Internet Marketing : Why Content Is King

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Internet Content Marketing

How content can drive sales...

By John Utz

An introduction to successful online promotion

http://www.sbimonline.com/


© 2008 by John Utz Copyright holder is licensing this under the Creative Commons License, Attribution 3.0http://creativecommons.org/licenses.by/3.0/us

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Learn the secrets of successful online marketing and have buyers pounding down your door. Learn what advertising executives will never tell you and your competition would hate for you to know.

How you can use other peoples websites, communities, search engines, press releases, blogs and other online media to reach, convince and sell potential buyers at virtually no cost.

Note : To purchase the full guide with over 100 pages of strategies, tactics, examples and case studies, click here . Use the code “StartMarketing” and receive 10% off.


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The secrets of successful online marketing Why Content is King...

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Imagine the possibilities.The new rules of marketing online.Content. The best kept secret.Reaching buyers on the net.What's driving the change?Isn't the internet already full of content?Killer vs. filler content. Think like a publisher.Marketing to humans.The channels of internet content marketing.Site casting.Search casting.Community casting.PR casting.4 tips for getting started.What do you have to lose?About the author.Want to learn more?



Imagine...you are in charge of marketing a business. You are faced with the daunting task of reaching more customers with less money while at the same time dealing with how to best utilize the internet.

The old rules would suggest that you would have to either focus on one channel or spread the dollars and risk being successful in none.

Yet, many successful marketers, are doing neither. They are using the internet, as it was designed, to share information and engage in conversations to drive reach at little or not cost. In other words, they are marketing on the internet, reaching more customers and spending less to do so.

Furthermore, they are using the 'buzz' they are generating at almost no cost to grow traditional media exposure almost free.

Sound interesting?



The new rules of marketing online...effectively reaching buyers on the net.

The internet and its ecosystem has fundamentally different rules that govern how to reach buyers. The problem is that most people using the internet to market are not aware of this and therefore do not use the web to its fullest potential.

It's all about content.

Ask yourself these questions!● Do you want to use the internet in the way it was designed to reach the 90% of customers you are missing using traditional marketing techniques online?● Do you want to learn new ways to market that cost virtually nothing?● Do you want to engage customers in a way that makes them purchase?

If you answered yes to any of these questions, then I invite you to read on.



Content. The best kept secret on the internet.

Content is an undervalued asset. This is particularly true the larger the organization. Yet content is perhaps the best tool you can use when marketing your organization. Why such a disconnect?

● An overemphasis on technology and flash over substance.

●The thought that traditional media advertising tools will work in the new media environment of the net.

●A lack of knowledge and a general level of comfort with traditional marketing tactics.

Challenge yourself to break convention.



The new rules of marketing onlinerely on content.

Content rules every time.

Upwards of 92% of searches on the internet are for information gathering and learning purposes. Would you rather fight for 8% with everyone else or quietly win over the forgotten 92%?

The new rules of marketing online are simple. Focus providing valuable, educational, non advertorial content. You can then tap into the true potential of internet marketing.



What's driving this change?

The internet was not built for advertising and commerce. It was built for sharing information and connecting with others. Furthermore, the internet and the access it provides to information is fueling and being fueled by three major trends. ● We are all addicted to information.● Information access is just a click away.● We are all skeptical of 'big media'.

Internet content marketing as a system is built to capitalize on the concept of information sharing,

connection and the trends driving the aforementioned.



Isn't the internet already full of content?

Yes, but most of it is filler. There is a difference between content and content created for the web and designed for internet content marketing. Your aim should be to create highly effective, valuable, action driving content that leverages the low cost reach of the internet. ● Helpful, authentic, simple content.● Current, relevant and actionable content. ● Content devoid of corporate speak.● Content that demonstrates thought leadership.● Content that drives action. ● Content that is not advertising.

Killer vs. filler content.



Internet content marketing is about creating focused, niche, killer content.

Not only does content need to be killer, it needs to be focused and niche. It is not about 'broad' casting, it is about 'narrow' casting. Focusing on your audience, your customers, one by one. It is not about mass appeal but one to few.

● It is about focusing on a subsets specific needs.● It is about tailored, one to few solutions.● It is about owning and dominating information niches.● It is about engaging and connecting.



To be successful, you've got to think like a publisher.

While old media may be losing its relevance, there are a few lessons content marketers can take from them. For publishers, success is driven by meeting the 'information' needs of their audience. Traditional marketers instead often focus on what their organization needs, ignoring the customer.

● Customers are readers with a choice.● Content is the product that attracts the customers.● Content is a priority, not an afterthought.● Content needs to be published frequently.

To publishers, content is the product.



Marketing to Humans.The internet is a personal medium, built around sharing and connections. It is one to one or one to few. Therefore, you have to remember that you are talking to people, not faceless customers. This requires a different approach than traditional marketing.

● You need a personal, human voice.● You need to have conversations, not monologues. ● You need to interact, not dictate.● You need to realize that you need to build trust.● You need to understand that relationships rule.● You need to be ready and able to respond in real time. Pretend you are talking to a friend, not marketing to the

masses.



Internet content marketing is based on reaching humans across online channels.

Site casting.Static or commented content on websites.

Search casting.Using search engines to increase the reach.

Community casting.Using online communities to share content.

PR casting.PR following the new rules of the internet to share content.

It is about using the channels on the internet to build campaigns centered on sharing information to drive action and sales.

Through a combination of the different channels and the support media (email, etc.) a powerful, high response, effective campaign is possible for almost no cost.



Site Casting : Leveraging websites to market through content.

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Do you have some great information to share? A how to article perhaps? Why not post it on your own site but also on several of the top ezines online to gain additional traffic? www.ezinearticles.com would be a great place to start.

What is site casting?

Site casting is the process of sharing content, primarily articles, podcasts and video using your own site as well as other content focused websites. Leveraging site casting involves creating a piece of content that is either educational or entertaining which relates to your organization's expertise, its product and services and sharing it with the world through your own site as well as external content sites. It is not advertising copy or advertorial but instead valuable information. If you sell ski equipment, it could be an article on the latest parabolic ski technology and how to use it with a link to your companies website found at the bottom.


http://www.ezinearticles.com/


Search Casting : Reaching your customers through search engines.

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Wouldn't it be great to have your content show up in all the major search engines? Selecting the right keywords, those related to your organization which your customers are also searching for is the key.

What is search casting?

Search casting is the process of creating your content in a way that ensures it is easily found when potential customers search for information on the internet and within websites. It is primarily focused on content optimization and less on the content itself. Search casting is based on aligning your expertise and your customers needs through search by selecting the right keywords.



Community Casting : Reaching your customers through communities.

“Do your customers participate in online forums? I guarantee it. Do you? If you answered no, you are missing a big opportunity to connect with them and share valuable information and content that can drive your bottom line. http://groups.google.com would be a great place to start your search.

What is community casting?

Community casting is the process of reaching buyers and sharing information through online communities. This means participating. Community casting is primarily focused on getting engaged with online communities to understand your customers needs and respond to those needs using your expertise, thus promoting your organization. It is the most personal one on one form of internet content marketing. As your conversations are archived, potential customers will be able to find them via search engines and the communities search functions.

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http://groups.google.com/


PR Casting : Reaching your customers through online PR channels.

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Why not create press releases directly for your customers? They are the ultimate end audience. Besides, journalists are customers too. They search online. Southwest airlines tested a small, direct to consumer press release strategy and generated 2 million in sales. What are you waiting for?

What is PR casting?

PR casting is the process of using online press release services (which in many cases are free) to notify your customers, journalists and news feeds of what is going on at your organization. What is different with PR casting compared to traditional PR is that it uses the internet, search engines and news feed services to get this information directly to customers. In addition it relies on building relationships with bloggers, the journalists of the web, to build buzz and exposure.



4 tips for getting started.What are you waiting for? It's time to get started. Choose your topic. What expertise do you have that you can share with potential

customers? What problems can you help them with? What keywords are they searching for?

Create your content. Make sure it is helpful, simple, devoid of jargon and likely to be perceived as valuable by readers. Does the reader walk away with a piece of advice that will help them take action? Will they view you as an expert?

Choose how you will share it. Will it be an article on an ezine? A post on a blog? A video on youtube? A podcast on itunes? An answer to a community question? Will it be a combination of them all?

Monitor. Is it working for you? What topics are receiving more interest? What channels are most popular? Are you receiving more business? It is time to reconfigure or try a different approach?



What do you have to lose?

It certainly isn't money. Internet content marketing relies on using the internet as it was built to market your organization. At the same time, it aligns with three fundamental trendsoccurring in society. Your organization is an expert in its space, share that information with your customers and watch your sales skyrocket.



About the author.John Utz is an online marketing expert and thought leader in the area of internet content marketing. He has developed winning internet content marketing strategies for several clients that have grown their bottom line with little or no media or advertising cost.

He is also former managing partner of a primarily interactive marketing agency which developed online advertising and content strategies for many local organizations, global corporations and institutions alike.

He now spends his time as editor and evangelist for SBIMOnline, a publication dedicated to helping small businesses market effectively online.

To have John speak at your next event, conduct a seminar for your organization or consult with your team, email him at:john (at) sbimonline (dot) com

For more great, free information... visit www.sbimonline.com




Want to learn more? Visit our website for additional free information and on our guide to internet content marketing.

Remember, purchase our extended guide using code “StartMarketing” and receive a 10% discount.Click here to learn more.


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Internet Marketing : Why Content Is King

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Transcript of Internet Marketing : Why Content Is King