using content to win higher value customers

Content-Powered Business Growth

Richard Hussey

@RichardHussey1

How Do People Find You On-Line?

This is how it used to look

What if it looked like this?

http://www.flickr.com/photos/ethanhein/

Some Big Questions

• Why content has always been important• Why it will matter even more in future• How content creates value• What does good content look like?• How to create a Content Marketing plan

@RichardHussey1

CONTENT HAS ALWAYS MATTERED

• Can THE RIGHT PEOPLE find your site?

• What do they find when they get there?

• Mediocre content DESCRIBES

• Good content ENGAGES, PERSUADES and BUILDS RELATIONSIPS

@RichardHussey1

CONTENT MATTERS MORE THAN EVER

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“WE EAT SITES WITH POOR CONTENT”

GOOGLE MEASURES AUTHORITY

• Engagement not hits• Duration and page

views• Sharing• EARNED back-links• Social signals• Focus on the message

and build credibility@RichardHussey1

BUYER BEHAVIOUR

• B2B and B2C customers research what they buy and who they buy from on-line

• People prefer helpful content to advertising

• Your on-line reputation is critical

• We are ALL on-line businesses

@RichardHussey1

CONTENT AND VALUE

• Content creates traffic…

• AND so much more• Become a content publisher to generate

HIGH VALUE LEADS• Blogging, slideshare, video, infographics…

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WHAT IS GOOD CONTENT?

ANYTHING THAT ACHIEVES THE RESULT YOU WANTED…

Will Your Content be READ?

• RELEVANT

• ENGAGING

• ACCESSIBLE

• DISTINCTIVE

@RichardHussey1

A BIT ABOUT HEADLINES

• ‘When you’ve written your headline you’ve spent 80 cents of your dollar’, David Ogilvy

• This content is for YOU• You will DISCOVER something of value• It will be a PRODUCTIVE use of your

time

THE CONTENT VALUE PYRAMID

Awareness raising, content curation, understanding.

Unique viewpoint, challenges thinking, makes people look at business issues more deeply

Fundamental changes to how you think about your customers and strategy

@RichardHussey1

VALUE AND AUTHORITY

ENGAGEMENT LOYALTYAUTHORITY TRUST

HIGH VALUE LEADS

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CONTENT PLAN

1. Fix your website content– Write for your customers– Structure– Navigation– SEO– Calls to action– Use the power of

emotions

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WHAT BUSINESS DO YOU WANT TO GROW?

@RichardHussey1

Focus your marketing on products and services with a profitable future

WHAT TO PUBLISH?

• Know the customers you want to have

• What do they REALLY care about?

• Motivations and barriers to purchase

• How do they prefer to access and consume content?

• What keeps them awake?

@RichardHussey1

YOU ALSO NEED

• Strong and consistent messages – what does your business believe in and stand for?

• Clearly assigned responsibilities for content creation and dissemination

• Objectives and targets• TIME – be realistic• The right sort of help

@RichardHussey1

SOME TOOLS

• Keyword tools (Adwords, Wordtracker…)• WordPress.org• Google Analytics• Bitly• Hubspot: http://marketing.grader.com• Email software (eg MailChimp)

@RichardHussey1

YOUR CONTENT PLAN

• 3-6 month rolling schedule• Topics and formats (blog, video etc)• Target Keywords• Links to other marketing and business

development activity• Use content across platforms: social,

email etc• Review points

@RichardHussey1

NOW DO IT!

• Improve search ranking and web traffic• Grow your marketing network• Build trust and reputation

• High-quality, high-value, sales-ready leads

@RichardHussey1

LET’S KEEP IN TOUCH

@RichardHussey1

RSHCopywriting

RSH CopyWriting and Richard Hussey

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