Direct Marketing on a Shoestring Budget 2: Content Marketing
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Transcript of Direct Marketing on a Shoestring Budget 2: Content Marketing
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Direct Marketing on a Shoestring Budget 2:
Content Marketing
July 10, 2013
A special thank you to:
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Today’s Speakers
#TMGWebinar
Moderator
Thorin McGee Editor in Chief
Target Marketing
Carolyn Goodman President and Creative Director
Goodman Marketing Partners, Inc.
Cyndie Shaffstall Founder and CEM
Spider Trainers
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Please Welcome
#TMGWebinar
Carolyn Goodman President and Creative Director
Goodman Marketing Partners, Inc.
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DM on a Shoestring Budget Part 2: Content Marketing
July 10, 2013
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What is Content Marketing? The creation and distribution of original content that has
perceived value in order to positively position your brand in the minds of
your prospects and customers.
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Original Content
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Content with Perceived Value
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RESEARCH
• Can be complex
• Often difficult to read/interpret
WHITE PAPER
• Simplifies research findings
• States benefits backed by facts
CASE STUDY
• Proprietary to your company/product
• Demonstrates “proof of concept”
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Delivering information that makes your buyer more intelligent.
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If you deliver consistent, ongoing, valuable information to potential buyers,
you will be rewarded with their business and loyalty.
The Belief:
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Some Examples of Content
Whitepapers
E-Books
Slide Share
Infographics
Case Studies
Research Reports
Speeches
Podcasts
Videos
Webcasts
ABC Company Blogs
Articles
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Your job is to frame the narrative.
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White Paper
3rd party style
Focus is on a timely and relevant topic
Creating a “series” can be beneficial
Case Study
Should follow your brand guidelines
Organized in logical sequence
Break up text with supporting visuals
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Typical White Paper Topics
• Introductory information about a new technology • How-to or Best Practices • POV on Industry changes • Lessons learned • Analysis from research
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Designing White Papers
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Typical Case Studies
• Establishes a problem, lays out the solution and highlights the results
• Includes a quote from a named source • Provides an executive summary
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Designing Case Studies
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Formulate a strategic
plan
Hire a professional writer and designer
Distribute content
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Thank you! Carolyn Goodman President/Creative Director Goodman Marketing Partners P: 415.507.9060 x222 E: [email protected] W: www.goodmanmarketing.com
We are a full-service, multi-channel, brand response marketing company with deep expertise in the art and science of persuasion. Our “what-would-we-do-if-it-were-our-money?” attitude and the results we achieve for our clients, speaks for itself.
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Please Welcome
#TMGWebinar
Cyndie Shaffstall Founder and CEM
Spider Trainers
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Promoting Content
Ideas for amplifying your
inbound-content success
using multi-touch marketing.
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60% of companies will execute an
inbound marketing strategy in 2013.
— Inbound Marketing Blog
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Professional design
Social sharing buttons
Lots of graphics
Example: Spider Trainers
The technicalities
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REPURPOSING
Extend your reach by creating multiple formats
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Start with repurposing so that you can
promote the various formats in the
appropriate marketing efforts.
Repurposing
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Be on the lookout for opportunities.
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Post to SlideShare
Tag with keywords
Monitor statistics
Example: SlideShare
Summarize in a slide deck
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Use content as
webcast basis
Reference in other
webcasts (like this
one)
Example: Target
Marketing Magazine
Hold a webcast
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Animate and narrate
slide deck
Record testimonials
about the document
Post to website
Post to YouTube
Tag appropriately
Post to other video
networks
Monitor viewing
statistics
Example: YouTube
Convert to video
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Repurpose video
narration as podcast
Post to your site’s
resource center
Publish to iTunes
Monitor listening
statistics
Example: iTunes
Convert to audio
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Highlight key points
in an infographic
Great for social
sharing
Post to Pinterest
Post to SlideShare
Post to your
resource center
Create an infographic
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34% of all leads generated in 2013
come from inbound-marketing sources.
— Inbound Marketing Blog
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Targeted landing page(s)
Squeeze pages for gated
content
Unique tracking codes
Social sharing buttons
Example: actonsoftware.com
The technicalities
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Make it a reference
— not just interesting
Search-engine optimized
Cite and link sources
List keywords
Example: spidertrainers.com
The technicalities
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Resource center
HTML
Example:
actonsoftware.com
Post to your website
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In-site
advertisements
Example: Target
Marketing Magazine
Use remarketing/retargeting
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Keyword-rich
content
Your blog
Other blogs
Example:
spidertrainers.com
Write a blog article
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PR distribution
services
Example: 24-
7pressrelease.com
Write a press release
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Content-syndication
services
Example: edocr.com
Post to syndication services
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White label
Opportunity to
repeat all
promotional efforts
Example:
qrpprinting.com
Offer to partners
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Twitter (use #)
Facebook (use #)
LinkedIn groups
Google+
Ask for the retweet
or share
Example: Twitter
Share socially
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Facebook ads
Twitter promoted
tweets
LinkedIn ads
Example: Facebook
Use social ads
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Bing
Example: Google
Use search-engine ads
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Newsletter
Direct mail
Point of sale signage
Example: Spider Trainers
Send outbound messaging
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Engage bloggers,
editors
Example:
actonsoftware.com
Engage industry experts
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Engage popular
bloggers
Send links to online
review points
Mention reviews in
marketing efforts
Video
Example: Amazon
Ask for and post reviews
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Add to signature line
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Sales send to clients
Customer-visit leave
behind
Live-event
distribution
Example:
Spider Trainers
Engage individually
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Spider Trainers builds custom
drip and nurture campaigns.
Visit our resource center:
Profiling Personas
20+ Ideas for Automated Marketing
Prospects, Leads, & Subscribers
Marketing Metrics
Drip-marketing Toolkit
Contact us:
651 702 3793
spidertrainer@
spidertrainers.com
http://www.spidertrainers.com
PO Box 280487
Lakewood, CO 80228
United States
Spider Trainers
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Question & Answer Session
If you haven’t done so already,
please take this time to submit
questions to our speakers using
the “Q&A” box on your console.
#TMGWebinar
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Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
check out the following Web site:
www.targetmarketingmag.com/webinar
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