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Breaking through the noise to reach your audience
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CONTENT MARKETING STRATEGY
July 14, 2014 | 10am PDTtextbroker.com
PAGE 1 Jennifer Beaupre / Content Marketing Strategy
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VP of Global MarketingJennifer Beaupre
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AGENDA The latest trends in content marketing How to break through the noise and let your message be heard Why your content should match buyer personas What content resonates with potential customers How to expand the reach of your content beyond your own network
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INTRODUCTION
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LATEST TRENDS IN CONTENT MARKETING
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CONTENT MARKETING TRENDSWhat’s happening in 2014?
92% of marketers are using content marketing 58% of B2B & 60% of B2C marketers plan to boost budget Content-specific jobs are being created Internet sales are moving heavily towards mobile Smart SEO strategies mean no more gaming the system The competition for content quality has intensified
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CONTENT MARKETING TRENDSWhat does this mean for brands?
Think like a journalist and stay on top of trends Responsive mobile website is a must have Content must stand out. Links will be earned Highly targeted content is expected from web users Brands must be storytellers and answer “why”?
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MATCHING CONTENT TO BUYER PERSONAS
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WHY PERSONALIZED CONTENT?
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Because the web is personalized to you
Ads personalized to your history Social media personalized to your likes and interest Content personalized to your needs
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CONTENT FUNNEL
Education – Brand Awareness
Qualification – Case Studies
Purchase – Product Info
80%
15%
5%
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WHAT CONTENT RESONATES WITH MY
CUSTOMERS?
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Research & TestingBACK TO BASICS
Research keyword trends for your industry Which blog posts have the most views and shares? Popular topics at industry conferences Social signals: what types of content are shared in your network? Analytics: what content types are yielding the most clicks, impressions, views, and conversions?
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Becoming the go-to resourceNEW & SUBSTANTIAL
Stand out from the crowd by being the go-to resource Build trust by staying up to date with industry news Deep dives: put time and effort into your content Be a storyteller Test to see which content your audience likes best Realize that you are the expert of your business
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How does everything fit together?THE CONTENT PUZZLE
Create content on the same subject in various forms Link pieces of content together Repurpose content Consistent content across all platforms
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EXPANDING YOUR CONTENT’S REACH
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CONTENT SEEDING Spread your content across multiple networks Influencer targeting Groups & forums Journalists Recommendation + shares = viral content
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EMAIL MARKETING Content is great fodder for newsletters Buyer persona-based content fits into lead nurturing Collateral for sales people – conversation starter
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CONTENT MARKETING WITH TEXTBROKER
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HIGH QUALITY CONTENTWhat Textbroker can do for you...
Unique content relating to your targeted keywords Headlines, structure, and links boost SEO Enduring content to build your keyword backing Part of overall content marketing strategy
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TEXTBROKER CLIENTS Request text-based content geared toward keywords Give authors suggestions and topics for articles Follow proven keyword formula Fresh, well written content Database of thousands of authors
Above all, improve search engine rank for your keywords!
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TEXTBROKER AUTHORS Writers are paid and graded by writing quality & client feedback Writing resources available for improvement Easy to follow client proposals Focus on topics you want to write about Write when you want, as much as you want
Help clients improve their keyword rankings!
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NEXT STEPS Apply buyer personas to your content strategy Measure what’s working and what’s not Find out what your customers want to know Break through the noise
Think like a journalist. Get the results of a marketer
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Thank you!http://www2.textbroker.com/home
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QUESTIONS?
Jennifer BeaupreVP of Global Marketing
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