How to Build a Content Marketing Machine see Video here http://youtu.be/tqODDkyPVLY Marketers now know that they must become content experts. Content drives conversion, nurtures leads, and is the Yin to your social Yang. Good content will move your prospect through the funnel and position you as the thought leader in your space. The question is, how do you actually do content marketing? From this session, you’ll learn from Chase McMichael (Infinigraph) the secrets to jump starting a hypercurated content pipeline, as well as the best practices to creating your own content from Toby Murdock (Kapost). You’ll walk away with real processes and tips to create highly relevant content, and to get traction from curated content. http://summit.marketo.com/2013/sessions/how-to-build-a-content-marketing-machine/

1. How to Build a Content
Marketing Machine
Chase McMichael
Co-Founder CEO,
InfiniGraph.com
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2. How to Build a
Content Marketing
Machine
And, live to tell about it
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3. Strategy
• Do you know your
customer?
• What are they
acting on?
• Who achieves high
engagement?
• End results – leads
Sales - Branding
Content makes your readers better informed and empowered @chasemcmichael
#mus13
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4. Define what you want
clearly define what you are
looking to get out of it.
a marketing formula to know: audience + authenticity = influence @chasemcmichael
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5. Data driven PLAN = Better Content
Industry trends tells you what’s working - stop reinventing the wheel
@chasemcmichael #mus13
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6. Know your audience
• What’s your customers
brand affinities? “Interest”
• What channels are they
using the most?
• What’s their influencers
creating?
Social data is one of the most powerful ways to segment your audience
@chasemcmichael #mus13
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7. What’s Relevant
A more engaged audience is a more valuable audience @chasemcmichael
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8. What’s Trending?
Content is the social lubricant to sales @chasemcmichael #mus13
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9. Competitive Insights – Industry Trends
Before you start
have a plan!
• Indentify –
• Effective content
• brand driving the
conversation
• engagement themes
Content is the essence and substance of your brand's conversation with
your audience @chasemcmichael #mus13
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10. Key platforms for content marketing
• Business blogging
• eBooks and Whitepapers
• Webinars and Webcast
• Video
• Email Newsletters
• Sponsored Content
• Speaking engagements
Content marketing isn’t just the future, it’s the present @chasemcmichael
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11. Develop Your Content Marketing Plan
• Create an editorial calendar
• Original, Paid and Curated
• Clearly define team process
• Use data to support:
• Amount of content
• Type of content
• Frequency
• Timing
Relevant useful niche content
can convert niche audiences
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12. Promotions
The question is less of scaling content for mass reach and more of scaling content for
many niche audiences in a targeted way @chasemcmichael #mus13
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13. Blogs are your Content HUB
• Blogs are owned media
• Blogs are a form of social
media
• Blogs support search
optimization
• NOTE: have your own URL
• http://blog.infinigraph.com
• Host your own blog
“Wordpress” etc
• Hook in with social
Your blog is like the bottle and your content is the wine - make more wine
@chasemcmichael #mus13
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14. Curation is Vital
• Be a thought leader
• Surface content
that’s relevant to
your industry
• Make your HUB a
discovery zone
• Give people a
reason to follow you
Focus on creating content that drives leads or sales @chasemcmichael #mus13
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15. Nurture your content - Promotions
Work content across all channels and double down on paid when earned shows
traction @chasemcmichael #mus13
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16. Battle Cry – Get Team Motivated
Allocate Resources - Tools
• Great tools CMS,
SMMS, SM – Colab for
managing teams and
process
• Make sure your team
has goals
• Set benchmarks and
celebrate when
reached
• Test, Test, Test Braveheat speech
Content marketing is storytelling... It's not rocket science. @chasemcmichael
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17. Track Content Marketing Results
Web traffic is not a good enough ROI measurement for content. Time
spent, engagement, conversion, etc.. are! @chasemcmichael
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18. Free eBooks – Knowledge
http://bit.ly/Six_Secrets http://bit.ly/ContentROI
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19. Thank You!
@chasemcmichael
@infinigraph
http://smo.infinigraph.com
http://www.infinigraph.com
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