• Save
Content & Conversations
Upcoming SlideShare
Loading in...5
×
 

Content & Conversations

on

  • 2,247 views

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.

Statistics

Views

Total Views
2,247
Slideshare-icon Views on SlideShare
1,928
Embed Views
319

Actions

Likes
9
Downloads
1
Comments
0

9 Embeds 319

http://marketinginteractions.typepad.com 257
http://www.business2community.com 19
http://www.linkedin.com 16
http://www.b2cmarketinginsider.com 13
http://www.customerthink.com 9
http://www.sys-con.com 2
http://paper.li 1
http://www.digitalmarketingone.com 1
http://translate.googleusercontent.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Content & Conversations Content & Conversations Presentation Transcript

    • Create a Content Strategy for Lead Momentum
      Content & ConversationsContent Marketing + Social Media
      Presented by Ardath AlbeeCEO & B2B Marketing Strategist
    • Marketing Today
    • Opportunities
      Building more personalized relationships
      Increased credibility >> consistency
      Immersive engagement
      Expanded reach
      Be Human
    • 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
    • The Marketing Shift
      ©2009-2011 Marketing Interactions, Inc.
    • Challenges
      Context |Content |Conversations | Consistency | Cost
    • Context Rules!
    • Content is Marketing Currency
      Marketing Content
      Vendor Currency
      Engagement Level
      Buyer Currency
    • Conversation
    • Consistency
      Blog
      Website
    • 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
    • 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…
    • Think “Hub”
      Website
      Social/Earned
      Blog
    • Hub = Content + Conversations
      Email Invitations
      Tweets
      Press Release
      Articles
      BlogPosts
      Lead Database
      LinkedIn Status/Groups
    • An Event Hub
    • 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
    • Content Hubs Amplify Goals
      Content Hub
    • Content Hub Case Study
      eBooks
      Webinars
      Syndication
      Website
      Blog
      Pocket Guide
      Email
      Tweets
    • 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!
    • 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?
    • Think About What You’re Saying
      Courtesy of We Make Clouds
      By Mike Farah & J. Longo
    • Do Not Forget
      Your audience now has an audience of their own.
      Word travels FAST!
    • Monitor for Response Patterns
    • 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.
    • Thank You!
      Ardath Albee, B2B Marketing Strategist
      Marketing Interactions, Inc.
      Web:www.marketinginteractions.com
      Twitter:@ardath421
      Blog:http://marketinginteractions.typepad.com