using content to win higher value customers
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Content-Powered Business Growth
Richard Hussey
@RichardHussey1
How Do People Find You On-Line?
This is how it used to look
What if it looked like this?
http://www.flickr.com/photos/ethanhein/
Some Big Questions
• Why content has always been important• Why it will matter even more in future• How content creates value• What does good content look like?• How to create a Content Marketing plan
@RichardHussey1
CONTENT HAS ALWAYS MATTERED
• Can THE RIGHT PEOPLE find your site?
• What do they find when they get there?
• Mediocre content DESCRIBES
• Good content ENGAGES, PERSUADES and BUILDS RELATIONSIPS
@RichardHussey1
CONTENT MATTERS MORE THAN EVER
@RichardHussey1
“WE EAT SITES WITH POOR CONTENT”
GOOGLE MEASURES AUTHORITY
• Engagement not hits• Duration and page
views• Sharing• EARNED back-links• Social signals• Focus on the message
and build credibility@RichardHussey1
BUYER BEHAVIOUR
• B2B and B2C customers research what they buy and who they buy from on-line
• People prefer helpful content to advertising
• Your on-line reputation is critical
• We are ALL on-line businesses
@RichardHussey1
CONTENT AND VALUE
• Content creates traffic…
• AND so much more• Become a content publisher to generate
HIGH VALUE LEADS• Blogging, slideshare, video, infographics…
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WHAT IS GOOD CONTENT?
ANYTHING THAT ACHIEVES THE RESULT YOU WANTED…
Will Your Content be READ?
• RELEVANT
• ENGAGING
• ACCESSIBLE
• DISTINCTIVE
@RichardHussey1
A BIT ABOUT HEADLINES
• ‘When you’ve written your headline you’ve spent 80 cents of your dollar’, David Ogilvy
• This content is for YOU• You will DISCOVER something of value• It will be a PRODUCTIVE use of your
time
THE CONTENT VALUE PYRAMID
Awareness raising, content curation, understanding.
Unique viewpoint, challenges thinking, makes people look at business issues more deeply
Fundamental changes to how you think about your customers and strategy
@RichardHussey1
VALUE AND AUTHORITY
ENGAGEMENT LOYALTYAUTHORITY TRUST
HIGH VALUE LEADS
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CONTENT PLAN
1. Fix your website content– Write for your customers– Structure– Navigation– SEO– Calls to action– Use the power of
emotions
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WHAT BUSINESS DO YOU WANT TO GROW?
@RichardHussey1
Focus your marketing on products and services with a profitable future
WHAT TO PUBLISH?
• Know the customers you want to have
• What do they REALLY care about?
• Motivations and barriers to purchase
• How do they prefer to access and consume content?
• What keeps them awake?
@RichardHussey1
YOU ALSO NEED
• Strong and consistent messages – what does your business believe in and stand for?
• Clearly assigned responsibilities for content creation and dissemination
• Objectives and targets• TIME – be realistic• The right sort of help
@RichardHussey1
SOME TOOLS
• Keyword tools (Adwords, Wordtracker…)• WordPress.org• Google Analytics• Bitly• Hubspot: http://marketing.grader.com• Email software (eg MailChimp)
@RichardHussey1
YOUR CONTENT PLAN
• 3-6 month rolling schedule• Topics and formats (blog, video etc)• Target Keywords• Links to other marketing and business
development activity• Use content across platforms: social,
email etc• Review points
@RichardHussey1
NOW DO IT!
• Improve search ranking and web traffic• Grow your marketing network• Build trust and reputation
• High-quality, high-value, sales-ready leads
@RichardHussey1
LET’S KEEP IN TOUCH
@RichardHussey1
RSHCopywriting
RSH CopyWriting and Richard Hussey
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