Help I’m a content marketer

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@

15 easy to implement content tips you can start using tomorrow

with

René PowerDigital & Business

Development Director, BDB

Help – I’m a content marketer!

The challenge of contentThe challenge of content

The challenge of content

Running before you can walk?

Not cool.

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Being seduced by the dark side of technology?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Not seeing results?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

You’re not alone

Whilst 56% saw content marketing have an impact on sales:

15% said they saw 'little or no increase’

29% simply did not know the impact of content marketing

Half of marketers (46%) find demonstrating content ROI a key challenge.

2013 Content Marketing Benchmarking Report

You’re not alone

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Your world changed

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

‘Old’ marketing doesn’t work any more

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

There’s too much noise

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

And too much competition…and too much competition

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Tomorrow: Rethink how you push material out to customers and consider it from their perspective

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Getting started

Getting started

Assign responsibilityAssign responsibility

Tomorrow: Can you identify a managing editor and a few contributors?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Visit watering holesVisit watering holes

Tomorrow: Check out one media site, Linkedin group, portal or trade association to identify opportunities

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Map content to buyersMap content to buyers – Establish

your value add

Tomorrow: Establish what the absolute benefit you provide?

Access your media everywhere

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Audit what you haveAudit what you have

Tomorrow: Ask everyone in the organisation for one highlight from the last twelve months

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Content audit template

Tomorrow: Match what customers are looking for in groups to what you offer

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Curation and creation

Curation and creation

Curate

Curator [Cu-ra-tor]Noun: A keeper or custodian of a museum or

other collection

Curate

Tomorrow: Use ONE of the following cool ‘curation’ tools….

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Source content with Feedly

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Twitter / Twittersearch

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Maximise internal ideas with Yammer

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Create new content

Create new content

Tomorrow: Repackage existing content > release to blog to newsletter to case study to whitepaper

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

PR is the bedrock of content marketing

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Most used >> Most effectivePress releases Case studyBlog posts WhitepaperCase studies Video

PR: the bedrock of content marketing

Evernote case study marketing

Tomorrow: Check out the case study http://bit.ly/181fhoo

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Using case studies

Ten things you could blog tomorrow

Repurpose a press release, upload a presentation, manual and more

Comment on a news story affecting your industryComment on latest research / dataWrite a round up once a week of your industryProvide an industry resource listReport on an event – this event?Write up a customer case studyOffer a guest post (and reciprocate) Solve an industry problemTake a provocative stance on something that

needs to change

Tomorrow: Put a blog post (or news story) on your website and tell people about it!

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Ten things you could blog tomorrow

Intercom cool blogging

Eshots and enewsletters

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Eshots and enewsletters

Packaging sector whitepapers

• See ebook – Bosch, Toledo in packaging

Using whitepapers

Tomorrow: Establish one industry problem you can write a guide about

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Zendesk using video

Tomorrow: Check out http://www.zendesk.com/why-zendesk

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Using video

Staying organised

Staying organised

Create a calendarCreate a calendar

Tomorrow: Plan & be realistic. Start out

with one post, one

news story a week,

one piece of lead gen content a quarter, one eshot a

quarter

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Never miss an idea with Evernote

Tomorrow: Sign up to Evernote for free and try it out – great for those long commutes!

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Never miss an idea with Evernote

Define what success will look likeDefine what success will look like

Tomorrow: What does success look like to you? Build activity to achieve it whether vanity or sanity

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Your one-a-day prescription for the next 3 weeks!

1. Customer perspective

2. Contributors

3. Watering holes

7. Curation tool

8. Repackage one

element as blog

9. Case study

4. Absolute USP benefit

5. Highlights

6.Match propositions

& requirements

10. One news story

11. One industry

problem

12. Video

Extras:

16. Subscribe to my

blog

17. Buy my book from

Amazon (or ask nicely for a

free review copy)

13. Plan / calendar

14. Ideas capture

15. Success

metrics

Your one-a-day prescription for the next 3 weeks!

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Image / reference credits

1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/ 3 – Runner http://www.marksdailyapple.com/physical-effects-poor-training-marathon/#axzz2exskx4Nr4 – Apple Death Star http://geardiary.com/2012/10/05/my-journey-to-the-dark-side-er-apple-is-complete/5 – Paul Lambert http://images.football365.com/13/01/800x600/Aston-Villa-v-Southampton-Paul-Lambert-pa_2884893.jpg 6 – Animation

http://2.bp.blogspot.com/_oHmrz8xVAH8/TSU7L9Jz9dI/AAAAAAAAAQw/I9PutMsyVTo/s200/dans-poor-performance-lg-14402296.jpg 7 – People http://www.noexcuseshr.com/2013_04_01_archive.html 8 - Marketing http://mkt4pontozero.blogspot.co.uk/2011/02/conversa-novo-marketing-30.html 9 – An Internet minute http://www.mediabistro.com/alltwitter/internet-minute_b38168 11 – Service http://debbielaskey.blogspot.co.uk/2012/04/tale-of-marketing-and-customer-service.html 13 - Batman http://communicatebetterblog.com/root/ 15 - Added value http://www.creativ.com.au/ipad-application-developers/ 16 – Content audit http://www.madhavighare.com/web-writing/what-is-a-content-audit 17 – Content audit template http://johnmccrory.com/2011/10/the-handy-dandy-content-audit-template/ 23 – B2b content types http://www.marketingprofs.com/charts/2013/10888/how-b2b-content-impacts-buying-decisions-infographic 27 – Intercom blog http://insideintercom.io/if-its-important-dont-hack-it/ 29 – Screen grabs from www.packworld.com 32 – Calendar http://carmencollins.files.wordpress.com/2011/08/content-calendar.jpg 33 – Evernote http://www.macstories.net/news/evernote-announces-major-redesign-of-ios-app/

Additional resources: Hubspot

Image credits

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

MY 330 page Kindle eBook on B2B digital marketing available now at Amazon

This and hundreds of other guides and resources are available to Smart Insights Expert members.

rene@bdb.co.ukwww.bdb.co.uk @renepower http://marketingassassin.co.ukblog

http

More on content marketing?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13