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The Intersection of Content and Social Media Marketing:
Distributing Content Across Social
Mark LernerDirector of Marketing, Oktopost
A Bit About Me... Mark Lerner MBA
• Originally from New York
• Made Aliyah in 2011
• MBA (Marketing from FAU)
• BA in Psychology (Boston University)
• 4+ years in digital marketing
• Currently Director of Marketing at Oktopost – a social media marketing platform for B2B
• Heavily focused on social media, content marketing, various digital media
How Do YOU Define Content Marketing?
How Others Define Content Marketing
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.
How I Define Content Marketing
Content Marketing is the creation of content with the purpose of providing valuable information to your target market. The content should not be overtly promotional, but is meant to create awareness and establish thought-leadership
Agenda
• History of Content Marketing
• How Social Has Changed• Evolution of Content
Marketing• Distribution of Content
Through Social• Best Practices• Measuring Success
The Evolution of Content Marketing
Traditional• Direct Sales• Print Advertising • Brochures, Catalogues• Branded Magazines• TV, Radio, Mail
Digital• Case Studies• eBooks• White Papers• Blog Posts• Webinars
Social• Facebook Pages• LinkedIn Groups• Twitter Messages• Google+ Pages• Slideshare Decks
Fragmentation of Social Media
Social: Not Just For Kids Anymore
Social: Not Just For Kids Anymore
• Millions of teens left Facebook for “cooler” networks
• Fastest growing demographic is 55+
• Platforms like LinkedIn Exclusively for Business
• Twitter is a perfect content distribution tool
87% of B2B marketers use social media to distribute content
Social and Content: The Same Rules
• Provide value• Don’t promote• Create and share
engaging content• Know your audience• Be relevant
Key TakeawayIt’s NOT about you
LinkedIn: By Far The Best For B2B
*Based on Oktopost User Activity
Don’t Shy Away From Groups
*Based on Oktopost User Activity
LinkedIn Discussion Group Best Practices
• Don’t Promote
• Distribute Valuable Content
• Ask Questions in Posts
• Watch Out for SWAM!
• Engage
• Listen
• Network
• Read the Rules
Twitter: The Open Platform
• The only “open” platform
• If you aren’t active, don’t use Twitter
• Distribute valuable content
• Tag thought-leaders
• Use relevant hashtags
• Curate, Curate, Curate
• Engage
• Listen
Social Media for Content Curation
• Social posting is not only about your own content
• Turn your social channels into a place people will come to find quality content
• Scour the web for relevant content
• Third party platforms can help identify content to curate
#1 Goalis
Lead Generation
#1 Metricis
Web Traffic
#1 Goalis
Lead Generation
Measuring Success: Like Likes, Love Leads
Manage Social Posting
MeasureWhat Matters: Conversions
PublishAcross the Social Web
See ROI
Measuring Success: Like Likes, Love Leads
The Oktopost Solution
