Ramos - Content Marketing: Insiders Secret to Online Sales & Lead Generation

CONTENT

MARKETING

INSIDERS SECRET TO ONLINE SALES LEAD GENERATION

R ICK R AMOS

Copyright 2013 by One Night Expert Publishing

All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means , including information storage and retrieval systems except in the case of brief quotations embodied in critical articles or reviews, or in the case of the exercises in this book solely for the personal use of the purchaserwithout permission in writing from its publisher or Rick Ramos.

Published by One Night Expert Publishing

New York, New York 10001

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

Questions for the author?

www.rickramos.com

PRAISE FOR
CONTENT MARKETING
SSECRETTOONLINESALES & LEADGENERATION

A must-read for anyone wanting to learn about the awesome power of content marketing and how it can transform your business. Full of wonderful and inspiring case studies from some of the top brands in the world! This book will save you from months of research and give you and your team the knowledge you need to create a successful content marketing playbook.

Jim F. Kukral, Author of the top selling book Attention!

Content marketing is the only way to become a true thought leader. This book provides all the fundamentals of how to think about, generate, distribute, and measure the results of great content.

There is no substitute for a well-executed content marketing strategy, especially for B2B and SAAS businesses. Rick spells out everything you need to build a great content foundation.

Peter Hamilton, CEO of HasOffers.com

Rick has created a concise, step-by-step guide for marketers that explains how brands can create and leverage content to increase leads and generate sales. A must-read for any marketer navigating todays content-fueled media landscape.

Steve Hall, Adrants.com - Editor and Publisher

Thinking about adding content marketing to your strategy? Want to know the best way to market your business? You need to read this book!

Rick Ramos explains in simple terms why every company should incorporate these strategies to get ahead. He unravels the magic of content marketing and gives you a clear roadmap on how to drive sales and leads from your website.

Scott Lynn, Founder and Chairman of Adknowledge.com

This book is about more than just content marketing. Its about making your business become a part of the conversation. Through this book you learn how to inform your customers to make intelligent decisions. I think that every business should adopt the strategies that it outlines.

Clark Landry, Co-founder and Chairman at SHIFT.com

People many times approach Internet marketing from a technical angle but its really about people. Rick Ramos, in this book, breaks down using content to help market your business while helping to engage and educate your future customers. Youll learn how to become a thought leader in your space and become a leader. These approaches are easy to implement by anyone with the desire, from a Forture 500 company to a single person startup.

Dan Obegi, CEO of DermStore.com

ABOUT THE AUTHOR

Mr. Rick Ramos is a seasoned veteran in online marketing with over seventeen years experience developing global brands for major industry players, including his time spent working at a comScore-rated top 50 web property and two of the worlds largest ad networks as Vice President of Marketing.

Rick develops and builds online media strategies for companies of all sizes, including several Fortune 500 companies. He has been quoted in and his companies profiled by CNBC Business, The Wall Street Journal, AMEX OpenForum, Portfolio, Law.com, Ars Technica, CBS MoneyWatch, and more.

Rick also created the number one most-viewed banner of all time with over 3 billion impressions worldwide.

TABLE OF CONTENTS

I dont know the rules of grammar If youre trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.

David Ogilvy
Father of Modern Advertising

DEDICATION

This book is dedicated first to my mother and father. This book would not have been possible without their love and support. I would also like to thank Stephanie Lichtenstein and the team at MicroMediaMarketing.com for all the information regarding social media. Lastly, I would like to thank my godfather, Tony, who came into this country without a penny, graduated with honors from Yale Medical School on a full scholarship, and became a successful doctor. He taught me that with hard work and dedication you can do anything in life.

INTRODUCTION

Back in the late 90s, I created one of the most viewed online banners of all time, with over 3 billion impressions worldwide. It also had one of the highest click-through rates in the industry, and people where happy to engage with it. Boy... have times changed!

It has been documented that people these days just ignore traditional banners. Click-through rates have dropped drastically, and online businesses have been looking for new methods to grab your attention. The problem is that the Internet has changed how people discover and shop for things. People do research on Google, find out what their friends think on Facebook and browse possibilities on Pinterest.

So, you might be asking, How does a business get attention these days? The answer is: content marketing!

The great thing about content marketing is that businesses big and small can get started and become part of the conversation. They can make true connections with people and, more importantly, drive sales and leads for their products and services.

Anyone can get started without spending a penny, and great content produces long-term results. Ive known people that have written articles years ago that are still bringing in tons of business. The only thing you need is commitment and drive.

PART I
CONTENT
MARKETING
EXPOSED

1 WHAT IS CONTENT MARKETING?

Content marketing is a marketing technique that uses high-quality, relevant content to educate, engage, and acquire your target customer. Content marketing isnt just creating content for the sake of producing content; your objective is always sales. The true potential of content marketing lies in its ability to provide a conversion path for your leads to followon their own schedule and at their convenience.

Content marketing succeeds when you provide your prospect with educational information and context about your products or services, minus a sales pitch. Its the opposite of outbound marketing; your goal is to educate. There are neither direct sales pitches nor calls to action; what you are really trying to do is create influence. Content marketing can consist of a wide variety of media: text, photos, audio, video, etc.

Content Marketing is a pull versus push strategy. Your content should engage and attract people; its not meant to interrupt someones conscious thought. Many people mistakenly confuse social media for content marketing. This is understandable, but think of social media as just one channel in a content marketing strategy.

The five components that define content marketing are:

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