Unlocking the Full Power of a Content Strategy - Performance Marketing Insights 2013
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Unlocking the Full Power of a Content Strategy - Performance Marketing Insights 2013

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This was a presentation I gave at the inagural Performance Marketing Inishgts conference that took place on March 12th & 13th, 2013 at the Crowne Plaza in New York City. ...

This was a presentation I gave at the inagural Performance Marketing Inishgts conference that took place on March 12th & 13th, 2013 at the Crowne Plaza in New York City.


Content is a fundamental part of any marketing element. It's the mindset, culture and approach to delivering your customer's information needs across each stage of the buying process. Implementing a successful and engaging content strategy is paramount to today's marketing efforts.

A content strategy that is successful across search and social channels, whilst increasing trust, authority, integrity and persuasion, is an opportunity that's often overlooked.

This session is perfect if you're recycling existing resources to create reactive content, freshening up your ageing content strategy or approaching a new audience. You'll learn how to utilise new, existing and recycled resources to create content your business audience will want to devour at the earliest opportunity.

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  • Whatever you think to make it look better.
  • Whatever you think to make it look better.
  • What: Inklewriter is a free tool designed to allow anyone to write and publish interactive stories.Why: Inklewriter is perfect for writers who want to try out interactivity. Each story is given its own unique webpage to share however you want.Cost: Free


  • 1. http://blue.gl/internetreal
  • 2. Content in the Awareness StageMake it memorable, shareable & optimized* It has to stand-out* Allow & encourage sharing* PromoteMake it interesting, useable & dynamic• Tips• Tools• Tutorials• Free downloads• Include visuals
  • 3. Content in the Consideration StageBe educationalUse your content to demonstrate how it solves that problem-Product demos-In-depth tutorials-Entertaining FAQs-Buying guidesLeverage (and build) relationships-Testimonials & reviews-Case studies (tell a story)-Analysis reports
  • 4. Content in the Consideration StageCalls to Action-Get your free trial!-Watch a demo video-Call us for more info-Micro-conversions (RSS, follow, email signups)
  • 5. Humanize your brandwhile being helpful;make a connection.
  • 6. Get visitors involvedin the considerationstage
  • 7. http://www.blueglass.com/blog/how-to-write-content-that-converts/
  • 8. Content in the Purchase StageFocus on The WhyInspire your audience to buy-Share; don’t push-Elicit emotion-Be passionateTell them what they’ll getShow results; demonstrate true value with your content-ROI calculators-Descriptive case studies-Pricing information-Detailed tutorials
  • 9. Content in the Purchase StageCalls to Action-Get started today-Claim your special offer-Reserve your spot-Join us-Make a difference now
  • 10. http://zenhabits.net/fundameditate/
  • 11. http://www.blueglass.com/blog/enchanting-blog-creation/
  • 12. Content in the Retain & Upsell PhaseHow do you get them coming back?-Don’t stop offering value-Find different ways to reach them(i.e. newsletters, interactive quizzes & polls, direct-mail pieces, events, etc.)-Keep it fresh and exciting-Remind them of all benefitsDon’t stop sharing-A social strategy can be a powerful thing-So can a phone call-Or a personalized email
  • 13. http://www.mediabistro.com/alltwitter/online-time_b22186
  • 14. http://blog.kissmetrics.com/best-businesses-teach/More about what KISS does -> http://www.blueglass.com/blog/successful-content-marketing/
  • 15. http://theoatmeal.com/comics/making_things
  • 16. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
  • 17. http://www.lanechangeconsulting.com/portfolio-item/47/
  • 18. • http://contentmarketinginstitute.com/measuring-success/• http://www.convinceandconvert.com/content-marketing-2/a-field-guide-to-the-4-types-of-content-marketing-metrics/• http://searchenginewatch.com/article/2202915/Top-5-Micro-Conversions-You-Should-Measure
  • 19. http://www.copyblogger.com/content-marketing/
  • 20. http://blue.gl/everyone-involved
  • 21. Yutongohttp://ideation.yutongo.com/
  • 22. Twinehttp://gimcrackd.com/etc/src/
  • 23. Dedoosehttps://www.dedoose.com/
  • 24. ZenPenhttp://www.zenpen.io/
  • 25. Mural.lyhttps://beta.mural.ly/
  • 26. Tip of My Tonguehttp://chir.ag/projects/tip-of-my-tongue/
  • 27. Grammarlyhttp://www.grammarly.com/
  • 28. Inklewriterhttp://www.inklestudios.com/inklewriter
  • 29. http://www.blueglass.com/blog/content-creation-toolbox/