content marketing for business: tips, tricks and trends

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Content Marketing for Business: Tips, Tricks and Trends

Presented by:!

Melissa Harrison!Allee Creative, LLC!

www.alleecreative.com!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

About the Presenter Melissa Harrison!

Named one of the “Top 36 Content Marketers Who!Rock” by TopRank and Content Marketing Institute in!2013, Melissa has more than 13 years experience !helping organizations strategize and manage their !brands through traditional marketing, social media and !content marketing.!

Melissa is also a four-time recipient of the Hermes!Creative Award, a national speaker on the topics of !branding, content strategy and social media; and is !certified by Google Analytics Academy in Digital !Analytics Fundamentals.!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

What is Content Marketing?

•  Customized!•  Two-way!•  Engaging!•  Educational and Informative!•  Solution-driven!•  Leads to action!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Debunking the Myths

Myth #1: Content marketing is the same thing as social media.

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“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Debunking the Myths

Myth #2: Content marketing doesn’t cost much.

How much content marketing could you buy for that?

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Remember…

While business goals between content marketing and traditional advertising may be

different, the content you create can be leveraged to have a much LONGER shelf life

than traditional ad space.

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Debunking the Myths

Myth #3: Content marketing needs to be traced to a sale in order to be considered successful .

OR

You can’t track the ROI of content marketing.

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Debunking the Myths

Myth #4: Content marketing is a quick, easy win .

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

So, is it effective?

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Understand what content marketing means for your business.

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Do not start without a strategy. Period.

The most effective businesses using content marketing:!1.  Have a strategy!2.  Have someone dedicated to manage this strategy!3.  Use 15+ tactics!4.  Use an average of 7 social media channels!5.  Spend between 32-39% of their marketing budget on

content marketing!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Uses for your business

•  Customer service!•  Industry pulse!•  Establishing trust and thought-leadership!•  Engaging younger demographics!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Social media: Which platforms to use

The “Fab Four”!– Facebook!– Twitter!–  LinkedIn!– Pinterest!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Tricks

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Tools for staying on track

Tools for staying on track!– KPIs!– Content calendars!– Third-party apps!– Monthly review/analytics (spreadsheets!)!– Source lists!– Dedicated staff, outsource or combination of

both!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Blog Calendar

Example:!

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“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Social Media Calendar

Example:!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Third-party apps

Scheduling posts!– Tweetdeck!– Hootsuite!– SproutSocial!– Native platforms (ie: Facebook)!

Monitoring mentions, engagement, ROI!– SproutSocial!– Google Analytics!– Radian 6!– Mention!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Trends

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Video

Such as:!–  How-to!–  Product launch!–  Q&A!

Tools:!–  Vimeo!–  YouTube!–  Instagram!–  Vine!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Blogging

S.O.S!–  Strategy!–  Owners!–  Schedule!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Better Tracking/ROI

•  What’s it all for?!–  Event goals!–  Brand awareness!–  Increased attendance!

•  Ideas for measurement!–  Mentions!–  RTs/shares!–  Reach/engagement!–  # ‘likes’/followers!–  Top influencers!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

RWD: Responsive Website Design •  One billion

smartphones were shipped in 2013!

•  2/3 of cell phone using Americans use them to check email and the Web (twice as many as 2009)!

•  Mobile has taken over!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Challenges?

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

DIY or Hire it Out?

Can you keep up?!–  Resources!–  Budget!–  Time Management!

Why it Pays to Hire Out!–  Consistency!–  Outside perspective!–  Continuous monitoring!–  Professional insight!

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Questions?

Allee Creative, LLC alleecreative.com @alleecreative facebook.com/alleecreative

“Content Marketing for Business: Tips, Tricks and Trends” I-94 Chamber of Commerce, 4/17/2014

Thank You!

For more information:!Melissa Harrison!

•  www.alleecreative.com!•  Twitter: @alleecreative!•  Email: melissa@alleecreative.com !