How Content Marketing Makes Sense of Social Media

Copyright by Debra Zahay 2013

How Content Marketing Makes Sense of Social Media Dr. Debra Zahay-Blatz

7/11/2013

Kishwaukee College, Social Media Breakfast

OR: How To Tell Your Story through Content Marketing and Still Have a Life!

From Joe Pulizzi

Content Marketing – Definition Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior. http://contentmarketinginstitute.com/2012/06/content-marketing-definition/

Content Creation is Done “By Hand.”

According to marketing guru Beth Kanter, “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.” http://contentmarketinginstitute.com/2012/08/content-curation-need-to-conside/

Story (Brand Identity) leads to

content lead to Social Media

Facebook Twitter Linkedin Video Blog Post

Content

From Blog Post: The Shocking Truth about Content Marketing http://bit.ly/YB0Ww9

Facebok Twitter Linkedin Video Blog Post

Content

The Story (Brand Positioning)

• To the on-the-go college student or urban professional, ages 18 to 25, both male and female, WISP is the mini-disposable toothbrush that makes you Be More Kissable

Colgate Wisp Execution • The Platform: Be More Kissable website

• The Key: a series of irreverent videos uploaded to YouTube

• Even More Audience: a Facebook app called Spin the Wisp

• The Results: $44 million in sales of the mini-toothbrush within the first seven months

Using Video and Social Networks,

with engaging content, Colgate-

Palmolive Reached the Mobile

Generation Y Target Market

Where Is the Audience

Participating Online? Questions to determine where its target audience participates:

• What news sites do members of the target audience go to?

• What discussion forums do they participate in?

• What social networks are they active on?

• What sharing sites are they active on?

• Are there significant social groups on these sites?

Where Is the Audience

Participating Online? • Are there niche online groups that the target audience is

part of?

• What blogs do they read?

• Who are the influential bloggers?

• Who is influential on Twitter?

• Who are the community leaders?

• Are they members of organizations?

• What social news sites are they a part of?

•Content marketing through social media depends on building

relationships and connections with the target group online, and so

understanding where its members are online is vital to success.

The Story (Brand Positioning)

• To the marketing professional seeking to hire in the digital and interactive field, Dr. Zahay-Blatz provides updates on digital marketing that convey the uniqueness of what she is doing in her research, consulting and in the classroom. 1

Content

Over 2,000 LinkdIn Connections form the basis of my Content Marketing Strategy; groups are critical

Content Marketing has resulted in steady growth of Twitter followers, the RIGHT ones for me

Repurposed and meaningful content helped my blog take off!

Content Marketing: A Disciplined Approach

• Means posting meaningful content five times a week

• Your own content is best and everyone can create

• Content can be repurposed but must add value

• Original Slideshare of presentation

• Summary in own blog

• Summary in guest blog

• Tweets, Facebook and Linkedin posts

• Refer to blog and Slideshare in other social media formats

Content Marketing Results

• Increased Pageviews on blog from 500 to 5000 a month

• Increased Twitter followers steadily

• Increased numbers of comments and endorsements on Linkedin

Content

Content Marketing Steps

• Start with your Story in the form of a positioning statement.

• Develop meaningful Content Related to Your Story.

• Disseminate that Content where your audience resides online.

Zahay.com website has links to talk, other work

Contact Me: • @zahay

• http://www.zahay.com

• Cell 630-300-8838 • debrazb22@gmail.com, zahay@niu.edu

• http://www.linkedin.com/in/drzahay • http://pinterest.com/debrazahayblatz • http://www.interactivemarketing.niu.edu

• Read Dr. Zahay-Blatz's Blog

at http://niuinteractivemarketing.blogspot.com

• Check out the Journal: http://bit.ly/Ia0Tg3

• Read about our research in Interactive

Marketing: http://bit.ly/ISa5sq

• Read our new Internet Marketing

• Textbook: http://bit.ly/JGo82t

• Please post job descriptions on the NIU

website http://bit.ly/SJjm6F

• Tweet about our program using #niuim and see more

info at http://bit.ly/I9iXKd

How Content Marketing Makes Sense of Social Media

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