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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: [email protected]
Twitter: @TheSocialPitt
LinkedIn: http://www.linkedin.com/in/davidapittman/
SlideShare: http://www.slideshare.net/davidpittman1/
Jake Athey
Email: [email protected]
Twitter: @jakeathey
LinkedIn: http://www.linkedin.com/in/jakeathey
SlideShare: http://www.slideshare.net/widen/