Welcome Fellow Marketers!

Fundamental Changes in Buyer Behavior are Driving an Online Content Marketing Revolution

How you can put content marketing to work on your website!

This Morning: Listening, Learning, Doing

• Why Content Marketing is the Future of Marketing• Why Your Website is Vital to Your Success• Building a Customer-centric Website Together

Why Old-fashioned Marketing Stopped Working

The Real Reason We’re Not Buying Cars

Marketing from 1948 to 1998: Almost Nothing Changed

Timeless Marketing Commandments

• Your job: – B to B: Make your customers successful– B to C: Make your customers’ lives better

• 1st understand, then be understood

• Listen, really listen to your customers

• Engage your customers in dialogue

How Your Buyers Used to Find Solutions to Their Needs:

• Talk to company sales reps

• Read trade publication ads and articles

• Read product literature• Go to trade shows• Talk to colleagues

• TV, Radio, Print, Outdoor Advertising

• Yellow Pages• See your business sign• Read an article about you• Talk to trusted friends

Business 2 Business Business 2 Consumer

Marketing from 1998 to 2008:

Almost Everything Changed

Buying Transformation

• Make up their own minds

• Thorough research before contact

• Don’t want to be interrupted

• Don’t want to be sold

21st Century Marketing: Traditional Media Can’t Do the Job

The Fate of Marketers Who Fail To Make Fundamental Changes

“Your Brand is What Google Says It Is,”-Author, David Meerman Scott

It’s All About Content Marketing

Your buyers find you online

Content Marketing = Thinking Like a Publisher

• Who are your customers?

• What are their most pressing concerns, interests, problems?

• Provide relevant & compelling content to address those problems

• Become trusted source of information and potential solutions

• Make it easy for them to take action

3 Very Different Content Marketing Success Stories

• David Lawrence Center

• Dustin Meyer

• Sky Road Consulting

David Lawrence Center:Becoming Really Accessible

• Trista Meister is only communications person

• Partnered with local web design firm

• Old website was content challenged

• New website is content-rich

• Easy entry for future clients

• Complements fundraising

Old David Lawrence Website

Old David Lawrence Interior Page

New David Lawrence Website

When You Really Need Help

Facebook & Photographer

• Young demographic

• Word of mouse

• Visual power

• Go direct to students

• 50+% $$ from FB

Small Companies Benefit the Most from Great Websites

Let Your Visitors Drill Down

Kevin’s Words of Wisdom Apply to Your Website, Too!

“Publishers sometimes seem to forget that their audience expertise is their greatest asset.”

The Key to Successful Content Marketing:

Translate Your In-Depth Customer Understanding into Relevant and

Compelling Content

Content Marketing = Thinking Like a Publisher

• Who are your customers?

• What are their most pressing concerns, interests, problems?

• Provide relevant & compelling content to address those problems

• Become trusted source of information and potential solutions

• Make it easy for them to take action

Now We Roll Up Our Virtual Sleeves

We’re going to create a small business website that delivers

content and customers

Hyper Local Magazine

Nice ¼ Page Ad in BB Journal

What’s missing from this ad?

What’s Your Next Step?

Not Much Help from

How Many$$$ for Online Yellow Book?

After checking 6 links, I Still Have Serious Unanswered Questions

• Does this agency understand my insurance problems?

• Do they have the expertise to solve my insurance problems?

• How are they unique?

• Can I can trust this agency?

• If they don’t have a website, can I take them seriously?

Just Any Website Won’t Do

It’s all about the company and not about their customers’ problems

It’s Not Enough to Provide A Smattering of Information

Don’t Be An Online Used Car Sales Guy!

Award Winner for Content Not for Being Graphically Cool

Making Renter’s Insurance Relevant and Compelling

Content Marketing = Thinking Like a Publisher

• Who are your customers?

• What are their most pressing concerns, interests, problems?

• Provide relevant & compelling content to address those problems

• Become trusted source of information and potential solutions

• Make it easy for them to take action

Your Next Steps: Answer These Questions

• Who are your ideal customers?

• What are their most pressing problems?

• What online information can you provide to solve those problems?

• What changes are essential to rebuild your website to make it customer-centric and content rich?