Content Is Still King: Providing Ongoing Value to Customers
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Transcript of Content Is Still King: Providing Ongoing Value to Customers
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Content Is Still King Providing Ongoing Value to
Customers
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Agenda
• Content Overload• Keep it simple• Content is more than words• Socialize your content
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What is Content Marketing
Content marketing is like stock — a building-block ingredient for nearly all of a company’s “dishes.”
Joe Chernov (@jchernov)
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The State of the Inbox & Social• More than 2.8 million emails were sent every second in
2011• About 100 trillion emails were sent over the course of the
year • If Facebook were a country, it would be the 3rd largest• Facebook has more than 800 million active users• More than 50% of active users log on to Facebook in any
given day• The average FB user has 130 friends• The average FB user is connected to 80 community
pages, groups and events• Twitter has over 100 million active users worldwide, half
of whom log in daily• 40 percent of active users simply sign in to listen to what’s
happening in their world* Stats courtesy of www.radicati.com
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Best Advice Ever?
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Relevancy Rules
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Combating Content Overload
Nearly 60% of B2B marketers reported that they tailor content by solution use case and 69% create targeted content by vertical.
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Content
• What’s Your Story?• Put your audience first • Your readers must desire your
content• They must invite you into their
circle of trust
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Content Ideas
• Content is designed to educate, inspire, and for aspiration and initiation–Pop Culture–Cause Marketing (TOMs)–Controversial? Risk–Funny
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How Do You Do It Sally?• Know your business• Know your customer• Keep it light• Find your hook• Humor
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Start with a Concept • Pick a product to promote
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Tell the Story
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Another Example – Product
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Then Tell the Story
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Voice• Be natural- be real• Write like you talk• Approachable – not clinical• Take the fear factor out• Skincare can be scary• Have fun with it
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Voice
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Keep It Simple
• Hook ‘em with subject line• Engage ‘em with graphics• Reel ‘em in with clever copy• Close ‘em with great CTA
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Simple Examples
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Simple Examples
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Simple Examples
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Why Less is More Works
• Easy to scan• Your message and CTA stand out• Takes less time to create the
content• More opportunity to contact vs
squeezing everything into one
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Content is More than Words
• Video • Infographics - http://visual.ly• Charts• Live demos• User generated- quotes,
testimonials
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Video Content• YouTube is now streaming 4
billion online videos daily! • 60 hours of video is now
uploaded to YouTube every minute
• 75% of Fortune 500 executives view online video at work
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Video Content
• How-to videos• Day in the life• Customer testimonial
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Infographics Are the New Black
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How to Improve Your Content?
• You be you – authentic• Be a story teller – but do it short
& sweet• Make it easy to share • Love what you do• Be awesome
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How Social is Your Content?
• Invite readers to share• Focus on engagement (use FB
insights)• Facebook edge rank – based on user
affinity, weight and time decay• Test, test and test some more
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The “It” Factor
• Swagger Wagon – spin on pop culture
http://www.youtube.com/watch?v=ql-N3F1FhW4
Tim Tebow - #1 best selling jersey before he ever played
http://www.youtube.com/watch?v=WO8imsZl1F8&feature=player_embedded#!
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Social Examples • Coca- Cola
and Starbucks are 2 of the top 100 Facebook pages
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Those %$** Obstacles
• Time• Proactive but real time• Feeling like you have to do it all
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Content Is Still King Wrap Up
• What’s Your Story• Keep it Simple• Make it easy to share
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Questions?
Kim Stiglitz, VerticalResponse Director Lifecycle Marketing
@Stiggy1
Sally Waters, Owner & Founder Birdy Botanicals