higher logic learning series - how to engage your audience through content marketing (07-23-14)
DESCRIPTION
Content is about more than just white papers, case studies, and what your marketing department creates. Your customers and members are taking information into their own hands to create, curate, and share what they want—they no longer rely on you to get what they need. Now the best content marketers, they use resources such as Twitter, Pinterest, YouTube, personal blogs, and push out influential testimonials on a daily basis. So how can businesses use this content to truly find success in building more traffic, leads, and customers? In this passionate webinar, Marcus Sheridan will cover three essential topics to impact your company if you follow his precepts: 1. What is the essence of successful content marketing? 2. How can you implement a program that gets the results you're looking for? 3. What impact will this have on the company when done right? Educate your customers and prospects with content they are already seeking and creating. From current blogs, photos and infographics, to the oft-forgotten books and presentations, develop a system for creating what people crave. THOUGHT LEADER: Marcus Sheridan, Founder, The Sales Lion Learn more about this interactive webinar series: www.higherlogic.com/resources/learning-series.TRANSCRIPT
How to Engage Your Audience and Get Big
Results with Content Marketing
Marcus Sheridan, www.TheSalesLion.com
“Be honest with me Marcus, were
businesses oversold on all this social media and
content marketing hype?” @TheSalesLio
n
“Marcus, I just can’t get management to see the potential in this. Getting
buy-in has been impossible…”
@TheSalesLion
We’ve been talking about this stuff the
wrong way.
@TheSalesLion
“I really think we should be blogging…”
(said by no one that ever got company buy-in)
@TheSalesLion
“When prospects(members) visit our website, do we help
solve their problems better than anyone else
in the world?” @TheSalesLion
I’d suggest you stop using these words:
• Social Media Marketing
• Content Marketing• Inbound Marketing• Blogging(What are we really talking about?)
•Listening•Communicating
•Teaching•Helping @TheSalesLion
The companies that truly understand these principles
are the ones doing incredible things online…and
off.
@TheSalesLion
Your company/association’s ability to be the
best and most helpful teacher in the world at
what you do…digitally speaking.
What is “Content Marketing”
70%This number is literally affecting every
business in the world
“Great Website”
“I want to find what I’m looking for…and
I want to find it quickly.”
1 More impatient than we’ve ever been.
2 More demanding than we’ve ever been.
3 More loyal than we’ve ever been…
potentially.
The Facts: As Consumers, We Are…
Don’t be the exception to
everything I’m getting ready to
say…embrace the possibilities.
Picking a Restaurant
When I say “buying a used car,” what are the fears and emotions you
experience?
1 Buying a Lemon
2 Paying too much
3 Negotiating
4 Buyer’s remorse
The Top 4 Fears of Buying a Used Car:
It doesn’t matter how Daddy did it.
It doesn’t matter how it has always been done.
What matters comes down to a simple question:
Is there a better way?
The Reality of the Digital Age
Look beyond the
“Rules”
How many questions are there about what you
do?
How many of these questions are currently
answered on your website?
Burying your head in the sand is officially a dumb marketing strategy
They ask.You answer.
Insourcing, Emails, and Community
Web Design that gets results
What is the purpose of your website’s home
page?
To get the visitor to Page 2.
1. A clear headline about the problems you solve.
2. A clear pathway for the visitor
www.TheSalesLion.com
Get the book. It’s free. It’s awesome.
But you already knew that.