sense of who you are and how you
work – before they buy
• Create trust and loyalty when you’re giving
something away for free
– People buy from someone they trust
• Attract targeted prospects inline with content
slideshare.net/RaniMonson @RaniMakingMkt
5. Tips on Content
Marketing
• Accuracy counts
• Quality matters
• Content can be lots of
things
– Photos: Flickr, Instagram
– Videos: YouTube
– Infographics
slideshare.net/RaniMonson @RaniMakingMkt
7. Don’t Confuse Social Media Tools With Content
• Businesses rush to jump on
social media
• Often don’t stop to think
– What they want to say
– Who they want to say it to
– aka a Content Strategy
• Key is to remember social
media is a vehicle - only
– It drives traffic to your content
– But your content needs to add
value
slideshare.net/RaniMonson @RaniMakingMkt
9. Many Skip a Content Strategy
slideshare.net/RaniMonson @RaniMakingMkt
10. Content Strategy: Key Messages
• Create 1-3 Key Messages
– The will be repeated over and over and over again
– Verbatim: not the time to be creative
– This is how you build a brand
– Basis of your content strategy
• Key Messages can answer:
– Why business is unique / competitive advantage
– Why you’re better than the competition
– Why clients refer business to you
slideshare.net/RaniMonson @RaniMakingMkt
13. Content Calendar
• Plan ahead to reinforce
your key messages
• Block out rolling 13
months of what you
know
• Holidays
• Seasons
• Industry events /
conferences
• Your vacation
slideshare.net/RaniMonson @RaniMakingMkt
14. Evergreen Content
Examples
What is it? • FAQs
• It’s always relevant / • Case studies
green • Lessons learned
• Recycle popular content
• Plan: Ready ahead of
• Guest writers
time • How-to guides
• Have a list handy – plug • Q&A
in as needed • Curate a list of content
from others
• Historical industry info
• Calendar of events
slideshare.net/RaniMonson @RaniMakingMkt
15. Augment With Timely Content
Typically safe: Be careful with:
• Industry news • Current events
• Emerging trends • Politics
• Data / facts • Religion
• Research reports
Did you know
today is
“Swim a Lap
Day”?
slideshare.net/RaniMonson @RaniMakingMkt
16. Other Ideas
• Content isn’t just words: Videos,
Photos, etc
• Look to Pop culture: TV, Music,
Movies
• Study other Media: Magazines,
Books, Talk Shows
• Share an alternative view
• Truth is stranger than fiction
slideshare.net/RaniMonson @RaniMakingMkt
17. Tips
• Schedule a deadline for
yourself
– Don’t procrastinate
– Hardest part getting started
• Read your content to
yourself – out loud
• Ask someone else to read it
• Remember: It will get easier
slideshare.net/RaniMonson @RaniMakingMkt
18. If You’re Still Worried…
• It’s digital!
– You can always fix
it later
– Hit delete
slideshare.net/RaniMonson @RaniMakingMkt