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Capture, Connect and Communicate with
Content Marketing
Jessica L. Levin, MBA, CMP
About Me About My Company
@Jessicalevin
Just the Facts
• B2B Marketers allocate approximately 26% of their budgets to content marketing
• The biggest challenge facing content marketers (36%) today: Producing Engaging Content
• 51% of content marketers plan to increase their budgets over the next 12 months
• Source: Marketo
Just the Facts
The most popular content marketing tactics used by businesses today include: • Social Media (79%) • Article posting (78%) • In-person events (67%) • eNewsletters (61%) • Case Studies (55%)
Source: Marketo
WHAT THE HECK IS CONTENT MARKETING?
Video
Blogs
Newsletters
Interviews
Photos
Community
Apps
Social Media
Events
Website
Podcasts White Papers Case Studies
QR Codes Surveys
Infographics
Strategy
Planning
Access
Strategy
• What do you want to accomplish? Goals and Objec?ves?
Evalua?on
• Based on your goals and resources which channel(s) are best for your organiza?on?
Planning
• How are you going to accomplish your goals? Scheduling, etc.
Implementa?on • Just Do it!
Measure • What’s working? What’s not?
Content Marketing Checklist
Factor Things to Consider
Goal AQrac?ng new aQendees? Keep ‘em coming back?
Time Available How much ?me does the channel take per day/week/month?
Audience Where does your market get it’s content?
Time Sensi?vity How quickly does you message need to get out?
Technical Is programming involved? Will training be needed?
Budget Do you have money to outsource wri?ng, etc.?
Mommy, Where Does
Content Come From?
Who Provides Fuel for Thought?
• Attendees • Vendors • Staff • Speakers • Competitors (Coopetition) • Industry • Government • Random
Content Sources
• Twitter, Facebook, LinkedIn, Google+ • Magazines • Newspapers • Blogs • Suggestion Tools (Zite, Feedly,
Stumbleupon) • Conversations • TV/Radio
Newsletters
Format • Paper vs. Electronic • Frequency • Contributors
Audience • Members/Clients • Potential Members/
Prospects
Have you considered sending
abbreviated versions to prospects?
Webinars
Live vs. Prerecorded
Free vs. Paid Members/Attendees
Only?
Selling During a Webinar: OK or Not OK?
Virtual Passes
Interviews
Interviews can be great teaser content for mee?ngs and
events.
Blogs
Blogs
Video
Surveys
Providing an executive
summary can be a great
marketing tool.
SHRM has a great example
of content marketing with
preferred pricing for
members.
Social Media
New kid on the block!
Graphical Sharing
• Photo boards that express personal interests.
• Can be used by people or brands. • Great for visual products. • Huge trend in graphical social networks.
Customized Pinterest Boards
Brands on Pinterest
Brands on Pinterest
Community
Peer-to-Peer Communities Encourage Content Generation Through Interaction Discussion and
Knowledge Sharing!
BUT, WE CAN’T GIVE IT AWAY…
Marketing
Lead Generation
SEO Know Thy
Benefits of Membership
Member Benefits
What content is unique enough for members/aQendees only?
Thought Leadership
Thought Leadership
Is Your
Organization
a
Rockstar?
Where to Spend Your Time?
Content Marketing Checklist
Factor Things to Consider
Goal AQrac?ng new aQendees? Keep ‘em coming back?
Time Available How much ?me does the channel take per day/week/month?
Audience Where does your market get it’s content?
Time Sensi?vity How quickly does you message need to get out?
Technical Is programming involved? Will training be needed?
Budget Do you have money to outsource wri?ng, etc.?
Remember This?
Sample Content Schedule: National Pudding Manufacturers and Retailers Conference
Date Channel (S) Topic Who
Week 1
February 20, 2012 Blog Pudding Sales on the Rise JL
February 21, 2012 Facebook/TwiQer Organic ingredients MC
February 22, 2012 YouTube Teaser from keynote speaker JL
February 23, 2012 Facebook /TwiQer Tips about mee?ng des?na?on MC
February 24, 2012 Facebook/TwiQer Promote aQendees content MC
Week 2
February 27, 2012 Blog Green Pudding Manufacturing JL
February 28, 2012 Facebook/TwiQer Green manufacturing trends MC
February 29, 2012 Facebook/TwiQer Retail marke?ng trends MC
March 1, 2012 Monthly Podcast Interview with pudding retailer MC
March 2, 2012 Facebook/TwiQer Promote aQendees content MC
“The Speakers Who Don’t Leave”
Jessica L. Levin, MBA, CMP President and Chief Connector Seven Degrees Communica?ons
@jessicalevin www.linkedin.com/in/jessicalevin
jlevin@sevendegreescommunica?ons.com 908-‐912-‐4418