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

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

Aug 24, 2023 20 likes •321 views

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

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Making Your Website Work For You

Best Practices in Content Marketing

RickWhittington.com / / 804.335.1477

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Principal Rick has 15 years of experience designing, optimizing and marketing websites.

Rick Whittington

RickWhittington.com / / 804.335.1477 Best Practices in Content Marketing

Inbound Marketing Manager Winston manages strategy and execution of our roster of inbound marketing clients, including content marketing.

Winston Chenery

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» 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.

Why Use Your Website for Sales and Marketing?

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

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Best Practices in Content Marketing

Your Website Should Generate Sales and Business Opportunities

RickWhittington.com / / 804.335.1477

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Con•tent Mar•ket•ing n.

RickWhittington.com / / 804.335.1477 Best Practices in Content Marketing

The practice of online marketing by creating and sharing meaningful content that is relevant to your target audience.

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

Create

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

|

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

Share

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» 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.

Why content marketing?

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

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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

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» 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.

Why content marketing?

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

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» 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

  • pportunities.

Why content marketing?

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

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» Can be a competitive advantage in many industries. » Creates tools your marketing and sales staff can use to close the sale.

Why content marketing?

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

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RickWhittington.com / / 804.335.1477 Best Practices in Content Marketing

Case Study: Poly Processing Company

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» Not getting customers from their website. » Website was treated as an afterthought. » There was no way to easily publish information.

Problems

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

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» 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?”

Solution

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

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» 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.

Solution

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

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» Website traffic up 20% since January (2,700 new visitors per month)

Results

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

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» Website traffic up 20% since January (2,700 new visitors per month) » Sales leads up 77% since January

Results

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

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» 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.

Results

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

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RickWhittington.com / / 804.335.1477 Best Practices in Content Marketing

Overcoming Challenges

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» 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.

The Challenge:

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

No one will read our blog.

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» 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.

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

The Challenge: No time for blogging.

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

Don’t Know What To Write About.

The Challenge:

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» 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

Don’t Know What To Write About.

The Challenge:

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

Don’t Know What To Write About.

The Challenge:

» 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.

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How to Build a Library of Great Content

RickWhittington.com / / 804.335.1477 Best Practices in Content Marketing

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» 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.

Repurpose Your Content

RickWhittington.com / / 804.335.1477 Best Practices in Content Marketing / / How to generate content

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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