Content Marketing in 5 Easy Steps

Content Marketing in 5 Easy Steps

Susan GuneliusPresident & CEO, KeySplash Creative, Inc.

www.keysplashcreative.com

Featuring concepts from some of Susan’s popular books, including:

Repurposing Content

Reaching out & Building Your Audience

5 Steps You’ll Learn Today

Developing Your Brand Presence

Streamlining Your Efforts

Analyzing Your Performance

FIRST: Semantics House Cleaning

Content Marketing

vs. Social Media Marketing

The Compounding Effect

Content can help any business.It’

s not

just

for i

ntere

st.

Time to Dive In

Developing Your Brand Presence

Establish Your Core Branded Online Destination

BlogFacebook LinkedIn

YouTube

Twitter

Flickr

SlideShare

WeFollow

Page

YourGroup

Ads

OtherGroups

YourGroup

OtherGroups

Answers

Twellow

Profile

Sample Business Social Media Presence

Google+

Pinterest

Brand Yourself

• Promise: unique value proposition

• Position: differentiators• Message: customer

perceptions and expectations• Persona: Emotional

connections and relationships

Develop Your Brand Persona

• Examples: Website design Blog design Avatar (www.gravatar.com) Facebook page design LinkedIn profile LinkedIn company page Google+ brand page Twitter background YouTube channel Forum signatures

Creating Content

• Why you create content: If you’re just trying to

sell more stuff, you’ll fail.

• What you say: Publish content your

audience needs and wants.

Quality trumps quantity.

• How you say it: Be personable, honest,

and transparent. Tell stories. Give something extra

or exclusive. Leave jargon and

corporate rhetoric out.

• Where you say it: Leverage the broad

reach of the social web.

Content Marketing Can Involve All Areas of a

Business

MarketingCreate Content• Blogs• Twitter• YouTube• Digg• StumbleUpon• Facebook• Google+• You name it!

Customer ServiceDirect Dialogue• Blogs• Twitter• YouTube• Google+• Facebook

Public RelationsCommenting• Blogs• Twitter• YouTube• Digg• StumbleUpon• Forums• Other social bookmarking sites• Review sites like Yelp and Epinions

ExecutiveThought Leadership• Blogs• LinkedIn Answers• Twitter• Quora

Human ResourcesNetworking• Facebook• LinkedIn• Google+• Niche networking sites• Blogs• Twitter• YouTube

Example: NakedPizza

• Twitter discounts lead to direct sales.

• 68% of single-day sales have come from Twitter.

• Twitter integrated into point-of-sale system.

• Twitter kiosks set up in stores.

• Previous direct mail newsletter content is now fed into Twitter.

“Direct mail is sent to a single address but there are multiple

people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this

in leaps and bounds.”

-- Jeff Roach, NakedPizza co-founder

Avoid Excessive Selling

Ski.com

Image via: Facebook.com/skivacations

1 Facebook Page Photo Upload with Comments

Expanding Your Base

Reaching out and Building Your Audience

Find Your Best Audience

• Listen• Join• Engage• Share

Develop relationships that lead to loyalty and trust and build your band of brand

advocates!

Example: Cakes for Occasions

• Pictures• Real-time promotions • Picked up by Boston Media• Testimonials• Business grew 25% and

saved $10,000 in marketing expenses in 1 year thanks to content and social media.

“We learned our audience was on Facebook, so

that’s where we went.”- Kelly Delaney, Owner Cakes for Occasions

Find the Influencers

• Find the people online who already have the eyes and ears of your target audience.

• They’re trusted.• They’re shared.• They’re powerful sources of word-of-

mouth.

Example: Roger Smith Hotel

• Connected and engaged with influencers

• Special Twitter discounts• Twitter kiosk in hotel• Special hotel welcome to guests who

come from social web

Stalking Your Competitors

• Where are they publishing content?

• What content do they publish?• Who follows them on Twitter,

Facebook, etc.?• Who do they follow?• What content do they publish

that generates the most comments, shares, likes, etc.?

Get More Bang for the Buck

Repurposing Content

What is Content Repurposing?

Do’s and Don’ts

• Do add value to repurposed content.

• Do match the content to the medium.

• Don’t duplicate content.

• Don’t repurpose and disappear.

Examples

• Images turn into: Flickr uploads, Facebook posts, Twitter updates,

Pinterest pins, blog posts, and more!

• Blog posts turn into: Ebooks, infographics, Google+ updates, Facebook

posts, and more!

• Brainshark presentations turn into: Pinterest pins, YouTube videos, and more!

• Offline & traditional marketing can turn into: Press releases, email marketing, brochures, ads,

etc.

AND VICE VERSAAND VICE VERSA

Save Time and Boost Efficiency

Streamlining Your Efforts

Integrate, Cross-Promote, and Automate

• Use tools to streamline activities like publishing, promotion, analysis, and more.

• Automating cross promotion can save you time and ensure your content is published in the varied ways different people like to consume it.

• Automating online reputation management efforts helps save time and ensure you can respond to mentions in a timely manner.

Popular Automation and Cross-Promotion Tools

• Twitterfeed.com, Dlvr.it• Tweetdeck.com, Hootsuite.com,

Seesmic.com, Socialoomph.com• Google Alerts, SocialMention.com• Tweetmeme.com, Facebook social

tools, AddThis.com• Facebook and LinkedIn apps and tools

to share presentations, videos, blog posts, and images

Popular Tools for Collaboration and Delegation

• Collaboration and delegation: CoTweet, GroupTweet, HootSuite,

Radian6/Salesforce Social Hub

• Communication and project management: Basecamp, Backpack, Yammer, and

Teambox

• Document sharing and collaboration: Dropbox, Box.net

Crowdsourcing for Content

• Ask people to share: Guest blog posts Contest entries Photos and videos on Facebook Pins on Pinterest Get creative!

Successful Examples

What’s Working?

Analyzing Your Performance

The New Forms of ROI and Success Measurement

• ROI = Return on Investment (money)

• ROI = Return on Impression: Eyeballs (visibility)

Perceptions (sentiment)

• ROO = Return on Opportunity (indirect marketing)

• ROO = Return on Objectives (closer to goals)

• ROE = Return on Engagement (relationships)

Performance Analysis

• Focus on trends• Hard and soft metrics• Engagement, sentiment, and

conversionsExamples of What to Track:• Unique site visitors• Page views• Referrers• Incoming links• How visitors travel through site• Returning visitors• Comments• Followers and connections• Retweets and @mentions• Social shares and likes

Measure Against:• Sales• Click-throughs• Online mentions• Online sentiment

Analytics Tools

• One tool isn’t enough• Human analysis is essential

Fee-based Tools• Radian6• Sysomos• SproutSocial• Brandwatch• SocialReport• Viralheat• Trackur• Alterian SM2• AwarenessNetworks• Unilyzer• Lithium

Free Tools• Google Analytics• Google Webmaster Tools• Hootsuite.com (also a paid version)• Tweetdeck.com• Bitly• Facebook Insights• LinkedIn company page statistics• Klout• PeerIndex• Twitalyzer (also a paid version)• SocialMention.com

A

Contact Susan Gunelius

Books by Susan Gunelius

Website: www.KeySplashCreative.com

Twitter: www.Twitter.com/susangunelius

Facebook:www.Facebook.com/susanguneliuswww.Facebook.com/keysplashcreative

LinkedIn:www.Linkedin.com/in/susangunelius

Amazon:www.amazon.com/author/susangunelius

Email: susan@keysplashcreative.com

Released April 3, 2012: The Complete Idiot’s Guide to LinkedIn

Coming in July 2012: Blogging All-in-One for Dummies

(2nd Edition)