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CONTENT MAY BE KING, BUT
DISTRIBUTION RULES THE
LAND
BROUGHT TO YOU BY ADAM ROBINSON, DIRECTOR OF MARKETING

@Cerasis
http...
AGENDA MARKETING: THE CERASIS
• CONTENT
•
•
•

APPROACH
EMPOWERING YOUR CONTENT
MARKETING STRATEGY
USING OKTOPOST TO DRIVE...
CONTENT MARKETING: THE
CERASIS APPROACH

http://cerasis.com/blog |
@Cerasis
OBJECTIVES AND GOALS
Marketing Objectives
• Create a consistent marketing program of
brand awareness campaigns and multich...
HUB AND SPOKE STRATEGY
•

As part of our strategic plan, the Cerasis website
and blog is the hub of the entire process. Ev...
CONTENT MARKETING FUNNEL
• Content Marketing & SEO
• Awareness: ISM Manufacturing Index Now in
Sixth Consecutive Month of ...
EMPOWERING YOUR
CONTENT MARKETING
STRATEGY

@Cerasis
http://cerasis.com/blog
ESTABLISHMENT AND
RESEARCH
•
•
•
•
•

Primary, Secondary, Tertiary Audiences
Broad Categories
Job Titles
Search Engine Key...
CONTENT PLANNING
• Categorize Target Audience By
• Industry: Manufacturing, Distribution,
Supply Chain, Logistics, Transpo...
UNDERSTANDING DIGITAL
ASSETS, SOCIAL MEDIA
PLATFORMS, AND ONLINE
COMMUNITIES ACTIVATION
• Digital Assets: Website, Company...
HOW TO JOIN THE RIGHT
COMMUNITIES
Key Word
• Job Title
• Search Key Phrase
• Category By Industry
• Where to search?

http...
USING OKTOPOST TO DRIVE
LARGE SCALE CONTENT
DISTRIBUTION
ADD YOUR SOCIAL NETWORKS
CREATE A CAMPAIGN

@Cerasis
http://ceras...
OKTOPOST FEATURES BEST
PRACTICES
• Select Social Network, Post
Appropriately
• LinkedIn Groups Focus
• Subject Line
• Mess...
OTHER OKTOPOST FEATURES
FOR INCREASED RESULTS
• Analytics
• Message Performance
• Group Performance
• Top Posts
• Autopost...
WHAT ARE THE RESULTS OF
A SUCCESSFUL CONTENT
MARKETING STRATEGY?

@Cerasis
http://cerasis.com/blog
OF CONTENT MARKETING AND
OKTOPOST
• Company started formal marketing for the
first time in October 2012, it’s 16th year
• ...
OKTOPOST STATS
• 16,199 Posts to date distributed
• 21,233 Clicks
• Top Message & Post: 3PL vs 4PL: What are
these PLs, An...
THANK YOU!

@Cerasis
http://cerasis.com/blog
Content Creation May be King, But Content Distribution Rules the Land
Content Creation May be King, But Content Distribution Rules the Land
Content Creation May be King, But Content Distribution Rules the Land
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Content Creation May be King, But Content Distribution Rules the Land

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If you are producing content as part of your content marketing strategy, you must also understand how to effectively distribute your content. If your target audience is not seeing your content, you will not generate effective and sustainable inbound marketing leads.

Published in: Marketing, Business, Technology

Content Creation May be King, But Content Distribution Rules the Land

  1. 1. CONTENT MAY BE KING, BUT DISTRIBUTION RULES THE LAND BROUGHT TO YOU BY ADAM ROBINSON, DIRECTOR OF MARKETING @Cerasis http://cerasis.com/blog
  2. 2. AGENDA MARKETING: THE CERASIS • CONTENT • • • APPROACH EMPOWERING YOUR CONTENT MARKETING STRATEGY USING OKTOPOST TO DRIVE LARGE SCALE DISTRIBUTION WHAT ARE THE RESULTS OF A SUCCESSFUL CONTENT MARKETING STRATEGY? @Cerasis http://cerasis.com/blog
  3. 3. CONTENT MARKETING: THE CERASIS APPROACH http://cerasis.com/blog | @Cerasis
  4. 4. OBJECTIVES AND GOALS Marketing Objectives • Create a consistent marketing program of brand awareness campaigns and multichannel marketing platforms in order to gain leads and sales from a more sophisticated and larger shipper. • Achieve market perception as a thought leader in the logistics industry through consistent content marketing. http://cerasis.com/blog | @Cerasis
  5. 5. HUB AND SPOKE STRATEGY • As part of our strategic plan, the Cerasis website and blog is the hub of the entire process. Every marketing element’s purpose is to (a) build brand awareness, (b) build community, and (c) drive traffic from those elements to the blog and website. This is important for several reasons: • We are in total control of our website content, messaging, and engagement. • Our blog and website is the best place for inbound lead generation. • Blog content lasts longer than posts within the realm of social media and other traditional channels such as advertising in a magazine. • A blog is the best place for sharing your story and showing expertise. http://cerasis.com/blog | @Cerasis
  6. 6. CONTENT MARKETING FUNNEL • Content Marketing & SEO • Awareness: ISM Manufacturing Index Now in Sixth Consecutive Month of Growth • Evaluation: Non Asset Based 3PL vs Asset Based 3PL: Advantages and Disadvantages • Decision: 6 Benefits of a TMS for Better LTL Freight Management • Fanatic: Plastiflex Group Increases Customer Service, Implementing Freight Logistics http://cerasis.com/blog | @Cerasis
  7. 7. EMPOWERING YOUR CONTENT MARKETING STRATEGY @Cerasis http://cerasis.com/blog
  8. 8. ESTABLISHMENT AND RESEARCH • • • • • Primary, Secondary, Tertiary Audiences Broad Categories Job Titles Search Engine Key Phrases Use this Info for: • Research • Identify other Sources of Content http://cerasis.com/blog | @Cerasis
  9. 9. CONTENT PLANNING • Categorize Target Audience By • Industry: Manufacturing, Distribution, Supply Chain, Logistics, Transportation • Job Function: C-suite, Managers, Employees • Create Content to speak to categories • Generating Content Ideas • Internal Interviews and Brainstorms • Use an RSS aggregator • Be active in Social and Notice Most http://cerasis.com/blog | Shared @Cerasis
  10. 10. UNDERSTANDING DIGITAL ASSETS, SOCIAL MEDIA PLATFORMS, AND ONLINE COMMUNITIES ACTIVATION • Digital Assets: Website, Company Blog, Landing Pages, Videos, Podcasts • Social Media Platforms: LinkedIn (Company • Page, Profile), Twitter, Facebook Page, Google+, Pinterest, YouTube, Instagram Online Communities: LinkedIn Groups, Google+ Communities, Quora, Reddit http://cerasis.com/blog | @Cerasis
  11. 11. HOW TO JOIN THE RIGHT COMMUNITIES Key Word • Job Title • Search Key Phrase • Category By Industry • Where to search? http://cerasis.com/blog | @Cerasis
  12. 12. USING OKTOPOST TO DRIVE LARGE SCALE CONTENT DISTRIBUTION ADD YOUR SOCIAL NETWORKS CREATE A CAMPAIGN @Cerasis http://cerasis.com/blog
  13. 13. OKTOPOST FEATURES BEST PRACTICES • Select Social Network, Post Appropriately • LinkedIn Groups Focus • Subject Line • Message Section • Thumbnail • Time and Dates • Relevance • Over posting http://cerasis.com/blog | @Cerasis
  14. 14. OTHER OKTOPOST FEATURES FOR INCREASED RESULTS • Analytics • Message Performance • Group Performance • Top Posts • Autoposter • Message Assets • Calendar • Social Inbox http://cerasis.com/blog | @Cerasis
  15. 15. WHAT ARE THE RESULTS OF A SUCCESSFUL CONTENT MARKETING STRATEGY? @Cerasis http://cerasis.com/blog
  16. 16. OF CONTENT MARKETING AND OKTOPOST • Company started formal marketing for the first time in October 2012, it’s 16th year • Little brand awareness, not thought of as a thought leader, but company still grew well by referral • Oktopost Started in Spring 2013 • First few months were open ended questions to establish influence and trust • Content Marketing Started in May 2013 • Links now included in distribution strategy http://cerasis.com/blog | @Cerasis
  17. 17. OKTOPOST STATS • 16,199 Posts to date distributed • 21,233 Clicks • Top Message & Post: 3PL vs 4PL: What are these PLs, Anyway? Layers of Logistics Explained http://bit.ly/14AHLqz • Top Group: The Logistics of Logistics; 343 Posts, 989 Clicks http://cerasis.com/blog | @Cerasis
  18. 18. THANK YOU! @Cerasis http://cerasis.com/blog

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