Guide to Content Marketing

Content Marketing

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Questions for Marketers to

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Look up and ask questions before getting started

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Who is my audience? Where do they hang out? How do they consume content? What’s my goal?

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Who’s Doing It Well?

GoPro Cameras making slick vids

Camera is attached to the surf board

http://www.youtube.com/user/GoProCamera

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Pottery Barn

http://www.youtube.com/potterybarn

DIY Tips for the Home

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Fred Wilson for Blogging

Holy Engagemant, Batman

http://www.avc.com/

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An Auto Giant tackles SlideShare (and social media in general)

http://www.slideshare.net/scottmonty/putting-the-car-in-karma-how-ford-creates-value-through-social-media

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Whitepapers/eBooks

Hubspot is killing it with content

http://www.hubspot.com/internet-marketing-whitepapers/

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Infographics/Visualizations

This is how an infographic is done

http://aytm.com/blog/research-junction/angry-birds-addiction/

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Works in “boring” niches too, if done really well

http://www.grantelevators.com.au/news/state-australian-construction-industry

This is how a visualization is done

Interactive Music Map (Thomson UK)

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Inhouse or Outsource?

Questions to Ask

Do I have internal writing resources?

Do I have a GOOD graphic designer?

Will I need this resource (full time) after this project?

Do these resources have the expertise

needed (honestly)?

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If so, go ahead and do it in-house.

If not, find the right resources.

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Resources for Content

Creation

Need copy?

http://contently.com/

http://www.textbroker.com/

http://www.zerys.com/

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Infographics?

http://www.shepardportfolio.com/

http://www.97thfloor.com/

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The Kitchen Sink?

http://www.distilled.net/

Not a bad idea..

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Making Movies?

20 Billion Views every month = a lot of eye balls

If it’s non-promotional, social material.

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Another option (non-promotional)

http://vimeo.com/

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Onsite or Promotional Material

Awesome presentation on using video to get more links to your website

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Importance of Consistent

Content Creation (aka Editorial

Calendar)

Commitment (issues)

Consistent Content = Authority and Audience

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Never Give Up

http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012

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Month to Month Comparison

From http://bostjan.konstrukt.it/

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Ways to Stay Consistent

A few editorial calendar resources

http://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/

http://michaelhyatt.com/annual-planning-calendar.html

Pro tip: Custom calendar for blog posts if you use Google Apps for your business.

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Curation or Creation? #contentme

Easiest way to blog for business

Be SEO Friendly: Put it on a subfolder (domain.com/blog), not a subdomain (blog.domain.com)

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Manage your WP Workflow

http://editflow.org/

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Finding and Storing Blog

Ideas

http://blogspire.zemanta.com/

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Percolate – like Summify, but cooler.

http://percolate.com/

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Crowdsourced Ideas FTW

http://alltop.com/

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Evernote for PC, Mac, iPhone, iPad

http://evernote.com/

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Templating Blog Posts

Templating is not for everyone

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If you’re publishing frequently, a template may be a good idea.

Simplistic but helpful -> The Anatomy Of An Effective Blog Post (@michaelhyatt)

A good outline template -> How to Use Evernote As A Blogger (@michaelhyatt)

Six Blog Post Templates (LinchPin Bloggers)

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Don’t copy. Adapt to fit your needs.

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Content Promotion

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Identifying Influencers

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This happens before you create the content

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Finding Prospects Easily

For some niches. For spammier niches, not as helpful.

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Better for tech-related industries.

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Mine your (or your client’s) Twitter followers

http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links

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Zemanta http://zemanta.com/outreach

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Hardcore Prospecting

Citation Labs (new kid on the block)

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Ontolo (Campaigns find your prospects for you)

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Buzzstream

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Outreach Productivity

http://www.seomoz.org/blog/linkbuilder-gmail-productivity-setup-and-outreach-examples

Buzzstream

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Remember

Keep first contact short (hook ‘em)

Have value to offer (superb content)

Always know what they’ve linked to before (this came first)

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Good video from Rob Ousbey http://www.distilled.net/store/sl-2011-hustle/

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Tracking ROI

Buzzstream (crawl your links)

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Linkstant (http://www.linkstant.com/)

Google Docs

http://www.wordstream.com/blog/ws/2011/09/01/scale-linkbuilding-with-google-docs

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Podio

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ToutApp + Highrise (http://justinbriggs.org/18-tools-to-speed-up-link-building)

+ =

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RavenTools Link Manager

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Analytics (http://kaushik.net/avinash)

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MajesticSEO

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OpenSiteExplorer

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Questions? #contentme

London - WEBCONTENTVIPLDN07 price £349+vat, normally priced at £449+vat Boston - WEBCONTENTVIPBOS07 price $549, normally priced at $699

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