This presentation explains the basics of Content Marketing and was created by Joe Hines, Professor of Marketing. Joe also offers complete Content Marketing support for your SMB. Want to reach out to Joe? Use either option: e: joe@acubedmarketing.com c: 714-872-0561

1. Content Marketing: What Is It?
Presented by Professor Joe Hines
714-872-0561
www.thrivebusinessdirectory.com

2. Your Brand:

3. Consumers have needs.
Business owners have solutions.
Content marketing bridges the gap.
1. Awareness.
2. Trustworthy.
2. Likeability.

4. Marketing Pyramid
This is the traditional
marketing pyramid.
It’s still true today.
These successive steps,
from Awareness to Action
move them from prospect
to
“Clo$ed Cu$tomer”.

5. Old School Advertising.
Old school advertising
offered no opportunity
for a two-way exchange.
and gradually became
ineffective – tuned out.
In essence it was “Let’s
talk about me for a
while!”. Sales by
hypnosis doesn’t work
too well anymore.

6. Content Marketing.
The premise of content
marketing is based on
talking to prospective
people about what’s
interesting to THEM!

7. Old School New School

8. New School

10. What’s Happening Here?
• Specific needs.
• Specific target markets.
• Developing content that
speaks to real people.

11. What is a Buyer Persona
And Why Does it Matter?
Get the
answer to
this
question.
Link to
http://soctk.
com/3JH

12. What Do These Things Have in Common?
Articles Email Newsletters
Images Infographics
Webinars Worksheets
Tutorials Blog Posts
Q&A Series Ebooks
Animated Videos White Papers
Podcasts

13. Topic Delivery
Preventing
Heart
Disease
vlogwebinar
blog images
white paperinfographics

14. Important Points
A/B Testing
Buyer Personas
Your Strengths
Variety
Your Topic
Learning Styles
Media

15. So - Why Do Any of This?
Create Awareness.
Credibility, Expertise.
Emotional connections.
Explain or Teach.
Build Trust.

16. And Most Importantly, “Catch More Fish”!

17. Content SEO Facilitates Direct
Marketing Customer Search Traffic

18. Requirements for Success
• Create content that provides
solutions for specific needs.
• Be consistent in your branding.
• Publish with regularity.
• Have a point-of-view.
• Don’t “sell”.

19. Sales Funnels.
Blog Posts, Social Media Posts,
White Papers, Vblogs, E-
newsletters,
Webinars,
Longer videos, E-books, Case
Studies
Personal Sales Contact
Custom Proposals
Long-term commitment to
Content Marketing.
Survey Monkey.
CRM process via your website.

20. Planning Frontiers
Stage in
Buying Process
Buyer Persona Sales Funnel
Need
Identification
Physical
Demographics
Top of Funnel
Exploration Media Habits Mid-Funnel
Narrowing Social and Cultural Bottom-of-Funnel
Purchase Learning
Preferences
Post-Purchase