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Contentmarketingkishslideshare07112013pdf 130712051851-phpapp01

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  • 1. How Content Marketing Makes Sense of Social Media Dr. Debra Zahay-Blatz 7/11/2013 Kishwaukee College, Social Media Breakfast  Copyright by Debra Zahay 2013
  • 2. OR: How To Tell Your Story through Content Marketing and Still Have a Life!  Copyright by Debra Zahay 2013
  • 3. From Joe Pulizzi Content Marketing – Definition Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior. http://contentmarketinginstitute.com/2 012/06/content-marketing-definition/  Copyright by Debra Zahay 2013
  • 4. Content Creation is Done “By Hand.” According to marketing guru Beth Kanter, “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.” http://contentmarketinginstitute.com/20 12/08/content-curation-need-to-conside/  Copyright by Debra Zahay 2013
  • 5.  Copyright by Debra Zahay 2013
  • 6. Story (Brand Identity) leads to content lead to Social Media Story Content Facebook Twitter Linkedin Video From Blog Post: The Shocking Truth about Content Marketing http://bit.ly/YB0Ww9  Copyright by Debra Zahay 2013 Blog Post
  • 7. Story (Brand Identity) leads to content lead to Social Media Story Content Facebok  Copyright by Debra Zahay 2013 Twitter Linkedin Video Blog Post
  • 8. • To the on-the-go college student or urban professional, ages 18 to 25, both male and female, WISP is the minidisposable toothbrush that makes you Be More Kissable  Copyright by Debra Zahay 2013 8 The Story (Brand Positioning)
  • 9. • • • • The Platform: Be More Kissable website The Key: a series of irreverent videos uploaded to YouTube Even More Audience: a Facebook app called Spin the Wisp The Results: $44 million in sales of the mini-toothbrush within the first seven months  Copyright by Debra Zahay 2013 9 Colgate Wisp Execution
  • 10.  Copyright by Debra Zahay 2013 10 Using Video and Social Networks, with engaging content, ColgatePalmolive Reached the Mobile Generation Y Target Market
  • 11. Questions to determine where its target audience participates: • What news sites do members of the target audience go to? • What discussion forums do they participate in? • What social networks are they active on? • What sharing sites are they active on? • Are there significant social groups on these sites?  Copyright by Debra Zahay 2013 11 Where Is the Audience Participating Online?
  • 12. • • • • • • • Are there niche online groups that the target audience is part of? What blogs do they read? Who are the influential bloggers? Who is influential on Twitter? Who are the community leaders? Are they members of organizations? What social news sites are they a part of? •Content marketing through social media depends on building relationships and connections with the target group online, and so understanding where its members are online is vital to success.  Copyright by Debra Zahay 2013 12 Where Is the Audience Participating Online?
  • 13. The Story (Brand Positioning) 13 • To the marketing professional seeking to hire in the digital and interactive field, Dr. Zahay-Blatz provides updates on digital marketing that convey the uniqueness of what she is doing in her research, consulting and in the classroom.  Copyright by Debra Zahay 2013
  • 14. Story (Brand Identity) leads to content lead to Social Media Story Content Facebook  Copyright by Debra Zahay 2013 Twitter Linkedin Video Blog Post
  • 15. Over 2,000 LinkdIn Connections form the basis of my Content Marketing Strategy; groups are critical  Copyright by Debra Zahay 2013
  • 16. Content Marketing has resulted in steady growth of Twitter followers, the RIGHT ones for me  Copyright by Debra Zahay 2013
  • 17. Repurposed and meaningful content helped my blog take off!  Copyright by Debra Zahay 2013
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  • 21.  Copyright by Debra Zahay 2013
  • 22. Content Marketing: A Disciplined Approach • Means posting meaningful content five times a week • Your own content is best and everyone can create • Content can be repurposed but must add value • • • • • Original Slideshare of presentation Summary in own blog Summary in guest blog Tweets, Facebook and Linkedin posts Refer to blog and Slideshare in other social media formats  Copyright by Debra Zahay 2013
  • 23. Content Marketing Results • Increased Pageviews on blog from 500 to 5000 a month • Increased Twitter followers steadily • Increased numbers of comments and endorsements on Linkedin  Copyright by Debra Zahay 2013
  • 24.  Copyright by Debra Zahay 2013
  • 25.  Copyright by Debra Zahay 2013
  • 26. Story (Brand Identity) leads to content lead to Social Media Story Content Facebook  Copyright by Debra Zahay 2013 Twitter Linkedin Video Blog Post
  • 27.  Copyright by Debra Zahay 2013
  • 28. Content Marketing Steps • Start with your Story in the form of a positioning statement. • Develop meaningful Content Related to Your Story. • Disseminate that Content where your audience resides online.  Copyright by Debra Zahay 2013
  • 29. Zahay.com website has links to talk, other work  Copyright by Debra Zahay 2013
  • 30. Contact Me: • @zahay • http://www.zahay.com • Cell 630-300-8838 • debrazb22@gmail.com, zahay@niu.edu • • • • http://www.linkedin.com/in/drzahay http://pinterest.com/debrazahayblatz http://www.interactivemarketing.niu.edu Read Dr. Zahay-Blatz's Blog at http://niuinteractivemarketing.blogspot.com Check out the Journal: http://bit.ly/Ia0Tg3 Read about our research in Interactive Marketing: http://bit.ly/ISa5sq Read our new Internet Marketing Textbook: http://bit.ly/JGo82t Please post job descriptions on the NIU website http://bit.ly/SJjm6F Tweet about our program using #niuim and see more info at http://bit.ly/I9iXKd • • • • • •  Copyright by Debra Zahay 2013

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