Effective content marketing for professionals and small business
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The document presents an overview of effective content marketing strategies for professionals and small businesses by Doug Hay, emphasizing the importance of social media, blogs, SEO, and reputation management. It highlights various content types, including videos, press releases, and newsletters, and provides actionable steps for engaging with customers and generating leads. The presentation encourages ongoing content creation and development to enhance visibility and trust among consumers.
Effective content marketing for professionals and small business
- 1. Dead Simple Social Media Series™ Effective Content Marketing for Professionals and Small Business Presenter: Doug Hay, CEO
- 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker - presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
- 3. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training Ask for a complementary consultation
- 4. Free Consultation on Your Internet Action Plan A $250 Value Email or Call Today! Doug Hay [email protected] Direct: 250-756-0306 Toll Free: 877-226-3823
- 5. Dead Simple Social Media Series • Social media overview • Blogging • Google+ • Facebook • Twitter • Pinterest • LinkedIn • Using a Dashboard • Content Marketing
- 6. Agenda • Presentation • Q&A – write questions in Webinar questions console. • They will be answered at the end of the presentation. To get a copy of the presentation email: [email protected]
- 7. Social Media: Describes the online tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and interaction online between groups of people. - Brian Solis, author
- 8. Book: Cluetrain Manifesto ―A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. ―As a direct result, markets are getting smarter— and getting smarter faster than most companies.‖ Read the book for Free http://www.cluetrain.com/book/index.html
- 9. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
- 10. Content marketing is the creation and publishing of quality, meaningful and distinctive content for the purpose of generating discussion, growing a following and developing a social presence now expected by the search engines.
- 14. ―Content Marketing is all the marketing that’s left.‖ - Seth Godin
- 16. More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. ―The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
- 19. New Marketing Brand Brand Brand Brand Brand Brand Brand Brand Brand
- 21. ―Those who insert themselves into as many channels as possible look set to capture the most value. ―They’ll be the richest, the most successful, the most connected, capable and influential among us. ―We’re all publishers now, and the more we publish, the more valuable connections we’ll make.‖ -Pete Cashmore, Founder of Mashable
- 22. A word about reputation management: People interested in your products or services will go to the Internet to check you out. Do you like everything on page 1 an 2 about you on Google?
- 23. ――You can buy attention (advertising). ―You can beg for attention from the media (PR). ―You can bug people one at a time to get attention (sales). ―Or you can earn attention by creating something interesting and valuable and then publishing it online for free.‖ –David Meerman Scott, Best-Selling Author & Speaker
- 24. People buy from people they like and trust. What better way to gain trust than being a source of quality content that your readers trust.
- 26. 55% of consumers said they would be more apt to buy another product from a company who provides them with custom content. 68% like custom content because it’s tailored to their interests. - Custom Content Council
- 28. Level of effectiveness in achieving marketing objectives, by content Type
- 29. Content is King Search Engines Search engines will crawl your website more often if you have a website/blog which is updated regularly
- 30. Research Click thru Goals to website Content Engage Strategy Create Publish Content
- 31. Content Marketing for Small-Medium Business Success
- 32. 12 Action Items
- 33. 1. Your Website
- 34. Turn website visitors into leads which leads to prospects which leads to sales.
- 35. Landing Pages • Offer worked out • Strong headline • Compelling copy • Benefits • Call to action
- 36. 2. Blog
- 37. Blogging Attracts More Visitors
- 40. Newsletter Benefits • Controlled 100% by you • An email campaign will educate customers & prospects • Gives pre-release offers to enhance sales • News of interest to your audiences • High ROI
- 41. 4. Testimonials
- 43. Case Study: User Reviews User-Generated Content: Organic search up 10%, conversion up 125% with rich product reviews The reviews also brought the following results in Q4 2011: - 125% higher conversion rate for visitors who interacted with them - 157% higher time-on-site for visitors who interacted with them - 111% higher page-views-per-visit for those who interacted with them Source: Marketing Sherpa, Coffee For Less
- 44. 5. Video
- 45. You Tube • Over 4 billion views daily • 3rd most popular website on the Internet • How to is popular • Humor • Doesn’t need to be a Hollywood production Image credit: Blendtec
- 47. 7. Case Studies
- 48. 8. White Papers
- 50. 10. E-Book
- 51. 11. Media (Section of Website)
- 53. More Ideas for Content • Guest blogging • Webinars • Books & audio books • Infographics • Speaking engagements • Mobile Aps • Podcasts • Video blog • Market research – published • Social media networks • Screencasts (step-by-step instructions)
- 54. Blog Audio Newsletter Website Video Articles Press Releases
- 55. Think Like a Publisher
- 56. Editorial Plan • Determine content to be created • Ensure keyword research is done • Assign it someone or outsource it • Set up a calendar to track it • Do a monthly review of the targets done and results e.g. keyword ranking results would influence future content creation around certain keywords • Repeat
- 57. The more quality content you create and publish…
- 58. …the more business you will get.
- 59. Takeaways Do your homework Create an editorial calendar Get the content created Get it published – website and more Monthly review & adjust Repeat successful actions
- 60. Free Initial Consultation Doug Hay [email protected] Direct: 250-756-0306 877-226-3823 Website: www.resultspm.com Twitter: www.twitter.com/doughay Facebook: http://www.facebook.com/doug.hay LinkedIn: www.linkedin.com/in/doughay
- 61. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.