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Content Is King - Turn Your Audience Into Customers Chris Field Twitter.com/ChrisField Presented by: Aspen Chamber Resort Association and ASquared Search and Social Greg Fitzsimmons Twitter.com/GFitzsimmons Alana Appleby Twitter.com/Alanappleby 970-925-6037 www.ASquaredAspen.com 132 W. Main St., Suite E, Aspen, CO 81611

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Page 1: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Content Is King - Turn Your Audience Into Customers

Chris Field Twitter.com/ChrisField

Presented by: Aspen Chamber Resort Association

and ASquared Search and Social

Greg Fitzsimmons Twitter.com/GFitzsimmons

Alana Appleby Twitter.com/Alanappleby

970-925-6037 www.ASquaredAspen.com 132 W. Main St., Suite E, Aspen, CO 81611

Page 2: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Content Marketing: (Noun) Content Marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action.

Page 3: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Content Marketing Isn’t New

Page 4: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Brands Telling Stories to Attract and Retain Customers

Page 5: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Brands Telling Stories to Attract and Retain Customers

1895

1900

1904 1951

Page 6: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Number of Searches per month on Google.com

Explosion of Content Marketing

Page 7: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Content is Alive

Page 8: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Don’t Panic!

Page 9: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

4 Steps to Content Marketing

Who?

Why? What?

How?

Page 10: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Why: Start With Why!

Page 11: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

 “If  you  wish  to  persuade  me,  you  must  think  my  thoughts,  feel  my  feelings  and  speak  my  words.”—Cicero  

Who?

Page 12: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Who?

Page 13: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Identify Personas

Page 14: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Who?

Personas: Not a demographic, it is an actual person

Page 15: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Who?

Avoiding Personas will lead to content marketing failure

Page 16: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

What?

Page 17: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

What? Will it Blend? Ski Carrying Techniques…

Page 18: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Don’t be this guy, o

or this guy…

What?

Page 19: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

What?

Be This Guy!

Page 20: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

What?

Page 21: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

How? Publish & Promote Where will people be looking for this content?

Page 22: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

How? Content and Context

Page 23: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

How? Create & Curate

Page 24: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

How?

Monitor, Listen, Converse, Engage

Page 25: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

How? Repurpose Content

Page 26: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Content Marketing: (Noun) Content Marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action.

Page 27: Content Is King - Turn Your Audience Into Customers...Brands Telling Stories to Attract and Retain Customers . Brands Telling Stories to Attract and Retain Customers ... Publish &

Content Is King - Turn Your Audience Into Customers

Chris Field Twitter.com/ChrisField

If you have any questions, feel free to give us a call!

Thanks! ASquared Search and Social

970-925-6037

Greg Fitzsimmons Twitter.com/GFitzsimmons

Alana Appleby Twitter.com/Alanappleby

970-925-6037 www.ASquaredAspen.com 132 W. Main St., Suite E, Aspen, CO 81611


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