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Dan Sturdivant - Creative Support

Search & Content Marketing. Search & Content Marketing. Dan Sturdivant - Creative Support. www.Creative-Support.com. Search & Content Marketing. Your consumers are on the web searching for answers They don’t read billboards They don’t watch TV That’s just noise Consumers want content

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Dan Sturdivant - Creative Support

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  1. Search & Content Marketing Search & Content Marketing Dan Sturdivant - Creative Support www.Creative-Support.com

  2. Search & Content Marketing • Your consumers are on the web searching for answers • They don’t read billboards • They don’t watch TV • That’s just noise • Consumers want content • They want answers • If you cannot provide that, then you don’t exist. Dan Sturdivant - Creative Support www.Creative-Support.com

  3. Content Marketing Is Not... • Video • Email • Newsletters • Copywriting • Social Media • Public Relations • Corporate Blogging • Reputation Management • Search Engine Marketing • White Papers/Case Studies Dan Sturdivant - Creative Support www.Creative-Support.com

  4. Content Marketing Is... • White Papers/Case Studies • Search Engine Marketing • Reputation Management • Corporate Blogging • Public Relations • Social Media • Copywriting • Newsletters • Email • Video Dan Sturdivant - Creative Support www.Creative-Support.com

  5. Marketing Content Is... } • White Papers/Case Studies • Search Engine Marketing • Reputation Management • Corporate Blogging • Public Relations • Social Media • Copywriting • Newsletters • Email • Video Applying these to the sales continuum Dan Sturdivant - Creative Support www.Creative-Support.com

  6. Sales Continuum Dan Sturdivant - Creative Support www.Creative-Support.com

  7. Sales Continuum Dan Sturdivant - Creative Support www.Creative-Support.com

  8. Content Is A Business Asset • Content isn’t copywriting • Content isn’t (too) complicated • Content requires strategic consideration • Content requires care and feeding • Content is a critical business asset (paraphrased from Kristina Halvorson) Dan Sturdivant - Creative Support www.Creative-Support.com

  9. Case Study: Helping Psychology Purpose-Create a resource for persons looking to return to college in order to obtain a post-graduate degree in Psychology, and to consider Argosy University as the provider for that education. Process-Create 30 articles each month, focused on adults returning to school. When appropriate convert articles into other forms of content for distribution into other content channels. Use secondary sites for additional exposure. Payoff-

  10. Helping Psychology

  11. Helping Psychology

  12. Helping Psychology

  13. Helping Psychology

  14. Helping Psychology

  15. Helping Psychology

  16. Case Study: Helping Psychology Purpose-Create a resource for persons looking to return to college in order to obtain a post-graduate degree in Psychology, and to consider Argosy University as the provider for that education. Process-Create 30 articles each month, focused on adults returning to school. When appropriate convert articles into other forms of content for distribution into other content channels. Use secondary sites for additional exposure. Payoff-Raise brand awareness for Argosy University’s Psychology programs, increase search engine traffic and Viewbook downloads

  17. Thanks... Thanks... • Twitter: dansturdivant • Web: www.creative-support.com • Email: dan.sturdivant@creative-support.com • Link to this presentation:creative-support.com/IMSDallas

  18. What is Content Marketing? • Content marketing is a marketing technique that employs the creation and distribution of relevant and valuable content in order to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving a profitable customer action.The Content Marketing Institute Dan Sturdivant - Creative Support www.Creative-Support.com

  19. Content Marketing Payoffs • Build a list of potential customers • Enhance your brand • Position yourself or your business as a thought leader • Improve search engine results Dan Sturdivant - Creative Support www.Creative-Support.com

  20. Content Marketing Channels • Primary Site • Secondary sites (blogs, microsites, online magazines) • Social Media (Twitter, Tumblr, Facebook, LinkedIn, BSO’s) • Presentation Media (YouTube, Slideshare, Scribd) • Professional Media (traditional channels) Dan Sturdivant - Creative Support www.Creative-Support.com

  21. Content Types • Long Form - White Papers, Newsletters, Presentations • Short Form- Articles, Blog Posts, Guest Posts, Commenting • Micro Form- Twitter, Tumblr, Facebook post, other social media • Presentation Form- YouTube, Slideshare, Scribd Dan Sturdivant - Creative Support www.Creative-Support.com

  22. Content Marketing Overview • Content Strategy • Purpose, Process, Payoff • Internal Content Audit • External Content Gap Analysis • Content Mapping • Content Syndication • Content Brief • Placement • Titles (and title tags) • Keyword Mapping • Call to action Dan Sturdivant - Creative Support www.Creative-Support.com

  23. Contact Information • Twitter: dansturdivant • Web: www.creative-support.com • Email: dan.sturdivant@creative-support.com • Link to this presentation:creative-support.com/IMSDallas

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