Infusioncon 2012: Leverage content, search, and social media to create maximum exposure


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Mike Corak, Ethology

In this session, attendees will learn how companies are rallying efforts around content, and using that content to earn and own their digital exposure. Attendees will review a step by step guide to creating their own content marketing strategy, as well as tips and tools to use in implementation.


What is content marketing?
The place content marketing plays in today's digital marketing strategy (earning and owning your media)
How marketers of any size can capitalize on the movement

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  • digital marketing strategy
  • as anticipated, Google announced that Google+ activity will effect search engine result pages. rather than pulling in information from other social networks, preference will be given to Google+ activity personalizing results Search plus Your World while content marketing best practice has long combined content + search + social tactics, these strategies typically considered specific networks based on activity & potential related to the topical coverage in that location now, Google+ must be considered in all search & social strategies (social search) to at least produce the most relevant search results, likely ahead of true consumer adoption of the social network. Paid promotional options are rumored to be coming soon.
  • Lesson 1: Create Liquid Content The purpose of content excellence is to create “ Ideas ” so contagious that they cannot be controlled this is what is called “ liquid content ” . On a social web people can easily share ideas, videos & photos on social networks such Facebook. So create content that begs to be shared whether that be an image, a video or an article. Lesson 2: Ensure your Content is Linked The next part of the equation is to ensure that these ideas create content that is innately relevant to The business objectives of your company The brand Your customer interests This is “ Linked ” content…. Content that is relevant & connected to the companies goals & brand. Ensure that the content communicates your message that is congruent with your mission & values. Lesson 3: Create Conversations Coca Cola has realized that the consumer creates more stories & ideas than they do so the goal is provoke conversations & then “ Act ” & “ React ” to those conversations 365 days of the year. The new “Distribution Technologies” of Twitter, YouTube & Facebook provide greater connectivity & consumer empowerment than ever before. Don’t just publish but interact with your audience & tribe. Lesson 4. Move onto Dynamic Story Telling On traditional media in the past story telling was static & a one way street. Television & newspapers shouted at you with no interaction. Coca Cola has come the realization that to grow their business on the social web they need to move on from “ One Way Story Telling ” to “ Dynamic Story Telling ” This means you need to allow the story to evolve as you interact & converse with your customers. You need to converse with your customers in many media formats & social networks. Storytelling has moved on from static & synchronous to multifaceted, engaged & spreadable. Lesson 5: Be Brave & Creative with Your Content Creation Part of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to creating “ Liquid content “ . 70% of your content should be low risk. It pays the rent & is your bread & butter marketing.(should be easy to do & only consumes 50% of your time) 20% of your content creation should innovate of the what works. 10% of your content marketing is high risk ideas that will be tomorrows 70% or 20%. (be prepared to fail) This provides a blueprint regarding moving on from just developing white papers to maybe trying some content that is more visual & engaging in web world that has embraced multimedia & interactive content.
  • Content for search, with a bigger view on topical coverage & less on search…
  • Infusioncon 2012: Leverage content, search, and social media to create maximum exposure

    1. 1. Leveraging Content,Search, and Social for Maximum Exposure 1
    2. 2. agenda• why content marketing?• the biggest challenge in content marketing• 5 steps to developing your integrated content marketing plan mike corak – evp of strategy ethology 2
    3. 3. GET EXCITED! 3
    4. 4. better? 4
    5. 5. power to the people 5
    6. 6. why content marketing? 6
    7. 7. integration: multilayered brand ecosystem• website plays role of content hub with ability to reach the highest amount of users (over 60% of online visits come from search)• owned experiences allow for deepest user topical engagement 7
    8. 8. integration: 3 layers of your brand ecosystem• engagement is then distributed from the content hub, prioritized by target audience usage trends• bold media buys play well with various outposts, informed by interaction, traffic directed to intended calls to action (ex. engagement – social) 8
    9. 9. search: the factors (content is core) 9
    10. 10. authoritative & relevant content required 10
    11. 11. social search: another reason to integrate content+search+social 11
    12. 12. all tactics being equal, whatREALLY makes the difference? 12
    13. 13. content marketing trends• Coca-Cola has committed its • unique content + search + social marketing focus to content marketing, media in combination are powerful an initiative called Coca-Cola 2020. tactics, set to rival traditional display the following video links describe the advertising for budget strategy, video created for internal education • we anticipate efforts & budgets will continue to move in this direction, &• early adopters will receive first to• market advantage 13
    14. 14. important Coca-Cola takeaways • create liquid content Jeff Bullas • ensure your content is linked for maximum benefit • create conversations • move onto dynamic story telling • be brave & creative with your content creation 14
    15. 15. case studycontent: local store & expert pages social engagement around content and content distribution lifecycle engagement conversion result: 12,000 sales leads in 2 months 15
    16. 16. content marketing: operations 16
    17. 17. who owns content? (the biggest question in content marketing) 17
    18. 18. in the not-so distant future for many we predict a new role in marketing roles & responsibilities (think pm + journalist) catalog all content manage all content creation, curation, & distribution own content calendars & management tools measure results, arrange adjustments & optimization perform content strategy role inform & coordinate with offline & traditional efforts 18
    19. 19. but today… could it be you? 19
    20. 20. who owns content? (the biggest question in content marketing) 5 steps to developing an integrated content marketing plan 20
    21. 21. 5 steps to developing your integrated content marketing strategy 21
    22. 22. step 1: audience intelligence 22
    23. 23. audience intelligence: search perform deep keyword research to identify “topical” areas of interest categorize areas of interest & develop a brand “taxonomy” commit to topics you can & need to own compare to existing brand platform & inform brand based on findings (bottom up brand planning) 23
    24. 24. audience intelligence: social take topical interest points & perform a social media listening campaign use data collected to inform demand around: -content media type -contextual insights -targets for influence building & content distribution -opportunities for direct topical engagement 24
    25. 25. step 2: content audit 25
    26. 26. content audit stepswhat’s your story? what are you about?• catalog all existing content onsite & offsite usingURLs & capturing any related tagging – type: web page, blog post, image, infographic, ..etc. – purpose: position in conversion funnel, specific conversion or desired outcome – targeted audience segment – owner• review for quality, measurable effectiveness, &topical coverage * flag content that requires future adjustment 26
    27. 27. step 3: gap analysis 27
    28. 28. expand topical reach by targeting content & keyword ranking gapsthrough content revision, curation, & creation effortsprioritize keyword targeting by examining the quick-win & convergingopportunities as well as any ranking gaps that may exist based on aggregate all on-and-offline promotional & marketing plans,personas, brand guidelines, & related creative briefs. understand conversionfunnelstep 1: match type of content to persona &/or stage in engagement cycle, &desired goal/outcomestep 2: choose the tone of content based on targeted audience & brandstep 3: plan to adjust & optimize current content according to demandstep 4: plan to create content for missing topics/keywords, & optimize foron-&-off site visibility 28
    29. 29. emarketer survey content types that are most valuable for directly supporting marketing objectives according to B2B & B2C marketing professionals globally *don’t forget infographics! 29
    30. 30. think multi-channel (ex. local content) content drives audiences to your brand & affects every aspect of the decision making process. a geo-targeted content strategy will consider all forms of content, contextual & media-driven. develop a local search strategy built for the future, creating content that targets locations from the top down, while building in a framework for further individual expansion. address the strategic focus of your content, ensuring your brand is visible for how audiences search locally throughout the funnel to maximize relevance & exposure. * other potential uses to consider: onsite, offsite, mobile, international, audience, ..etc. 30
    31. 31. step 4: plan creation 31
    32. 32. content plan creation steps• team identification: identify (draft) full team formally assigning roles & responsibilities, capabilities, & expectations.• production planning: review inputs, identifying & prioritizing content flagged for adjustment, & existing content gaps, by topical significance & potential return, & eventual location (channel). also assign tone & goals for each piece.• activity scheduling & assignment: schedule activity with all in-mind across the entire team planning for adjustment, creation, curation, & distribution. 32
    33. 33. content calendar(s) creationcreate reference documents for content managers, outlining activities,targeted topics, links, outposts, ..etc. these documents will act asguides to keep link & content team members in sync. 33
    34. 34. measurement planning track cross-channel influence & conversion points along the funnelattribution: enable visibility into the key traffic sources, visitorcontexts, & content interactions that define a multi-session visitor-to-value funnelintegration: provide a scalable framework of technology & processesto enable integration of tactical, conversion, & behavioral analytics data 34
    35. 35. step 5: execution & optimization 35
    36. 36. content marketing process Joe Pulizzi 36
    37. 37. resources 37
    38. 38. favorite reference companies, organizations & blogs 38
    39. 39. content marketing world infographic 39
    41. 41. 41
    42. 42. 42
    43. 43. 43