5 Steps for High Impact Content Marketing Strategy

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In the past, creating keyword-heavy, quick and dirty content helped optimize web pages for search engines, but now, the web is full of noise. More importantly, your audience is getting very particular on what they consume and share. The more content you produce and publish, the more chances you get to engage your audience, but focusing only on quantity is detrimental to your brand voice. How do you build a high-impact content marketing strategy that builds your voice and visibility online with minimum time and effort? Don’t skip a beat and learn how to balance quality content with consistent posts and distribution.

Key Takeaways:
- Practical tips for content curation to help you carve the time out of your busy schedule

- How to establish your brand as a thought leader in its field, creating credibility and building your social media follower base

- How to engage your social media followers, and convert their attention into support for your company

- Which tools and platforms can help you identify and share killer content in no time

- How to harness the potential of social media to engage your most important supporters and allies in valuable conversations

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5 Steps for High Impact Content Marketing Strategy

  1. 1. 5 Steps for Building a High Impact Content Marketing StrategyPresented by:Arabella SantiagoMarketing and Communications Director @arabellatv | #leancontent
  2. 2. Problem: The Social Web is crowded. I’m talking to you! I’m looking for you! @arabellatv | #leancontent
  3. 3. It’s hard to get heard! @arabellatv | #leancontent 3
  4. 4. It’s hard to be found. @arabellatv | #leancontent 4
  5. 5. Challenge: Achieving Visibility on the Web Goal You @arabellatv | #leancontent
  6. 6. Challenge: Achieving Visibility on the Web Visibility Path: Content Strategy You @arabellatv | #leancontent
  7. 7. Challenge: Achieving Visibility on the Web Visibility Gateway: Engagement Path: Content Strategy You @arabellatv | #leancontent
  8. 8. Path: Content Strategy Engage Tell React ListenNothing @arabellatv | #leancontent
  9. 9. Path: Content Strategy Engage Tell React ListenNothing @arabellatv | #leancontent
  10. 10. Path: Content Strategy Engage Tell React ListenNothing @arabellatv | #leancontent
  11. 11. Path: Content Strategy Engage Tell React ListenNothing @arabellatv | #leancontent
  12. 12. Path: Content Strategy Engage Tell React ListenNothing @arabellatv | #leancontent
  13. 13. How can you create impact with your content marketing strategy? @arabellatv | #leancontent 13
  14. 14. Step 1:Take the “marketing” out of your content marketing strategy @arabellatv | #leancontent 14
  15. 15. A high impactcontent strategy is an integral part ofyour core business. Not just your marketing. @arabellatv | #leancontent 15
  16. 16. Engagement Sweet Spot: Company Core Values @arabellatv | #leancontent 16
  17. 17. Engagement Sweet Spot CustomerCompany Core and Community Values Interests @arabellatv | #leancontent 17
  18. 18. Engagement Sweet Spot CustomerCompany Core and Community Values Interests Internal Team Interests @arabellatv | #leancontent 18
  19. 19. Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests Opportunity forworkforce development @arabellatv | #leancontent 19
  20. 20. Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests Opportunity for Opportunity forworkforce development personal branding @arabellatv | #leancontent 20
  21. 21. Engagement Sweet Spot: Key Content Topics Customer Company Core and Community Values Interests Internal Team Interests Opportunity for Opportunity forworkforce development personal branding @arabellatv | #leancontent 21
  22. 22. Why find the engagement sweet spot? @arabellatv | #leancontent 22
  23. 23. Forced content is too market-y @arabellatv | #leancontent 23
  24. 24. Exciting content “rallies the troops”and enlists talented content producers @arabellatv | #leancontent 24
  25. 25. Passion topics make content easier to produce and share-worthy @arabellatv | #leancontent 25
  26. 26. Practical tips:Run a survey Collect the data @arabellatv | #leancontent 26
  27. 27. Find the Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests @arabellatv | #leancontent 27
  28. 28. Step 2: Produce good content @arabellatv | #leancontent 28
  29. 29. Valuable to your audience @arabellatv | #leancontent 29
  30. 30. Consistent with your message @arabellatv | #leancontent 30
  31. 31. Dynamic: fresh and frequent @arabellatv | #leancontent 31
  32. 32. To summarize, good content is: Valuable to your audienceConsistent with your messageDynamic: fresh and frequent @arabellatv | #leancontent
  33. 33. To summarize, good content is: Valuable to your audience ll! ta atConsistent with youremessage ei cr lt to fficuDynamic: ifresh and frequent d ry Ve @arabellatv | #leancontent
  34. 34. And...not everyone is a writer. @arabellatv | #leancontent 34
  35. 35. Step 3: Add content curation to your content marketing strategy @arabellatv | #leancontent 35
  36. 36. The Old Content Cycle: One to Many Content Author Authors Editor Curators Audience Organization and Context Readers @arabellatv | #leancontent
  37. 37. The New Content Cycle: Many to Many Content Authors Authors Curators Curators Audience Organization and Context Readers @arabellatv | #leancontent
  38. 38. The New Content Cycle: Many to Many Content Authors Authors Curators Curators Necessity. Audience Organization and Context Readers @arabellatv | #leancontent
  39. 39. The New Content Cycle: Many to Many Content Authors Authors Curators Curators Opportunity! Audience Organization and Context Readers @arabellatv | #leancontent
  40. 40. The Content Explosion“Every two days we create as muchcontent as from the dawn of man up tothe year 2003.” - Eric Schmidt, Google,at the 2010 Techonomy Conference @arabellatv | #leancontent 40
  41. 41. Content Curator“Someone who continually finds, groups, organizes andshares the best and most relevant content on a specificissue online.” - Rohit Bhargava, Ogilvy“A web superhero.” - Steve Rosenbaum, Author, CurationNation @arabellatv | #leancontent
  42. 42. Content Curation Case Study @arabellatv | #leancontent 42
  43. 43. Case Study: IS Decisions @arabellatv | #leancontent
  44. 44. Case Study: IS Decisions• Information Technology Software Publisher• Specializes in Infrastructure and Security• 3,000 customers worldwide @arabellatv | #leancontent
  45. 45. Case Study: IS DecisionsProblem: How do you get top of mind ina crowded market with multiple vendorsand numerous potential customers? @arabellatv | #leancontent
  46. 46. Case Study: IS DecisionsTarget audience - technologyprofessionals: • Engineers and Specialists • CIO’s • IT Consultants @arabellatv | #leancontent
  47. 47. Which topics would engage their target audience? @arabellatv | #leancontent
  48. 48. IS Decisions curated topic lineup:Microsoft News Infrastructure IT Tools Security Corporate News @arabellatv | #leancontent
  49. 49. Content Discovery Sources: What the team reads: IT blogs, tech media Google Reader Scoop.it suggestion content engine Company blog and news @arabellatv | #leancontent
  50. 50. Content Curation Content types: News Product reviews Tips and tools Strategy Geek stuff Relevant multimedia: SlideShares, videos, infographics @arabellatv | #leancontent
  51. 51. Unique Perspective •Context •Opinion •Human touch! @arabellatv | #leancontent
  52. 52. Social Sharing + @arabellatv | #leancontent
  53. 53. Branding and Integrationwww.isdecisions.com @arabellatv | #leancontent
  54. 54. Results so far: Read the Story on our blog• Targeted audience of close to 40,000 visits on niche topics• 110,000 page views• 46,000+ search results in Google• Lead generation, brand awareness @arabellatv | #leancontent
  55. 55. @arabellatv | #leancontent 55
  56. 56. @arabellatv | #leancontent 56
  57. 57. @arabellatv | #leancontent 57
  58. 58. @arabellatv | #leancontent 58
  59. 59. Step 4: Generate new ideas, iterate, #leancontent @arabellatv | #leancontent 59
  60. 60. What is #leancontent?“The lean content model is about writing less, but sayingmore, using fast feedback loops and tools to live up tothe promise that less is more.” - Martin W. Smith,Director of Marketing at Atlantic BT @arabellatv | #leancontent 60
  61. 61. What is #leancontent?“The lean content model is about writing less, but sayingmore, using fast feedback loops and tools to live up tothe promise that less is more.” - Martin W. Smith,Director of Marketing at Atlantic BT “Like lean startup culture, the marketing sector could learn a few things from smaller, nimble means of spreading the word about a great new product...Blasting out a brand message doesn’t work if the underlying claim or value proposition is bupkis.” - As reported by J.D. Lasica, Social Media Biz @arabellatv | #leancontent 61
  62. 62. Lean Startup Model @arabellatv | #leancontent 62
  63. 63. #leancontent principles, thus far:• Scrappiness - high impact with minimum resources• Validated learning with “small bets”• Feedback loop: Build-Measure-Learn @arabellatv | #leancontent 63
  64. 64. Practical tips:Test ideas on appropriate curation platforms • Entertainment • Professional content content • Pinboard • Custom topic page • Social media • Video content chatter • Channel • Embeddable story @arabellatv | #leancontent 64
  65. 65. Practical tips:Don’t just create, SHARE your work! @arabellatv | #leancontent 65
  66. 66. Step 5:Empower your community of interests. @arabellatv | #leancontent 66
  67. 67. And they will become the cheerleaders of your brand! @arabellatv | #leancontent 67
  68. 68. Practical tips:Host events thatbring together yourcommunityPartner withother brands thathelp spread yourmessage @arabellatv | #leancontent 68
  69. 69. Review: 5 Steps for High Impact Content Marketing Strategy1. Take the “marketing” out of your content marketing strategy2. Produce “good” content3. Add content curation to your content strategy4. Generate new ideas, iterate, #leancontent5. Empower your community of interests @arabellatv | #leancontent 69
  70. 70. Thank you!Please connect with me: Arabella Santiago Marketing and Communications Director, Scoop.it arabella@scoop.it www.scoop.it @scoopit @arabellatv @arabellatv | #leancontent

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