Guide to Content Marketing

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

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

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Transcript

  • 1. Content Marketing#contentme
  • 2. Questions for Marketers to Ask#contentme
  • 3. #contentmeLook up and ask questions before getting started
  • 4. #contentme Who is my audience? Where do they hang out? How do they consume content? What’s my goal?
  • 5. Who’s Doing It Well?
  • 6. #contentme GoPro Cameras making slick vids Camera is attached to the surf board http://www.youtube.com/user/GoProCamera
  • 7. #contentme Pottery Barn DIY Tips for the Home http://www.youtube.com/potterybarn
  • 8. #contentme Fred Wilson for Blogging Holy Engagemant, Batman http://www.avc.com/
  • 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. Whitepapers/ eBooks
  • 11. #contentme http://www.hubspot.com/internet-marketing-whitepapers/Hubspot is killing it with content
  • 12. Infographics/Visualizations
  • 13. #contentme http://aytm.com/blog/research-junction/angry-birds-addiction/This is how an infographic is done
  • 14. http://www.grantelevators.com.au/news/state-australian-construction- industryWorks in “boring” niches too, if done really well
  • 15. #contentme Interactive Music Map (Thomson UK)This is how a visualization is done
  • 16. Inhouse orOutsource?
  • 17. Questions to Ask
  • 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. #contentme If so, go ahead and do it in-house. If not, find the right resources.
  • 20. Resourcesfor Content Creation
  • 21. #contentme Need copy? http://contently.com/ http://www.textbroker.com/ http://www.zerys.com/
  • 22. #contentme Infographics? http://www.shepardportfolio.com/ http://www.97thfloor.com/
  • 23. #contentme The Kitchen Sink? Not a bad idea.. http://www.distilled.net/
  • 24. #contentme Making Movies? 20 Billion Views every month = a lot of eye balls If it’s non-promotional, social material.
  • 25. #contentme Another option (non-promotional)http://vimeo.com/
  • 26. #contentme Onsite or Promotional Material Awesome presentation on using video to get more links to your website
  • 27. Importance of ConsistentContent Creation (aka Editorial Calendar)
  • 28. #contentme Commitment (issues) Consistent Content = Authority and Audience
  • 29. #contentme Never Give Up http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
  • 30. #contentme Month to Month Comparison From http://bostjan.konstrukt.it/
  • 31. Ways to Stay Consistent
  • 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. #contentme Curation or Creation?
  • 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. #contentme Manage your WP Workflow http://editflow.org/
  • 36. Finding andStoring Blog Ideas
  • 37. #contentme http://blogspire.zemanta.com/
  • 38. #contentme http://percolate.com/Percolate – like Summify, but cooler.
  • 39. http://alltop.com/Crowdsourced Ideas FTW #contentme
  • 40. http://evernote.com/Evernote for PC, Mac, iPhone, iPad #contentme
  • 41. Templating Blog Posts
  • 42. #contentmeTemplating is not for everyone
  • 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. #contentme Don’t copy. Adapt to fit your needs.
  • 45. #contentme Content Promotion
  • 46. #contentme Identifying Influencers
  • 47. #contentme This happens before you create the content
  • 48. Finding Prospects Easily
  • 49. #contentmeFor some niches. For spammier niches, not as helpful.
  • 50. #contentmeBetter for tech-related industries.
  • 51. #contentmehttp://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-linksMine your (or your client’s) Twitter followers
  • 52. #contentme Zemanta http://zemanta.com/outreach
  • 53. HardcoreProspecting
  • 54. #contentmeCitation Labs (new kid on the block)
  • 55. #contentmeOntolo (Campaigns find your prospects for you)
  • 56. #contentmeBuzzstream
  • 57. OutreachProductivity
  • 58. http://www.seomoz.org/blog/linkbuilder-gmail-productivity-setup-and-outreach-examples
  • 59. #contentmeBuzzstream
  • 60. Remember
  • 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. #contentme Good video from Rob Ousbey http://www.distilled.net/store/sl- 2011-hustle/
  • 63. Tracking ROI
  • 64. #contentmeBuzzstream (crawl your links)
  • 65. Linkstant (http://www.linkstant.com/)
  • 66. #contentme http://www.wordstream.com/blog/ws/2011/09/01/scale- linkbuilding-with-google-docsGoogle Docs
  • 67. #contentmePodio
  • 68. #contentme + =ToutApp + Highrise(http://justinbriggs.org/18-tools-to-speed-up-link-building)
  • 69. #contentmeRavenTools Link Manager
  • 70. #contentmeAnalytics (http://kaushik.net/avinash)
  • 71. #contentmeMajesticSEO
  • 72. #contentmeOpenSiteExplorer
  • 73. Questions? #contentme
  • 74. #contentmeLondon - WEBCONTENTVIPLDN07 price£349+vat, normally priced at £449+vatBoston - WEBCONTENTVIPBOS07 price $549,normally priced at $699