CONTENT MARKETING:   Think Like A Publisher –How to Use Content to Market  Online and in Social Media           Rebecca Li...
Introduction   Content marketing isn’t merely a  tactic; it’s a strategy   Think more like a publisher to  take advantag...
Introduction  Q: How do you position yourself as the  expert in your industry and become the true  source?  A: Through gre...
Introduction  Good content marketing informs customers  at the right time with valuable and relevant  content and entertai...
Part I   Your customers have chosen the moment –   all you have to do is be ready with   information that is:   Relevant ...
What is Content Marketing Anyway?  80% of business decision makers get  information about a company from articles  rather ...
What is Content Marketing Anyway?            Content Marketing =            Recognition            Trust            Cre...
What is Content Marketing Anyway?  Consumers have come to expect content  from brands and the companies they do  business ...
What is Content Marketing Anyway?   Brands are media. Marketers are editors   14 TIPS ON THINKING (AND EVENTUALLY)        ...
Tip #1             Know your audience   Who’s on the receiving end?   Who are you creating your content for?  (customers...
Tip #2         Define key themes and messages  What do you want to communicate?  How does it relate to the audience’ rea...
Tip #3         Establish a frequency framework  Deadline to produce something  Map out potential stories, features or  o...
Tip #4         Create a detailed editorial calendar   Making relevant content happen  reasonably on a frequent schedule  ...
Example of an Editorial Calendar                 Powerpoint Templates                                        Page 14
Tip #5         Develop great features and rubrics   Offerings that will keep readers coming  back for more   Regular fea...
Tip #6                    Interview   Notable enough to warrant discussion on  their own   Experts in the field, enthusi...
Tip #7               Go multimedia   Articles (HTML, PDF, Powerpoint)   Audio (podcasts, MP3)   Video (YouTube, Faceboo...
Tip #8     Enlist expert contributors, and provide              them with guidelines  Look for potential contributors  I...
Tip #9         Create User-Generated content   A whole new route to ensure content is  created for you   Ex. comments, r...
Tip #10             Opine and editorialize   It’s a big Internet out there, and news is  traveling at the speed of fiber ...
Tip #11          Turn on comments and feedbacks   Communicate but don’t lecture or preach                  Powerpoint Tem...
Tip #12                     Listen   Get out there and participate in what  others are saying within your arena of  exper...
Tip #13                     Recycle   Once a piece of content is published,    nurture and evolve it   Return to stores ...
Tip #14                     Capture   For purposes of lead generation  (subscription, viewership, customer  profiling, de...
What Kind of Content Are You?  If you were trying to get a pretty girl to go  out with you, you’d likely adapt a radically...
Part II    People don’t remember facts, figures,   numbers or statistics. But they recall, and   spread stories    Consu...
Tip #14   Rather than just selling, companies are  sharing: knowledge, expertise and how-to   Customers who might not ha...
Online Communities   Amplify customer feedback   Help sponsoring companies to better  understand their needs and even gu...
Branded Content That Informs and Educates    Produced/sponsored by one entity   rather than a plethora of advertisers (ex...
Providing Utility  Utility content doesn’t only aid in decision  making; it also helps bring prospects closer  to the pur...
More Web Examples  1. Nike ID               Powerpoint Templates                                      Page 31
More Web Examples  2. Burpee Gardening                  Powerpoint Templates                                         Page 32
More Web Examples  2. Sit or Squat                    Powerpoint Templates                                           Page 33
More Web Examples  4. Jamie Oliver’s App                   Powerpoint Templates                                          P...
Content Curation & Aggregation  What is the biggest problem marketers say they  face when it comes to content marketing?  ...
Act of discovering, gathering, andpresenting digital content on a specificsubject matterForms of Curated and Aggregated C...
Set up RSS feeds for keywords for automateddelivery of relevant and compelling web contentfrom blogs, newswires, and news...
 Respect copyright!            Follow publisher             guidelines set by             editorial sites            Se...
Content Curation Platforms:Aggreage                        >   OneSpotCIThread                        >   Outside.inCur...
Finding Your VoiceWho are you: Martha Stewart or Emeril Lagasse?http://www.youtube.com/watch?v=iwnDs6LWA6whttp://www.youtu...
Finding Your Voice  Your online voice SHOUDN’T  sound like:  A formal newpaper article  Edward R. Murrow  A legal brief...
Finding Your Voice  Should be conversational and informal in tone  Speak with animated passion and enthusiasm  Adopt th...
Overview of Digital Content ChannelsSocial Networks> A social structure made up ofindividuals called ‘nodes’ which are tie...
FacebookGets over 134 million uniquevisitors per month. That’s a LOT!80-90% of all teens andyounger users subscribe toFa...
FacebookTHE PROS:•Opportunities to cultivate anetwork of people•Dissemination of news feeds andupdates•Sharing of content ...
THANK YOU EVERYBODY!      Powerpoint Templates                             Page 46
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Content marketing (1)

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First of a series of Content Marketing Presentation from the book of Rebecca Lieb. This presentation focuses on the basics of Content Marketing, the tips, best practices, and overview of digital content channels

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Content marketing (1)

  1. 1. CONTENT MARKETING: Think Like A Publisher –How to Use Content to Market Online and in Social Media Rebecca Lieb For the Content Creation Department By Chantelle M. Oblefias Powerpoint Templates Page 1
  2. 2. Introduction  Content marketing isn’t merely a tactic; it’s a strategy  Think more like a publisher to take advantage of content marketing Powerpoint Templates Page 2
  3. 3. Introduction Q: How do you position yourself as the expert in your industry and become the true source? A: Through great and consistent content Powerpoint Templates Page 3
  4. 4. Introduction Good content marketing informs customers at the right time with valuable and relevant content and entertainment Powerpoint Templates Page 4
  5. 5. Part I Your customers have chosen the moment – all you have to do is be ready with information that is: Relevant Educational Helpful Compelling Engaging Entertaining Powerpoint Templates Page 5
  6. 6. What is Content Marketing Anyway? 80% of business decision makers get information about a company from articles rather than from ads 70% say content marketing makes them feel closer to the sponsoring company 60% believe company content helps them make better product decisions Powerpoint Templates Page 6
  7. 7. What is Content Marketing Anyway? Content Marketing = Recognition Trust Credibility Loyalty Authenticity Powerpoint Templates Page 7
  8. 8. What is Content Marketing Anyway? Consumers have come to expect content from brands and the companies they do business with In the rush to adopt content marketing as a tactic, too many marketers forget that if you’re continually publishing, you have to think like a publisher. Powerpoint Templates Page 8
  9. 9. What is Content Marketing Anyway? Brands are media. Marketers are editors 14 TIPS ON THINKING (AND EVENTUALLY) BECOMING PUBLISHERS: Powerpoint Templates Page 9
  10. 10. Tip #1 Know your audience  Who’s on the receiving end?  Who are you creating your content for? (customers, prospects, buyers, brand advocates, bloggers, the media, people participating in social networks and potential employees) Powerpoint Templates Page 10
  11. 11. Tip #2 Define key themes and messages What do you want to communicate? How does it relate to the audience’ real- world concerns? Powerpoint Templates Page 11
  12. 12. Tip #3 Establish a frequency framework Deadline to produce something Map out potential stories, features or other content in advance Falling into a rhythm beats falling out of visibility altogether Powerpoint Templates Page 12
  13. 13. Tip #4 Create a detailed editorial calendar  Making relevant content happen reasonably on a frequent schedule Powerpoint Templates Page 13
  14. 14. Example of an Editorial Calendar Powerpoint Templates Page 14
  15. 15. Tip #5 Develop great features and rubrics  Offerings that will keep readers coming back for more  Regular features Powerpoint Templates Page 15
  16. 16. Tip #6 Interview  Notable enough to warrant discussion on their own  Experts in the field, enthusiastic users, people in the company  Make a list of potential interview subjects and consider making them a regular content feature Powerpoint Templates Page 16
  17. 17. Tip #7 Go multimedia  Articles (HTML, PDF, Powerpoint)  Audio (podcasts, MP3)  Video (YouTube, Facebook videos) Powerpoint Templates Page 17
  18. 18. Tip #8 Enlist expert contributors, and provide them with guidelines Look for potential contributors Incentivize timely and authoritative contributions from really desirable commentators Powerpoint Templates Page 18
  19. 19. Tip #9 Create User-Generated content  A whole new route to ensure content is created for you  Ex. comments, ratings, reviews or contests  Set clearly defined guidelines and expectations Powerpoint Templates Page 19
  20. 20. Tip #10 Opine and editorialize  It’s a big Internet out there, and news is traveling at the speed of fiber optic cable  Leave breaking news to the pros  Become an expert observer and interpreter of what news means to your audience Powerpoint Templates Page 20
  21. 21. Tip #11 Turn on comments and feedbacks  Communicate but don’t lecture or preach Powerpoint Templates Page 21
  22. 22. Tip #12 Listen  Get out there and participate in what others are saying within your arena of expertise Powerpoint Templates Page 22
  23. 23. Tip #13 Recycle  Once a piece of content is published, nurture and evolve it  Return to stores to examine long-term effects  Editorialize or voice an opinion Powerpoint Templates Page 23
  24. 24. Tip #14 Capture  For purposes of lead generation (subscription, viewership, customer profiling, demographic, market, etc.) Powerpoint Templates Page 24
  25. 25. What Kind of Content Are You? If you were trying to get a pretty girl to go out with you, you’d likely adapt a radically different approach when coming on to the bookish graduate student in the library, as opposed to the flamboyant party girl in the red spangled dress at the disco Powerpoint Templates Page 25
  26. 26. Part II  People don’t remember facts, figures, numbers or statistics. But they recall, and spread stories  Consumption patterns may have evolved, but basic human nature – the desire to become immersed in compelling, funny, fantastic or exciting stories – is as strong as ever Powerpoint Templates Page 26
  27. 27. Tip #14  Rather than just selling, companies are sharing: knowledge, expertise and how-to  Customers who might not have 30 seconds to spend on watching one of their ads might gladly surrender 30 min to dive into truly useful content (Ex. Wine Library, Corning, Her Room, Epicurious) Powerpoint Templates Page 27
  28. 28. Online Communities  Amplify customer feedback  Help sponsoring companies to better understand their needs and even guide product development  Reinforces marketing messages by demonstrating an atmosphere of trust, transparency and openness Powerpoint Templates Page 28
  29. 29. Branded Content That Informs and Educates  Produced/sponsored by one entity rather than a plethora of advertisers (ex. soap operas)  You don’t always have to buy media, you can create it  High quality publisher site: RSS feeds, social media links, an iPhone app, and newsletter subscriptions Powerpoint Templates Page 29
  30. 30. Providing Utility Utility content doesn’t only aid in decision making; it also helps bring prospects closer to the purchase. Examples: • Rates in eBay or Amazon • Jeans for your body type • Hairstyles and makeup colors • Mobile applications for different purposes Powerpoint Templates Page 30
  31. 31. More Web Examples 1. Nike ID Powerpoint Templates Page 31
  32. 32. More Web Examples 2. Burpee Gardening Powerpoint Templates Page 32
  33. 33. More Web Examples 2. Sit or Squat Powerpoint Templates Page 33
  34. 34. More Web Examples 4. Jamie Oliver’s App Powerpoint Templates Page 34
  35. 35. Content Curation & Aggregation What is the biggest problem marketers say they face when it comes to content marketing? Powerpoint Templates Page 35
  36. 36. Act of discovering, gathering, andpresenting digital content on a specificsubject matterForms of Curated and Aggregated Content•RSS Feeds•Links from/on Blogs•Social Media Feeds•Online News Mashup> Tip: Patiently scour the media and the Internetfor topics of interest. Powerpoint Templates Page 36
  37. 37. Set up RSS feeds for keywords for automateddelivery of relevant and compelling web contentfrom blogs, newswires, and news stories.Read relevant trade, newspapers, andmagazines. Gather data such as surveys, statistics,and reports.Subscribe to trade organizations’ andcompetitors’ publications to spark new ideasDon’t discount the mainstream news. Powerpoint Templates Page 37
  38. 38.  Respect copyright!  Follow publisher guidelines set by editorial sites  Send an email why you want to publish their content  Explain the benefits of the publication to the creator of contentPowerpoint Templates Page 38
  39. 39. Content Curation Platforms:Aggreage > OneSpotCIThread > Outside.inCurata > Perfect MarketCurationStation > Publish2DayLife > PublishThisEqentia > SmartBriefIdioLoud3rMainstreetConnectTip: Please feel free to explore the platforms to see its functions Powerpoint Templates Page 39
  40. 40. Finding Your VoiceWho are you: Martha Stewart or Emeril Lagasse?http://www.youtube.com/watch?v=iwnDs6LWA6whttp://www.youtube.com/watch?v=0gAjmUdqEKc Powerpoint Templates Page 40
  41. 41. Finding Your Voice Your online voice SHOUDN’T sound like: A formal newpaper article Edward R. Murrow A legal brief An instruction manual Your senior thesis A sales brochure/ a commercial Powerpoint Templates Page 41
  42. 42. Finding Your Voice Should be conversational and informal in tone Speak with animated passion and enthusiasm Adopt the voice of the channel: You can be more formal in a Whitepaper than in a Tweet. Create a Spokesperson or a Spokes Character. Powerpoint Templates Page 42
  43. 43. Overview of Digital Content ChannelsSocial Networks> A social structure made up ofindividuals called ‘nodes’ which are tiedor connected by one or more specifictypes of relationship.5.Interdependency6.Friendship7.Kinship8.Common Interest9.Financial Exchange10.Dislikes11.Sexual relationships12.Beliefs, Knowledge, or Prestige. Powerpoint Templates Page 43
  44. 44. FacebookGets over 134 million uniquevisitors per month. That’s a LOT!80-90% of all teens andyounger users subscribe toFacebook in a global scale.In any given day, Facebook has500 million active usersworldwide.In total, people spend over 700billion minutes per month onFacebook. Powerpoint Templates Page 44
  45. 45. FacebookTHE PROS:•Opportunities to cultivate anetwork of people•Dissemination of news feeds andupdates•Sharing of content and link THE CONS:juices •Facebook’s privacy policy•Host of engagement andfeedback•Opportunities for B2B usage Powerpoint Templates Page 45
  46. 46. THANK YOU EVERYBODY! Powerpoint Templates Page 46

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