A visual overview on how to make Content Marketing work more effectively for you.
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2.4 BILLION The number of internet users you potentially have access to
144 billion – Total email traffic per day worldwide • billion – Number of Google AdWords served per day • 1 billion – Number of monthly active users on Facebook • 175 million – Average number of tweets per day
Interruption marketing says bombard people with enough ads and enough might get through to give you a ROI
The average click-through rate of an ad on the Google Display Network is 0.4%. For a Facebook ad is 0.051%
What is the alternative to shoving sales information into people’s faces?
Content marketing informs your audience with relevant, entertaining and memorable information to gain greater visibility and trust that drive sales.
Example: • Jess does all her own DIY
There are three needs your content should address: UNDERSTANDING – PROOF – FEEL GOOD
UNDERSTANDING: people want to understand how things work PROOF: they want proof that what you’re talking about really works FEEL GOOD: they want to have a good experience – easy, preferable entertaining and definitely memorable
The content formats to use for each need are: UNDERSTANDING – InfoGraphics, Blogs, Articles, Animation and video PROOF - White papers and case studies FEEL GOOD - Visual communication and story telling
The process starts with the creation of great content. • Make it different • Make it useful • Make it engaging • Make it memorable
Re-purpose your content into different media formats for maximum exposure and return on investment:
Content formats to consider are: • Video • Animation • InfoGraphics • Slides • Viral images • Apps • Games • E-books • PDF Downloads • Webinars
Get your content to where your prospects and clients are looking for information by distributing it across multiple channels.
The Channels are: • Your website • YouTube, Vimeo • Pinterest, Behance, Tumblr • Slide Share, Pinterest, Instagram, Flickr • Facebook, Google+, Twitter, LinkedIn • Newsletters • Events • App stores
To avoid being overwhelmed, create a step-by-step Content Marketing Roadmap.
Step 2: Re-purpose the content in different formats such as: • Video • Infographics • Presentations • Posters
Step 3: Distribute the content through the appropriate channels: • Video – YouTube & Vimeo • Infographics – Pinterest, Behance & Tumbler • Presentations – SlideShare and Pinterest • Posters – Facebook, Twitter, Google+ & LinkedIn
There are four key tasks you need to perform: • Engage in conversations with prospects and clients • Collect information on prospects and clients • Measure and analyse the content performance • Listen, learn and continue to publish great content
All this activity has four purposes: • To become a thought leader • To build relationships based on trust • Improve your search engine ranking • To give prospects the opportunity to enter your sales funnel
When the time is right a prospect will give you permission to engage in a sales conversation.
On average, B2B marketers are spending 33% of their marketing budgets on content marketing. 54% say they will increase their content marketing spending in the next 12 months
9/10 Nine out of ten B2B marketers will be producing more content this year.
Outstanding quality • Consistent look • Strong differentiation • Totally engaging • Prolific publishing
A great Content Brand is self maximising – each published piece builds on top those before it, growing your fan base.
People will like your content and tell other people who will like your content. And they will tell others and so on…
In this way you significantly increase the likelihood of being at the right place at the right time when a prospect requires your services.
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