Welcome to the Content Marketing Matrix
-
Upload
cas-mccullough -
Category
Marketing
-
view
458 -
download
2
description
Transcript of Welcome to the Content Marketing Matrix
![Page 1: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/1.jpg)
Welcome to the Content Marketing
Matrix
Cas McCullough
T: @casmccullough
F: /casmccullough
![Page 2: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/2.jpg)
Key Takeaways
![Page 3: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/3.jpg)
Key Takeaways
![Page 4: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/4.jpg)
Key Takeaways
![Page 5: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/5.jpg)
![Page 6: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/6.jpg)
As a marketer do you feel safer taking the red pill or the blue pill?
![Page 7: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/7.jpg)
The Blue Pill:
Traditional Marketing (ads, promos, trade shows, cold calls)
• Casting a wide net- Broadcasting
• Manipulating a response• Short-term rapid growth• Controlled by gatekeepers• Expensive per lead
![Page 8: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/8.jpg)
The Red Pill:
Inbound Marketing methods (content, social, permission-based email)
• Highly targeted, narrowcasting.
• Building relationships - helping
• Longer term growth• Bypasses gatekeepers
through self-published content
• Relatively inexpensive per lead but can be time intensive
![Page 9: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/9.jpg)
Top 3 Marketing Sources Consumers Trust:
• Recommendations from people they know 84%• Branded websites 69%• Consumer opinions posted online 68%
Source: Nielsen Global Survey of Trust in Advertising Q1 2013.
![Page 10: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/10.jpg)
How The Content Marketing Cycle Works
![Page 11: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/11.jpg)
![Page 12: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/12.jpg)
Creating captivating content
![Page 13: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/13.jpg)
Who is your ideal client?
![Page 14: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/14.jpg)
![Page 15: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/15.jpg)
5 Content Creation Ideas
![Page 16: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/16.jpg)
#1 Blog Interviews
![Page 17: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/17.jpg)
![Page 18: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/18.jpg)
#2 Vlogs and demo videos
![Page 19: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/19.jpg)
#3 Teleseminars/Podcasts
![Page 20: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/20.jpg)
Tools for webinars/podcasts
• Screenflow or equivalent• Microphone• Webinar or teleseminar program (Instant
Teleseminar or gotowebinar)• Google Hangouts• Udemy – record how-to content and sell it on
udemy.com• A decent broadband connection (upload
speed matters)
![Page 21: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/21.jpg)
#4 Ebooks
![Page 22: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/22.jpg)
#5 Reports
EG From hubspot.com
![Page 23: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/23.jpg)
Content Styles
Varies depending on your brand and your ideal client profile
• Visual• Verbal• Informal• Formal
![Page 24: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/24.jpg)
Curating helpful content
![Page 25: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/25.jpg)
feedly.com
![Page 26: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/26.jpg)
Ifttt.com
![Page 27: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/27.jpg)
Triberr.com
![Page 28: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/28.jpg)
Evernote.com
![Page 29: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/29.jpg)
hootsuite.com
![Page 30: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/30.jpg)
Relating to your potential clients
![Page 31: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/31.jpg)
Tweet this: 84% of people listen to the recommendations of people they know. Nielsen, 2013.
![Page 32: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/32.jpg)
What businesses tend to do
Ask for the like on another’s business page
![Page 33: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/33.jpg)
What businesses tend to do
Promote their business on another’s page or in a group
![Page 34: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/34.jpg)
What businesses tend to do
Use their profile to promote their business (put their business name in their profile)
![Page 35: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/35.jpg)
What businesses tend to do
Focus on building “likes” by spending lots of time on Facebook activities such as marches, ladders and liking parties.
![Page 36: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/36.jpg)
Best Practice Participate in groups and communities
Just say hello, and join the conversation.
Share fun, helpful and beautiful images and information
Tell your businesses’ story.
Make your users the stars of your brand’s show.
![Page 37: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/37.jpg)
Repurposing Your Content
![Page 38: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/38.jpg)
Review Your PerformanceGoogle Analytics
Facebook Insights
Alexa.com
![Page 39: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/39.jpg)
Review Your Performance
![Page 40: Welcome to the Content Marketing Matrix](https://reader033.fdocuments.net/reader033/viewer/2022061106/54073b398d7f7288088b4a38/html5/thumbnails/40.jpg)
Over to you…