3. WHY GREAT CONTENT COUNTS
• Posting unique content is one
of most cost-effective ways to
“get found” online
• Sharing your knowledge starts
customer relationships
• Supplying help/answers “with
no strings attached” makes
your site memorable to your
ideal customers
4. The quality + freshness of your website
content matters because you want to make money.
5. Endless customer choices
when searching for help:
Google,YouTube, Facebook, Bing, big
media sites, Forbes.com, Alltop, blogs,
forums...
8. WEBSITE CONTENT DEFINITIONS
Great content
• Captures visitors’ attention
• Provides accurate answers
• Adds value to visitor’s
search for help
• Is relevant to the “job they
need done”
• Informs + is accurate
• Can be fun
• Engages
9. WEBSITE CONTENT DEFINITIONS
• Content marketing: using different types of valuable,
frequently-updated information to find customers
• Getting your site found by your ideal customers
• Building awareness for your products, services, brand
• Earning credibility + trust by sharing your expertise
• Winning customers by starting relationships
• Inspiring online sharing of your content
11. WEBSITE CONTENT DEFINITIONS
• Content formats: ways visitors can “consume” content on your
site or blog
• Text, pictures, graphs, charts
• Online video, YouTube videos, audio podcasts
• Archived “on demand” webinars
• PowerPoint
12. WEBSITE CONTENT DEFINITIONS
• Outbound marketing: Traditional, old school tactics for
stimulating awareness and finding customers. Interruption
marketing.
• Cold calling, telemarketing
• Print advertising
• Trade shows
• Junk mail, direct mail
• Buying or renting email lists
13. WEBSITE CONTENT DEFINITIONS
• Inbound marketing: Using valuable, original content to attract
your ideal customers to your website and/or blog
• Making your site/blog your online “hub”
• Developing fresh, high-quality content to win customers
• Linking to your content-rich “hub” website or blog from
social media sites
15. STEP 1: WHO ISYOUR IDEAL CUSTOMER?
• Creating great content starts
with a rock-solid profile of
your ideal customer
• Develop a much deeper
understanding than... male,
40-60 years old
• Who do they follow?
• Children, favorite sites/
publications, education,
vacation spots...
16. STEP 2: REFRESHYOUR KEYWORDS
• Research up-to-date industry terms your ideal customers
use
• Ask customers, prospects terms they use to search online
• Track top competitors’ keywords
• Stay on top of current big problems your customers face
17. STEP 3: DEVELOPYOUR “CALLSTO ACTION”
• Exactly what do you want visitors to do on your site/blog in
order for you to win the business?
• Sign-up for e-newsletter
• Fill out a lead form
• Call you
• Take a survey
• Download a piece of content in exchange for joining your
distribution list
18. STEP 4: REINFORCEYOUR CREDIBILITY
• Post customer success
stories using your products,
services
• One-up your competition’s
level of knowledge sharing
• Link to 3rd party sites
where your content is
published
20. CASE STUDY EXAMPLE: TRIMARK INTERNET MARKETING CO.
http://www.trimarksolutions.com/case-studies/social-media-strategy.php
21. STEP 5: FIND CUSTOMER-FRIENDLYTOPICS
• Call, talk to at least 2 customers
every day
• Scan customer emails
• Identify themes being discussed
at customers’ favorite social
media sites
• Think about recent customer
conversations
22. STEP 6: REPURPOSE EXISTING CONTENT
• Inventory all information,
documents
• Refine content with new
introduction
• Break up longer documents
into blog posts, cheat sheets
• Repurpose how-to info,
guides, customer tip sheets
23. STEP 7: OUTLINEYOUR CONTENT PLAN
• Use any outline method that works for you
• Develop a spreadsheet or word processing document
• Track keywords, topics, types of content
• Determine frequency of posting
28. STEP 8: ADD SOCIAL MEDIA SHARING
• Don’t forget email is the
primary sharing channel for
most people
• Use the sharing buttons for
your customers’ preferred
social networks
• People want to share
information that will help
others
29.
30. STEP 9: EXECUTEYOUR CONTENT PLAN
• Recruit guest bloggers,
authors
• Plan your content out at
least 8 weeks
• Write in “chunks”
• Request testimonials, case
studies
• Decide how to do video
31. STEP 10: NEVER STOP TESTING, IMPROVING
YOUR CONTENT
• Obtain customer feedback
on your content
• Track metrics--which
content resonates with your
ideal customers?
• Update your content
• Keep creating content that
works
33. ABOUT ME
• CynthiaTrevino, Small Business Marketing Mentor
• Reducing the learning curve for businesses open to using
social media to find customers.
• Blogging since 2006 at: www.smallcompanybigimage.com
• cytrevino@resonnect.com
