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The Secrets of Profitable Content Marketing

Content Marketing is exploding, people don't care about your products and services, they are searching for answers to their problems. They want to be educated, inspired, convinced and entertained. Most small businesses get it wrong when they launch into a website (re)development , putting up bland 'me too' sales copy which does little to convince a prospect your business is in tune with their unique needs. Customers want to buy you before they buy your product.

In this presentation you will learn the 3 factors which determine if your website is going to be a profitable cash cow and how you can leverage content marketing to build a loyal audience that WANTS to hear from you. In this presentation you will learn 8 steps that can transform your business into a content marketing machine.

If you don't have a content marketing strategy underway then prepare to get left behind by competitors that do. You're sitting on a sweet spot of unique knowledge and experience that once recognised and leveraged will bring a flood ideal customers to you! See the processes & tools we use to develop profitable content marketing strategies for our clients.

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The Secrets of Profitable Content Marketing

  1. 1. Marketing Adam Wallace Founder & Digital Marketing Director Content The secrets of profitable
  2. 2. 1 Why your website isn’t a cash cow And 3 factors to change that My goal today is to show you: 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
  3. 3. Great Content Marketing starts with a... Great Website
  4. 4. 3 factors will determine if your website is a cash cow
  5. 5. 1. The amount of people your website attracts
  6. 6. 2. How many people convert to sales
  7. 7. 3. The value you can generate per customer
  8. 8. Lets touch on each factor
  9. 9. 1. What magnetic forces can you use to attract customers? Organic Search (43%) Email (14%) Paid Search (14%) Social (5%) Referring sites (5%) Your Mum (0.01%) Source: Marketing Sherpa - Most effective traffic sources for website conversion - 1,915 companies surveyed in 2012 1,915 companies surveyed Social Media Ads (2%)
  10. 10. 2.What dark magic can you use to convert visitors?
  11. 11. Professional Design • Attractive • Mistake free • Fast 2.What dark magic can you use to convert visitors?
  12. 12. Professional Design • Attractive • Mistake free • Fast 2.What dark magic can you use to convert visitors?
  13. 13. Easy logical Website Navigation 2.What dark magic can you use to convert visitors?
  14. 14. Optimise the Credibility of Your Logo 2.What dark magic can you use to convert visitors? creativli.com.au Be credibility-based. Symbolize the company's core competency. Communicate trustworthy. Be planned in content & in design form. Have a graphical symbol & name that work together.
  15. 15. Write a Short, Sweet & Memorable Slogan 2.What dark magic can you use to convert visitors? Polaroid - “The fun develops instantly" Twinings - “Gets you back to you” Club Med - “The antidote for civilization.”• First, it should be memorable • Differentiate the brand • Include a key benefit Holiday Inn - "Pleasing people the world over" Karry-Lite - "Takes the 'lug' out of luggage" getaslogan.com Roundabout Atlanta Transportation – “1SweetRide”
  16. 16. Use Magnetic Headlines What Kind of Backpacker Are You? How to Explore Barossa With Children 7 Little Known (But Delicious) Cafes in Adelaide 1. How To Headlines 2. Questions 3. Lists 4. Self-Improvement 5. Secrets 6. Mistakes 7. Blueprints 8. Protection 9. Solutions 10. Quick and Easy 11. Newsworthy The Step-by-Step Guide to Barossa McLaren Vale: The 5 Must-See Spots for Photographers You’re Invited To Save 20% On Your Stay with ABC Google “101 Headlines”
  17. 17. The power of headlines & copy 2.What dark magic can you use to convert visitors? Which Ad lifted the click through rate by 2,666% A B Source: whichtestwon.com
  18. 18. The power of headlines & copy 2.What dark magic can you use to convert visitors? Which Ad lifted the click through rate by 2,666% A B Source: whichtestwon.com
  19. 19. Give Important Content the Best Placement 2.What dark magic can you use to convert visitors?
  20. 20. Give Important Content the Best Placement 2.What dark magic can you use to convert visitors? Which version got 47% more visitors to enter the online reservation booking process & view a rates page! A B Source: whichtestwon.com
  21. 21. Give Important Content the Best Placement 2.What dark magic can you use to convert visitors? Which version got 47% more visitors to enter the online reservation booking process & view a rates page! A B Source: whichtestwon.com
  22. 22. Include Appealing Offers and Calls to Action
  23. 23. A B Include Appealing Offers and Calls to Action Which Search Results Template for a Travel Site Increased Bookings 16% lifted the clickthrough rate by 2,666% Source: whichtestwon.com
  24. 24. A B Include Appealing Offers and Calls to Action Which Search Results Template for a Travel Site Increased Bookings 16% lifted the clickthrough rate by 2,666% Source: whichtestwon.com
  25. 25. A B Include Appealing Offers and Calls to Action Facebook button - Which page increased free software downloads by 11.4% Source: whichtestwon.com
  26. 26. A B Include Appealing Offers and Calls to Action Facebook button - Which page increased free software downloads by 11.4% Source: whichtestwon.com
  27. 27. Deploy Persuasive, Benefit-Oriented Content Here’s the formula in a nutshell: 1. What I’ve got for you 2. What it’s going to do for you 3. Why you should listen to me? 4. What you need to do next
  28. 28. 2. Summary of dark conversion magic 1.Professional Design 2.Easy logical Website Navigation 3.Optimise the Credibility of Your Logo 4.Write a Memorable Slogan/tagline 5.Use Benefit-Oriented Headlines 6.Give Important Content the Best Placement 7.Include Appealing Offers and Calls to Action 8.Deploy Persuasive, Benefit-Oriented Content
  29. 29. What powers of persuasion can you use to increase the value per customer
  30. 30. 3 ways to sell more to your existing customers 1. Sales: Increase per customer sales 2. Loyalty: Retain customers longer 3. Cost: Lower the cost to serve
  31. 31. Think back to building your last website… Plan Content Design Build Launch 3 weeks? 3 mths? 6 mths? 12 mths?
  32. 32. Focus on your plan and content first Plan Content Design Build Launch
  33. 33. Your website needs to be the content hub. You need to think like a publisher from the start of the web design process
  34. 34. 1 Why your website isn’t a cash cow And 3 factors to change that 1 out of 3 complete! 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
  35. 35. Content Marketing?
  36. 36. Content Marketing is turning your insight and advice into campaigns that change people’s minds and incite action
  37. 37. Content Marketing is the art of winning business without pushy selling
  38. 38. Content marketing must work to enhance or change a behaviour. If it doesn’t, it’s just content. You may be wondering… What is the difference between “Content” and “Content Marketing”?
  39. 39. So Content Marketing is… creating content that… entertains inspires educates convinces
  40. 40. To make people… Aware of invest in loyal to YOUR BRAND
  41. 41. Content Marketing Traditional Marketing
  42. 42. The Rise of Content Marketing… Panda/Farmer — February 23, 2011 Penguin — April 24, 2012
  43. 43. If you hire a SEO company to improve your placement and you measure their worth on the basis of how high they get you in the rankings, then you are out of line with what Google is trying to achieve. Source: Smashing Magazine - http://www.smashingmagazine.com/2012/12/11/seo-the-inconvenient-truth/ The Inconvenient Truth About SEO Your primary objective should be better content, not higher rankings. We should be optimising for people. After all, that is what Google is trying to do. There’s your mum again…
  44. 44. AdvertertAdvert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert We are raising the barrier to the 1000’s of Ads we are subjected to each day.
  45. 45. Results show quality content lowers our barriers. AdvertertAdvert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert Advert EntertainEducate Inspire Convince Inspire Convince Entertain Interesting content is a top 3 reason that people follow brands on social media. 70% of consumers prefer getting to know a company via articles over ads. Entertain
  46. 46. It targets your Specific Audience What content marketing can do for you! It produces Long Term Results It increases Word of Mouth It produces Measurable Results It’s non Intrusive It creates a Loyal Audience
  47. 47. It is not free – and there are hidden costs. What are the downsides of content marketing? It can take 6-9 months to start seeing results. It is not easy. Hard to let go of “traditional“ marketing.
  48. 48. Case study #1 Results from MWS Key statistics: 1. The launch and regular posts to the forum was a big hit 2. The peaks for the newsletter shares correlate with the blog posts 3. Traffic gradually increased and sustained rankings even AFTER we stopped publishing in July 2012 Date (2012) # Of Viewers Blog Post Title March 19 161 10 Ideas To Get Your Business Ready For Facebook Timeline May 15 146 4 Content Ideas For Your Tour & Activities Blog May 30 155 Our Present: A Tool To Track Your Online Bookings June 13 169 Mobile Marketing For Tourism
  49. 49. • A new website was launched in April • Keyword research • On page optimisation • 11 blogs published over 4 months • Content calendar setup 4 blogs scheduled per month Case study #2 180% increase in 4mths compared to the same period previous year Client profile: smaller accommodation provider. New website launched
  50. 50. Case study #2 Rankings dramatically improved
  51. 51. Next Steps What’s about to be implemented: • double the amount of content, both in the number of posts and words per post • blog post promotion and social sharing • cross linking within the post content • One page dashboard
  52. 52. 1 Why your website isn’t a cash cow And 3 factors to change that 2 out of 3 complete! 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
  53. 53. Content Marketing Plan 8 Step
  54. 54. 8 Step Content Marketing Plan Business Marketing 1 Set your goal
  55. 55. 8 Step Content Marketing Plan Business Marketing Start BIG and work your way down Capture what the business wants to achieve in the next 6 – 12 months. For example: • Increase average occupancy rate to 80% • Grow revenue by 15% • Grow newsletter database to 6000
  56. 56. Marketing 8 Step Content Marketing Plan Write down what marketing needs to achieve in the next 6 – 12 months. For example: • Building awareness • Educating buyers • Nurturing leads • Moving leads along the purchase path • Generating new sales leads • Serving existing customers • Engage with influencers • Cross-selling or up- selling
  57. 57. 8 Step Content Marketing Plan Persona analysis 2
  58. 58. What are buyer personas? Buyer personas are fictional representations of your ideal customers. 8 Step Content Marketing Plan They are based on real data about customer demographics and online behaviour, along with educated speculation about their personal histories, motivations, and concerns.
  59. 59. A couple planning their honeymoon A professional couple An affluent family with a young child An older couple enjoying retirement 8 Step Content Marketing Plan Potential Customers…
  60. 60. A persona example – Amy planning her honeymoon 8 Step Content Marketing Plan Holiday objections: Hobbies and interests: Previous holidays: Online consumption: Shopping preferences: Name: Amy Anderson Age: 25 Marital Status: just married to Paul, a financial consultant in the city Job: Human Resources Salary: $65,000 Biggest frustrations: Staying in a noisy hotel full of children
  61. 61. 8 Step Content Marketing Plan Targeted content example - the Honeymoon Guide Book Now! Personalised messages about the trip of a lifetime Wedding plans Help couple take stress out Experienced team remove the hassle Extra romantic touches can be added The Honeymoon Guide Email:
  62. 62. A B Ad Copy Got More 133% Clicks? Which Facebook Ad Copy got a 133% higher clickthrough (CTR) rate ? Source: whichtestwon.com
  63. 63. A B Ad Copy Got More 133% Clicks? Which Facebook Ad Copy got a 133% higher clickthrough (CTR) rate ? Source: whichtestwon.com Version A proves knowing your target persona (Marketing Managers) and crafting a message just to them gets results
  64. 64. 8 Step Content Marketing Plan Find your3
  65. 65. “Your sweet spot mixed with your customers’ pain points is where the truly valuable stories are” Your Sweet Spot Customer’s pain points - Joe Pulizzi - Customer’s pain points Customer’s pain points Customer’s pain points Customer’s pain points Customer’s pain points Your customers care about solving their problems, NOT your products and services. Remember… 8 Step Content Marketing Plan
  66. 66. the 8 Step Content Marketing Plan Triangle of Relevance Relevance Time Significance Business Interest User Interest Source: Convince & Convert - 3 Angles to Create Magnetic Content with the Triangle of Relevance
  67. 67. Bring it together with a 8 Step Content Marketing Plan 4
  68. 68. Your Content Calendar is essentially your production and delivery schedule in one sheet. If you don’t have one, your content marketing will become ad hoc rather than strategic 8 Step Content Marketing Plan
  69. 69. Example Content Calender
  70. 70. Example Content Calender Competitive Analysis
  71. 71. A B Does More Content Sent Less Frequently or Less Content Sent More Frequently Increase Engagement Source: whichtestwon.com
  72. 72. A B Does More Content Sent Less Frequently or Less Content Sent More Frequently Increase Engagement Version A, less content more frequently may have lost in open and click rate, but increased multiple opens by 95% & multiple clicks by 292%. Version A also increased purchases and revenue per unique contact while keeping list churn low. Source: whichtestwon.com
  73. 73. The 21 types of content we all crave You don’t have to have each of these types in every piece of content you produce. Sometimes one type is enough. Source: Content Marketing Institute – the 21 types of content we all crave
  74. 74. The Content Marketing Matrix
  75. 75. Blogs Press Releases E-Newsletters Social Media Images Online Video Articles Webpages 8 Step Content Marketing Plan Now what type of Media is best for it? 79% 74% 68% 58% 58% 55% 54% 47% Source: 2013 Marketingsherpa SEO Marketing Benchmark Survey Methodology: Fielded February 2013 N=1,140 Based on the types of content most used by 1140 marketers
  76. 76. Write for humans & optimise for search 8 Step Content Marketing Plan 5
  77. 77. Optimise your content for human (CRO) 8 Step Content Marketing Plan  Clearly visible headline and sub-headline  Easy to scan body copy  A primary supporting image  One emphasized call-to-action  Supporting content Source: Marketing Experiments Landing Page Optimization: 6 common traits of a template that works
  78. 78. 8 Step Content Marketing Plan Optimise your content for search Photo of Carrot Cake (with Alt tag): Carrot Cake H1 Headline: Carrot cake from Emma’s Bakery Image Filename: carrot-cake.jpg Body Text: carrot cake carrot cake carrot cake carrot cake carrot cake cake carrot Page Title: Carrot Cake | Emma’s Bakery Meta Description: Emma’s Bakery’s carrot cake is possibly the most delicious, perfectly formed, flawlessly carrot cake ever made. Page URL: http://emmasbakery.com/carrot-cake  Page Title  Meta Description  H1 Headline  Body Text  Image Alt Tag  Image Filename  Page URL
  79. 79. Remove the SEO guess work
  80. 80. Publish your content 8 Step Content Marketing Plan 6
  81. 81. 8 Step Content Marketing Plan Slideshare Press Releases Blog Posts Videos/Webinars Email Series Guest Posts Social Media Infographics Publish through different channels to maximise the exposure of your content Communities/Forums Podcasting Q+A Sites
  82. 82. Promote your content 8 Step Content Marketing Plan 7
  83. 83. 8 Step Content Marketing Plan 1 2 3 4 5 6 7 8 9 10 11 How to promote your content after you hit publish Add URL to Bit.ly Add to Email newsletter Post to Facebook page & profile Post to personal & company LinkedIn page Tweet from company & personal Twitter Schedule tweets Pin it on Pinterest Post to company & personal Google + Reply to comments Share it on StumbleUpon Add call to action or use related article
  84. 84. 8 Step Content Marketing Plan Social Media Demographics Most typically women, adults, aged 18-29 57% of older adults between the ages 50-64 Under 50, and especially 18-29 Urban-dwellers significantly > rural residents Well-educated, females with a higher income Equally popular among 18-29 and 30-49 Women are about 5 times of men Older users, who tend to be high-income professionals More male users, 59% of them don’t have children
  85. 85. 8 Step Content Marketing Plan Cross Promote Your Content Other Businesses’ Mailing ListsLinks to other businesses Promote your content through other businesses’ mailing lists
  86. 86. 8 Step Content Marketing Plan 8 Measure your content
  87. 87. 8 Step Content Marketing Plan 4 types of metrics to measure your content Consumption Metrics Sharing Metrics Lead Generation Metrics Sales Metrics How many people consumed your content, measured as page views, downloads, or views? How often do consumers of your content share it with others? How often do content consumers turn into leads? How often do content consumers turn into customers?
  88. 88. 8 Step Content Marketing Plan Align the right metric with your goals Consumption Metrics Sharing Metrics Lead Generation Metrics Sales Metrics Grow newsletter database to 6000 Increase Guide Downloads by 20% Build Social Media Following by 30% Generating new sales leads by 5% per month Increase average occupancy rate to 80% Grow revenue by 15%
  89. 89. And back to the start we go… Goals Personas Content Calendar Write Optimise Publish Promote Measure 8 Step Content Marketing Plan Sweet Spot
  90. 90. 8 Step Content Marketing Plan parting principles to keep you on track five 1. Start with what your prospects need to know 2. Stick to your sweet spot 3. Have real ideas and write with passion 4. Less can be much more 5. Live by the numbers Source: Velocity B2B Content Marketing Strategy Checklist
  91. 91. 1 Why your website isn’t a cash cow And 3 factors to change that 3 out of 3 complete! 2 The impact of content marketing on your business 3 How you can use content marketing to build your own audience
  92. 92. Recap… Turn your website into a cash cow by focusing on attracting the right traffic, converting that traffic and increasing the value per customer. If you’re not getting good at content, prepare to lose market share. Be the first to build a captive audience in your sweet spot. Get a content marketing calendar for your business and stick to it (use our template on your USB to get started).
  93. 93. Content Really is King!
  94. 94. Thank You! @Content_1st au.linkedin.com/in/adamwallace www.contentfirst.com.au adam@contentfirst.com.au
  95. 95. Image Credits • “What is Content Marketing” image http://www.valuablecontent.co.uk/a-quick-introduction-to- content-marketing/ • Buyer Personas –hubspot.com • A/B tests - http://whichtestwon.com • A Content Marketing & Inbound Marketing Blueprint – http://www.smartinsights.com/content- management/content-marketing-strategy/a-content-marketing-and-inbound-marketing-blueprint/ • Customer value - http://www.genroe.com/blog/the-only-3-strategies-that-increase-customer- value/1787 • Content the best placement - https://whichtestwon.com/archives/1485 • Honeymoon guide - http://www.paradisegetaways.net/the-essential-guide-to-plan-the-perfect- honeymoon/ • Deploy Persuasive, Benefit-Oriented Content http://www.copyblogger.com/smart-people-1-2-3-4/ • Content marketing stats in barrier slide - http://www.contentplus.co.uk/marketing- resources/infographics/anatomy-of-content-marketing • 5 party principles - http://www.velocitypartners.co.uk/b2b-content-marketing-strategy-checklist/ • Social demographics - Ebook: How Travel Companies Can Use Buyer Personas to Boost Sales
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