Content Marketing: Investing Wisely In A Strategic Content Marketing Plan - SMSS San Francisco 2015 - Cindy Bloom

ForwardProgress.NET facebook.com/ForwardProgresscoachme@ForwardProgress.NET @FwdProgressInc
#SocialJack #SocialSelling #LinkedIn
@CindyCasasBloom @DeanDeLisle
@GetSocialJack

Cindy Bloom
• Certified Trainer and Coaching Marketing Professional
at Forward Progress
• Trained and Coached 1000’s of individuals on various
aspects of Social Media and Social Selling
• I have a Bachelors Degree in Education from The
University Of Illinois
• I am fortunate to be able to combine my passion for
social selling with my teaching background so I can be
here with you today!

Accelerated Learning
• Less Time – Learn More
• Paired Share – Timed
• Raise Hand – Bring It Back

The Law of Familiarity determines that the more we
spend time with and get to know anything, and the more
something becomes just a normal part of life – the less
we are excited about it or the less we give it the
attention it deserves. We see this happen in all aspects of
life – relationships, work, hobbies, exercise, initiatives
and learning. Sometimes things just become… boring and
our mind shuts down!

Commit to Your Success

• What is it?
• Why is it important?
• What’s the strategy?
Content Marketing

Content Marketing is the
science and art of reaching your
audience and pulling it toward
your business with the use of
Content
What is Content Marketing?

• Blogs
• Articles
• Training Materials
• Video/Audio
• Photography
• Presentations
What Type of Content

Why is Content Marketing Important?
There are qualified prospects looking for
your product or service right now and
Search Engines like Google use properly
placed content to place you in front of
their search request.

• Create and promote
useful, relevant
information
• Attract and engage with
website visitors
• Convert those visitors into
customers/clients
Graphic: Andy Crestodina - Orbit Media Studios, Chicago
What is the Strategy for Content Marketing?

• Your services and value proposition
• Your main goals
• Target markets
• Where you want to be found online
Plan

• What products/services do you provide?
• How do you compare to competition?
• How can you help others?
P1-1,2
Value

• Marketing
• Leads
• Traffic
• Registrations
• Friends
• Connections
• Comments
• Sales
• Dials
• Clicks
• Connections
• Proposals
• Closes
P2-3
Goals (Outcome)

• Landing Page
• Website
• Registration
• Phone
• Webinar/Event
• Location
• What is yours?
Chose Your “New Business” Destination

• Who is your target client/partner?
• What do they look like?
• Where are they?
• What Industry are they in?
• What size Company do they work for?
• Who do they know?
Identify Your Target

Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey your targets!
P3-9

• Google Adwords
• Google Trends
• Uber Suggest
• Word Tracker
• Soovle
• Twitter (hashtag search!)
P3-9
Keyword Tools – Our Favorites

Keywords – Law of Attraction & Retention!
• What is your value?
• What makes you different?
• How would your ideal target find
you?
• What would they “Google” to find
you?
• Survey them!
1. Brand
2. Product
3. Competitor
P3-9

• Getting your destination visitors (prospects) to
take action that will move your business
toward reaching its goal
• What you’ll gain
• Prospects/Customers
• Subscribers
• Social Media Fans/Followers/+1s
• Product Reviewers
• Members
• Promotion Entrants
Conversion

Prospects and Customers

Newsletter Subscribers

Event Registrants

Social Media Connections

Periodic Table of Content
How to Turn Articles into Particles
Graphic: Andy Crestodina - Orbit Media Studios, Chicago
• Elements at the top are and have a
short "half-life”
• Elements at the bottom are larger
and last longer
• Elements on the left appear
everywhere in the web-sphere
• Elements on the right appear
only on your website
Periodic Table of Content

• Identify what levels of conversion are there
using from the previous slides
• Also list who is responsible for the conversion
• Understand their roles and their goals
Conversion Worksheet

Inventory of Partners

• Interactive
• People Respond
• Building Trust
• Building Community
• Viral Activity
• Sharing
Why Use Online Partners?

How Many Contacts Do You Have
That You Cannot See?• That know YOU?
• That trust YOU?
• That have done business with YOU?
• That would recommend YOU?
Extended Reach to
More Targets

Your Network

Who are your Social Trusted Agents?
Your Team!
• Clients
• Vendors
• Partners
• Friends
• OrganizationsP2-7

Facebook

Twitter

YouTube

• A blog can be an incredible tool for
sharing information and expertise.
• A blog can be used to directly
promote products, services and
events.
• A blog can assist in promoting
company vision and developments.
• A blog can foster customer loyalty,
build relationships with clients and
customers.
Blog

Webinar

Podcast Audio

• Automated vs. Manual
• Destination
• Platform
• Single vs. Routed
• Source Tracking
• Interface
• CRM, Email System, Inbox
• Routing
P4-12,13,14
Email Data - Inbound

• Automated vs. Manual
• Destination
• Complete community
• Segments
• Source
• Interface
• CRM, Email System, Inbox
• Frequency
P4-12,13,14
Email Data - Outbound

Integrate Your Content

• Remember
• Value
• Target
• Keywords
• Platforms
P5-15
Building a Content Map

• Remember
• Value
• Target
• Keywords
• Platforms
Building a Content Map

• Radian 6
• Google
• Hoosuite
• Sprout Social
• Word Press
• Social Networks
Measure

* http://social-media-monitoring-review.toptenreviews.com/
Community Measuring Tools

• Getting your destination visitors (prospects) to
take action that will move your business
toward reaching its goal
• What you will gain
• Prospects/Customers
• Subscribers
• Social Media Fans/Followers/+1s
• Product Reviewers
• Members
• Promotion Entrants
Results

Launch
• Begin generating valuable content
• Interact and engage with customers and
prospects
• Build relationships
• Consistently Measure (Test, Test, Test)
• Connections
• Engagement
• Outcome/Sales

Assignment
• Assemble/Align Your Team
• Create a Content Marketing Plan
• Gather Your Content
• Share Your Content
• Engage with Your Audience

Thank You!Thank You!

Connect WITH us!
Cindy@forwardprogress.net
TWITTER: Twitter.com/FwdProgressInc
FACEBOOK: Facebook.com/Cindy.Bloom.98
BUSINESS PAGE: Facebook.com/ForwardProgress
LINKEDIN: LinkedIn.com/in/DeanDeLisle
www.ForwardProgress.NET

Content Marketing: Investing Wisely In A Strategic Content Marketing Plan - SMSS San Francisco 2015 - Cindy Bloom

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Content Marketing: Investing Wisely In A Strategic Content Marketing Plan - SMSS San Francisco 2015 - Cindy Bloom