In this talk, I demystify content marketing, show its (surprisingly lengthy) history, and explain how to build and refine your own content marketing process.
HELLOmy name isContentMarketing
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@ C H R I S VA N PAT T E N
@ N A R J C A S T • N O TA R E A L J O B . C O M
G O F I R S T H A N D . C O M
WHAT ISCONTENT MARKETING?
Creating amazing content, like
Creating amazing content, likeBLOG POSTS
Creating amazing content, likeBLOG POSTSVIDEOS
Creating amazing content, likeBLOG POSTSVIDEOSPODCASTS
Creating amazing content, likeBLOG POSTSVIDEOSPODCASTSEBOOKS
that your customers willWANT TO OOOO1READ
that your customers willWANT TO OOOO1WATCH
that your customers willWANT TO OOOO1SHARE
(and make them want to buy!)
WHAT ARE THEBENEFITS?
Introduce potentialcustomers to your brand and its values
Capture leads andeducate them on yourproducts or services
More exposure in search results and socialmedia platforms
WHAT ARE THEPITFALLS?
EXPENSIVE
SLOW
REQUIRESLONG-TERMCOMMITMENT
HOW IS IT RELATED TOSOCIAL MEDIA?
CLOSELY!
CONTENT MARKETINGEDUCATING
SOCIAL MEDIAENGAGING
PINTERESTINSTAGRAMLINKEDINSLIDESHARETWITTERFACEBOOKBLOGPODCAST
WHAT MAKESGREAT CONTENT?
Makes an IMPACT
EDUCATES your customers
SELLS your product/service
EXAMPLES OFGREAT CONTENT
BIRCHBOX
BUFFER
ROSETTA STONE
STARTUP
CONTENT MARKETING ISNOTHING NEW
BUILDING YOURPROCESS
STEP 1Decide what contentyou want to create
STEP 2Draft your SOPs
Standard Operating Procedures
‘How-To’ manuals foryour content marketing
SOPs help keep you frombecoming reliant on any one contractor
STEP 3Choose a processmanagement tool
STEP 4Generate ideas
Talk to your customers(WHAT DO THEY FIND VALUABLE?)
Examine yourfavourite blogs(WHAT DO YOU FIND VALUABLE?)
Create writing prompts
Monthly editorial meetings
STEP 5Hire your content creators
WRITERS Elance, Reddit, Scripted, Writer Access
DESIGNERS Elance, Reddit, Dribbble, Behance
PODCAST EDITORS Elance, Reddit
STEP 6Consider a manager
HOW DO IMEASURE SUCCESS?
Set goals at the start
EMAIL LIST SIGNUPS
EMAIL LIST SIGNUPSPHONE CALLS
EMAIL LIST SIGNUPSPRODUCT SALESPHONE CALLS
Review results weekly
Which content is succeeding?
Which content is failing?
Try to understand why
Adjust accordingly
ADJUST TOCHANGING TIMES
Revisit your strategy quarterly
Evaluate new tools and platforms
A rigid process is noexcuse for complacency!
TO SUM UP…
Great content marketing…
Content marketing…
Content marketing…IS NOT NEW
Content marketing…IS NOT NEWREQUIRES A PROCESS
Content marketing…IS NOT NEWREQUIRES A PROCESSSHOULD NEVER STAGNATE
Great content marketing…MAKES AN IMPACT
Great content marketing…MAKES AN IMPACTEDUCATES CUSTOMERS
Great content marketing…MAKES AN IMPACTEDUCATES CUSTOMERSSELLS YOUR PRODUCT
You have the TOOLS
You have the KNOWLEDGE
Go SELL YOUR STUFF!
Questions?@ChrisVanPattencvp.me/houstonwp2015
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