Content marketing show 2013 selling the content marketing story - 29.05.2013 - cv

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Selling the Content Marketing Story - Pak Hou Cheung's presentation for the Content Marketing Show in May 2013. Located at the Institute of Education near Russell Square Station, in London.

Negócios Tecnologia

SELLING
THE
CONTENT MARKETING STORY
PAK HOU CHEUNG
ORGANIC CONTENT STRATEGIST
BLUEGLASS.CO.UK
CONTENT MARKETING SHOW – MAY 2013

THE FOLLOWING
EVENTS ARE BASED
ON A TRUE STORY…
(kind of…)

THE NEXT SERIES
OF EVENTS,
IS SADLY ALSO BASED
ON A TRUE STORY…..
(kind of…)

MY CONTENT IDEAS
1) Viral Content Ideas
2) Target Publisher Sites
3) Find Influencers

HOW WILL
CONTENT MARKETING
ACHIEVE MY GOAL?

Content in the Awareness Stage
Make it memorable, shareable & optimized
• It has to stand-out
• Allow & encourage sharing
• Promote
Make it interesting, useable & dynamic
• Tips
• Tools
• Tutorials
• Free downloads
• Include visuals

Content in the Consideration Stage
Be educational
Use your content to demonstrate how it solves that problem
• Product demos
• In-depth tutorials
• Entertaining FAQs
• Buying guides
Leverage (and build) relationships
• Testimonials & reviews
• Case studies (tell a story)
• Analysis reports

Content in the Purchase Stage
Focus on The Why
Inspire your audience to buy
• Share; don’t push
• Elicit emotion
• Be passionate
Tell them what they’ll get
Show results; demonstrate true value with your content
• ROI calculators
• Descriptive case studies
• Pricing information
• Detailed tutorials

Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/

Content in the Retain & Upsell Phase
How do you get them coming back?
• Don’t stop offering value
• Find different ways to reach them
(i.e. newsletters, interactive quizzes & polls, direct-mail pieces,
events, etc.)
• Keep it fresh and exciting
• Remind them of all benefits
Don’t stop sharing
• A social strategy can be a powerful thing
• So can a phone call
• Or a personalized email

SAD, BUT TRUE…
NOT EVERY BUSINESS IS
ASOS…..

http://bit.ly/measuring-your-success-2013
http://bit.ly/4-types-of-content-marketing-metrics
http://bit.ly/top-5-micro-conversion-metrics
http://bit.ly/content-auditing-2012

CONTENT OUTREACH &
ENGAGEMENT
STAYING AHEAD OF THE GAME
PAK HOU CHEUNG
ORGANIC SEARCH STRATEGIST
BLUEGLASS.COM
ThinkVisibility - MARCH 2013

You need quality, method & patience to pay off….

PCHEUNG@BLUEGLASS.CO.UK
WWW.BLUEGLASS.CO.UK

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Content marketing show 2013 selling the content marketing story - 29.05.2013 - cv

1. SELLING THE CONTENT MARKETING STORY PAK HOU CHEUNG ORGANIC CONTENT STRATEGIST BLUEGLASS.CO.UK CONTENT MARKETING SHOW – MAY 2013

6. THE FOLLOWING EVENTS ARE BASED ON A TRUE STORY… (kind of…)

7. IT BEGAN HERE…..

8. TODAY…..

9. YOU NEED SOME AWESOME SEO…..

10. YOU NEED SOME AWESOME SEO…..

11. SO YOU BEGIN…

12. AWESOME SEO GETS TRAFFIC….

13. YOU GET HIT BY A GOOGLE UPDATE….

14. YOU DO SOME MORE AWESOME SEO…

15. YOU START CHASING THE ALGORITHM..

16. YOU GET HIT BY A BIG UPDATE…..

17. FINALLY……

18. SO WHAT NOW THEN…..

19.

20. THE NEXT SERIES OF EVENTS, IS SADLY ALSO BASED ON A TRUE STORY….. (kind of…)

21.

22.

23.

24.

25.

26.

27. ? CONTENT STRATEGY SEO SOCIAL MEDIA

28. YOUR BRAND CONTENT STRATEGY SEO SOCIAL MEDIA

29.

30.

31.

32. MY CONTENT IDEAS 1) Viral Content Ideas 2) Target Publisher Sites 3) Find Influencers

33.

34. WHAT IS YOUR GOAL?

35. HOW WILL CONTENT MARKETING ACHIEVE MY GOAL?

36.

37.

38. Content in the Awareness Stage Make it memorable, shareable & optimized • It has to stand-out • Allow & encourage sharing • Promote Make it interesting, useable & dynamic • Tips • Tools • Tutorials • Free downloads • Include visuals

39.

40.

41.

42. Content in the Consideration Stage Be educational Use your content to demonstrate how it solves that problem • Product demos • In-depth tutorials • Entertaining FAQs • Buying guides Leverage (and build) relationships • Testimonials & reviews • Case studies (tell a story) • Analysis reports

43.

44.

45.

46.

47.

48.

49. Content in the Purchase Stage Focus on The Why Inspire your audience to buy • Share; don’t push • Elicit emotion • Be passionate Tell them what they’ll get Show results; demonstrate true value with your content • ROI calculators • Descriptive case studies • Pricing information • Detailed tutorials

50. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/

51. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/

52.

53. Content in the Retain & Upsell Phase How do you get them coming back? • Don’t stop offering value • Find different ways to reach them (i.e. newsletters, interactive quizzes & polls, direct-mail pieces, events, etc.) • Keep it fresh and exciting • Remind them of all benefits Don’t stop sharing • A social strategy can be a powerful thing • So can a phone call • Or a personalized email

54. Screen Shot Taken December 20th, 2002

55. Screen Shot Taken December 20th, 2002

56. Screen Shot Taken 29th May, 2013

57. Screen Shot Taken 29th May, 2013

58. Screen Shot Taken 29th May, 2013

59. Screen Shot Taken 29th May, 2013

60. SAD, BUT TRUE… NOT EVERY BUSINESS IS ASOS…..

61.

62.

63.

64.

65. http://bit.ly/measuring-your-success-2013 http://bit.ly/4-types-of-content-marketing-metrics http://bit.ly/top-5-micro-conversion-metrics http://bit.ly/content-auditing-2012