Presentation on Content Marketing

In a recent post, I mentioned that I had made a presentation to our Chamber Leads Group on Content Marketing and that I would be covering that presentation in a later post. This is that post.

Don’t Touch That Dial
Wait, before you quickly click to leave me, I am not going to go through that presentation. Just the major points that I think are important and worth consideration. These being:

  • What is Content Marketing (briefly)
  • Why do we care
  • The challenges and what we can do about them
  • Takeaways

A Brief Definition – My adaptation of Joe Pulizz’s Definition

“Content Marketing is the art of understanding exactly what your customers need or want to know or experience and delivering it to them in a relevant and compelling way.”
Adopted from “Get Content Get Customers” by Joe Pulizzi & Newt Barrett

Why Do We Care ?

One Word: Internet

  • The world is at our finger tips, and in our pockets (smart phone anyone?)
  • The buying research is often done before contact
  • We expect to find most, if not all, the information we need online
  • In short, much of the “selling”, and selection, can happen before the provider is “in the game”

Why Do We Care II?

  • Access is a two-way street
  • Everyone is in a state of information “overload”
  • We delete “noise”
  • We quickly leave what is not “on target”
  • To be the “Last Man Standing”, the marketing message has to be clear, and relevant to the customers’  needs

The Challenges

  • Time
  • ROI
  • Technology
  • Knowing the audience

Let’s Look At These

Time

  • Yep, it takes time
  • We all have the same 24 X 7
  • It’s a question of priorities
  • Recognize that change is required
  • You don’t have to do it all
  • Get help

ROI

  • It’s there, but you must…
  • Have clear objectives
  • Have a plan
  • Be, “All In”

Technology

  • Remember, it’s your business
  • You’re in charge
  • Be involved
  • You set direction and priorities
  • You decide on “What”
  • Get help with the “How”

Understand Your Audience

  • It seems obvious, but can be elusive
  • What does your customer want or need?
  • How and where are they looking for it?
  • It is not about you
  • It is about them!

The Takeaways

  • You can do it!
  • Understand your audience
  • Have a plan with clear objectives
  • Get help
  • Be committed!

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