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 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
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
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
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
Make up their own minds
Thorough research before contact
Don’t want to be interrupted
Don’t want to be sold
21 st 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
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
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
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+% $$ from FB
Young demographic
Word of mouse
Visual power
Go direct to students
50+% $$ 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
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?
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
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?
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?
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... to increase engagement and traffic to your website, ... this Advanced Guide To Content Marketing is ... tactics you can put to work today to begin ...
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The idea of content marketing is to attract and retain customers by ... For PPC to work, you need great content ... website, they spent 15, 30 ...
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But having awesome content on your website is crucial to making inbound marketing work for your business. ... Put it on your 'About Us' page.
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You can find my website at www.DigitalTonto ... to do some content marketing, you will ... takes work to master. So, if you expect to ...
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5 Things Your Website ... and types of content/features you put on your website play a ... Is Your Website Marketing Working For Or Against You? ...
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Can You Use or Reproduce the Work of ... website, or using an image in your marketing ... content to drive traffic to your website or ...
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Michele is the Vice President of Content at the Content Marketing ... to make content marketing work for you. ... get your website results ...
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How to Add HTML Embed Codes to Your Website ... media content work harder for your overall content ... you use embedded content in your marketing?
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How Does Affiliate Marketing Work? ... affiliate marketing like a real business, and you put 100% in ... marketing you typically have a website, ...
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