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Content Marketing Webinar: Making Content Marketing Work
 

Content Marketing Webinar: Making Content Marketing Work

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Approximately 64% of content marketers report that creating sufficient content is a constant challenge that prevents them from succeeding. Pawan Deshpande of Curata and Aaron Dun of Percussion will ...

Approximately 64% of content marketers report that creating sufficient content is a constant challenge that prevents them from succeeding. Pawan Deshpande of Curata and Aaron Dun of Percussion will walk through real-world examples of organizations that have tackled the content "problem".

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  • Neolane is proof of value of content marketing

Content Marketing Webinar: Making Content Marketing Work Content Marketing Webinar: Making Content Marketing Work Presentation Transcript

  • Content Marketing:Make it WorkPresented by:&#ContentWorks
  • Agenda• What is Content Marketing?• What makes it so hard?• Top 8 Complaints• Conclusions• Q&A#ContentWorks
  • Poll:What is your content marketing level?• Beginner• Intermediate• Advanced#ContentWorks
  • What is Content Marketing?#ContentWorks
  • What is Content Marketing?Content marketing is a marketing technique of creatingand distributing relevant and valuable content to attract,acquire, and engage a clearly defined and understoodtarget audience - with the objective of driving profitablecustomer action.#ContentWorks
  • #ContentWorks
  • What Makes It So Hard?#ContentWorks
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  • Poll:What is your biggest content marketingcomplaint?#ContentWorks
  • Top 8 Complaints#ContentWorks
  • How do I pick a topic?“What do our prospects want to read?”“Are people really going to be interested inwhat I have to say?”“There’s already so much content out there.How can I be unique?”Problem#1#ContentWorks
  • Picking a Content Topic#ContentWorks#ContentWorks
  • Picking a Topic: Competitors• What is a topic that my competition is not coveringsufficiently?• Competitorso Marketplace competitorso Trade Publicationso Media Outletso Bloggers• Tools• Google Search• Social Media• Google Keyword Tool#ContentWorks
  • Picking a Topic: Audience• In which topic is your target audienceinterested?• On what topic is your company a uniqueexpert and authority?• Toolso Messaging Frameworkso Surveys and pollso Sales Team#ContentWorks
  • Picking a Topic: Content• What topic has sufficient existing content?• Tools:o Google News / Blogso Media monitoring listo Twitter Search#ContentWorks
  • Picking a Content Topic#ContentWorks#ContentWorks
  • Insufficient Content"Our blog has not been updated in 3 months.""I feel like I just finished writing a blog post, andnow its time for another??""I cant think of anything new to say.""I wish I had a whole editorial staff"Problem#2#ContentWorks
  • The Content Beast#ContentWorks
  • #ContentWorks
  • • Blog Posts• News Sites• Newsletters• Social Media• Podcasts• eBooks• Special Reports• Infographics• Polls & Surveys• Video• Webinars#ContentWorkswww.curata.com/resources
  • Content Curation“A Content Curator is someone who continually finds, groups,organizes and shares the best and most relevant content on aspecific issue online.”-Rohit Bhargava#ContentWorks
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  • Distributing Content"I have a lot of content now, what do I do with itall?""What are the right outlets for each piece ofcontent Ive created?"Problem#3#ContentWorks
  • Think of Your Content as a MealAppetizer- 140 Characters or LessFacebook, Twitter, LinkedIn,PinterestEntreeBlog, Community, Forums,Micro-sitesDessertWebsite#ContentWorks
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  • Unlocking Content“Our content is silo-ed within ourorganization.""Not sure how to unlock the content wehave within our organization.""How do I empower contributors?"Problem#4#ContentWorks
  • Breaking Down the Silos• Empower writers• Write it for them• Do Q/A posts• Video?• Teach writers about the benefits• Enable contributores with topics, keywords, &messages• Show them how their post did afterward…#ContentWorks
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  • Quality vs. Quantity"Do I spend the next 6 weeks writing aneBook, or writing 10 blog posts?""I feel like most of my content is regurgitation. Ifeel like I am in an echo chamber."Problem#5#ContentWorks
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  • Measurement"Im doing all of this writing, is itworking?""What Key Performance Indicators(KPIs) should I put in place for mycontent marketing efforts?""How do I justify my budget?"Problem#6#ContentWorks
  • Measurement: Beginner• Content Throughputo Who is publishing?o How stale is it?o Where is it getting stuck in publishingprocess?o How much content are we publishing?#ContentWorks
  • Measurement: AdvancedEngagement• Tracking what content is gaining readers• What blog posts get comments• What is the average time on site• What is the click path• Top content themes that refer to your website• What content items gain the highest bounce rateDashboard• Pick 5 KPIs to measure against monthly#ContentWorks
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  • Voice of the Content"What is my voice?""Who are the voices?""What channels make sense per voice?"Problem#7#ContentWorks
  • Let Your Voice be HeardYOUR MESSAGEM ODERN W E B M A R K E T I N G U N I V E R S ECUSTOMER BASEPEOPLE YOU MARKET TOEVERYONE ELSE#ContentWorks
  • Finding Your Voice• What does your brand stand for?• What tone do you want to communicate?• What do your prospects/buyers expect?• What tone does your competitors use?#ContentWorks
  • Carry Your Style Throughout
  • Putting it to Work“I can create content, but how can I get it tomeet my marketing goals?”“How can I get people to share it?”“How can I get it to help with SEO?”“How can I get more leads from it?”Problem#8#ContentWorks
  • Pick your battlesWhat is your goal?o Is it to get more leads?o Is it to get more followers?o Is it to get press coverage?o Is it to grow your email list?o Is it to increase in search engine rankings?Problem#8#ContentWorks
  • Problem#8#ContentWorks
  • What do I do now?1. Unlock the hidden content gems2. Develop your content marketing menu3. Set Your Baseline Content Throughput andGoal4. And Make it Work!#ContentWorks
  • Free eBook:5 Simple Steps toBecoming ContentCuration RockstarDownload atwww.curata.comNew Video!Stop the insanity, get off theweb content managementmerry go round!#ContentWorksView atwww.percussion.com