2. An umbrella term for all
content that you create
for your audience.
Examples include:
Blogs
Landing Pages
Newsletters
Whitepapers
EBooks
Podcasts
Videos
Webcasts/Webinars
Social Media
3.
4. Attract and retain customers
and turn them into brand
ambassadors
Build your site into a
trusted authority in your
industry
Keep your visitors coming
back and staying longer
Increase conversion rates
Lead generation
5.
6. 1. Believability
2. Listen first
“ The new marketing isn’t about
self-promotion; it’s about
giving customers what they
need to become educated
consumers. This is the age of
information marketing.
Education
marketing. Content marketing.””
Joe Pulizzi
3. Build trust
7. Constantly talking about
yourself not about the
customers needs and
wants
Making it difficult to
understand what you do
or offer
Poor quality,
design/content.
Neglected/website/blog
etc.
Inconsistency in
providing content.
Doing nothing – not
engaging=no growth
8. Know who your client is
(persona) - Create a client
persona
WIIFM ( Speak to their needs)
Content Audit – Take a good
look at the content and
messages you are sending out
Provide valuable info.
“Good content shares or
solves; it doesn’t hawk your
wares or push sales-driven
messages. It provides value by
positioning you as a reliable
and valuable resource.” – Ann
Handley in Content Rules
9. Answer your customers’
questions
Create a sense of community
Allow your content to have
wings
Set up a listening dashboard
(Google Reader, Google Alerts,
twitter.com, relevant blogs)
Measurement and metrics so
you know what’s working
10. Provide many different types
of content
Be willing to try new things –
and pull the plug on anything
that’s not working.
Get on a schedule and stick
with it.
11. Take care of your customers
– giveaways, featuring them
in case studies
If you make a mistake
apologize and move on – You
don’t own your brand – your
customers do
12. Think of each post in your
blog as part of a larger
story
Don’t think so much about
what YOU want to say but
more about what your
audience WANTS TO
HEAR.
Create a community
Encourage dialogue and
social shares
Try to create shareable
content, content that
multiplies
Spend time on other blogs
in your niche
13. Never spam
Always get
permission (double
opt-in)
Segment your lists
and send only app
material based on
readers interest
and previous
buying behaviors
14. Usually used only if you are a
B2B business
Usually a very long report
that’s downloadable
Always try to solve a pain in
the market, give a solution to
a problem your niche is facing
They require a lot of time and
effort, so you can always have
a lead capture for whitepapers
Always provide a printable
format, easily downloadable in
the form of a PDF
Especially good to convince
prospects to become
customers
15. Usually used as an
introductory guide to a
subject
Best if prepared in an easily
scannable format such as
bullet points and numbered
lists
Make liberal use of call-out
boxes on your site
Ideal for lead capture
16. Joe Pulizzi - @juntajoe
Ann Handley - @MarketingProfs
Kristina Halvorson - @halvorson
Marcus Sheridan - @thesaleslion
Jon Morrow - @jonmorrow
Brian Clark - @copyblogger
Jay Baer - @jaybaer
