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New England Direct Marketing Association Presentation

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Carla Gates at 3to5 Marketing
Carla Gates at 3to5 Marketing
BusinessNews & Politics
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Without a Heart, Social Media is Just a Platform! Carla Gates Social Media Strategist, Teacher, & Writer NEDMA May 15, 2013
TODAY’S MESSAGE: CONTENT IS THE HEART 2 PROSPECTS CUSTOMERS EVANGELISTS, RESELLERS, INFLUENCERS AMAZING CONTENT YOUR WEBSITE or BLOG OF SOCIAL MEDIA MARKETING
Why Should You Care About Content? • 80% of business decision-makers said they prefer to get information via articles, not ads. • 70% said content makes them feel closer to a company. • 60% said content provided by companies helps them make smarter buying decisions. [Source: GfK Roper Public Opinion Polls] Woah. 80% Want Content? 3
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5 content marketing n. creating (or curating), and sharing valuable free content to attract and convert prospects into customers. “THE TRUST, CREDIBILITY, AND AUTHORITY THAT CONTENT MARKETING CREATES, KNOCKS DOWN SALES RESISTANCE, ALL WHILE PROVIDING A BASELINE INTRODUCTION TO THE BENEFITS OF YOUR PRODUCT.” (Brian Clark, Copyblogger) “CONTENT MARKETING IS THE GREAT EQUALIZER. LARGE BUDGETS AND STAFF DON’T NECESSARILY WIN”. (Joe Pulizzi, Content Marketing Institute)
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So, how do I create content with a heart? 8 1. Relevant 2. Timely 3. Personable 4. Visual 5. It’s not all about you! The 5 Rules of Great Content
What keeps your customers up at night? What makes them happy? What information is valuable to them? What’s on their wish lists? 9 Content with a Heart Starts with Your Customers
10 Pulling It All Together Get your employees involved Use lots of images! Photos, infographics, maps, charts, memes Newsjack! Always tell a story! Industry news Reviews, testimonials Use video to interview key customers, staff, influencers. Contests, especially where followers judge the winners How-tos, Lists, Top 10s
TO RESTATE: CONTENT IS THE HEART 11 PROSPECTS CUSTOMERS EVANGELISTS, RESELLERS, INFLUENCERS AMAZING CONTENT YOUR WEBSITE or BLOG OF SOCIAL MEDIA MARKETING
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Don’t do this… 13
Or this…. 14
And definitely don’t do this… 15 April 15, 2013
• Find this presentation at slideshare.net/CarlaGates • Follow me on Twitter at twitter.com/CarlaGates247 16

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New England Direct Marketing Association Presentation

  • 1. Without a Heart, Social Media is Just a Platform! Carla Gates Social Media Strategist, Teacher, & Writer NEDMA May 15, 2013
  • 2. TODAY’S MESSAGE: CONTENT IS THE HEART 2 PROSPECTS CUSTOMERS EVANGELISTS, RESELLERS, INFLUENCERS AMAZING CONTENT YOUR WEBSITE or BLOG OF SOCIAL MEDIA MARKETING
  • 3. Why Should You Care About Content? • 80% of business decision-makers said they prefer to get information via articles, not ads. • 70% said content makes them feel closer to a company. • 60% said content provided by companies helps them make smarter buying decisions. [Source: GfK Roper Public Opinion Polls] Woah. 80% Want Content? 3
  • 4. 4
  • 5. 5 content marketing n. creating (or curating), and sharing valuable free content to attract and convert prospects into customers. “THE TRUST, CREDIBILITY, AND AUTHORITY THAT CONTENT MARKETING CREATES, KNOCKS DOWN SALES RESISTANCE, ALL WHILE PROVIDING A BASELINE INTRODUCTION TO THE BENEFITS OF YOUR PRODUCT.” (Brian Clark, Copyblogger) “CONTENT MARKETING IS THE GREAT EQUALIZER. LARGE BUDGETS AND STAFF DON’T NECESSARILY WIN”. (Joe Pulizzi, Content Marketing Institute)
  • 6. 6
  • 7. 7
  • 8. So, how do I create content with a heart? 8 1. Relevant 2. Timely 3. Personable 4. Visual 5. It’s not all about you! The 5 Rules of Great Content
  • 9. What keeps your customers up at night? What makes them happy? What information is valuable to them? What’s on their wish lists? 9 Content with a Heart Starts with Your Customers
  • 10. 10 Pulling It All Together Get your employees involved Use lots of images! Photos, infographics, maps, charts, memes Newsjack! Always tell a story! Industry news Reviews, testimonials Use video to interview key customers, staff, influencers. Contests, especially where followers judge the winners How-tos, Lists, Top 10s
  • 11. TO RESTATE: CONTENT IS THE HEART 11 PROSPECTS CUSTOMERS EVANGELISTS, RESELLERS, INFLUENCERS AMAZING CONTENT YOUR WEBSITE or BLOG OF SOCIAL MEDIA MARKETING
  • 12. 12
  • 15. And definitely don’t do this… 15 April 15, 2013
  • 16. • Find this presentation at slideshare.net/CarlaGates • Follow me on Twitter at twitter.com/CarlaGates247 16

Editor's Notes

  1. WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)
  2. WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)
  3. WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)