digital content marketing for small businesses
Post on 31-Jul-2015
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#SWagger@stoneward
High Quality Content Serves Two Purposes
Attracts your readers and viewers and keeps them engaged.
Helps your site rank well in search engines. #SWagger
@stoneward
Common Content Marketing Goals
Awareness
Thought Leadership
Increase Number of Qualified Leads
Improving Conversion Rates
Lower Cost of Customer Acquisition
Enhance Customer Service
Better customer retention and upsells #SWagger@stoneward
Digital Swagger
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
#SWagger@stoneward
Digital Swagger
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
#SWagger@stoneward
What is Content Marketing?
Content marketing is placing yourself in the path of your customers and potential customers
without selling.
#SWagger@stoneward
What is Content Marketing?
Being:HELPFUL
INTERESTINGSURPRISINGDELIGHTFULENGAGING
TIMELYRELEVANT
without pushing products and services.#SWagger
@stoneward
What is Content Marketing?
Becoming known as a resource that people want to tap into again and again.
and again and again and again.#SWagger
@stoneward
Content marketing costs 62% less than other traditional marketing initiatives,
while it generates about three times as many leads.
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“What plagues CMOs the most is the ability to create sustainable and engaging
customer relationships while improving customer experience.”
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Digital Swagger
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
#SWagger@stoneward
WHAT IS A CONTENT HUB?
“If people like you, they’ll listen to you. But if they trust you, they’ll
do business with you.”
– Zig Ziglar
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their interests
your expertise
good content
How do you create a Content Hub?
Know your audience.
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How do you create a Content Hub?
Focus your topic.
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How do you create a Content Hub?
Organize your structure.
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How do you create a Content Hub?
Encourage discovery & engagement.
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coca-colacompany.com
Consumer Product
Incorporated in Main Site
Key Takeaways
• Build trust by knowing who you're talking to and how to talk to them
• Centralize focus & be the expert, not the Jack-of-All-Trades
• Make it easy to find, share and participate with your brand #SWagger
@stoneward
THE HUB IS YOUR HOME BASE.
IT IS THE HEART OF YOUR CONTENT MARKETING.
#SWagger@stoneward
Digital Swagger
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
#SWagger@stoneward
Created & Published with a Particular Audience
in MindVisual
Auditory
Written#SWagger
@stoneward
Visual
Video
Photos
Illustrations
Charts/Graphics
Presentations#SWagger
@stoneward
VIDEO
Video is here to stay. It’s shareable and engaging.
VISUAL CONTENT
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VIDEO
A picture is worth a thousand words.
VISUAL CONTENT
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VIDEO
More than 1 billion unique visitors visit YouTube each month.
VISUAL CONTENT
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VIDEO
Easy to upload Easy to share
Viewable on all devices Easy to digest
Engaging Entertaining
VISUAL CONTENT
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VIDEO
Optimize Your Video For Mobile Viewing
VISUAL CONTENT
#SWagger@stoneward
VISUAL CONTENT
VIDEO
Optimize Your Video For Sharing
VISUAL CONTENT
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VIDEO
So, you want a viral video? That’s Easy!
VISUAL CONTENT
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VIDEO
How many eyeballs does it take to classify a video as viral? 20,000.
VISUAL CONTENT
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VIDEO
Create a strong enough emotion or reaction from a group of people that they feel compelled to
share it with others and that is success.
VISUAL CONTENT
#SWagger@stoneward
Key Takeaways
Make it mobile friendly.Make it shareable.Make it emotional.
VISUAL CONTENT
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Auditory
Video
Podcasts
Music
Interviews #SWagger@stoneward
#SWagger14@stoneward
AUDITORY CONTENT
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AUDITORY CONTENT
Written
Blogs
Q&A
How To
Testimonials
Avoid TLDR#SWagger
@stoneward
What gets shared?• Tech news, humor and entertainment content. • Travel, business, food content is less likely to go viral. • Facebook: short time lapse between share and click back. • Tumblr, Google+ and blogging: longer time lapse between
share and click back. • Reddit, Tumblr, Twitter provide the most click backs per
share.
WRITTEN CONTENT
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Brand Journalism
Research, storytelling and reporting for a non-media company, in that company’s line of business, with the
goal of thought leadership.
WRITTEN CONTENT
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Brand Journalism
1. Advertisers have become publishers. 2. Brands are using journalism hubs to share news
and images to connect with consumers in a "high trust" presence.
3. Digital allows for words, pictures, audio, video; you're not limited when it's online.
WRITTEN CONTENT
#SWagger@stoneward
Digital Swagger
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
#SWagger@stoneward
Distribute
For every one hour spent creating content, spend four hours figuring out how to distribute it.
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Distribution Channels
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Paid Media
Paid media is most valuable for building awareness among consumers about a product,
service, or promotion.
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Banner Advertising
Search Advertising
Native Advertising
Sponsored Social Posts
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Owned Media
Social media is a horizontal layer that touches every part of your business: customer service to
acquisition to retention.
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Social Media
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Blog Facebook Twitter
Instagram Pinterest Snapchat YouTube Google+ Tumblr
Periscope Reddit #SWagger
@stoneward
The Benefits of Social:
Word-of-mouth referrals/shares.
Search engine optimization.
Learning from your audience through conversation.
Demonstrating brand personality.
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#SWagger14@stoneward
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#SWagger14@stoneward
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Earned Media
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You can't be effective as an online brand journalist, unless you're online, a lot.
Auditing sites that tell me what the media is doing.
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You can't be effective as an online brand journalist, unless you're online, a lot.
Auditing personal feeds, posts of journalists that we've targeted
on behalf of our clients.
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You can't be effective as an online brand journalist, unless you're online, a lot.
Engaging on a personal level with the journalists online and in person when possible and respond to journalists.
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#SWagger@stoneward
You have to be so familiar with the story you're telling, you could do so in 140 characters.
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Create a personal "brand" as a thought leader, trusted journalist.
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Show gratitude in a very public way.
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Digital Swagger
The HubCreatingContent
DistributingContent
Measuring & Optimizing
What is Content Marketing
#SWagger@stoneward
Measurement
“Digital marketing and analytical thinking are the most sought after specialized skills within the
marketing function.”
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What is working?
Where should you spend your time?
Can you use the data gathered for predictive analysis?
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shareslikes
visits
time spent on siteviews
clicks
impressions
pages
opens
forwards
retweets comments
sign-ups
joins
conversions
engagements
#SWagger@stoneward
If you don’t measure it, did it happen?
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