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creating systems that make sense to help grow your business
Content marketing
(source: HubSpot Global Jobs Poll Q2 2016)
MARKETING HAS A LOVABILITY PROBLEM
Who do you consider to be trustworthy?
QPEOPLE USED TO LOVE ME… RIGHT?
APEOPLE HAVE CHANGED…
THE WAY WE WORK AND LIVE HAS CHANGED
1990 2000 2010
Hours when we work 9-5 8-6+ Continu
Our office 4 walls Open Cublicles iPhone
Internet None Email & Web Research Everything in the cloud
How we get to know new
products
Tradeshows, Ads, Print
Publications, Sales Reps
Tradeshows & Google
Social Media, Google,
Freemium
How the sales process is
working
Sales Rep in Office & Golf
Course
Sales Rep on Phone / Web No Sales Rep
THE WAY WE CONSUME
CONTENT HAS CHANGED
EVERYBODY KNOWS THAT
ANALOG IDEAS LIKE TV SPOTS,
PRINT AND RADIO HAVE THEIR
USE.
BUT THE ATTENTION OF THE
CONSUMER IS SHIFTING.
ATTENTION,
NOT IMPRESSIONS
INFLUENCING BEHAVIOUR HAS
BECOME COMPLETELY DIFFERENT IN THE
DIGITAL AGE.
ADVERTISING IS JUST ONE OF THE
FACTORS THAT DRIVES BEHAVIOUR. 
BUT…
PEOPLE ARE GETTING BLIND
FOR ADVERTISING.
(source:http://www.adotas.com/2013/03/study-86-of-consumers-suffer-from-banner-blindness/)
WHAT DOES THIS ALL MEAN?
THE CUSTOMER
IS IN CONTROL.
No one wakes up

and says:

“I want to see and ad.”
Marketers have been bad.
Time for something new?
Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business
Content Marketing is just solving the same
problems that your product solves through
media you create and promote.
Hans van Gent - https://www.hansvangent.com/
“
1. DISCOVERY & IDEATION
2. CREATION
3. ORGANISATION
4. MARKETING & DISTRIBUTION
5. ANALYTICS
6. CONVERSION
1. DISCOVERY & IDEATION
1. DISCOVERY & IDEATION
USING AMAZON BOOK
LISTINGS
Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business
Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business
Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business
1. DISCOVERY & IDEATION
USING IDEA GENERATORS
KLOCK.WORK
LINK BAIT GENERATOR
1. DISCOVERY & IDEATION
USING SOCIAL NETWORKS
QUORA
PODCASTS IN ITUNES
POPULAR VIDEOS ON YOUTUBE
POPULAR PRESENTATIONS ON
SLIDESHARE
1. DISCOVERY & IDEATION
USING CUSTOMER
QUESTIONS
Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business
1. DISCOVERY & IDEATION
DIGGING DEEPER
10X EXISTING CONTENT
1. DISCOVERY & IDEATION
USING ONLINE TOOLS
ANSWER THE PUBLIC
ALTERNATIVE: MOZ KEYWORD EXPLORER
Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business
Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business
INSERT INTO GOOGLE SHEETS
DELETE MODIFIER & MODIFIER TYPE, ADD COLUMNS
DELETE NON-RELEVANT TERMS
USE THE GOOGLE KEYWORD PLANNER >>
SEARCH VOLUME DATA AND TRENDS SECTION
USE GOOGLE SEARCH
USE GOOGLE SEARCH
2. CREATION
EVERNOTE
GRAMMARLY &
HEMMINGWAY
GOOGLE DOCS
CANVA
PABLO
3. ORGANISATION
TRELLO
GOOGLE DRIVE
GUEST POST
GUIDELINES
4. MARKETING & DISTRIBUTION
BUFFER
ONLINE COMMUNITIES
FACEBOOK GROUPS/LINKEDIN GROUPS/NICHE SPECIFICS LIKE INBOUND OR GROWTH HACKERS
STEALING FROM YOURSELF
REPURPOSE YOUR OWN CONTENT ON DIFFERENT PLATFORMS (VIDEO, AUDIO, SLIDES, ETC.)
BUZZSUMO
HARO
GUEST POSTING
your keyword(s) + inurl:write-for-us
your keyword(s) + guest-posts
your keyword(s) + inurl:guest-post-guidelines
your keyword(s) + become a contributor
your keyword(s) + bloggers wanted
your keyword(s) + submit an article
your keyword(s) + want to write for
your keyword(s) + contribute
your keyword(s) + become an author
your keyword(s) + guest post by
your keyword(s) + now accepting guest posts
BROKEN LINKS
your keyword(s) + links
your keyword(s) + resources
your keyword(s) inurl:links
5. ANALYTICS
GOOGLE ANALYTICS
GOOGLE SEARCH CONSOLE
6. CONVERSION
GET EMAIL SUBSCRIBERS
If you forget everything I just said,
please remember these 6 steps.
1. DISCOVERY & IDEATION
2. CREATION
3. ORGANISATION
4. MARKETING & DISTRIBUTION
5. ANALYTICS
6. CONVERSION
@jcvangent
WHEN CONTENT
IS EVERYWHERE,
IT PAYS TO GO DEEP.
https://www.hansvangent.com/
“

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Content Marketing: Creating Systems That Make Sense To Help You Grow Your Business