how to use content marketing to better reach your ideal audience
TRANSCRIPT
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How do you explain content marketing
without getting frustrated?
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In Content Marketing,the Content IS the Ad(Not to be confused with the content of your ad)
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Which one are you more likely to trust?
AdContent
Editorial Content
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Types of Content
Text (e.g., blogs)
Photos
Videos
Audio (e.g., podcasts)
Infographics
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Stop Thinking Like an
Advertiser
Start Thinking Like a
Publisher(But with a Goal)
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Publishers Ask:
What gets someone’s attention?
(Someone = Your Ideal Customer)
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Batman: The Dark Knight Rises
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Content Marketing Disguised as a Crime Scene
“Investigation”
AudioDeciphered Sound Clip
Twitter#thefirerises @thefirerises
WebsiteIbelieveinharveydent.com
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Growing Your Audience: Two Steps
ContentPromotion
ContentCreation
We’ll share what she’s creating!
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Step 1 Step 2 Step 3
IdeasProductService
?Profit
Followers
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Guest blogging is not a strategy.
Neither are infographics.
Nor is “Let’s make a viral video!”
These are tactics.
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Content Strategy
Specific Goals
Tactics
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Content Strategy: Business Objectives
Increase Brand AwarenessExpand Customer SupportPersonal BrandingIncrease RevenueSell More of Product XMore Leads
Increase Unique VisitorsIncrease PageviewsImprove Customer RetentionBoost SEOCommunity ManagementHigher Conversion Rate
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Specific Goals: What actions do you want your audience to take?
Newsletter Sign-up Set up an Appointment
Free Trial
Register for a ClassTry Your Recipe
Provide an Estimate
Demo Sign-up
From Third-party Forum to a Website Visit
From a Blog Post to a Video View
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Content that people
care about.
What content will resonate the most with your audience?
Photo: StockPhotoStudio.com
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PersonasDemographics + Psychographics of Your Target Market
Fictional Characters that Represent Ideal Customers
DemographicsAgeGenderLocationJobEducation LevelExperience LevelMarital StatusHealth Status
PsychographicsNeedsWantsPersonal InterestsBusiness InterestsBuying BehaviourProduct Research HabitsLifestyle ChoicesDigital Device Usage Frequency
+
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Samuel Jackson:Confident Tough Guy
AvengersCaptain AmericaStar Wars (Episodes 1-3)Pulp FictionDie Hard 3Snakes on a PlaneThe Long Kiss GoodnightThe NegotiatorDeep Blue SeaJackie BrownA Time to Kill
Typecast!
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BrainstormKeywords & Ideas
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Tools
Mindmeister.com (PC)
MindNode.com (Mac)
Gliffy
OmniGraffleContent
Marketing
Guest Posts
Trendy Idea
Trends
More
Cool Idea Best
Idea
Ok Idea
Audio
Video
Use Mind Mapping Tools for Brainstorming
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Persona Mind Map
Business InterestsA doctor starting a practice has more potential than one who is close to retirement.
Business Type
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Keyword (Services) & Ideas Mind Map
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Connect Keywords/Ideas to Personas
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Starting a Practice
Plastic Surgeon
Mobile / Responsive Website
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Result
ContentCreate content about the importance of mobile websites/responsive design for plastic surgeons.
Possible TacticsPublish an article in a plastic surgery magazine.
Offer a short ebook as incentive to sign-up for your newsletter.
Create an infographic showing how prospects are using mobile devices more than before.
Video interview a plastic surgeon who has had success with responsive design.
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AnticipateConsumer Needs
(i.e., Search Intent)
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90%Discount!
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Missed an opportunity?You Didn’t Anticipate Consumer
Needs
vs.
Lauren LukeSales: eBayMarketing Budget: $0Videos: HomemadeVoice: HumanYouTube Followers: 559,000
SephoraSales: Retail & OnlineMarketing Budget: $20 MillionVideos: ProfessionalVoice: CorporateYouTube Followers: 215,000
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Ask Customer Service(or Whoever Answers the Phone)Use a SpreadsheetSoftwareSaaS
Ask Prospective ClientsGoogle Consumer Surveys
Get Info DirectlyFrom Your Audience
Ask Current ClientsSurvey Monkey
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Data Research
Get Demographic InfoGoogle Public Data Explorer
Google Display Planner (AdWords)
Google Analytics
Data & Stats Search EnginesZanran
Data360
GetTheData
Consumer BehaviourConsumer Barometer (by Google)
Break Down SilosAsk Other Departments
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Content marketing works because people really want to…
(a) Hire you.
(b) Be sold to.
(c) Marvel at a product’s features.
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Content marketing works because people really want to…
(a) Hire you.
(b) Be sold to.
(c) Marvel at a product’s features.
(d) Solve their problems.
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How do you get a deal on Dragon’s Den?
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Solve a Problem
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While Somebody Out There Really Wants to Know…
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This is not content.It’s crap.
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Every Time You Publish Crappy Content, A Puppy Dies
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Prove That Your Content is:
UsefulEducationalEntertainingWorth Consuming
Do You PracticeSmart Content Marketing?
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The Social Secret Behind…
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Crowdsourcing
This is your target audience.If you want your content to resonate with them,
just ask them what they want!
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Crowdsource Suggestions
Google SuggestTool: ubersuggest.org
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Mine CommentsCheck Quora (Q&A) ReviewsRead, Watch & Listen
Follow Twitter Hashtags Especially: Events, Twitter Chats & Trends
Crowdsource by LurkingImmerse Yourself in Your Audience
Subscribe to NewslettersBlogs & Online Magazines
LinkedIn Groups
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Duplicate Content is Evil.Don’t Go There.
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Instead of Duplicating Content,Repurpose it!
Give Conference Talk Write Blog PostPost Slides
Write BookPublish Video
Guest Post
Create Infographic
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Test Page Layouts
Plugin to ConsiderCrazyegg Heatmap Tracking
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Content Discovery PluginsOutbrainZemanta (Editorial Assistant)TaboolaEngageYa (Cross Promotion)nRelateEasy Tynt
Spread Your ContentAttract People From Other Sites
Other Articles From Blogger’s Own Website
Related Article
from Your Website
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Click to TweetContent Sharing
Customize Messages With Pre-made Tweets
Plugins to ConsiderClickToTweet.com
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Share to Unlock
Plugins to ConsiderOnePress Social LockerWP Share to Unlock
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It’s not about being everywhere.
It’s about being in right place for your strategy.
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Adapt& Customize
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#2Search Engine
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Consider DifferentVideo Platforms
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Kogi Korean BBQ
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Official Book Website: www.smartcontentworks.com
Content Marketing Ideas