The power of content
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This document discusses the power of content marketing and how businesses can use it to attract and retain customers. It defines content as any type of media that engages customers, including social media, blogs, videos, and more. Content marketing is important because 96% of Australian marketers use it, Google ranks websites based on quality content, and it allows for constant engagement at a lower cost than traditional marketing. The document provides tips on how to plan content strategy by understanding business goals and audiences, telling brand stories, choosing appropriate channels, and focusing on engagement.
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The power of content
- 1. The Power of Content Marketing What is content? And how can you use it to attract customers? sarah@sarahmarie.com.au @smc_sarahmarie
- 2. Content is at the heart of how we attract and retain our customers “Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.” Joe Pulizzi, CMI So what is content? • Social media • Blogs and articles • Newsletters • Videos • Podcasts • Events • Websites • Ebooks • White papers • Images • Presentations • Webinars
- 3. • 96% of Australian marketers use content marketing*. • Google now ranks websites based on the quality and relevance of their content. • Social media requires a constant need for content creation and curation. • It is a two-way conversation that builds trust, credibility and a strong brand voice. • It costs less, is easier to measure and can be often be adjusted quickly and cost-effectively to increase ROI. Why is it more important than traditional marketing? *Source: Content Marketing Institute
- 4. TIP • What are your business goals? • What is your USP? • What gaps are there in your industry? • Who will produce the content? • What is your budget for this activity? “Your content marketing plan can be as simple as a mission statement or as complex as an editorial calendar.” Planning: Source: http://www.youtube.com/watch?v=LerdMmWjU_E
- 5. TIP “Use your website analytics to find out who your visitors are and where they come from.” • Is your content targeted and useful? • What are your audience’s biggest fears and concerns? • What are their needs and interests? • Use surveys, social and events to dig deeper. • Study your competitors, their research and case studies. Audience:
- 6. TIP • What is your one brand promise? • Is it based on your values? Personality? Heritage? • Brand stories must be authentic and human. • Use images, video, words, design and sound to bring your stories to life. • Let your audience help tell your story. “Remember, sharing your story isn’t about selling. It’s about building a loyal and engaged audience.” Stories:
- 7. TIP • What channels are your ideal customers using? • Share content across all channels, but tailor your message. • The big four: Facebook, LinkedIn, Twitter and YouTube. • What’s the call to action? • Timing is everything. Channels: “Act as though you own a magazine and every piece of content you produce is a story.”
- 8. TIP • Content marketing is not a push, it’s a conversation. • Any brand can build an engaged audience. • Are you asking the right questions? • Make sure your conversations are authentic and stay true to the brand. • Ideas start conversations. “Help your audience engage with one another, so they become one of your channels.” Engagement: