Your SlideShare is downloading. ×
0
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Making Content Count
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Making Content Count

809

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
809
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
35
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Understanding and insights about customers leads to the right kinds of targeted content.
  • Transcript

    • 1. Making Content Count: 13 Key Distribution Tactics Beth Tomkiw Chief Client Officer McMURRY/TMG
    • 2. Make your content count: All about distribution • • • • Reality check Beyond the buzz 13 key distribution tactics Questions
    • 3. “If you build it, they will come.” REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 4. Not exactly. REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 5. Sure, everyone’s talking about content marketing • It can help your company get discovered online • It can fuel social media • It can build brand loyalty • It can create a more engaging customer experience • It can drive sales and business growth REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 6. IS THE OPERATIVE WORD REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 7. Effective content marketing requires … • • • • • • • Understanding and insights A solid strategy An investment Quality storytelling Dedication to your customers’ wants needs Optimization Ongoing analysis and refinement REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 8. A strategic approach REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 9. Understand your … • Customers  Behaviors and motivations  Channel preferences • Competitors’ marketing • Your positive points of differentiation REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 10. The power of personas Cindy Johnson: A stay-at-home mom who has been bringing her 2-year-old daughter, Layla, to Rainbow Babies & Children’s Hospital for treatment for a heart valve defect since she was an infant James Langdon: An active senior who was recently diagnosed with Stage III prostate cancer and is being treated at University Hospitals Seidman Cancer Center Gina Simms: A fresh-out-of-residency primary care physician who is new to the Cleveland market REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 11. Cindy Johnson A stay-at-home mom who has been bringing her 2-year-old daughter, Layla, to Rainbow Babies & Children’s Hospital for treatment for a heart valve defect since she was an infant User Category: Rainbow Mom Age: 32 Race: Caucasian Education: Bachelor’s Degree Employment: Homemaker Household Income: $67,000 Family: Husband, three children (2 boys and 1 girl) “I worry that Layla won’t be able to run around and play like other kids. I want her to have fun, be normal and live full life.” BEHAVIORS & CULTURE • Conservative values • Family focused • Health-minded • Active • Fun-loving FEARS • Her child won’t lead a normal life • Too much worry under one roof • Money will run out CHALLENGES • Worries about her daughter’s health • Big medical bills • Finding “me” time MOTIVATIONS • Happy, healthy family • Active lifestyle • Sense of normalcy SAMPLE SEARCH QUERIES • Children with heart disease • Heart-healthy eating • Managing stress NEEDS & EXPECTATIONS Compassion Honest interactions Quality care and service REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 12. The right story, the right way Microsite/Hub The primary repository for content Social Teased through most relevant social channels Video Also push to YouTube Imagery Package for social channels Printed magazine Presentations Also pushed to Slide Share Content Newsstand App Print and web content optimized for tablet Experiential Packaged for events, trade shows White papers Print for events, available to download Email Opt-in newsletters; segmented/personalized by personas Traditional Leveraged in TV, print and radio campaigns REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 13. Preferred content types Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 14. Don’t reinvent the wheel Press release = Article = Infographic = Slideshow = Email teaser Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 15. Prove and refine Source: Outbrain 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 16. DISTRIBUTION STRATEGIES Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 17. TACTIC NO. 1: OPTIMIZE FOR SEARCH Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 18. 97% of people use online media when researching products and services. Source: Copy Press 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 19. • • • • • Begin with organic search Identify keywords No stuffing! Integrate long-tail search terms Use long-tail to develop topics REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 20. • • • Couple organic with paid search Utilize long-tail terms Drive to content REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 21. • • Don’t forget YouTube! It’s the No. 2 place people search online REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 22. TACTIC NO. 2: INTEGRATE WITH SOCIAL Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 23. 70% of B2C marketers have acquired customers through Facebook. Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 24. 50% of U.S. technology companies have found customers through Twitter. Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 25. Source: Hubspot 2013 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 26. REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 27. TACTIC NO. 3: LEVERAGE BLOGGERS Source: NM Incite, a Neilson/McKinsey company REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 28. 181M+ BLOGGERS WORLDWIDE Source: NM Incite, a Neilson/McKinsey company REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 29. • • • • • • Mommy bloggers Beauty bloggers Fashion bloggers Tech bloggers Food bloggers Home-style bloggers • Ugly Renaissance baby bloggers REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 30. TACTIC NO. 4: ADVERTISE CONTENT Source: comScore 2012 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 31. 54% of online display ads shown in thousands of campaigns were not seen by anyone. Source: comScore 2012 REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 32. Literally … REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 33. Website visitor reads a travel feature on places to celebrate Chinese New Years Advertorial(ly) REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 34. REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 35. TACTIC NO. 5: SHARE WITH TRADE PARTNERS • Think about your business partners • Can they benefit from your content? • Would they even help fund it? REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 36. TACTIC NO. 6: PROMOTE VIA EMAIL • Integrate into email • Contextualize the “sell” REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 37. TACTIC NO. 7: SYNDICATE OR SPONSOR • Look for relevant sites that will partner • Leverage on traditional media sites REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 38. TACTIC NO. 8: ALIGN W/TRADITIONAL ADVERTISING REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 39. TACTIC NO.9: CONNECT THROUGH PACKAGING REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 40. TACTIC NO. 10: INTEGRATE INTO SALES COLLATERAL • Catalogs, brochu res, sell sheets • Aids in decisionmaking REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 41. ESSENTIAL NO. 11: MAKE IT AN EXPERIENCE REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 42. TACTIC NO. 12: INCLUDE YOUR EMPLOYEES REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 43. TACTIC NO. 13: REMEMBER YOUR WEBSITE • Call attention to your content in a notable way REALITY CHECK • BEYOND THE BUZZ • DISTRIBUTION TACTICS • QUESTIONS
    • 44. QUESTIONS REALITY CHECK • BEYOND THE BUZZ • GATEWAYS TO DISCOVERY • QUESTIONS
    • 45. You’ve mastered the theory, now put it into practice Use the Show Guide to match this session’s categories with the providers in the Hall who can help execute! See Page 18 for details

    ×