Develop Your 2011 Content Marketing Strategy

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Download the recorded version of this webinar: http://bit.ly/fVqjjH

Presenation Summary: It’s no secret that if a company wants to be successful in their online marketing activities, they must engage in some kind of content marketing. And that seems to be even more so in 2011. In this webinar, Brody Dorland and Jayme Thomason discuss why content strategy is vital in 2011, why every business needs one, and how to create a content strategy with your customers and business identity in mind.

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  • Brody
  • Brody
  • Jayme Definition: Creating & Sharing Content as a Means to initiate profitable customer action. New Breed of Buyer (24 hour) Search Engines & Social Networks Control 78% of consumers trust peer recommendations, only 14% trust advertising… In 2011, 63% of affluent GenY’s will use social media to engage with brands. More than 50% say that social media content affects their opinions about products.
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  • Brody
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  • Jayme We have a free pdf on our website thepublishermethod.com that will show you which content delivery vehicles work best for each of the 6 publisher paths.
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  • Develop Your 2011 Content Marketing Strategy

    1. 1. 2011 Content Marketing Strategy Webinar Brody Dorland Allure New Media Jayme Thomason Allure New Media January 7, 2011
    2. 2. Before We Get Started… <ul><li>Hosts: Jayme Thomason & Brody Dorland of Allure New Media </li></ul><ul><li>Follow us on Twitter: @publishermethod </li></ul><ul><li>Submit ?’s via Twitter: #pmwebinar </li></ul><ul><li>Presentation – 45 min. with 15 min. Q&A </li></ul><ul><li>Keep your cell phone handy… </li></ul>
    3. 4. Why Content Marketing? <ul><li>Definition </li></ul><ul><li>New Breed of Buyer </li></ul><ul><li>Search Engines & Social Control </li></ul><ul><li>Consumer Trust </li></ul><ul><li>Other noteworthy stats… </li></ul>
    4. 5. Agenda <ul><li>Set Up Your “Listening” Strategy </li></ul><ul><li>Profile Your Buyers </li></ul><ul><li>Build Your Content Strategy </li></ul><ul><li>Q&A and Final Comments </li></ul>
    5. 6. 1. Create Your “Listening” Strategy <ul><li>Why Listen? </li></ul><ul><li>What Are We Listening For? </li></ul><ul><li>How Do We Listen? </li></ul>
    6. 7. Why Listening Is Important <ul><li>Relevance </li></ul><ul><li>Opportunities </li></ul><ul><li>Competitive Benchmarking & Analysis </li></ul><ul><li>Identify Buyers, Influencers & Fishing Holes </li></ul>
    7. 8. What To Listen For <ul><li>Customer Needs & Pain </li></ul><ul><li>Their Vernacular </li></ul><ul><li>Topics of Conversation </li></ul><ul><li>Trends </li></ul><ul><li>Resources </li></ul><ul><li>Opportunities </li></ul>
    8. 9. How To Listen – Your Tools <ul><li>RSS Readers </li></ul><ul><li>Google Alerts </li></ul><ul><li>Social Media Sites / Groups </li></ul><ul><li>Monitoring Tools: Spiral16, Radian6, Social Radar </li></ul><ul><li>Industry Aggregators </li></ul><ul><li>Niche Industry Sites </li></ul>
    9. 10. Agenda <ul><li>Set Up Your “Listening” Strategy </li></ul><ul><li>Profile Your Buyers </li></ul><ul><li>Build Your Content Strategy </li></ul><ul><li>Q&A and Final Comments </li></ul>
    10. 11. Create You Buyer Personas <ul><li>Buyer Categories/Industries </li></ul><ul><li>General Demographics </li></ul><ul><li>Job Title </li></ul><ul><li>B2B or B2C? </li></ul>
    11. 12. Profiling Example Descriptors Buyer #1 Buyer #2 Buyer #3 Industry Solopreneur/ network marketer Manufacturer, Corporation Business Owners Demographics Male or Female 25+ Male or Female 35+ Male of Female 35+ Job Title Owner, Independent Consultant Marketing Manager Owner, President, CEO B2B or B2C? Both B2B Both
    12. 13. Content Strategy Per Persona <ul><li>For Each Persona: </li></ul><ul><ul><li>Information Needs </li></ul></ul><ul><ul><li>Pain Points </li></ul></ul><ul><ul><li>Preferred Content Types </li></ul></ul><ul><ul><li>Where They Go For Information </li></ul></ul><ul><ul><li>Keywords Used to Search </li></ul></ul><ul><ul><li>Key Influencers </li></ul></ul><ul><ul><li>Social Media Ponds </li></ul></ul>
    13. 14. Agenda <ul><li>Set Up Your “Listening” Strategy </li></ul><ul><li>Profile Your Buyers </li></ul><ul><li>Build Your Content Strategy </li></ul><ul><li>Q&A and Final Comments </li></ul>
    14. 15. 3. Build Your Content Strategy <ul><li>The 6 Publisher Paths </li></ul><ul><ul><li>Combos & Ratios </li></ul></ul><ul><li>Delivery Vehicles </li></ul><ul><li>Your Editorial Calendar (Your Roadmap) </li></ul>
    15. 16. The 6 Publisher Paths <ul><li>The Thought Leader </li></ul><ul><li>The Educator </li></ul><ul><li>The Promoter </li></ul><ul><li>The Community Builder </li></ul><ul><li>The Entertainer </li></ul><ul><li>The Curator </li></ul>
    16. 17. Are You Ready to Find Your Path to Success? <ul><li>Publisher Path Exercise </li></ul><ul><li>Ideal content path, combo / ratio </li></ul><ul><li>Audio Course Webinar Special (today only) </li></ul><ul><li>thepublishermethod.com /discount </li></ul>
    17. 18. Your Content Delivery Vehicles
    18. 19. Create Your Editorial Calendar
    19. 20. Set Up Your Editorial Process <ul><li>Establish frequency </li></ul><ul><li>Production requirements </li></ul><ul><li>Personnel requirements (in-house or outsource?) </li></ul><ul><li>Time commitment </li></ul>
    20. 21. Thank You! <ul><li>Q&A </li></ul><ul><li>Next Steps </li></ul><ul><li>Audio Course Discount for Webinar Attendees! (today only) thepublishermethod.com /discount </li></ul><ul><li>Twitter: @publishermethod </li></ul><ul><li>[email_address] </li></ul>

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