Content that works!

Ashley NorthingtonDENOR Brands & Public Relations

About Ashley NorthingtonAshley Northington is determined to help people,

organizations and brands share their stories with the world. She is an award-winning public relations consultant,

entrepreneur, writer and media connoisseur. She is the founder and director of the boutique public relations firm,

DENOR Brands & Public Relations.

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We’re here to learn how to

for your ideal clients to do business

WHY ARE WE HERE?

Create a clear pathway

Through high quality content found on social

media

Let’s talk content marketing life cycle

The Content Purpose

Your content and corresponding social media

efforts should serve one purpose:

ATTRACT NEW CLIENTS!It must be integrated into all of your efforts to be effective.

Development Publish Social Media Web Site Contact Form or CTA Follow Up Sale

The content process

Market the solution Make contact

IDENTIFY THE PROBLEM Offer the solution

Knowing your audience is critical to developing high-

quality content. Your content must be used to solve a

problem your audience has.

Develop and/or curate all of your content around solving your audience’s problems, pain points and questions.

Consistently and strategically broadcast your problem-solving content on social channels your

audience frequents.

Your content should lead your audience to your web site where they can leave a comment, send an email, etc. Use that contact info to follow-up and make sales.

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Content marketing TIPS

Today, we’re going to go over the crucial steps that will help you develop content you can use to develop relationships

and make money!

Content that works!

Zero in on what services you will offer. Only offer the

services you love and the ones that you do well. Develop your business model around these

services.

1Know your nichE

Content that works!

Learn your customers and their problems – inside and out. You

will need to determine how your services will solve their

problem. You will need to pinpoint a very specific type of

customer and solve a very specific problem.

2Know your customer

Content that works!

Use your unique talents to develop a specific service

(a program, coaching session, package of services)

that will solve your ideal customer’s problem.

3Solve your customer’s problem

Content that works!

Create and curate content that relates to your program/service

and is meaningful to your target.

4Create your content

Content that works!

Publish your content on your web site. Put each piece of content on a landing page

within your site. In exchange for accessing or

downloading the content, potential customers must

provide their e-mail address.

5publish your content

Content that works!

Engage with your target audience by broadcasting your

content only on the social media platforms your audience

frequents.

6broadcast your content

Content that works!

Multicasting allows you to distribute one piece of content

through many channels.

7multicast your content

Content that works!

Multicasting can be done these ways:

By distributing content this way, you reach more people and consistently drive

traffic back to you to introduce your audience to your services so that they

become clients.

livecast podcast

bookcast mobilecast

socialcastblog

Say Hello!Use those e-mail addresses, phone numbers and other contact information you

collected from distributing your content on social media to follow up with your target

audience.

Content that works!

8Contact your Audience

Introduce your special, problem-solving program to

your target. You might rely on e-mail marketing or your sales calls to make the introduction.

Be sure to have a sales page on your web site that contains all

the details about your program.

Content that works!

9Program meet Audience, audience meet program

Use your interactions (e-mails, calls, presentations, etc.) with

your audience to tell them WHY they NEED your program or product and HOW they will

BENEFIT. Use your content to showcase your skills and expertise. Broadcast this

content on your social media platforms.

Content that works!

10

Follow up

Close the deal. Enroll the right people in your program or offer

your services to the right audience members. The right

people will choose to purchase from you.

Content that works!

11

close the sale

Get the results you promised.

This is your time to shine! Work your services to the fullest and

get the results for your new clients. Solve their problems. Be

their hero.

Content that works!

12

Deliver the good stuff

Let’s take a look at good content examples:

http://kimraluna.com

http://www.interactivitydigital.com

http://happyblackwoman.com

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IT’S ACTION TIME!

Let’s take a look at the tools I use to make this work:

HootSuiteCanva

MailchimpLeadpages

Bit.lyBlog (WordPress or Blogger)

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IT’S ACTION TIME!

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AT-HOME ACTIONABLE

Complete the steps we reviewed in class. Share in the #LiveYourBrand

group how you are going to develop Content that Works.

Here’s Your Chance…

Ask Me Anything.Do You Have Any Questions?

Ashley NorthingtonDENOR Brands & Public Relations

700 Craighead Street, Suite 107Nashville, Tennessee 37204Office: 1.855.809.6697

Email: info@denorbrands.comTwitter & Facebook: @ashnorthington | @DENORPR

ashleynorthington.com | denorbrands.com