Content Marketing: Building a relationship of trust by Laura Lynch - - PowerPoint PPT Presentation

Content Marketing: Building a relationship of trust

by Laura Lynch

Valuable content, delivered for free, in order to establish a relationship based on trust.

What’s the best way to kill a bad business?

Good marketing.

Your content has to be worthwhile

• If it’s not providing value to your audience, they’ll go elsewhere
• If your content is misleading, you damage the relationship of trust

you’re trying to build

• No amount of good advertising or marketing will make up for a bad

product

Your content is not about YOU.

Common mistakes include:

• Constantly selling
• Talking only about your

products and services

• Talking above the heads
• f your audience

Put your audience first

• Their attention is a gift
• Don’t waste their time with bad or misleading content
• Focus on being of help to them

What is the purpose of content marketing?

• The main goal is to establish trust and brand awareness.
• You don’t expect to sell the entire time: if you do, people will grow

tired of you.

• Instead, you’re trying to position yourself front-of-mind for when

someone becomes ready to buy.

• In the meantime, you’re putting yourself forward as the best person

for the job based on the quality you’ve already delivered.

Can anyone do content marketing?

• My budgeting app convinced me to sign up for their newsletter so

that I could get updates on their vlog series, so: probably yes.

• But to demonstrate, I’ve tried to come up with a really subject to try
• ut a content marketing scheme.
• Therefore:

How do you do it?

• I’ve come up with a content

marketing strategy for a mid- sized tire company, based in southeast Michigan, named Terry’s Tires.

• Terry’s Tires can’t expect to be selling tires to any individual customer

more than once or twice a year (because of how long tires last).

• How can Terry’s Tires build the best relationship with their audience?

Know your audience

• Who are they? (Age, education, knowledge level, B2B or B2C)
• What are they looking for?
• How can you help them?

For Terry’s Tires:

• Independent car owners (post-college to retirement)
• Not gearheads
• Local pride

Potential content streams

• Blog/vlog
• Social Media
• Facebook? LinkedIn? Instagram? Twitter?
• eNewsletter
• ebook
• Podcast

For Terry’s Tires:

• Start with a blog
• Broadcast on Social Media (Facebook and Instagram)
• Potential for a future email newsletter

What can Terry’s Tires blog about?

Think beyond the obvious: inspire

• Tires will only get them so far.
• It’s important to think about your market more generally
• What can your services help people DO?
• So for Terry’s Tires, what can tires DO for their customers?
• Where can tires take them?

What about other car stuff?

What about where you can go?

How do you know if it’s working?

Establish your criteria for success

• Brand awareness
• Increased foot traffic
• Sign-ups to email newsletter
• Growing social media following
• Higher-quality leads filling out a contact form

Be willing to experiment

• Try different times/days
• Test different content types
• Consider your method of delivery (platform)

Content Marketing is like a workout

• It takes time and patience as you establish a routine that fits
• There are no shortcuts, it is hard work
• Don’t count on your content to go viral
• Like a workout, there are extra benefits…

Added benefits of content marketing

• SEO
• Extra resources for customer service
• A place to interact with your customers (even if they don’t follow you)
• You become better at your job

Recap

• Being a good content marketer means delivering value without
• bliging your consumers to buy
• Value usually comes in the form of information, instruction, or

inspiration.

• It can be delivered in any number of ways: through blogging, social

media, video, podcasts, email, etc.

• You use people’s engagement with content to measure interest: who

is worth following up with?

• Be persistent and customer-focused at all times.

Valuable content, delivered for free, in order to establish a relationship based on trust.

Thank you!

@darjeelingblend