Effective content marketing for professionals and small business

transcript

Effective Content Marketing for Professionals and Small Business Presenter: Doug Hay, CEO

Dead Simple Social Media Series™

Presenter: Doug Hay

• Early adopter of Internet marketing & social media

• 30 year marketing veteran • Sought after speaker -

presented at local, regional and national conferences

• Lectured at two universities for the Sales & Marketing Executives program

Our Services For Small/Medium Biz

• Website design & programming • Social Media consulting,

implementation & training • Small business SEO – Search

Engine Optimization: Keywords, link building & content creation.

• Press release writing, optimization and reporting

• Blog set up, strategy, and training • Email programs• Online reputation management• Video production & marketing• Staff training

Ask for a complementary consultation

Free Consultation on Your Internet Action Plan

A $250 ValueEmail or Call Today!

Doug Haydoug@doughayassoc.com

Direct: 250-756-0306Toll Free: 877-226-3823

Dead Simple Social Media Series

• Social media overview• Blogging• Google+• Facebook• Twitter• Pinterest• LinkedIn• Using a Dashboard• Content Marketing

Agenda

• Presentation• Q&A – write questions in Webinar questions

console. • They will be answered at the end of the

presentation.

To get a copy of the presentation email:doug@doughayassoc.com

Social Media: Describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people.

- Brian Solis, author

“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways toshare relevant knowledge with blinding speed.

“As a direct result, markets are getting smarter— and getting smarter faster than most companies.”

Book: Cluetrain Manifesto

Read the book for Freehttp://www.cluetrain.com/book/index.html

Social Media is for Leads and Sales

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Content marketing is the creation and publishing of quality, meaningful and distinctive content for the purpose of generating discussion, growing a following and developing a social presence now expected by the search engines.

Survey: Effectiveness of top SEO tactics.

“Content Marketing is all the marketing that’s left.” - Seth Godin

Universal SearchGoogle Universal

More than eight out of ten companies surveyed

said they were using some type of content marketing to better engage with potential and existing clients.

“The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers."

Source: Survey, conducted by HiveFire

New Marketing

“Those who insert themselves into as many channels as possible look set to capture the most value.

“They’ll be the richest, the most successful, the most connected, capable and influential among us.

“We’re all publishers now, and the more we publish, the more valuable connections we’ll make.” -Pete Cashmore, Founder of Mashable

A word about reputation management: People interested in your products or services will go to the Internet to check you out.

Do you like everything on page 1 an 2 about you on Google?

““You can buy attention (advertising).

“You can beg for attention from the media (PR).

“You can bug people one at a time to get attention (sales).

“Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” –David Meerman Scott, Best-Selling Author & Speaker

People buy from people they like and trust. What better way to gain trust than being a source of quality content that your readers trust.

55% of consumers said they would be more apt to buy another product from a company who provides them with custom content. 68% like custom content because it’s tailored to their interests. - Custom Content Council

Social networks thrive on good content

Level of effectiveness in achieving marketing objectives, by content Type

Content is King Search Engines

Search engines will crawl your website more often if you have a website/blog which is updated regularly

Research

Content Strategy

Create ContentPublish

Engage

Click thru to website

Content Marketing for Small-Medium Business Success

12 Action Items

1. Your Website

Turn website visitors into leads which leads to prospects which leads to sales.

Landing Pages

• Offer worked out• Strong headline• Compelling copy• Benefits• Call to action

2. Blog

Blogging Attracts More Visitors

Blogging Generates Leads

3. Email Newsletter

Newsletter Benefits

• Controlled 100% by you• An email campaign will educate customers

& prospects• Gives pre-release offers to enhance sales• News of interest to your audiences• High ROI

4. Testimonials

Case Study: User Reviews User-Generated Content: Organic search up 10%, conversion up 125% with rich product reviews

The reviews also brought the following results in Q4 2011:

- 125% higher conversion rate for visitors who interacted with them

- 157% higher time-on-site for visitors who interacted with them

- 111% higher page-views-per-visit for those who interacted with them

Source: Marketing Sherpa, Coffee For Less

5. Video

You Tube

• Over 4 billion views daily

• 3rd most popular website on the Internet

• How to is popular• Humor• Doesn’t need to be

a Hollywood production

Image credit: Blendtec

6. Online Press Releases

7. Case Studies

8. White Papers

9. Published Articles

10. E-Book

11. Media (Section of Website)

12. Micro Blogging

More Ideas for Content• Guest blogging• Webinars

• Books & audio books• Infographics• Speaking engagements• Mobile Aps• Podcasts• Video blog• Market research – published• Social media networks• Screencasts (step-by-step

instructions)

Website

Newsletter

Articles

Press Releases

Think Like a Publisher

Editorial Plan

• Determine content to be created• Ensure keyword research is done• Assign it someone or outsource it• Set up a calendar to track it• Do a monthly review of the targets done and

results e.g. keyword ranking results would influence future content creation around certain keywords

• Repeat

The more quality content you create and publish…

…the more business you will get.

Takeaways

Create an editorial calendar

Do your homework

Get the content created

Monthly review & adjust

Get it published – website and more

Repeat successful actions

Free Initial Consultation

Doug Haydoug@doughayassoc.com

Direct: 250-756-0306877-226-3823

Website: www.resultspm.comTwitter: www.twitter.com/doughayFacebook: http://www.facebook.com/doug.hayLinkedIn: www.linkedin.com/in/doughay

Copyright Notice All materials contained in these presentations

are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay.

The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.