content marketing 101
TRANSCRIPT
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Totally Awesome Content Marketing@heidimiller [email protected] http://talkitup.typepad.com@spokencomm www.spoken.com
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What Is Content Marketing
?
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Valuable, relevant, consistent content
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To acquire a defined audience
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To drive profitable customer action
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Provides value
Creates reciprocit
y
Attracts different audience
s
Varied formats
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Example: Free Report
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Example: Free Report
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Example: Blog
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Example: Blog
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Example: Webinars
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How do you get started?
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Know where you’re goingIf you don’t know where you’re going, any strategy will get you there
Goals Objectives Strategies Tactics
What are your marketing goals? Increase sales,
improve credibility and visibility in the market, raise brand
recognition?
What are the specific objectives? E.g. grow LinkedIn connections,
engage in conversations on
Facebook, increase site traffic
What is your core strategy? Create
thought leadership content, build and
engage a niche following, etc.
What are the tactics that will help you reach those? E.g.
choosing social media channels, responding to comments within 6
hours, forming a Twitter team
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Best practices
Content Marketing best practices
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Two keys: have a CM strategy and document it
Source: Joe Pulizzi report
Content Marketing best practices
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Two keys: have a CM strategy and document it
Source: Joe Pulizzi report
Content Marketing best practices
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Publish content daily
Source: Joe Pulizzi report
Content Marketing best practices
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Try to measure ROI but don’t trip over it
Source: Joe Pulizzi report
Content Marketing best practices
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Use social media as a tactic
Source: Joe Pulizzi report
Content Marketing best practices
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Use multiple initiatives
Source: Joe Pulizzi report
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What is the right content?
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Research relevant contentIf you don’t know what is relevant, you can’t create it
CompetitionSEM
KeywordsChannels Metrics
What is your competition doing
that is working? Why?
Brainstorm and research your
industry’s relevant keywords to
determine the most popular to target
Look through all marketing channels to see which content is
the most popular: email, social,
traditional
Use existing metrics to evaluate relevance
of existing content
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What are the right tactics
and channels?
We’ll use Twitter because I think it’s cool!
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Your goals dictate your channels and tools
CM for awareness
‣ Identify user generated content
‣ Identify market characteristics
‣ Define campaign success
‣ Research and engage influencers
CM for lead
generation
‣ Research prospects
‣ Deliver prospect lists
‣ Identify engagement opportunities
CM for loyalty
‣ Service feedback
‣ Cost impact analysis
‣ Measuring customer service process
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Don’t go it alone!
Share the love
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Focus on THEM‣ Target key
influencers
‣ Share their posts
‣ Like their photos
‣ Leave comments on their posts
‣ Respond to their comments
‣ Treat them like rock stars
Rock star!
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Tool Tutorial: HootSuite
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Know where you’re goingIf you don’t know where you’re going, any strategy will get you there
Goals Objectives Strategies Tactics
What are your marketing goals? Increase sales,
improve credibility and visibility in the market, raise brand
recognition?
What are the specific objectives? E.g. grow LinkedIn connections,
engage in conversations on
Facebook, increase site traffic
What is your core strategy? Create
thought leadership content, build and
engage a niche following, etc.
What are the tactics that will help you reach those? E.g.
choosing social media channels, responding to comments within 6
hours, forming a Twitter team
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Add accounts
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Invite members; form teams
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Schedule content according to your content marketing plan
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Respond
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Set up reports, evaluate, revise
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Totally Awesome Content Marketing@heidimiller [email protected] http://talkitup.typepad.com@spokencomm www.spoken.com