The key things to know about content marketing. The presentation was given at Common Desk in Dallas on November 2nd, 2013. The attendees were business owners and other attene
2. What we will cover
• What
• Why
• The goal
• How
Content Marketing
Broad Marketing Experience From Someone You Can Trust 2
3. Growing an Orchard
Good content marketing can be
compared to growing an orchard.
Each tree is a message.
You need lots of trees.
New trees need to be planted consistently.
All trees grow from the same key
messages and targeted to your audience.
Content Marketing
Broad Marketing Experience From Someone You Can Trust 3
4. What is Content Marketing?
Telling stories
about your business.
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Broad Marketing Experience From Someone You Can Trust 4
5. What is Content Marketing?
Educational and/or Entertaining
This vi
deo
is ama
zing!
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is co opic w
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the t
lains
exp
Content Marketing
Have you seen this?
answers
ing for
as look old me what
Iw
post t
and this ed to know.
I want
Broad Marketing Experience From Someone You Can Trust 5
6. Start with Content,
then Package, then Distribute
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Broad Marketing Experience From Someone You Can Trust 6
7. Why is it important?
Because Google likes it.
Make
pages
primarily
for
users,
not
for
search
engines.
Ask
yourself,
"Does
this
help
my
users?”
From
Google’s
Webmaster
Guidelines
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Broad Marketing Experience From Someone You Can Trust 7
8. And!
Humans like it...
and share it.
Content Marketing
Broad Marketing Experience From Someone You Can Trust 8
9. What is the goal?
To move your audience
along the commitment funnel.
Awareness
Interest
Evalua@on
Commitment
Purchase
Referral
Content Marketing
Broad Marketing Experience From Someone You Can Trust 9
11. The Foundation
Develop your key messages
Define your audience
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Broad Marketing Experience From Someone You Can Trust 11
12. Key Message Document
Key Messages
Key
Message
These are the 1 to 4 messages that you
want to consistently communicate.
Benefits
The benefits your products and services
give to your consumers.
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Key
Message
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Benefit
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Benefit
Suppor@ng
Fact
Supporting Facts
The objective information that supports the
key messages and benefits.
Suppor@ng
Fact
Suppor@ng
Fact
Elevator
Speech
Tagline
Emo@on
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Broad Marketing Experience From Someone You Can Trust 12
13. Key Message Document
Elevator Speech
Key
Message
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
This is the 15 second speech that
includes all of your key messages.
Key
Message
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Tagline
This is the emotional statement that is
most closely tied to your company name.
Benefit
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Benefit
Suppor@ng
Fact
Emotion
The single emotion you want your
customers to feel about your company.
Suppor@ng
Fact
Suppor@ng
Fact
Elevator
Speech
Tagline
Emo@on
Content Marketing
Broad Marketing Experience From Someone You Can Trust 13
14. Using Key Elements for Content
Key
Message
Elements
Key
Message
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Key
Message
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Benefit
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Benefit
Suppor@ng
Fact
Suppor@ng
Fact
Suppor@ng
Fact
Elevator
Speech
Start with the story idea: Owner Welcome.
Pull key message elements appropriate for the story.
Fill in around the key message elements to complete the
story. Here is a sample to help you visualize how it works.
Hi,
I
am
John
and
I
want
to
help
you
and
your
dog
live
happier
lives
together.
My
company
provides
dog
services
in
Dallas
including
training,
behavior
consulta@on,
dog
walking,
and
play
groups.
I
have
been
a
dog
lover
my
whole
life
and
work
with
local
shelters
to
help
rehabilitate
trauma@zed
dogs.
I
understand
dog
behavior
extremely
well
so
I
can
recognize
and
quickly
solve
behavior
issues.
Also,
I
can
teach
you
what
you
need
to
know
so
your
dog
knows
that
you
are
the
pack
leader.
I
have
a
specially
designed
van
that
I
use
to
transport
your
dog
to
and
from
play
groups.
Please
contact
me
for
a
no
obliga@on
consulta@on
on
how
I
can
help
you
and
your
dog
live
happier
lives
together.
Tagline
Emo@on
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Broad Marketing Experience From Someone You Can Trust 14
15. Target Audience
More than one target?
If you have more than one target for
different aspects of your business you
will need to define each.
Demographics
Objective characteristics of your target:
who they are.
Psychographics
Lifestyle and value characteristics of your
target: what they care about.
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18. Heart Wood vs. Veneer
Heart wood is
original content
from your heart.
Content Marketing
Veneer is content
that is not original
but is consistent
with your story.
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19. Anatomy of Content
Each element in your
content should move your
prospect to the next
element.
ent
mitm
Com
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Broad Marketing Experience From Someone You Can Trust 19
20. What are the content options?
Content is developed for each stage.
Awareness
? ?
Interest
Evalua@on
Commitment
Referral
Purchase
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Broad Marketing Experience From Someone You Can Trust 20
21. Awareness and Interest
Awareness
Interest
Paid
adver@sing
Evalua@on
Viral
Content
Commitment
Curated
content
Pop
culture
comparisons
Referral
Purchase
SEO
considera@ons
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Broad Marketing Experience From Someone You Can Trust 21
22. Face Book Ad
1. Build off of your key messages.
2. The photo on your Face Book post
should draw attention.
3. The headline of the post should qualify
who should read.
4. The excerpt should help further qualify
interest and make the reader want to
click on the link.
5. The content will often lead to a call to
action.
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23. Viral Content
Find content that you like and
share with your audience
You only need to have the most
basic statement tying this content
to your business theme
Sample first line: “It all depends
on your perspective.” Follow
with appropriate key message
elements.
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Broad Marketing Experience From Someone You Can Trust 23
24. Curated Content
Do a search on a keyword
term of interest to your
customers.
Identify three to five good
articles on the topic.
Summarize in your own words the key points
of the articles and make sure to provide the
link and credits to the original author.
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25. Pop Culture Comparisons
Compare/contrast your business/audience
with popular movies, songs, TV shows, etc.
“Your not alone; we can help.”
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Broad Marketing Experience From Someone You Can Trust 25
26. Evaluation
Awareness
Interest
Evalua@on
Commitment
Referral
Content Marketing
Purchase
Guides
Exper@se
Work
Examples
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27. Guides
This is a very powerful and
direct way to build trust with
your prospects.
If you don’t have a guide then
your prospect will find the
answer someplace else.
Create at least one guide that
you can give a prospect in
exchange for their email.
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Broad Marketing Experience From Someone You Can Trust 27
28. Commitment
Awareness
Interest
Evalua@on
Commitment
Referral
Content Marketing
Purchase
Email
subscrip@on
Facebook
like
Google
+
follow
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29. Commitment
This is what happens when people like your content.
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Broad Marketing Experience From Someone You Can Trust 29
30. Commitment
This is what happens when people like your content.
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Broad Marketing Experience From Someone You Can Trust 30
31. Purchase
Ask for the sale.
Awareness
Interest
Evalua@on
Commitment
Referral
Purchase
Content Marketing
Discount
Limited
@me
offer
Request
for
business
Broad Marketing Experience From Someone You Can Trust 31
32. Direct Sales Request
Treat a prospective customer like a friend.
19 out of 20 times you interact with your friend
you are giving or sharing.
One time out of 20 you ask them to help you move a sofa.
It’s OK to ask someone for their business – it is
expected. But treat them like a friend.
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33. Referrals/Testimonials
When you have a satisfied customer ask for a
testimonial.
Write a draft for them that includes a couple of
examples from your key messages.
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Broad Marketing Experience From Someone You Can Trust 33
