Creating, using and targeting content to engage with prospects

Or, how to play the game and win

So, who am I, and why should you believe a word I say?

“Content is information and experiences that may provide value for an end-user/audience in specific contexts. Content may be delivered via any medium such as the internet, television, and audio CDs, as well as live events such as conferences and stage

performances. The word is used to identify and quantify various formats and genres of information as manageable value-adding components of media. ”

- Wikipedia. 01.11.2011

“Content is everything”- Andrew Nicholson. 01.11.2011

But there is a lesson here...

“Your content is there to be mastered”

Well crafted Content will get people to your site

But so what?

You need to get the RIGHT people

Quantity + Relevancy = Profit

Challenge 1

Event Booker  Would typically be a lady, 25–45, who enjoys being sociable and going out for nice dinners and shopping. Likely to be based in the city.

Agent Booking agents, Key Accounts Typically female, but quite a broad spectrum of individuals. Likes to be in the know and needs to trust their suppliers. Enjoys the finer things in life and likely to be based in major city

Venue/Event Clients Key/Senior decision makers in terms of catering contracts for venues and events Typically male, 40-60, likes to know what is going on in the industry and to interact with peers of a similar level in business… VIP treatment.

Financial report and case study, with lot’s of references to ROI, break even points and ratios.

Emotive video piece about how the purchase will drive new business and engender customer loyalty

• Make money• Engage audiences• Improve efficiencies

Find some common desire, some widespread unconscious fear or anxiety: think out some way to relate this wish or fear to the product you have to sell: then build a bridge of verbal or pictorial symbols over which your customer may pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true

Aldous Huxley – Brave New World revisited. 1958.

The most honest description you’ll ever hear about marketing

“

”

So what does this mean?

“Kola bean flavoured soft drink” is marketed as…

• Togetherness

• Youth culture

• Peer acceptance

• Popularity

“Really quite fast two seater German sports car” is marketed as…

• Standing out from the crowd

• Success

• Sexually attractive to women (Maybe?)

So

doesn’t ‘get’ marketing hyperbole

And your

don’t ‘get’ corporate speak

So create content that talks about…

“Banqueting” say “Dining”

“Integrated service provider solution” say “Help desk”

“Mission-Critical, Back-End Data Centre” say “server”

Time to ‘get real’

Our challenge

Create a website than introduces the passionate, creative people behind our brand. Artisans who care about creating great food sustainably.

Do not use terms like “public caterers”, “contract caterer” or “stadium caterers” etc.

Except...

The people searching for our services were all searching for“public caterers”, “contract caterer” or “stadium caterers” etc.

Oh dear!

Casestudy

Our solution

• Tags

• Catagories

• Use of highly specific meta titles

• Canonical page titles

• Tactical approach to content. Who do we want to acquire?

Let’s get them!

In summary...

Target your content to• the right people

• in the right language• using the right medium

And you won’t go far wrong. Thank you

about.me/WebConsultancy