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Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
Content Marketing for Professional Services Firms
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Content Marketing for Professional Services Firms

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What is content marketing? How can it grow your business? What planning steps should you take? Answers to these questions, and a walkthrough of some of the pitfalls and opportunities of content …

What is content marketing? How can it grow your business? What planning steps should you take? Answers to these questions, and a walkthrough of some of the pitfalls and opportunities of content marketing. Presented at Social Media Boot Camp for Professional Service Firms, hosted by the Maryland Association of CPAs.

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  • 1. CONTENT MARKETINGTracy Goldtracy@rightsourcemarketing.com@tracycgoldSocial Media Boot Camp for Professional Service FirmsFebruary 29th, 2012
  • 2. WHAT IS CONTENT MARKETING?“Content marketing is the art of understanding exactlywhat your customers need to know and delivering it tothem in a relevant and compelling way.” - Joe Pulizzi, Junta42 2
  • 3. THOUGHT LEADERSHIP 3
  • 4. FOCUS ON YOUR AUDIENCE 4
  • 5. IMPACT ON OTHER MARKETING TACTICS• When done right Content Marketing impacts multiple areas including: – Website – Search Engine Optimization – Lead Generation – Lead Nurturing – Sales Process – Social Media – …Everything! 5
  • 6. CONTENT MARKETING – CHALLENEGES 6
  • 7. THE RIGHT WAY TO DO CONTENT MARKETING• Content Planning• Content Creation• Content Optimization• Content Distribution• Content Reporting & Analysis 7
  • 8. CONTENT PLANNING: HOW IT USUALLY WORKS Month 1: • 5 content creators • 10 content pieces • Abundant Enthusiasm Month 2: • 3 content creators • 6 content pieces • Waning Enthusiasm Month 3: • 1 content creator • 2 content pieces • Excuses, excuses, excuses 8
  • 9. CONTENT PLANNING: HOW IT SHOULD WORK Month 1: • 5 content creators • 10 content pieces • Abundant Enthusiasm Month 2: • 5 content creators • 15 content pieces • Growing Enthusiasm Month 3: • 7 content creators • 20 content pieces • Reporting fosters competition 9
  • 10. EXAMPLE CONTENT CALENDARContent Content Person Due Date Publish Date NotesTitle Type ResponsibleHow to use a Blog Post Albus 11/11/11 11/13/11 Don’t tellpensieve Snape you’re using a pic from hisMy Video Sirius 12/1/11 12/15/11 Make sureAdventure to post onwith a RedditHippogriffShould Facebook Hermione 1/15/11 1/15/11 Don’thouse elves Question include ahave more “no” optionrights? 10
  • 11. WHO SHOULD PARTICIPATE?• Marketing • Business Development• Sales • Executives• Subject Matter Experts • Your Whole Team• Customer Service 11
  • 12. CONTENT MARKETING ROLES• Newspotter• Idea Generator• Project Manager• Strategist• Graphic Designer• Writer• Editor• Distributor• Cheerleader 12
  • 13. TYPES OF CONTENT Research Podcasts Results eBooks Tweets Videos EventsBlogPosts Formats Seminars 13
  • 14. CREATE VS. CURATE Percentage of Tweets that Include Self Reference 3.5 3 2.5 2 1.5 1 0.5 0 Non Retweets Retweets Source: Dan Zarella 14
  • 15. EXAMPLE 15
  • 16. Q&A 16
  • 17. THANK YOU• Email: tracy@rightsourcemarketing.com• Website: www.rightsourcemarketing.com• Blog: www.marketingtrenches.com• Twitter: @tracycgold @rightsource• Facebook: facebook.com/rightsource 17

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