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Content Marketing: An expert discussion on effective online content strategies

The content marketing world is a fun yet complex environment. It should be a major part of all internet marketing strategies and something your business shines at. We cover everything you need to know from beginner to expert topics. If you have to ask yourself, "What is content marketing?" - you'll get that answer here. If you are an expert, you might simply enjoy hearing firsthand stories from Fluid Advertising's and the More Good Foundation's content creators. Whether your focus is on B2C or B2B content marketing, this presentation will help you think critically about your process and find ways to build more successful, sharable content. We hope you enjoy!

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Content Marketing: An expert discussion on effective online content strategies

  1. 1. Content Marketing Strategy An expert discussion about effective content strategy
  2. 2. Dustin Cederholm Digital Conversion Manager, Fluid Jonathan Johnson CEO, More Good Foundation Co-Founder, Link LMS Phil Case Managing Director/Partner, Fluid Dustin Cederholm has been engaged in conversion optimization professionally for more than seven years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with over $1 billion in revenue. He uses advanced CRO techniques to turn clients’ site traffic into revenue. Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives. @Dustin Cederholm @GetFluid @MGFoundation Jonathan has participated in corporate consulting and has advised organizations both large and small. His focus involves educating and implementing digital, comprehensive strategies that address the challenges that face corporations, non- governmental organizations and religious organizations.
  3. 3. @GetFluid #FluidWebinarSeries @MGFoundation
  4. 4. The Content Marketing Mindset Think deeply about how people consume content
  7. 7. 7 TRENDS ARE JUST THAT Trends of today are forgotten tomorrow Would you describe today’s multi-functional phones and watches the way you would describe a single-function pocket watch or a rotary phone? Do you know what a rotary phone is?
  8. 8. 8 Today, many distrust these groups. Who is trusted? TODAY’S AUTHORITY, YESTERDAY’S NON- AUTHORITY
  9. 9. 9 Do not be professorial. Don’t create content like professors who are trying to gain credibility within their field of “professed” study. Their messages are published in narrowly circulated publications, designed to illustrate their superior way of thinking. This works for them and for… well, no one else. AUDIENCE, AUDIENCE, AUDIENCE Do you really know them, or do you just think you do?
  10. 10. 10 • What are their challenges? • Does your product or solution address these challenges? • Does your messaging tell a story about the product, rather than the solution? • Are you trying to be something you are not to your audience (pretending you are superior)? • Does your audience accept your content? How do you know? (Are you testing?) Know what your audience wants and give it to them. This may require your content to be less about the product or service and more about how your product or service will provide a solution to their challenges. (Blend Tec) AUDIENCE, AUDIENCE, AUDIENCE Do you really know them, or do you just think you do?
  11. 11. DEVELOPING A CONTENT STRATEGY Planning leads to execution
  12. 12. 12 What is your messaging strategy and architecture? • Do you have one? • Is it the right one? • Is everyone in the organization creating content with that messaging in mind? • The messaging architecture should be understood from the CEO to the intern, as well as your audiences.
  13. 13. 13 Reaching your audiences through strong content With today’s seven-second human attention span, it had better be good! • Great, shareable content that is tracked through social sharing can reveal tremendous opportunities for new pre-qualified audiences.
  14. 14. 14 content marketing on the shoulders of others Nearly 18mm views
  15. 15. CONTENT MARKETING CHANNELS What channels are available and when should you use them?
  17. 17. 17 EMAIL Your content distribution channel • Email is, and is not, a content channel. • Email is more of a distribution channel where you share your blogs, white papers, infographics, etc. • It becomes its own channel when you send specific messages via email that are not aggregated from other places. • This distinction is important because you need to appropriately address the personalization that email offers.
  18. 18. 18 INFOGRAPHICS & VIDEO Visuals get results
  19. 19. 19 WHITEPAPERS, CASE STUDIES, BLOG Do you really need them all? • Not every organization will use the same content. What you choose will depend on your sales cycle, product/service barrier to entry, educational needs, etc.
  20. 20. 20 Reaching your audiences audiences through strong content With todays 7 second human attention span it better be good! Consider some of Qualman’s statistics when developing your content strategies and messaging architecture
  21. 21. 21 Socialnomics by Erik Qualman
  22. 22. TRACKING YOUR EFFORTS It’s mostly noise if you don’t know how to monitor and adapt
  23. 23. 23 TRACK VISITS AND GET RESULTS • BLOG = Set up Google Analytics with behavioral paths. Use CTAs to pass visitors to more actionable pages on your site. • VIDEO = YouTube analytics, views, and actions. Software packages allow you to embed CTAs for lead generation. • EMAIL = Using UTM codes can help you identify which distribution channels deliver the best results. They can also help you identify trends by strategically setting channel based attributes. • SOCIAL = Each channel has its own analytics. Combine w/ Google Analytics for a comprehensive view.
  24. 24. IN SUMMARY • Be authentically authoritative • Live where they live • Content must be shareable • Do not get stuck in the trends of today that are passed up by the trends of tomorrow • Know what your audience wants and give it to them • Messaging architecture is a must • Strategy without content is worthless • Create a new content subscription model • Don’t be professorial • Build brand advocacy
  25. 25. Questions? How To Get The Most Out of Your Mobile Marketing Strategy
  26. 26. THANK YOU @GetFluid #FluidWebinarSeries @MGFoundation