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How to develop and execute your content strategy yourself

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Learn how to build your brand and then create a content strategy to keep current customers and attract new ones. Why content marketing? It has the highest ROI and is the most effective approach for small businesses.

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How to develop and execute your content strategy yourself

  1. 1. @RaniMonson@RainMakingMkt How to Develop & Execute Your Content Strategy
  2. 2. @RaniMonson@RainMakingMkt Hypocrite Oath
  3. 3. @RaniMonson@RainMakingMkt Let’s Make the Most of Our Time slideshare.net/ranimonson/
  4. 4. @RaniMonson@RainMakingMkt Your Content Strategy Formula Your Brand + Customers’ Concerns / Interests + Relevant Topics = Your Content Strategy
  5. 5. @RaniMonson@RainMakingMkt Your Content Strategy Formula Your Brand + Customers’ Concerns / Interests + Relevant Topics = Your Content Strategy
  6. 6. @RaniMonson@RainMakingMkt Seth Godin’s Definition of a Brand A brand is the set of expectations, memories, stori es and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
  7. 7. @RaniMonson@RainMakingMkt Your Brand • Brand is the single largest asset of any organization • Your job is to protect the brand by communicating clearly & consistently what the brand stands for – And what it doesn’t represent
  8. 8. @RaniMonson@RainMakingMkt Source: SocialMediaToday
  9. 9. @RaniMonson@RainMakingMkt Your Branding • A clear set of short, concise messages that communicate the benefits of the brand • Establishing an image and communicating it consistently is required for any brand to establish itself and to build awareness • This becomes the platform for all communication tactics and marketing efforts
  10. 10. @RaniMonson@RainMakingMkt Defining Your Brand • Start with the 5 W’s – Who – What – Where – When – Why • Don’t forget “how”
  11. 11. @RaniMonson@RainMakingMkt Be Memorable • What is unique about your brand? • How are you different from the competitor? • Why are you the best firm for the job?
  12. 12. @RaniMonson@RainMakingMkt Stuck? • Ask you customers – Why did they hire you – Consider a survey • Look at companies / brands you aspire to emulate • Review keywords being searched for on Google in your field • Know the competition
  13. 13. @RaniMonson@RainMakingMkt LET’S TALK ABOUT CONTENT ALREADY
  14. 14. @RaniMonson@RainMakingMkt What is Content, Exactly? • Content = Information • Information (aka content) can take many forms and formats – Text – Photos – Infographics – Testimonials – Audio – Video @RaniMonson
  15. 15. @RaniMonson@RainMakingMkt Don’t Confuse Social Media 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 isn’t Social Media @RaniMonson
  16. 16. @RaniMonson@RainMakingMkt What Content Marketing Isn’t • A hard sell • A push of your product / service / offering • Icky
  17. 17. @RaniMonson@RainMakingMkt What’s Content Marketing Is: Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.
  18. 18. @RaniMonson@RainMakingMkt Examples: • White papers • ebooks • Infographics • Case studies • how-to guides • Q&A’s • Photos • Testimonials • Video • Audio Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers
  19. 19. @RaniMonson@RainMakingMkt 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 aligned with your content
  20. 20. @RaniMonson@RainMakingMkt Expectations of Content Marketing 1) Brand awareness -- 79% 2) Customer acquisition -- 74% 3) Lead generation -- 71%
  21. 21. @RaniMonson@RainMakingMkt Importance of Content Increasing • 91% of now use content marketing • 54% of plan to increase or significantly increase content marketing spend over next 12 months • On average, 33% of the marketing budget will be spent on B2B content marketing • And the amount being spent is growing! – Hello career change!
  22. 22. @RaniMonson@RainMakingMkt The Smaller the Company (Budget)… • The more important content marketing is • Most cost-effective with the highest ROI
  23. 23. @RaniMonson@RainMakingMkt TELL ME HOW TO CREATE CONTENT ALREADY…
  24. 24. @RaniMonson@RainMakingMkt Your Content Strategy Formula Your Brand + Customers’ Concerns / Interests + Relevant Topics = Your Content Strategy
  25. 25. @RaniMonson@RainMakingMkt Think About Your Target Audience(s) • Current Customers – Much cheaper / easier to keep them vs. finding new ones • New Customers • Are these the “same” or “different”?
  26. 26. @RaniMonson@RainMakingMkt How Can You Help Them? • Share info that will make them sleep better at night • Help them do their job better • Impress their boss • Sound super smart / funny at a cocktail party • Your content is for these people!! • They are the essence of your content strategy
  27. 27. @RaniMonson@RainMakingMkt Frequency • To-Do: – Identify how frequently you can share content – Be realistic
  28. 28. @RaniMonson@RainMakingMkt Create a Content Calendar • It doesn’t have to be fancy • Make it something you will use
  29. 29. @RaniMonson@RainMakingMkt 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
  30. 30. @RaniMonson@RainMakingMkt Drive Content Marketing Strategy from Your Blog
  31. 31. @RaniMonson@RainMakingMkt
  32. 32. @RaniMonson@RainMakingMkt Identify | Create Content
  33. 33. @RaniMonson@RainMakingMkt Curate Content for Calendar • It Doesn’t All Have to be Original – Content you curate is created by someone else – And you give them credit for their work • Don’t plagiarize, steal, etc. – It’s bad content karma • Sources: – Industry websites / trade publications / analysts – Your business partners – Guest bloggers – Competitors @RaniMonson
  34. 34. @RaniMonson@RainMakingMkt Create Evergreen Content What is it? • It’s always relevant / green • Plan: Ready ahead of time • Have a list handy – plug in as needed Examples • FAQs • Case studies • Lessons learned • Recycle popular content • Guest writers • How-to guides • Q&A • Historical industry info • Calendar of events
  35. 35. @RaniMonson@RainMakingMkt Augment With Timely Content Typically safe: • Industry news • Emerging trends • Data / facts • Research reports Be careful with: • Current events • Politics • Religion
  36. 36. @RaniMonson@RainMakingMkt
  37. 37. @RaniMonson@RainMakingMkt Share Content • Post to blog • Repost / repurpose your own content – Share on LinkedIn / social • Start a dialogue – Email newsletter • To Do: – Identify where to share
  38. 38. @RaniMonson@RainMakingMkt Additional Tips • Read your content to yourself – out loud • Ask someone else to read it • It’s digital! – You can always fix it later | Hit delete • Schedule a deadline for yourself – Withhold things you like until you do it • Yes punish yourself • If it just isn’t going to happen… – Consider paying someone else to do it – That way it will get done @RaniMonson
  39. 39. @RaniMonson@RainMakingMkt Truth Is Always Stranger Than Fiction
  40. 40. @RaniMonson@RainMakingMkt Recap: Your Content Strategy Formula Your Brand + Customers’ Concerns / Interests + Relevant Topics = Your Content Strategy
  41. 41. @RaniMonson@RainMakingMkt Rani Monson Rani@RainMakingMarketing.com http://www.slideshare.net/ranimonson

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