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Content Marketing Strategies Conference: Ardath Albee Content and Conversations
 

Content Marketing Strategies Conference: Ardath Albee Content and Conversations

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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at ...

The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.

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    Content Marketing Strategies Conference: Ardath Albee Content and Conversations Content Marketing Strategies Conference: Ardath Albee Content and Conversations Presentation Transcript

    • Create a Content Strategy for Lead Momentum
      Content & ConversationsContent Marketing + Social Media
      Presented by Ardath AlbeeCEO & B2B Marketing Strategist
    • Marketing Today
    • Opportunities
      Building more personalized relationships
      Increased credibility >> consistency
      Immersive engagement
      Expanded reach
      Be Human
    • What Buyers Want
      Helpful Information
      Insights to Problems
      No Pressure
      Choice
      Instant Gratification
      Guidance
      Set Their Own Pace
      Increased Confidence
      Professional Success
      Less Risk
      Conversations
    • The Marketing Shift
      ©2009-2011 Marketing Interactions, Inc.
    • Challenges
      Context |Content |Conversations | Consistency | Cost
    • Context Rules!
    • Content is Marketing Currency
      Marketing Content
      Vendor Currency
      Engagement Level
      Buyer Currency
    • Conversation
    • Consistency
      Blog
      Website
    • Cost
      Fuel is expensive
      Perception is hard to change
      Free isn’t cheap
      Conversations never end
      Resources are limited
      Leads are a terrible thing to waste
    • Social Media is Content Marketing
      At least 85% of Executives are using Social Media during the purchase decision.
      - Forrester Research
      The ultimate question you need to ask yourself about social is…
    • Think “Hub”
      Website
      Social/Earned
      Blog
    • Hub = Content + Conversations
      Email Invitations
      Tweets
      Press Release
      Articles
      BlogPosts
      Lead Database
      LinkedIn Status/Groups
    • An Event Hub
    • One Asset = One Goal
      Tweet > Web Traffic
      eBook > Credibility
      White paper > Lead Generation
      Email > Click Thru
      Syndication > Awareness
      Blog Post > Thought Leadership
      Article > Lead Nurturing
    • Content Hubs Amplify Goals
      Content Hub
    • Content Hub Case Study
      eBooks
      Webinars
      Syndication
      Website
      Blog
      Pocket Guide
      Email
      Tweets
    • Results
      Pocket Guide downloads – 7,000
      Webinars – 1,000 attendees each
      Individual guides – 3,000 downloads each
      Series of 5 emails – 143,000 impressions
      Social Media – Twitter, LinkedIn, Blog
      Complete book downloads associated with 7 Deals
      Three book chapters combined influenced 10 deals
      Combined webinars influenced with 11 deals
      Content + Conversations Influenced 28 Deals!
    • Plan Your Moves
      Rule of 5
      One asset
      5 ways to use it
      Use repetition wisely
      Think Niche
      Topics & Themes
      Incite Action
      What’s the 1 thing?
    • Think About What You’re Saying
      Courtesy of We Make Clouds
      By Mike Farah & J. Longo
    • Do Not Forget
      Your audience now has an audience of their own.
      Word travels FAST!
    • Monitor for Response Patterns
    • A Few Final Thoughts
      Assess your social profiles from the outside.
      Pay attention to attention.
      Nurturing doesn’t depend on a database.
      Claim your niche and stick with it.
      Be patient, persistent and consistent…across all channels.
      Ask for the action.
    • Thank You!
      Ardath Albee, B2B Marketing Strategist
      Marketing Interactions, Inc.
      Web:www.marketinginteractions.com
      Twitter:@ardath421
      Blog:http://marketinginteractions.typepad.com