Creative Content MarketingLee Odden, CEOTopRankMarketing.com, Author: OptimizeHosted by Dave Chaffey, SmartInsights.comGet...
About SmartInsights.comAdvice on planning and managing digital marketinghttp://www.smartinsights.com/managing-digital-mark...
About Lee Odden@leeodden               CEO @ TopRankMarketing               Editor MarketingBlog.com               Auth...
Agenda   The Content Imperative   Great Content Isn’t Great Unless…   Winning Content Examples   Content Optimization ...
Content Marketing #1            #1          Image: Shutterstock
Increasing content                          investment             70%                            Econsultancy/Responsys M...
SEO Has Changed. Forever.
Mass Rush to Content Marketing  Image: Shutterstock
What is the Result?                                 Velocity Partners      Girl Image: Shutterstock
Failure to Plan is a Plan to FailWe don’t have the   staff to write                                        Where will wear...
Content Marketing Maturity Model1. Stand:      2. Stretch:   3. Walk:           4. Jog:       5. Run:Curiosity      Experi...
Vote Where does your company fall in the content  marketing maturity model?    Stand    Stretch    Walk    Jog    Run
Creative Alone, Doesn’t Win    http://www.hostway.com/resources/infographics-videos/stalking-dead.html
What’s Missing?Where is the Promotion?Advertising = £££“Go Viral” = UnreliablePromotion is Key:PublicizeSocializeOptimizeF...
Great Content isn’t really greatuntil it gets found,   consumed,   and shared.
Vote Which content marketing activity  do you invest most in?    A. Featured articles    B. Videos    C. Whitepapers ...
“What are someexamples ofwinningcreative contentthat areoptimized andsocialized?”
Co-Created Content - Listshttp://tprk.us/ukomblogs13
Winning Content - Experiences
Winning Content - Campaigns          Image: Econsultancy
Winning Content Social
Winning Content    tablespoon.co    m
Reward Content Interactions
What’s the Payoff?
Vote What types of content do you produce most  often?    Entertain    Inspire    Educate    Convince
Customer Information Behaviors             Consume                       Act  Discover
Optimized Content Marketing
Optimize Across the Lifecycle            Persona:                 Values:               Content:            “Admin Jane”  ...
Editorial Plan: Content, SEO, Social     Free Download XLS at: http://tprk.us/keyedcal
Vote How do you manage the bulk of your content  creation?  A. Most activity outsourced – to agency  B. Most activity i...
Example: Discover – Consume - ActSocial Networks          PDF                            ContributeDirect social messages ...
One Clever QuestionYoure a secret agent on a missionand youre having a rendezvous withyour agency contact after pulling ad...
Planned RepurposingB2B          Enterprise   Enterprise   Enterprise   Top 10Enterprise   SMB          SMB          B2B   ...
What Happened?1. Created Demand2. Dominated SERPs3. Event Awareness4. Registrations, Sessions43k ebook views - 6 days1k+ P...
Winning Formula:• Brand Leadership• Customer Empathy• Storytelling & Creativity= Results!
Summary – questions please!                            OptimizeBook.comGreat content isn’t greatuntil it’s discovered,    ...
Creative content marketing ideas with Lee Odden
Creative content marketing ideas with Lee Odden
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Creative content marketing ideas with Lee Odden

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This webcast from Lee Odden shares a practical approach for creative and efficient content creation that leverages a mix of evergreen, repurposed, curated and co-created content that attracts, engages and converts new business.

Lee Odden of TopRank Online Marketing is author of Optimize: Win more customers with Social Media, SEO and Content Marketing.

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  • http://www.emarketer.com/Article/Content-Vaults-No-1-Marketing-Priority-2013/1009648
  • http://econsultancy.com/uk/blog/61964-71-of-businesses-plan-to-increase-digital-marketing-budgets-this-year-report
  • AlgorithmsPandasPenginshttp://media.photobucket.com/image/panda+banksy+/MrPacMan36/Banksy%20Panda/BanksysPanda.pnghttp://coloringpages101.com/printable_page/7596/Penguin/Angrypenguinrev1.aspx
  • http://www.altimetergroup.com/research/reports/content-the-new-marketing-equationhttp://www.buddymedia.com/newsroom/wp-content/uploads/2012/02/audit.jpg
  • http://www.shutterstock.com/pic.mhtml?id=80328874
  • http://www.shutterstock.com/pic.mhtml?id=84925414
  • http://www.shutterstock.com/pic.mhtml?id=85475071
  • Creative content marketing ideas with Lee Odden

    1. 1. Creative Content MarketingLee Odden, CEOTopRankMarketing.com, Author: OptimizeHosted by Dave Chaffey, SmartInsights.comGet Better Results with Content Marketing using this practical framework forcontent creation, promotion and engagement. Digital Marketing Priorities 2013 Brought to you by:
    2. 2. About SmartInsights.comAdvice on planning and managing digital marketinghttp://www.smartinsights.com/managing-digital-marketing/
    3. 3. About Lee Odden@leeodden  CEO @ TopRankMarketing  Editor MarketingBlog.com  Author OptimizeBook.com  Consultant, Speaker  Digital Marketing Since1997
    4. 4. Agenda The Content Imperative Great Content Isn’t Great Unless… Winning Content Examples Content Optimization Model Case Study Winning Formula for Sustainable, Creative Content
    5. 5. Content Marketing #1 #1 Image: Shutterstock
    6. 6. Increasing content investment 70% Econsultancy/Responsys Marketing Budgets 2013 ReportImage: Shutterstock
    7. 7. SEO Has Changed. Forever.
    8. 8. Mass Rush to Content Marketing Image: Shutterstock
    9. 9. What is the Result? Velocity Partners Girl Image: Shutterstock
    10. 10. Failure to Plan is a Plan to FailWe don’t have the staff to write Where will wearticles every day. find people to create all this content? There are only so manyWhat if we run out things we can write of things to say? about “widgets”. Image credit: Shutterstock
    11. 11. Content Marketing Maturity Model1. Stand: 2. Stretch: 3. Walk: 4. Jog: 5. Run:Curiosity Experiment Strategy Culture of MonetizableNo Resources Evaluate Processes Content Content Resources in/out “Publisher” Integration
    12. 12. Vote Where does your company fall in the content marketing maturity model?  Stand  Stretch  Walk  Jog  Run
    13. 13. Creative Alone, Doesn’t Win http://www.hostway.com/resources/infographics-videos/stalking-dead.html
    14. 14. What’s Missing?Where is the Promotion?Advertising = £££“Go Viral” = UnreliablePromotion is Key:PublicizeSocializeOptimizeFindable & Shareable: “the stalking dead”“infographic novel”
    15. 15. Great Content isn’t really greatuntil it gets found, consumed, and shared.
    16. 16. Vote Which content marketing activity do you invest most in?  A. Featured articles  B. Videos  C. Whitepapers  D. Images, Graphics, Infographics  E. Buyers guides.
    17. 17. “What are someexamples ofwinningcreative contentthat areoptimized andsocialized?”
    18. 18. Co-Created Content - Listshttp://tprk.us/ukomblogs13
    19. 19. Winning Content - Experiences
    20. 20. Winning Content - Campaigns Image: Econsultancy
    21. 21. Winning Content Social
    22. 22. Winning Content tablespoon.co m
    23. 23. Reward Content Interactions
    24. 24. What’s the Payoff?
    25. 25. Vote What types of content do you produce most often?  Entertain  Inspire  Educate  Convince
    26. 26. Customer Information Behaviors Consume Act Discover
    27. 27. Optimized Content Marketing
    28. 28. Optimize Across the Lifecycle Persona: Values: Content: “Admin Jane” = Fast = Topics Influences CEO = Save $ = Keywords = Service = Media & Channelawareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Save $ Press Reviews Discount Community Referral Article Reviews Display Network Referral Service Media Blog Offers Thank You Rewards
    29. 29. Editorial Plan: Content, SEO, Social Free Download XLS at: http://tprk.us/keyedcal
    30. 30. Vote How do you manage the bulk of your content creation?  A. Most activity outsourced – to agency  B. Most activity in-house – creation, curation and outreach  C. Hybrid – combination of in-house and outsourced
    31. 31. Example: Discover – Consume - ActSocial Networks PDF ContributeDirect social messages Slideshare DownloadEmail Long form interviews SubscribeBlog Single images ShareSearch Attend Conference All Content & Promotions Consider:  “Findability”  “Engagement”  “Shareability”
    32. 32. One Clever QuestionYoure a secret agent on a missionand youre having a rendezvous withyour agency contact after pulling adangerous undercover operation.You now have a coveted secret. Acontent marketing secret.What secret for achieving successwith content marketing will youshare? The content marketing worlddepends on it!
    33. 33. Planned RepurposingB2B Enterprise Enterprise Enterprise Top 10Enterprise SMB SMB B2B B2BSMB B2B Tools SMBTools Tools Win budget Tools MarketingWin budget Win budget B2B Win budget TacticsB2B Tools B2B B2B Top 20Enterprise B2B Enterprise Enterprise Tools ContentSMB Enterprise SMBTools SMB Win budget SMB MarketingWin budget Win budget Tools Win budget Tools
    34. 34. What Happened?1. Created Demand2. Dominated SERPs3. Event Awareness4. Registrations, Sessions43k ebook views - 6 days1k+ PDF downloads5k views interviews500+ social shares100+ inbound links
    35. 35. Winning Formula:• Brand Leadership• Customer Empathy• Storytelling & Creativity= Results!
    36. 36. Summary – questions please! OptimizeBook.comGreat content isn’t greatuntil it’s discovered, TopRankMarketing.comconsumed and shared. MarketingBlog.com @LeeOddenFacts tell, stories sell.Winning creative is about  Recommended Smartresults, not awards. Insights resources:Brand leadership +  7 Steps Guide to Contentcustomer empathy & Marketing Strategycreativity = content  Editorial calendar templatesmarketing results.

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