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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Content Marketing 201:
The Content Mindset
Why Conte...
Conversation Reminder
@NickWestergaard
Content Is Kind of Big Deal
User Generated Content!
Content Marketing 201
‣ The Content Marketing Landscape
‣ What Makes Great Content
‣ Everyone’s a Publisher (and What That...
1
The Content 

Marketing Landscape
Content Is Fire.
Social Media Is Gasoline.
– Jay Baer
Photo via Flickr user DrPete
Photo via Flickr user floeshie
The Age of
Interruption Is Over
“– seth godin
You can’t interrupt
or YELL your way
to WINNING.”
“
– eric schmidt, executive chairman, google
EVERY TWO DAYS
we create as much
information as we
did from the dawn
of civil...
A Poetic Dynamic
‣ Paid
‣ Owned
‣ Earned
‣ Media
Content by the Numbers
Over 90%of all marketers use content marketing 

— b2c, b2b, & non-profit sectors!
Source: Content Marketing Institute/Mark...
Effectively Using? Only 44% (B2C)
Effectively Using? Only 41% (B2B)
Effectively Using? 52% (Non-Profit)
Over 50%
of content marketers lack a documented content
strategy — includes b2c, b2b, & non-profit sectors
Source: Content ...
Nearly 70%
of content marketers have someone to oversee
content marketing — includes b2c, b2b, & non-profit
sectors
Source:...
Over 41%
of content marketers are producing more content
than last year — includes b2c, b2b, & non-profit
sectors
Source: C...
B2C Marketers Use About 12 Forms
B2B Marketers Use About 13 Forms
Non-Profits Marketers Use 11 Forms
Brand 

Awareness
was the top organizational goal for content in the
b2c and b2b sectors while fundraising was top for
non...
Web Trafficwas the top form of content measurement in the
b2c and b2b sectors while increased funding was
top for non-profi...
Most Plan on Increasing Budgets
24%, 30%, 20%
perecent of budget allocated toward content
marketing efforts for b2c, b2b, and non-profit
Source: Content Ma...
Writing 

& Design
are most likely to be outsourced across all
sectors — b2c, b2b, and non-profit
Source: Content Marketing...
Top Challenges — B2C
Top Challenges — B2B
Top Challenges — Non-Profit
Content Challenges & Pain Points
‣ Content Strategy
‣ Producing Effective & Engaging Content
‣ Producing Enough
‣ Time
‣ B...
2
What Makes 

Great Content?
Why Do We Need Great Content?
Source: businessesgrow.com
1. Helpful
Photo via Flickr user gruntzooki
Helpful Content
Short-Form Help
Helping Customers in Six Seconds
Questions Are Currency
Photo via Flickr user Instant Vantage
Photo via Flickr user Anonymous Account
2. Value
Useful
Photo via Flickr user Anonymous
3. Builds Relationships
Photo via Flickr user tim parkinson
Building Relationships
4. Timely
Photo via Flickr user North Charleston
Not Always Digital But Timely
Business Centric
& Customer Aware
great content is both
3
Everyone’s a Publisher
(So, What Does That Mean?)
Think Like a Publisher
Photo via Flickr user Herkie
Be a Brand Journalist
Photo via Flickr user wishnu.hy
YOU Are a Media Platform
Deadlines Matter
Photo via Flickr user Droid Gingerbread
Just Push Publish
Photo via Flickr user Droid Gingerbread
4
That’s Cool.
But That Won’t Work for Us.
#SadTrombone
Photo via Flickr user CarbonNYC
Channel Stuart Smalley
Photo via Flickr user evoo73
“– david b. thomas, salesforce marketing cloud
The Bs and Cs are
ALL PEOPLE.”
Helping: B2B Edition
Enhancing Lead Gen
Source: lplegal.com/our-people
Non-Profits Too
5
Planning Your 

Content Strategy
The 6 Ps of Content Strategy
‣ Purpose
‣ People
‣ Preference
‣ Production
‣ Promotion
‣ Propulsion
Purpose
Photo via Flickr user paul-simpson.org
People
Photo via Flickr user Fire At Will
Preference
Photo via Flickr user Mavroudis Kostas
Production
Photo via Flickr user Illusive Photography
Promotion
Photo via Flickr user Jamiesrabbits
“
– derek halpern, social triggers
Create content
20% of the time.
Spend the other
80% of your time
promoting what
you cre...
Photo via Flickr user C!
Propulsion
Propulsion: Learn to Love the Logos
Photo via Flickr user kdonovangaddy
Make Your Content More Shareable
‣ Ask Them to Share!
‣ Provide Sharing Icons/Options — Numerous
‣ Include Tweetable Passa...
Create Content
Worth Sharing
bottom line: if you want your content shared
Planning the 6 Ps Helps
You Plan the Work and …
Need People to Work 

the Plan
Photo via Flickr user otama
Biggest Mistake
Content Questions?
nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
podcast: onb...
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Content Marketing 201

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Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It

Published in: Marketing, Business

Transcript of "Content Marketing 201"

  1. 1. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Content Marketing 201: The Content Mindset Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It
  2. 2. Conversation Reminder @NickWestergaard
  3. 3. Content Is Kind of Big Deal
  4. 4. User Generated Content!
  5. 5. Content Marketing 201 ‣ The Content Marketing Landscape ‣ What Makes Great Content ‣ Everyone’s a Publisher (and What That Means) ‣ That’s Cool But It Won’t Work for Us ‣ Planning Your Content Strategy
  6. 6. 1 The Content 
 Marketing Landscape
  7. 7. Content Is Fire. Social Media Is Gasoline. – Jay Baer Photo via Flickr user DrPete
  8. 8. Photo via Flickr user floeshie The Age of Interruption Is Over
  9. 9. “– seth godin You can’t interrupt or YELL your way to WINNING.”
  10. 10. “ – eric schmidt, executive chairman, google EVERY TWO DAYS we create as much information as we did from the dawn of civilization to 
 up until 2003.
  11. 11. A Poetic Dynamic ‣ Paid ‣ Owned ‣ Earned ‣ Media
  12. 12. Content by the Numbers
  13. 13. Over 90%of all marketers use content marketing 
 — b2c, b2b, & non-profit sectors! Source: Content Marketing Institute/MarketingProfs
  14. 14. Effectively Using? Only 44% (B2C)
  15. 15. Effectively Using? Only 41% (B2B)
  16. 16. Effectively Using? 52% (Non-Profit)
  17. 17. Over 50% of content marketers lack a documented content strategy — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
  18. 18. Nearly 70% of content marketers have someone to oversee content marketing — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
  19. 19. Over 41% of content marketers are producing more content than last year — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
  20. 20. B2C Marketers Use About 12 Forms
  21. 21. B2B Marketers Use About 13 Forms
  22. 22. Non-Profits Marketers Use 11 Forms
  23. 23. Brand 
 Awareness was the top organizational goal for content in the b2c and b2b sectors while fundraising was top for non-profits Source: Content Marketing Institute/MarketingProfs
  24. 24. Web Trafficwas the top form of content measurement in the b2c and b2b sectors while increased funding was top for non-profits Source: Content Marketing Institute/MarketingProfs
  25. 25. Most Plan on Increasing Budgets
  26. 26. 24%, 30%, 20% perecent of budget allocated toward content marketing efforts for b2c, b2b, and non-profit Source: Content Marketing Institute/MarketingProfs
  27. 27. Writing 
 & Design are most likely to be outsourced across all sectors — b2c, b2b, and non-profit Source: Content Marketing Institute/MarketingProfs
  28. 28. Top Challenges — B2C
  29. 29. Top Challenges — B2B
  30. 30. Top Challenges — Non-Profit
  31. 31. Content Challenges & Pain Points ‣ Content Strategy ‣ Producing Effective & Engaging Content ‣ Producing Enough ‣ Time ‣ Budget
  32. 32. 2 What Makes 
 Great Content?
  33. 33. Why Do We Need Great Content? Source: businessesgrow.com
  34. 34. 1. Helpful Photo via Flickr user gruntzooki
  35. 35. Helpful Content
  36. 36. Short-Form Help
  37. 37. Helping Customers in Six Seconds
  38. 38. Questions Are Currency Photo via Flickr user Instant Vantage
  39. 39. Photo via Flickr user Anonymous Account 2. Value
  40. 40. Useful Photo via Flickr user Anonymous
  41. 41. 3. Builds Relationships Photo via Flickr user tim parkinson
  42. 42. Building Relationships
  43. 43. 4. Timely Photo via Flickr user North Charleston
  44. 44. Not Always Digital But Timely
  45. 45. Business Centric & Customer Aware great content is both
  46. 46. 3 Everyone’s a Publisher (So, What Does That Mean?)
  47. 47. Think Like a Publisher Photo via Flickr user Herkie
  48. 48. Be a Brand Journalist Photo via Flickr user wishnu.hy
  49. 49. YOU Are a Media Platform
  50. 50. Deadlines Matter Photo via Flickr user Droid Gingerbread
  51. 51. Just Push Publish Photo via Flickr user Droid Gingerbread
  52. 52. 4 That’s Cool. But That Won’t Work for Us.
  53. 53. #SadTrombone Photo via Flickr user CarbonNYC
  54. 54. Channel Stuart Smalley Photo via Flickr user evoo73
  55. 55. “– david b. thomas, salesforce marketing cloud The Bs and Cs are ALL PEOPLE.”
  56. 56. Helping: B2B Edition
  57. 57. Enhancing Lead Gen
  58. 58. Source: lplegal.com/our-people
  59. 59. Non-Profits Too
  60. 60. 5 Planning Your 
 Content Strategy
  61. 61. The 6 Ps of Content Strategy ‣ Purpose ‣ People ‣ Preference ‣ Production ‣ Promotion ‣ Propulsion
  62. 62. Purpose Photo via Flickr user paul-simpson.org
  63. 63. People Photo via Flickr user Fire At Will
  64. 64. Preference Photo via Flickr user Mavroudis Kostas
  65. 65. Production Photo via Flickr user Illusive Photography
  66. 66. Promotion Photo via Flickr user Jamiesrabbits
  67. 67. “ – derek halpern, social triggers Create content 20% of the time. Spend the other 80% of your time promoting what you created.
  68. 68. Photo via Flickr user C! Propulsion
  69. 69. Propulsion: Learn to Love the Logos Photo via Flickr user kdonovangaddy
  70. 70. Make Your Content More Shareable ‣ Ask Them to Share! ‣ Provide Sharing Icons/Options — Numerous ‣ Include Tweetable Passages/Links ‣ Incentivize Sharing — Additional Content, Contest ‣ Measuring Sharing with bit.ly
  71. 71. Create Content Worth Sharing bottom line: if you want your content shared
  72. 72. Planning the 6 Ps Helps You Plan the Work and …
  73. 73. Need People to Work 
 the Plan
  74. 74. Photo via Flickr user otama Biggest Mistake
  75. 75. Content Questions?
  76. 76. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard
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