0
How to Improve Content Marketing
with the 3 Pillars of Content Strategy
#ContentMarketing
July 24, 2014
Michael Gerard, CM...
2#CMTactics
3#CMTactics
Why Following the Content
Marketing Herd is a Mistake
• What content marketing staff & process
changes will take place thi...
State of Content Marketing:
“Full Steam Ahead!”...
5Source: Curata’s 2014 Content Marketing Tactics Planner
• Strategy
• P...
But Be Careful Following the Herd
6
• Strategy: Work in process
• Investment: Blind ambition
• Content: Quantity is everyt...
Content Marketing:
Organizational Changes
1. Hire a Content Marketing Lead
2. Build a Team
3. Align Internally
Ed Youngblo...
Map out Your Content
Supply Chain
Drive Innovation in
Content Development
Align Content with
Buyers
Content Marketing:
Pro...
Content Marketing: The process for developing, executing and
delivering the digital content and related assets that are ne...
Content Marketing Barriers to
Success
External: Most content
is in our own voice.
Buyers demand more.
Internal: “We can’t ...
#CurationRockstar
STOPEGOCENTRIC
MARKETINGTM
11
http://bit.ly/StopEgoMktg
#ContentMarketing
12
What will the Content Marketing
Mix be for Leaders in 2014?
Q. What is your [desired] content marketing mix for each ty...
13
“Content curation is when an individual (or team) consistently
finds, organizes, annotates and shares the most relevant...
Have you ever…
Published a “best of” post?
Commented on and shared a link on twitter?
Pasted a link to facebook with your
...
Then you’ve curated.
15#ContentMarketing
Then you’ve curated.
16
And so have these folks. . .
#ContentMarketing
Content Curation in Action
16
Source: http://bit.ly/1mAS1p0
#ContentMarketing
Curation Benefits
18
. . .Thought leadership
. . . Lead generation
. . . Lower content
development costs
#ContentMarketing
19
Curation in Action: Alcatel-Lucent
http://www.itstrategist.net/
#ContentMarketing
20
Curation in Action: 360Chestnut
http://www.360chestnut.com/blog/
#ContentMarketing
Content Curation & Fair Use
• Share only a portion of the
original content
• Always attribute sources
• Drive visitors to ...
#ContentMarketing
The Content Marketing Tools
Universe
23
http://bit.ly/ContentToolsMap
#ContentMarketing
Content Marketing
Priorities?
• Do invest in content marketing. . . It’s not just a fad
• Build your team (internal and ex...
25
Additional Resources
eBook: Look Book
Content Curation
Case Studies
eBook: 5 Steps to
Becoming a Content
Curation Rocks...
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Improve Your Content Marketing with the 3 Pillars of Effective Content Strategy

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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.

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Transcript of "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: http://bit.ly/CMpyramid #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 http://bit.ly/StopEgoMktg #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 http://bit.ly/curation101webinar #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: http://bit.ly/1mAS1p0 #ContentMarketing
  18. 18. Curation Benefits 18 . . .Thought leadership . . . Lead generation . . . Lower content development costs #ContentMarketing
  19. 19. 19 Curation in Action: Alcatel-Lucent http://www.itstrategist.net/ #ContentMarketing
  20. 20. 20 Curation in Action: 360Chestnut http://www.360chestnut.com/blog/ #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: http://bit.ly/curataethicsebook #ContentMarketing
  22. 22. #ContentMarketing
  23. 23. The Content Marketing Tools Universe 23 http://bit.ly/ContentToolsMap #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: www.curata.com/resources Industry Resource & News: Content Curation Marketing Site www.contentcurationmarketing.com eBook: Content Marketing Done Right: Ethical Curation eBook: Open & Shut Case for Curation Guide: Content Curation Annotation Methods Email: marketing@curata.com Twitter: @MichaelGerard eBook: Stop Egocentric Marketing: Content Marketing Strategy eBook: 2014 Content Marketing Tactics Planner #ContentMarketing
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