Content Marketing    in 5 Easy Steps             Susan GuneliusPresident & CEO, KeySplash Creative, Inc.       www.keyspla...
5 Steps You’ll Learn TodayDeveloping Your Brand PresenceReaching out & Building Your AudienceRepurposing ContentStreamlini...
FIRST: Semantics House Cleaning              Content Marketing                     vs.                 Social Media       ...
The Compounding Effect                                     es t.                            i   nt er                     ...
Time to Dive InDeveloping Your Brand Presence
Establish Your Core Branded     Online Destination         Sample Business Social Media Presence                          ...
Brand Yourself• Promise: unique value proposition• Position: differentiators• Message: customer perceptions  and expectati...
Develop Your Brand Persona            • Examples:                 Website design                 Blog design            ...
Creating Content• Why you create               • How you say it:  content:                        Be personable, honest, ...
Content Marketing Can Involve All      Areas of a Business    Human Resources                      Executive    Networking...
Example: NakedPizza• Twitter discounts lead to  direct sales.• 68% of single-day sales  have come from Twitter.• Twitter i...
Avoid Excessive Selling        Ski.com1 Facebook Page Photo Upload       with Comments                Image via: Facebook....
Expanding Your BaseReaching out and Building YourAudience
Find Your Best Audience      •   Listen      •   Join      •   Engage      •   ShareDevelop relationships that lead to loy...
Example: Cakes for Occasions•   Pictures•   Real-time promotions•   Picked up by Boston Media•   Testimonials•   Business ...
Find the Influencers• Find the people online who already have the  eyes and ears of your target audience.• They’re trusted...
Example: Roger Smith Hotel•   Connected and engaged with influencers•   Special Twitter discounts•   Twitter kiosk in hote...
Stalking Your Competitors• Where are they publishing  content?• What content do they publish?• Who follows them on Twitter...
Get More Bang for the BuckRepurposing Content
What is Content Repurposing?
Do’s and Don’ts     • Do add value to       repurposed content.     • Do match the content to       the medium.• Don’t dup...
Examples• Images turn into:    Flickr uploads, Facebook posts, Twitter updates,     Pinterest pins, blog posts, and more!...
Save Time and Boost Efficiency  Streamlining Your Efforts
Integrate, Cross-Promote, and            Automate• Use tools to streamline activities like  publishing, promotion, analysi...
Popular Automation and        Cross-Promotion Tools• Twitterfeed.com, Dlvr.it• Tweetdeck.com, Hootsuite.com,  Seesmic.com,...
Popular Tools for     Collaboration and Delegation• Collaboration and delegation:   CoTweet, GroupTweet, HootSuite,    Ra...
Crowdsourcing for Content• Ask people to share:     Guest blog posts     Contest entries     Photos and videos on Faceb...
What’s Working?Analyzing Your Performance
The New Forms of ROI and        Success Measurement• ROI = Return on Investment (money)• ROI = Return on Impression:   Ey...
Performance Analysis• Focus on trends• Hard and soft metrics• Engagement, sentiment, and conversions   Examples of What to...
Analytics Tools• One tool isn’t enough• Human analysis is essential   Fee-based Tools       Free Tools   • Radian6        ...
Contact Susan GuneliusWebsite:www.KeySplashCreative.com                 Books byTwitter:                                  ...
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Content Marketing in 5 Easy Steps by Susan Gunelius for Brainshark

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The Content Marketing in 5 Easy Steps presentation was delivered as a webinar by Susan Gunelius for Brainshark.com on April 11, 2012 and features information from two of her popular books, "Content Marketing for Dummies" and "30-Minute Social Media Marketing.".

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Content Marketing in 5 Easy Steps by Susan Gunelius for Brainshark

  1. 1. Content Marketing in 5 Easy Steps Susan GuneliusPresident & CEO, KeySplash Creative, Inc. www.keysplashcreative.com Featuring concepts from some of Susan’s popular books, including:
  2. 2. 5 Steps You’ll Learn TodayDeveloping Your Brand PresenceReaching out & Building Your AudienceRepurposing ContentStreamlining Your EffortsAnalyzing Your Performance
  3. 3. FIRST: Semantics House Cleaning Content Marketing vs. Social Media Marketing
  4. 4. The Compounding Effect es t. i nt er fo r ju st n ot It’sContent can help any business.
  5. 5. Time to Dive InDeveloping Your Brand Presence
  6. 6. Establish Your Core Branded Online Destination Sample Business Social Media Presence Google+ YouTube SlideShare Page Your Profile Group Other Other Facebook Blog LinkedIn GroupsGroups Answers Ads Your Group Twitter Pinterest Twellow Flickr WeFollow
  7. 7. Brand Yourself• Promise: unique value proposition• Position: differentiators• Message: customer perceptions and expectations• Persona: Emotional connections and relationships
  8. 8. Develop Your Brand Persona • Examples:  Website design  Blog design  Avatar (www.gravatar.com)  Facebook page design  LinkedIn profile  LinkedIn company page  Google+ brand page  Twitter background  YouTube channel  Forum signatures
  9. 9. Creating Content• Why you create • How you say it: content:  Be personable, honest,  If you’re just trying to and transparent. sell more stuff, you’ll  Tell stories. fail.  Give something extra or• What you say: exclusive.  Publish content your  Leave jargon and audience needs and corporate rhetoric out. wants. • Where you say it:  Quality trumps quantity.  Leverage the broad reach of the social web.
  10. 10. Content Marketing Can Involve All Areas of a Business Human Resources Executive Networking Thought Leadership • Facebook • Blogs • LinkedIn Marketing • LinkedIn Answers • Google+ • Twitter Create Content • Niche networking sites • Blogs • Quora • Blogs • Twitter • Twitter • YouTube • YouTube • Digg • StumbleUpon • Facebook Public Relations • Google+ • You name it! Commenting • Blogs • Twitter • YouTube Customer Service • Digg Direct Dialogue • StumbleUpon • Blogs • Forums • Twitter • Other social bookmarking sites • YouTube • Review sites like Yelp and Epinions • Google+ • Facebook
  11. 11. Example: NakedPizza• Twitter discounts lead to direct sales.• 68% of single-day sales have come from Twitter.• Twitter integrated into point-of-sale system.• Twitter kiosks set up in “Direct mail is sent to a single address but there are multiple stores. people in those houses. We want to maximize and extend our marketing• Previous direct mail reach, and Twitter helps us do this newsletter content is now in leaps and bounds.” fed into Twitter. -- Jeff Roach, NakedPizza co-founder
  12. 12. Avoid Excessive Selling Ski.com1 Facebook Page Photo Upload with Comments Image via: Facebook.com/skivacations
  13. 13. Expanding Your BaseReaching out and Building YourAudience
  14. 14. Find Your Best Audience • Listen • Join • Engage • ShareDevelop relationships that lead to loyalty andtrust and build your band of brand advocates!
  15. 15. Example: Cakes for Occasions• Pictures• Real-time promotions• Picked up by Boston Media• Testimonials• Business grew 25% and “We learned our audience saved $10,000 in was on Facebook, so marketing expenses in that’s where we went.” 1 year thanks to content - Kelly Delaney, Owner Cakes for Occasions and social media.
  16. 16. Find the Influencers• Find the people online who already have the eyes and ears of your target audience.• They’re trusted.• They’re shared.• They’re powerful sources of word-of-mouth.
  17. 17. Example: Roger Smith Hotel• Connected and engaged with influencers• Special Twitter discounts• Twitter kiosk in hotel• Special hotel welcome to guests who come from social web
  18. 18. Stalking Your Competitors• Where are they publishing content?• What content do they publish?• Who follows them on Twitter, Facebook, etc.?• Who do they follow?• What content do they publish that generates the most comments, shares, likes, etc.?
  19. 19. Get More Bang for the BuckRepurposing Content
  20. 20. What is Content Repurposing?
  21. 21. Do’s and Don’ts • Do add value to repurposed content. • Do match the content to the medium.• Don’t duplicate content.• Don’t repurpose and disappear.
  22. 22. Examples• Images turn into:  Flickr uploads, Facebook posts, Twitter updates, Pinterest pins, blog posts, and more!• Blog posts turn into:  Ebooks, infographics, Google+ updates, Facebook posts, and more!• Brainshark presentations turn into:  Pinterest pins, YouTube videos, and more!• Offline & traditional marketing can turn into:  Press releases, email marketing, brochures, ads, etc. A ND VIC E VE RS A
  23. 23. Save Time and Boost Efficiency Streamlining Your Efforts
  24. 24. Integrate, Cross-Promote, and Automate• Use tools to streamline activities like publishing, promotion, analysis, and more.• Automating cross promotion can save you time and ensure your content is published in the varied ways different people like to consume it.• Automating online reputation management efforts helps save time and ensure you can respond to mentions in a timely manner.
  25. 25. Popular Automation and Cross-Promotion Tools• Twitterfeed.com, Dlvr.it• Tweetdeck.com, Hootsuite.com, Seesmic.com, Socialoomph.com• Google Alerts, SocialMention.com• Tweetmeme.com, Facebook social tools, AddThis.com• Facebook and LinkedIn apps and tools to share presentations, videos, blog posts, and images
  26. 26. Popular Tools for Collaboration and Delegation• Collaboration and delegation:  CoTweet, GroupTweet, HootSuite, Radian6/Salesforce Social Hub• Communication and project management:  Basecamp, Backpack, Yammer, and Teambox• Document sharing and collaboration:  Dropbox, Box.net
  27. 27. Crowdsourcing for Content• Ask people to share:  Guest blog posts  Contest entries  Photos and videos on Facebook  Pins on Pinterest  Get creative! Successful Examples
  28. 28. What’s Working?Analyzing Your Performance
  29. 29. The New Forms of ROI and Success Measurement• ROI = Return on Investment (money)• ROI = Return on Impression:  Eyeballs (visibility)  Perceptions (sentiment)• ROO = Return on Opportunity (indirect marketing)• ROO = Return on Objectives (closer to goals)• ROE = Return on Engagement (relationships)
  30. 30. Performance Analysis• Focus on trends• Hard and soft metrics• Engagement, sentiment, and conversions Examples of What to Track: Measure Against: • Unique site visitors • Sales • Page views • Click-throughs • Referrers • Online mentions • Incoming links • Online sentiment • How visitors travel through site • Returning visitors • Comments • Followers and connections • Retweets and @mentions • Social shares and likes
  31. 31. Analytics Tools• One tool isn’t enough• Human analysis is essential Fee-based Tools Free Tools • Radian6 • Google Analytics • Sysomos • Google Webmaster Tools • SproutSocial • Hootsuite.com (also a paid version) • Brandwatch • Tweetdeck.com • SocialReport • Bitly • Viralheat • Facebook Insights • Trackur • LinkedIn company page statistics • Alterian SM2 • Klout • AwarenessNetworks • PeerIndex • Unilyzer • Twitalyzer (also a paid version) • Lithium • SocialMention.com
  32. 32. Contact Susan GuneliusWebsite:www.KeySplashCreative.com Books byTwitter: Susan Guneliuswww.Twitter.com/susanguneliusFacebook:www.Facebook.com/susanguneliuswww.Facebook.com/keysplashcreative ALinkedIn:www.Linkedin.com/in/susanguneliusAmazon: Released April 3, 2012: The Complete Idiot’s Guide to LinkedInwww.amazon.com/author/susangunelius Coming in July 2012:Email: Blogging All-in-One for Dummiessusan@keysplashcreative.com (2nd Edition)

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