1) This document provides a practical guide to leveraging expertise through online content marketing to build trust and gain business. 2) Content marketing involves creating and distributing valuable online content to attract and engage an audience in order to drive profitable customer actions. It is focused on answering real customer questions to build trust and preference. 3) Measuring metrics like cost, views, click-through rates and conversions can help evaluate content effectiveness and identify actions to improve results. Distributing content on multiple platforms and curating existing external content can also help expand reach.

1. online content marketing.
a practical guide to leveraging your
expertise and getting more business.
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2. vision: develop trust and serve your future customers
If people trust you, they will prefer you
Trust is gained through knowledge and reliability
Knowledge can be captured in high quality content
content
Content can be created to last long and
Content
be distributed online at low cost.
online
Which is great news, because your future customers are
online - searching for answers to practical questions!
online
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3. content marketing: what is it?
“To me, a brand is trust”
Steve Jobs
defining content marketing*
“
knowledge and
creating and distributing relevant skills are acquired knowledge
through experience
and valuable content to attract,
acquire, and engage a clearly
defined target audience - with
the objective of driving profitable
”
customer action. trust trust is based on
knowledge
when people trust
you, they will prefer
your business to the
preference
next
* source: Joe Pulizzi 3

4. content marketing is about answering real questions
business
question answer
lead
description customer question or content created by
the stepping stone to
problem drives online user marketer provides the
conversion is created
behavior solution
example “By the way, you might
“Here’s a practical guide.
“I want to buy a house. be interested in these
It will help you manage
How does that work?” attractive mortgage
the process.”
rates.”
here’s where you built trust
here’s where you develop preference for
you towards action
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5. some numbers
64% of marketers consider marketing budget spent on
content marketing to be more content marketing
important than advertising*
64% big small
companies** companies**
18%
40%
23%
13%
agree neutral disagree
*marketers response to the statement that “content marketing is more important than advertising”
** big is > 100 employees, small is < 100 employees 5

6. creating excellent ROI
long term relevance better conversion
=
high value
great ROI
low cost
content creation distribution cost
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7. content in the marketing funnel
content marketing
awareness consideration decision action
a person becomes there’s a willingness the decision on the ready to buy or
aware of a problem to consider solutions actual solution is made use the solution
to the problem
Educate the audience! Help explore! Help decide! Make the deal!
> familiarize them with > create set of buying > what to buy > make a great offer
your product or arguments > where to buy
service category
 inspirational video  buying guide  decision tree
 article on benefits  product overview  buying guide
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8. moving from content tools to conversion
awareness consideration decision action
tools
your website
article
content should be relevant -
report* a cool tool cannot disguise
video poor content
+
infographic
whitepaper* conversion
webinar* on your
website
newsletter
demo
instructional
tools need to be available -
checklist
distribute it to your audience
decision tree
calculator
case study*
product spec sheet
*these tools tend to be more suitably in B2B markets 8

9. measure – learn - adjust
direct effect metrics and actions
metric result possible actions
cost of content too high  find other suppliers
production  do it yourself
 re-use / re-format existing
content
set simple goals views on too low  change title / opening image
> traffic that converts into customers content (be attractive!)
 try other platforms
 change placement on your site
direct effect click-through- too low  change your content (make it
> the metrics you can influence with actions rate (CTR) shorter, more practical, better
looking)
 improve call-to-action
make it a habit! conversion too low  is the conversion path user-
> check your metrics at least every week based on paths friendly?
from content  improve deal attractiveness
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10. getting more content
Vimeo YouTube
original content
 the core of your content marketing Scribd Pinterest
strategy – adds most value to users
 distribute freely to online content
sharing platforms
Slideshare CheckZis
original
content
reports articles
content curation curated content
 use external online content to
strengthen your content base
 act as an expert filter for your audience
books presentations
press releases videos
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11. tips for great content creation
be neutral
People will distrust any
organization which only
promotes itself
re-use
Re-using and re-formatting
your content is being smart
address a real problem
This will make the content
relevant to your audience
pay attention to style
Beautiful content
displays quality
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12. tips for effective content distribution
put it all on your own website
It is an excellent place to show
potential customers what you can do
for them
use multiple platforms
Consider multiple formats (like
text, video, lists, slideshows) and
multiple platforms (like
YouTube, CheckZis, Slideshare, Scribd
)
tell the world
Send press releases, messages on
Twitter and posts on Facebook to tell
the world about your new great piece
of content
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13. content sharing platforms
the huge video platform
the beautiful video platform
website to share presentations and documents
the place to share written documents
collections of images and pictures
sharing practical content in lists
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14. about
The author CheckZis
What do you need to do to buy a house? Or start a
business? CheckZis helps people structure and solve
practical problems like these with collaboratively created
lists.
The fixed format of the lists ensures a simple user
experience. And contributing users are rewarded with free
ads.
To marketers, CheckZis provides an excellent opportunity
to share knowledge, exhibit expertise and get business
dennis saaltink leads.
I’ve gained vast online media experience in various B2C
and B2B publishers in the Netherlands as a product
manager, online publisher and innovation manager at large
media companies such as Sanoma Media. At Reed
Business, I was ultimately appointed Chief Strategy
Officer.
I’ve studied International Business at the University of
Maastricht.
Currently, I’m the CEO and Founder of CheckZis.
> dennis@checkzis.com
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