Post on 04-Aug-2015
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CONTENT MARKETING 101How to generate (new) leads by creating and effectively sharing your content
Copyright © 2014 U7 Solutions. All Rights Reserved.
People buy from people
Know
Like
Trust
New business
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It’s all about relationships
Content marketing builds trust.
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Presentation objectives
1. What content marketing is all about.
2. Why an e-mail list is so important.
3. How to optimally re-purpose your content.
Copyright © 2014 U7 Solutions. All Rights Reserved.
Presentation objectives
1. What content marketing is all about.
2. Why an e-mail list is so important.
3. How to optimally re-purpose your content.
Copyright © 2015 U7 Solutions. All Rights Reserved.
Inbound marketing
Content Marketing
Technical
SEO
Social Media
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TWO types of website content
Static● Basic pages● Products/services● Location details● FAQ● Navigation links● Header/Footer● Contact form
Copyright © 2014 U7 Solutions. All Rights Reserved.
TWO types of website content
Static● Basic pages● Products/services● Location details● FAQ● Navigation links● Header/Footer● Contact form
Brochure material
Copyright © 2014 U7 Solutions. All Rights Reserved.
TWO types of website content
Static● Basic pages● Products/services● Location details● FAQ● Navigation links● Header/Footer● Contact form
Shareable● Blog posts● Events● News stories● Newsletter issues● Photo albums● Polls/surveys/forms● Testimonials● Videos
Copyright © 2014 U7 Solutions. All Rights Reserved.
TWO types of website content
Static● Basic pages● Products/services● Location details● FAQ● Navigation links● Header/Footer● Contact form
Shareable● Blog posts● Events● News stories● Newsletter issues● Photo albums● Polls/surveys/forms● Testimonials● Videos
Marketing material
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Transform your website into a powerful marketing tool!
Staticcontent
Shareablecontent
POWERFUL MARKETING TOOL
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Create your own scene
● Blog, share information, publish videos● Run events, contests, surveys, polls● Offer coupons, discounts, promotions● Engage people, ask questions, offer help
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The content marketing concept
1. Create shareable content2. Promote your content3. Establishes your credibility4. Build relationships5. Grow your network
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Think “educational” marketing
● Educate people● Write about what you know● Share solutions to problems● Be authentic
“Nobody does what you do the way you do it.”
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Content is King.Distribution is Queen.
Become an authority in your industry.
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Be authentic
”Focus on creating awesome stuff that doesn’t even feel like marketing in the first
place.”Reference:http://blog.hubspot.com/marketing/difference-between-content-and-inbound-marketing
Copyright © 2014 U7 Solutions. All Rights Reserved.
Benefits of content marketing
1. Long lasting footprint.2. Generates traffic, leads, and sales.3. Establishes you as a thought leader.4. Cheaper than traditional marketing.5. Helps foster relationships.6. Good practice for you.7. You can do it yourself.
Copyright © 2014 U7 Solutions. All Rights Reserved.
Presentation objectives
1. What content marketing is all about.
2. Why an e-mail list is so important.
3. How to optimally re-purpose your content.
Copyright © 2014 U7 Solutions. All Rights Reserved.
The secret power of e-mail
23% industry average open rate.77% have seen it and know you sent it.
= Top of mind!
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Your e-mail list is corporate equity AND a corporate asset. Build it and use it.
=
Integrate email marketing!
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Email statistics
● 23% Open rate average | Source● 8% Click-through rate average | Source● Less than 1% Opt-out rate average | Source● 44% of email recipients made at least one
purchase last year based on a promotional email | Source
● 91% Consumers who check their email at least daily | Source
● 4,300% Email marketing’s ROI | Source
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Email statistics
● 64% of people say they open an email because of the subject line. | Source
● Subject lines with 30 or fewer characters performed above average in opens, clicks, and click-to-opens | Source
● Click through rate (CTR) is higher when using the recipient's first name is in the subject line over no use of the first name | Source
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Email statistics
● Roughly half of an email list will be active – either opening or clicking on emails. | Source
● 23.63% Emails opened within an hour of being received | Source
● Monday emails had the highest revenue per email | Source
● Saturday has the highest CTR at over 9% (Sunday is second just under 9%) for consumer email campaigns | Source
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Email statistics
● Emails issued on Saturdays and Sundays had higher open, click, and transaction rates—but much lower volume | Source
● Triggered email messages yield 71% higher open rate and 102% higher click rates than non-triggered emails| Source
● 6 AM has the highest CTR of any hour | Source
● 2-5PM Time of day when most emails are opened | Source
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Email statistics
● 10PM-9AM The worst time to send emails | Source
● 22.3% Open-rate increase with personalized subject lines | Source
● -18.7% Decrease in click rates when the word ‘newsletter’ is used in subject lines | Source
● 82% Consumers who open marketing emails | Source
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Email statistics
● 74.4% Consumers who expect a welcome email when they subscribe | Source
● 52.9% Consumers who never ‘opt down’ (change email frequency or type after unsubscribing) | Source
● 3X Email conversion rates are three times higher than social media | Source
● 17% Difference in value between email conversions and social media conversions | Source
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Tips for building your email list
● Create and use an invite template (CASL)● Invite contacts (business cards, email address book)● Invite social media contacts
○ You can download your Linkedin contacts + emails○ Facebook private messages
● Set up triggers to prompt you to invite○ Example: Reply to each LIKE
● Use and promote your newsletter signup○ Website call-to-action signup form,
social media, email signature
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Lever a Newsletter system
● Call it an “email list” if you prefer.
● Use it. Learn and adapt.
● Choose what’s right for you:○ Mailchimp, Campaign Monitor, InfusionSoft, ...
○ OR: Use a built-in system to save formatting time!
Copyright © 2014 U7 Solutions. All Rights Reserved.
Newsletter best practices
● Balance your newsletter content to be 90% educational and 10% promotional.
● Get creative with email subject lines.● Pick one primary call-to-action.● Keep design and copy minimal. ● Make it easy for people to unsubscribe. ● Test, test, test.
Reference: http://blog.hubspot.com/marketing/guide-creating-email-newsletters-ht
Copyright © 2014 U7 Solutions. All Rights Reserved.
Presentation objectives
1. What content marketing is all about.
2. Why an e-mail list is so important.
3. How to optimally re-purpose your content.
Copyright © 2014 U7 Solutions. All Rights Reserved.
News Media Blogs History People Books Trends The workplace
Sent mail CommentsForums … and more!
The Shareable Content Flow
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IdeasNews Media Blogs
History People Books Trends The workplace
Sent mail CommentsForums … and more!
The Shareable Content Flow
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
The Shareable Content Flow
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Blog postsNews stories
Events Videosand more!
The Shareable Content Flow
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Blog postsNews stories
Events Videosand more!
Adapt
The Shareable Content Flow
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Blog postsNews stories
Events Videosand more!
Adapt
The Shareable Content Flow
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Blog postsNews stories
Events Videosand more!
Adapt
The Shareable Content Flow
Followers & Subscribers
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Followers & Subscribers
Blog postsNews stories
Events Videosand more!
Adapt
The Shareable Content Flow
Referrals & new contacts
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Followers & Subscribers
Blog postsNews stories
Events Videosand more!
Newsletteremail list(s)
Adapt
The Shareable Content Flow
Referrals & new contacts
Copyright © 2014 U7 Solutions. All Rights Reserved.
Website
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Followers & Subscribers
Blog postsNews stories
Events Videosand more!
Newsletteremail list(s)
Adapt
Referrals & new contacts
The Shareable Content Flow
Copyright © 2014 U7 Solutions. All Rights Reserved.
Website
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Followers & Subscribers
Blog postsNews stories
Events Videosand more!
Newsletteremail list(s)
Adapt
SEOReferrals & new contacts
The Shareable Content Flow
Copyright © 2014 U7 Solutions. All Rights Reserved.
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Followers & Subscribers
Blog postsNews stories
Events Videosand more!
Newsletteremail list(s)
Adapt
Know
Like
Trust
The Shareable Content Flow
Referrals & new contacts SEO
Website
Copyright © 2014 U7 Solutions. All Rights Reserved.
Website
Ideas Shareablecontent
Social media
News Media Blogs History People Books
Trends The workplaceSent mail CommentsForums … and more!
Followers & Subscribers
Blog postsNews stories
Events Videosand more!
Newsletteremail list(s)
Adapt
Know
Like
Trust
SEOReferrals & new contacts
The Shareable Content Flow
New business
Copyright © 2014 U7 Solutions. All Rights Reserved.
Know
Like
Trust
New business
Deepeningrelationship
Copyright © 2014 U7 Solutions. All Rights Reserved.
Advice to get started
1. Find your angle.2. Start writing.3. Learn and adapt.4. Get help if needed.
Be disciplined.Give it a chance.
Copyright © 2014 U7 Solutions. All Rights Reserved.
Presentation objectives
1. What content marketing is all about.
2. Why an e-mail list is so important.
3. How to optimally re-purpose your content.
Copyright © 2015 U7 Solutions. All Rights Reserved.
Contact info
Jayson Peltzer
Web Strategist, U7 Solutions
http://www.jaysonpeltzer.com
https://ca.linkedin.com/in/jaysonpeltzer
@jaysonpeltzer
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U7 SOLUTIONS
WEBSITES. The way they should be.http://www.u7solutions.com
Copyright © 2014 U7 Solutions. All Rights Reserved.
Cost-effectiveness
● Content marketing drives three times the sales of digital advertising
● Content marketing’s cost per lead drops 80% after the first five months
Reference:http://heidicohen.com/why-content-marketing-is-more-effective-than-digital-advertising-research/
Copyright © 2014 U7 Solutions. All Rights Reserved.
Business Type Open Rate Click-Through Rate Opt-out Rate
Accountant/Financial Advisor 18.44 7.46 0.78
Art Galleries/Museums 32.06 7.06 0.56
Business products and services 20.13 8.74 0.74
Communications 22.81 20.63 0.32
Consultant (ex. marketing, management) 9.85 7.31 0.81
Crafts 27.19 14.8 0.42
Education and services 26.3 8.22 0.48
Entertainment (ex. musicians, theatre, film) 20.06 8.97 0.66
Event planner 21.46 7.21 1.02
Franchise 20.88 6.57 1.24
Government Agency or Services 34.08 8.93 0.33
Hotel, Inn, B&B 21.74 6.92 1.28
Legal Services 28.24 6.59 0.71
Manufacturing and Distribution 23.74 9.5 0.91
Marketing/Adv/PR Agency 15.24 6.86 0.65
Average industry rates from Constant Contact (page 1 of 3) | Source
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Business Type Open Rate Click-Through Rate Opt-out Rate
Medical Services 24.87 7.24 1.05
Nonprofit - Arts Organization 31.97 6.91 0.49
Nonprofit - Association 29.96 8.47 0.3
Nonprofit - Education 33.57 8.68 0.44
Nonprofit - Health and Human Service 32.76 8.95 0.69
Nonprofit - Membership Organization 11.66 7.05 0.4
Nonprofit - Other 32.07 7.94 0.43
Nonprofit - Religious Organization 40.24 6.73 0.22
Office Supplies 15.06 6.32 0.92
Other 16.66 8.38 0.66
Personal Services (ex. dry cleaning, photography) 14.92 6.8 1.38
Professional Services 24.46 7.9 0.98
Publishing 22.88 13.13 0.33
Real Estate 26.01 6.85 0.68
Restaurant, Bar, Caterer 22.72 4.5 0.89
Average industry rates from Constant Contact (page 2 of 3) | Source
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Business Type Open Rate Click-Through Rate Opt-out Rate
Retail (in-store and online) 17.96 9.31 0.79
Salon and Spa 21.22 4.35 1.27
Sports and Recreation 26.13 7.88 0.79
Technology 16.24 5.95 0.91
Transportation 24.33 12.61 0.69
Travel and Tourism 19.08 8.32 0.71
Unknown 16.35 7.66 0.79
Web developer 15.16 8.58 0.39
Averages 23% 8% 1%
Average industry rates from Constant Contact (page 3 of 3) | Source
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References / great articles
● Content marketing VS social media marketinghttp://contentmarketinginstitute.com/2012/02/content-marketing-vs-social-media-marketing/
● Myths about social media and content marketinghttp://www.convinceandconvert.com/social-media-strategy/11-big-myths-about-social-media-and-content-marketing/
● The ROI of Content Marketinghttp://www.forbes.com/sites/sujanpatel/2015/04/15/the-roi-of-content-marketing/
● The Anatomy of a Winning Content Marketing Strategyhttp://www.forbes.com/sites/johnrampton/2015/04/24/the-anatomy-of-a-winning-content-marketing-campaign/
● Best ROI of marketing tacticshttp://www.smartinsights.com/email-marketing/email-communications-strategy/email-social-roi/