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Content Marketing#contentme
Questions for             Marketers to                 Ask#contentme
#contentmeLook up and ask questions before getting started
#contentme Who is my audience? Where do they hang out? How do they consume content? What’s my goal?
Who’s Doing  It Well?
#contentme     GoPro Cameras making slick vids    Camera is attached to the surf board    http://www.youtube.com/user/GoPr...
#contentme                     Pottery Barn             DIY Tips for the Home             http://www.youtube.com/potterybarn
#contentme             Fred Wilson for Blogging                             Holy Engagemant, Batman  http://www.avc.com/
#contentme     An Auto Giant tackles SlideShare       (and social media in general)    http://www.slideshare.net/scottmont...
Whitepapers/  eBooks
#contentme      http://www.hubspot.com/internet-marketing-whitepapers/Hubspot is killing it with content
Infographics/Visualizations
#contentme    http://aytm.com/blog/research-junction/angry-birds-addiction/This is how an infographic is done
http://www.grantelevators.com.au/news/state-australian-construction-                             industryWorks in “boring”...
#contentme                Interactive Music Map (Thomson UK)This is how a visualization is done
Inhouse orOutsource?
Questions to   Ask
#contentme      Do I have internal writing resources?     Do I have a GOOD graphic designer?Will I need this resource (ful...
#contentme        If so, go ahead and do it in-house.             If not, find the right resources.
Resourcesfor Content  Creation
#contentme             Need copy?                      http://contently.com/                    http://www.textbroker.com/...
#contentme                Infographics?    http://www.shepardportfolio.com/    http://www.97thfloor.com/
#contentme                        The Kitchen Sink?     Not a bad idea..    http://www.distilled.net/
#contentme                         Making Movies?          20 Billion Views every month = a lot of eye balls If it’s non-p...
#contentme        Another option (non-promotional)http://vimeo.com/
#contentme     Onsite or Promotional Material Awesome presentation on using video to get more links to your website
Importance of   ConsistentContent Creation  (aka Editorial    Calendar)
#contentme    Commitment (issues)    Consistent Content = Authority and Audience
#contentme                       Never Give Up    http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
#contentme         Month to Month Comparison From http://bostjan.konstrukt.it/
Ways to Stay Consistent
#contentme    http://www.contentmarketinginstitute.com    /2010/08/content-marketing-editorial-    calendar/    http://mic...
#contentme             Curation or Creation?
#contentme      Easiest way to blog for business Be SEO Friendly: Put it on a subfolder (domain.com/blog), not a subdomain...
#contentme             Manage your WP Workflow http://editflow.org/
Finding andStoring Blog   Ideas
#contentme    http://blogspire.zemanta.com/
#contentme                       http://percolate.com/Percolate – like Summify, but cooler.
http://alltop.com/Crowdsourced Ideas FTW                   #contentme
http://evernote.com/Evernote for PC, Mac, iPhone, iPad          #contentme
Templating Blog    Posts
#contentmeTemplating is not for everyone
#contentme       Six Blog Post Templates (LinchPin       Bloggers)      Simplistic but helpful -> The Anatomy Of An      E...
#contentme      Don’t copy. Adapt to        fit your needs.
#contentme   Content Promotion
#contentme     Identifying Influencers
#contentme  This happens before you     create the content
Finding Prospects      Easily
#contentmeFor some niches. For spammier niches, not as helpful.
#contentmeBetter for tech-related industries.
#contentmehttp://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-linksMine your (or your client’s) Twitt...
#contentme Zemanta     http://zemanta.com/outreach
HardcoreProspecting
#contentmeCitation Labs (new kid on the block)
#contentmeOntolo (Campaigns find your prospects for you)
#contentmeBuzzstream
OutreachProductivity
http://www.seomoz.org/blog/linkbuilder-gmail-productivity-setup-and-outreach-examples
#contentmeBuzzstream
Remember
#contentme   Keep first contact short (hook ‘em)   Have value to offer (superb   content)   Always know what they’ve   lin...
#contentme Good video from Rob Ousbey http://www.distilled.net/store/sl- 2011-hustle/
Tracking  ROI
#contentmeBuzzstream (crawl your links)
Linkstant (http://www.linkstant.com/)
#contentme    http://www.wordstream.com/blog/ws/2011/09/01/scale-                linkbuilding-with-google-docsGoogle Docs
#contentmePodio
#contentme              +                                                =ToutApp + Highrise(http://justinbriggs.org/18-to...
#contentmeRavenTools Link Manager
#contentmeAnalytics (http://kaushik.net/avinash)
#contentmeMajesticSEO
#contentmeOpenSiteExplorer
Questions?  #contentme
#contentmeLondon - WEBCONTENTVIPLDN07 price£349+vat, normally priced at £449+vatBoston - WEBCONTENTVIPBOS07 price $549,nor...
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Guide to Content Marketing

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Slides from recent joint webinar by Distilled and Zemanta on Content Marketing.

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Transcript of "Guide to Content Marketing"

  1. 1. Content Marketing#contentme
  2. 2. Questions for Marketers to Ask#contentme
  3. 3. #contentmeLook up and ask questions before getting started
  4. 4. #contentme Who is my audience? Where do they hang out? How do they consume content? What’s my goal?
  5. 5. Who’s Doing It Well?
  6. 6. #contentme GoPro Cameras making slick vids Camera is attached to the surf board http://www.youtube.com/user/GoProCamera
  7. 7. #contentme Pottery Barn DIY Tips for the Home http://www.youtube.com/potterybarn
  8. 8. #contentme Fred Wilson for Blogging Holy Engagemant, Batman http://www.avc.com/
  9. 9. #contentme An Auto Giant tackles SlideShare (and social media in general) http://www.slideshare.net/scottmonty/putting-the-car-in-karma-how- ford-creates-value-through-social-media
  10. 10. Whitepapers/ eBooks
  11. 11. #contentme http://www.hubspot.com/internet-marketing-whitepapers/Hubspot is killing it with content
  12. 12. Infographics/Visualizations
  13. 13. #contentme http://aytm.com/blog/research-junction/angry-birds-addiction/This is how an infographic is done
  14. 14. http://www.grantelevators.com.au/news/state-australian-construction- industryWorks in “boring” niches too, if done really well
  15. 15. #contentme Interactive Music Map (Thomson UK)This is how a visualization is done
  16. 16. Inhouse orOutsource?
  17. 17. Questions to Ask
  18. 18. #contentme Do I have internal writing resources? Do I have a GOOD graphic designer?Will I need this resource (full time) after this project? Do these resources have the expertise needed (honestly)?
  19. 19. #contentme If so, go ahead and do it in-house. If not, find the right resources.
  20. 20. Resourcesfor Content Creation
  21. 21. #contentme Need copy? http://contently.com/ http://www.textbroker.com/ http://www.zerys.com/
  22. 22. #contentme Infographics? http://www.shepardportfolio.com/ http://www.97thfloor.com/
  23. 23. #contentme The Kitchen Sink? Not a bad idea.. http://www.distilled.net/
  24. 24. #contentme Making Movies? 20 Billion Views every month = a lot of eye balls If it’s non-promotional, social material.
  25. 25. #contentme Another option (non-promotional)http://vimeo.com/
  26. 26. #contentme Onsite or Promotional Material Awesome presentation on using video to get more links to your website
  27. 27. Importance of ConsistentContent Creation (aka Editorial Calendar)
  28. 28. #contentme Commitment (issues) Consistent Content = Authority and Audience
  29. 29. #contentme Never Give Up http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
  30. 30. #contentme Month to Month Comparison From http://bostjan.konstrukt.it/
  31. 31. Ways to Stay Consistent
  32. 32. #contentme http://www.contentmarketinginstitute.com /2010/08/content-marketing-editorial- calendar/ http://michaelhyatt.com/annual-planning- calendar.html Pro tip: Custom calendar for blog posts if you use Google Apps for your business. A few editorial calendar resources
  33. 33. #contentme Curation or Creation?
  34. 34. #contentme Easiest way to blog for business Be SEO Friendly: Put it on a subfolder (domain.com/blog), not a subdomain (blog.domain.com)
  35. 35. #contentme Manage your WP Workflow http://editflow.org/
  36. 36. Finding andStoring Blog Ideas
  37. 37. #contentme http://blogspire.zemanta.com/
  38. 38. #contentme http://percolate.com/Percolate – like Summify, but cooler.
  39. 39. http://alltop.com/Crowdsourced Ideas FTW #contentme
  40. 40. http://evernote.com/Evernote for PC, Mac, iPhone, iPad #contentme
  41. 41. Templating Blog Posts
  42. 42. #contentmeTemplating is not for everyone
  43. 43. #contentme Six Blog Post Templates (LinchPin Bloggers) Simplistic but helpful -> The Anatomy Of An Effective Blog Post (@michaelhyatt) A good outline template -> How to Use Evernote As A Blogger (@michaelhyatt)If you’re publishing frequently, a templatemay be a good idea.
  44. 44. #contentme Don’t copy. Adapt to fit your needs.
  45. 45. #contentme Content Promotion
  46. 46. #contentme Identifying Influencers
  47. 47. #contentme This happens before you create the content
  48. 48. Finding Prospects Easily
  49. 49. #contentmeFor some niches. For spammier niches, not as helpful.
  50. 50. #contentmeBetter for tech-related industries.
  51. 51. #contentmehttp://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-linksMine your (or your client’s) Twitter followers
  52. 52. #contentme Zemanta http://zemanta.com/outreach
  53. 53. HardcoreProspecting
  54. 54. #contentmeCitation Labs (new kid on the block)
  55. 55. #contentmeOntolo (Campaigns find your prospects for you)
  56. 56. #contentmeBuzzstream
  57. 57. OutreachProductivity
  58. 58. http://www.seomoz.org/blog/linkbuilder-gmail-productivity-setup-and-outreach-examples
  59. 59. #contentmeBuzzstream
  60. 60. Remember
  61. 61. #contentme Keep first contact short (hook ‘em) Have value to offer (superb content) Always know what they’ve linked to before (this came first)
  62. 62. #contentme Good video from Rob Ousbey http://www.distilled.net/store/sl- 2011-hustle/
  63. 63. Tracking ROI
  64. 64. #contentmeBuzzstream (crawl your links)
  65. 65. Linkstant (http://www.linkstant.com/)
  66. 66. #contentme http://www.wordstream.com/blog/ws/2011/09/01/scale- linkbuilding-with-google-docsGoogle Docs
  67. 67. #contentmePodio
  68. 68. #contentme + =ToutApp + Highrise(http://justinbriggs.org/18-tools-to-speed-up-link-building)
  69. 69. #contentmeRavenTools Link Manager
  70. 70. #contentmeAnalytics (http://kaushik.net/avinash)
  71. 71. #contentmeMajesticSEO
  72. 72. #contentmeOpenSiteExplorer
  73. 73. Questions? #contentme
  74. 74. #contentmeLondon - WEBCONTENTVIPLDN07 price£349+vat, normally priced at £449+vatBoston - WEBCONTENTVIPBOS07 price $549,normally priced at $699
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