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Content Marketing

              Jamshaid	
  (Jam)	
  Hashmi	
  
              jhashmi@clicktecs.com	
  	
  


                 @jamshaidhashmi	
  
Digitization

The
transformation
of data from
offline (physical)
to online (digital)
Did	
  you	
  know…?	
  



                             	
  
Sales	
  metrics	
  are	
  changing	
  to	
  reflect	
  
    changes	
  in	
  buyer	
  behaviour	
  	
  
                           	
  
The	
  power	
  of	
  3	
  
Lets	
  discuss	
  these	
  3	
  
common	
  markeBng	
  
 tacBcs	
  in	
  greater	
  
           detail	
  
Content Marketing: Old and New

	
  
Official	
  Defini:on:	
  	
  
                                            	
  
                           “Content	
  MarkeBng	
  is	
  the	
  art	
  	
  
      of	
  understanding	
  exactly	
  what	
  your	
  prospects	
  and	
  
  customers	
  need	
  to	
  know.	
  	
  Then	
  delivering	
  that	
  content	
  
  to	
  them	
  in	
  a	
  relevant	
  and	
  compelling	
  way	
  to	
  grow	
  your	
  
                                        business”	
  
                                                	
  
                        	
   	
  -­‐-­‐The	
  Content	
  Marke.ng	
  Ins.tute	
  
SEO-­‐-­‐Perfectly	
  Op.mized	
  Page	
  	
  
What	
  is	
  Social	
  Media?	
  


     	
  media	
  is	
  basically	
  a	
  
social

  conversa:on	
  
                  Did	
  you    	
       You	
  won’t   	
  
         Hi!
           	
                                                  What’s	
  up?	
  
                   hear?   	
            believe... 	
  
What	
  is	
  Social	
  Media?	
  

•  Using	
  Networks	
  such	
  as:	
  
The	
  power	
  of	
  3	
  
OpBmized	
  Content	
  MarkeBng	
  

New	
  Normal	
  Defini:on:	
  
        “Op:mized	
  Content	
  MarkeBng	
  is	
  the	
  art	
  	
  of	
  
     understanding	
  exactly	
  what	
  your	
  prospect	
  and	
  
 customers	
  need	
  to	
  know	
  and	
  deliberately	
  producing	
  
op:mized	
  content	
  based	
  on	
  keywords	
  that	
  are	
  driving	
  
organic	
  search	
  traffic	
  and	
  conversions.	
  	
  Then	
  delivering	
  
  that	
  op:mized	
  content	
  in	
  a	
  relevant	
  and	
  compelling	
  
 way	
  to	
  grow	
  your	
  business	
  by	
  socializing	
  the	
  content	
  
     through	
  your	
  organiza:on’s	
  social	
  networks.”	
  
                           	
  	
   	
  -­‐-­‐Krista	
  LaRiviere,	
  gShiV	
  Labs	
  
Focus on Engagement vs Lead count.




     Implication: Businesses are moving away
                  from “how do I generate more
                     leads” to “how do I engage
                               qualified buyers.”
Where	
  to	
  begin?	
  

Start	
  with	
  ques:ons	
  about	
  Audience	
  
•      Who	
  is	
  the	
  customer?	
  What	
  do	
  they	
  care	
  about?	
  	
  
•      Where	
  do	
  they	
  discover	
  content?	
  	
  
•      What	
  formats	
  do	
  they	
  prefer?	
  	
  
•      What	
  moBvates	
  them	
  to	
  act?	
  	
  
•      What	
  stories	
  will	
  we	
  tell	
  to	
  align	
  brand	
  &	
  customer	
  
       goals?	
  	
  
	
  
 Next…	
  

•	
  Keywords:	
  Broad	
  &	
  Category	
  (even	
  mobile	
  keywords)	
  
	
  
•	
  Content:	
  Resource	
  Center,	
  Blogs,	
  Social	
  Content,	
  Media	
  
	
  
•	
  Op:mize:	
  Corp	
  Site,	
  ArBcles,	
  Blogs,	
  Digital	
  Assets,	
  Videos	
  
	
  
•	
  Socialize:	
  FB,	
  LinkedIn,	
  G+,	
  Slideshare,	
  Twiber,	
  YouTube	
  
	
  
•	
  Integra:on:	
  MarkeBng	
  &	
  PR	
  
	
  
•	
  Measure:	
  Non-­‐Brand	
  Keyword,	
  Traffic,	
  Social	
  KPIs,	
  Leads,	
  
Conversions	
  
Hub	
  =	
  Blog	
  =	
  Website	
  
               	
  
SEO	
  &	
  Social	
  Media	
  Together	
  

•  Just	
  adding	
  pages	
  and	
  pages	
  of	
  content	
  as	
  an	
  SEO	
  
   strategy	
  doesn’t	
  cut	
  it	
  anymore	
  
                                                                        And	
  I’m	
  Social	
  Media.
                                                                                                     	
  
•  Social	
  Media	
  is	
  the	
  new	
  way	
  	
  
   to	
  take	
  your	
  SEO	
  strategy	
  to	
  	
   Hello.	
  	
  I’m	
  SEO.	
  
   the	
  next	
  level	
  
•  Social	
  Media	
  increases	
  the	
  	
  
   number	
  of	
  high	
  quality	
  links	
  	
  
   and	
  targeted	
  traffic	
  
Changes	
  &	
  Updates	
  
Remember	
  the	
  old	
  adage..	
  

                    	
  
                    	
  
Slow	
  and	
  Steady	
  Wins	
  the	
  Race!	
  
                    	
  
 ‘If	
  you	
  slowly	
  and	
  consistently	
  implement	
  this	
  
                  strategy,	
  you	
  will	
  be	
  ok…’	
  
Remember	
  the	
  old	
  adage..	
  

                    	
  
                    	
  
Slow	
  and	
  Steady	
  Wins	
  the	
  Race!	
  
                    	
  
 ‘If	
  you	
  slowly	
  and	
  consistently	
  implement	
  this	
  
                  strategy,	
  you	
  will	
  be	
  ok…’	
  
In	
  the	
  new	
  normal…	
  




Fast	
  and	
  Consistent	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  always	
  beats	
  slow	
  and	
  steady!	
  
QuesBons?	
  
Jamshaid	
  (Jam)	
  Hashmi	
  
1888	
  678	
  7588	
  x	
  1278	
  Toll	
  Free	
  
jhashmi@clicktecs.com	
  
	
  
Connect	
  with	
  me	
  on	
  Linkedin	
  
hbp://ca.linkedin.com/in/jamshaidhashmi	
  	
  

Follow	
  me	
  on	
  Facebook:	
  
www.facebook.com/jamshaidhashmi	
  	
  

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Content Marketing Strategy | What is Content Marketing | Content Marketing Plan

  • 1. Content Marketing Jamshaid  (Jam)  Hashmi   jhashmi@clicktecs.com     @jamshaidhashmi  
  • 3. Did  you  know…?     Sales  metrics  are  changing  to  reflect   changes  in  buyer  behaviour      
  • 5. Lets  discuss  these  3   common  markeBng   tacBcs  in  greater   detail  
  • 6. Content Marketing: Old and New   Official  Defini:on:       “Content  MarkeBng  is  the  art     of  understanding  exactly  what  your  prospects  and   customers  need  to  know.    Then  delivering  that  content   to  them  in  a  relevant  and  compelling  way  to  grow  your   business”        -­‐-­‐The  Content  Marke.ng  Ins.tute  
  • 8. What  is  Social  Media?    media  is  basically  a   social conversa:on   Did  you   You  won’t   Hi!   What’s  up?   hear?   believe...  
  • 9. What  is  Social  Media?   •  Using  Networks  such  as:  
  • 11. OpBmized  Content  MarkeBng   New  Normal  Defini:on:   “Op:mized  Content  MarkeBng  is  the  art    of   understanding  exactly  what  your  prospect  and   customers  need  to  know  and  deliberately  producing   op:mized  content  based  on  keywords  that  are  driving   organic  search  traffic  and  conversions.    Then  delivering   that  op:mized  content  in  a  relevant  and  compelling   way  to  grow  your  business  by  socializing  the  content   through  your  organiza:on’s  social  networks.”        -­‐-­‐Krista  LaRiviere,  gShiV  Labs  
  • 12. Focus on Engagement vs Lead count. Implication: Businesses are moving away from “how do I generate more leads” to “how do I engage qualified buyers.”
  • 13. Where  to  begin?   Start  with  ques:ons  about  Audience   •  Who  is  the  customer?  What  do  they  care  about?     •  Where  do  they  discover  content?     •  What  formats  do  they  prefer?     •  What  moBvates  them  to  act?     •  What  stories  will  we  tell  to  align  brand  &  customer   goals?      
  • 14.  Next…   •  Keywords:  Broad  &  Category  (even  mobile  keywords)     •  Content:  Resource  Center,  Blogs,  Social  Content,  Media     •  Op:mize:  Corp  Site,  ArBcles,  Blogs,  Digital  Assets,  Videos     •  Socialize:  FB,  LinkedIn,  G+,  Slideshare,  Twiber,  YouTube     •  Integra:on:  MarkeBng  &  PR     •  Measure:  Non-­‐Brand  Keyword,  Traffic,  Social  KPIs,  Leads,   Conversions  
  • 15. Hub  =  Blog  =  Website    
  • 16. SEO  &  Social  Media  Together   •  Just  adding  pages  and  pages  of  content  as  an  SEO   strategy  doesn’t  cut  it  anymore   And  I’m  Social  Media.   •  Social  Media  is  the  new  way     to  take  your  SEO  strategy  to     Hello.    I’m  SEO.   the  next  level   •  Social  Media  increases  the     number  of  high  quality  links     and  targeted  traffic  
  • 18. Remember  the  old  adage..       Slow  and  Steady  Wins  the  Race!     ‘If  you  slowly  and  consistently  implement  this   strategy,  you  will  be  ok…’  
  • 19. Remember  the  old  adage..       Slow  and  Steady  Wins  the  Race!     ‘If  you  slowly  and  consistently  implement  this   strategy,  you  will  be  ok…’  
  • 20. In  the  new  normal…   Fast  and  Consistent                                      always  beats  slow  and  steady!  
  • 21. QuesBons?   Jamshaid  (Jam)  Hashmi   1888  678  7588  x  1278  Toll  Free   jhashmi@clicktecs.com     Connect  with  me  on  Linkedin   hbp://ca.linkedin.com/in/jamshaidhashmi     Follow  me  on  Facebook:   www.facebook.com/jamshaidhashmi