Keynote presentation

1. Give Your Customers the Content They Crave
Presented by Paul Roetzer (@PaulRoetzer)
Moderated by Brooke Bates (@batesbn)
Nov. 17, 2011

2. Cause and Effect
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3. @PaulRoetzer

4. Selective Consumption
• Basic principle behind inbound marketing
• Consumers tuning out traditional marketing
• Brands lose control, but gain loyalty
• Shifting budgets
• New strategies
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5. “I would expect that next year, people will share
twice as much information as they share this
year, and next year, they will be sharing twice as
much as they did the year before.”
— Mark Zuckerberg
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6. “We all have a story to tell.”
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7. 1) Define & differentiate your brand.
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8. How to define your brand?
• Who are we (in 160 characters or less, and without
meaningless jargon)?
• What are the three greatest strengths/weaknesses of our
brand?
• What are our greatest opportunities for growth?
• What makes us different, remarkable?
• What value (i.e. expertise, resources, guidance, tools) can
we bring to our audiences?
• What makes customers buy from us the first time
(acquisition)? What keeps them coming back (retention)?
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9. 2) Build your content creation team.
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10. Potential content creators
• Internal: Marketing, communications, sales,
executives, customer service, technical,
journalism school interns
• Outsourced: Freelance writers, publishers,
journalists, PR firms
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11. Buyer-persona focused content
• Make personal connections
• Address pain points and bring value
• Demonstrate a clear understanding of your
audiences, and know how to engage them
• Promote and deliver in their preferred format
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12. 3) Profile your buyer personas.
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13. Defining your buyer personas
• What are their goals and aspirations?
• What motivates and inspires them?
• What are their problems/pains/obstacles?
• How do they consume information (online and offline)?
• What/who influences their buying decisions?
• What's important to them?
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14. Other buyer persona criteria
• Geography
• Demographics
• Title/responsibilities
• Industry
• Preferred communications
• Technographics (social media activity)
• Buying cycle
• Alternatives/competition
• Success factors
• MAD-R (Money, Authority, Desire, Response)
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15. 4) Connect content to your goals (and theirs)
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16. Their goals
• Knowledge
• Confidence
• Peace of mind
• Efficiency
• Differentiation
• Competitive advantage
• Growth/ROI
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17. 5) Choose your publishing tools.
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18. 6) Develop your editorial calendar.
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19. The value of abstracts
• Topic: How to handle negative comments about your brand online.
• Categories: Social Media, Brand
• Audience/Buyer Persona: Execs (Executive Eddie) and brand
managers (Brandy Brand Manager) who are nervous about social
networking because of the loss of brand control.
• Goal: Education
• Abstract: This blog post will provide actionable tips for brand
managers on how to react to negative comments online — whether
on review sites, personal blogs, social networks or in response to
company postings.
• Date: TBD
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20. 7) Integrate your search, social & PR strategies.
Source: How to Build Your Inbound Marketing GamePlan
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21. 8) Establish your budgets (time & money).
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22. 9) Launch, measure & evolve.
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23. The Model Professional
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24. The Platform
• 139,000+ Twitter Followers
• Gadgets, Google & SEO blog with Alexa Rank of 5,200
• Google Webmaster YouTube Channel with 37,000+
subscribers and more than 4 million channel views
• Frequent speaker and media source
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25. The New Model Pro
• Strong personal brand
• Value creation through multi-media content
• Use of social media to reach, influence and engage
• Thought leader and industry expert
• Trusted resource
@PaulRoetzer

26. Closing Thoughts
• Have a plan.
• Understand what makes audiences unique.
• Put their needs and goals ahead of yours.
• Bring value to their lives.
• Listen, learn and engage.
• Build a strong content team.
• Be remarkable and memorable.
• Take chances.
@PaulRoetzer