Creative content marketing ideas with Lee Odden
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Creative content marketing ideas with Lee Odden



This webcast from Lee Odden shares a practical approach for creative and efficient content creation that leverages a mix of evergreen, repurposed, curated and co-created content that attracts, engages ...

This webcast from Lee Odden shares a practical approach for creative and efficient content creation that leverages a mix of evergreen, repurposed, curated and co-created content that attracts, engages and converts new business.

Lee Odden of TopRank Online Marketing is author of Optimize: Win more customers with Social Media, SEO and Content Marketing.



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Creative content marketing ideas with Lee Odden Creative content marketing ideas with Lee Odden Presentation Transcript

  • Creative Content MarketingLee Odden,, Author: OptimizeHosted by Dave Chaffey, SmartInsights.comGet Better Results with Content Marketing using this practical framework forcontent creation, promotion and engagement. Digital Marketing Priorities 2013 Brought to you by:
  • About SmartInsights.comAdvice on planning and managing digital marketing
  • About Lee Odden@leeodden  CEO @ TopRankMarketing  Editor  Author  Consultant, Speaker  Digital Marketing Since1997
  • Agenda The Content Imperative Great Content Isn’t Great Unless… Winning Content Examples Content Optimization Model Case Study Winning Formula for Sustainable, Creative Content
  • Content Marketing #1 #1 Image: Shutterstock
  • Increasing content investment 70% Econsultancy/Responsys Marketing Budgets 2013 ReportImage: Shutterstock
  • SEO Has Changed. Forever.
  • Mass Rush to Content Marketing Image: Shutterstock
  • What is the Result? Velocity Partners Girl Image: Shutterstock
  • Failure to Plan is a Plan to FailWe don’t have the staff to write Where will wearticles every day. find people to create all this content? There are only so manyWhat if we run out things we can write of things to say? about “widgets”. Image credit: Shutterstock
  • Content Marketing Maturity Model1. Stand: 2. Stretch: 3. Walk: 4. Jog: 5. Run:Curiosity Experiment Strategy Culture of MonetizableNo Resources Evaluate Processes Content Content Resources in/out “Publisher” Integration
  • Vote Where does your company fall in the content marketing maturity model?  Stand  Stretch  Walk  Jog  Run
  • Creative Alone, Doesn’t Win
  • What’s Missing?Where is the Promotion?Advertising = £££“Go Viral” = UnreliablePromotion is Key:PublicizeSocializeOptimizeFindable & Shareable: “the stalking dead”“infographic novel”
  • Great Content isn’t really greatuntil it gets found, consumed, and shared.
  • Vote Which content marketing activity do you invest most in?  A. Featured articles  B. Videos  C. Whitepapers  D. Images, Graphics, Infographics  E. Buyers guides.
  • “What are someexamples ofwinningcreative contentthat areoptimized andsocialized?”
  • Co-Created Content - Lists
  • Winning Content - Experiences
  • Winning Content - Campaigns Image: Econsultancy
  • Winning Content Social
  • Winning Content m
  • Reward Content Interactions
  • What’s the Payoff?
  • Vote What types of content do you produce most often?  Entertain  Inspire  Educate  Convince
  • Customer Information Behaviors Consume Act Discover
  • Optimized Content Marketing
  • Optimize Across the Lifecycle Persona: Values: Content: “Admin Jane” = Fast = Topics Influences CEO = Save $ = Keywords = Service = Media & Channelawareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Save $ Press Reviews Discount Community Referral Article Reviews Display Network Referral Service Media Blog Offers Thank You Rewards
  • Editorial Plan: Content, SEO, Social Free Download XLS at:
  • Vote How do you manage the bulk of your content creation?  A. Most activity outsourced – to agency  B. Most activity in-house – creation, curation and outreach  C. Hybrid – combination of in-house and outsourced
  • Example: Discover – Consume - ActSocial Networks PDF ContributeDirect social messages Slideshare DownloadEmail Long form interviews SubscribeBlog Single images ShareSearch Attend Conference All Content & Promotions Consider:  “Findability”  “Engagement”  “Shareability”
  • One Clever QuestionYoure a secret agent on a missionand youre having a rendezvous withyour agency contact after pulling adangerous undercover operation.You now have a coveted secret. Acontent marketing secret.What secret for achieving successwith content marketing will youshare? The content marketing worlddepends on it!
  • Planned RepurposingB2B Enterprise Enterprise Enterprise Top 10Enterprise SMB SMB B2B B2BSMB B2B Tools SMBTools Tools Win budget Tools MarketingWin budget Win budget B2B Win budget TacticsB2B Tools B2B B2B Top 20Enterprise B2B Enterprise Enterprise Tools ContentSMB Enterprise SMBTools SMB Win budget SMB MarketingWin budget Win budget Tools Win budget Tools
  • What Happened?1. Created Demand2. Dominated SERPs3. Event Awareness4. Registrations, Sessions43k ebook views - 6 days1k+ PDF downloads5k views interviews500+ social shares100+ inbound links
  • Winning Formula:• Brand Leadership• Customer Empathy• Storytelling & Creativity= Results!
  • Summary – questions please! OptimizeBook.comGreat content isn’t greatuntil it’s discovered, TopRankMarketing.comconsumed and shared. @LeeOddenFacts tell, stories sell.Winning creative is about  Recommended Smartresults, not awards. Insights resources:Brand leadership +  7 Steps Guide to Contentcustomer empathy & Marketing Strategycreativity = content  Editorial calendar templatesmarketing results.