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!