THE VALUE OF CONTENT/ONLINE

MARKETING Using Search Technology

To Advance Your Brand’s Position

WHAT IS IT? PRODUCING CONTENT FOR ONLINE MARKETING INITIATIVES – Books, white papers, research studies

– Speeches, presentations, seminars, interviews – HR manuals, policies, annual reports – eNewsletters, email marketing, CEO blogs – Customer reviews, employee testimonials – Video, podcasts, audio clips – Social media/electronic output: blogs, Twitter, LinkedIn, Flickr, Tumbler, Pinterest, Facebook – Historic records, stories, articles

MIX IT UP. ONLINE MARKETING AND SOCIAL MEDIA = CONTENT MARKETING

Online Marketing: SEO, social media and content marketing Social Media: an avenue for building your content online

B2B CONTENT MARKETING USAGE BY TACTIC

THE RESISTENCE FACTORS • Stuck in responding to proposals instead of brand building • Time/priorities/budget • Internal resources • Education and experience • Lots of noise out there…where to go? • Generational • Weighing the risks, security • Measuring, evaluating ROI

WHY BUILD CONTENT FOR ONLINE MARKETING? THE BENEFITS THE BUYER’S PERSPECTIVE

• Further defines a brand and tightens customer bonds • Convenience and speed • Familiar process • Remain informed; information relevant

THE MARKETER’S PERSPECTIVE

• Increase lead generation, brand awareness, website traffic • Fuel sales pipeline, drive more business for company • Share information with customers and dimensionalize brand • Measurable and adjustable • Largely automated • Geographic reach; share and viral potential

ONLINE MARKETING FACTS • 77% of professional services firms generate new business leads online • Online lead generation drives faster firm growth • 55% of firms get new hires online • 66% of firms plan to increase their online marketing budget this year

BENEFITS OF ONLINE MARKETING

• Differentiate your firm from other companies; brand building • Position your thought-leaders; stand out from the competition • Build personality of company; gain trust. Social media is more personal, conversational • Generate website traffic, lead generation • Gain market awareness/sharing • Stay top-of-mind with clients • Inform new markets/geographic, advance new products/services • Expand reach; electronic marketing is viral • Recruiting. Employee retention • Improve SEO, search rankings (Google) • Cost-effective. Repurpose content across all media

DEVELOP STRATEGY FOR ONLINE MARKETING

• Establish your objectives and goals • Outline your campaign • Determine responsibilities for implementation • Create schedule • Determine brand position, voice, messaging • Reporting, analyze • Adjust

STRATEGY ENGAGEMENT

IMPLEMENT YOUR PLAN

Establish Process • Content strategy, creation and distribution coordinator • Content calendar • Writing, coauthors • Voice, brand messaging, key words • Extend distribution to website, blog, social, email, enews • Engagement, sharing, incentives, offerings • Brand consistency with social media accounts • Analytics • Sync with other marketing strategies • Coordination and communication with bus dev and sales • Files management, naming conventions

PLAN OF ACTION

Blogs:relevant content

frequency

SocialAccounts:

keep updatedleverage content

tools

White PapersBooks:

gold standardcredibility Interviews

SpeechesPodcasts

Video:sustainable

ContentMarketing

PublicRelations:wire service

leverage contenttools

Inbound linksClient sharing:

social and website

PLAN OF ACTION Tips for How to Get It Done

• Allocate resources–internal or outsource • Establish a social media policy • Get buy-in of strategy • Pinpoint your thought-leaders, senior/junior management • Marry face-to-face with online • Research your firm’s relevancy for your target audience • Poll existing clients. Where/what are they reading? • Set up and report Google analytics • Listen first, broadcast second • Repurpose content • Dig into history, archives, customer testimonials for great content

PUBLIC WEBSITE

COMPANY FACEBOOK PAGE

COMPANY LINKEDIN PAGE

COMPANY WEBSITE/NEWS INTEGRATION

COMPANY LINKEDIN

COMPANY TWITTER

RESOURCES

• chiefmartec.com • contentmarketinginstitute.com • marketingpower.com: American Marketing Association • socialmediatoday.com • hootsuite.com • tweetdeck.com • blog.propertypal.com/40-inspirational-architects-websites • Managing Content Marketing by Robert Rose • The Fame Game 2.0 by Carl Friesen

THANK YOU

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