How to Impress Your Boss and Get Ahead of the Curve
 

How to Impress Your Boss and Get Ahead of the Curve

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New year, new you: Get your content marketing plans in shape and give your social media strategy a makeover. Here are five big things to focus on, and practical tactics on how to tackle them from ...

New year, new you: Get your content marketing plans in shape and give your social media strategy a makeover. Here are five big things to focus on, and practical tactics on how to tackle them from MarketingProfs own Ann Handley and Corey O'Loughlin.

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    How to Impress Your Boss and Get Ahead of the Curve How to Impress Your Boss and Get Ahead of the Curve Presentation Transcript

    • How to Impress Your Boss, Get Ahead of the Curve, And Tighten Your Bottom (Line)
    • COREY O’LOUGHLIN Content Marketing Manager, MarketingProfs @CoreyOlo ANN HANDLEY Chief Content Officer, MarketingProfs @MarketingProfs
    • WARM UP Who we are • The Boss: Ann Handley • The Do-er: Corey O’Loughlin
    • TODAY’S WORKOUT Transform Yourself: 2014 Trends • • • • • Step It Up: from Elementary to Excellent Online Content: Create and Curate Social Savvy: from Restricted to Required Integrate: from One Voice to Many United Voices Data: from Overwhelmed to Actionable Cool Down: 10 Bad Habits to Shed in 2014
    • STEP IT UP: FROM ELEMENTARY TO EXCELLENT The basics are no longer enough.
    • STEP IT UP Real-time marketing is required. • Do you have the ability to produce real-time, same-day content around relevant news stories? • Real-time relevance is key (you don’t have to be Oreo)
    • REAL-TIME RELEVANCE
    • STEP IT UP Real-time marketing is required. • Do you have the ability to produce real-time, same-day content around relevant news stories? • Real-time relevance is key (you don’t have to be Oreo) Story and strategy are your cornerstone. • Do you have processes and platforms that work? • Create a variety of content types: Reimagine, refine.
    • (BTW: Download research at Slideshare.net/mprofs)
    • Multiplication signs are key. (Thank you, Doug Kessler.) USEFUL X ENJOYABLE X INSPIRED = EFFECTIVE CONTENT
    • STEP IT UP Real-time marketing is required. • Do you have the ability to produce real-time, same-day content around relevant news stories? • Real-time relevance is key (you don’t have to be Oreo) Story and strategy are your cornerstone. • Do you have processes and platforms that work? • Create a variety of content types: Reimagine, refine. Loosen up your content. • Content is evolving from buttoned up to business casual • Video is the opportunity in 2014!
    • HOW TO: STEP IT UP Real time marketing is required. • Google Alerts, Hyper Alerts • Stay on top of your brand, but also on top of trending stories/events of importance to your audience. (Not all opportunities are the right fit.)
    • HOW TO: STEP IT UP Story and Strategy are your cornerstone. • Content Rules (Ann and C.C.) or Content Strategy for the Web (Halvorson) • Make sure you have staffing roles covered (See Ann’s simple org chart: http://www.annhandley.com/ 2013/10/06/a-simplecontent-marketing-org-chart/ • Get educated: MarketingProfsU, Content Marketing Crash Course, or Marketing Writing Bookcamp
    • HOW TO: STEP IT UP Loosen up your Content. • iMovie, Vine, Instagram, YouTube • Improv classes.* Bringing a sense of playfulness to your content will help you stand out. (*Tim Washer’s idea)
    • ONLINE CONTENT: CREATE AND CURATE Voice and tone are your secret sauce.
    • ONLINE CONTENT Voice and tone are your secret content sauce. • A distinct brand voice is essential in 2014. • You have personas for your prospects: Do you have one for your brand? Do you have a “verbal identity”? Hi.
    • ONLINE CONTENT Voice and tone are your secret content sauce. • A distinct brand voice is essential in 2014. • You have personas for your prospects. Do you have one for your brand? Do you have a “verbal identity”? Evolved focus: Create and curate • With a content surplus, the value of curation comes in finding the best content, commenting on it, and sharing it.
    • ONLINE CONTENT Voice and tone are your secret sauce. • A distinct brand voice is essential in 2014. • You have personas for your prospects. Do you have one for your brand? Do you have a “verbal identity”? Evolved focus: Create and curate. • With a content surplus, the value of curation comes in finding the best content, commenting on it, and sharing it. Take social seriously as a content/story platform. • Curate content from your audience.
    • HOW TO: ONLINE CONTENT Voice and tone are your secret sauce. • Tool: A whiteboard (and the smartest people you can find). • Create a brand persona: Who are you? And: Who are you not? • Tip: If you erase your visual branding, is your content clearly yours?
    • HOW TO: ONLINE CONTENT Evolved focus: Create and curate. • Tool: Curata, Buffer • Sharing links without commenting on why it matters is simply aggregating; add value for your audience.
    • HOW TO: ONLINE CONTENT Take social seriously • Tool: Oktopost (for publishing, monitoring) • Tool: Storify (for social curating)
    • SOCIAL SAVVY: FROM RESTRICTED TO REQUIRED Opting out of social media isn’t an option.
    • SOCIAL SAVVY Marketers have to be steeped in social and know how to best use it. • Identify your communities and influencers Stay current on social rules. • Social networks change the rules frequently. (We’re looking at you Facebook.) Stay up to speed!
    • HOW TO: SOCIAL SAVVY Find your communities and influencers. • Tool: Little Bird Stay up to speed on changing social rules, guidelines, best practices and my relationship status…. (Ha!) • Tools: MarketingProfs, Mashable, Moz • Tip: Read MarketingProfs #SocialSkim every Friday! (Ann’s favorite bit of content.)
    • INTEGRATE: FROM ONE VOICE TO MANY UNITED VOICES Help your employees tell your story.
    • INTEGRATE Involve your employees: Everyone is a brand ambassador. Find the hidden assets on your team • Who has latent or dormant skills that may help your brand stand out? Make it fun! • Incentivize participation in content/sharing.
    • HOW TO: INTEGRATE Everyone is a brand ambassador. • Tool: Addvocate
    • HOW TO: INTEGRATE Find the hidden assets on your team. • Tool: Your ears and eyes. • Tip: Sometimes all you have to do is ask.
    • HOW TO: INTEGRATE Make it fun! • Tool: YouEarnedIt • Tip: Not everyone is competitive: What motivates your team members?
    • DATA: FROM OVERWHELMED TO ACTIONABLE Measure what matters.
    • DATA Figure out what you need to know to make decisions. • Measure what’s important. Manage your time wisely. Report regularly (weekly, monthly) to those you need to inform.
    • SEE FAST COMPANY’S GOOGLE ANALYTICS FOR CONTENT MARKETERS
    • HOW TO: DATA Breathe. You’ve got this: • Tool: Moz Analytics • Tip: The more you understand the better your content will be
    • HOW TO: DATA Get smart about time management. • Tool: Kanbanize • Tip: Focus on what matters. The rest can wait.
    • HOW TO: DATA Report regularly: Simplicity works. • Tool: Excel • Tip: Hold yourself accountable.
    • 10 BAD HABITS TO SHED IN 2014 Just because you can doesn’t mean you should.
    • THE TWITTER ROBO DM
    • YOUR CRAPPY LINKEDIN PHOTO
    • SPAMMY BLOG COMMENTS
    • CLICHÉ STOCK PHOTOS
    • EMOTICONS
    • RIDICULOUS ADJECTIVES You are not a ninja.
    • “BORROWING” CONTENT It’s stealing and it’s not cool.
    • FRANKENSPEAK
    • AUTO CROSS-POSTING
    • Humble Bragging and Vaguebooking
    • Thank You! COREY O’LOUGHLIN Content Marketing Manager, MarketingProfs @CoreyOlo ANN HANDLEY Chief Content Officer, MarketingProfs @MarketingProfs