Social media, blogging, and content marketing

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Marketing has always required you to inform or entertain (hopefully both) to earn attention, but the way information is consumed has changed. This shift creates new opportunities to engage customers …

Marketing has always required you to inform or entertain (hopefully both) to earn attention, but the way information is consumed has changed. This shift creates new opportunities to engage customers at a lower cost than ever before. Learn about blogging, content marketing, social media, and the new influencers and what it means for you.

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  • Over a decade ago Chris Baggott founded ExactTarget. His vision was “Right Message, Right Person, Right Time”. In 2007, Chris founded Compendium with the vision of “Better Messages. More Messages.”Compendium is a blogging and content marketing platform that empowers companies to create, capture, moderate and broadcast their message online. We do this for clients such as…
  • The clients have found it’s easy to write a 140-character tweet, but Compendium has the tools and services to help them create real content, such as employee-written information and customer stories. We’ve found that blogs are the best permanent home for content, but content can (and should be!) be used and generated in many different ways, This afternoon, we’ll focus on how content and email works together. Let’s start by outlining the future of online marketing.
  • A recent study from Travel, Tweets and Trends suggests that people visit 22 online places before booking a trip. Imagine if they get a different message in those 22 places. Wouldn’t it be better if they got reinforcing ideas from those 22 visits?
  • Indium: Chief Content Officer called Indium’s blog one of the most innovative content marketing projects in the world. Indium’s “One Engineer to Another” blog features sixteen Indium employees, producing videos and posts about a variety of engineering topics. From sulfamate plating bath to soldering best practices, these guys have the 411 on all things dealing with electronics assembly materials.
  • Swanson launched an email address, FAQ@swansonvitamins.com, which they use to solicit frequently asked questions from Swanson customers. These questions are then answered by pharmacists and nutritionists via blog posts.
  • When The College Network, an educational services and eLearning provider, rantheir first Story Campaign in conjunction with National Nurses Week, they received 99 posts and generated 2,000 FacebookLikes, doubling their monthly blog traffic in the process.

Transcript

  • 1. Frank DalePresidentCompendiumTwitter:@compendium@frankcdale
  • 2. Compendium Powersthe Content Marketing Value Chain
  • 3. Big IdeasCultural and Technological Shifts:•Changing the way consumers choose to receive information•Redefining where consumers go for information• Broadening the set of influencers• Social media is as much about your customer’s friends as it is them• Some of this is actually “old wine in a new bottle”• We can’t all be chefs, but we can all learn to cook
  • 4. 78% of the US population is online in 2011That is 2.5 times larger than 2000** http://www.internetworldstats.com/america.htm#us Photo used under Creative Commons license: http://www.flickr.com/photos/psylight/357386485 /
  • 5. What are Americans doing on the internet? 78% conduct online research 151,000,000 or 48% Sources: Marketing Sherpa Benchmark Study & Hubspot
  • 6. SOCIAL MEDIA BEHAVIOR
  • 7. AVERAGE FACEBOOK USERHAS 120 FRIENDS….
  • 8. ONLY 22% OF TWITTER RELATIONSHIPS ARE RECIPROCAL “What is Twitter?” http://www.slideshare.net/haewoon/what-is-twitter-a-social-network-or-a-news-media-3922095?from=ss_embed
  • 9. The Dunbar Circle
  • 10. How does this change marketing?
  • 11. MOST MARKETERS USED TOTREAT MARKETING LIKEBOWLING
  • 12. IT WAS SILO AFTER SILO.EVERY MARKETING CHANNEL WAS INDEPENDENT.
  • 13. DIGITAL MARKETING TODAY IS LIKE PINBALL
  • 14. For Example…….People Visit 22 Online Places Before Booking • Search Engines • Facebook • Twitter • Blogs • Email • Photos & Videos • Employee Participation
  • 15. Consumers go to more sources of informationthan ever before and thanks to social mediathey expect you to be approachable andengaging…..
  • 16. Marketing has always required you to inform orentertain (hopefully both) to earn attention, butthe way information is consumed has changed….
  • 17. CAN WE BE CONSISTENT & HUMAN ACROSS22 DIFFERENT EXECUTIONS?
  • 18. Content MarketingBroadly defined, Content Marketing consists ofany and all materials a company creates andshares to better engage customers andprospects.
  • 19. You Need a Digital Content Hub
  • 20. Today’s Digital Marketing Space Email Social Media Blogs Website SEO
  • 21. The Trend in Digital Marketing Email Social Media Blogs Website SEO
  • 22. A blog can be your contentmarketing hub• It engages prospects because it is conversational• It engages customers as they get to be your advocate & share their story• It gives your social media strategy a permanent home• It even helps prospects find you as they search the way they think
  • 23. The Benefits of Business Blogging1. Blogging is conversational.2. Blogging improves search.3. Blogging demonstrates thought leadership.4. Blogging is linkable and sharable.5. Blogging is a more permanent repository for social media marketing.6. Blogging facilitates the re-imagining of marketing materials.
  • 24. The History of Blogging • 1st Generation Blogging: The Democratization of Citizen Journalism • 2nd Generation Blogging: The Rise of Thought Leadership and the CEO Blogging • 3rd Generation Blogging: The Decentralization of Business Blogging
  • 25. Current State of Blogging in 2011 51% are currently blogging 21% plan to start blogging in next 12 months 12% plan to start blogging in over12 months 16% do not have plans to start blogging Source: The State of Marketing 2011: Unica’s Annual Survey of Marketers
  • 26. How Blogging and Content Marketing Help You Acquire Customers
  • 27. The Social Media Long Tail
  • 28. Classic Influencer Campaign…aka Celebrity Endorsements Celebrity
  • 29. DATA ON CELEBRITY ENDORSEMENTS ISMIXED, ONE THING IS FOR SURE….Photo used under Creative Commons License: http://www.flickr.com/photos/59937401@N07/6104135332/
  • 30. Everyone is famous to someone they know…. Your Friends and Neighbors
  • 31. The Dunbar Circle
  • 32. Credibility? for $ Credibility with reach for pennies
  • 33. Using Customer Stories to Power Your Blog and Acquire New Customers
  • 34. Using Customer Reviews to Power Your Blog
  • 35. Using Customer Reviews to Power Your Blog
  • 36. Using Social Media to Power Your Blog
  • 37. Publish the stories on your hub first and thenpromote them on social media sites
  • 38. DON’T FORGET TO REMIND YOURCUSTOMERS TO SHARE THE STORY THEYGAVE YOU
  • 39. Internal Content Sources
  • 40. Using Product Updates to Power Your Blog
  • 41. Using Employees to Power Your Blog
  • 42. Using FAQs to Power Your Blog
  • 43. Using Campaigns to Power Your Blog
  • 44. Content Marketing, Blogging, & SearchGoogle loves content that is:• Recent• Frequent• Targeted• Well-Organized
  • 45. Brand Breakdown “Today, brands are becoming more andmore like humans. They’re taking on more and more human-like traits.” —IDEO
  • 46. @Compendium@frankcdale