#cmi              Today’s Webinar:         Keeping Your Stories Straight:       Aligning Social Media and Content         ...
#cmiBefore We Get Started• Interact with the presenters anytime – ask questions!• Type into the “ask a question” text area...
#cmi  Hi I’m Joe Pulizzi  (@juntajoe)#CMI   @juntajoe   @ardath421 @PR_Maven
#cmiCMI teaches marketers how to effectively own their media channels to attract and retain customers.        EVENTS      ...
#cmi           Sept. 9-12, 2013               Coming AGAIN in 2014!            Cleveland, OH#CMI   @juntajoe   @ardath421 ...
#cmiToday’s Agenda:   • Creating a consistent story   • Measuring success   • Examples to get you started#CMI   @juntajoe ...
#cmiToday’s Speakers:           Ardath Albee             Paige Musto           @ardath421               @PR_Maven #CMI   @...
Keeping Your Stories Straight:  Aligning Social Media and Content         Marketing Strategies                            ...
About Ardath Albee                                         Clients include:Storyteller, Die-Hard Writer, Marketing Geek, S...
Conversation Starters73% of IT Decision Makers want to discover ideasthey can share and discuss with colleagues. IDG
A Few Things About Humans
Going Au Naturel              Nurturing programs are              not defined by your              database.
Gain Reach With “Natural Nurturing”                                                      Your Database Has Limits         ...
Orchestrate Progression
Why Consistency CountsIt’s up to you to connect the dots for your prospects.They will not do it themselves.
Channel Consistency is Critical  Twitter          Website                Blog                                How access to...
Think “Hubs”
Email                                                               Twitter                                               ...
Engagement Is Your Compass           •   Audience   Use this data           •   Topics     to inform                      ...
Thank You!Ardath Albee, B2B Marketing StrategistMarketing Interactions, Inc.Web: www.marketinginteractions.comTwitter: @ar...
Paige MustoSr. Manager, Public Relations & Social Mediapaige@act-on.net@PR_Maven      www.act-on.com | @ActOnSoftware | #A...
Embracing the New Speed of Business  • Growing use and adoption of mobile & social  • Multiplication of communication chan...
Is Agile Marketing Right for Me?  • Outgrown a static annual plan  • Experiment + variety  • Big data, analytics, & KPIs  ...
Metrics for Social Media’s Contribution  • Total # of leads  • Volume and share of voice  • Engagement  • Frequency of has...
Building a Calendar Workflow           Master Campaign Calendar                   Content Marketing Calendar              ...
Review• Embracing the New Speed of Business• Is Agile Marketing Right for Me?• Metrics for Social Media’s Contribution• Re...
#cmi           Questions & Answers       Keep your questions coming. Type into the       “ask a question” text area and cl...
#cmi       Thank you for attending          today’s webinar!A link to the archive will be sent to you in a day or two     ...
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Keeping Your Stories Straight: Aligning Social Media and Conent Marketing Strategies

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Keeping Your Stories Straight: Aligning Social Media and Conent Marketing Strategies

  1. 1. #cmi Today’s Webinar: Keeping Your Stories Straight: Aligning Social Media and Content Marketing Strategies#CMI @juntajoe @ardath421 @PR_Maven
  2. 2. #cmiBefore We Get Started• Interact with the presenters anytime – ask questions!• Type into the “ask a question” text area – click submit.• The slides will advance automatically throughout the event.• Having trouble? Click “Help” link below the media player.#CMI @juntajoe @ardath421 @PR_Maven
  3. 3. #cmi Hi I’m Joe Pulizzi (@juntajoe)#CMI @juntajoe @ardath421 @PR_Maven
  4. 4. #cmiCMI teaches marketers how to effectively own their media channels to attract and retain customers. EVENTS MEDIA CONSULTING CCO Magazine#CMI @juntajoe @ardath421 @PR_Maven
  5. 5. #cmi Sept. 9-12, 2013 Coming AGAIN in 2014! Cleveland, OH#CMI @juntajoe @ardath421 @PR_Maven
  6. 6. #cmiToday’s Agenda: • Creating a consistent story • Measuring success • Examples to get you started#CMI @juntajoe @ardath421 @PR_Maven
  7. 7. #cmiToday’s Speakers: Ardath Albee Paige Musto @ardath421 @PR_Maven #CMI @juntajoe @ardath421 @PR_Maven
  8. 8. Keeping Your Stories Straight: Aligning Social Media and Content Marketing Strategies @ardath421 Ardath Albee CEO & B2B Marketing Strategist Marketing Interactions, Inc.
  9. 9. About Ardath Albee Clients include:Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut27 years of business management & marketing leadership Author of eMarketing Strategies for the Complex Sale Industry Speaker, Workshop Leader, Blogger Top 50 Marketing & Sales Influencer 2012Obsessed about helping B2B companies use eMarketingstrategies & contagious content platforms to turn prospectsinto buyers.Believes buyer personas are the key foundational tool for everycontent strategy.www.marketinginteractions.com @ardath421
  10. 10. Conversation Starters73% of IT Decision Makers want to discover ideasthey can share and discuss with colleagues. IDG
  11. 11. A Few Things About Humans
  12. 12. Going Au Naturel Nurturing programs are not defined by your database.
  13. 13. Gain Reach With “Natural Nurturing” Your Database Has Limits Search Get Found Email for Tweets Press Release Nurturing Articles Blog Lead Posts DatabaseConnected Conversations LinkedIn Status/Groupsand Content Pathways Offers for Lead Generation
  14. 14. Orchestrate Progression
  15. 15. Why Consistency CountsIt’s up to you to connect the dots for your prospects.They will not do it themselves.
  16. 16. Channel Consistency is Critical Twitter Website Blog How access to colleagues and data powers productivity Improve your customer satisfaction with presence Shorten your time to revenue with project workspacesProduct Focus Company Focus Customer Focus
  17. 17. Think “Hubs”
  18. 18. Email Twitter Facebook LinkedIn Google+ WOM Gain “Earned” Triggers#1 for use & influence is information supplied by a peer/colleague
  19. 19. Engagement Is Your Compass • Audience Use this data • Topics to inform marketing • Channels program • Content design
  20. 20. Thank You!Ardath Albee, B2B Marketing StrategistMarketing Interactions, Inc.Web: www.marketinginteractions.comTwitter: @ardath421Blog: http://marketinginteractions.typepad.com Free Persona Tool www.upcloseandpersona.com
  21. 21. Paige MustoSr. Manager, Public Relations & Social Mediapaige@act-on.net@PR_Maven www.act-on.com | @ActOnSoftware | #ActOnSW
  22. 22. Embracing the New Speed of Business • Growing use and adoption of mobile & social • Multiplication of communication channels • Increased transparency; always-on • Greater accessibility to customers & prospectsKEY: Take advantage of highly visible & relevant chatter/trends to increase brand salience www.act-on.com | @ActOnSoftware | #ActOnSW
  23. 23. Is Agile Marketing Right for Me? • Outgrown a static annual plan • Experiment + variety • Big data, analytics, & KPIs • Individuals & interactions supersede target markets • Collaborate and unify teamsKEY: Unified front at all touch points – continuously adjust to changing conditions www.act-on.com | @ActOnSoftware | #ActOnSW
  24. 24. Metrics for Social Media’s Contribution • Total # of leads • Volume and share of voice • Engagement • Frequency of hashtag usedKEY: Many pieces of the puzzle fit together to build the bigger picture www.act-on.com | @ActOnSoftware | #ActOnSW
  25. 25. Building a Calendar Workflow Master Campaign Calendar Content Marketing Calendar Social Ed Calendar ShareKEY: Interrelated content that complements and supports your strategy www.act-on.com | @ActOnSoftware | #ActOnSW
  26. 26. Review• Embracing the New Speed of Business• Is Agile Marketing Right for Me?• Metrics for Social Media’s Contribution• Real World Example• Building a Calendar Workflow www.act-on.com | @ActOnSoftware | #ActOnSW
  27. 27. #cmi Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit.#CMI @juntajoe @ardath421 @PR_Maven
  28. 28. #cmi Thank you for attending today’s webinar!A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com#CMI @juntajoe @ardath421 @PR_Maven

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