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SMPS Build Business 2013
Transforming Your Firm Into a
Content Marketing
POWERHOUSE
Josh Miles // Holly Bolton
@joshmiles ...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Today’s outline:
What is Content Ma...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Let’s take a poll:
Let’s take a loo...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Josh Miles
- Principal and founder ...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Friday, July 26, 13
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
It’s a conversation!
- Ask question...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Holly Bolton
FSMPS, CPSM
- Director of marketing and marketi...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Friday, July 26, 13
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Bold Brand:
The new rules for
differentiating, branding and
m...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Get the notes & handouts!
Get all o...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Content
marketing?
First let’s define some terms:
Friday, Jul...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Content marketing is a marketing te...
5
SponSored by
B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
SocialMedia–OtherthanBlogs
ArticlesonYourWebsite
...
(byTacti
SocialMedia–OtherthanBlogs
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesonOtherWebsites
In...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Poll results:
Friday, July 26, 13
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Why should your firm
be doing conten...
SoMe on the water
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Friday, July 26, 13
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
How can you
transform your firm
into a content
marketing powe...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
First, you have to think
like a pub...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Kennedy VanderLaans / AJ Huisman
- ...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Who is your audience?
@joshmiles @h...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Persona worksheet:
My Role/Story: _...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
How will you create
great content?
...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Content
Calendar:
- Goals, Topics, and Properties
- Authors ...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Barton Malow
@joshmiles @hollybolto...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
FACEBOOK LINKEDIN BLOG APPS TWITTER
Define your hub.
Friday, ...
Friday, July 26, 13
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Hub worksheet
Location: ___________...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
What we did:
- Encourage tweeting during the presentation
- ...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Whatever you do, do it well.
Do it ...
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Thank you!
The new rules for
differentiating, branding and
ma...
Q&A?
Get the slides and more:
milesdesign.com/content
Or just hand us your business card!
@joshmiles @hollybolton #SMPS201...
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Transforming Your Firm into a Content Marketing Powerhouse - SMPS Build Business 2013

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Josh Miles and Holly Bolton present the keys for transforming your AEC or professional services firm into a content marketing powerhouse.

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Transcript of "Transforming Your Firm into a Content Marketing Powerhouse - SMPS Build Business 2013"

  1. 1. SMPS Build Business 2013 Transforming Your Firm Into a Content Marketing POWERHOUSE Josh Miles // Holly Bolton @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Friday, July 26, 13
  2. 2. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Today’s outline: What is Content Marketing? Why should your firm be doing it? How can you create great content? Who are the firms doing it well today? Friday, July 26, 13
  3. 3. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Let’s take a poll: Let’s take a look at how you’re already doing content marketing at your firms today! Friday, July 26, 13
  4. 4. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Josh Miles - Principal and founder of Miles Design, branding firm specializing in brand and website design for professional services - Frequent speaker on marketing, branding, and social media - Author of Bold Brand: The new rules for differentiating, branding, and marketing your professional services firm MilesDesign.com // BoldBrand.com Friday, July 26, 13
  5. 5. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Friday, July 26, 13
  6. 6. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 It’s a conversation! - Ask questions! - Keep it interactive! - Tweet along! @joshmiles @hollybolton Friday, July 26, 13
  7. 7. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Holly Bolton FSMPS, CPSM - Director of marketing and marketing communications consultant at CE Solutions, a structural engineering firm - 2011-2013 Chapter Delegate for the SMPS Board of Directors - Co-author of 2011 SMPS Foundation White Paper, “The Client’s Use of Social Media and Social Networking” Friday, July 26, 13
  8. 8. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Friday, July 26, 13
  9. 9. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Bold Brand: The new rules for differentiating, branding and marketing your professional services firm. boldbrand.com 20% OFF: “SMPS2013” Friday, July 26, 13
  10. 10. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Get the notes & handouts! Get all of today’s goodies! milesdesign.com/content Or just hand us your business card! Friday, July 26, 13
  11. 11. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Content marketing? First let’s define some terms: Friday, July 26, 13
  12. 12. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience —with the objective of driving profitable customer action. Communicating… without selling.” “ Friday, July 26, 13
  13. 13. 5 SponSored by B2B Content Marketing Usage (by Tactic) 0 20 40 60 80 100 SocialMedia–OtherthanBlogs ArticlesonYourWebsite eNewsletters Blogs CaseStudies Videos ArticlesonOtherWebsites In-personEvents WhitePapers Webinars/Webcasts ResearchReports Microsites Infographics BrandedContentTools MobileContent eBooks PrintMagazines Books VirtualConferences Podcasts MobileApps DigitalMagazines PrintNewsletters AnnualReports Licensed/SyndicatedContent Games/Gamification 87% 83% 77%78% 70%70% 69% 61% 59% 44% 40% 38% 38% 33% 32% 31% 29% 28% 27% 26% 26% 25% 24% 20% 11% 71% 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs Friday, July 26, 13
  14. 14. (byTacti SocialMedia–OtherthanBlogs ArticlesonYourWebsite eNewsletters Blogs CaseStudies Videos ArticlesonOtherWebsites In-personEvents WhitePapers Webinars/Webcasts ResearchReports Microsites Infographics BrandedContentTools MobileContent 87% 83% 77%78% 70%70% 69% 61% 59% 44% 40% 38%38% 33% 71% Friday, July 26, 13
  15. 15. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Poll results: Friday, July 26, 13
  16. 16. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Why should your firm be doing content marketing today? Friday, July 26, 13
  17. 17. SoMe on the water @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Friday, July 26, 13
  18. 18. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE How can you transform your firm into a content marketing powerhouse? Friday, July 26, 13
  19. 19. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 First, you have to think like a publisher. Every product has a byproduct. What’s yours? Friday, July 26, 13
  20. 20. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Kennedy VanderLaans / AJ Huisman - Take an inventory of what you have - Discover how much you already produce - What’s the big idea? - Get beyond the brochure - Ask your clients! Friday, July 26, 13
  21. 21. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Who is your audience? @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Friday, July 26, 13
  22. 22. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Persona worksheet: My Role/Story: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ I’m looking for: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ My Questions: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ _________________________________________ name Oliver the Owner CEO of a growing tech firm, needing to design a new corporate HQ. The best team - high design, workplace environments—all to attract & retain top talent. How to optimize collaboration? What are the latest trends? What does research show? What to expect throughout the project process? Friday, July 26, 13
  23. 23. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 How will you create great content? Friday, July 26, 13
  24. 24. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Content Calendar: - Goals, Topics, and Properties - Authors & Dates - Distribution Friday, July 26, 13
  25. 25. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Barton Malow @joshmiles @hollyboltonContent Marketing POWERHOUSE Friday, July 26, 13
  26. 26. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE FACEBOOK LINKEDIN BLOG APPS TWITTER Define your hub. Friday, July 26, 13
  27. 27. Friday, July 26, 13
  28. 28. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Hub worksheet Location: _______________________________________________________ Personas : _______________________________________________________ _______________________________________________________ _______________________________________________________ Content: _______________________________________________________ _______________________________________________________ _______________________________________________________ Goals / CTAs: _______________________________________________________ _______________________________________________________ _______________________________________________________ Hub Name COMPANY BLOG MilesDesign.com/blog Archie the architect Oliver the Owner Thought leadership Downloadable PDFs Process - behind the scenes Marketing Needs Assessment Contact for new project Friday, July 26, 13
  29. 29. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE What we did: - Encourage tweeting during the presentation - Bonus report recapping the presentation - Content for future articles on content marketing - Future blogs on the MD & CE Solutions web sites - Prescheduled tweets about the topic before BB - Social media shares about the presentation Friday, July 26, 13
  30. 30. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE SMPS Build Business 2013 Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.” - Walt Disney “ Friday, July 26, 13
  31. 31. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE Thank you! The new rules for differentiating, branding and marketing your professional services firm. boldbrand.com 20% OFF: “SMPS2013” Friday, July 26, 13
  32. 32. Q&A? Get the slides and more: milesdesign.com/content Or just hand us your business card! @joshmiles @hollybolton #SMPS2013 Friday, July 26, 13
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