#SWagger@stoneward

High Quality Content Serves Two Purposes

Attracts your readers and viewers and keeps them engaged.

Helps your site rank well in search engines. #SWagger

@stoneward

Common Content Marketing Goals

Awareness

Thought Leadership

Increase Number of Qualified Leads

Improving Conversion Rates

Lower Cost of Customer Acquisition

Enhance Customer Service

Better customer retention and upsells #SWagger@stoneward

Digital Swagger

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

#SWagger@stoneward

Digital Swagger

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

#SWagger@stoneward

What is Content Marketing?

Content marketing is placing yourself in the path of your customers and potential customers

without selling.

#SWagger@stoneward

What is Content Marketing?

Being:HELPFUL

INTERESTINGSURPRISINGDELIGHTFULENGAGING

TIMELYRELEVANT

without pushing products and services.#SWagger

@stoneward

What is Content Marketing?

Becoming known as a resource that people want to tap into again and again.

and again and again and again.#SWagger

@stoneward

Content marketing costs 62% less than other traditional marketing initiatives,

while it generates about three times as many leads.

#SWagger@stoneward

“What plagues CMOs the most is the ability to create sustainable and engaging

customer relationships while improving customer experience.”

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Digital Swagger

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

#SWagger@stoneward

WHAT IS A CONTENT HUB?

“If people like you, they’ll listen to you. But if they trust you, they’ll

do business with you.”

– Zig Ziglar

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their interests

your expertise

good content

How do you create a Content Hub?

Know your audience.

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How do you create a Content Hub?

Focus your topic.

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How do you create a Content Hub?

Organize your structure.

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How do you create a Content Hub?

Encourage discovery & engagement.

#SWagger@stoneward

coca-colacompany.com

Consumer Product

Incorporated in Main Site

Key Takeaways

• Build trust by knowing who you're talking to and how to talk to them

• Centralize focus & be the expert, not the Jack-of-All-Trades

• Make it easy to find, share and participate with your brand #SWagger

@stoneward

THE HUB IS YOUR HOME BASE.

IT IS THE HEART OF YOUR CONTENT MARKETING.

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Digital Swagger

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

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Created & Published with a Particular Audience

in MindVisual

Auditory

Written#SWagger

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Visual

Video

Photos

Illustrations

Charts/Graphics

Presentations#SWagger

@stoneward

VIDEO

Video is here to stay. It’s shareable and engaging.

VISUAL CONTENT

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VIDEO

A picture is worth a thousand words.

VISUAL CONTENT

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VIDEO

More than 1 billion unique visitors visit YouTube each month.

VISUAL CONTENT

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VIDEO

Easy to upload Easy to share

Viewable on all devices Easy to digest

Engaging Entertaining

VISUAL CONTENT

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VIDEO

Optimize Your Video For Mobile Viewing

VISUAL CONTENT

#SWagger@stoneward

VISUAL CONTENT

VIDEO

Optimize Your Video For Sharing

VISUAL CONTENT

#SWagger@stoneward

VIDEO

So, you want a viral video? That’s Easy!

VISUAL CONTENT

#SWagger@stoneward

VIDEO

How many eyeballs does it take to classify a video as viral? 20,000.

VISUAL CONTENT

#SWagger@stoneward

VIDEO

Create a strong enough emotion or reaction from a group of people that they feel compelled to

share it with others and that is success.

VISUAL CONTENT

#SWagger@stoneward

Key Takeaways

Make it mobile friendly.Make it shareable.Make it emotional.

VISUAL CONTENT

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Auditory

Video

Podcasts

Music

Interviews #SWagger@stoneward

#SWagger14@stoneward

AUDITORY CONTENT

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AUDITORY CONTENT

Written

Blogs

Q&A

How To

Testimonials

Avoid TLDR#SWagger

@stoneward

What gets shared?• Tech news, humor and entertainment content. • Travel, business, food content is less likely to go viral. • Facebook: short time lapse between share and click back. • Tumblr, Google+ and blogging: longer time lapse between

share and click back. • Reddit, Tumblr, Twitter provide the most click backs per

share.

WRITTEN CONTENT

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Brand Journalism

Research, storytelling and reporting for a non-media company, in that company’s line of business, with the

goal of thought leadership.

WRITTEN CONTENT

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Brand Journalism

1. Advertisers have become publishers. 2. Brands are using journalism hubs to share news

and images to connect with consumers in a "high trust" presence.

3. Digital allows for words, pictures, audio, video; you're not limited when it's online.

WRITTEN CONTENT

#SWagger@stoneward

Digital Swagger

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

#SWagger@stoneward

Distribute

For every one hour spent creating content, spend four hours figuring out how to distribute it.

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Distribution Channels

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Paid Media

Paid media is most valuable for building awareness among consumers about a product,

service, or promotion.

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Banner Advertising

Search Advertising

Native Advertising

Sponsored Social Posts

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Owned Media

Social media is a horizontal layer that touches every part of your business: customer service to

acquisition to retention.

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Social Media

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Blog Facebook Twitter

Instagram Pinterest Snapchat YouTube Google+ Tumblr

Periscope Reddit #SWagger

@stoneward

The Benefits of Social:

Word-of-mouth referrals/shares.

Search engine optimization.

Learning from your audience through conversation.

Demonstrating brand personality.

#SWagger@stoneward

#SWagger14@stoneward

#SWagger@stoneward

#SWagger@stoneward

#SWagger14@stoneward

#SWagger@stoneward

#SWagger@stoneward

Earned Media

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You can't be effective as an online brand journalist, unless you're online, a lot.

Auditing sites that tell me what the media is doing.

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You can't be effective as an online brand journalist, unless you're online, a lot.

Auditing personal feeds, posts of journalists that we've targeted

on behalf of our clients.

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You can't be effective as an online brand journalist, unless you're online, a lot.

Engaging on a personal level with the journalists online and in person when possible and respond to journalists.

#SWagger@stoneward

#SWagger@stoneward

You have to be so familiar with the story you're telling, you could do so in 140 characters.

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Create a personal "brand" as a thought leader, trusted journalist.

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Show gratitude in a very public way.

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Digital Swagger

The HubCreatingContent

DistributingContent

Measuring & Optimizing

What is Content Marketing

#SWagger@stoneward

Measurement

“Digital marketing and analytical thinking are the most sought after specialized skills within the

marketing function.”

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What is working?

Where should you spend your time?

Can you use the data gathered for predictive analysis?

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shareslikes

visits

time spent on siteviews

clicks

impressions

pages

opens

forwards

retweets comments

sign-ups

joins

conversions

engagements

#SWagger@stoneward

If you don’t measure it, did it happen?

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