Content Marketing
Pulling your content out from
under the bushel basket

Matt R. Sullivan | matt@mattrsullivan.com | @matt...
I do three things
eLearning
Tech Comm training and dev
Social media

@mattrsullivan #lavacon
Content marketing defined*
*according to The Content Marketing Institute

Content marketing is a marketing
technique of cr...
Content Marketing*
*according to Matt Sullivan**
Creating/reusing content to drive future
revenue
-orUsing content to mark...
We are all Content Strategists and Content
Marketers, some of us just make money at it
@Matt Sullivan, #lavacon 2013

@mat...
Companies that
“Do it well”
Social Media Examiner
Kolakube.com
Scriptorium
Content Wrangler

@mattrsullivan #lavacon
Social Media Examiner
socialmediaexaminer.com

@mattrsullivan #lavacon
Social Media Examiner history
Summer 2009
presented idea to biz partners
Presenting at two conventions in October

Launche...
First month, October, 2009
12,000 visitors in two weeks

@mattrsullivan #lavacon
Next four months
November Technorati top 100 biz blogs in
world, 25k visitors
jan 2010 55k unique visitors
3-4 articles a ...
socialmediaexaminer.com
Initial advertising was for founder’s whitepaper
how-to book
Website led to email subscription lis...
Point #1: Formulate a plan that
reinforces your message
TC2LS
Webinars for Adobe generate live audience
recordings create ...
Kolakube WordPress Themes
kolakube.com

@mattrsullivan #lavacon
kolakube.com
Founded by “a kid” (14) wanting to avoid
“getting into the system”
Framework for sales generation
Excellent s...
Point #2: Create funnels to convert
onlookers to participants/customers
Scriptorium
We have a lead form on cs101.com and a...
Scriptorium
Content Strategy 101 is 100% available in
pieces on the web

@mattrsullivan #lavacon
Content Wrangler
Scott went from
hosting conferences
conference speaker
Keynote speaker

While also
Facilitating marketing...
Point 5: Create a community of peers
that will carry your message forward
The Content Wrangler LinkedIn Group

@mattrsulli...
Point 6: Stop creating content that
does not further your agenda
TC2LS
Action: Stopped answering basic questions on
softwa...
Point 7: Formulate a plan that
reinforces your message
Scriptorium
Our goal is to show our expertise and
trustworthiness. ...
Point 8: Identify new content that
meets your goals
Social Media
Forums
Customer support

@mattrsullivan #lavacon
Point 9: Identify existing content that
provides value to your audience
TCS2LS
Video Lighting
Scriptorium
We looked at the...
Point 10: Identify Existing Content
that meets your goals
TC2LS
Webinar Series
Fm11 Reviewer’s Guide

@mattrsullivan #lava...
Point 11: Identify appropriate
channels for different types of
content

TC2LS
Webinars, twitter, forums (including LinkedI...
Point 12: Use content that generates
buzz about your product
Scriptorium:
Clearly, the Content Strategy 101 book serves
du...
TC2LS
Converted conference marketing materials into
classroom handouts
Video
Reused content (credited) to wistia.com
Produ...
Video – why?
Viewership stats from YouTube, 10/21/2013
More than 1 billion unique users visit YouTube
each month
Over 6 bi...
100 hours of video are uploaded to YouTube
every minute
70% of YouTube traffic comes from outside the
US
YouTube is locali...
Millions of subscriptions happen each day, and
the number of people subscribing has more
than doubled since last year

@ma...
Video – how?
Screencasts like Connect/GoToMeeting
MP4/FLV
PowerPoint recordings like Adobe Presenter
Demo/Simulation like ...
Presenter output
Powerpoint based
Easy to record and edit
Posted to YouTube
Placed in blog post

@mattrsullivan #lavacon
Rules for all content marketing
Provide real value, no Goldilocks
Minimalist, simple language
Structure with tags
Video tr...
Thanks for attending!
Matt R. Sullivan
@mattrsullivan
matt@mattrsullivan.com
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Content Marketing: Pulling your content out from under the bushel basket

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Content Marketing: Pulling your content out from under the bushel basket

  1. 1. Content Marketing Pulling your content out from under the bushel basket Matt R. Sullivan | matt@mattrsullivan.com | @mattrsullivan | mattrsullivan.com
  2. 2. I do three things eLearning Tech Comm training and dev Social media @mattrsullivan #lavacon
  3. 3. Content marketing defined* *according to The Content Marketing Institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. @mattrsullivan #lavacon
  4. 4. Content Marketing* *according to Matt Sullivan** Creating/reusing content to drive future revenue -orUsing content to market your brand **I’m happy to say I wrote this prior to looking up the definition! @mattrsullivan #lavacon
  5. 5. We are all Content Strategists and Content Marketers, some of us just make money at it @Matt Sullivan, #lavacon 2013 @mattrsullivan #lavacon
  6. 6. Companies that “Do it well” Social Media Examiner Kolakube.com Scriptorium Content Wrangler @mattrsullivan #lavacon
  7. 7. Social Media Examiner socialmediaexaminer.com @mattrsullivan #lavacon
  8. 8. Social Media Examiner history Summer 2009 presented idea to biz partners Presenting at two conventions in October Launched oct 12, 2009 days later did trade show interviewed major sm folks Chris Brogan CEO of technorati @mattrsullivan #lavacon
  9. 9. First month, October, 2009 12,000 visitors in two weeks @mattrsullivan #lavacon
  10. 10. Next four months November Technorati top 100 biz blogs in world, 25k visitors jan 2010 55k unique visitors 3-4 articles a week posts were RT'd 200-1000 times Feb ranked #1 small biz blog in world 100k visiting/month, 10k subscribers @mattrsullivan #lavacon
  11. 11. socialmediaexaminer.com Initial advertising was for founder’s whitepaper how-to book Website led to email subscription list Online conferences Social Media Success Summit Community @mattrsullivan #lavacon
  12. 12. Point #1: Formulate a plan that reinforces your message TC2LS Webinars for Adobe generate live audience recordings create perpetual touchpoint demos and blog posts reinforce message video used whenever possible @mattrsullivan #lavacon
  13. 13. Kolakube WordPress Themes kolakube.com @mattrsullivan #lavacon
  14. 14. kolakube.com Founded by “a kid” (14) wanting to avoid “getting into the system” Framework for sales generation Excellent study of pushing content into a traditional sales funnel Now mountain bikes in Austin, and manages WordPress theme sales @mattrsullivan #lavacon
  15. 15. Point #2: Create funnels to convert onlookers to participants/customers Scriptorium We have a lead form on cs101.com and also scriptorium.com but we don't get a ton of inbound contacts that way. Most people contact us directly after doing a lot of research. So, I think that cs101.com helps, but it's not like: xxxxxx people read >>> xxx people contact us via form >>> x people become customers It's more like xxxxxx people:* read cs101* attend webcasts* read white papers* go to conferences/presentations AND THEN...eventually.... contact us for help. @mattrsullivan #lavacon
  16. 16. Scriptorium Content Strategy 101 is 100% available in pieces on the web @mattrsullivan #lavacon
  17. 17. Content Wrangler Scott went from hosting conferences conference speaker Keynote speaker While also Facilitating marketing initiatives Promoting Intelligent Content Joining faculty at UC Berkeley @mattrsullivan #lavacon
  18. 18. Point 5: Create a community of peers that will carry your message forward The Content Wrangler LinkedIn Group @mattrsullivan #lavacon
  19. 19. Point 6: Stop creating content that does not further your agenda TC2LS Action: Stopped answering basic questions on software forums. Reason: Provided no potential benefit and took away from strategic time with clients @mattrsullivan #lavacon
  20. 20. Point 7: Formulate a plan that reinforces your message Scriptorium Our goal is to show our expertise and trustworthiness. The consulting relationship is quite a strong one, and we want people to understand who we are so that they can decide whether or not we're a fit for them. @mattrsullivan #lavacon
  21. 21. Point 8: Identify new content that meets your goals Social Media Forums Customer support @mattrsullivan #lavacon
  22. 22. Point 9: Identify existing content that provides value to your audience TCS2LS Video Lighting Scriptorium We looked at the question of content strategy as applied to technical content where there is quite a dearth of information. Our goal was to fill that gap. @mattrsullivan #lavacon
  23. 23. Point 10: Identify Existing Content that meets your goals TC2LS Webinar Series Fm11 Reviewer’s Guide @mattrsullivan #lavacon
  24. 24. Point 11: Identify appropriate channels for different types of content TC2LS Webinars, twitter, forums (including LinkedIn for interaction and content. LinkedIn, twitter, facebook for broadcasting @mattrsullivan #lavacon
  25. 25. Point 12: Use content that generates buzz about your product Scriptorium: Clearly, the Content Strategy 101 book serves dual purposes (income, marketing), but giving away the book content on a web site means that we get buzz, attention, distribute information and prove that we know what we are doing @mattrsullivan #lavacon
  26. 26. TC2LS Converted conference marketing materials into classroom handouts Video Reused content (credited) to wistia.com Produced for client Posted to YouTube Used in blog post Promoted via social channels @mattrsullivan #lavacon
  27. 27. Video – why? Viewership stats from YouTube, 10/21/2013 More than 1 billion unique users visit YouTube each month Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year @mattrsullivan #lavacon
  28. 28. 100 hours of video are uploaded to YouTube every minute 70% of YouTube traffic comes from outside the US YouTube is localized in 56 countries and across 61 languages According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network @mattrsullivan #lavacon
  29. 29. Millions of subscriptions happen each day, and the number of people subscribing has more than doubled since last year @mattrsullivan #lavacon
  30. 30. Video – how? Screencasts like Connect/GoToMeeting MP4/FLV PowerPoint recordings like Adobe Presenter Demo/Simulation like Adobe Captivate U3D @mattrsullivan #lavacon
  31. 31. Presenter output Powerpoint based Easy to record and edit Posted to YouTube Placed in blog post @mattrsullivan #lavacon
  32. 32. Rules for all content marketing Provide real value, no Goldilocks Minimalist, simple language Structure with tags Video transcription/translation @mattrsullivan #lavacon
  33. 33. Thanks for attending! Matt R. Sullivan @mattrsullivan matt@mattrsullivan.com
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