Planning & Executing
a B2C Content
Strategy Using
Traditional and Social
Media
@daniellambert07 | daniellambert007@gmail.c...
According to Nielson – 2013-08-05

“Brand spend
less on paid ads
and more on
custom content”
http://www.brafton.com/news/b...
Here’s why according to Demand Metric:

“Per dollar spent,
content marketing
generates about 3 times
as many leads as
trad...
Knowledge Influencers’ Content is Trusted More then Ads …

4
… Using Instead Various Accessible B2C Content Tactics
Top 10 B2C content tactics:
1. Social Media Other than Blogs
2. Art...
Still, Creating Good Content is Challenging.
4 top marketing content
challenges:
1. Producing enough
content
2. Producing ...
It Requires You to Find Out Why You Need Good Content …
Top 7 goals behind B2C content
marketing:
1. Customer retention/Lo...
… and then Start Creating Good Content with Persistence and Within your
Budget in 7 Easy Steps

7 Steps to create good B2C...
Step 1 – Research
Step 1 in creating good
marketing content
involves:
a. Discovery
b. Research
c. Curation
d. Filtering
e....
Step 2 – Creation
Step 2 in creating good
marketing content
involves the creation of:
a. text
b. images
c. video
d. infogr...
Step 3 – Approbation
Step 3 in creating good
marketing content
involves the approval of
your content by your:
a. Colleague...
Step 4 – Publishing
Step 4 in creating good marketing
content involves communicating
using: a. Company Web site
b.
c.
d.
e...
Step 5 – Promotion
ads

Step 5 in creating good
marketing content involves
optionally promotion as
followed:
a. Search eng...
Step 6 – Measuring
Step 6 in creating good marketing
content involves measuring the
following:
a. Audience/viewers
engagem...
Step 7 – Refining and Repeating
Step 7 in creating good marketing
content after carefully examining
the results of your me...
Thank you!

Daniel Lambert
daniellambert007@gmail.com
514-996-7930

16
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Planning and Executing a B2C Content Strategy

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This presentation takes a look at how to plan and execute a marketing B2C content strategy with good content for traditional and social media to optimize digital footprint, increase the quality of leads and maximize conversion rate.

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Planning and Executing a B2C Content Strategy

  1. 1. Planning & Executing a B2C Content Strategy Using Traditional and Social Media @daniellambert07 | daniellambert007@gmail.com 1
  2. 2. According to Nielson – 2013-08-05 “Brand spend less on paid ads and more on custom content” http://www.brafton.com/news/brands-spend-less-on-paid-ads-more-on-custom-content 2
  3. 3. Here’s why according to Demand Metric: “Per dollar spent, content marketing generates about 3 times as many leads as traditional marketing and it costs 62% less” http://www.adrants.com/2013/05/content-marketing-costs-62-less-than.php 3
  4. 4. Knowledge Influencers’ Content is Trusted More then Ads … 4
  5. 5. … Using Instead Various Accessible B2C Content Tactics Top 10 B2C content tactics: 1. Social Media Other than Blogs 2. Articles on your Web Site 3. eNewsletters 4. Videos 5. Blogs 6. In-person Events * 7. Articles on Other Web Sites 8. Mobile Content 9. Mobile Apps 10. Print Magazines * http://contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/ *: Not digital marketing content 5
  6. 6. Still, Creating Good Content is Challenging. 4 top marketing content challenges: 1. Producing enough content 2. Producing engaging content 3. Producing a variety of content 4. Lack of budget http://blog.marketo.com/blog/2012/12/the-contentious-state-of-b2b-content-marketing-infographic.html?fullsize=http%3A%2F%2Fblog.marketo.com%2Fwpcontent%2Fuploads%2F2012%2F12%2Fcontentious-state-of-b2b-content-marketing.png 6
  7. 7. It Requires You to Find Out Why You Need Good Content … Top 7 goals behind B2C content marketing: 1. Customer retention/Loyalty 2. Customer acquisition 3. Brand awareness 4. Engagement 5. Website traffic 6. Lead Generation 7. Sales http://heidicohen.com/b2c-content-marketing-tactics-you-need-research-charts/ 7
  8. 8. … and then Start Creating Good Content with Persistence and Within your Budget in 7 Easy Steps 7 Steps to create good B2C marketing content: 1. 2. 3. 4. 5. 6. 7. Research Create Approve Publish Promote Measure Refine and Repeat http://contentmarketinginstitute.com/2013/05/leaner-effective-content-marketing/ 8
  9. 9. Step 1 – Research Step 1 in creating good marketing content involves: a. Discovery b. Research c. Curation d. Filtering e. Reading f. Understanding … in collaboration with colleagues and key influencers. 9
  10. 10. Step 2 – Creation Step 2 in creating good marketing content involves the creation of: a. text b. images c. video d. infographics e. social media content … in collaboration with colleagues and key influencers. 10
  11. 11. Step 3 – Approbation Step 3 in creating good marketing content involves the approval of your content by your: a. Colleagues b. Key influencers c. Your boss and d. Your client(s) 11
  12. 12. Step 4 – Publishing Step 4 in creating good marketing content involves communicating using: a. Company Web site b. c. d. e. f. g. h. i. j. eNewsletters Blogs Facebook Twitter YouTube LinkedIn Google + Pinterest Other social media platforms http://heidicohen.com/b2c-content-marketing-tactics-you-need-research-charts/ 12
  13. 13. Step 5 – Promotion ads Step 5 in creating good marketing content involves optionally promotion as followed: a. Search engine ad placements (until content marketing gets you to page 1) b. Social media ad placements c. Specialized magazine ads d. TV or radio ads 13
  14. 14. Step 6 – Measuring Step 6 in creating good marketing content involves measuring the following: a. Audience/viewers engagement (on your Web properties and social media presence) b. Bottom line impact (marginal profit contribution of conversion from leads to total revenue) 14
  15. 15. Step 7 – Refining and Repeating Step 7 in creating good marketing content after carefully examining the results of your measurement involves refining your content with the following: a. Starting with a small project b. Repeating the process at regular intervals with more and more projects c. Using an editorial schedule to facilitate collaboration and execution of all your marketing content projects 15
  16. 16. Thank you! Daniel Lambert daniellambert007@gmail.com 514-996-7930 16
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