Content marketing delivers high quality information, void of any promotion. As marketers we are all aware of the noise and clutter we have to fight through on a daily basis. It is easy to get shouted down, but content marketing offers something of use to our target audience and as such breaks through the chaos to attract attention. Instant E-Training is proud to present a webinar about an upcoming book launch on Content Marketing. Whether you have already created excellent content but are yet to embrace it as a marketing tool or are looking to get up to speed with this key trend, this is the webinar for you!

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to digest, content marketing How-To. Tripathi has a special way of
n complex concepts into bite size tangible pieces that are ready-to-
dy implemented several concepts in to my marketing initiatives.
er
VLinksMedia
kes for a straightforward read and it helped our entire team to
e process of content generation. A must read for every startup!"
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EO, SymbiosisHealth
Praise for the book
Bob Tripathi
10 Tips from Leading Content Marketing Experts
Instant Content
Marketing Success
Content Marketing
n and honest individual, with an extremely bright mindset. He truly
ontent marketing. Instant Content Marketing Success is a book that
appropriate avenues one needs to succeed in the content marketing
ee,
Founder at Opternative, Inc.
Bob Tripathi is the founder of
Instant E-Training. Bob has 12+
years of Digital Marketing experi-
ence. Bob is also the founder of
local Chicago chapters of SEMPO
and The Digital Marketing Group.
@bobtripathi
st complete and comprehensive playbook on content marketing
re. It offers a perfect balance between the fundamental knowledge
ceptualizer content marketing strategies and a practical toolkit full
plement ideas.
nekar
BenchPrep

2. #IETraining@bobtripathi
Our New Book
pecial way of
re ready-to-
tiatives.
eam to
startup!"
Bob Tripathi
10 Tips from Leading Content Marketing Experts
Instant Content
Marketing Success
Content Marketing
set. He truly
s a book that
ent marketing
marketing
knowledge
toolkit full
Authored by Bob Tripathi
Chapter Contribution by
• Heidi Cohen
• Arnie Kuenn
• Brian Carter
• Matt Siltala
• Michael Weiss
• Ardath Albee
• Kaila Strong

3. #IETraining@bobtripathi
Content growth is exponential!

4. #IETraining@bobtripathi
1. Is trusted by customers
2. Supports purchase process
3. Feeds social media
4. Delivers your message multiple times so
customers believe it
5. Is relatively less expensive (though NOT
free!)
Why do you need Content Marketing?
Source: Chapter 1 – Heidi Cohen

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Content Marketing Process

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Creating Persona
To get started with buyer persona, you should develop and understand a
collective of your customer segments.
1. Demographics
2. Behavior
3. Motivations
4. Challenges & Pain Points
5. Concerns

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Create a Buyer Persona
Source: Chapter 2- Shade Wilson

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Identify Types of Content to be Created
Your Site
Vlogs Podcasts
Webinars
Press
Releases
DirectoriesCase
Studies
Tutorials
White
Papers
Blogs

9. #IETraining@bobtripathi
Still Focus on Search? – YES!
• 93% of all buyers online or in
stores use search prior to
making a purchase
• 86% of searchers conduct non-
branded queries.
• 94% of buyers click on organic
links versus 6% on paid links for
branded queries.
Source: Chapter 4 - Arnie Kuenn

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Keyword
Research
Content
Creation
Customer
Keyword
Data
Keyword
Re5inement
Source: Chapter 4 - Arnie Kuenn

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Keyword Suggestions

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Anatomy of On-Page SEO
Title
URL Optimization
ALT tag
Breadcrumbs
H1 tags
Internal Linking
Keyword Rich
Content

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Content Optimization

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Content Calendar

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Content Calendar

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B2C vs B2B Content

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Social Media Content Funnel
Source: Chapter 5 – Brian Carter

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Social Media Audience
Source: Chapter 5 – Brian Carter

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Instagram & Visual Content
• Images get 50% more interaction than other content.
• Photos get 7x more likes on Facebook and 10 times
more shares.
• 80% of pins on Pinterest are repins.

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Sales should be the outcome
Source: Chapter 7 – Ardath Albee

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Who Owns Content Marketing?

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IDENTIFY internal skills
Create the team “on paper”
Outsource to FILL GAPS
Develop your content machine PROCESS
Subject Matter Experts are the KEY
Building Content Marketing Team

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Content Marketing Team
Source: Chapter 8– Michael Weiss

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Source: Chapter 8– Michael Weiss

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Data Driven Content Marketing
Demographic Data
Traffic Data
Social Metrics
Search & Keyword Data
Conversion Data

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Key Takeaways: Content Marketing Checklist
! Establish content marketing goals
! Know your target audience
! Determine information needs
! Select content formats
! Tell your story
! Brand your content
! Create editorial calendar
! Optimize content for search
! Distribute & promote content
! Track content marketing results

28. #IETraining@bobtripathi
bob@instantetraining.com
@bobtripathial way of
ady-to-
ves.
to
rtup!"
Bob Tripathi
10 Tips from Leading Content Marketing Experts
Instant Content
Marketing Success
Content Marketing
He truly
book that
marketing
eting
wledge
lkit full

29. #IETraining@bobtripathi
Take Your Skills to the next level
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