How to Scale Creative Content Marketing
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Creative Content Marketing - Winning Hearts, Minds & Wallets. Presentation at SES New York by Lee Odden on how to plan & implement scalable, creative content marketing programs.

Creative Content Marketing - Winning Hearts, Minds & Wallets. Presentation at SES New York by Lee Odden on how to plan & implement scalable, creative content marketing programs.

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  • http://www.emarketer.com/Article/Content-Vaults-No-1-Marketing-Priority-2013/1009648
  • http://contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/
  • AlgorithmsPandasPenginshttp://media.photobucket.com/image/panda+banksy+/MrPacMan36/Banksy%20Panda/BanksysPanda.pnghttp://coloringpages101.com/printable_page/7596/Penguin/Angrypenguinrev1.aspx
  • http://www.customcontentcouncil.com/news/roper-finds-majority-consumers-value-custom-mediahttp://blog.hubspot.com/blog/tabid/6307/bid/5807/How-Many-Posts-Does-Your-Business-Blog-Need-to-Grow-Leads-At-Least-20.aspx
  • http://www.altimetergroup.com/research/reports/content-the-new-marketing-equationhttp://www.buddymedia.com/newsroom/wp-content/uploads/2012/02/audit.jpg
  • http://www.shutterstock.com/pic.mhtml?id=80328874
  • Tom Fishburne started drawing cartoons on the backs of Harvard Business School cases. His cartoons have grown by word of mouth to reach 100,000 business readers each week and have been featured by the Wall Street Journal, Fast Company, Forbes, and the New York Times.Author, Keynote Speaker
  • http://www.shutterstock.com/pic.mhtml?id=84925414
  • http://www.shutterstock.com/pic.mhtml?id=91668956
  • http://www.shutterstock.com/pic.mhtml?id=34296832
  • A group of writers connected on Google+ and started collaborating on short stories using Google Docs. This spawned a book that they self published.
  • http://www.slideshare.net/dellsocialmedia/social-media-predictions-for-2013
  • TopRank Online Marketing e-Book: 29 Secrets About Content Marketing & The Undercover Agents Who Shared ThemTopRank is a digital marketing agency offering integrated marketing consulting services ranging from content development to SEO to Online PR to Email Marketing and Social Media Marketing. Find us at: http://www.toprankmarketing.comhttp://www.toprankblog.comhttp://optimizebook.comContent Marketing World is the largest (and we think best) content marketing conference in the world. http://www.contentmarketingworld.com
  • Add Slideshare logo over YouTube
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Transcript

  • 1. My Journey to SES NY
  • 2. About Lee: Proud Dad CEO, Consultant Speaker, Blogger Traveler, FoodieTopRankBlog.com @leeodden
  • 3. @LeeOdden New York| 25–28 March 2013 | #SESNY #1 Content Content Marketing #1 MarketingImage: Shutterstock
  • 4. @LeeOdden New York| 25–28 March 2013 | #SESNY 86% Keep or Increase B2C Content 54% B2B Marketers Increase Content Marketing Spending Source: CMI 2012Image: Shutterstock
  • 5. @LeeOdden New York| 25–28 March 2013 | #SESNYSEO Has Changed. Forever.
  • 6. @LeeOdden New York| 25–28 March 2013 | #SESNY Mass Rush to Content MarketingImage: Shutterstock
  • 7. @LeeOdden New York| 25–28 March 2013 | #SESNYWhat is the Result? Girl Image: Shutterstock Velocity Partners
  • 8. @LeeOdden New York| 25–28 March 2013 | #SESNY Graphic by 97th Floor for TopRank
  • 9. @LeeOdden New York| 25–28 March 2013 | #SESNY Failure to Plan is a Plan to Fail Where will we findWe don’t have the people to staff to write create all thisarticles every day. content? There are only so What if we run out many things we can of things to say? write about “widgets”. Image credit: Shutterstock
  • 10. @LeeOdden New York| 25–28 March 2013 | #SESNYContent Marketing Maturity Model1. Stand: 2. Stretch: 3. Walk: 4. Jog: 5. Run:Curiosity Experiment Strategy Culture of MonetizableNo Resources Evaluate Processes Content Content Resources in/out “Publisher” Integration
  • 11. KEEP CALM AND GETCREATIVE
  • 12. @LeeOdden New York| 25–28 March 2013 | #SESNY Infographic Novelhttp://www.hostway.com/resources/infographics-videos/stalking-dead.html
  • 13. @LeeOdden New York| 25–28 March 2013 | #SESNY What’s Missing?How will it be promoted?Can you really count on“Going Viral”?Creative Needs Promotion:Publicized on blogs & mediaOptimized for social, searchMake it relevant & top of SERPs: “the stalking dead”“infographic novel”
  • 14. Great content isn’t really great until it gets found,consumed, & shared.
  • 15. “What are someexamples ofwinningcreative contentthat areoptimized andsocialized?”
  • 16. @LeeOdden New York| 25–28 March 2013 | #SESNYWinning Content tomfishburne.com
  • 17. @LeeOdden New York| 25–28 March 2013 | #SESNYWinning Content tablespoon.com
  • 18. @LeeOdden New York| 25–28 March 2013 | #SESNY
  • 19. @LeeOdden New York| 25–28 March 2013 | #SESNY
  • 20. @LeeOdden New York| 25–28 March 2013 | #SESNYWhat’s the Payoff?
  • 21. Sustainable, Quality Content Means A Different Perspective
  • 22. @LeeOdden New York| 25–28 March 2013 | #SESNY ConsumeDiscover Act Consumer Focus
  • 23. @LeeOdden New York| 25–28 March 2013 | #SESNY Optimized Content Creative Engage Optimize 360 ModelAttract Convert
  • 24. @LeeOdden New York| 25–28 March 2013 | #SESNY Optimize Across the Lifecycle Persona: Values: Content: “Admin Jane” = Fast = Topics Influences CEO = Save $ = Keywords = Service = Media & Channelawareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIPSave $ Press Reviews Discount Community Referral Article Reviews Display Network ReferralService Media Blog Offers Thank You Rewards
  • 25. ContentSourcing Ideas
  • 26. @LeeOdden New York| 25–28 March 2013 | #SESNY Visualize Trends• semrush.com• Google Keywords• Majestic SEO Anchor Text• socialmention.com wordle.net• ubersuggest.com Export CSV tweet-cloud.com
  • 27. @LeeOdden New York| 25–28 March 2013 | #SESNY Your Site• Onsite search (logged queries GA)• Form textarea analysis• ? Queries in analytics• Google Webmaster Tools
  • 28. @LeeOdden New York| 25–28 March 2013 | #SESNY Frontline Staff Sales Customer Service BCC FAQs to the content teamImage: Shutterstock
  • 29. @LeeOdden New York| 25–28 March 2013 | #SESNY Become a PublisherEd Cals & Media Kits: Review planned storiesMagazines: Recurring Features, Themes, ShortForm, Long FormNewspapers: Timely, Objective, SensationalTelevision: Storytelling, Recaps, Previews
  • 30. @LeeOdden New York| 25–28 March 2013 | #SESNY Customer Journey Maria: Tech Savvy Mom Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? Maria cleaning Mom Product feature/benefit robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors Customer Pain Purchase robot , Zrobot how to buy, Where can I buy a Zrobot? Store locator, geo-specific store pages, FB fan pages Points Zrobot prices• No time to clean Zrobot cleaning How to get more uses from Blog posts, guest posts, Retention• 5 small children who spill and tips your Zrobot video make messes Zrobot fans,• Light colored carpet Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot• Cannot afford a weekly maid and A, tips Forum, Zrobot Newsletter accessories
  • 31. Facts TellStories Sell
  • 32. @LeeOdden New York| 25–28 March 2013 | #SESNY4 Content Types For Brand Storytelling Amplification Evergreen Repurpose Syndication Brand d Stories Curated Off Site Posts Co-Created
  • 33. @LeeOdden New York| 25–28 March 2013 | #SESNYEvergreen Content • Original, unique to publisher • Timeless, always relevant
  • 34. @LeeOdden New York| 25–28 March 2013 | #SESNY Repurposed Content This is a blog post with a video embedded inside of it. This is a PowerPoint Showing images and a There is also text below video embedded inside the video with show of it. notes of key moments.Upload video Embed in a Post screen Upload imagesto YouTube blog post with shots from and text as a show notes. video to story in a Flickr. PowerPoint.
  • 35. @LeeOdden New York| 25–28 March 2013 | #SESNYCurated Content • Aggregate resources • Curate internal content • Curate industry news
  • 36. @LeeOdden New York| 25–28 March 2013 | #SESNYCurated Content
  • 37. @LeeOdden New York| 25–28 March 2013 | #SESNYCo-Created Content on GDocs
  • 38. @LeeOdden New York| 25–28 March 2013 | #SESNYCo-Created eBook 119,000 Views Slideshare Next Most Pop: 6,473 Views
  • 39. @LeeOdden New York| 25–28 March 2013 | #SESNY Tips & Examples Website Email Blog eBook Category Newsletters PostsIndustry Media Guide to Coverage B2B Press Releases Social Practice Area Prospect (Topic - Social Co-Created Brand Networking Keyword) SEO VisualNetworking Community eBook with Conference Contributed Articles Off Site Guest Posts Commenting Topical Survey Topical Resource Speaking at “2013 Topic XYZ Conferences Survey” Lists
  • 40. @LeeOdden New York| 25–28 March 2013 | #SESNYContent Plan Template http://tprk.us/keyedcal
  • 41. @LeeOdden New York| 25–28 March 2013 | #SESNYContent Marketing SecretLet Me Tell You A Secret http://tprk.us/cmsecrets Image Source: Shutterstock
  • 42. @LeeOdden New York| 25–28 March 2013 | #SESNY
  • 43. @LeeOdden New York| 25–28 March 2013 | #SESNY Discover – Consume - Act Attract Engage ConvertSocial Networks PDF ContributeDirect social messages Slideshare DownloadEmail Long form interviews SubscribeBlog Single images ShareSearch Attend Conference
  • 44. @LeeOdden New York| 25–28 March 2013 | #SESNY One Clever QuestionYoure a secret agent on a missionand youre having a rendezvous withyour agency contact after pulling adangerous undercover operation.You now have a coveted secret. Acontent marketing secret.What secret for achieving successwith content marketing will youshare? The content marketing worlddepends on it!
  • 45. @LeeOdden New York| 25–28 March 2013 | #SESNYContent Marketing Thought Leaders Shared Their “Secrets”
  • 46. @LeeOdden New York| 25–28 March 2013 | #SESNY10 Long Form Interviews
  • 47. @LeeOdden New York| 25–28 March 2013 | #SESNY Planned RepurposingB2B Enterprise Enterprise Enterprise Top 10Enterprise SMB SMB B2B B2BSMB B2B Tools SMB MarketingTools Tools Win budget ToolsWin budget Win budget B2B Win budget TacticsB2B Tools B2B B2B Top 20Enterprise B2B Enterprise Enterprise ContentSMB Enterprise SMB ToolsTools SMB Win budget SMB MarketingWin budget Win budget Tools Win budget Tools
  • 48. @LeeOdden New York| 25–28 March 2013 | #SESNY
  • 49. @LeeOdden New York| 25–28 March 2013 | #SESNYAll Content &Promotions Consider: “Findability” “Engagement” “Shareability”
  • 50. WhatHappened?1. Created Demand2. Dominated SearchResults3. Event Awareness4.Registrations, Sessions
  • 51. @LeeOdden New York| 25–28 March 2013 | #SESNY Outcomes in 6 Days43,000+ views on Slideshare1,000+ PDF downloads5000+ visits of interviews3,300+ Retweets200 “likes”130 G+100+ inbound links
  • 52. @LeeOdden New York| 25–28 March 2013 | #SESNYIt’s Not Just About Customers Attributed to Henry Ford: "If I listened to my customers, wed still be riding horses”To stand out to customers and above the competition, brands must take a leadership position with their content marketing.
  • 53. @LeeOdden New York| 25–28 March 2013 | #SESNYOr Just Being More Creative
  • 54. The Winning Formula:• Brand leadership• Customer empathy• Storytelling & creativity= Results!
  • 55. @LeeOdden New York| 25–28 March 2013 | #SESNYIt All Sounds Good, But… Can I Really Do This?
  • 56. Yes You Can You Can Do Anything
  • 57. With the Right Plan OptimizeBook.com
  • 58. TakeawaysGreat content isn’t great until it’sdiscovered, consumed and shared.Facts tell, stories sell.Winning creative is aboutresults, not awards.Brand leadership + customerempathy & creativity = contentmarketing results.
  • 59. @LeeOdden New York| 25–28 March 2013 | #SESNY Thank You! @LeeOdden lee@toprankmarketing.com TopRankMarketing.com TopRankBlog.com OptimizeBook.comFree Download:http://tprk.us/cmsmarts13