Date post: | 07-May-2015 |
Category: |
Marketing |
Upload: | nanette-newbry |
View: | 129 times |
Download: | 4 times |
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
studio2055.com
BLOG studio2055.com/designwise
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