Fueling Social Media with Content Marketing

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How to Create Compelling Content to Build 
Your Brand’s Community & Drive Business

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Fueling Social Media with Content Marketing

  1. 1. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Fueling Social Media with Content Marketing How to Create Compelling Content to Build 
 Your Brand’s Community & Drive Business
  2. 2. Conversation Reminder @NickWestergaard #UIMKTG
  3. 3. 3 Cs of Digital Brand Building CONVERSATIONS CONTENT COMMUNITY What you create/share Who you do it forHow you engage
  4. 4. CONTENTCONVERSATIONS COMMUNITY How you engage What you create/share Who you do it for Content Time!
  5. 5. Content Is Fire. Social Media is Gasoline. – Jay Baer Photo via Flickr user DrPete
  6. 6. Understanding Content Marketing ‣ What Is This ‘Content’ of Which You Speak? ‣ The Business Impact of Content ‣ Content Creation Considerations ‣ Examples of Effective Content Marketing
  7. 7. 1 What Is This ‘Content’ 
 of Which You Speak?
  8. 8. CONTENT noun 1. usually ‘contents’: the contents of a box 2. something that is to be expressed through some medium, as speech, writing, or any of various arts: a poetic form adequate to a poetic content. 3. significance or profundity; meaning: a clever play that lacks content. 4. substantive information or creative material viewed in contrast to its actual or potential manner of presentation: publishers, record companies, and other content providers; a flashy Web site, but without much content. 5. that which may be perceived in something: the latent versus the manifest content of a dream.
  9. 9. When We Say Content We Mean ‣ Blogs — Your Brand’s Online Content Hub ‣ Podcasts ‣ Videos ‣ eBooks ‣ White Papers ‣ Webinars ‣ Newsletters ‣ Misc Content (ex. Annual Reports, FAQ) ‣ Visual Content
  10. 10. B2C Marketers Use About 12 Forms
  11. 11. B2B Marketers Use About 13 Forms
  12. 12. Non-Profits Marketers Use 11 Forms
  13. 13. “ – joe pulizzi, founder, content marketing institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, & engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
  14. 14. BUSINESS CENTRIC & CUSTOMER AWARE content is both
  15. 15. Everyone’s a Publisher Photo via Flickr user FateDenied
  16. 16. Solving Problems Photo via Flickr user gruntzooki
  17. 17. Builds Community Photo via Flickr user James Cridland
  18. 18. 2 The Business Impact 
 of Content
  19. 19. “ – 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.
  20. 20. Source: zeromomentoftruth.com Zero Moment of Truth
  21. 21. Source: zeromomentoftruth.com
  22. 22. Source: zeromomentoftruth.com Zero Moment of Truth
  23. 23. Value = Positioning Photo via Flickr user mpilote
  24. 24. Why Buy? Photo via Flickr user Cedar Summit Farm
  25. 25. Lead Generation
  26. 26. 3 Content Creation Considerations
  27. 27. Top Challenges — B2C
  28. 28. Top Challenges — B2B
  29. 29. Top Challenges — Non-Profit
  30. 30. Where to Start ‣ Audience — Who are they? ‣ Content — What can you produce to help them? ‣ Channel — Where is your audience? ‣ Purpose — What are you trying to do? ‣ Point — What action do you want them to take?
  31. 31. WHO IS YOUR AUDIENCE? Utilize Personas
  32. 32. Persona Examples Source: http://www.branddrivendigital.com/using-personas-to-define-who-i-blog-for/
  33. 33. WHAT: Search Photo via Flickr user Images_of_Money
  34. 34. WHAT TO CREATE? Ask Them! Photo via Flickr user Hash Milhan
  35. 35. Where to Share?
  36. 36. Make Fuel Easy to Share Photo via Flickr user yashima
  37. 37. Create Shareable Social Objects
  38. 38. Consistency Is Key Photo via Flickr user CHRISTOPHER MACSURAK
  39. 39. Content Resources ‣ Expertise — mining it via interviews ‣ People — staff vs. outsource ‣ Tools — software, etc ‣ Time & Money — all adds up!
  40. 40. Re-Imagining Content Photo via Flickr user Steve Snodgrass
  41. 41. Utilizing Historical Content
  42. 42. Curate Content Photo via Flickr user n0nick
  43. 43. User-Generated Content Source: Ben & Jerry’s Fan Photo
  44. 44. TIP: Provide Idea Starters
  45. 45. Bobs Gone Wild!
  46. 46. 4 Examples of Effective 
 Content Marketing

  47. 47. Blogs
  48. 48. Blogs – B2B
  49. 49. Helpful Content
  50. 50. I used to see my company as a ‘pool company.’ Today I see my business as a 
 CONTENT MARKETING COMPANY. My entire goal is to give more valuable, 
 helpful, and remarkable content to 
 consumers than anyone else in my field.”
 “ – marcus sheridan, river pools
  51. 51. Podcasting Is Not Dead!
  52. 52. Though only 10% use podcasting in their social media marketing strategy, 32% have a desire to learn how to use podcasting in their marketing efforts and 23% have plans to increase podcasting activities. Source: Social Media Examiner
  53. 53. Podcasts
  54. 54. Source: youtube.com/blendtec Video: How Would You Sell a Blender?
  55. 55. White Papers vs. Ebooks 7 Steps to Small Business Marketing Success Written by John Jantsch America’s Most Practical Small Business Marketing Expert By Jeremiah Owyang and Charlene Li with Christine Tran and Andrew Jones Based on data from 140 global corporate buyers of social business ! ! ! How Corporations Should Prioritize Social Business Budgets Corporations must budget spending based on their maturity level.! February 10, 2011
  56. 56. Ebooks
  57. 57. White Papers
  58. 58. White Papers
  59. 59. Webinars
  60. 60. Email Newsletters
  61. 61. Misc. Content – Annual Reports
  62. 62. Instagram
  63. 63. Pinterest
  64. 64. Pinterest + UNICEF
  65. 65. 5 In Conclusion
  66. 66. Content Measurement ‣ Blogs — subscribers, site traffic (Google Analytics), inbound links, comments, shares ‣ Podcasts — subscribers, reviews ‣ Photos/Videos — views, likes, thumbs up, favorites ‣ eBooks/White Papers — downloads, shares (bit.ly) ‣ Webinars — sign-ups, attendees
  67. 67. BUSINESS CENTRIC & CUSTOMER AWARE content is both
  68. 68. Source: businessesgrow.com The Future: Content Shock TIME AMOUNT OF CONTENT Content Production Content Consumption
  69. 69. Let’s Talk Branded Content
  70. 70. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard

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