the bold new world of content marketing
DESCRIPTION
You own a small business and you've been considering blogging for business, creating and sharing images or videos, or creating your own podcasts. But you're not sure it would bring any return on investment, right? Small businesses have been hesitant to dip their toes into the world of content marketing, leaving it to the big boys of the corporate branding world to create blogs, video, infographics, and online articles. But content marketing has serious benefits for a small business operating in a competitive marketing environment. Here's how you can use these techniques to get the edge on your competitors and build your online presence - as well as links and tips to get you started.TRANSCRIPT
![Page 1: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/1.jpg)
Sasha Wasley of Razzed Communications
presents
![Page 2: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/2.jpg)
What is Content Marketing?• Spreading the word about your brand, business or product through
online content.• Includes: • Blogposts• Articles• E-newsletters• Images and infographics• Videos• Podcasts
![Page 3: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/3.jpg)
The Cardinal Rule of Content Marketing
ADD VALUE• Share your knowledge• Answer questions your customers are asking• Bring new knowledge and insights• Entertain and inform
![Page 4: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/4.jpg)
Hang on … I’m supposed to just give my knowledge away???
![Page 5: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/5.jpg)
Why Content Marketing?• Answer the research call of online users• Create online community • Create shareable content• Establish your expertise – you become the product• Attract traffic to your site/profiles• Reach and hone in on your niche • Build search engine ranking• Keep your website fresh• Pre-qualify your online leads
![Page 6: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/6.jpg)
Blogging
![Page 7: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/7.jpg)
First work out if it’s right for you•It’s a time commitment•How’s the competition?•How’s your ability to write?•What are your goals?•Have you got a strategy?
![Page 8: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/8.jpg)
The next step: creating your blog•Ask your web developer (your website may have blog functionality)•Use a public platform (e.g. Blogspot/Blogger)•Build your own using open source software (e.g. Wordpress)•Choose a blog name
![Page 9: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/9.jpg)
A quick walkthrough: Blogger•Sign up with Google•Choose your theme•You can opt for a custom domain•Use formatting and add media•Add functionality through Gadgets• Integrating with your site: mutual links or a feed e.g. rssinclude.com
![Page 10: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/10.jpg)
A quick walkthrough: Wordpress• Sign up – create an account •Create blog: custom domain or Wordpress domain• Some use blog.[websitedomain].com.au• You can build a full website on Wordpress
•Choose your theme and customise it •Use plugins to add functionality
![Page 11: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/11.jpg)
What do I write and how often?• Think about customer FAQs and turn them
into stories• Look at competitor sites and major industry
content sites for inspiration•Check out consumer forums•Develop a content plan/theme calendar•Commit to a rate of posting – diarise!
![Page 12: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/12.jpg)
How to get it seen
•Pinging (e.g. Pingomatic.com)•Sharing on your social channels•Link in your email signature• Include in an e-news/bulletin•Business card/marketing materials
![Page 13: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/13.jpg)
E-newsletters
![Page 14: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/14.jpg)
Choosing your mass mailer •Check with your web developer or CRM developer (you might have a mailer already)•Mailchimp – free up to around 2000 recipients•There are Wordpress mailer plugins •Using your own email program such as Outlook is not ideal
![Page 15: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/15.jpg)
The goals of an e-newsletter
•Stay top-of-mind•Educate your customers about what you do•Entice them with promotions or deals•Give them news they want to read•Build the relationship of trust
![Page 16: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/16.jpg)
What NOT to do
•SELL, SELL, SELL•Bombard too frequently•Buy, beg, borrow or steal databases•Disrespect the choice to unsubscribe•Send an incorrect email with mistakes or broken links•Fail to BCC if you’re using your own program!
![Page 17: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/17.jpg)
Getting it right
•Understand what your audience wants:- Discounts- Real news- Giveaways and contests- Valuable information- Entertainment
![Page 18: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/18.jpg)
MailChimp Walkthrough
•Create login at: www.mailchimp.com•Upload/Import your lists•Create sign up and unsubscribe forms•Play with and use templates•Test and schedule campaigns•View full reports
![Page 19: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/19.jpg)
Best Practices•Add a sign up form to your website/blog/FB, etc.•Choose a frequency and commit to it•Mixture of value adding and promotions•Keep it brief and pithy. Consider ‘teaser-link’ combo•Add visuals•Test and schedule
![Page 20: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/20.jpg)
Repurposing content
![Page 21: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/21.jpg)
Repurposing your valuable content IP•Remember: Google says duplicate content is not cool. But some syndication is okay.•Explore ways to repurpose• Infographics/images• Summarised blogposts for social shares•Reworked posts for niche industries•Presentations on Slideshare
![Page 22: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/22.jpg)
Infographics & Images
![Page 23: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/23.jpg)
Platforms for Sharing Images
• Instagram – snapping and sharing•Pinterest – collecting and sharing• Infogr.am – infographics •Photobucket/Flickr – hosting •Tinypic – good for embedding
![Page 24: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/24.jpg)
Platforms for Creating Images
•Photovisi collages•Canva/PicMonkey•Visual.ly/Infogr.am•Powerpoint! Single slides make great images•Recite/Quozio/BrainyQuote/Behappy.me•Poster my wall – nice backgrounds and templates
![Page 25: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/25.jpg)
Picmonkey
LivLuvCreate
Powerpoint
Canva
Infogr.am
![Page 26: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/26.jpg)
Postscript: tagging and hashtagging
•Enhance searchability•Gain followers on specific topics•Use labels/tags on blogs•Use Hashtags on Twitter, Pinterest, Instagram, Facebook, Tumblr, etc…
![Page 27: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/27.jpg)
Postscript 2: getting coverage•Media callouts: HARO and SourceBottle•Online news sites and blogs•Approach in an organised fashion with a strong newsy pitch and some good photos• If it’s a blog, have a giveaway ready•Guest blogging
![Page 28: The bold new world of content marketing](https://reader036.vdocuments.mx/reader036/viewer/2022062510/54533f3bb1af9f160a8b47d8/html5/thumbnails/28.jpg)
Thank you.Blog: www.razzedcommunications.com.au
Twitter: @RazzedCommsFacebook: Razzed CommunicationsLinked In: Sasha Wasley