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Magnetic ! 
Content 
Strategies 
to transform 
your website into a 
customer attraction 
force field.
Content marketing is...! 
! 
" 
The process of creating and 
! 
delivering valuable content to ! 
your target customers.
!
Magnetic Content: Customer Attraction, 2014 version
What’s the point?! 
The point is to get 
traffic, leads & sales. 
The plan is to achieve 
what advertising! 
usually does not... 
! 
Get people to 
KNOW, LIKE &! 
trust you.!
Trust. ! 
You have to earn it. 
What if you were to...! 
ü Be found when people are searching? 
ü Give people the information they need 
to make smart decisions? 
ü Position your company as a generous 
advisor and friend? 
ü Teach (instead of pitch)?
Be the media.
Become the AUTHORITY.
STOP interrupting people with 
stuff they don’t want. 
"
☒ Advertising 
☒ Jargon 
☒ Being dull 
☒ Stealing content 
☒ Sounding like a 
corporate stuffed shirt 
! 
!
" 
 
START 
being the expert 
prospects rely on.
☑ Help, advice, answers 
☑ Relevant stories 
☑ Personalized, customized 
content 
☑ Fun, provocative 
☑ Easy to find 
☑ Easy to share 
!
create a customer 
attraction force field.!
First Determine what action ! 
you want customers to take.! 
You might call this: 
“define objectives.”
Second Determine what potential ! 
buyers need to know.! 
" 
Shush up and listen.
Third Create a content plan.! 
" 
Thou shall create stuff people want, 
deliver it where they consume media, 
based on where they are in the " 
process of buying. 
*Even if they don’t have their wallet with ‘em.
Fourth Put a content creation team together.! 
" 
Put your money where your media is. 
Scrimping ain’t smart.
Fifth Get your digital ! 
ducks in a row.! 
" 
Digital outlets. Digital platforms. 
This is the information age. You got that memo, right?
Sixth Promote what you publish.! 
" 
Social media school starts tomorrow. " 
Enroll today.
Seventh Measure.! 
" 
If you really want to 
make this work, 
you need to know 
what is and isn’t working." 
You can handle the truth.
It’s time to get 
agnetic...
Target. 
¤ Know your 
customer 
¤ Establish! 
personas! 
¤ Be relevant 
Don’t publish this.
ontent forattractingcustomers.! 
how to’s • tips • shortcuts • secrets • tutorials • recipes • stories case 
studies • comparisons • demonstrations • pros n’ cons • dangers 
myths • pitfalls • mistakes • lies • interviews • roundups • Q&As 
product applications • real world examples exceptions • screenshots 
highlights research • test results • best-of’s • ironies • rules • bloopers 
milestones • events • re-caps • records • reviews • reasons • jokes 
parodies • quotes interviews • opinions • opposing • views • glossaries 
best practices • profiles • news • glossaries • trends • lists
Connect ! 
the dots. 
" Use a mix of 
media for more 
touchpoints! 
" Stay on topic ! 
" Integrate! 
" Link everything ! 
to your site/blog 
!
create a customer 
atntreavcert ipounb lfisohr ctheis fi.eld.! 
[unless flies are your target market]
Content 
Marketing 
Recipe 
for Success
" 
ON 
the power of ! 
NOW YOU KNOW HOW TO 
TURN 
content marketing.!!
feldmancreative.com! 
goodluck

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Magnetic Content: Customer Attraction, 2014 version

  • 1. Magnetic ! Content Strategies to transform your website into a customer attraction force field.
  • 2. Content marketing is...! ! " The process of creating and ! delivering valuable content to ! your target customers.
  • 3. !
  • 5. What’s the point?! The point is to get traffic, leads & sales. The plan is to achieve what advertising! usually does not... ! Get people to KNOW, LIKE &! trust you.!
  • 6. Trust. ! You have to earn it. What if you were to...! ü Be found when people are searching? ü Give people the information they need to make smart decisions? ü Position your company as a generous advisor and friend? ü Teach (instead of pitch)?
  • 9. STOP interrupting people with stuff they don’t want. "
  • 10. ☒ Advertising ☒ Jargon ☒ Being dull ☒ Stealing content ☒ Sounding like a corporate stuffed shirt ! !
  • 11. " START being the expert prospects rely on.
  • 12. ☑ Help, advice, answers ☑ Relevant stories ☑ Personalized, customized content ☑ Fun, provocative ☑ Easy to find ☑ Easy to share !
  • 13. create a customer attraction force field.!
  • 14. First Determine what action ! you want customers to take.! You might call this: “define objectives.”
  • 15. Second Determine what potential ! buyers need to know.! " Shush up and listen.
  • 16. Third Create a content plan.! " Thou shall create stuff people want, deliver it where they consume media, based on where they are in the " process of buying. *Even if they don’t have their wallet with ‘em.
  • 17. Fourth Put a content creation team together.! " Put your money where your media is. Scrimping ain’t smart.
  • 18. Fifth Get your digital ! ducks in a row.! " Digital outlets. Digital platforms. This is the information age. You got that memo, right?
  • 19. Sixth Promote what you publish.! " Social media school starts tomorrow. " Enroll today.
  • 20. Seventh Measure.! " If you really want to make this work, you need to know what is and isn’t working." You can handle the truth.
  • 21. It’s time to get agnetic...
  • 22. Target. ¤ Know your customer ¤ Establish! personas! ¤ Be relevant Don’t publish this.
  • 23. ontent forattractingcustomers.! how to’s • tips • shortcuts • secrets • tutorials • recipes • stories case studies • comparisons • demonstrations • pros n’ cons • dangers myths • pitfalls • mistakes • lies • interviews • roundups • Q&As product applications • real world examples exceptions • screenshots highlights research • test results • best-of’s • ironies • rules • bloopers milestones • events • re-caps • records • reviews • reasons • jokes parodies • quotes interviews • opinions • opposing • views • glossaries best practices • profiles • news • glossaries • trends • lists
  • 24. Connect ! the dots. " Use a mix of media for more touchpoints! " Stay on topic ! " Integrate! " Link everything ! to your site/blog !
  • 25. create a customer atntreavcert ipounb lfisohr ctheis fi.eld.! [unless flies are your target market]
  • 27. " ON the power of ! NOW YOU KNOW HOW TO TURN content marketing.!!