April 9-10, Breckenridge, Colorado

AIDA

Not just a Verdi opera anymore!

With SEO, you generated Awareness, but how do you get Interest, Desire and Action?

CreateKnow Me, Like Me, Trust Me, Pay Me!

*Joel Comm

$50M Ad Budget – what was effective?

CM – Permission Marketing –Relationship Marketing It’s all AIDA Marketing!

SEO & Website Creation & Social Media & YOU-tility provision!

LEAD GEN and LIFETIME VALUE

• stomized for your particular and unique audience.

Examples of Content Marketing Tactics

Articles AdvertorialsBlogs Case StudiesChecklists Collective InsightsDatabaseE BooksE NewslettersE Blasts Events — Virtual or Live FAQsGuides Guest BlogsInfographicsMagazines —Digital

MeasurementsMemes MicrositesMobile AppsNews ReleasesPersonasPhotographsPollsPremiums/GiveawaysPodcastsResearch StudiesSEO Slide PresentationsSocial ContentTestimonials VideosWhite Papers

Your OWN Content Marketing Checklist

Content Cascades

Repurpose what you just created: • Make a video version

• Make a podcast of it

• Can it be a white paper?

• A special bulletin!

• An infographic?

• An info-animation

• A social media post – or sequential ones?

• A press release?

• Pitch the article to industry bloggers or

pubs?

The Process of Content Marketing

Goal

Strategy

Keyword Research

Targets and Personas

Positioning

Plan

Bend

Cascade

Your Website

Analyze

get fresh takes and come up with new angles (dog bites man vs. man bites dog)

it’s your watering hole and it is your brand consistency

Analyze

Establish your KPIs

and Monitor Monthly

Track your:

• Website and Blog

• Rankings Reports

• Google Analytics

(set up GOALS)

• Social Media

• Facebook Insights

• Twitter, LinkedIn, YouTube,

Instagram – all provide metrics

• Email

• Constant Contact or MailChimp or

Act.On

Content Problems Today

1. Most content isn't relevant enough to matter

and

2. Most content isn't sufficiently promoted

* Jay Baer – my hero!

According to IDC

Content Marketing Tactics On A Timeline

Awareness Interest Desire Action

SEO Articles Case Studies Website

News Releases Advertorials E Blasts Contact Forms

Hash Tags Blogs FAQs Quick Contact Forms

SlideShare Checklists Microsites Discounts and Specials

Social Platforms Set Up /Findable

Collective Insights Social Content – retweets and shares

CTA (calls to action) everywhere

YouTube Curation Get Personal/customization Online chat

E BooksE Newsletters

Events Guides

Guest BlogsInfographics

Magazines – digital Memes

Microsites Mobile Apps

Polls PremiumsPodcasts

Social Posts Slide Presentations

Videos White Papers

TESTIMONIALS – inc video and live

Reviews and ratings and comparison charts

All platforms and website are consistent and hang together –

nothing out of date or misspelled

Always providing utility

Trust signals on your site

Guarantee/money back

• Keyword Research

• Industry Publications

• Hot Topics in the News (micro/macro)

• Biz Bash - it’s even sorted by city!

• Google Alerts – you and your competitors too

• How about your prospects?

• Google Auto Suggests at top and bottom of SERPs (Search Engine Results Page)

• Uber Suggest

• AllTop

• SlideShare

• StumbleUpon

• FAQs and SEARCHES on your own site

• Customer Service Reps and Telesales

• Social Media Listening

• Job Descriptions for your Target Types

Where to Get Your Content Ideas?• Do something different than your competitors

Best Practice: My Physical Therapist!

Best Practice: AVFX Houston

Best Practice: AirBnB

Best Practice: Petplan Pet Insurance

Best Practice: Charmin!

Content Marketing Dumbed Down

Define Targets

What Do They Want?

Give It To Them!

(And Stop Advertising)