0
The Future of Content
Marketing
Going Beyond the Branded Blog

Jayme Soulati – Soulati Media
President
@soulati
Heidi Sull...
How to participate today





If you are experiencing audio
issues, please contact:
GoToWebinar: 1-800-263-6317



Subm...
Your Presenters

Jayme Soulati is a hybrid PR professional
blending digital marketing, content and
social media marketing ...
What is Content
Section Divider
Marketing?
The discipline of creating quality
branded editorial content across
all media channels and platforms
to deliver engaging r...
What does content mean to you?
It will:
 Help achieve business objectives
 Brand you
 Embody your online influence
 De...
How can you rise
to the occasion?

7
7
Blogging
Section Divider
62% of 3,000 marketers
said they want to “master”
blogging

86% of influential
marketers blog consistently
What constitutes blogging?
 Building Relationships

 Writing consistently
 Finding a specialty
 Having purpose (goals)...
Timeline of a blogger – year 1

•
•
•
•

Web Design
Plug Ins
Programming
Hosting

IT

Strategy
• Goals
• Branding
• Pick a...
Timeline of a blogger

• Social Shares
• Comment
Systems
• Design
• Analytics

IT

Strategy
• Community
• Brand Yourself
•...
Timeline of a blogger

• SEO
• Analytics
• Plug Ins

IT

Strategy
• Community
• Comment all
over

• WRITE!
• Invite guests...
List.ly

Shareaholic
Timeline of a blogger

• New design
• Best Comment
System
• SEO/Analytics

IT

Strategy
• Build Community
• Brand Yourself...
Timeline of a blogger – year 2
What does this mean?

17
17
BLOGGING IS NO
LONGER ENOUGH!
Timeline of a blogger – year 3

•
•
•
•

Analytics
Data Insights
Mobility
Digital Strategy

IT

Strategy
• Lead
Generation...
Content Marketing +
Section Divider
Social Media
Is your content reaching your
intended audience?
Google increased the importance of original content when they
determine S...
Number of content sources consumers
access prior to making buying decisions

10.4
5.3
2010

2011

Source: Google Zero Mome...
I’ve created my content:

Now What?
“If the news is
that important, it
will find me.”
- A college student in an article by Brian Stelter in the New York
Times...
Spread your

message
Relationships with Influencers
Native Advertising
Section Divider
am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster

29
29

In content
market...
Native Advertising in Action

30
30
Native Advertising in Action

31
31
Native Advertising in Action

32
32
Native Advertising in Action

33
33
34
34
Take Aways
Section Divider
Seven Tips
1. Blogging is more than writing posts. It involves IT, Strategy
and Content.
2. Blogging is a marathon, not a ...
Hybrid PR Blend: Digital, Social, Content Marketing
& Message Mapping for Business

Buy it:
http://MessageMapping.co
jayme...
Upcoming webinars


The Social Impact of your Content
*Guest Presenter: Shelly Kramer
2 p.m. Eastern
Thursday, November 7...
Future of Content Marketing Beyond the Branded Blog
Upcoming SlideShare
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Future of Content Marketing Beyond the Branded Blog

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Jayme Soulati, president of Soulati Media, Inc. and Heidi Sullivan, senior vice president of digital marketing with Cision presented a webinar on Halloween about the Future of Content Marketing.

With Heidi's love of data, analytics and metrics and Jayme's expertise in content strategy and professional blogging, the two share tips and pointers for newbie through experienced content marketers.

Published in: Marketing, Business, Technology
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Transcript of "Future of Content Marketing Beyond the Branded Blog"

  1. 1. The Future of Content Marketing Going Beyond the Branded Blog Jayme Soulati – Soulati Media President @soulati Heidi Sullivan – Cision SVP, Digital Content @hksully
  2. 2. How to participate today   If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today’s session  2 2 During today’s web seminar, attendees will be in listen-only mode. Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  3. 3. Your Presenters Jayme Soulati is a hybrid PR professional blending digital marketing, content and social media marketing strategy with core public relations. In her Chicago agency days where she worked with small-to-large PR firms, Jayme plied her specialty in media relations. She is a professional, award-winning blogger and author of Message Mapping: How to Sizzle External Communication with a #RockHot TM Tool for Leaders. One of PRWeek’s 40 under 40 in 2012, Heidi Sullivan is Senior Vice President of Digital Content for Cision and a selfproclaimed social media metrics nerd. She leads the company’s digital and broadcast content teams, the global research team for Cision’s media database, Cision’s social media community team and the company’s content marketing strategy.
  4. 4. What is Content Section Divider Marketing?
  5. 5. The discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands. -Content Marketing Association
  6. 6. What does content mean to you? It will:  Help achieve business objectives  Brand you  Embody your online influence  Define your professionalism  Create your authority 6 6
  7. 7. How can you rise to the occasion? 7 7
  8. 8. Blogging Section Divider
  9. 9. 62% of 3,000 marketers said they want to “master” blogging 86% of influential marketers blog consistently
  10. 10. What constitutes blogging?  Building Relationships  Writing consistently  Finding a specialty  Having purpose (goals)  Appeal, Authority, Authenticity  Personality  Inspiration & Creativity  Giving & Nurturing  Teaching  Loving it 10 10
  11. 11. Timeline of a blogger – year 1 • • • • Web Design Plug Ins Programming Hosting IT Strategy • Goals • Branding • Pick a Team • Topics • Ed Cal • Posting Frequency Content
  12. 12. Timeline of a blogger • Social Shares • Comment Systems • Design • Analytics IT Strategy • Community • Brand Yourself • Relationships • • • • WRITE! Use Ed Cal Post Frequently Social Channels Content
  13. 13. Timeline of a blogger • SEO • Analytics • Plug Ins IT Strategy • Community • Comment all over • WRITE! • Invite guests • Write a series Content
  14. 14. List.ly Shareaholic
  15. 15. Timeline of a blogger • New design • Best Comment System • SEO/Analytics IT Strategy • Build Community • Brand Yourself • Niche & Voice • • • • How-to/Tips/Best Lists & List.ly No echo chamber Read! Twist Topics Content
  16. 16. Timeline of a blogger – year 2
  17. 17. What does this mean? 17 17
  18. 18. BLOGGING IS NO LONGER ENOUGH!
  19. 19. Timeline of a blogger – year 3 • • • • Analytics Data Insights Mobility Digital Strategy IT Strategy • Lead Generation • Monetization • Partnerships • Authority • Email Newsletter • E-book • Specialty Topics • Photo Library Content
  20. 20. Content Marketing + Section Divider Social Media
  21. 21. Is your content reaching your intended audience? Google increased the importance of original content when they determine Search Engine Results Page
  22. 22. Number of content sources consumers access prior to making buying decisions 10.4 5.3 2010 2011 Source: Google Zero Moment of Truth, 2011
  23. 23. I’ve created my content: Now What?
  24. 24. “If the news is that important, it will find me.” - A college student in an article by Brian Stelter in the New York Times, March 2008
  25. 25. Spread your message
  26. 26. Relationships with Influencers
  27. 27. Native Advertising Section Divider
  28. 28. am·pli·fy: to increase the strength or amount of; especially: to make louder.” - Merriam-Webster 29 29 In content marketing terms, amplification refers to tactics that help our content reach the audiences we are targeting. One form of this is native advertising.
  29. 29. Native Advertising in Action 30 30
  30. 30. Native Advertising in Action 31 31
  31. 31. Native Advertising in Action 32 32
  32. 32. Native Advertising in Action 33 33
  33. 33. 34 34
  34. 34. Take Aways Section Divider
  35. 35. Seven Tips 1. Blogging is more than writing posts. It involves IT, Strategy and Content. 2. Blogging is a marathon, not a sprint and takes time to build. 3. Identify tools that can make your blog more effective. 4. Creating your content is just the beginning. You need to market your content as well. 5. You need to find your target community where they are to grow your presence. 6. Enabling advocates and engaging influencers can help you build your brand. 7. Native advertising (however small) reaches “third circle” people in your community. 36 36
  36. 36. Hybrid PR Blend: Digital, Social, Content Marketing & Message Mapping for Business Buy it: http://MessageMapping.co jayme@soulati.com 37 37
  37. 37. Upcoming webinars  The Social Impact of your Content *Guest Presenter: Shelly Kramer 2 p.m. Eastern Thursday, November 7  Amplifying Your Content *Guest Presenter: Jay Baer 2 p.m. Eastern Tuesday, November 12 38 38
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