Direct Marketing on a Shoestring Budget 2: Content Marketing

Post on 07-Nov-2014

334 views 0 download

Tags:

description

 

transcript

Direct Marketing on a Shoestring Budget 2:

Content Marketing

July 10, 2013

A special thank you to:

Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT

If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that

your system has not been muted. #TMGWebinar

Today’s Speakers

#TMGWebinar

Moderator

Thorin McGee Editor in Chief

Target Marketing

Carolyn Goodman President and Creative Director

Goodman Marketing Partners, Inc.

Cyndie Shaffstall Founder and CEM

Spider Trainers

Tips for Webinar Attendees

• Technical difficulties? Let us know by using the “Q and A” box, or

trouble-shoot by clicking the “Help” widget below

→ Quick tip: Common problems (like loss of sound and/or stall in the slides)

can often be fixed by a quick refresh of your browser.

• Have a question for today’s speaker? Submit via the “Q and A”

box

• Please disable pop-up blockers

• See what this console can do! Click on the “Tips for Attendees”

widget for the complete rundown.

Don’t forget to “share” this webinar! #TMGWebinar

Please Welcome

#TMGWebinar

Carolyn Goodman President and Creative Director

Goodman Marketing Partners, Inc.

DM on a Shoestring Budget Part 2: Content Marketing

July 10, 2013

What is Content Marketing? The creation and distribution of original content that has

perceived value in order to positively position your brand in the minds of

your prospects and customers.

Original Content

Content with Perceived Value

RESEARCH

• Can be complex

• Often difficult to read/interpret

WHITE PAPER

• Simplifies research findings

• States benefits backed by facts

CASE STUDY

• Proprietary to your company/product

• Demonstrates “proof of concept”

Delivering information that makes your buyer more intelligent.

If you deliver consistent, ongoing, valuable information to potential buyers,

you will be rewarded with their business and loyalty.

The Belief:

Some Examples of Content

Whitepapers

E-Books

Slide Share

Infographics

Case Studies

Research Reports

Speeches

Podcasts

Videos

Webcasts

ABC Company Blogs

Articles

Your job is to frame the narrative.

White Paper

3rd party style

Focus is on a timely and relevant topic

Creating a “series” can be beneficial

Case Study

Should follow your brand guidelines

Organized in logical sequence

Break up text with supporting visuals

Typical White Paper Topics

• Introductory information about a new technology • How-to or Best Practices • POV on Industry changes • Lessons learned • Analysis from research

Designing White Papers

Typical Case Studies

• Establishes a problem, lays out the solution and highlights the results

• Includes a quote from a named source • Provides an executive summary

Designing Case Studies

Formulate a strategic

plan

Hire a professional writer and designer

Distribute content

Thank you! Carolyn Goodman President/Creative Director Goodman Marketing Partners P: 415.507.9060 x222 E: carolyn@goodmanmarketing.com W: www.goodmanmarketing.com

We are a full-service, multi-channel, brand response marketing company with deep expertise in the art and science of persuasion. Our “what-would-we-do-if-it-were-our-money?” attitude and the results we achieve for our clients, speaks for itself.

Please Welcome

#TMGWebinar

Cyndie Shaffstall Founder and CEM

Spider Trainers

Promoting Content

Ideas for amplifying your

inbound-content success

using multi-touch marketing.

60% of companies will execute an

inbound marketing strategy in 2013.

— Inbound Marketing Blog

Professional design

Social sharing buttons

Lots of graphics

Example: Spider Trainers

The technicalities

REPURPOSING

Extend your reach by creating multiple formats

Start with repurposing so that you can

promote the various formats in the

appropriate marketing efforts.

Repurposing

Be on the lookout for opportunities.

Post to SlideShare

Tag with keywords

Monitor statistics

Example: SlideShare

Summarize in a slide deck

Use content as

webcast basis

Reference in other

webcasts (like this

one)

Example: Target

Marketing Magazine

Hold a webcast

Animate and narrate

slide deck

Record testimonials

about the document

Post to website

Post to YouTube

Tag appropriately

Post to other video

networks

Monitor viewing

statistics

Example: YouTube

Convert to video

Repurpose video

narration as podcast

Post to your site’s

resource center

Publish to iTunes

Monitor listening

statistics

Example: iTunes

Convert to audio

Highlight key points

in an infographic

Great for social

sharing

Post to Pinterest

Post to SlideShare

Post to your

resource center

Create an infographic

34% of all leads generated in 2013

come from inbound-marketing sources.

— Inbound Marketing Blog

Targeted landing page(s)

Squeeze pages for gated

content

Unique tracking codes

Social sharing buttons

Example: actonsoftware.com

The technicalities

Make it a reference

— not just interesting

Search-engine optimized

Cite and link sources

List keywords

Example: spidertrainers.com

The technicalities

Resource center

PDF

HTML

Example:

actonsoftware.com

Post to your website

In-site

advertisements

Example: Target

Marketing Magazine

Use remarketing/retargeting

Keyword-rich

content

Your blog

Other blogs

Example:

spidertrainers.com

Write a blog article

PR distribution

services

Example: 24-

7pressrelease.com

Write a press release

Content-syndication

services

Example: edocr.com

Post to syndication services

White label

Opportunity to

repeat all

promotional efforts

Example:

qrpprinting.com

Offer to partners

Twitter (use #)

Facebook (use #)

LinkedIn

LinkedIn groups

Google+

Ask for the retweet

or share

Example: Twitter

Share socially

Facebook ads

Twitter promoted

tweets

LinkedIn ads

Example: Facebook

Use social ads

Google

Bing

Example: Google

Use search-engine ads

Email

Newsletter

Direct mail

Point of sale signage

Example: Spider Trainers

Send outbound messaging

Engage bloggers,

editors

Example:

actonsoftware.com

Engage industry experts

Engage popular

bloggers

Send links to online

review points

Mention reviews in

marketing efforts

Video

Example: Amazon

Ask for and post reviews

Add to signature line

Sales send to clients

Customer-visit leave

behind

Live-event

distribution

Example:

Spider Trainers

Engage individually

Spider Trainers builds custom

drip and nurture campaigns.

Visit our resource center:

Profiling Personas

20+ Ideas for Automated Marketing

Prospects, Leads, & Subscribers

Marketing Metrics

Drip-marketing Toolkit

Contact us:

651 702 3793

spidertrainer@

spidertrainers.com

http://www.spidertrainers.com

PO Box 280487

Lakewood, CO 80228

United States

Spider Trainers

Question & Answer Session

If you haven’t done so already,

please take this time to submit

questions to our speakers using

the “Q&A” box on your console.

#TMGWebinar

Thank You

Thank you for taking the time to attend our webinar today.

For additional information about our webinar series,

check out the following Web site:

www.targetmarketingmag.com/webinar

Please take a moment to fill out our

feedback survey. (It will open in a new browser window/tab momentarily!)

#TMGWebinar