0
Create Something
Remark[et]able
able
How to do good content marketing
am i?
Who
Digital Strategist
Early Adopter
Designer
Former Social Media Club
Secretary
Creative/UX Director
Google Glass E...
is content marketing?
What
Content Marketing
Wikipedia: any marketing format that involves the
creation and sharing of media and publishing content i...
Content Marketing
Value + (entertaining/informative)
Free
hard sell + (boring/vague)
Paid
Blog Posts
Articles
Videos
Infographics
eBooks
Digital Magazines
Website Copy
Product Descriptions
Podcasts
Newsletters
Wh...
Your Blog
Your Website
Other Blogs
Partner Websites
Facebook
LinkedIn
YouTube
Twitter
Google Plus
Pinterest
Instagram
Podc...
Content Marketing
Does Not Try To:
Convert Customers Directly
Content Marketing
Does Not Try To:
Acquire Leads Directly
Content Marketing
Does Not Try To:
Make Sales Directly
Content Marketing
Does Not Try To:
Content Marketing
Does Try To:
Create Familiarity
Content Marketing
Does Try To:
Build Trust
Content Marketing
Does Try To:
Establish Credibility
Content Marketing
Does Try To:
Increase Likability
Content Marketing
Does Try To:
Quality Indicators
Social Scores
Likes
+1s
Subscribes
Shares
Comments
Votes
Retweets
Links
Views
Mentions
Clicks
Downloads...
High Quality & Popular
Content
Quality Indicators/Social Scores =
Website Visits & Search Engine Rankings
John Deere
1895
Michelin Guides
1829
Guinness Book of
World Records
1955
Content Marketing
Is Not New
It Just Looks
Different Now
It Just Looks
Different Now
It Just Looks
Different Now
It Just Looks
Different Now
It Just Looks
Different Now
use content marketing?
Why
of consumers are more likely
to buy from a company that
delivers custom content.
61%
Companies with
active blogs receive97%More leads
of users’ time is spent
surfing the Internet on
content-led websites.20%
marketers are doing content marketing right & wrong
How
of their marketing
budget on
content.
42%
Companies with
less than 10
employees spend
of CMOs believe
content marketing
is the future
78%
have a content
marketing
strategy50%
Desired Content
Brands vs. Consumers
Consumers
Brands
Office Max
Game
36 million visits, 11 million elves shared
Centers for Disease Control
eBook
Web traffic
increased 10x
Twitter following
increased 100x
Cost: $0
Boston Technologies
Landing Page & eBook
Landing page with eBook
download
5000% increase in leads
#1 unpaid Google result
...
Star Trek
Facebook
Star Trek
Facebook
X
5,333,442 potential Likes
2,886,724 potential comments
videos and images
in press releases
increases views by
45%
PRNewswire
Add images to an
article to increase
viewing by
94%
Skyword
videos on landing
pages increased
conversions by
86%
more likely to
be shared
than links10xVideos
Are
more
popular than
links5xImages
Are
when
infographics
are added
are added
12%
Website
traffic
increased
to improving your content marketing
Tips
Content
Formula
Quality
Content
Self-
Promotion
Tip 1
Leverage
A) spread a single bit of content over multiple
content forms: tweets, infographics, images
B) test content...
Tip 2
Infographics
A) use credible sources
B) create a blog post around your infographic
C) promote with a press release
D...
Tip 2b
Infographics
A. submit to infographic aggregators:
dailyinfographic.com
coolinfographics.com
infographicsshowcase.c...
Tip 3
Video
A) get a smartphone & video editing apps
B) publish on YouTube, Vine, Instagram, Facebook,
Pinterest
C) use sc...
Tip 4
Images
A) a picture is worth 1000 words, say more with
less
B) ALWAYS include an image with a SoMe post or
blog
C) g...
Tip 5
Webinars & Slide Decks
A) YOU cannot design
B) use interesting titles
C) use provocative images
D) choose soft sell ...
Tip 6
Articles & Blog Posts
A) don't overuse keywords
B) use provocative titles
C) reference your other blog posts and oth...
what can I answer for you?
Questions
www.engine-east.com
info@engine-east.com
617.840.2618
Contact
what can I answer for you?
Infographics
Remark[et]able 2014
Remark[et]able 2014
Remark[et]able 2014
Upcoming SlideShare
Loading in...5
×

Remark[et]able 2014

321

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
321
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Remark[et]able 2014"

  1. 1. Create Something Remark[et]able able How to do good content marketing
  2. 2. am i? Who Digital Strategist Early Adopter Designer Former Social Media Club Secretary Creative/UX Director Google Glass Explorer Web-Mobile-Print-Video- Social Michael Durwin Fuseideas Clients: HBO Microsoft GMC Disney ESPN Amazon ABC Liberty Mutual J Jill Comcast
  3. 3. is content marketing? What
  4. 4. Content Marketing Wikipedia: any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Synonym: inbound marketing
  5. 5. Content Marketing Value + (entertaining/informative) Free hard sell + (boring/vague) Paid
  6. 6. Blog Posts Articles Videos Infographics eBooks Digital Magazines Website Copy Product Descriptions Podcasts Newsletters White Papers Research Reports Webinars Slideshows Case Studies Reviews Images Games Memes What Is Content?
  7. 7. Your Blog Your Website Other Blogs Partner Websites Facebook LinkedIn YouTube Twitter Google Plus Pinterest Instagram Podcasts App Store Flickr Press Releases Newsletters Dribbble Live Events Publications Where to Put Content?
  8. 8. Content Marketing Does Not Try To:
  9. 9. Convert Customers Directly Content Marketing Does Not Try To:
  10. 10. Acquire Leads Directly Content Marketing Does Not Try To:
  11. 11. Make Sales Directly Content Marketing Does Not Try To:
  12. 12. Content Marketing Does Try To:
  13. 13. Create Familiarity Content Marketing Does Try To:
  14. 14. Build Trust Content Marketing Does Try To:
  15. 15. Establish Credibility Content Marketing Does Try To:
  16. 16. Increase Likability Content Marketing Does Try To:
  17. 17. Quality Indicators Social Scores Likes +1s Subscribes Shares Comments Votes Retweets Links Views Mentions Clicks Downloads Plays
  18. 18. High Quality & Popular Content Quality Indicators/Social Scores = Website Visits & Search Engine Rankings
  19. 19. John Deere 1895 Michelin Guides 1829 Guinness Book of World Records 1955 Content Marketing Is Not New
  20. 20. It Just Looks Different Now
  21. 21. It Just Looks Different Now
  22. 22. It Just Looks Different Now
  23. 23. It Just Looks Different Now
  24. 24. It Just Looks Different Now
  25. 25. use content marketing? Why
  26. 26. of consumers are more likely to buy from a company that delivers custom content. 61%
  27. 27. Companies with active blogs receive97%More leads
  28. 28. of users’ time is spent surfing the Internet on content-led websites.20%
  29. 29. marketers are doing content marketing right & wrong How
  30. 30. of their marketing budget on content. 42% Companies with less than 10 employees spend
  31. 31. of CMOs believe content marketing is the future 78%
  32. 32. have a content marketing strategy50%
  33. 33. Desired Content Brands vs. Consumers Consumers Brands
  34. 34. Office Max Game 36 million visits, 11 million elves shared
  35. 35. Centers for Disease Control eBook Web traffic increased 10x Twitter following increased 100x Cost: $0
  36. 36. Boston Technologies Landing Page & eBook Landing page with eBook download 5000% increase in leads #1 unpaid Google result 8 man hours, $0, 3 years ago
  37. 37. Star Trek Facebook
  38. 38. Star Trek Facebook X 5,333,442 potential Likes 2,886,724 potential comments
  39. 39. videos and images in press releases increases views by 45% PRNewswire
  40. 40. Add images to an article to increase viewing by 94% Skyword
  41. 41. videos on landing pages increased conversions by 86%
  42. 42. more likely to be shared than links10xVideos Are
  43. 43. more popular than links5xImages Are
  44. 44. when infographics are added are added 12% Website traffic increased
  45. 45. to improving your content marketing Tips
  46. 46. Content Formula Quality Content Self- Promotion
  47. 47. Tip 1 Leverage A) spread a single bit of content over multiple content forms: tweets, infographics, images B) test content effectiveness C) survey customers about preferred content format D) repurpose and repackage assets and data
  48. 48. Tip 2 Infographics A) use credible sources B) create a blog post around your infographic C) promote with a press release D) break into screenshots for Twitter, Instagram, Facebook, LinkedIn, Pinterest then link back to blog post E) schedule multiple SoMe posts F) no designer to agency? Use visual.ly, Infgr.am, Piktochart G) submit to StumbleUpon, Delicious, Reddit, or Digg
  49. 49. Tip 2b Infographics A. submit to infographic aggregators: dailyinfographic.com coolinfographics.com infographicsshowcase.com submitinfographics.com infographicsarchive.com visual.ly infographicjournal.com
  50. 50. Tip 3 Video A) get a smartphone & video editing apps B) publish on YouTube, Vine, Instagram, Facebook, Pinterest C) use screenshots to promote on sites that don't show video thumbnails D) start with HD and scale down E) don't forget the music
  51. 51. Tip 4 Images A) a picture is worth 1000 words, say more with less B) ALWAYS include an image with a SoMe post or blog C) get a Flickr account and learn about Creative Commons licensing D) NEVER use images from Google image search E) ALWAYS include image attribution F) use search relevant file names
  52. 52. Tip 5 Webinars & Slide Decks A) YOU cannot design B) use interesting titles C) use provocative images D) choose soft sell over hard sell E) create value through problem solving F) don't be afraid to advertise
  53. 53. Tip 6 Articles & Blog Posts A) don't overuse keywords B) use provocative titles C) reference your other blog posts and other blogs with links D) include contact info in articles E) use images F) don't forget the subscribe button G) make sure your site/blog allows sharing and comments
  54. 54. what can I answer for you? Questions
  55. 55. www.engine-east.com info@engine-east.com 617.840.2618 Contact
  56. 56. what can I answer for you? Infographics
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×