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This is the slidedeck to the presentation I delivered at the New Media Conference on February 23, 2012. The topic, content marketing, was broken down into five key parts as they pertain to value, content creation, content administration and sharing/publishing. The session attendees really had a good time with this topic as did I. This was a fantastic, fun and highly informative session. Many thanks to the Frederick Chamber of Commerce for allowing me to speak once again at their event!
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Milking the MOST Value From Your Content Marketing Strategy
presentation exclusively for FredNMT by:Mayra Ruiz-McPherson, Principal @ Ruiz McPherson CommunicationsThursday, February 23, 2012 @ Frederick Chamber’s New Media Conference
marketing professionals surveyed confirm content marketing is the most-used tacticin their brand-enhancing tool box
( HiveFire's B2B Marketing Trends Survey Report ... October 2011 )
Today,content is
still king...and more!
{ but why? }
Content impacts everything
email marketing
case studiessocial engagementblogging
ebooks PR presentations
infographics
curationarticles
microsites & landing pages
mobilevideos & podcasts
webinars
white papers
“Sticks and stones
will break your bones,
but content can
affect your stock price.”( Content Is The New Currency ... Shawn Parr ... Oct 20, 2011 )
ORIGINATEDPUBLISHED FOR “FINDABILITY”
CU
RA
TEDSH
AR
ED &
REC
OM
MEN
DED
AWARENESS
RESEARCH
CONSIDER
BUY
prospect may or may not be familiar with a product, service or organization ...a tweet or status update on social network catches may catch their eye ...
a radio, tv or other programming makes prospect aware of product “X” or service “Y”
interested prospect now begins to search and read about an o�ering or an organizationvia blogs, photo galleries, videos, news releases, Facebook or Google+ pages, etc.
to compare and di�erentiate between similar solutions or services
prospect signs up to receive news or informationfrom a brand ... begins to narrow down choices
to a select few ... online reviews and case studieshelp to narrow the decision down to one choice
prospect makes a purchaseand is immediately introduced topost-purchase, customer-centric
content and messaging
SO WHY DO IT?
Welcome to the Most Educational Swimming Pool Blog in the Country! Fiberglass Pool Prices: How Much is My Pool Really Going to Cost?
Top 5 Fiberglass Pool Problems and Solutions
How Much do Above Ground and Inground Swimming Pools Cost?
Fiberglass Pools vs Vinyl Liner Pools vs Concrete Pools: An Honest Comparison
Small Inground Fiberglass Pool Design Awards for 2010
Pool Patio Materials: Stamped Concrete vs Pavers
Fiberglass vs Vinyl Liner Pools: Which is Better?
Viking Fiberglass Pools vs. Trilogy Pools Reviews / Ratings: Which is Better?
Fiberglass Swimming Pools vs Concrete Swimming Pools: Which is better?
Swimming Pool Plumbing: Rigid PVC vs. Flexible PVC, Which is Better?
“Our Goal: To Empower You Through Education!...and if you live in our area, hopefully earn your business. This site contains a wealth of articles, facts, and videos about inground swimming pools (speci�cally �berglass). If you're just getting started, be sure to check out our World Famous Blog as well as our Inground Pool Boot Camp. ”
Sure you do.Look around, people!
Content is everywhere!!! I know exactly where to �nd it ...
but the question is ... do you?
FINDING CONTENT
Blog postsNews releasesCase studiesInterviewsSurveysCustomer serviceMarketingProduct developmentManagementIndustry publicationsEmployeesCommunityIndustry trendsSocial mediaCompetitorsProduct & online reviewsAnalytics
GOALSend out enewsletter
AUDIENCEWhat do they want to know vs. what you want to tell them ... and what will be the “content compromise?”
CONTENTOriginal, curated or both? Quantity and what content will link to where?
METRICSWho will review analytics and metrics to determine which content yielded the most interest, views or tra�c?
INTEGRATIONWhat opportunities exist for integration? Social? PR? Advertisements?Video?
LINKAGESWhat content will link to which areas of your site? Blog? Branded outposts?
READINESSIs your news area, blog, Facebook page etc. ready for the increase in tra�c? What other content must be added or updated prior to email newsletter being sent out?
OVERAGESWhat content overages exist and how will the extra material that doesn’t “�t” in this edition be utilized, salvaged or repurposed?
Domino Effect Example ...
... eNewsletter Content
AUTHORSWho writes what?
reviews, edits & testing
Publishing approach & sharing directionof content depends on which “bucket”
content best belongs in ...
LEADGENERATION
THOUGHT LEADERSHIP
BRANDAWARENESS SEO
CUSTOMERACQUISITION
CUSTOMERRETENTION
contentinspiration
*the* tool of choice foradministering all facets of content
June 21, 2011655 Likes
February 22, 2012832 Likes
10/19/2011 From keepsake to another bride's closet: Is the idea of “the dress” as a keepsake disappearing? 10610/4/2011 Wedding Trends: Twitter proposals and online cash for honeymoons: The wedding industry’s tailor-made for 2.0 7511/18/2011 Flower Girl or Ring Bearer Time? 7 Helpful Tips for Including Children at Weddings 6012/8/2011 Join Us Sunday, December 18 for our Second Annual Open House! 3610/1/2011 Save these dates! Upcoming events at Historic McFarland House 3411/3/2011 Need inspiration for your vintage, rustic or DIY-inspired wedding? Try these 7 creative wedding blogs! 3210/24/2011 Our entrance's brick steps are being repaired and restored by local brick mason Bill Unger of Shepherdstown 3010/14/2011 Mountain State Apple Harvest Festival: Queen Pomona's Reception and so much more! 2811/12/2011 The Women's Network & Dr. Michael McCarty Host "Heart Coherence" Self Empowerment Session for Professional Development 259/20/2011 Welcome to our newly launched blog (and web site)! 2011/5/2011 Recent Landscaping Upgrades to Our Backyard Event Area 2011/28/2011 Tea for the Holidays: An Afternoon of Tea, Friends & Entertainment Hosted by Historic McFarland House 1911/24/2011 From our family to yours, we wish you and yours all a loving, wonderful and happy Thanksgiving! 1410/27/2011 Come see us at this year's Martinsburg Expo 2011! 1212/12/2011 It never hurts to have superior, expert seamstress skills around here! 8
page views from blog posts
page views from news releases 10/1/2011 Coutoure Wedding Event of the Year 68
11/15/2011 Upscale Event House for Weddings, Social Gatherings and Business Affairs Launches Mobile Web Site 6312/15/2011 Historic McFarland House Hires New Catering Manager with Abundant Wedding Venue & Private Event Experience 57
HISTORIC MCFARLAND HOUSE - BLOG & NEWS PAGE VIEWS 2011 A2
Recommendations--> Blogging calendar w/Specific topics to be developed--> at least 1 new news item/release per month (ideally 2 but minimum 1)--> content must contain healthy, realistic dosage of keywords
OLDETOWNEPETRESORT.COM - PR & MEDIA 2011
pr summary 20116 otpr news releases via prnewswire1 advertorial article on i am modern magazine1 local article via leesburg today1 reference/mention in novadog magazine (print)2 otpr-sponsored blog posts on novadog blog
(06/21/11) Upscale Pet Resort Currently Under Construction in Loudoun County, Virginia
(06/24/11) Northern Virginia Pet Resort Launches New Blog to Highlight Its Expansion and Grand Opening Progress in Loudoun County
(07/26/11) Don't Turn Your Dog Into a Couch Potato
(08/08/11) Upscale Pet Resort Opens Second Location in Loudoun County, Virginia
(08/17/11) Last One In Is Still a Lucky Dog!
(10/26/11) Northern Virginia-based Olde Towne Pet Resort Senior Management Receive Elite Training at Renowned Ritz Carlton Leadership Center
(09/25/11) A Labor of Love: Olde Towne Pet Resort
(09/21/11) Dog owners spend as much as $274K for lifespan of a pure breed, study says
(10/09/11) Pet Boarding for the Holidays
(11/07/11) The Personal Side of a Pet Resort’s Grand Opening
(08/05/11) Preparing Your Pet for the Boarding Experience
(09/19/11) Olde Towne Pet Resort: The Ultimate In Pet Care Luxury
A2
SHARING THE CONTENT LOVE
sharing on twitter example A
TWEET EXAMPLES HIGHLIGHTING “DOUBLING UP”34% #smallbiz dread Twitter. Get full scoop here http://bit.ly/yxVQyO + here's why these �ndings should concern u http://bit.ly/yxVQyO
Just rolled out new version 2.3 features! Media release http://bit.ly/yxVQyO + what these upgrades mean to users here http://bit.ly/yxVQyO
Welcoming new Marketing Mgr today! Announcement here http://bit.ly/yxVQyO + how they will work w/our community here http://bit.ly/yxVQyO
For press releases,
don’t just tweet
release title and shor
t
URL ... make the
tweet interesting ...
pose a question or
share a key statistic
An occassional “double up” tweet plugs your blog AND your news release item ...
sharing on twitter example B
create a
micro−infographic
using a timely stat or
news brief and make
it into a regular
Twitter “column”
WEB TECHNOLOGIES & CAPABILITIESWeb Programming & Site MaintenanceDatabase Development, ConsultingSocial Media Integration & TechnologyCustom Application DevelopmentContent Management SystemsWeb Development Strategy & ConsultingMobile Apps for iPhone, BlackBerry, MoreShopping Carts & Electronic CommerceCloud Computing & Hosting
WEB DESIGN & CREATIVE SERVICESCustom Interface Design, UsabilityWordPress Blogs & CustomizationHTML, CSS templates, Usability, WireframesDesigns for Digital Downloads, PDFs, eBooksEmail Newsletter & Advertising DesignBranding, Identity & Presentation DesignVideo Editing, DVDs, MultimediaCreative Direction and ConsultingCustom Illustration & Artwork
MARKETING, PR, SOCIAL MEDIA Digital Marketing Strategy & ConsultationPR 2.0, Press Releases, Publicity OutreachSocial Media Engagement & InfluenceMobile Marketing Strategy & ExecutionContent Development & StrategyBlogging, Ghost blogging + Blogger RelationsEmail Marketing, Campaign DevelopmentAdvertising & Media PlacementSearch Engine Optimization
RUIZ MCPHERSON COMMUNICATIONS, LLC | 13800 COPPERMINE ROAD, SUITE 350 | HERNDON, VA 20171 | @ruizmcpherson | @mayraruizwww.ruizmcpherson.com | facebook.com/RuizMcPherson | 703.798.2619 | [email protected]
MAYRA RUIZ-MCPHERSONDigital Marketing Strategist
Our team is led by this long-time digital marketing addict.Her mission in life is to seek out opportunities to maximize the digital marketing potential of those who retain her.Ours is to support her and her clients in those very same efforts.
