Content Is Still King: Providing Ongoing Value

to Customers

Agenda

• Content Overload• Keep it simple• Content is more than words• Socialize your content

What is Content Marketing

Content marketing is like stock — a building-block ingredient for nearly all of a company’s “dishes.”

Joe Chernov (@jchernov)

The State of the Inbox & Social

• More than 2.8 million emails were sent every second in 2011

• About 100 trillion emails were sent over the course of the year

• If Facebook were a country, it would be the 3rd largest

• Facebook has more than 800 million active users

• More than 50% of active users log on to Facebook in any given day

• The average FB user has 130 friends• The average FB user is connected to 80 community pages, groups and events

• Twitter has over 100 million active users worldwide, half of whom log in daily

• 40 percent of active users simply sign in to listen to what’s happening in their world

* Stats courtesy of www.radicati.com

Best Advice Ever?

Relevancy Rules

Combating Content Overload

Nearly 60% of B2B marketers reported that they tailor content by solution use case and 69% create targeted content by vertical.

Content

• What’s Your Story?• Put your audience first • Your readers must desire your

content• They must invite you into their

circle of trust

Content Ideas

• Content is designed to educate, inspire, and for aspiration and initiation–Pop Culture–Cause Marketing (TOMs)–Controversial? Risk–Funny

How Do You Do It Sally?

• Know your business• Know your customer• Keep it light• Find your hook• Humor

Start with a Concept

• Pick a product to promote

Tell the Story

Another Example – Product

Then Tell the Story

Voice

• Be natural- be real• Write like you talk• Approachable – not clinical• Take the fear factor out• Skincare can be scary• Have fun with it

Voice

Keep It Simple

• Hook ‘em with subject line• Engage ‘em with graphics• Reel ‘em in with clever copy• Close ‘em with great CTA

Simple Examples

Simple Examples

Simple Examples

Why Less is More Works

• Easy to scan• Your message and CTA stand out• Takes less time to create the

content• More opportunity to contact vs

squeezing everything into one

Content is More than Words

• Video • Infographics - http://visual.ly• Charts• Live demos• User generated- quotes,

testimonials

Video Content

• YouTube is now streaming 4 billion online videos daily!

• 60 hours of video is now uploaded to YouTube every minute

• 75% of Fortune 500 executives view online video at work

Video Content

• How-to videos• Day in the life• Customer testimonial

Infographics Are the New Black

How to Improve Your Content?

• You be you – authentic• Be a story teller – but do it short

& sweet• Make it easy to share • Love what you do• Be awesome

How Social is Your Content?

• Invite readers to share• Focus on engagement (use FB

insights)• Facebook edge rank – based on user

affinity, weight and time decay• Test, test and test some more

The “It” Factor

• Swagger Wagon – spin on pop culture

http://www.youtube.com/watch?v=ql-N3F1FhW4

Tim Tebow - #1 best selling jersey before he ever played

http://www.youtube.com/watch?v=WO8imsZl1F8&feature=player_embedded#!

Social Examples

• Coca- Cola and Starbucks are 2 of the top 100 Facebook pages

Those %$** Obstacles

• Time• Proactive but real time• Feeling like you have to do it all

Content Is Still King Wrap Up

• What’s Your Story• Keep it Simple• Make it easy to share

Questions?

Kim Stiglitz, VerticalResponse Director Lifecycle Marketing

@Stiggy1

Sally Waters, Owner & Founder Birdy Botanicals