The Content Marketing in 5 Easy Steps presentation was delivered as a webinar by Susan Gunelius for Brainshark.com on April 11, 2012 and features information from two of her popular books, "Content Marketing for Dummies" and "30-Minute Social Media Marketing.".
Content Marketing in 5 Easy Steps by Susan Gunelius for Brainshark
1. Content Marketing
in 5 Easy Steps
Susan Gunelius
President & CEO, KeySplash Creative, Inc.
www.keysplashcreative.com
Featuring concepts from some of
Susan’s popular books, including:
2. 5 Steps You’ll Learn Today
Developing Your Brand Presence
Reaching out & Building Your Audience
Repurposing Content
Streamlining Your Efforts
Analyzing Your Performance
6. Establish Your Core Branded
Online Destination
Sample Business Social Media Presence
Google+
YouTube SlideShare
Page Your
Profile Group
Other
Other Facebook Blog LinkedIn Groups
Groups
Answers
Ads Your
Group
Twitter
Pinterest
Twellow
Flickr
WeFollow
7. Brand Yourself
• Promise: unique value proposition
• Position: differentiators
• Message: customer perceptions
and expectations
• Persona: Emotional connections
and relationships
8. Develop Your Brand Persona
• Examples:
Website design
Blog design
Avatar (www.gravatar.com)
Facebook page design
LinkedIn profile
LinkedIn company page
Google+ brand page
Twitter background
YouTube channel
Forum signatures
9. Creating Content
• Why you create • How you say it:
content: Be personable, honest,
If you’re just trying to and transparent.
sell more stuff, you’ll Tell stories.
fail. Give something extra or
• What you say: exclusive.
Publish content your Leave jargon and
audience needs and corporate rhetoric out.
wants. • Where you say it:
Quality trumps quantity. Leverage the broad reach
of the social web.
10. Content Marketing Can Involve All
Areas of a Business
Human Resources Executive
Networking Thought Leadership
• Facebook • Blogs
• LinkedIn Marketing
• LinkedIn Answers
• Google+ • Twitter
Create Content
• Niche networking sites • Blogs
• Quora
• Blogs • Twitter
• Twitter • YouTube
• YouTube • Digg
• StumbleUpon
• Facebook
Public Relations • Google+
• You name it!
Commenting
• Blogs
• Twitter
• YouTube
Customer Service
• Digg Direct Dialogue
• StumbleUpon • Blogs
• Forums • Twitter
• Other social bookmarking sites • YouTube
• Review sites like Yelp and Epinions • Google+
• Facebook
11. Example: NakedPizza
• Twitter discounts lead to
direct sales.
• 68% of single-day sales
have come from Twitter.
• Twitter integrated into
point-of-sale system.
• Twitter kiosks set up in “Direct mail is sent to a single
address but there are multiple
stores. people in those houses. We want to
maximize and extend our marketing
• Previous direct mail reach, and Twitter helps us do this
newsletter content is now in leaps and bounds.”
fed into Twitter. -- Jeff Roach, NakedPizza co-founder
14. Find Your Best Audience
• Listen
• Join
• Engage
• Share
Develop relationships that lead to loyalty and
trust and build your band of brand advocates!
15. Example: Cakes for Occasions
• Pictures
• Real-time promotions
• Picked up by Boston Media
• Testimonials
• Business grew 25% and
“We learned our audience
saved $10,000 in was on Facebook, so
marketing expenses in that’s where we went.”
1 year thanks to content - Kelly Delaney, Owner
Cakes for Occasions
and social media.
16. Find the Influencers
• Find the people online who already have the
eyes and ears of your target audience.
• They’re trusted.
• They’re shared.
• They’re powerful sources of word-of-mouth.
17. Example: Roger Smith Hotel
• Connected and engaged with influencers
• Special Twitter discounts
• Twitter kiosk in hotel
• Special hotel welcome to guests who come
from social web
18. Stalking Your Competitors
• Where are they publishing
content?
• What content do they publish?
• Who follows them on Twitter,
Facebook, etc.?
• Who do they follow?
• What content do they publish
that generates the most
comments, shares, likes, etc.?
21. Do’s and Don’ts
• Do add value to
repurposed content.
• Do match the content to
the medium.
• Don’t duplicate content.
• Don’t repurpose and
disappear.
22. Examples
• Images turn into:
Flickr uploads, Facebook posts, Twitter updates,
Pinterest pins, blog posts, and more!
• Blog posts turn into:
Ebooks, infographics, Google+ updates, Facebook posts,
and more!
• Brainshark presentations turn into:
Pinterest pins, YouTube videos, and more!
• Offline & traditional marketing can turn into:
Press releases, email marketing, brochures, ads, etc.
A ND VIC E VE RS A
23. Save Time and Boost Efficiency
Streamlining Your Efforts
24. Integrate, Cross-Promote, and
Automate
• Use tools to streamline activities like
publishing, promotion, analysis, and more.
• Automating cross promotion can save you
time and ensure your content is published
in the varied ways different people like to
consume it.
• Automating online reputation management
efforts helps save time and ensure you can
respond to mentions in a timely manner.
25. Popular Automation and
Cross-Promotion Tools
• Twitterfeed.com, Dlvr.it
• Tweetdeck.com, Hootsuite.com,
Seesmic.com, Socialoomph.com
• Google Alerts, SocialMention.com
• Tweetmeme.com, Facebook social tools,
AddThis.com
• Facebook and LinkedIn apps and tools to
share presentations, videos, blog posts,
and images
26. Popular Tools for
Collaboration and Delegation
• Collaboration and delegation:
CoTweet, GroupTweet, HootSuite,
Radian6/Salesforce Social Hub
• Communication and project management:
Basecamp, Backpack, Yammer, and Teambox
• Document sharing and collaboration:
Dropbox, Box.net
27. Crowdsourcing for Content
• Ask people to share:
Guest blog posts
Contest entries
Photos and videos on Facebook
Pins on Pinterest
Get creative!
Successful Examples
29. The New Forms of ROI and
Success Measurement
• ROI = Return on Investment (money)
• ROI = Return on Impression:
Eyeballs (visibility)
Perceptions (sentiment)
• ROO = Return on Opportunity (indirect marketing)
• ROO = Return on Objectives (closer to goals)
• ROE = Return on Engagement (relationships)
30. Performance Analysis
• Focus on trends
• Hard and soft metrics
• Engagement, sentiment, and conversions
Examples of What to Track: Measure Against:
• Unique site visitors • Sales
• Page views • Click-throughs
• Referrers • Online mentions
• Incoming links • Online sentiment
• How visitors travel through site
• Returning visitors
• Comments
• Followers and connections
• Retweets and @mentions
• Social shares and likes
31. Analytics Tools
• One tool isn’t enough
• Human analysis is essential
Fee-based Tools Free Tools
• Radian6 • Google Analytics
• Sysomos • Google Webmaster Tools
• SproutSocial • Hootsuite.com (also a paid version)
• Brandwatch • Tweetdeck.com
• SocialReport • Bitly
• Viralheat • Facebook Insights
• Trackur • LinkedIn company page statistics
• Alterian SM2 • Klout
• AwarenessNetworks • PeerIndex
• Unilyzer • Twitalyzer (also a paid version)
• Lithium • SocialMention.com
32. Contact Susan Gunelius
Website:
www.KeySplashCreative.com Books by
Twitter:
Susan Gunelius
www.Twitter.com/susangunelius
Facebook:
www.Facebook.com/susangunelius
www.Facebook.com/keysplashcreative
A
LinkedIn:
www.Linkedin.com/in/susangunelius
Amazon: Released April 3, 2012:
The Complete Idiot’s Guide to LinkedIn
www.amazon.com/author/susangunelius
Coming in July 2012:
Email: Blogging All-in-One for Dummies
susan@keysplashcreative.com (2nd Edition)