1. The Power of Content Marketing
What is content? And how can you use it to attract customers?
sarah@sarahmarie.com.au @smc_sarahmarie

2. Content is at the heart of how we attract and retain our customers
“Your customers don’t care about you, your products, your
services…they care about themselves, their wants and their
needs. Content marketing is about creating interesting
information your customers are passionate about so they
actually pay attention to you.” Joe Pulizzi, CMI
So what is content?
• Social media
• Blogs and articles
• Newsletters
• Videos
• Podcasts
• Events
• Websites
• Ebooks
• White papers
• Images
• Presentations
• Webinars

3. • 96% of Australian marketers use content marketing*.
• Google now ranks websites based on the quality and
relevance of their content.
• Social media requires a constant need for content
creation and curation.
• It is a two-way conversation that builds
trust, credibility and a strong brand voice.
• It costs less, is easier to measure and can be often be
adjusted quickly and cost-effectively to increase ROI.
Why is it more important than traditional marketing?
*Source: Content Marketing Institute

4. TIP
• What are your business goals?
• What is your USP?
• What gaps are there in your industry?
• Who will produce the content?
• What is your budget for this activity?
“Your content marketing plan can be as simple as a
mission statement or as complex as an editorial
calendar.”
Planning:
Source: http://www.youtube.com/watch?v=LerdMmWjU_E

5. TIP “Use your website analytics to find out who your
visitors are and where they come from.”
• Is your content targeted and useful?
• What are your audience’s biggest fears and
concerns?
• What are their needs and interests?
• Use surveys, social and events to dig deeper.
• Study your competitors, their research and case
studies.
Audience:

6. TIP
• What is your one brand promise?
• Is it based on your values? Personality? Heritage?
• Brand stories must be authentic and human.
• Use images, video, words, design and sound to bring
your stories to life.
• Let your audience help tell your story.
“Remember, sharing your story isn’t about selling. It’s
about building a loyal and engaged audience.”
Stories:

7. TIP
• What channels are your ideal customers using?
• Share content across all channels, but tailor your message.
• The big four: Facebook, LinkedIn, Twitter and YouTube.
• What’s the call to action?
• Timing is everything.
Channels:
“Act as though you own a magazine and every piece
of content you produce is a story.”

8. TIP
• Content marketing is not a push, it’s a conversation.
• Any brand can build an engaged audience.
• Are you asking the right questions?
• Make sure your conversations are authentic and stay
true to the brand.
• Ideas start conversations.
“Help your audience engage with one another, so
they become one of your channels.”
Engagement:

9. www.sarahmarie.com.au
sarah@sarahmarie.com.au @smc_sarahmarie