Improve Your Content Marketing with the 3 Pillars of Effective Content Strategy


Published on

The rising popularity of content marketing has sent marketers into a content publishing frenzy. Everyone is producing more content just to stay ahead of the competition; however, the increased effort and expense will not pay off by simply following the herd.

We're sad we missed you at yesterday's webinar, How to Improve Your Content Marketing with the 3 Pillars of Effective Content Strategy. But we know your day is full of commitments, and we wanted to make sure you still got access to this great content. You can download the slides anytime.

Learn more:

Published in: Marketing
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Improve Your Content Marketing with the 3 Pillars of Effective Content Strategy

  1. 1. How to Improve Content Marketing with the 3 Pillars of Content Strategy #ContentMarketing July 24, 2014 Michael Gerard, CMO Twitter: @MichaelGerard
  2. 2. 2#CMTactics
  3. 3. 3#CMTactics
  4. 4. Why Following the Content Marketing Herd is a Mistake • What content marketing staff & process changes will take place this year? • What’s a best-in-class content marketing mix? • How can I better leverage technology? 4#ContentMarketing
  5. 5. State of Content Marketing: “Full Steam Ahead!”... 5Source: Curata’s 2014 Content Marketing Tactics Planner • Strategy • Priorities: More leads, engage buyers, build brand awareness • Top challenges: More... staff, budget, content • Investment – Increasing • “30% of (2013) marketing budget spent on content marketing.” - MarketingProfs and CMI • “71% of marketers will increase content marketing $ in 2014” – Curata • Content – Increasing Production • “73% of B2B content marketers are producing more content than they did 1 year ago.” - MarketingProfs and CMI #ContentMarketing
  6. 6. But Be Careful Following the Herd 6 • Strategy: Work in process • Investment: Blind ambition • Content: Quantity is everything #ContentMarketing
  7. 7. Content Marketing: Organizational Changes 1. Hire a Content Marketing Lead 2. Build a Team 3. Align Internally Ed Youngblood Director of Content Strategy Enterprise Group, Alcatel-Lucent Kathleen Pierce Director, Content Operations illumina #ContentMarketing 7
  8. 8. Map out Your Content Supply Chain Drive Innovation in Content Development Align Content with Buyers Content Marketing: Process Changes Content Strategy Content Development Asset Development Distribution (publish, promote) Analysis Content Pyramid ContentPyramid: #ContentMarketing 8
  9. 9. Content Marketing: The process for developing, executing and delivering the digital content and related assets that are needed to create, nurture and grow a company's customer base. 9 Syndicated Content 3rd party content published in full form on your digital property that has already been published on another site.(paid or unpaid model) Created content Original content authored on behalf of your organization. (internally or externally sourced) Curated content Portions of 3rd party content published on your digital property that have been contextualized (e.g., annotated, commentary added) for your audience. Definition of Content Marketing #ContentMarketing
  10. 10. Content Marketing Barriers to Success External: Most content is in our own voice. Buyers demand more. Internal: “We can’t create enough content every week!”
  11. 11. #CurationRockstar STOPEGOCENTRIC MARKETINGTM 11 #ContentMarketing
  12. 12. 12 What will the Content Marketing Mix be for Leaders in 2014? Q. What is your [desired] content marketing mix for each type of content? Created Content 65% Curated Content 25% Syndicated Content 10% Source: Curata’s 2014 Content Marketing Tactics Planner #ContentMarketing
  13. 13. 13 “Content curation is when an individual (or team) consistently finds, organizes, annotates and shares the most relevant and highest quality digital content on a specific topic for their target market.” -Curata Content Curation Defined Curation 101 Webinar #ContentMarketing
  14. 14. Have you ever… Published a “best of” post? Commented on and shared a link on twitter? Pasted a link to facebook with your commentary? 14#ContentMarketing
  15. 15. Then you’ve curated. 15#ContentMarketing
  16. 16. Then you’ve curated. 16 And so have these folks. . . #ContentMarketing
  17. 17. Content Curation in Action 16 Source: #ContentMarketing
  18. 18. Curation Benefits 18 . . .Thought leadership . . . Lead generation . . . Lower content development costs #ContentMarketing
  19. 19. 19 Curation in Action: Alcatel-Lucent #ContentMarketing
  20. 20. 20 Curation in Action: 360Chestnut #ContentMarketing
  21. 21. Content Curation & Fair Use • Share only a portion of the original content • Always attribute sources • Drive visitors to the original publication • Add your own analyst insight Create, curate, but never pirate content. 21 For more ethics tips: #ContentMarketing
  22. 22. #ContentMarketing
  23. 23. The Content Marketing Tools Universe 23 #ContentMarketing
  24. 24. Content Marketing Priorities? • Do invest in content marketing. . . It’s not just a fad • Build your team (internal and external) • Develop a content workflow and mix • Market your marketing! • Measure, measure, measure 24 Don’t Forget, Content Marketing is an Extension of Your Nurturing Process #ContentMarketing
  25. 25. 25 Additional Resources eBook: Look Book Content Curation Case Studies eBook: 5 Steps to Becoming a Content Curation Rockstar …and more online at: Industry Resource & News: Content Curation Marketing Site eBook: Content Marketing Done Right: Ethical Curation eBook: Open & Shut Case for Curation Guide: Content Curation Annotation Methods Email: Twitter: @MichaelGerard eBook: Stop Egocentric Marketing: Content Marketing Strategy eBook: 2014 Content Marketing Tactics Planner #ContentMarketing