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Content Marketing Copper Session - Intrinzic
- 1. CONTENT MARKETING | 10.29.15 COPPER SESSION
- 2. AGENDA • Content Marketing defined • Debunking the Content Marketing buzz • Develop your content plan
- 3. A BRIEF HISTORY CONTENT MARKETING
- 4. WHAT IS CONTENT MARKETING? “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” - Content Marketing Institute
- 5. …BUT IT’S NOTHING NEW Despite the buzz, Content Marketing has been done for more than a century.
- 6. JOHN DEERE: THE FURROW, 1895 Educates farmers on technology to help them become more efficient and successful. Still published.
- 7. MICHELIN TIRES: MICHELIN GUIDE, 1900 Helps drivers maintain their cars and find decent lodging. In its first edition, 35,000 copies were distributed for free.
- 8. JELL-O: RECIPE BOOK, 1904 Distributed for free, helped build $1 million in sales for brand.
- 9. P&G: THE SOAP OPERA, 1930 These started on radio and migrated to television.
- 10. SEARS: WORLD’S LARGEST STORE RADIO PROGRAM, 1922 Helped keep farmers informed during an economic downturn with content produced by Sears Roebuck and Co.
- 11. BURNS & MCDONNELL ENGINEERING: BENCHMARK, 1913 Kansas City engineering firm - award-winning printed magazine.
- 12. SO, WHY ALL THE BUZZ? Owned media opportunities provided by digital platforms. Social media allows more niche conversations. Diminishing number of legacy outlets.
- 15. The world has changed. People consume and process information in new ways - that are constantly changing. Based on belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. WHY SHOULD YOU CARE?
- 16. WHY SHOULD YOU CARE? B2B companies that blog generate 67 percent more leads per month than B2B companies that do not. — HubSpot
- 17. WHY SHOULD YOU CARE? Leads generated from LinkedIn were twice as effective as leads that came from email marketing. — g2M solutions via emarketer.com
- 18. BEYOND THE BUZZ TRANSLATING BUZZWORDS
- 19. Go beyond the buzz: Listen first. Have a (helpful) take. Don’t be afraid to stir the pot. THOUGHT LEADERSHIP
- 20. Go beyond the buzz: Develop a newsroom mentality. Be timely - can’t go through “legal…” Not for every news story - be critical. Not for every brand - takes a commitment. It CAN work for b2b. NEWSJACKING
- 21. Go beyond the buzz: CONTENT CURATION Align with brand. Put it in context. Offer a call to action.
- 22. CREATING A CONTENT STRATEGY • Document your strategy. • Identify sources of and for content (creation and curation). • Plan the work. Work the plan. • Measure and adjust as needed.
- 23. Marketers who have a documented strategy are more effective and less challenged with every aspect of content marketing when compared with their peers who only have a verbal strategy or no strategy at all.
- 25. COLLECT Foundational research: Audience, industry, brand position. pillars What customers want Company’s area of expertiseContent pillars Information void
- 26. CURATE Identify key themes. Build content pillars, key messaging and more to guide content creation. Understand brand voice. pillars
- 27. CRAFT Identify key themes. Brand voice, tone and personality should always be clear and consistent regardless of topic and channel. Best practices for headlines, length, format and channel should always be considered, and are easily researched online.
- 28. PUBLISH Identify channels and timing. Post!
- 29. OPTIMIZE Boost content and reuse in other channels. When appropriate, tie into other marketing efforts (PR/paid).
- 30. EVALUATE Real-time evaluation of posts. Content Marketing is not “set and forget.”
- 31. TAKEAWAYS • Content Marketing’s history provides lessons for today. • Thought Leadership, Newsjacking and Content Curation are aspects of your Content Marketing program. • Planning is essential - put together your plan. Collect, Curate, Craft, Publish, Optimize and Evaluate.
- 32. THANK YOU
Editor's Notes
- Is it too early for jello shots?
- This is why. People don’t watch commercials anymore! Our online, speedy consumption of information makes people impatient! We fast forward through commercials, unsubscribe from emails, bounce off of slow loading websites, toss junk mail, hell, we even tune out if someone takes to long to make a point… This is why content marketing has an impact. It’s building a relationship with customers who share your mindset, and rewarding them with gifts — valuable content — that builds trust
- This graphic does a nice job of showing the overlap that happens when we look at earned/owned/paid/shared media and where the tactical pieces fit in.
- Newsjacking: Newsjacking - book by David Meerman Scott - primarily talks about finding digital angles to news stories Snowiest winter, global warming world conflicts etc 5 As you know, even in the long tail era of web, each story has a shelf life…
- Content Curation is the act of discovering, gathering, and presenting digital content that surrounds specific subject matter. Though it is still considered a "buzz word" by many in the content world, content curation is now becoming a marketing staple for many companies with a successful online presence. Unlike content marketing, content curation does not include generating content, but instead, amassing content from a variety of sources, and delivering it in an organized fashion. For instance, a content curator is not necessarily responsible for creating new content, but instead, for finding relevant content pertaining to a specific category and funneling this information to readers in a mash-up style. Example: GE Smarter Planet; Adobe CMO
- 83% of marketers have a #contentmarketing strategy, but only 35% have documented it.