The

Publicity

Gal

Presents

7 Ways To Build

Your Brand With

Content

Marketing

Lisa Horn, CAS

Hello! I’m Lisa Horn, CAS, a.k.a. @ThePublicityGal, and I specialize in PR, content marketing & publicity using a journalistic approach. Authentic storytelling—not spin.

I put my 20 years of promotional products industry experience to work consulting with a number of suppliers, distributors and service providers on their publicity, catalog, social media and strategic communication efforts.

Takeaways: What You’ll Learn

In today’s webinar, we will:

Discuss current content marketing trends &

how they apply to the promo products industry

Understand 7 ways you can create content to

boost your brand

Learn essential content development tips to

get you started

Know the 3 must-haves to every content pieces

Get Social: Live Sharing

Tweet away!

Please use #WednesdayWebinar, @thepublicitygal and/or @paulkiewiet so everyone can engage in the conversation.

Product Or Service Purchasing

Habits In A Digital Age

Before making a consumer purchase, from a

book to a new car, what do you do? You put

Google to work—by investigating the product,

pricing & locations. And all this happens before

dropping a dollar.

The same is true in

business.

Why Content?

“Buyers need content that

makes them smarter and

more knowledgeable.

Businesses that provide

that content will win.”—Joe Pulizzi & Newt Barrett

Get Content, Get Customers

Content By The Numbers Content marketing costs 62% less than

traditional marketing & generates about 3 times

as many leads. (Source: DemandMetric)

60% of marketers create at least one piece of

content weekly (Source: eMarketer)

Only 32% of marketers say they are effectively

executing enough content (Source: Aberdeen)

The average organization spends 30% of its

marketing budget on content, with the most

effective spending 39%. (Source: CMI)

Top 5 Content Marketing Goals

According to the Content Marketing

Institute, marketers most often use content

to achieve these goals:

1. Brand Awareness

2. Lead Generation

3. Customer Acquisition

4. Thought Leadership

5. Engagement

Content: Selling Vs. Buying

Today’s buyers demand

much from their business

partners. They don’t

want to be sold; they

want to be given a

reason to buy.

Give them a reason by becoming a resource

that provides educational content, and you’ll

naturally attract buyers without the hard sell.

What Can Content Do? Tell Your Story

Educate Audience

Attract Buyers

Overcome Objections

Build Buzz

Create Trust

Build Loyalty

Convert Sales

Boost Your Brand With Content

1. Blogs

2. Social Media

3. Email

4. Newsletters

5. PR

6. Earned Media

7. Presentations

Blogs

Blogs allow you to publish content that you

own as frequently as you want, building an

information asset that builds year after year.

What blogging platform is right for you?

Check your options:

http://knolzone.com/2014/03/beautiful-

best-blogging-platforms/

Blogs: Fast Facts

The most effective B2B marketers believe blogs

are the most powerful content marketing tactic (Source: CMI)

82% of marketers who blog see positive ROI for

their inbound marketing. (Source: HubSpot)

Brands that create 15 blog posts per month

average 1200 new leads per month (Source:

HubSpot)

Social Media

Today, participation in social media is

expected. The key to success is using the

platform where your audience is engaged.

Social Media: Fast Facts

The most common content marketing tactic is

social media, used by 87% of marketers.

B2B marketers believe LinkedIn is the most

effective social media network for content

promotion

49% of small businesses believe SlideShare is

highly effective content promotion

(Source: CMI)

EmailPeople who opt in to your email list want to hear from you. Make it worth their time!

Go beyond just sending product. Give ideas on how to use it, info to make their job easier…and enhance your sales process.

Customers who receive email newsletters spend82% more when they buy from the company. (Source: iContact)

Newsletters

Newsletters are a powerful communication

tool as a stand-alone vehicle or when

combined with other content

marketing tactics.

Electronic or Print? Both?

Success: Must commit to a regular publishing

schedule.

Publicity & PRBeing featured in media outlets relevant to

your audience not only boosts your visibility but

also provides an independent third-party

endorsement that enhances your credibility.

Press Releases

Media Interviews

Bylined Articles

Earned Media

Earned media, whether

quoted interviews or

bylined articles, showcase

your expertise and boost

your credibility…and help

you reach new readers.

Look for opportunities in media that your

customers and prospects read!

Presentations

Teaching is one of the most definitive ways

to demonstrate your expertise. Look for

opportunities locally, nationally…or host

your own.

Education Sessions

Webinars

Keynote Speeches

Getting Started

Understand Your

Audience

Think Like A

Journalist

Write What You

Know

Before you begin your content marketing

journey, consider 3 best practices:

Understand Your AudienceBefore putting fingertips to keyboard, you must

first understand your

audience’s information

needs. What are their

pain points and how

can you be a resource

to make life easier?

Remember: Content must be meaningful,

relevant & actionable—which can only be

determined by your audience.

Think Like A Journalist

Look for the story behind the sale. Don’t sell.

Address needs, solve problems, offer advice.

Write about experiences. Give examples.

Main content mistake: Writing about what you

want to say rather than what your audience

wants to hear. Instead of thinking like a marketer,

think like a journalist.

Write What You KnowAfter identifying the kind of info that appeals to your audience, then develop content. Avoid writers block by writing what you know. It:

Allows you to be authentic—and that’s what readers want.

Gives you the opportunity to share expertise & develop a reputation around your skills.

Helps develop your style & voice without having to stress out about subject matter.

Content Ideas: A Jumpstart What questions do customers frequently ask?

(addresses current needs & wants)

What questions should customers ask?(offers solutions not previously considered)

What recent projects have been successful?(showcases your expertise while giving ideas)

What do my customers want to do better?(provides needed advice)

Content Must Haves

Every piece of content you publish should

contain 3 essential elements:

1. A clickable headline(Get 28 headline writing ideas here:

http://www.momeomagazine.com/hate-writing-

headlines-28-fill-in-the-blank-headlines/)

2. A compelling opening paragraph that

further draws readers in

3. A call to action at the end

Editorial Calendar

Avoid writers block. Develop a set of content

categories first then build an editorial calendar.

Provides framework for communication

Offers accountability through deadlines

Allows planning around future events

Makes it possible to write in blocks & schedule

what’s done…reducing any panic writing

because of no recent posts.

Integrate & Maximize

People consume content in a variety of ways. Increase content visibility & ROI on your efforts by combining content pieces.

Example: Blog Posts Publish on social media Distribute via email Include in internal/external newsletter Combine several related short posts to create a

column length article for earned media Combine several articles to create ebook

Content Builds Reputation

Every post, tweet, status

update, photo & video

is a piece of content

that has the potential to

positively or negatively

reflect on your

reputation & that of your company.

What message are you sending?

Think twice before you post!

Everyone Is A Publisher

The simple act of

posting anything

online makes you

a publisher.

Are you thinking

like one?

Final Thoughts

Content that has no real value (Happy Monday!) is just noise. Don’t post unless you have something relevant to add to the conversation.

Think about your audience’s needs rather than your own—and build content from there.

Everything you post has the potential to build—and conversely detract—from your personal & corporate brand. Be smart about your content.

Content Differentiates

“This is what great

marketing is all about—

turning a standard

product that could be

available anywhere into

an incredible & ownable

brand experience.”

—Jim Joseph

The Experience Effect

Make A Commitment

What top three things that you learned

today will you implement immediately?

Make a commitment to do it and set a

deadline.

Share your goals with others and keep each

other accountable.

Questions?

Connect With Me

http://thepublicitygal.com

http://www.linkedin.com/in/lisakhorn/

http://twitter.com/thepublicitygal

http://www.facebook.com/lisakhorn.biz

You’ve been a great

audience!