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Ignite Your Business with Content Marketing Part 2
1. IGNITE YOUR
BUSINESS WITH
CONTENT
MARKETING
STERLING PERRY - CEO, SENT MEDIA MARKETING
#IGNITEBIZ @SENTMEDIA
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2. Housekeeping
Today’s hashtag: #IGNITEBIZ
Follow @sentmedia
A few minutes of Q&A at the end of each
section.
You can also tweet your questions to
@sentmedia using #IGNITEBIZ
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3. The Purpose of Today’s Workshop
To show you how to create content for marketing:
creating and sharing relevant, valuable information
that attracts people to you and creates trust,
credibility and authority for your business and that
ultimately converts visitors into buyers
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4. What you’re going to learn
How content marketing can ignite your business
How to create and produce your own podcast or web TV show.
How to create and produce awesome webinars.
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5. The Case for Content
Interruption marketing (traditional advertising) is not enough.
Customer behavior and expectations are shifting.
89% of all purchase decisions begin on a search engine.
Everyone is the media. Everyone is a publisher – including
you!
Unlike any other form of marketing, content marketing
doesn’t have an expiration date.
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6. What is Content
Content is a broad term that refers to anything created and
uploaded to a website.
More than words and images on a page; an embodiment of
your brand.
Good content can quickly become the soul of your brand to
the online world.
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7. What Can Content Do for You?
Attract customers.
Educate your buyers about a purchase they are considering.
Overcome resistance or address objections.
Establish your credibility, trust, and authority in your industry.
Tell your story.
Build buzz via social networks.
Build a base of fans and inspire customers to love you.
Inspire impulse buys.
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8. The Key to Igniting Sales is to create
online content and optimize it so that
it appears on the first page of search
results when your customers search for
you or the products or services you
sell.
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10. What is a Podcast/Web TV?
A digital program, delivered over the web to a subscriber that typically
consumes via a mobile device.
Can be either audio or video
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11. Why they are great
Your own show!
Can draw a very specific qualified
audience
Allows your audience to consume your
content on the go
Establishes you as an expert
Provides context for clients
It makes you better at your job
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13. Watch and Listen
What are your favorite podcast
or web show and why?
Spend time on itunes and
YouTube exploring shows in
your space
Spend time with shows that
engage you
Do you like the casual
approach or the buttoned up
talk show approach?
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14. Identifying Your Show
Audio or Video? Play to your strengths
Choose a topic or a niche as your focus
Who is your perfect audience member?
Who is the show for?
Co-hosted or self-hosted
Interview format or self produced
Mission statement – what are your goals in a clear concise
statement.
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15. You Already Have the Equipment
Hardware
Laptop with built-in microphone
Smartphone pre-installed voice recorder app
Use your headphone/mic
Software
Audacity – free recording software for PC
GarageBand – pre-installed for Mac
Window Movie Maker or iMovie
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16. Plan Before Recording
Write some basic show notes:
Topics you’ll discuss
Links
Graphics
Items that you don’t want to forget
You’ll want to post these notes along with your finished
show to your blog.
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17. Press Record
Record your show
Edit
Post-production
Export as a MP3/MP4
Keep your show under
30 min.
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18. Record Intros and Outros Separately
Intros and outros are a time to give key calls to action
Fully explain your show
What you will bring to the table each episode
Show consistency
Keep both under 60 seconds
Add to the beginning and end of your main content piece
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19. Title, Tag, Upload and Share
Give your show and episodes
great compelling titles
Tagging
Add all relevant information
and keywords
Upload
To your website and YouTube
Share your show on social media
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21. What is a webinar?
A web-based seminar for viewing or listening. They are typically a
combination of audio and PowerPoint, although they sometimes
incorporate video, too.
Webinars take place on web conferencing platforms, which can be either
an application that’s downloaded or viewed over the web.
Attendees access the meeting by a link or meeting invitation distributed by
the webinar host.
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22. 67% of Business
Leaders
Who rely on social media for business
information seek out relevant podcasts and
webinars.
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23. Why attendees love webinars
Robust, interactive and social
Less intimidating
Broad-reaching
Geographically neutral
Team player in the content mix
Effective
Door openers
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24. HOW TO CREATE
AWESOME
WEBINARS
10 TIPS TO AWESOMENESS
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25. Ask, “What’s keeping our clients up at
night?”
What information do
our customers or
prospects want?
How can we help?
Clue: What are your
most popular blog
posts or most
downloaded eBooks?
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26. Create Momentum
Educate, inspire your customers
Be a resource and educator
Make it clear that you are there for
them when they’re ready to buy
Webinars allow you to turn content
into a relationship immediately.
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27. Go Big, or go tactical
Big-thinking, inspirational or strategic high level strategic seminars
How-to webinars that offer specific, tactical information
Create broadly appealing webinars to generate broad awareness
and leads, then host smaller affairs to a more qualified base of
prospects
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28. Create your webinar registration form
wisely
Select form fields that capture
relevant information and start to
flag hot leads.
Avoid long, cumbersome forms.
Think about your long term
goals.
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29. Write the story
Don’t start with PowerPoint
Map out an outline of both your story and
quick ideas of accompanied charts and
photos
Write out the key points and assemble
them into a logical structure.
Although, you’re presenting digitally,
public speaking and selling is very much an
analog process.
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30. Have compelling slides
Streamline your slides
Use 32 point font size
Offer one idea per slide
Use interesting graphics
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31. Titles are important!
Your webinar title is both the promise of what an attendee can
expect the content to be and an indication of how it will be
presented.
Pique curiosity
Use superlatives
Use surprising or odd analogies
Be specific
Simplify a complex subject comprehensively
Be contrarian
Use numbers, especially odd numbers
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32. Choose guest speakers wisely
Are they compelling enough to hold the attention of your
audience?
Tap recognized experts, happy customers, thought leaders,
authors
By social prospecting on SlideShare and YouTube you can find
lesser-know compelling talent.
Establish clear expectations and guidelines with any speaker.
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33. Practice and rehearse
Use the built in PowerPoint “Rehearse Timings” and “Record Slide Show”
features to practice your presentation.
Don’t read from they slide, rather tell your story.
Schedule a rehearsal ahead of the live webinar date.
Make sure you and your guest are comfortable with the webinar platform
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34. Reimagine your webinar
Pre-webinar article
Pre-webinar podcast
On-demand webinar
Upload to SlideShare or as a PDF download on your site
Post-webinar podcast
Post-webinar blog posts
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36. Google+ Hangouts on Air
Free to use, less complicated
10 guests + unlimited audience
Live streaming to Google+, YouTube and your website
Immediate archivie to YouTube
Mobile friendly
Easy registration
Push notifications
Apps
Q&A
Showcase
Video
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37. Encourage interaction
Utilize the webinar platforms chat panel
and encourage Q&A
Build interaction into the presentation
by stopping for questions.
Consider having a moderator on deck
to up the level of response and
engagement.
Create a short, searchable companion
hashtag.
#IGNITEBIZ
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38. Optimize for sharing and spread it
around
Upload your webinar presentation and slide notes to
SlideShare.
Use keywords in the presentation title and tag your slides with
plenty of relevant words.
Load the SlideShare app onto your LinkedIn & Facebook
profiles.
Embed your SlideShare and YouTube video into your
homepage or a blog post.
Share the links everywhere!
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39. Carefully craft your final slide
Your visual takeaway for attendees.
Create a slide that either converts
browsers into buyers or nudges them a
little closer to doing so.
Give a link with a compelling limited
time offer
Use the ShowCase app in Google HOA
to do this attractively.
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40. Final considerations
Plan for disaster
Get feedback
Follow up promptly
Measure success
Many web conferencing options
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41. The Key to Igniting Sales is to create
online content and optimize it so that
it appears on the first page of search
results when your customers search for
you or the products or services you
sell.
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42. Want to Work With Me ?
Call: 678-820-9577
Tweet: @sentmedia
Email: Sterling@TheSentMedia.com
Ignite Your Business E-Book
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