Content Marketing: Trends to Reality

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Content marketing has moved from a buzz word to reality. If you’re not using (or thinking about using) content marketing you could be missing the opportunity to engage with your audience and expand your brand.

So what are the trends for 2012 and how can you be a part of it all? During this webinar, I discussed trends in content marketing and how you can implement these into your own marketing strategies.

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Content Marketing: Trends to Reality

  1. 1. Content  Marke+ng:  From  Trends  to  Reality   Digital  Learning  Webinar   Presented  by:   Melissa  Harrison,  Allée   for     Think. Create. Communicate. alleecreative.com
  2. 2. Today  we  will  cover:  •  Content  marke+ng  trends  and  predic+ons  •  Content  marke+ng  tac+cs  to  consider  •  How  to  get  started  Hashtag  for  today’s  webinar:  #MWMCdlw   Think. Create. Communicate. alleecreative.com
  3. 3. What  is  content  marke+ng?  A  method  of  crea+ng  customized  content  with  a  key  audience  in  mind.  This  content  is  used  to  engage  with  customers,  aLract  new  customers  and  provide  relevant  informa+on  that  serves  a  purpose—fulfills  a  need.   For  today’s   webinar,  we  will   focus  on  online   content  marke7ng   tools  and  trends.   Think. Create. Communicate. alleecreative.com
  4. 4. Poll  What  forms  of  online  content  marke+ng  does  your  business/organiza+on/company  rou+nely  use?  (e.g.  weekly,  monthly,  etc.)  E-­‐newsleLers  Social  media  Blogs  Video    Podcasts  E-­‐books  or  Whitepapers  Infographics  Do  not  use  online  content  marke+ng  rou+nely   Think. Create. Communicate. alleecreative.com
  5. 5. We’re  all  in  a  different  phase   *Al7meter  Group’s  Content   Marke7ng  Maturity  Model   Think. Create. Communicate. alleecreative.com
  6. 6. Content  Marke+ng  Trends  •   Real-­‐+me  informa+on  •   Addi+onal  social  networks  and  plaZorms  •   Embracing  compe++on  •   Personaliza+on   Brands  will  need  to   work  to  get   content  in  front  of   customers;  it’s  not   all  about  search   anymore.   Think. Create. Communicate. alleecreative.com
  7. 7. Content  Marke+ng  Tac+cs   Think. Create. Communicate. alleecreative.com
  8. 8. Content  Marke+ng  Tac+cs  •  Blog  •  eBooks  and  Whitepapers  •  Infographics  •  Podcasts  •  Social  Media  •  Video  •  Webinars   Think. Create. Communicate. alleecreative.com
  9. 9. Steps  to  Get  Started  •   Develop  (or  take)  a  content  ques+onnaire  •   Establish  your  marke+ng  and  content  priori+es  •   Conduct  key  word  research  •   Set  content  lists/buckets  •   Set  up  editorial  calendars  and  social  media  conversa+on  calendars  •   Set  up  online  tracking  for  men+ons  and  monitoring  results   Research  and  set   your  plans  before   jumping  on  the   content  marke7ng   train.   Think. Create. Communicate. alleecreative.com
  10. 10. Sample  Editorial  Calendar   Important Topics/Key Author/Owner Blog Website Newsletter E-News Facebook Dates WordsWeek of January 2, 20121/2/121/3/121/4/121/5/121/6/12Week of January 9, 20121/9/121/10/121/11/121/12/121/13/12 Think. Create. Communicate. alleecreative.com
  11. 11. Sample  SM  Conversa+on  Calendar   Think. Create. Communicate. alleecreative.com
  12. 12. Sample  Blog  Calendar   Think. Create. Communicate. alleecreative.com
  13. 13. Considering  Time  Management  Content  marke+ng  can  seem  overwhelming,  especially  if  you  have  limited  resources  and  staff.  Know  this:  Repurposing  content  is  OK.  In  fact,  I  encourage  it.   Think. Create. Communicate. alleecreative.com
  14. 14. Prevent  your  brand  from  becoming   anit-­‐social   Think. Create. Communicate. alleecreative.com
  15. 15. Rome  wasn’t  built  in  a  day.  •  Develop  a  rou+ne  •  Don’t  expect  results   over  night  •  You  get  out  of  it  what   you  put  in  to  it   Think. Create. Communicate. alleecreative.com
  16. 16. Resources  Content  Marke+ng  Ins+tute  www.contentmarke+ngins+tute.com  Content  Marke+ng  World  (#cmworld)  Chief  Content  Officer  Magazine  “Stop  Selling:  A  Content  Marke+ng  Guide”  hLp://alleecrea+ve.com/content-­‐marke+ng-­‐guide/    Marke+ngProfs  hLp://www.marke+ngprofs.com/    “The  End  of  Business  as  Usual”  by  Brian  Solis  eMarketer  www.emarketer.com   Think. Create. Communicate. alleecreative.com
  17. 17. Thank  you!   Email:  melissa@alleecrea+ve.com     TwiLer:  www.twiLer.com/alleecrea+ve    Facebook:  www.facebook.com/alleecrea+ve   Blog:  www.alleecrea+ve.com/blog     Ques+ons?   Think. Create. Communicate. alleecreative.com

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