1. Capture, Connect and Communicate with
Content Marketing
Jessica L. Levin, MBA, CMP

2. About My
About Me
Company
@Jessicalevin

3. Just the Facts
• B2B Marketers allocate approximately
26% of their budgets to content marketing
• The biggest challenge facing content
marketers (36%) today: Producing
Engaging Content
• 51% of content marketers plan to increase
their budgets over the next 12 months
• Source: Marketo

4. Just the Facts
The most popular content marketing
tactics used by businesses today include:
• Social Media (79%)
• Article posting (78%)
• In-person events (67%)
• eNewsletters (61%)
• Case Studies (55%)
Source: Marketo

5. WHAT THE HECK IS
CONTENT MARKETING?

6. Social Media Community
Photos
Newsletters
Events
Video
Apps
Interviews Website
Blogs
Podcasts
White Papers Case Studies
Surveys
QR Codes
Infographics

8. • What
do
you
want
to
accomplish?
Goals
and
Strategy
Objec?ves?
Strategy
• Based
on
your
goals
and
resources
which
channel(s)
Evalua?on
are
best
for
your
organiza?on?
Planning
• How
are
you
going
to
accomplish
your
goals?
Planning
Scheduling,
etc.
Access
Implementa?on
• Just
Do
it!
Measure
• What’s
working?
What’s
not?

9. Content Marketing Checklist
Factor
Things
to
Consider
Goal
AQrac?ng
new
aQendees?
Keep
‘em
coming
back?
Time
Available
How
much
?me
does
the
channel
take
per
day/week/month?
Audience
Where
does
your
market
get
it’s
content?
Time
Sensi?vity
How
quickly
does
you
message
need
to
get
out?
Technical
Is
programming
involved?
Will
training
be
needed?
Budget
Do
you
have
money
to
outsource
wri?ng,
etc.?

10. Mommy,
Where
Does
Content
Come
From?

11. Who Provides Fuel for Thought?
• Attendees
• Vendors
• Staff
• Speakers
• Competitors (Coopetition)
• Industry
• Government
• Random

12. Content Sources
• Twitter, Facebook, LinkedIn, Google+
• Magazines
• Newspapers
• Blogs
• Suggestion Tools (Zite, Feedly,
Stumbleupon)
• Conversations
• TV/Radio

13. Newsletters
Format Audience
• Paper vs. Electronic • Members/Clients
• Frequency • Potential Members/
• Contributors Prospects
Have
you
considered
sending
abbreviated
versions
to
prospects?

14. Webinars
Live vs. Prerecorded
Members/
Free vs. Paid
Attendees
Only?
Selling During a
Webinar: OK or Not Virtual Passes
OK?

15. Interviews
Interviews
can
be
great
teaser
content
for
mee?ngs
and
events.

16. Blogs

17. Blogs

18. Video

19. Surveys
Providing an executive
summary can be a great
marketing tool.
SHRM has a great example
of content marketing with
preferred pricing for
members.

20. Social Media
New
kid
on
the
block!

21. Graphical Sharing
• Photo boards that express personal
interests.
• Can be used by people or brands.
• Great for visual products.
• Huge trend in graphical social networks.

22. Customized Pinterest Boards

23. Brands on Pinterest

24. Brands on Pinterest

25. Community
Peer-to-Peer Communities Encourage Content
Generation Through Interaction Discussion and
Knowledge Sharing!

26. BUT, WE CAN’T GIVE IT
AWAY…

27. Marketing

28. Lead Generation

30. SEO
Know Thy

31. Benefits of
Membership

32. Member Benefits
What
content
is
unique
enough
for
members/
aQendees
only?

33. Thought
Leadership

34. Thought Leadership
Is Your
Organization
a
Rockstar?

35. Where to Spend Your Time?

36. Content Marketing Checklist
Factor
Things
to
Consider
Goal
AQrac?ng
new
aQendees?
Keep
‘em
coming
back?
Time
Available
How
much
?me
does
the
channel
take
per
day/week/month?
Audience
Where
does
your
market
get
it’s
content?
Time
Sensi?vity
How
quickly
does
you
message
need
to
get
out?
Technical
Is
programming
involved?
Will
training
be
needed?
Budget
Do
you
have
money
to
outsource
wri?ng,
etc.?
Remember This?

37. Sample Content Schedule:
National Pudding Manufacturers and Retailers
Conference
Date
Channel
(S)
Topic
Who
Week
1
February
20,
2012
Blog
Pudding
Sales
on
the
Rise
JL
February
21,
2012
Facebook/TwiQer
Organic
ingredients
MC
February
22,
2012
YouTube
Teaser
from
keynote
speaker
JL
February
23,
2012
Facebook
/TwiQer
Tips
about
mee?ng
des?na?on
MC
February
24,
2012
Facebook/TwiQer
Promote
aQendees
content
MC
Week
2
February
27,
2012
Blog
Green
Pudding
Manufacturing
JL
February
28,
2012
Facebook/TwiQer
Green
manufacturing
trends
MC
February
29,
2012
Facebook/TwiQer
Retail
marke?ng
trends
MC
March
1,
2012
Monthly
Podcast
Interview
with
pudding
retailer
MC
March
2,
2012
Facebook/TwiQer
Promote
aQendees
content
MC

38. “The Speakers Who Don’t Leave”
Jessica
L.
Levin,
MBA,
CMP
President
and
Chief
Connector
Seven
Degrees
Communica?ons
@jessicalevin
www.linkedin.com/in/jessicalevin
jlevin@sevendegreescommunica?ons.com
908-­‐912-­‐4418