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! b2b content marketing what is content marketing content marketing examples digital content marketing content marketing manager

1. Content Marketing Strategy
An expert discussion about effective content strategy

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. @GetFluid
#FluidWebinarSeries
@MGFoundation

4. The Content Marketing Mindset
Think deeply about how people consume content

5. 5
PEOPLE ARE DIFFERENT

6. 6
CONTENT DRIVES A PATH

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
Today, many distrust these groups.
Who is trusted?
TODAY’S AUTHORITY,
YESTERDAY’S NON- AUTHORITY

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
• 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. DEVELOPING A CONTENT STRATEGY
Planning leads to execution

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
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
content marketing on the shoulders of others
Nearly 18mm views

15. CONTENT MARKETING CHANNELS
What channels are available and when should you use them?

16. 16
CONTENT MARKETING CHANNELS

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
INFOGRAPHICS & VIDEO
Visuals get results

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
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
Socialnomics by Erik Qualman

22. TRACKING YOUR EFFORTS
It’s mostly noise if you don’t know how to monitor and adapt

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. 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. Questions?
How To Get The Most Out of Your
Mobile Marketing Strategy

26. THANK YOU
@GetFluid
#FluidWebinarSeries
@MGFoundation