This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
A Strategic Roadmap to Content Marketing SuccessChicago AMA
This document provides a strategic roadmap for content marketing success. It discusses how the traditional linear model of brand-media-audience has become a continuous model. The marketing funnel has evolved into an hourglass model with phases including awareness, consideration, intent, purchase, retention, loyalty and advocacy. Case studies are presented that demonstrate how different companies have used content marketing successfully at each stage of the funnel. The presentation concludes by emphasizing the importance of defining objectives, creating a content plan and execution strategy, and focusing on measurable results.
This document provides a template for writing a marketing action plan with the overall objectives of increasing sales, customers, or market share. It guides the user through analyzing their target customers and competitors, identifying strengths and weaknesses, setting business objectives, and creating a targeted marketing strategy and action plan. Key elements include understanding customer needs, how the product compares to competitors, determining target customer groups, the best ways to reach each group through different marketing channels, and setting measurable goals and deadlines to evaluate success over time.
The Definitive Guide to Lead Generation WorkbookMarketo
Get some fresh ideas for your lead generation plan! This fun, interactive workbook, helps marketers develop their lead generation strategies through templates, fill-in-the-blanks, group exercises, word searches, checklists, and more.
Talks from Rikki at Digital 22 and Kristin from HubSpot.
Firstly, all the new product releases from HubSpot at Inbound 17.
Secondly, an overview of the GDD process.
Content marketing has become an integral part of a destination's strategy to engage and inspire visitors. SMG's first in a series of white papers proposes some approaches to help DMOs improve their content marketing approach.
MediaWhiz POV: Content Marketing Like a Pro, Tactics and Techniques. Matomy Media Group
Daryl Colwell gave a presentation on content marketing best practices. He discussed defining the target audience, writing about topics they care about, and offering incentives for sharing content to improve SEO. He also covered how to generate leads through content by making the buyer the hero, including calls to action, and preparing sales teams. The top 10 best practices included knowing the audience, committing to regular publishing, engaging buyers at different stages, measuring ROI, and being timely.
Content marketing provides several key benefits for businesses:
1) It helps generate more sales and pull in unexpected customers by maintaining an active blog and social media presence.
2) It is a cost-effective marketing strategy that helps build relationships and trust with audiences by providing valuable content.
3) Creating high-quality, consistent content enhances a brand's image and allows for a personal connection with customers.
This document discusses content marketing platforms that can be used to create and share different types of content online. It describes blogs that can be used for personal, company or guest blogging purposes. Free blog platforms mentioned include Blogger, Wix, WordPress, Weebly, Medium, Ghost and Tumblr. Social media platforms for sharing content include Facebook, LinkedIn, Medium, Pinterest, YouTube, Vimeo and SlideShare. Medium and SlideShare are described in more detail. Medium is a publishing and blogging platform, while SlideShare is a site for sharing presentations, documents and videos. Vimeo is also summarized as a video hosting and sharing platform.
Content marketing provides many benefits for businesses:
1. It helps generate more sales and pull in unexpected customers by maintaining an active blog and social media presence.
2. It is a cost-effective marketing strategy that helps build relationships and trust with audiences by providing valuable content.
3. Creating high-quality, consistent content enhances a brand's image and allows businesses to make a personal connection with customers.
Content Marketing: The Engine that Drives B2B Marketing435Digital
Content marketing is an important B2B marketing tactic because most B2B buyers complete 70% of their purchase research before becoming a sales lead. Content marketing involves understanding buyers' needs at each stage, and providing helpful information through multiple channels to build trust over the long-term without expecting immediate sales. Effective content marketing requires identifying audience pain points, auditing existing resources, repurposing content, creating new content consistently focused on customer needs rather than selling, and developing a content plan.
Dana VanDen Heuvel presented on how blogging can help companies become thought leaders in their industry. She discussed that thought leadership involves establishing trust and credibility by offering unique insights and ideas to position an organization as an authority. Effective thought leadership marketing employs tools like blogging, social media and digital channels to develop intellectual capital and shape market perceptions. She outlined strategies for creating high-quality blog content like reviews, case studies and research that demonstrate competence and establish a company as a knowledgeable resource. VanDen Heuvel stressed that thought leadership requires a long-term mindset of consistently sharing valuable information with audiences.
How to Create an Inbound Marketing Services ProposalHubSpot
Creating proposals that win business is a difficult task! As the fields of PR, marketing, advertising, SEO, social media, web design ... all merge, it has gotten even more difficult. So, how do you adapt and grow your agency despite this increasing complexity?
A solid inbound marketing proposal includes a plan for:
- Search engine optimization and pay per click management.
- Branding, messaging and content creation.
- Public relations, blogging and social media marketing.
- Web design and development.
- Online lead generation, lead nurturing and lead qualification.
- Aligning marketing and sales processes, goals and messages.
In this webinar, you'll learn how to diagnose your prospect's needs in all of these areas. Armed with the right questions to help determine your prospect's challenges and goals, you'll master the art and science of pulling together the perfect custom proposal.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
This document discusses best practices for content marketing, including developing an effective content marketing strategy and plan. It recommends creating a content style guide, calendar, and segmentation strategy. It also covers topics like writing content for SEO, social media, and paid search amplification. Finally, it discusses measuring the impact of content marketing efforts through key performance indicators like engagement, traffic, leads, and conversions. The overall message is that an integrated content strategy is important for driving awareness, consideration and sales through high-quality, relevant content.
1. The document discusses inbound marketing targeting and the buyer's journey. It describes how consumer behavior has changed with the rise of mobile, and that content is important for moving buyers through different stages.
2. It then summarizes how Hubspot does marketing by focusing on different types of content and how certain long-form posts continue generating leads years later.
3. The document concludes by covering how Hubspot hires for inbound roles, focusing on digital skills, analytics abilities, and experience creating content.
Overview and excerpts of Chris Ciunci's recently published book, Marketing in the Trenches. Marketing in the Trenches discusses 25 practical and actionable tips for top-line business growth.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
SEO Best Practices to Maximize your Google RankingTribalVision
This document summarizes an SEO presentation given by Chris Ciunci and Daniel Zayets-Volshin. The presentation covered topics like the evolving SEO landscape, on-site optimization best practices, link building strategies, Google+ best practices, and 5 tips to implement. It provided details on how meta-data is less important, the importance of video and mobile, on-page elements, competitive analysis, content optimization, and link building methods. The presentation aimed to help businesses maximize their Google rankings through implementing various SEO techniques.
Brand matters: Anatomy of a successful B2B Brand Communications PlanDelia Associates
This document outlines the 10 essential components of a successful B2B brand communications plan: 1) having a strong brand foundation with a well-defined brand, 2) crafting an effective brand statement and key messaging, 3) establishing a visual vocabulary, 4) providing effective sales tools, 5) having an engaging website, 6) creating foundational presentations, 7) telling the leadership story in one page, 8) having maximum outreach and engagement, 9) creating an annual content plan, and 10) participating in trade advertising selectively. Implementing these 10 components can help a sales team achieve better success and greater results.
Introducing Content Marketing- The New Face of Digital Marketing. Inside this eBook, you will discover the topics about what is content marketing, why content marketing, types of content marketing, curating vs. creating content, use content to get social media.,leads and content marketing.
Apple ha incursionado en Ecuador presentando tiendas en Quito y Guayaquil que ofrecen productos como el iPad, iPhone, MacBook Pro, Apple TV, iPod nano y otros dispositivos. Estas tiendas se encuentran en centros comerciales importantes y ofrecen una variedad de productos Apple con soporte y servicios.
This document discusses chroot protection and how it can be used as a security measure but also has limitations. Chroot changes the root directory for a process and restricts it to that directory. While chroot can prevent some attacks, there are ways for an attacker to break out of the chroot jail if certain conditions are met, such as having root privileges within the jail or exploiting vulnerabilities in programs running as root. For chroot to provide effective security, daemons must drop root privileges after chrooting and there should be no way to regain higher privileges from within the jail.
Este documento presenta un directorio de fábricas de la creación y centros de arte deslocalizados en la Unión Europea. Incluye información sobre más de 100 organizaciones en 27 países europeos. Además, incluye textos que contextualizan el estudio, analizando diferentes modelos de fábricas de la creación y centros de arte. El objetivo es rastrear ejemplos de este tipo de iniciativas culturales surgidas en antiguos espacios industriales o enfocadas en el apoyo a creadores, más que en definir de manera
COMMUNICATION 20 GREATEST HITS en españolAlain Uceda
Dossier con los trabajos más destacados en estrategia de comunicación, desarrollo de marca, publicidad y creación de contenidos para medios.
Portfolio of my best works in communication strategy, branding, advertising and media
Este documento describe la importancia del vínculo afectivo entre la madre y el recién nacido según las teorías de Klein, Winnicott, Bowlby, Klaus y Kennell. Explica que existe un periodo sensitivo en los primeros minutos/horas después del parto donde se desarrolla el apego a través de la interacción madre-hijo. También describe características de apegos normales y patológicos y los efectos de la separación temprana en el desarrollo infantil.
Este documento describe cómo los profesores pueden usar códigos QR en exámenes para que los estudiantes puedan verificar sus resultados a través de sus teléfonos móviles. También explica cómo los códigos QR pueden vincular objetos físicos con contenido en línea y cómo los docentes pueden crear actividades educativas basadas en esta tecnología.
La revolución industrial comenzó en Gran Bretaña en la segunda mitad del siglo XVIII y se extendió por el resto de Europa en el siglo XIX, transformando la economía y la sociedad. Llevó al surgimiento de una sociedad de clases dividida entre la burguesía industrial y el proletariado obrero. Esto dio lugar al asociacionismo y movimientos obreros en defensa de los derechos de los trabajadores, así como al desarrollo de ideologías socialistas y anarquistas.
Este documento proporciona instrucciones para vender productos como representante de una compañía. Explica el proceso de 6 pasos que incluye recibir un catálogo digital, compartirlo con amigos, realizar pedidos, recibir comisiones, entregar los pedidos y ganar dinero. También brinda detalles sobre cómo navegar el catálogo, realizar pedidos, hacer pagos y recibir los productos pedidos.
Este documento describe las características principales de la Tierra como planeta. Explica que la Tierra es el tercer planeta del sistema solar y tiene una órbita casi circular alrededor del Sol, así como una rotación de aproximadamente 24 horas. También describe la forma esférica de la Tierra, sus capas internas como el núcleo, el manto y la corteza, y sus características como la gravedad, el campo magnético y los climas.
El documento presenta los datos personales y la hoja de vida de Brayan Alexander Naranjo Millán, incluyendo su nombre, cédula, fecha y lugar de nacimiento, estado civil, dirección, teléfono y correo electrónico. Detalla sus estudios primarios y secundarios en Guaranda, así como que actualmente cursa el tercer semestre de la carrera de Medicina en la Escuela Superior Politécnica de Chimborazo en Riobamba y que habla inglés básico.
The document advertises a competition to win tickets to the BRIT Awards 2014 by using an Angry Birds gift card and sharing information about the competition on social media. Fine print at the bottom notes that the competition is run by Brandution Ltd. and uses an official Angry Birds gift card.
Europeana Awareness WP2 End-user engagement - Year 1 review slides Johan Oomen
This WP aims to engage both professionals and end users in conversations around new content, functions and features. This WP implements support for the meaningful inclusion of User Generated Content (UGC) in Europeana and of the distribution of Europeana content in external environments. Specifically, we examine the following three types of end‐user involvement:
[1] Adding context such as stories
[2] Contributing content such as photos, videos and private historical documents
[3] Collaborating with the Wikimedia community for contextualisation and user contribution
Le développement des technologies d’information et de communication, notamment les médias sociaux, ont considérablement fait évoluer le rôle du touriste, le propulsant au rang d’acteur en marketing et voire même de prestataire, dans l’offre touristique elle-même. Ce glissement progressif a fait émerger de nouveaux modèles d’affaires, dont l’économie collaborative, qui sont en train de bouleverser les modèles préalablement établis.
Airbnb, la plateforme communautaire de location de maisons/appartements/chambres, est l’exemple le plus parlant dans le secteur du tourisme. Son ascension fulgurante a ébranlé le secteur de l’hôtellerie traditionnelle. En effet, le nombre d’objets disponibles augmente d’année en année (passant de 1.5 millions en 2015 à 2.3 millions en 2016), presque tout autant que son nombre de détracteurs qui l’accusent de gruger les parts de marché de l’hôtellerie et de ne pas se soumettre aux réglementations nationales.
Dans ce contexte, l’Observatoire Valaisan du Tourisme (OVT) s’est intéressé cette année encore à la place qu’occupe Airbnb sur le marché suisse. Dans cette étude, l’OVT dresse un état des lieux de l’offre disponible sur la plateforme et la compare avec celles de l’hôtellerie et de la parahôtellerie dans les différents cantons et les différentes destinations du Valais.
Víctor Wilches. Cambio climático y cenit del petróleo: Caminando hacia el Col...Donvic
Cambio Climático y Cenit del Petróleo: Caminando hacia el Colapso
Autor: Víctor Wilches
Por primera vez en la historia de la humanidad existen dos amenazas reales para la supervivencia de todas las especies y de la vida hoy en el planeta tierra, las cuales son derivadas del modo de producción capitalista: la primera es la catástrofe ambiental y el cambio climático. Y la otra, es el cenit del petróleo. A esto, le podemos agregar una más, también de dimensiones devastadoras, las armas nucleares. El colapso sistémico ad portas puede arrastrar a la humanidad entera, y la vida en el planeta como hoy la conocemos, a su extinción. El tiempo que nos queda para evitar el sombrío panorama es poco, quizá unas cuantas décadas; pese a ello, aún podemos apostar por la vida. Como sociedad humana aún podemos luchar y organizarnos, para salvar millones de vidas humanas, preservar la vida en el planeta, y revertir la marcha hacia la catástrofe de un colapso multidimensional.
IntelliMedia Networks Inc. is a US-based company that provides world-class media delivery solutions. They have a proven track record of on-time and on-budget deliveries with an average annual growth rate of over 90%. Their team includes software architects, engineers, designers, and more with expertise in areas like media streaming, mobile app development, web development, and digital marketing. They work with clients across various industries and have provided solutions to high-profile clients like Obama election campaigns and ICC Cricket World Cups.
Este documento describe las lesiones más comunes en bailarines de break dance acrobático, incluyendo fracturas de muñeca. Describe la estructura y función de la muñeca, factores de riesgo y síntomas de una fractura de Colle. También cubre el tratamiento, que incluye reducción, inmovilización con yeso y medicamentos para el dolor, así como ejercicios post-yeso para aumentar la fuerza y controlar el edema.
Inclusive Publishing in the Educational EnvironmentDAISY Consortium
The document discusses inclusive publishing in the educational environment using universal design principles. It emphasizes the need for publishing standards and processes that allow publishers to easily create, distribute, and sell accessible materials for all people. The DAISY Consortium's vision of inclusive publishing through accessible content is highlighted.
This document provides an overview of key concepts in digital marketing strategy and content marketing. It discusses frameworks like the AIDA model for customer journeys and SWOT/PEST analysis. It emphasizes creating customer personas and using a variety of content types and formats. The document also covers channels, branding, creating a content calendar, publishing/managing content, and using blogs/vlogs. The overall message is that an effective digital marketing strategy requires understanding customers, creating the right mix of content, and distributing it across owned, earned, paid, and shared channels.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.
The purpose of content strategy is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach.
Inbound marketing is the combination of techniques that allows you to attract visitors, convert leads, close customers, and delight promoters.
One of the greatest benefits of inbound marketing is that it’s continuous and compounding. Inbound marketing offers a profound opportunity to connect with and help your leads succeed with your product on their terms.
Using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (marketing & sales channels) at just the right times (lifecycle stages).
Creating a Business-Driven Content Marketing StrategyCarla Johnson
Many brands have an interest in content marketing but flounder with successful planning and execution. In most cases it’s due to a lack of strategy. Marketers struggle to create content relevant to audiences and prioritize activities in order to consistently publish, yet only 35% of marketers take the time to create a content strategy.
This workshop takes attendees through the process of creating a content strategy that will be immediately actionable. By discovering what matters to your audience and how they make decisions, you’ll create a content strategy that enables you to create highly relevant content that builds awareness, engagement, conversion and loyalty.
The document outlines the key steps in developing an effective content marketing strategy: 1) Set objectives like becoming a trusted resource for a target audience, 2) Define buyer and audience personas to understand their needs and interests, 3) Create a content execution and amplification plan across various channels, and 4) Measure performance using metrics like consumption, sharing, lead generation, and sales. The goal of the content strategy is to attract and engage an audience in order to drive business results through relevant and valuable content.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
The document provides an overview of a course on content marketing. The course covers [1] the definition and process of content creation, [2] different content types and tools, and [3] examples, conclusions, and further references. It discusses defining target audiences, creating content, choosing media platforms, scheduling content, standardizing content, and tools for content creation. The goal is to help students understand how to develop and implement an effective content marketing strategy.
This document discusses digital and content marketing strategies in 2015. It introduces inbound marketing and content marketing, explaining that inbound marketing attracts visitors and converts them using helpful content, while content marketing creates relevant stories to engage audiences. It also covers topics like creating buyer personas, determining the best content formats and channels, and how different marketing approaches like paid, owned and earned media can work together effectively as part of an integrated strategy. The document provides examples and resources to illustrate key concepts in digital and content marketing.
This document provides an overview and agenda for Debbie Williams' 2017 Content Marketing Workshop. It begins with introductions of Debbie Williams and her background in content marketing. It then outlines the workshop agenda which includes discussions on content marketing strategy, buyer personas, editorial SEO, content ideas, content distribution, and a Q&A. It also includes exercises for participants to apply the concepts and pre-event and post-event surveys to understand participants' goals and takeaways. The overall goal is to help participants improve their content marketing efforts through strategic planning, creation of relevant content, and effective distribution.
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
How to create a modern sales organizationZacharyCurry6
The how to guide for creating a modern sales organization from startup to mid sized enterprise. Bonus material for startups includes the maximizing college interns to develop your lead generation marketing team.
Zach Curry
zczinc@gmail.com
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Content Marketing - How To Create a Good ContentAllan Guese
Content marketing is a technique that involves creating and distributing valuable content to attract and engage a target audience with the goal of driving customer action. It is important because 80% of buyers prefer getting product information through articles rather than advertisements. The keys to successful content marketing are understanding buyer personas, their purchase journey, and creating content that addresses their needs and problems without directly selling. An effective content marketing strategy follows a continuous process of planning topics, producing content, distributing it, analyzing performance, and repeating.
Content Marketing Explained: Theory and Real Life ExamplesRachael Wachstein
If you're tired of all of the "experts" and their content marketing theories, this no nonsense presentation is for you. Learn how franchise systems can leverage content marketing for franchise development and unit sales. The presentation will take you from the big picture overview of the content marketing process to real life examples that will help you realize a content strategy that will work for your system.
Stop Being Invisible Online: Coordinated SEO, Content Marketing and PR StrategyChris Marocchi
The document provides guidance on developing an integrated online marketing strategy using SEO, content marketing, and PR. It recommends starting with an assessment of website messaging and USP to create aspirational messages that solve client problems. Content should be optimized for targeted keywords and published across websites, blogs, and social media. Metrics like impressions, clicks, and rankings should be measured to improve content over time. The strategy aims to increase engagement, traffic, and leads through compelling, optimized content.
Sales and Marketing Executive's Workshop: Content Marketing for SalesJacquie Chakirelis
Jacquie Chakirelis and Amy Neumann from Advance Digital/Northeast Ohio Media Group offer advice and tips for sales organizations on implementing content marketing strategies to increase sales and develop better relationships with customers.
Content Marketing: Build the Bridge to Success 2017Patty Swisher
This document outlines the 4 steps to building an effective content marketing strategy: 1) Setting objectives by defining goals and a content marketing mission, 2) Defining client and audience needs through personas, 3) Developing an execution plan including content types, calendar, and sharing methods, and 4) Establishing metrics to measure consumption, sharing, lead generation, and sales. It provides examples and templates to help strategize content around audience needs at different stages in the buying cycle in order to build a bridge to success.
This document provides a guide to creating an effective demand generation strategy with four key parts: 1) Defining the target audience through research of past customers and new prospects. 2) Setting goals and key performance indicators. 3) Structuring the marketing and sales funnels to move leads through stages. 4) Choosing appropriate tactics like paid search, social media ads, and content marketing for the top, middle, and bottom of the funnel. The document emphasizes optimizing the strategy over time by reviewing goals, lead scoring, funnel efficiency, and customer feedback.
Marketing 101 is an overview of what is marketing's role within an organisation, how to build a solid marketing staretgy based on analysis, strong messaging and picking the right tools.
It is a starting point if you are unsure about how to tackle the marketing needs of your business or are just starting out in a marketing role. Actionable advice, clear explanation and a few exercises to get the ball rolling.
Similar to The Stepstones to Real Content Marketing (20)
In today's fast-paced business world, providing excellent client service is crucial for success. This report, "Client Service Management: Principles and Insights for Excellence," explores the basic principles and practical tips needed to manage client relationships effectively. Good client service goes beyond just solving problems; it’s about building strong, lasting relationships that keep clients happy and loyal. In this report, you will find clear explanations and real-life examples that will help you improve how you interact with and support your clients. Whether you’re experienced or new to client service, the insights here will guide you in delivering outstanding client experiences and service models
Happy learning
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, Cpanel Management
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
Best Deaddiction Center to get Rid out of addiction
Shri Shuddhi Nasha Mukti kendra helps individual understand their addiction and provide medical treatment, therapy and counseling......
A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdfKwabena Oppon-Kusi
This is a step by step guide to all startups on how to develop a strong and healthy brand. It defines what a brand actually means and gives you a better understanding on how you can build one for your startup, sustain it and ultimately grow it in a lean way. This is an essential for every one with a new idea, ready to make it into a viable business.
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
PHP (Hypertext Preprocessor) is a widely-used open-source scripting language that is particularly suited for web development and can be embedded into HTML. It is primarily used for server-side scripting but can also be used as a general-purpose programming language. PHP is renowned for its simplicity, flexibility, and ease of integration with various databases and web servers, making it one of the most popular languages for building dynamic websites and web applications.led by Mr. Hirdesh Bharadwaj, is an ideal choice for summer training in PHP in Delhi. With Mr. Bharadwaj's extensive 15 years of experience in the field, Webs Jyoti offers top-notch training in PHP development.
One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects.Ducat offers comprehensive PHP training with a strong focus on practical implementation and live projects. Their course covers the latest industry standards and trends, ensuring that students are well-prepared for job placements .
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How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Real Marketing of Pharmaceuticals (PDF) by Roshan Singh.
The Stepstones to Real Content Marketing
2. Overview
Definition 2
Content Mission Statement 3
Marketing (Buyer) Persona 5
Steps to integrate Personae into your Strategy 10
THE BUYER’S Journey 12
Convert CM into Business / Call To Actions 17
Great Content Checklist 21
Content Forms 23
Build Editorial Calender 24
Content Sources 27
Content Curation Ideas 28
Research 29
Optimize Content 31
KPIs and Measurement 33
Needs for long term run 36
Top Content Marketing Rules 2015 38
Contact 39
3. Why do I need Content Marketing?
Definition
“Content marketing’s purpose is to attract and retain customers by
consistently creating and curating relevant and valuable content with the
intention of changing or enhancing consumer behavior. It is an ongoing
process that is best integrated into your overall marketing strategy, and it
focuses on owning media, not renting it.”
http://contentmarketinginstitute.com/what-is-content-marketing/
4. What is my Content Mission Statement?
It’s what we strive to be to day and into the future.
Targeted audience, kind of content, recipients outcome.
http://b-i.forbesimg.com/johnhall/files/2013/12/shutterstock_138631661.jpg
6. Marketing Persona Checklist
What are their demographics?
Who influences their product choices?
What is their lifestyle?
What are their interests?
http://heidicohen.com/marketing-persona/#sthash.nMFU4w71.dpuf
http://knowledge.hubspot.com/contacts-user-guide/how-to-create-personas
http://www.petersandeen.com/introduction-to-buyer-personas/
7. Marketing Persona Checklist
What’s important in their buying decision
What are their personal goals?
What are they like from an emotional perspective?
What are their past behaviors?
http://heidicohen.com/marketing-persona/#sthash.nMFU4w71.dpuf
http://knowledge.hubspot.com/contacts-user-guide/how-to-create-personas
http://www.petersandeen.com/introduction-to-buyer-personas/
9. What to do with a Buyer Persona?
http://www.petersandeen.com/introduction-to-buyer-personas/
Address specific people.
Address specific problems.
Address specific beliefs.
10. Steps to integrate Personae into your Strategy
1. Position your organization in your persona’s mind.
2. Present products and services to meet your persona’s needs and desires.
3. Price your offering based on your persona.
4. Promote sales based on your persona’s needs and timing.
5. Determine the specific type of content your persona seeks and wants.
http://heidicohen.com/post-marketing-persona-creation/#sthash.HxEQGijR.dpuf
11. Steps to integrate Personae into your Strategy
How often does your prospect purchase your product?
When do your prospects need your products and services?
Understand which channels and platforms your persona uses
and how she spends her time on each.
http://heidicohen.com/post-marketing-persona-creation/#sthash.HxEQGijR.dpuf
13. THE BUYER’S JOURNEY
AWARENESS CONSIDERATION DECISION
IDENTIFY NEED RESEARCH SELECT
RESEARCH COMPARE PURCHASE
PRIORITIZE CRITERIA JUSTIFY EVANGELIZE
http://www.pardot.com/buyer-journey/
14. AWARENESS
IDENTIFY NEED
”How do I know if I’m interested if I don’t even know you exist?”
RESEARCH
If your buyers begin to realize that they have a particular pain point, the research begins
PRIORITIZE CRITERIA
They’ll begin to understand which criteria do and do not meet their needs, allowing them to
prioritize their questions during product demos
http://www.pardot.com/buyer-journey/
15. CONSIDERATION
RESEARCH
Once buyers have their choices narrowed down to just a few companies, they’ll return to the
research stage again
COMPARE
They’ll start reaching out, so that they can really drill down into the features that matter to their
teams
JUSTIFY
Buyers begin focusing on content that contains information about pricing, ROI, and the bottom line
to justify their expenditure
http://www.pardot.com/buyer-journey/
16. DECISION
SELECT
They’ll start thinking about preparation, implementation, quick start costs, and customer support
PURCHASE
Buyers are ready to purchase. Most buyers will continue to research best practices, implementation
guides, and more to make sure they’re ready to hit the ground running with their new tool
EVANGELIZE
If they are happy at the end of their journey, they can become a valuable marketing resource
http://www.pardot.com/buyer-journey/
17. How to convert my CM into Business?
CTAs (Call To Actions)
https://de.pinterest.com/anitac12345/social-media/
18. How to convert my CM into Business?
CTAs
• 4 key components: Colour Message Shape Placement
• Make CTA fit to where they’re at in the buying cycle +301%
• Test your placement – 41% uplift
• Help them to make a decision
• Design for conversions –not to be aesthetically pleasing
http://de.slideshare.net/kathpayCI/how-to-create-call-toactions-that-effectively-drive-conversions-42044315?qid=1686357f-f34e-420a-8905-3baeb5a72870&v=qf1&b=&from_search=2
19. How to convert my CM into Business?
CTAs
Lead with persuasive verbs
•Choose •Improve •Increase •Avoid •Act •Boost •Build •Capture •Explore •Ensure
•Learn •Prevent •Gather •Keep •Leverage •Maximize •Overcome •Simplify •Solve
•Stop •Succeed •Manage •Save •Conquer •Win •Unleash
http://de.slideshare.net/kathpayCI/how-to-create-call-toactions-that-effectively-drive-conversions-42044315?qid=1686357f-f34e-420a-8905-
3baeb5a72870&v=qf1&b=&from_search=2
20. How to convert my CM into Business?
CTAs
Replaced “Buy Now” with “Add to basket”- 17% increase
Give them a reason why they should act now
CTA includes the benefit
Use images to support your CTA’s
http://de.slideshare.net/kathpayCI/how-to-create-call-toactions-that-effectively-drive-conversions-42044315?qid=1686357f-f34e-420a-8905-
3baeb5a72870&v=qf1&b=&from_search=2
21. What is great Content? / Checklist
• document this: Because of content marketing, our customers will _______, our prospective
customers will ________, and our business will _________.
• What’s special about YOU and YOUR content?
• Your “ONE THING” is the soul of your company that shines through all your content marketing
• Give yourself permission to make the story BIGGER
• document this: People will care about our content because of _______. Our content will inspire
and motivate them because of _________.
• document this: We will know our content is working because we will track _______, ________,
and ____________.
• document this: The audiences for our content marketing are described by this persona (_______),
this persona (_______), and this persona (_______).
• document this: Our buying stages are_______, _______,_______ and ______. We have listed all
the questions our personas need to move through each stage here: _______.
http://de.slideshare.net/jaybaer/create-a-content-marketing-strategy-your-customers-will-love-in-7-steps
22. • Use strong content. Be bold. Show your passion. Tell who you are.
• Find out what questions your customers and potential customers are
asking about your industry or product. How can you find ways to answer
those questions creatively while improving your audience’s overall
experience? How can you be a resource to them?
• What pressing questions are going unanswered? These gaps will become
your content pillars.
• Practice the rule of thirds: One part owned, original content, one part
curated licensed content, and one part thought leadership or user
generated content.
25. • Evolve a calendar structure: Start simple
• Plan your content creation on a regular basis
• Establish major content pieces & plan for content reuse
• Plan and organize around key events, dates, and launches special
business occasions, birthdays, local celebrations, holidays
• Select content from other sources
• Encourage co-creation
• Get your employees and customers involved
Build an Editorial Calendar
26. • Title – or current working title
• Author (ressources) – who’s writing the article
• Category – what the article’s about
• Keyword(s) – the article’s focus
• URLs: This info can be archived as an easy way to keep your online content audits updated, or to link to older
pieces of content in the new content you create.
• Calls to action: This helps you ensure that every piece of content you create is aligning with your company’s
marketing goals.
• Article Type – If the article is a recurring feature, what type is it?
• Promotion – Is the article associated with a special promotion and/or products? If so, what links are
needed?
• Content Format – What content form is to be used? Think text, image, video, audio, presentation, or other
• Publishing Channels
• Related Marketing
Build an Editorial Calendar
27. Where do I get the Content from?
• Which people in your company regularly
create content?
• Talk to your sales team – learn what’s
most inspiring (and confusing) to your
customers and prospects. Talk to your
buyers
• Support team, customer service and
product development
• Events are a great inspiration for content
http://marketeer.kapost.com/essential-content-marketing-lessons-2/#ixzz3RChkeMSM
28. Fill the Calendar with Ideas
Content Curation Ideas
• Share on social media
• Create new content by adding your own commentary to relevant third-party
content
• Ask experts to contribute to a round-up post or panel discussion
• Aggregate curated lists
• Work with others to co-create social content
• Invite your fans and customers to help with community-created social content
• Rank the best
• Select the best tidbits for your audience
• Create a gallery
http://contentmarketinginstitute.com/2014/07/content-curation-bulk-up-editorial-calendar/
29. Where do I get the content from?
Research
• Search trends understand what your customers are looking for then use
programs like Google Keywords to meet them in the search process
• Look with what topics and questions influencers in your branch deal.
Choose three to five major issues in your industry and build your content
around those pillars
• Interview discussion leaders or invite them to write on behalf of your brand
• Read what your customers are reading. Learn what they care about and
who they trust
http://marketeer.kapost.com/essential-content-marketing-lessons-2/#ixzz3RChbrWaf
30. Where do I get the Content from?
Research
• Look for trends – over time, within, and between content categories.
• Get graded. Invite customers to contribute to the conversation. Ask to
review and rate your products. Celebrate loyal fans. Thank customers
and members of your community.
• By reusing and repurposing a single content pillar, each department
represented by the Editorial Board can meet the content demands of
important distribution channels more easily and efficiently.
http://marketeer.kapost.com/essential-content-marketing-lessons-2/#ixzz3RChbrWaf
31. How to optimize your Content?
THE IDEAL LENGTH OF
• A HEADLINE IS SIX WORDS
• A BLOG POST IS SEVEN MINUTES, 1,600 WORDS
• A PARAGRAPH IS 40-55 CHARACTERS
• AN EMAIL SUBJECT LINE 28-39 CHARACTERS
• A TITLE TAG IS 55 CHARACTERS
• A DOMAIN NAME IS EIGHT CHARACTERS
• A TWEET IS 100 CHARACTERS
• A FACEBOOK POST IS LESS THAN 40 CHARACTERS
http://www.fastcompany.com/3028656/work-smart/the-proven-ideal-length-of-every-tweet-facebook-post-and-headline-online
https://blog.bufferapp.com/the-ideal-length-of-everything-online-according-to-science
32. Promote Content
Support your content distribution with advertising where appropriate
Think in terms of social media and paid search
Cross-promote your content on other owned media
Don’t underestimate the power of your retail establishment and other
advertising
http://heidicohen.com/13-step-content-marketing-plan/#sthash.qVsXZNaJ.dpuf
33. KPIs and Measurement
• Ones that relevant to your business strategy and use the industry specific
You can organize your KPIs into the following four business areas:
1. Measuring and understanding your customers
2. Measuring and understanding your financial performance
3. Measuring and understanding your internal processes
4. Measuring and understanding your employees
http://de.slideshare.net/BernardMarr/25-ntk-key-performance-indicators
34. KPIs and Measurement
• Customer retention rate
• Measure traffic, time on site, and pages per visit
• Measure lead generation, quality of leads, and entrance and touch points
Track results systematically so that you can quickly identify successes and
areas for improvement. Test, measure, scale, repeat
• Website visitors, social media shares, newsletter sign-ups, offer downloads,
and sales
http://de.slideshare.net/BernardMarr/25-ntk-key-performance-indicators
36. What do you need for long term run?
• Patience or instead use your budget to concentrate on the main channels
• Accept failures
• Properly tag and categorize content, so that it can be easily found
• Steal audience from publishers
• Start with owned, earned then paid
• Test your content efforts
37. What do you need for long term run?
Customer Education
Invest in your team’s learningCheck your goals – don’t be
afraid to switch gears
Licensing content can help
quickly improve and enlarge
your content
give readers greater variety with a
mix of content and content sources
where does each of your
topics and content types fit?
Empower creators to learn and care
about your brand.
re-engage past customers and
encourage repeat business.
http://de.slideshare.net/michaelbrenner/the-future-of-content-marketing-41750145
38. Top Rules of Content Marketing for 2015
• Create engaging headlines. 80% of readers never make it past the headline
• Have a documented content strategy
• Make sure your content is easy to share
• You need both quality and quantity
• Tap into the power of curated content
• Identify the best time for your posts online
http://de.slideshare.net/ELIV8/the-top-15-rules?qid=f6e80e37-0665-4ede-ba33-742518fee324&v=qf1&b=&from_search=7
39. The Story Continues…
by Simon Schwarz
Get in contact
http://simonschwarz.flavors.me
https://twitter.com/SchwarzPR