Content Marketing Today: Recycle, Reduce, Reuse

Reduce, Recycle, Reuse

Social Media and Content Marketing

Jake AtheyMarketing Director@JakeAthey

David PittmanDigital Media Strategist@TheSocialPitt

ABOUT US

● Obstacles in content marketing

● Intro to the 3 Rs of content marketing today

● Widen story

● Tips for repurposing content

● How to build a program

● Q&A

● Resources and links

AGENDA

What’s Your Biggest Obstacle in Content Marketing?

“I’m busy trying to do my ‘normal’ job.”

“How can I do this on top of what Ialready have on my plate?”

“I don’t have anything to say.”

Reduce amount of new work

Recycleexisting content

Reuseit over time

● Blog posts

● Infographics

● Webinars

● Presentations

● White papers

● Product info sheets

● Customer case studies

● Podcasts

● Videos

● Demos

● Press coverage

● General industry news

What can you “Recycle”?

EXAMPLES

BLOG DRIVING VISUAL CONTENT

RESULTS● Blog

○ 11,890 views○ Still one of most popular on the site - 2.5 years later○ Driving organic search traffic to our site

● SlideShare○ 31,173 views○ 302 downloads; 29 embeds on other sites

● Podcast○ 382 downloads○ Added months later; renewed interest in original pieces

AN EXAMPLE USING CONTENT YOU DIDN’T CREATE

VIDEO CHATS

VIDEO CHATS● Build awareness, credibility, thought leadership● Show off your smart people … or cool products● B2B: Attract key influencers – and their followers● B2C: Reach your target buyers / consumers● Hold viewers’ attention

○ Avg. time on page: >25 minutes for a 30-minute show○ Bounce rate: ~20% lower than site average○ Unexpected bonus: It drives more page visits per view than other content

● Can be short- or long-form; educational or promotional; serious or fun● Low production value is okay● FREE!

Added benefits for search engine optimization (SEO)– Google rewards G+ users by delivering relevant results higher– Google Authorship: Your G+ image appears in search results

● Google+ Hangouts On Air: What Marketers Need to Know

● 10 Tips on How to Use Google Plus Hangouts (superb)

● 6 Great Ways To Use Video On Your Business’ Social Media Page

● 8 Video Types to Add to Your Content Marketing

● 11 Quick Hit Tips for Getting Started with Google Hangouts On Air

● 20 Steps on How To Setup and Run a Google+ Hangout On Air Video Broadcast

RESOURCES FOR VIDEO CHATS

WIDEN EXAMPLEThe DAM Decision Toolkit

CONNECTING THE CONTENT DOTS

The Widen Story

THE PROBLEMHow can we help prospective

customers follow a path to select the best fit solution?

Map the customer lifecycle

Create a useful resource to guide a process

Create “big rock” content

Give away valuable resources

CUSTOMER LIFECYCLE

Support the journey with helpful resources

Build an email series

Use visual content

Share and repurpose content with social media

Feature your big rock content in prominent spots

Collect and nurture leads

Offer different options to engage

Deliver more with email auto-responders

Create an infographic to connect visually

Promote a webinar series

Invite relevant audiences

Make the recording and slides available

Feature webinars to collect leads

Give reason to submit forms

Promote on-demand webinars

Give a live presentation

Get picked up by influencers

Feature big rock content in your newsletters

Take it to events on screen and in print

Repurpose content in more targeted webinars after the event

Get a bigger screen

Analyze your data and share your experiences

Blend live and digital experiences

Connect with other like-minded pros

RESULTSDAM Decision Guide

700+ Leads

DAM Decision Toolkit2100 Downloads (no form)

DAM Basics Webinars125+ Avg Live Attendees125+ Access the Recordings

EMAIL PERFORMANCE

RUN DOWN1. One-Pager

2. Toolkit

3. 16 Email Series

4. 2 New Twitter Accounts

5. Google Adwords

6. Remarketing Ads

7. Infographic

8. 4 Webinars

9. 6 Blog Posts

10. Blog CTAs

11. Newsletter

12. Sales Presentations

13. 2 Live Presentations

14. 2 Trade Show Booths

15. 1 Panel

16. 1 Class

CONTENT IDEAS YOU CAN USEHIGH VALUE● Whitepapers● Slidedecks ● Webinars● Videos● Infographics● Research reports ● Book chapters● Ebooks● Podcasts● Tradeshow displays● PR stories● Newsletters● Sell sheets / sales collateral

QUICK PICKS● Blog posts● Blog CTAs● Personal LinkedIn blog● Social posts ● Memes and animated GIFS● Social Ads and Sponsored posts● Display ads ● Remarketing ads● Triggered email / series● 1-off email blasts● Sales emails● Email signature blocks● Article comments● Online community posts● Discussion references

TIPS1. Use web analytics to identify popular content 2. Use social analytics to identify engaging content3. Use content curation tools to curate 3rd-party content4. Understand your buyer personas - focus on 35. Map content to personas and customer lifecycle stages6. Take written to visual and visual to written forms7. Hire it out for a fresh take 8. Engage your community9. Create roundup lists

10. Reference past content in new content and revisit older content to create a series

1. Identify / create your big rock content 2. Identify related content you own3. Identify related 3rd-party content and qualify

a. Is is legit? b. Is it current? c. Does it support your POV? d. Does it add value to your audience?

4. Identify your influencers 5. Build out a journey

BUILDING A PROGRAM

From Content Marketing Institute● 17 Essential Content Marketing Templates and Checklists● Step-by-Step Templates for Mapping your B2B Content● Content Marketing Playbook 2011 – 42 Ways to Connect

with Customers [free eBook]

From Neil Patel of Quick Sprout● The Advanced Guide to Content Marketing

RESOURCES / LINKS

CONTACT USDavid Pittman

Email: dp@the3pitts.com

Twitter: @TheSocialPitt

LinkedIn: http://www.linkedin.com/in/davidapittman/

SlideShare: http://www.slideshare.net/davidpittman1/

Jake Athey

Email: jathey@widen.com

Twitter: @jakeathey

LinkedIn: http://www.linkedin.com/in/jakeathey

SlideShare: http://www.slideshare.net/widen/