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Slide 1: Content Marketing for Document Industry Vendors Mike Porter Print/Mail Consultants mporter@printmailconsultants.com Copyright 2010 Print/Mail Consultants
Slide 2: What exactly IS Content Marketing? (and why should you care?) Copyright 2010 Print/Mail Consultants
Slide 3: Content marketing is the practice of using what you know about your target customer’s issues and challenges to provide them with information they find to be of value. Copyright 2010 Print/Mail Consultants
Slide 4: What Problems Can Content Marketing Solve? Copyright 2010 Print/Mail Consultants
Slide 5: High cost of sales lead development Inability to compete with larger rivals Insufficient market exposure Small advertising budgets Copyright 2010 Print/Mail Consultants
Slide 6: Some Popular Forms of Branded Content Magazine articles Newsletters Blogs Customer case studies White papers Social networking Quizzes & surveys Copyright 2010 Print/Mail Consultants
Slide 7: Content Marketing helps you become: Recognized as an expert/thought leader Established as a trusted source of information & advice Validated as a legitimate provider of goods or services Copyright 2010 Print/Mail Consultants
Slide 8: Why is that important? Cuts through advertising clutter Allows smaller companies to compete Improves search engine page ranking Helps you attract desirable employees and partners Copyright 2010 Print/Mail Consultants
Slide 9: More reasons: Gets you on the short list of solutions providers more often Makes it easy for customers to buy from you Copyright 2010 Print/Mail Consultants
Slide 10: Just writing articles? That sounds pretty easy! No one doubts your ability to generate valuable content on topics of interest to your industry. But be sure to address two major obstacles most companies face… Copyright 2010 Print/Mail Consultants
Slide 11: Talent Do you have the ability to clearly communicate your thoughts in writing? Are you good with punctuation, grammar, and word usage? Can you be concise? Can you maintain a customer’s point of view? Copyright 2010 Print/Mail Consultants
Slide 12: Time Can you commit to churning out interesting and informative content on a consistent basis? Do you have the bandwidth to constantly manage content over multiple channels? Copyright 2010 Print/Mail Consultants
Slide 13: B2B buyers do extensive research on their own, before they ever consider talking with a sales representative. If prospects are not already familiar with your products, and you don’t show up in their keyword search results, you may never even know they were in the market - until it’s too late! Copyright 2010 Print/Mail Consultants
Slide 14: The key is to get started soon. If your competition gets a head start, even if the effort is not very good, it is very difficult to catch up. Copyright 2010 Print/Mail Consultants
Slide 15: Keys to a Successful Content Marketing Strategy Develop a plan – at least 6 months of activity Clearly understand the challenges faced by your prospects Become known as a trusted source of information Establish a persona or a consistent image Use communication channels frequented by prospects Consistently publish and always meet your deadlines Copyright 2010 Print/Mail Consultants
Slide 16: www.printmailconsultants.com For more details, visit the Writing Services page at: – Content Marketing for Document Industry Vendors Copyright 2010 to download the free report Print/Mail Consultants