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Develop killer content that will resonate with your audience!
They’re not cyborgs, vampires or zombies. Treat your audience as human beings, and they’ll thank you for it.
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The Process
The conversation is happening. Are you part of it?
Or are you the lone voice crying in the wilderness?
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A Series of Unfortunate Events
• Too often we’re pushing out content, but our audience is not engaging with us.
• Our message appears to be falling on deaf ears.
• We’re unable to build a network of followers.
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The Future of Marketing Has Little to Do with Marketing
While technology is certainly part of the story, it’s not the story.
This isn’t about the new tools that are before you.
This isn’t about social media or popular social networks.
This isn’t about bloggers and blogging.
Nor is this about tablets, smartphones, and the app economy.
This is about putting the public back in public relations and social in social media and that has nothing to do with tools or technology we overly celebrate today. – Brian Solis
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Unearthing The Problem
We’re told to engage.
We’re told that “Content is King.” But from where do we get good content? How do we go about obtaining good content?
And how do we know what content will be valued and engaging for our customers?
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How Do We Create Killer Content?
• Resurrecting The Art of Storytelling
• Evolving to Relationship Marketing
• The Magic of Content Curation
• Using Content Curation Tools
• Organizing and Sharing Your Message
• Monitor Your Conversations
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Storytelling: The Kodak Pitch
Click to Play
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Who Killed Storytelling?
B2B Marketers who don’t think it’s relevant?
Gen Y’ers and 144 character communications?
MTV and quick-edit cuts?
Social Media marketers focused solely on uni-directional messages?
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Let’s Bring Sexy (Storytelling) Back
From the 2013 Killer Content Awards: Goals:
1. Create a unique “killer” awareness campaign featuring a Zombie theme
2. Execute by Halloween to cash in on design strategy
3. Boost awareness of Sun Gard Cloud offerings among IT professionals; inform and educate prospects
Results: 1. 150% higher click through rate 2. 200% higher click to open rate 3. Delivered 24 leads
Sun Gard Cloud – Best Theme
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Let’s Bring Sexy (Storytelling) Back
From the 2013 Killer Content Awards: Goals:
1. Connect with 30 top Managed Print Services Accounts with a targeted ‘Get Optimistic’ campaign
2. Partner with Forbes in Print/iPad publication to offer content that focused on opportunity, change and business tips.
Results: 1. 70% of the companies interacted
with the microsite 2. Added 20,000 new contacts 3. Generated over 1k scheduled appts 4. Yielded $1.3 billion in pipeline
revenue
Xerox – Best Brand Building Campaign
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Product Marketing Is Now Relationship Marketing
How do we tell our story in an age of abbreviated messages and image sharing?
We need to experience a shift in our thinking.
When conducting inbound marketing, we cannot think in terms of how we market our products.
Instead, we have to think about how we can engage our customers in dialogue. The product is secondary.
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Content Marketing Is Not a Factory
We can’t produce content the same way we manufacture products. Efficiency is not the goal!
Listening & Discovery
Sharing & Publishing
Amplify Your Message
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Content Curation Defined
Content curation is the process of collecting, organizing and displaying
information relevant to a particular topic or area of interest.
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Listening & Discovery Content Curation Tools
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Listening to Your Followers
Hootsuite Twitter Feed
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Listening to Clients, Competitors and Influencers
Hootsuite Syndicator Feed
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Curating with User Defined Topics
Hootsuite Trendspottr Feed
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Creating a Killer Content Calendar
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Publishing Using Hootsuite Pro
Hootsuite Bulk Schedule Updates
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Six Tips for Amplifying Engaging Content
From Hootsuite’s Ashley Jane Brooks, Sr. Brand Marketing Manager:
1. Don’t be a repeating station – add relevant context
2. Use handpicked content
3. Align content with your brand
4. Align content with your messaging
5. Don’t spray and pray
6. Don’t forget – your audience is human!
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A Formula for Epic Content
Marketing Author and Blogger Ann Handley defines the formula for creating amplified epic content:
Useful x Enjoyable x Inspired = Effective
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3 Keys for Relevance
Ann provides 3 additional keys for content relevance: 1. Put the “Why” before the “What”
2. Build Your Audience 3. Create Content That’s Worth Sharing (What will they thank you for?)
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In Memoriam
• Tell Your Story Creatively
• Evolve to Relationship Marketing
• Curate Your Content
• Use Curation Tools
• Organize and Share Your Message
• Monitor Your Conversations
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Stay in Touch!
Chris Marocchi
President, Klear Strat, LLC
[email protected] klearstrat.com @klearstrat
facebook.com/klearstrat