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Content & Conversations

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I presented this session on Content and Conversations: Content Marketing + Social Media at the Content Marketing Strategies Conference 2011.

I presented this session on Content and Conversations: Content Marketing + Social Media at the Content Marketing Strategies Conference 2011.

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Transcript

  • 1. Create a Content Strategy for Lead Momentum
    Content & ConversationsContent Marketing + Social Media
    Presented by Ardath AlbeeCEO & B2B Marketing Strategist
  • 2. Marketing Today
  • 3. Opportunities
    Building more personalized relationships
    Increased credibility >> consistency
    Immersive engagement
    Expanded reach
    Be Human
  • 4. What Buyers Want
    Helpful Information
    Insights to Problems
    No Pressure
    Choice
    Instant Gratification
    Guidance
    Set Their Own Pace
    Increased Confidence
    Professional Success
    Less Risk
    Conversations
  • 5. The Marketing Shift
    ©2009-2011 Marketing Interactions, Inc.
  • 6. Challenges
    Context |Content |Conversations | Consistency | Cost
  • 7. Context Rules!
  • 8. Content is Marketing Currency
    Marketing Content
    Vendor Currency
    Engagement Level
    Buyer Currency
  • 9. Conversation
  • 10. Consistency
    Blog
    Website
  • 11. Cost
    Fuel is expensive
    Perception is hard to change
    Free isn’t cheap
    Conversations never end
    Resources are limited
    Leads are a terrible thing to waste
  • 12. Social Media is Content Marketing
    At least 85% of Executives are using Social Media during the purchase decision.
    - Forrester Research
    The ultimate question you need to ask yourself about social is…
  • 13. Think “Hub”
    Website
    Social/Earned
    Blog
  • 14. Hub = Content + Conversations
    Email Invitations
    Tweets
    Press Release
    Articles
    BlogPosts
    Lead Database
    LinkedIn Status/Groups
  • 15. An Event Hub
  • 16. One Asset = One Goal
    Tweet > Web Traffic
    eBook > Credibility
    White paper > Lead Generation
    Email > Click Thru
    Syndication > Awareness
    Blog Post > Thought Leadership
    Article > Lead Nurturing
  • 17. Content Hubs Amplify Goals
    Content Hub
  • 18. Content Hub Case Study
    eBooks
    Webinars
    Syndication
    Website
    Blog
    Pocket Guide
    Email
    Tweets
  • 19. Results
    Pocket Guide downloads – 7,000
    Webinars – 1,000 attendees each
    Individual guides – 3,000 downloads each
    Series of 5 emails – 143,000 impressions
    Social Media – Twitter, LinkedIn, Blog
    Complete book downloads associated with 7 Deals
    Three book chapters combined influenced 10 deals
    Combined webinars influenced with 11 deals
    Content + Conversations Influenced 28 Deals!
  • 20. Plan Your Moves
    Rule of 5
    One asset
    5 ways to use it
    Use repetition wisely
    Think Niche
    Topics & Themes
    Incite Action
    What’s the 1 thing?
  • 21. Think About What You’re Saying
    Courtesy of We Make Clouds
    By Mike Farah & J. Longo
  • 22. Do Not Forget
    Your audience now has an audience of their own.
    Word travels FAST!
  • 23. Monitor for Response Patterns
  • 24. A Few Final Thoughts
    Assess your social profiles from the outside.
    Pay attention to attention.
    Nurturing doesn’t depend on a database.
    Claim your niche and stick with it.
    Be patient, persistent and consistent…across all channels.
    Ask for the action.
  • 25. Thank You!
    Ardath Albee, B2B Marketing Strategist
    Marketing Interactions, Inc.
    Web:www.marketinginteractions.com
    Twitter:@ardath421
    Blog:http://marketinginteractions.typepad.com