Advanced Content Strategies Building a Unified Content Strategy


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Advanced Content Strategies Building a Unified Content Strategy

  1. 1. Advanced Content Strategies10 Ways to Create Content that SucceedsAmanda Nelson, Salesforce Marketing Cloud, Manager of
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. 1. Make the Customer the Hero
  4. 4. 70% of case studies are effective/ very effective**Content Marketing Institute 2012 Study
  5. 5. Showcase Customer Stories: Be Human25% increase in vs 500 new facesleads generated entered our storesBenefitted our vs It saved our companyBottom line $30,000
  6. 6. vsvs
  7. 7. Your audience is human. Write like a human andthey will respond. #marketingcloud #df12
  8. 8. 2. Mobilize your Entire Company
  9. 9. In-Sourcing Customer Service HR Sales Finance Marketing Execs IT Training Engineers
  10. 10. In-Sourcing Customer Marketing Service Sales HR Content Hub Execs Finance IT Training Engineers
  11. 11. Content marketing isn’t a strategy. It’s a way oflife. #marketingcloud #df12
  12. 12. 3. Stick to your Business Goals
  13. 13. $ $$ $$$
  14. 14. Start each day by reciting your marketing goal. Itwill guide your content. #marketingcloud #df12
  15. 15. 4. Create a Content Engine
  16. 16. Case Study Infographic Video 5EBook Blog Slideshare Presentation Posts Audio Book Podcast
  17. 17. EBook
  18. 18. ResultsPercentage of growth in downloads, social shares and blogvisits (year over year): • Ebook views: 367% • Blog visits: 120% • Shares: 322%
  19. 19. Reduce, Reuse, Recycle: it’s a content marketingmantra too. #marketingcloud #df12
  20. 20. 5. Take Intelligent Risks
  21. 21. The best content comes from those who arefriends with failure. #marketingcloud #df12
  22. 22. 6. Be a Storyteller
  23. 23. Source:
  24. 24. Source:
  25. 25. Source:
  26. 26. Source:
  27. 27. Find the stories no one else is telling and tellthem. #marketingcloud #df12
  28. 28. 7. Go Beyond Text
  29. 29. This sums up my day perfectly: [insert image link]#marketingcloud #df12
  30. 30. 8. Gather Content from Others
  31. 31. 10% you
  32. 32. Who’s telling the story is just as important as thestory itself. #marketingcloud #df12
  33. 33. 9. Be Transparent
  34. 34. Being a transparent brand encourages trust. Anda slew of great content. #marketingcloud #df12
  35. 35. 10. Have a Timed Approach
  36. 36. Source:
  37. 37. With content marketing, timing is everything.#marketingcloud #df12
  38. 38. Advanced Content Strategies 1. Make your Customer the Hero 2. Mobilize your Entire Company 3. Stick to your Business Goals 4. Create a Content Engine 5. Take Intelligent Risks 6. Be a Storyteller 7. Go Beyond Text 8. Gather Content from Others 9. Be Transparent 10. Have a Timed Approach
  39. 39. Amanda NelsonManager, Content@amandalnelson
  40. 40. Marketing Cloud Product KeynoteTurn Insight into Action with the Salesforce Marketing CloudWhere: Moscone Center South Main Keynote RoomWhen: Thursday September 20th 1:30 to 2:30 PMCustomer Speakers: David Fischer Babs Rangaiah Scott Monty VP, Advertising VP, Global Media Head of Social Media Innovation
  41. 41. Win A 2013 Attend Marketing Cloud Keynote Thursday 1:30 PM for entry 1. Ford Fusion Hybrid! form. 2. Redeem in the Campground by 3:30 PM on Thursday. 3. Get an #awesome Marketing Cloud tee-shirt! 4. Winners announced Thursday at 3:45 PM! Need not be present to win. Image for illustrative purposes only
  42. 42. Learn more at