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Executive's Guide to Content Marketing
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Executive's Guide to Content Marketing

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Content marketing is all about attracting buyers through content that creates engagement and trust delivered through online (social media) and offline channels.

Content marketing is all about attracting buyers through content that creates engagement and trust delivered through online (social media) and offline channels.


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  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880
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    • 1. Executive’s Guide to ContentMarketing
      May 19, 2011
      Bernie Borges
      1
    • 2. Agenda
      The Dawn of Social Media
      What Is Content Marketing?
      15 Actionable Steps
      Can my people make it happen?
      Measuring Results
      2
    • 3. The Dawn of Social Media
      3
    • 4. Marketing History Lesson
      1950 to 2000
      4
    • 5. In a Transition
      1990 to 2000
      5
    • 6. Marketing 1.0 vs. Marketing 2.0
      Outbound Marketing
      Inbound Marketing
      6
    • 7. Buyers Don’t Have to Tolerate It
      7
    • 8. New Marketing Paradigm
      Mindset Shift
      Content Strategy
      Relationship
      Building
      8
    • 9. New Marketing Paradigm
      9
      Inbound Marketing
    • 10. How Did We Get Here?
      10
    • 11. Farming 1.0
      11
    • 12. Farming 2.0
      12
    • 13. Telephone 1.0
      13
    • 14. Telephone 2.0
      14
    • 15. Computers 1.0
      15
    • 16. Computers 2.0
      16
    • 17. Customers Changed Too
      17
    • 18. Consumers Don’t Tolerate Marketing 1.0
      http://www.youtube.com/watch?v=heSudg-tfIk
      18
    • 19. What is Content Marketing?
      19
      Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1]
      http://en.wikipedia.org/wiki/Content_marketing
    • 20. What is Content Marketing?
      20
    • 21. What is Content Marketing?
      21
    • 22. 15 Actionable Steps
      Identify the “personas” of your target audience.
      22
    • 23. 15 Actionable Steps
      2. Identify the sources of content in your organization.
      23
    • 24. 15 Actionable Steps
      3. Develop content that speaks to the pain points of each of your target personas.
      24
    • 25. 15 Actionable Steps
      4. Develop content for each stage of your customer’s lifecycle.
      25
    • 26. 15 Actionable Steps
      5. Create an editorial calendar of your content plan.
      26
    • 27. 15 Actionable Steps
      6. Assign content production responsibilities to as many people as possible.
      27
    • 28. 15 Actionable Steps
      7. Marketing functions as traffic coordinator, not producer of all content.
      28
    • 29. 15 Actionable Steps
      8. Develop a diversified portfolio of content across different media and formats.
      29
    • 30. 15 Actionable Steps
      9. Leverage social media as communication and engagement channels for your content.
      30
    • 31. 15 Actionable Steps
      10. Define many success metrics and measure them to gauge impact of your content strategy.
      31
    • 32. 15 Actionable Steps
      11. C Level support is a must for resource allocation in developing and implementing content.
      32
    • 33. 15 Actionable Steps
      12. Produce content that has a measurable impact on sales to gain sales support.
      33
    • 34. 15 Actionable Steps
      13. Focus on educational content, not on sales-centric content.
      34
    • 35. 15 Actionable Steps
      14. Be willing to experiment with content.
      35
    • 36. 15 Actionable Steps
      15. Study content marketing in and outside your industry for new ideas.
      36
    • 37. Can My People Make it Happen?
      Skills Needed
      Writing
      Story-telling
      Authentic
      Responsive
      Analytical
      37
    • 38. Moffitt Cancer Center
      38
    • 39. Moffitt Cancer Center
      39
    • 40. Sarasota Memorial Hospital
      40
    • 41. Sarasota Memorial Hospital
      41
    • 42. Sarasota Memorial Hospital
      42
    • 43. Sarasota Memorial Hospital
      43
    • 44. All Children’s Hospital
      44
    • 45. All Children’s Hospital
      45
    • 46. All Children’s Hospital
      46
    • 47. Facebook for Non Profits
      47
    • 48. LinkedIn for Non Profits
      48
    • 49. Be a “Magnet”
      49
    • 50. More conversation…
      Bernie Borges
      bernie@findandconvert.com
      727-234-0952 ext. 1001
      Websites: http://www.findandconvert.com
      http://www.bernieborges.com
      Blog: http://www.findandconvert.com/blog
      Twitter: http://twitter.com/berniebay
      LinkedIn: http://www.linkedin.com/in/bernieborges