This presentation was developed for the Breakout at the Breakwater 2010 event sponsored by Fitzgerald Photo Imaging. It supports the theme of the conference, "Education & Inspiration", by defining content marketing, giving an in-depth look at social media and presenting a case study of how one photographer's experiences with social media in his business. Advances in technology and the explosion of the internet mean purchasing decisions are more reliant on communication and interaction with the vendor than ever before. While the marketing exercise itself has not changed, new ways to approach these activities have changed dramatically. Business owners today must understand these developments and engage their potential client base. Content marketing - communicating with your prospects without selling - is one way to attract the informed consumer. Developing techniques to pull customers to your door is much more effective than pushing your message out to them. The great news for small business is deploying a content marketing strategy can be a low-cost option achieving greater results. Even better, the framework for content marketing is probably already in place in your organisation. Best of all, creative industries are best poised to exploit the new trends. This talk will explain the different components of content marketing and give detailed recommendations on how you can get started. At the end of the session, you will have clear ideas on marketing activities and techniques for immediate implementation.

1. Content Marketing: Modern Techniques for Growing Your Business by Sarah Mitchell www.globalcopywriting.com

3. Provide recommendations for a content marketing strategy

4. Take an in-depth look at social media

5. Case Study

6. Definition Content Marketing: is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. CONTENT MARKETING = EDUCATION

8. Consumer behaviour has changed

10. Push Oriented

12. Radio

13. Newspaper

14. Yellow Pages

15. Direct Mail

16. Cold Calling

17. SPAM email

19. The traditional “funnel” sales cycle model is no longer effective

20. Consumers are doing their own research

22. Satellite Radio

23. RSS Feeds

24. Privacy Rights

25. Caller ID

26. SPAM filters

28. Meetings

29. Presentations

30. Evaluation

31. Sale

33. Newspaper/Magazines

34. TV News Reports

35. Traditional Advertising

37. Inbound Marketing Permission based, online techniques that are used to draw people to you

39. Tailored to your business

40. Targets key prospects

41. Contributes to lead nurturing

42. Positions your solution over your competitors

43. Asset-based investment you own

45. Content

46. Social Media

49. External links

50. Search engine recommendations

52. The days of self-serving, self-promoting “ blah blah blah ” are over.

53. Marketing = Publishing

55. “ Conversation without content is mere networking. Content without conversation is just dead content. ” Tipping Point Labs

57. Find the intersection between your solution and your customer’s information needs

58. Develop content to address deficiency

59. Make yourself findable

60. Give you content legs

63. Google Alerts

64. Twitter searches

65. Twendz

66. Twitrrater

67. Tweetfeel

70. Target each type of customer

71. Consider vertical markets

76. Make it easy for the search engines to find you

77. Leave Your Prints A great way to improve your Search Engine rankings is to leave comments on articles or blogs.

79. Use social media tools to drive traffic to your website.

81. Social Networking

83. What Social Media Won't Do • It won’t close deals • It won’t generate a customer base if your products or service are lacking • Probably won’t replace your current marketing strategy

84. What Social Media Can Do • Generate Leads • Establish Your Authority • Promote Your Brand

85. 2 Things to Remember 1) It's “social” meaning your activities have to be centred on building relationships. 2) You are representing your brand (or your company brand). At all times you must you must maintain a professional tone and attitude.

86. The Tools for Business

87. Usage of Tools for Business

89. Interesting Facts • People aged 30 to 39 years are most likely to use social media for business. (Stelzner) • More women, than men, engage in social media activities. (55% vs. 45%) • People love to look at pictures. 70% of all actions are related to photos or video. (HBS) • Women say more. Men reference links. (HBS)

90. Establishing Authority • LinkedIn is a professional networking site • Complete online curriculum vitae • Find and connect with business colleagues • List your company • Special interest groups • Polls • Q&A • 65 million members in over 200 countries

91. Lead Generation • Twitter is a global instant messaging tool • Micro-blogging • Send messages to drive traffic to your website • Networks consists of “followers” and is very fluid • 600 million search queries every day • Twitter has 105,779,710 registered users • 800,000 Twitterers in Australia – June 2009

92. Promoting Your Brand • Blogging is an online dialogue you have with your customers and prospects • Allows you to position your company against competitors • Excellent way to improve SEO • Customers can leave their own comments and opinions

93. Promoting Your Brand • Facebook allows you to create a business page and find companies you like • Most useful for B2C companies • Post photos, documents or run advertising • Privacy issues • 70% of user are outside the USA • More than 200 million users log on to Facebook every day

96. The West

97. Perth Now

101. $35,000 business from Twitter in 8 months

102. 6 event gigs after working Media140 conference

103. 5 Weddings from Twitter/Facebook combo

104. 2 Weddings from Facebook advertising

105. Sold “heaps” of landscape prints

106. Indirect: 4 weddings approximately $12,000

107. Don’t Pay for Attention BUY attention: Advertising BEG for attention: Public Relations BUG people: Sales “ EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free .” David Meerman Scott, Web Ink Now

108. Always Keep in Mind.... With content marketing you pull them in with your expertise. Don’t push your prospects away by shouting at them. “ You shouldn’t be thinking so much about what to say, but rather what your audience needs to hear. ” – Joe Pulizzi,