Help I’m a content marketer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@
15 easy to implement
c...
The challenge of contentThe challenge of content
The challenge of content
Running before you
can walk?
Not cool.
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Being seduced by
the dark side of
technology?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Not seeing
results?
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
You’re not alone
Whilst 56% saw content marketing have
an impact on sales:
15% said they saw 'little or no increase’
29% s...
Your world changed
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
‘Old’ marketing doesn’t work any
more
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
There’s too much noise
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
And too much competition…and too much competition
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Tomorrow:
Rethink how you
push material
out to customers
and consider it
from their
perspective
@renepower www.marketingas...
Getting started
Getting started
Assign responsibilityAssign responsibility
Tomorrow: Can
you identify a
managing editor
and a few
contributors?
@renepower...
Visit watering holesVisit watering holes
Tomorrow:
Check out one
media site,
Linkedin group,
portal or trade
association t...
Map content to buyers
Map content to buyers – Establish
your value add
Tomorrow:
Establish what
the absolute
benefit you
p...
Audit what you haveAudit what you have
Tomorrow: Ask
everyone in the
organisation for
one highlight
from the last
twelve m...
Content audit template
Tomorrow:
Match what
customers are
looking for in
groups to what
you offer
@renepower www.marketing...
Curation and creation
Curation and creation
Curate
Curator
[Cu-ra-tor]
Noun: A keeper or custodian of a museum or
other collection
Curate
Tomorrow: Use
ONE of the
fol...
Source content with Feedly
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Twitter / Twittersearch
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Maximise internal
ideas with Yammer
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Create new content
Create new content
Tomorrow:
Repackage
existing content
> release to blog
to newsletter to
case study t...
PR is the bedrock of content marketing
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Most used >>...
Evernote case study marketing
Tomorrow:
Check out the
case study
http://bit.ly/181fhoo
@renepower www.marketingassassin.co...
Ten things you could blog tomorrow
Repurpose a press release, upload a presentation,
manual and more
Comment on a news s...
Intercom cool blogging
Eshots and enewsletters
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
Eshots and enewsletters
Packaging sector whitepapers
• See ebook – Bosch, Toledo in packaging
Using whitepapers
Tomorrow:
Establish one
industry
p...
Zendesk using video
Tomorrow:
Check out
http://www.zendesk.com
@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgeb...
Staying organised
Staying organised
Create a calendarCreate a calendar
Tomorrow: Plan &
be realistic. Start out
with one post, one
news story a week,
one piec...
Never miss an idea with Evernote
Tomorrow: Sign
up to Evernote
for free and try
it out – great for
those long
commutes!
@r...
Define what success will look likeDefine what success will look like
Tomorrow:
What does
success look like
to you? Build
a...
Your one-a-day prescription for the
next 3 weeks!
1. Customer
perspective
2. Contributors
3. Watering holes
7. Curation to...
Image / reference credits
1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/
3 – Run...
MY 330 page Kindle eBook on B2B digital
marketing available now at Amazon
This and hundreds of other guides and
resources ...
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Help - I'm a content marketer! On the Edge digital conference Sept, 2013

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Creating good marketing content that endures is a significant challenge for most modern marketers. In a practical presentation with scores of examples, René outlined how you can put your expertise and experience at the centre of your marketing effort with 15 tips you can implement the very next day after the conference.

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Help - I'm a content marketer! On the Edge digital conference Sept, 2013

  1. 1. Help I’m a content marketer @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@ 15 easy to implement content tips you can start using tomorrow with René Power Digital & Business Development Director, BDB Help – I’m a content marketer!
  2. 2. The challenge of contentThe challenge of content The challenge of content
  3. 3. Running before you can walk? Not cool. @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  4. 4. Being seduced by the dark side of technology? @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  5. 5. Not seeing results? @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  6. 6. You’re not alone Whilst 56% saw content marketing have an impact on sales: 15% said they saw 'little or no increase’ 29% simply did not know the impact of content marketing Half of marketers (46%) find demonstrating content ROI a key challenge. 2013 Content Marketing Benchmarking Repo You’re not alone @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  7. 7. Your world changed @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  8. 8. ‘Old’ marketing doesn’t work any more @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  9. 9. There’s too much noise @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  10. 10. And too much competition…and too much competition @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  11. 11. Tomorrow: Rethink how you push material out to customers and consider it from their perspective @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  12. 12. Getting started Getting started
  13. 13. Assign responsibilityAssign responsibility Tomorrow: Can you identify a managing editor and a few contributors? @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  14. 14. Visit watering holesVisit watering holes Tomorrow: Check out one media site, Linkedin group, portal or trade association to identify opportunities @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  15. 15. Map content to buyers Map content to buyers – Establish your value add Tomorrow: Establish what the absolute benefit you provide? Access your media everywhere @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  16. 16. Audit what you haveAudit what you have Tomorrow: Ask everyone in the organisation for one highlight from the last twelve months @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  17. 17. Content audit template Tomorrow: Match what customers are looking for in groups to what you offer @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  18. 18. Curation and creation Curation and creation
  19. 19. Curate Curator [Cu-ra-tor] Noun: A keeper or custodian of a museum or other collection Curate Tomorrow: Use ONE of the following cool ‘curation’ tools…. @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  20. 20. Source content with Feedly @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  21. 21. Twitter / Twittersearch @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  22. 22. Maximise internal ideas with Yammer @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  23. 23. Create new content Create new content Tomorrow: Repackage existing content > release to blog to newsletter to case study to whitepaper @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  24. 24. PR is the bedrock of content marketing @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13 Most used >> Most effective Press releases Case study Blog posts Whitepaper Case studies Video PR: the bedrock of content marketing
  25. 25. Evernote case study marketing Tomorrow: Check out the case study http://bit.ly/181fhoo @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13 Using case studies
  26. 26. Ten things you could blog tomorrow Repurpose a press release, upload a presentation, manual and more Comment on a news story affecting your industry Comment on latest research / data Write a round up once a week of your industry Provide an industry resource list Report on an event – this event? Write up a customer case study Offer a guest post (and reciprocate) Solve an industry problem Take a provocative stance on something that needs to change Tomorrow: Put a blog post (or news story) on your website and tell people about it! @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13 Ten things you could blog tomorrow
  27. 27. Intercom cool blogging
  28. 28. Eshots and enewsletters @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13 Eshots and enewsletters
  29. 29. Packaging sector whitepapers • See ebook – Bosch, Toledo in packaging Using whitepapers Tomorrow: Establish one industry problem you can write a guide about @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  30. 30. Zendesk using video Tomorrow: Check out http://www.zendesk.com @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13 Using video
  31. 31. Staying organised Staying organised
  32. 32. Create a calendarCreate a calendar Tomorrow: Plan & be realistic. Start out with one post, one news story a week, one piece of lead gen content a quarter, one eshot a quarter @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  33. 33. Never miss an idea with Evernote Tomorrow: Sign up to Evernote for free and try it out – great for those long commutes! @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13 Never miss an idea with Evernote
  34. 34. Define what success will look likeDefine what success will look like Tomorrow: What does success look like to you? Build activity to achieve it whether vanity or sanity @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  35. 35. Your one-a-day prescription for the next 3 weeks! 1. Customer perspective 2. Contributors 3. Watering holes 7. Curation tool 8. Repackage one element as blog 9. Case study 4. Absolute USP benefit 5. Highlights 6.Match propositions & requirements 10. One news story 11. One industry problem 12. Video Extras: 16. Subscribe to my blog 17. Buy my book from Amazon (or ask nicely for a free review copy) 13. Plan / calendar 14. Ideas capture 15. Success metrics Your one-a-day prescription for the next 3 weeks! @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  36. 36. Image / reference credits 1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/ 3 – Runner http://www.marksdailyapple.com/physical-effects-poor-training-marathon/#axzz2exskx4Nr 4 – Apple Death Star http://geardiary.com/2012/10/05/my-journey-to-the-dark-side-er-apple-is-complete/ 5 – Paul Lambert http://images.football365.com/13/01/800x600/Aston-Villa-v-Southampton-Paul-Lambert-pa_2884893.jpg 6 – Animation http://2.bp.blogspot.com/_oHmrz8xVAH8/TSU7L9Jz9dI/AAAAAAAAAQw/I9PutMsyVTo/s200/dans-poor-performance-lg-14402296.jpg 7 – People http://www.noexcuseshr.com/2013_04_01_archive.html 8 - Marketing http://mkt4pontozero.blogspot.co.uk/2011/02/conversa-novo-marketing-30.html 9 – An Internet minute http://www.mediabistro.com/alltwitter/internet-minute_b38168 11 – Service http://debbielaskey.blogspot.co.uk/2012/04/tale-of-marketing-and-customer-service.html 13 - Batman http://communicatebetterblog.com/root/ 15 - Added value http://www.creativ.com.au/ipad-application-developers/ 16 – Content audit http://www.madhavighare.com/web-writing/what-is-a-content-audit 17 – Content audit template http://johnmccrory.com/2011/10/the-handy-dandy-content-audit-template/ 23 – B2b content types http://www.marketingprofs.com/charts/2013/10888/how-b2b-content-impacts-buying-decisions-infographic 27 – Intercom blog http://insideintercom.io/if-its-important-dont-hack-it/ 29 – Screen grabs from www.packworld.com 32 – Calendar http://carmencollins.files.wordpress.com/2011/08/content-calendar.jpg 33 – Evernote http://www.macstories.net/news/evernote-announces-major-redesign-of-ios-app/ Additional resources: Hubspot Image credits @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13
  37. 37. MY 330 page Kindle eBook on B2B digital marketing available now at Amazon This and hundreds of other guides and resources are available to Smart Insights Expert members. rene@bdb.co.uk www.bdb.co.uk @renepower http://marketingassassin.co.ukblog http More on content marketing? @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

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