Content Marketing: Make it Work

Presented by:

&#ContentWorks

Agenda

• What is Content Marketing?

• What makes it so hard?

• Top 8 Complaints

• Conclusions

• Q&A

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Poll:

What is your content marketing level?• Beginner• Intermediate• Advanced

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What is Content Marketing?

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What is 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.

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What Makes It So Hard?

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Poll:

What is your biggest content marketing complaint?

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Top 8 Complaints

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How do I pick a topic?

“What do our prospects want to read?”

“Are people really going to be interested in what I have to say?”

“There’s already so much content out there. How can I be unique?”

Problem

#1

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Picking a Content Topic

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Picking a Topic: Competitors

• What is a topic that my competition is not covering sufficiently?

• Competitorso Marketplace competitorso Trade Publicationso Media Outletso Bloggers

• Tools

• Google Search

• Social Media

• Google Keyword Tool#ContentWorks

Picking a Topic: Audience

• In which topic is your target audience interested?

• On what topic is your company a unique expert and authority?

• Toolso Messaging Frameworkso Surveys and pollso Sales Team

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Picking a Topic: Content

• What topic has sufficient existing content?

• Tools:o Google News / Blogso Media monitoring listo Twitter Search

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Picking a Content Topic

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Insufficient Content

"Our blog has not been updated in 3 months."

"I feel like I just finished writing a blog post, and now it's time for another??"

"I can't think of anything new to say."

"I wish I had a whole editorial staff"

Problem

#2

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The Content Beast

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• Blog Posts• News Sites• Newsletters• Social Media• Podcasts• eBooks• Special Reports• Infographics• Polls & Surveys• Video• Webinars

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www.curata.com/resources

Content Curation

“A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”

-Rohit Bhargava

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Distributing Content

"I have a lot of content now, what do I do with it all?"

"What are the right outlets for each piece of content I've created?"

Problem

#3

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Think of Your Content as a Meal

Appetizer- 140 Characters or Less

Facebook, Twitter, LinkedIn, Pinterest

EntreeBlog, Community, Forums,

Micro-sites

DessertWebsite

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Unlocking Content

“Our content is silo-ed within our organization."

"Not sure how to unlock the content we have within our organization."

"How do I empower contributors?"

Problem

#4

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Breaking Down the Silos

• Empower writers

• Write it for them

• Do Q/A posts

• Video?

• Teach writers about the benefits

• Enable contributores with topics, keywords, & messages

• Show them how their post did afterward…

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Quality vs. Quantity

"Do I spend the next 6 weeks writing an eBook, or writing 10 blog posts?"

"I feel like most of my content is regurgitation. I feel like I am in an echo chamber."

Problem

#5

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Measurement

"I'm doing all of this writing, is it working?"

"What Key Performance Indicators (KPIs) should I put in place for my content marketing efforts?"

"How do I justify my budget?"

Problem

#6

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Measurement: Beginner

• Content Throughputo Who is publishing?o How stale is it?o Where is it getting stuck in publishing

process?o How much content are we publishing?

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Measurement: Advanced

Engagement

• Tracking what content is gaining readers

• What blog posts get comments

• What is the average time on site

• What is the click path

• Top content themes that refer to your website

• What content items gain the highest bounce rate

Dashboard

• Pick 5 KPIs to measure against monthly

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Voice of the Content

"What is my voice?"

"Who are the voices?"

"What channels make sense per voice?"

Problem

#7

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Let Your Voice be Heard

YOUR MESSAGE

M O D E R N W E B M A R K E T I N G U N I V E R S E

CUSTOMER BASE

PEOPLE YOU MARKET TO

EVERYONE ELSE

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Finding Your Voice

• What does your brand stand for?

• What tone do you want to communicate?

• What do your prospects/buyers expect?

• What tone does your competitors use?

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Carry Your Style Throughout

Putting it to Work

“I can create content, but how can I get it to meet my marketing goals?”

“How can I get people to share it?”

“How can I get it to help with SEO?”

“How can I get more leads from it?”

Problem

#8

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Pick your battles

What is your goal?

o Is it to get more leads?

o Is it to get more followers?

o Is it to get press coverage?

o Is it to grow your email list?

o Is it to increase in search engine rankings?

Problem

#8

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Problem

#8

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LeadsSharing

eBook

Long

Downloadable

Your Site

Infographic

Short

Online

Other Sites

What do I do now?

1. Unlock the hidden content gems

2. Develop your content marketing menu

3. Set Your Baseline Content Throughput and Goal

4. And Make it Work!

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Free eBook:5 Simple Steps to

Becoming Content Curation Rockstar

Download at

www.curata.com

New Video!Stop the insanity, get off the web content management

merry go round!

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View at www.percussion.com