Advanced Content Marketing Strategies10 Ways to Create Content that Succeeds

Amanda NelsonManager, Content

Salesforce.com

Today You Will LearnContent marketing is nothing new, but with the

growth of social media and web content, your

brand needs to incorporate content marketing into

your daily lives now, more than ever before. Many

sessions give you examples of great brands doing

great things, but what if you need to start the

process today?

Here are 10 actionable, start-as-early-as-now

strategies to get your content marketing moving.

1. I am manager of content at Salesforce.com

2. I lead a team of strong writers creating awesome, helpful content for our audience

3. I come from the start-up world

4. My background is in ad agencies

5. I’m from NY but live in Connecticut

10 Things You Should Know About Me

6. I live with a one-year-old and all he does is eat

7. My husband shoots for the Discovery Channel

8. My favorite dog breed is the border collie

9. I am a tap dancer10. I am a writer and a marketer, so

content marketing is the perfect fit

10 Things You Should Know About Me

10 Ways to Create Content that Succeeds1. Make the customer the hero2. Mobilize your entire company3. Stick to your business goals4. Create a content engine5. Take intelligent risks6. Be a storyteller7. Go beyond text8. Gather content from others9. Be transparent10.Have a timed approach

Make the Customer the Hero1.

70% of case studies are effective/very effective*

*Content Marketing Institute 2012 Study

Showcase Customer Stories: Be Human

vs25% increase inleads generated

500 new faces entered our stores

vsBenefitted ourBottom line

It saved our company$30,000

vs

vs

Your audience is human. Write like a human and they will respond.

Mobilize your Entire Company2.

In-Sourcing

IT

Marketing

HR Sales

Training

ExecsFinance

Engineers

Customer Service

In-Sourcing

IT

Marketing

HRSales

Training

ExecsFinance

Engineers

Customer Service

Content Hub

Content marketing isn’t a strategy. It’s a way of life.

Stick to your Business Goals3.

$ $$ $$$

Start each day by reciting your marketing goal. It will guide your content.

Create a Content Engine4.

EBook 5 Blog Posts

Video

Audio Book

Infographic

Slideshare Presentation

Podcast

Ebook 5-10 blog posts

Influencer interview

Slideshare presentation

Infographic

Checklist/quiz

Results

Q1 FY14

Q2 FY14

400000 450000 500000 550000 600000

Blog Visits Increase 21% Quarter over Quarter

Results

Q1 FY14

Q2 FY14

20000 25000 30000 35000 40000 45000 50000

Ebook Form Completes Increase 93% Quarter over Quarter

Reduce, Reuse, Recycle: it’s a content marketing mantra too.

Take Intelligent Risks5.

“By the time I was fourteen … the nail in my wall would no longer support the weight of the rejection slips impaled upon it. I replaced the nail with a spike and kept on writing.”

-- Stephen King

The best content comes from those who are friends with failure. #SMSSummit

Be a Storyteller6.

Find the stories no one else is telling and tell them.

Go Beyond Text7.

This sums up my day perfectly: [insert image link]

Gather Content from Others8.

Who’s telling the story is just as important as the story itself.

Be Transparent9.

Being a transparent brand encourages trust. And a slew of great content.

Have a Timed Approach10.

With content, timing is everything.

Advanced Content Strategies

1. Make your Customer the Hero2. Mobilize your Entire Company3. Stick to your Business Goals4. Create a Content Engine5. Take Intelligent Risks6. Be a Storyteller7. Go Beyond Text8. Gather Content from Others9. Be Transparent10. Have a Timed Approach

 www.onlinemarketinginstitute.org 

Thank You!

Learn more at