Follow @johncarcuttJohn CarcuttDirector of SEO & Social Mediapresented byThe “New” ContentMarketing Landscape
Follow @johncarcuttAdvance DigitalOne of the largest local media companies in the US
Follow @johncarcuttAdvance PublicationsThe parent company of Advance Digital and CondeNast
Follow @johncarcuttAdvance PublicationsThe parent company of Advance Digital and CondeNast
Follow @johncarcuttWho is this guy?Why should I take the time to listen to him?John CarcuttDirector of SEO & Social MediaA...
Follow @johncarcuttWhat is it?
Follow @johncarcutt“It’s a marketing process to attractand retain customers by consistentlycreating and curating content i...
Follow @johncarcuttCredited with creating the first Content Marketing Campaign
Follow @johncarcutt• 1900 – Michelin develops the “Michelin Guides” to help drivers maintaintheir cars and find decent lod...
Follow @johncarcuttThe Internet!
Follow @johncarcuttNow there is a debate.Content MarketingorInbound Marketing
Follow @johncarcuttMost traditional advertisingmediums are moving online.Content Marketing is movingwith them.
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcuttThe 7 Layers of ContentThe 7 Layers of ContentInteractive BasedDocument BasedSoftware BasedAudio BasedV...
Follow @johncarcuttThe 7 Layers of ContentThe 7 Layers of ContentInteractiveDocumentsSoftwareAudioVideoText Based• Blogs• ...
Follow @johncarcuttThe 7 Layers of ContentThe 7 Layers of ContentInteractive BasedDocumentsSoftwareAudioVideo• Contests• S...
Follow @johncarcuttYep, it’s overwhelming.
Follow @johncarcutt1. Know “why” you are doing it2. Know “who” you are speaking to3. Know “what” you want to happen
Follow @johncarcutt1. Lead conversion & nurturing2. Customer loyalty/retention3. Customer up-sell4. Passionate subscribers...
Follow @johncarcutt1. Revenue2. Lower expenses3. Happier customersThe return on any one of the those goals should have a d...
Follow @johncarcutt1. Who are they, how do they spendtheir day?2. What are their needs, how will yourcontent ease their pa...
Follow @johncarcuttThis is about defining your “Editorial MissionStatement”.Once you know the Why and Who youcan create th...
Follow @johncarcuttCreate a “Voice” based on your company’spersonaKeep your “Voice” consistentSlightly modify your Voice f...
Follow @johncarcuttContentOptimizationSocializationPromotion
Follow @johncarcutt1. Sponsored Content2. Video Distribution3. White Papers4. Micro Website5. eBook
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcuttCreate content campaigns which help easecustomer pain pointsFocus on specific customer personas (shotgu...
Follow @johncarcuttThank You!I hope you found this useful.
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Content marketing - John Carcutt - Digitizing

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Content marketing - John Carcutt - Digitizing

  1. 1. Follow @johncarcuttJohn CarcuttDirector of SEO & Social Mediapresented byThe “New” ContentMarketing Landscape
  2. 2. Follow @johncarcuttAdvance DigitalOne of the largest local media companies in the US
  3. 3. Follow @johncarcuttAdvance PublicationsThe parent company of Advance Digital and CondeNast
  4. 4. Follow @johncarcuttAdvance PublicationsThe parent company of Advance Digital and CondeNast
  5. 5. Follow @johncarcuttWho is this guy?Why should I take the time to listen to him?John CarcuttDirector of SEO & Social MediaAdvance DigitalFollow on Twitter @johncarcutt• 12 Years in SEO and Online Marketing• SEO Teacher and Speaker, University of Miami, National & Local Level• Published on most major online search publications and news sites.• Co-Host of SEO101 on Webmaster Radio (weekly radio show)• Worked with thousands of local and national companies on SEO• Has worked both as an in-house SEO and built SEO divisions fornational advertising agencies.
  6. 6. Follow @johncarcuttWhat is it?
  7. 7. Follow @johncarcutt“It’s a marketing process to attractand retain customers by consistentlycreating and curating content inorder to change or enhance aconsumer behavior.”Joe Pulizzi – Content Marketing Institute
  8. 8. Follow @johncarcuttCredited with creating the first Content Marketing Campaign
  9. 9. Follow @johncarcutt• 1900 – Michelin develops the “Michelin Guides” to help drivers maintaintheir cars and find decent lodging.• 1904 – Jell-O distributes free recipe book that leads to $1 million in sales by1906.• 1930s – P&G creates and sponsors radio “soap” operas.• 1982 – Hasbro partners with Marvel to create G.I. Joe series of comicbooks, which leads to a revolution in the toy industry.• 1987 – LEGO launches Brick Kicks magazine (now LEGO Club magazine)• 2004 – Microsoft launches Channel 9, one of the first corporate blogs froma major brand.• 2007 – BlendTec develops Will It Blend? video series.• 2008 – American Express launches Open Forum.• 2008 – P&G creates BeingGirl.com for adolescent teen girls.
  10. 10. Follow @johncarcuttThe Internet!
  11. 11. Follow @johncarcuttNow there is a debate.Content MarketingorInbound Marketing
  12. 12. Follow @johncarcuttMost traditional advertisingmediums are moving online.Content Marketing is movingwith them.
  13. 13. Follow @johncarcutt
  14. 14. Follow @johncarcutt
  15. 15. Follow @johncarcutt
  16. 16. Follow @johncarcutt
  17. 17. Follow @johncarcuttThe 7 Layers of ContentThe 7 Layers of ContentInteractive BasedDocument BasedSoftware BasedAudio BasedVideo BasedImage BasedText Based
  18. 18. Follow @johncarcuttThe 7 Layers of ContentThe 7 Layers of ContentInteractiveDocumentsSoftwareAudioVideoText Based• Blogs• Sponsored• Articles• Email• eBooks• Brochures• Manuals• Case Studies• Social Posts• Guides• Press Releases• Data Sheets• White Papers• Workbooks• Etc.
  19. 19. Follow @johncarcuttThe 7 Layers of ContentThe 7 Layers of ContentInteractive BasedDocumentsSoftwareAudioVideo• Contests• Sweepstakes• Voting• Webinars• Guides• Courses• Widgets• SaaS• Sponsored• Data Sets• Etc.
  20. 20. Follow @johncarcuttYep, it’s overwhelming.
  21. 21. Follow @johncarcutt1. Know “why” you are doing it2. Know “who” you are speaking to3. Know “what” you want to happen
  22. 22. Follow @johncarcutt1. Lead conversion & nurturing2. Customer loyalty/retention3. Customer up-sell4. Passionate subscribersThere are a number of possible business goals you can have.
  23. 23. Follow @johncarcutt1. Revenue2. Lower expenses3. Happier customersThe return on any one of the those goals should have a directimpact in one of these areas:.“How are customers and prospects who engage with mycontent different from those who don’t?”
  24. 24. Follow @johncarcutt1. Who are they, how do they spendtheir day?2. What are their needs, how will yourcontent ease their pain points?3. Why do they care about us, how canwe grab their attention?You need to understand your audienceand build persona(s).
  25. 25. Follow @johncarcuttThis is about defining your “Editorial MissionStatement”.Once you know the Why and Who youcan create the focus.This is not a focus on your products & services,but on the needs of your personas.
  26. 26. Follow @johncarcuttCreate a “Voice” based on your company’spersonaKeep your “Voice” consistentSlightly modify your Voice for specificcustomer personas if needed
  27. 27. Follow @johncarcuttContentOptimizationSocializationPromotion
  28. 28. Follow @johncarcutt1. Sponsored Content2. Video Distribution3. White Papers4. Micro Website5. eBook
  29. 29. Follow @johncarcutt
  30. 30. Follow @johncarcutt
  31. 31. Follow @johncarcutt
  32. 32. Follow @johncarcutt
  33. 33. Follow @johncarcutt
  34. 34. Follow @johncarcutt
  35. 35. Follow @johncarcutt
  36. 36. Follow @johncarcutt
  37. 37. Follow @johncarcutt
  38. 38. Follow @johncarcutt
  39. 39. Follow @johncarcuttCreate content campaigns which help easecustomer pain pointsFocus on specific customer personas (shotgunapproach will not work)Become a knowledge center not an advertiserYou need a long term commitment
  40. 40. Follow @johncarcuttThank You!I hope you found this useful.
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