Making Your Website Work For You Best Practices in Content Marketing - PowerPoint PPT Presentation

Making Your Website Work For You Best Practices in Content Marketing RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing Rick Whittington Winston Chenery Principal Inbound Marketing Manager Rick has 15 years of experience Winston manages strategy and designing, optimizing and execution of our roster of inbound marketing websites. marketing clients, including content marketing. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Your Website Should Generate Sales Why Use Your Website for Sales and Marketing? » Your website is more than just a “check-off” item on your marketing list. » Websites are often the single most untapped source of leads and revenue. » A website is a salesperson that never sleeps. » Website leads cost your company 61% less than “traditional” leads. » Start thinking of your website as a profit center. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing Your Website Should Generate Sales and Business Opportunities RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing Con • tent Mar • ket • ing n. The practice of online marketing by creating and sharing meaningful content that is relevant to your target audience. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / What is Content Marketing? Create RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / What is Content Marketing? | RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / What is Content Marketing? Share RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / What is Content Marketing? Why content marketing? » The best search engine visibility tactic out there. » The safest search engine visibility tactic out there. » People will find your products and services by searching the web. Over 1 billion searches on Google each month. RickWhittington.com / / 804.335.1477

Google Searches per month polyethylene tanks 6,600 14,800 underwater scanner 73 260 mining communications 320 1,600 biometric scanner 4,400 12,100 spinal implant 3,600 6,600 RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / What is Content Marketing? Why content marketing? » The best search engine visibility tactic out there. » The safest search engine visibility tactic out there. » People will find your products and services by searching the web. Over 1 billion searches on Google each month. » Global reach! Reach international prospects. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / What is Content Marketing? Why content marketing? » Your customers appreciate transparency. » Answers your prospects’ questions. » Builds your trust and credibility. » Encourages repeat visits to your website. » Generates a massive amount of leads and business opportunities. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / What is Content Marketing? Why content marketing? » Can be a competitive advantage in many industries. » Creates tools your marketing and sales staff can use to close the sale. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing Case Study: Poly Processing Company RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Case Study: Poly Processing Company Problems » Not getting customers from their website. » Website was treated as an afterthought. » There was no way to easily publish information. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Case Study: Poly Processing Company Solution » Started with a website redesign last year. » Committed to content marketing by starting a blog. » Met with their sales team and asked them, “What questions do your prospects ask you?” RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Case Study: Poly Processing Company Solution » Interviewed sales manager to get more information about topics. » Refined answers by a professional writer. » Published blog posts on website. » Promoted through newly-created social media profiles and newsletter email. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Case Study: Poly Processing Company Results » Website traffic up 20% since January (2,700 new visitors per month) RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Case Study: Poly Processing Company Results » Website traffic up 20% since January (2,700 new visitors per month) » Sales leads up 77% since January RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Case Study: Poly Processing Company Results » Shortened sales cycle. » Sales team use content in conversations and follow-up emails. » Distributors are better informed, and sales have improved because they know more about the product advantages and applications. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing Overcoming Challenges RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Overcoming Challenges The Challenge: No one will read our blog. » People WILL read your blog if it’s written properly. » It’s critical that you define who your customers are. » Write for your target customer. Answer their specific questions. » Offer blog email subscription. Send blog posts to subscribers by email. » Send a blog digest to customers and prospects by email. » Promote it on your social media profiles. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Overcoming Challenges The Challenge: No time for blogging. » Need a point person to write the blog and publish. » Get everyone involved. » Establish a schedule. » Outsource to content marketing firm. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Overcoming Challenges The Challenge: No time for blogging. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Overcoming Challenges The Challenge: Don’t Know What To Write About. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Overcoming Challenges The Challenge: Don’t Know What To Write About. » STEP 1: Interview your customer-facing staff. What do people ask about? » STEP 2: Make a list of topics, identify subject matter experts. » STEP 3: Interview and outline key points. » STEP 4: Write blog posts and put them on your website. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / Overcoming Challenges The Challenge: Don’t Know What To Write About. » Address the price of your product or service. » Add your perspective to industry events or trends. » Refute or address criticisms of your products or services. » Film a product demonstration video. » Write about products like yours that you saw at a trade show. RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing How to Build a Library of Great Content RickWhittington.com / / 804.335.1477

Best Practices in Content Marketing / / How to generate content Repurpose Your Content » Group 3-5 similar blog posts as a whitepaper. » Record a video for YouTube summarizing a blog post that you wrote (or vice versa). » Turn a sales presentation into a guide or “one-sheeter” for download. » Write a webinar and turn it into a series of blog posts. Record the webinar and make it available “on demand” on your website. Give the slides away on Slideshare. RickWhittington.com / / 804.335.1477

Thank you. Download this presentation and receive a complimentary copy of our B2B Online Lead Generation eBook. RickWhittington.com/valet RickWhittington.com / / 804.335.1477