Leveraging content marketing to engage your customers and find new ones

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LEVERAGING CONTENT MARKETING Engage your customers and find new ones

Presented by Henry Jennings

Why is content marketing important?

Why is content marketing important?

▪ Generating new leads

▪ Nurturing leads ▪ Converting prospective customers ▪ Build a relationship with your customers

Why is content marketing important?

▪ Showcase how your products and services solve a problem ▪ Educate

▪ Build a community of loyal customers ▪ Create brand awareness

How to start using content to engage?

The process Plan Create & Publish Distribute & Promote Measure & Analyse

Repurpose & Maintain

Step 1: Have a plan in place Define goals and KPIs • SMART goals – specific, measurable, achievable, realistic, time-bound • Align with business

Set your budget • Be proactive • Assign $$ to each goal based on importance • Budget for long term goals that may not pay off in the immediate future

Identify target audience • “Everyone” cannot be your customer • Create 3-5 buyer personas • Use existing data and competitor research

Choose your channels • Which channels are popular with your target audience • Social media • Blog • Podcasts • Webinars • Emails

Step 1: Have a plan in place Decide the type of content • This will depend on the channels you have chosen • Infographics • eBooks • Videos • Articles • Audio

Pick your tools • Choose tools that meet the needs of your business, not just because it’s popular • Wordpress • Canva • Adobe • GoToWebinar • Buzzsprout

Brainstorm ideas

Assign responsibilities

• Customer facing teams have a wealth of info • Ask your customers • Follow what your competitors are doing

• Clarify who in your team is responsible for what • Train staff if necessary

Step 2: Create & Publish Identify which type of content works for what channel

Organise your content in a content calendar

Set up templates to make the process efficient

Publish as per plan

Tips for creating content ▪ Consistency is key ▪ Give a personality to your brand ▪ Schedule content ahead of time if possible ▪ Keep it simple – avoid using jargon ▪ Keep in mind who your target audience is

Tips for creating content ▪ Do not combine too many messages at once ▪ Use relevant growth strategies for each channel ▪ Always respond to comments ▪ Go where your target audience is

Step 3: Distribute & Promote ▪ Cross-promote content on your channels ▪ Distribute your content through relevant third-party channels, for e.g., industry publications, influencers etc.

▪ Run paid ads to reach new audiences ▪ Automate distribution where possible

Step 4: Measure & Analyse ▪ Data does not lie – anecdotal evidence isn’t enough ▪ Set up tracking where available ▪ Measure performance at each stage, not just at the end of a campaign ▪ Intervene early if something is not working

Step 4: Measure & Analyse ▪ Use the analytics data to optimise your content ▪ Analyse your content over time and find what resonates with your target audience and more importantly why

Step 5: Repurpose & Maintain ▪ Flag content that needs to be updated regularly ▪ Keep optimizing content for SEO ▪ Repurpose content that you have produced to get most out of it ▪ Repurposing content also helps create more touchpoints and reinforce your message

What tools will you need to use?

Some tools that we use ▪ ▪ ▪ ▪ ▪ ▪ ▪

WordPress Hubspot Canva Adobe Illustrator Adobe Photoshop Adobe InDesign Adobe Premiere Pro

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Linktree GoToWebinar Buzzsprout Trello Hootsuite Google Analytics Yoast SEO Bitly

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