1. GETTING THE CONTENT YOU
NEED
Developing and Curating
Content for Marketing
MICHAEL PROCOPIO
@MichaelProcopio
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.

2. What’s the Goal?
The constant delivery of content
that is interesting to the target
and indirectly drives sales.
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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3. Why Content?
77% of Internet users do not engage with
online advertising. A shift from “push” to
“pull” marketing is imperative to brand
survival.
Source: Kramer, Staci D. "Pew: Online News Users Don’t Want To Pay—Or Look At Ads" The Economics of
Digital Content. Mar. 2010. <http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-atads/>.
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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4. And search has changed
Google’s Penguin
release means
quality content is
the paramount
route for SEO and
discoverability.
Source: multiple SEO experts, including @CSPenn
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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5. Content is….
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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6. Content is…INFORMATIVE
25 Jan 2013
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7. Content is…INSTRUCTIONAL
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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8. Content is…ENTERTAINING
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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9. High-quality infographics are 30x more
likely to be read than text articles
Source: http://ansonalex.com/infographics/infographic-effectiveness-statistics-infographic/
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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10. Content Makes Money
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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11. THE PROCESS
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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12. 1. Develop Personas
Before
25 Jan 2013
After
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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13. 2. Mine Existing Content
Signage
Print brochures
Packaging
Direct Mail
Manuals
Web Site
Call center script
Advertisements
Events
25 Jan 2013
In-person
conversations
Annual report
Press release
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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14. 3. Audit Content
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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15. 4. Generate a Topic and Keyword List
Add to or
subtract from
the topic list
from the audit
25 Jan 2013
Use your top
organic
keywords
vs.
Just keyword
research
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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16. 5. Create a Content Conversion Plan
- MOVING READERS TO THE NEXT STEP
New contact
to newsletter
Newsletter
Newsletter
Sign-up page
Sign-up page
new service
new service
Existing user to
cool new service
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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17. 6. Content for the Buyer’s Journey
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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18. Shor
Shor
‘Soc
t
‘Soc
t
‘Spik
‘Spik ial
for
Visu
ial Visu
for
e’
e’
al
pos
m
al
pos
m
camp
camp ter’ con
cont
ter’ con
cont
aign
aign con ten
ent
con ten
ent
cont
cont ten
t
for
t
ten
for
ent
ent
t
soci Periodic
soci
General
Visualt
content General
al fan
al
content
drives scale imagery
calendar
acquisition and WOM
and
based
at scale
through
product
on tone of
network at 2x info
voice
rate of nonvisual
Lon
Lon
g
Vide
g
Vide
for
o
for
o
con
m
con m
ten con
ten con
ten
t
ten
t
t
t
Content
Video
content optimized
for
e.g.
product enthusiasts
and search
demos
primed to
feed
search
SEARCH
SOCIAL
Develop a Spectrum of Content
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19. 7. Editorial Calendar
• How much content,
• How often
• Specifically when it will
publish.
• Who’s the audience
• Content requirements
• Responsibilities
• Schedule
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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20. 8. Make it Worth Sharing
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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21. Make the Content Sharable
In Email
Inside PDF
On Blog
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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22. 9. Spread/Share Your Content
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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23. WHERE DO I GET
ALL THIS
CONTENT
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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24. Content Types
Aggregated
Original
Curated
Automated
25 Jan 2013
Manual
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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25. Original Content
Your experts
Interviews
User Generated
Polls, Surveys & Research
25 Jan 2013
Commission
Content
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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26. It can be easy and impactful, change this…
VW celebrates the final
VW celebrates the final
journey of the Shuttle
journey of the Shuttle
Endeavour. What an
Endeavour. What an
adventure it has been.
adventure it has been.
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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27. …To this
SPOTTED: Shuttlebug
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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28. What is Curation?
“Finding, grouping, organizing and
sharing the best of relevant content.”
- Donna Pappacosta
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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29. Why is Curated Content Valuable
to Your Audience?
“It’s not information overload. It’s
filter failure.” Clay Shirky
You are the
expert filter!
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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30. Aggregation vs. Curation
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Source 2
Source 1
Source 2
Source 1
Combine
+ Filter by
Keyword
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31. EXAMPLES OF CURATED CONTENT
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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32. 25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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33. Set up
independent
of company
Original
content
The rest is
curated by the
editor.
Newsletter
signup
According to the Pawan Deshpande, CEO of Curata, this
According to the Pawan Deshpande, CEO of Curata, this
site has made verneglobal the go-to experts when the
site has made verneglobal the go-to experts when the
media has aaquestion about green datacenters.
media has question about green datacenters.
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
Sponsored by
verneglobal
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34. 25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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35. Partial List of Aggregation &
Curation Tools
•
•
•
•
•
•
•
Delicious
Pearltrees
Diigo
Storify
Scoop.it
Paper.li
Triberr
25 Jan 2013
•
•
•
•
•
•
Google+ Sparks
Tumblr
Magnify.net
Curata
Curation Station
Spundge
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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36. Ideas for Curated Content
•
•
•
•
•
•
•
•
•
Case studies
Expert tips and advice
Industry news
Infographics
Interviews
Photos
Presentations
Reviews of events or books
Videos, podcasts
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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37. 10. Reuse and Repurpose
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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38. 11. Measure
• Which content is
working – make more
like it.
• Are all targeted
personas being
engaged?
• Which channels are
working for which type
of content and which
personas?
25 Jan 2013
Source: 2013 B2C Content Marketing Benchmarks, Budgets and
Trends from the Content Marketing Institute and MarketingProfs
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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39. Let's Review
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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40. A Well Oiled Content Marketing Machine
Courtesy of: Marketing Interactions, Inc.
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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41. The Pay Off
93% of buying cycles start with a search SO,
you’ll get “free” brand awareness.
88% of clicks come from Organic search (free)
vs Paid search ($$)
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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42. ROI
$$ Returned on $$ Invested
One blog post, one LinkedIn
msg & one tweet about post
=
2567% ROI
details - http://bit.ly/csmny-roi
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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43. How to Measure Your Success
1. # people spreading your word (retweets/shares,
mentions)
2. # people asking questions
3. # people clicking on link in content to your site
4. # people clicking on content link to sign up for
something (newsletter, webinar, whitepaper)
5. # people going from content to lead
6. # people going from content to lead to sale
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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44. HOW CAN WE
HELP?
MICHAEL PROCOPIO
Tel: +1-805-776-3434
email: mjp@mprocopio.com
Also find me on:
My Social Media Blog | LinkedIn | Twitter
SlideShare | Google+ | Facebook | Quora
25 Jan 2013
Copyright © 2013 Michael Procopio and THiNKaha®. All Rights Reserved.
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