 Copyright by Debra Zahay 2013
How Content
Marketing Makes
Sense of Social Media
Dr. Debra Zahay-Blatz
7/11/2013
Kishwauk...
 Copyright by Debra Zahay 2013
OR: How To Tell Your
Story through Content
Marketing and Still
Have a Life!
 Copyright by Debra Zahay 2013
From Joe Pulizzi
Content Marketing – Definition
Content Marketing is owning, as
opposed to...
 Copyright by Debra Zahay 2013
Content Creation is Done “By
Hand.”
According to marketing guru Beth Kanter,
“Content cura...
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebook Twitter Linked...
 Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebok Twitter Linkedi...
 Copyright by Debra Zahay 2013
The Story (Brand
Positioning)
• To the on-the-go college student or urban professional,
ag...
 Copyright by Debra Zahay 2013
Colgate Wisp Execution
• The Platform: Be More Kissable website
• The Key: a series of irr...
 Copyright by Debra Zahay 2013
Using Video and Social Networks,
with engaging content, Colgate-
Palmolive Reached the Mob...
 Copyright by Debra Zahay 2013
Where Is the Audience
Participating Online?
Questions to determine where its target audien...
 Copyright by Debra Zahay 2013
Where Is the Audience
Participating Online?
• Are there niche online groups that the targe...
 Copyright by Debra Zahay 2013
The Story (Brand
Positioning)
• To the marketing professional seeking to hire in the digit...
 Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebook Twitter Linked...
 Copyright by Debra Zahay 2013
Over 2,000 LinkdIn Connections form the basis of
my Content Marketing Strategy; groups are...
 Copyright by Debra Zahay 2013
Content Marketing has resulted in
steady growth of Twitter followers,
the RIGHT ones for me
 Copyright by Debra Zahay 2013
Repurposed and meaningful
content helped my blog take off!
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
Content Marketing: A
Disciplined Approach
• Means posting meaningful content five times a ...
 Copyright by Debra Zahay 2013
Content Marketing Results
• Increased Pageviews on blog from 500 to 5000 a month
• Increas...
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
Story (Brand Identity) leads to
content lead to Social Media
Story
Facebook Twitter Linked...
 Copyright by Debra Zahay 2013
 Copyright by Debra Zahay 2013
Content Marketing Steps
• Start with your Story in the form of a positioning statement.
• ...
 Copyright by Debra Zahay 2013
Zahay.com website has links
to talk, other work
 Copyright by Debra Zahay 2013
Contact Me:
• @zahay
• http://www.zahay.com
• Cell 630-300-8838
• debrazb22@gmail.com, zah...
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How Content Marketing Makes Sense of Social Media

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Learn how to develop a strategy for content marketing by defining and conveying your brand's story through social media such as LinkedIn, Facebook, Twitter, Pinterest, YouTube and G+. Presentation includes simple tips for re-purposing content and several case studies.

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How Content Marketing Makes Sense of Social Media

  1. 1.  Copyright by Debra Zahay 2013 How Content Marketing Makes Sense of Social Media Dr. Debra Zahay-Blatz 7/11/2013 Kishwaukee College, Social Media Breakfast
  2. 2.  Copyright by Debra Zahay 2013 OR: How To Tell Your Story through Content Marketing and Still Have a Life!
  3. 3.  Copyright by Debra Zahay 2013 From Joe Pulizzi Content Marketing – Definition Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior. http://contentmarketinginstitute.com/2 012/06/content-marketing-definition/
  4. 4.  Copyright by Debra Zahay 2013 Content Creation is Done “By Hand.” According to marketing guru Beth Kanter, “Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.” http://contentmarketinginstitute.com/20 12/08/content-curation-need-to-conside/
  5. 5.  Copyright by Debra Zahay 2013
  6. 6.  Copyright by Debra Zahay 2013 Story (Brand Identity) leads to content lead to Social Media Story Facebook Twitter Linkedin Video Blog Post Content From Blog Post: The Shocking Truth about Content Marketing http://bit.ly/YB0Ww9
  7. 7.  Copyright by Debra Zahay 2013 Story (Brand Identity) leads to content lead to Social Media Story Facebok Twitter Linkedin Video Blog Post Content
  8. 8.  Copyright by Debra Zahay 2013 The Story (Brand Positioning) • To the on-the-go college student or urban professional, ages 18 to 25, both male and female, WISP is the mini- disposable toothbrush that makes you Be More Kissable 8
  9. 9.  Copyright by Debra Zahay 2013 Colgate Wisp Execution • The Platform: Be More Kissable website • The Key: a series of irreverent videos uploaded to YouTube • Even More Audience: a Facebook app called Spin the Wisp • The Results: $44 million in sales of the mini-toothbrush within the first seven months 9
  10. 10.  Copyright by Debra Zahay 2013 Using Video and Social Networks, with engaging content, Colgate- Palmolive Reached the Mobile Generation Y Target Market 10
  11. 11.  Copyright by Debra Zahay 2013 Where Is the Audience Participating Online? Questions to determine where its target audience participates: • What news sites do members of the target audience go to? • What discussion forums do they participate in? • What social networks are they active on? • What sharing sites are they active on? • Are there significant social groups on these sites? 11
  12. 12.  Copyright by Debra Zahay 2013 Where Is the Audience Participating Online? • Are there niche online groups that the target audience is part of? • What blogs do they read? • Who are the influential bloggers? • Who is influential on Twitter? • Who are the community leaders? • Are they members of organizations? • What social news sites are they a part of? •Content marketing through social media depends on building relationships and connections with the target group online, and so understanding where its members are online is vital to success. 12
  13. 13.  Copyright by Debra Zahay 2013 The Story (Brand Positioning) • To the marketing professional seeking to hire in the digital and interactive field, Dr. Zahay-Blatz provides updates on digital marketing that convey the uniqueness of what she is doing in her research, consulting and in the classroom. 13
  14. 14.  Copyright by Debra Zahay 2013 Story (Brand Identity) leads to content lead to Social Media Story Facebook Twitter Linkedin Video Blog Post Content
  15. 15.  Copyright by Debra Zahay 2013 Over 2,000 LinkdIn Connections form the basis of my Content Marketing Strategy; groups are critical
  16. 16.  Copyright by Debra Zahay 2013 Content Marketing has resulted in steady growth of Twitter followers, the RIGHT ones for me
  17. 17.  Copyright by Debra Zahay 2013 Repurposed and meaningful content helped my blog take off!
  18. 18.  Copyright by Debra Zahay 2013
  19. 19.  Copyright by Debra Zahay 2013
  20. 20.  Copyright by Debra Zahay 2013
  21. 21.  Copyright by Debra Zahay 2013
  22. 22.  Copyright by Debra Zahay 2013 Content Marketing: A Disciplined Approach • Means posting meaningful content five times a week • Your own content is best and everyone can create • Content can be repurposed but must add value • Original Slideshare of presentation • Summary in own blog • Summary in guest blog • Tweets, Facebook and Linkedin posts • Refer to blog and Slideshare in other social media formats
  23. 23.  Copyright by Debra Zahay 2013 Content Marketing Results • Increased Pageviews on blog from 500 to 5000 a month • Increased Twitter followers steadily • Increased numbers of comments and endorsements on Linkedin
  24. 24.  Copyright by Debra Zahay 2013
  25. 25.  Copyright by Debra Zahay 2013
  26. 26.  Copyright by Debra Zahay 2013 Story (Brand Identity) leads to content lead to Social Media Story Facebook Twitter Linkedin Video Blog Post Content
  27. 27.  Copyright by Debra Zahay 2013
  28. 28.  Copyright by Debra Zahay 2013 Content Marketing Steps • Start with your Story in the form of a positioning statement. • Develop meaningful Content Related to Your Story. • Disseminate that Content where your audience resides online.
  29. 29.  Copyright by Debra Zahay 2013 Zahay.com website has links to talk, other work
  30. 30.  Copyright by Debra Zahay 2013 Contact Me: • @zahay • http://www.zahay.com • Cell 630-300-8838 • debrazb22@gmail.com, zahay@niu.edu • http://www.linkedin.com/in/drzahay • http://pinterest.com/debrazahayblatz • http://www.interactivemarketing.niu.edu • Read Dr. Zahay-Blatz's Blog at http://niuinteractivemarketing.blogspot.com • Check out the Journal: http://bit.ly/Ia0Tg3 • Read about our research in Interactive Marketing: http://bit.ly/ISa5sq • Read our new Internet Marketing • Textbook: http://bit.ly/JGo82t • Please post job descriptions on the NIU website http://bit.ly/SJjm6F • Tweet about our program using #niuim and see more info at http://bit.ly/I9iXKd
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