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Marketing Success: How Content Drives the New Conversation


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Content marketing and social media are changing the way businesses communicate with customers.

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Marketing Success: How Content Drives the New Conversation

  1. 1. Marketing Success: How Content Drives the New Conversation<br />Rich Donley, Tonja Deegan<br />June 3, 2010<br />
  2. 2. What we’ll cover<br />About us<br />Pulse check<br />Why content?<br />Getting started<br />Examples<br />Content lifecycle<br />5 tips – what you can do right now<br />Measuring success<br />Q&A (but encouraged throughout)<br />2<br />
  3. 3. about us<br />
  4. 4. Tonja Deegan<br />Social, Digital Media Director<br />15 years experience in content creation<br />Parrot, Carbonite, Speakeasy, General Motors<br />WWJ, Crain’s Detroit Business, The Detroit News<br /> – 1997 Dot-com startup<br />Adjunct Lecturer, Eastern Michigan University<br />Bylines, press releases, blog posts, social networking content<br />4<br />
  5. 5. Rich Donley, APR<br />Vice President, Cleantech / Industrial Practices<br />21 years experience – 15 in PR; former journalist, advertising, broadcasting – all about content creation<br />PR agency partner: 12+ years; and 3+ years with Airfoil<br />Altair Engineering, Faurecia, Paragon Green, Michigan First Credit Union, Royal Oak Industries, Metafile, EEI Global<br />PRSA involvement – committees, board; earned Accreditation in 2004; 2010 PRSA-Detroit Chapter President<br />5<br />
  6. 6. About Airfoil Public Relations<br />6<br />Progressive, fast-growing, independent, tech firm known for providing emerging businesses with competitive communications<br />Strong track record of bringing start-up and mid-stage, regional companies to national prominence in the media <br />Over 10+ year retained relationship with Microsoft<br />National footprint; local presence<br />60 professionals between our Michigan and Silicon Valley offices<br />“Feet on ground” exposure throughout top 25 DMA markets<br />Top agency for consumer technology PR initiatives (vis-à-vis campaigns for Microsoft, eBay, Best Buy)<br />Recognized as one of the nation’s top independent public relations firms<br />Holmes Report Tech Agency of the Year 2007<br />Holmes Report Top PR Firm To Work For<br />PR Week Boutique Agency of the Year <br />PR Week Top 50 PR Firm<br />2010 PRSA Silver Anvil Finalist<br />O’Dwyer’s Top 10 Technology PR Firm<br />
  7. 7. Airfoil – to raise above, to propel beyond…<br />7<br />All the means brought to bear in raising our clients above, and propelling them beyond their competitors.<br /> HIGHER THINKING®<br />+<br />=<br />PERFORMANCE<br />PROCESS<br />PEOPLE<br />Brought together to define and expedite our client’s advantage<br />The most thorough resources and processes<br />The best people,<br />the best thinking<br />
  8. 8. Service Offerings<br />8<br />
  9. 9. 9<br />Brands that Turn to Us<br />Brand positioning and competitive differentiation<br />
  10. 10. Pulse Check<br />What do you consider content? <br />How do you use your content?<br />How do you communicate with your customers and prospects now? <br />Rating – how successful are you now?<br />What are your roadblocks?<br />10<br />
  11. 11. why content?<br />
  12. 12. Content Means …<br />Talking and writing about what you know<br />Providing information and education<br />12<br />
  13. 13. Convergence<br />13<br />
  14. 14. Content is King<br />Print<br />Email<br />Internet<br />Mobile<br />e-Readers<br />14<br />
  15. 15. SMB Plans: Content, Social<br />Online presence<br />Communication<br />Social networking<br />Increase loyalty<br />15<br />
  16. 16. B2B, B2C Depend on Content<br />Social networks<br />Blogging<br />Listening/monitoring<br />Competitive analysis<br />Online communities<br />16<br />
  17. 17. Search Engine Optimization<br />Keywords<br />Searchable terms<br />No jargon or industry acronyms<br />Links<br />Authority/Page Rank<br />17<br />
  18. 18. getting started<br />
  19. 19. Questions to ask<br />19<br />
  20. 20. Where to start<br />Set aside time (1/2 hour to 1 hour per week)<br />Write about what you know<br />Experiment with 1-2 outlets (email, website)<br />Test<br />Review results<br />Revise and try again<br />20<br />
  21. 21. examples<br />
  22. 22. Faurecia<br />22<br />
  23. 23. 23<br />Michigan First<br />
  24. 24. RatePoint<br />24<br />
  25. 25. Airfoil<br />25<br />
  26. 26. content lifecycle<br />
  27. 27. Content Lifecycle<br />27<br />
  28. 28. Concept<br />What story do you want to tell?<br />What problem do you want to solve?<br />What do your customers need?<br />28<br />
  29. 29. Press Release <br />Media are not the audience<br />Search engine optimization<br />Search results<br />Hubspot press release grader<br />Distribution<br />Free press release sites<br />Newsroom <br />RSS (Really Simple Syndication)<br />29<br />
  30. 30. Blogs, e-newsletters<br />Search-friendly<br />Fresh content<br />Easy to update<br />Connect with customers<br />B2B and B2C<br />30<br />
  31. 31. Presentation/Document<br />Repurpose information into presentation or “point of view” (whitepaper light)<br />Add visuals, talking points<br />Share<br />“Give it away” – give and get<br />Social media = sharing<br />31<br />
  32. 32. Circulate the content<br />Facebook, Twitter, Industry Forums<br />Link to release, blog post<br />Cadence of updates with content<br />Ask for feedback<br />Update and refine<br />Bylined Articles<br />Common in industry publications<br />Must be “vendor-neutral”<br />32<br />
  33. 33. 5 tips – what you can do right now<br />
  34. 34. What You Can Do Right Now<br />Inventory your content<br />Newsletters, research, presentations<br />Listen/search<br />What’s being said about you/competitors?<br />Review website stats and email marketing results<br />What’s bringing people to you?<br />Ask your customers where they read<br />Where do they go for research and information?<br />Make yourself findable<br />LinkedIn, website updates, social profile<br />34<br />
  35. 35. measuring success<br />
  36. 36. Measurement<br />36<br />
  37. 37. Wrap-up<br />Consumers want information<br />Businesses becoming publishers<br />Ask questions before getting started<br />Extend content through cycles<br />Take small steps to get started<br />Set goals and measure success<br />37<br />
  38. 38. q&a<br />