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AND How to Use it to Effectively Grow your Brand and Customer Base Contact Me: 314-853-9235 or [email protected] What is Content Marketing? What I’m Going to Cover How important is your brand to your business? The definition of Content Marketing Why Content Marketing is important for building your brand? Steps to create an effective content marketing campaign Contact Me: 314-853-9235 or [email protected] How Important is Your Brand to Your Business Contact Me: 314-853-9235 or [email protected] DEFINITION OF “BRAND” WHY IS IT SO IMPORTANT? Definition of Brand Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception. Ashley Friedlein Brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non tangible consumer concerns. Contact Me: 314-853-9235 or [email protected] Donna Antonucci Definition of Brand Brand Building is an integral aspect of personal and business development. It not only increases the voice and consumer awareness of a brand, but it also gives it an identity and worth. The advent of participatory and interactive platforms has given many businesses the chance to enhance brand awareness and equity. Contact Me: 314-853-9235 or [email protected] A. Powell Why is it so Important? In a nutshell your brand is: What Your gives your company an identity reputation and perceived position in the market. What differentiates you from your competition. What creates loyalty and a desire to purchase your products and services. “Brands outlive products & services...” –Scott Goodson, author of Uprising Contact Me: 314-853-9235 or [email protected] What is Content Marketing? Contact Me: 314-853-9235 or [email protected] A DEFINITION OF CONTENT MARKETING WHY CONTENT MARKETING IS IMPORTANT FOR BUILDING YOUR BRAND Definition of Content Marketing Content marketing is creating, publishing, and marketing unique content for the purpose of appealing to a target audience and retaining a loyal customer base. The key to any type of content marketing is providing accurate and useful information that is relevant to the respective industry and market. Contact Me: 314-853-9235 or [email protected] Definition of Content Marketing In a nutshell, Content Marketing is: Creating interesting and informative content That is unique That is relevant to your industry That will attract your target market Build trust and loyalty Contact Me: 314-853-9235 or [email protected] Why Content Marketing is Important for Building Your Brand? Reinforces your expertise and your position within your market Has the ability to go viral and reach a large segment of your market Relays your message to your target market Demonstrates your knowledge of your industry Tells your audience more about your company Creates 2-way communication Is relatively inexpensive Contact Me: 314-853-9235 or [email protected] The Indirect Benefit of Content Marketing Search Engine Optimization (SEO) Content Marketing is one of the main criteria used by the search engines to determine rank It affects SEO in three ways: Interest and website traffic Content growth Backlinks Contact Me: 314-853-9235 or [email protected] Information on SEO https://static.googleusercontent.com/medi a/www.google.com/en//webmasters/docs /search-engine-optimization-starterguide.pdf Contact Me: 314-853-9235 or [email protected] How to Create an Effective Content Marketing Campaign Contact Me: 314-853-9235 or [email protected] 1. FIGURE OUT WHAT TO COMMUNICATE 2. DETERMINE THE FORMAT 3. HOW TO CREATE YOUR CONTENT 4. HOW TO DELIVER YOUR CONTENT 5. TRACK THE IMPACT Ingredients for Effective Content Marketing 1. Relevant. The information is pertinent to your company and industry, and does not veer too far off topic. 2. Knowledge Bearing. The content illustrates that your company has a deep knowledge of the industry, including the latest news & updates. 3. Informative. The content is useful and unique. It contains information that tells readers something that they do not already know. 4. Non-Promotional. The content does not contain any promotional material or sales pitch. It is written with the goal of educating consumers and potential customers. Contact Me: 314-853-9235 or [email protected] Determine the Format Types of content: Images Images, Infographics, Video, Podcast, webinar, e-book, newsletter, article Videos are the most engaging Text is the most important for search engine rankings Most desirable approach is to “mix it up” Contact Me: 314-853-9235 or [email protected] Published Articles Infographics Types of Content Marketing E-books, Newsletters Videos, Podcasts, Webinars, etc. Create Your Content Articles and Blogs: consider using ghost writers Videos - Ways to keep the cost down Find students (or individuals looking to build up their portfolio) Take the video yourself and get a professional to edit it Webinars: utilize a webinar service such as AnyMeeting and GoToMeeting Contact Me: 314-853-9235 or [email protected] Create Your Content Images Utilize FREE online software such as Canva or Easel.ly, to create infographics and assist you with editing images. Reuse content (although creating new and original unique content is the most ideal) Contact Me: 314-853-9235 or [email protected] Create Your Content If you are creating written content… Incorporate you keyword phrase into your title Add you keyword phrase to your first paragraph If your content is 700 words your keyword phrase should be in your content about 3-4 times Ensure the URL has your keyword phrase e.g. www.abc.com/usedcell-phones-can-save-you-money On your website ensure the title and description tags include your keyword phrase Add an image or video to your content Contact Me: 314-853-9235 or [email protected] Create Your Content Video and Images: Use video streaming services like Wistia or YouTube. Include your keyword phrase in the title and description of the video. Add your keyword phrase to the Alt. tag. Include some text content to go with the video or image. Post on social media. Include the social share links. Contact Me: 314-853-9235 or [email protected] Deliver Your Content Place the content wherever it will make the biggest impact. Your website: Blog Video Add and Gallery section additional pages Contact Me: 314-853-9235 or [email protected] Deliver Your Content Other The websites website must be related to your industry Local businesses with a local market should try to find local websites The more popular the website the better Contact Me: 314-853-9235 or [email protected] Deliver Your Content Buzzfeed, Scoop.it, Outbrain Bloggers, local online news sites, Fiverr Don’t look for multiple link services Don’t look for bookmarking Make sure it’s a permanent link Do Follow Relevant site Contact Me: 314-853-9235 or [email protected] Track the Impact -Google Analytics -Link Checkers http://smallseotools.com/website-links-count- checker/ Moz.com suite -Google Webmaster Tools -Search Engine Rankings Contact Me: 314-853-9235 or [email protected] Contact Me Phone: 314-853-9235 or 314-669-9510 Fax: 314-665-3104 Email: [email protected] Contact Me: 314-853-9235 or [email protected]