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CONTENT MARKETING
Christina Martin
VP, Digital Marketing, United Capital
Occasional Blogger – Good Site | Bad Site
Infrequent Tweeter @XinaMartin
Coming up with “The Big Idea”
and
How to Fuel Your Marketing Content
Abraham
Maslow
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
Content
Web/Blog
Email
Paid Media
Social Media
Conference Attendees
Hierarchy of Needs
Content marketing is the approach of
creating and distributing valuable and
consistent content to a targeted
audience, with the objective of driving
some profitable action.
- Joe Pulizzi, The Content
Marketing Institute
“
Content Marketing’s
Payoff
Mission Statement:
To provide information to help
farmers improve their operations.
Start with WHO
Effective buyer personas go beyond demographic
information and document things like interests, fears,
hopes and dreams – helping you truly understand how
your readers tick
•Identify ALL the
key personas
•Name them
•Include:
• Basic demographic
information
• A “day in the life”
narrative
• Media habits
• Goals
• Needs
• Motivations
• Objections
• Common
questions
. . . WHAT . . .
Start with a Content
Inventory
•Web pages
•FAQs
•Blog articles
•Presentations
•Brochures
•Flyers
•Posters
•. . . ?
“Lighter
Content”
“Heavier
Content”
Meme
Photo
Comic/Cartoon
Template
Checklist
Cheat Sheet
Tip/Fact Sheet
Infographic
Interactive tool
Podcast
eNewsletter
Template
Webinar
Video
How-To
Guide/Worksheet
Blog Article
Research Report
Web Page
eBook
White Paper
Write Once, Use Many – Types of Content
. . . WHERE,
WHEN
& HOW . . .
WHERE to Distribute Content =
WHERE the Audience is Reading
Content
Web/Blog
Email
Paid Media
Social Media
Potential Students
Parents
Spouses
AlumniAdvisors
Teachers
Professors
To Gate or Not To Gate?
• Gated content is anything
behind a form
• Requires a user to give
some information
• Usually personal
information, like an email
address — in order to see,
read, or interact with the
content
• The more “valuable” the
more questions you can
ask
• Tease up – “there’s more!”
for both free and gated
Download Your Free Guide!
First Name:
Last Name:
Email*:
???:
Get Your Free Guide
Get Organized –
Planning Content for
Distribution
Week or Month Topic/Event Author Content/Format Persona Channel/Distribution
Was it Successful?
Channel Key Metric Measurement Tool
Social Media Audience size and engagement (likes, comments,
shares) and most important – clicks and conversion.
The social platforms have analytics
or a third-party management tool.
Paid Media Impressions and cost per impression; most
important - clicks and cost per click, conversion and
cost per.
Google, the social platforms, and
agencies will provide reports.
Email Received, opens; most important - click-thru and
conversion.
The email tool will have analytics.
Web/Blog/
Landing Pages
Audience/Visitors; most important –
conversions/conversion rate.
Google Analytics is the gold
standard.
Content Marketer’s Hippocratic Oath:
Be useful and seek to establish a relationship.
Appendix: Resources and Tools
• Thought Leadership:
• The Content Marketing Institute
• HubSpot
• Contently
• Jacobs & Clevenger
• Ideas for Content:
• Your Google Analytics – mine
organic search terms
• Your web site’s search – ask for list
of terms searched
• HubSpot’s blog idea generator
• WikiHow – what are the topics
people are talking about
• Google AdWords Keyword Planner
Content What is it?
Meme A visual medium that conveys ideas or practices, usually funny and memorable – catch attention and
get shared on social media.
Template A tool that allows the user to format a document or content – provided to be helpful and show thought
leadership.
Photography An image that tells a story; engaging content to give a diverse perspective of a brand or offer.
Comic/Cartoon A visual medium to express ideas or practices, usually funny and memorable – catch attention and get
shared on social media.
Webinar A seminar conducted over the Internet; usually recorded so it can be repurposed later.
Infographic A visual representation of information or data usually in charts and diagram form to explain a process
or group of statistics – catch attention, convey information and great for social media sharing. Media
likes infographics too.
Interactive Tool A web application or widget that allows users to input data and get results – usually games and
calculators are interactive tools.
Video A recording or broadcast of moving image meant to convey meaningful content without having to
read; good for presentations, demos/tutorials, how-to content, and case studies.
Podcast Audio format recorded and placed online, convey meaningful content without having to read; good for
conveying information that is easy to remember, since there isn’t a visual.
Guide A 10-160 page written document that provides information usually in a step-by-step format to convey
specific information or topic in a how-to with best practices, examples, diagrams, facts, and statistics.
Glossary: Content Types
Content What is it?
Checklist A 1-4 page list of items to do, usually in a sequential manner; usually presented as lists with check
boxes.
Tip/Fact Sheet A brief list, less than 5 pages, with quick-hit resources that include ideas, statistics and suggestions;
usually numbered of bulleted lists.
Cheat Sheet A 1-2 page reference sheet that gives tips and techniques; good at presenting high-level overview or
key facts.
eNewsletter A digital newsletter that is emailed to subscribers; provides medium to reconnect with prospects and a
good nurturing campaign to stay top-of-mind.
How-to Guide A step-by-step guide on a specific topic; can be formatted as web page, blog, eBook, or short PDF
download.
Web Page Content A core piece of information to be conveyed that should be on the web site; general description of
programs, thought leadership, how-to content, and case studies are examples.
FAQ Frequently Asked Questions – usually formatted as web page content, but a great “big rock” starting
point.
Blog A core piece of content and critical for helping websites be found in search; individual blog posts are
usually stories, discussions, or opinions published and contain text, images, and links.
Case Study A write- up of research findings usually presented in a problem and solution format and identify the
contributing factors to the success or failure of the research.
Research Report A report based on a research study and can be primary research conducted by your institution or
secondary research conducted by an outside firm; effective at presenting stats and findings in an
engaging way.
eBook An electronic book that is 20-200 pages and formatted for skimming and scanning with plenty of sub-
headlines, bulleted lists, and images to illustrate points.
White Paper An authoritative report or guide to explain an issue, solve a problem, or make a decisions; meant to
education readers with useful factual information and often complex or technical topic.
http://info.jacobsclevenger.com/22-types-content-marketing

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Content Marketing Session @ LSAC Annual Meeting

  • 1. CONTENT MARKETING Christina Martin VP, Digital Marketing, United Capital Occasional Blogger – Good Site | Bad Site Infrequent Tweeter @XinaMartin
  • 2. Coming up with “The Big Idea” and How to Fuel Your Marketing Content
  • 5. Maslow’s Hierarchy of Needs Content Web/Blog Email Paid Media Social Media
  • 7. Content marketing is the approach of creating and distributing valuable and consistent content to a targeted audience, with the objective of driving some profitable action. - Joe Pulizzi, The Content Marketing Institute “
  • 9.
  • 10. Mission Statement: To provide information to help farmers improve their operations.
  • 12. Effective buyer personas go beyond demographic information and document things like interests, fears, hopes and dreams – helping you truly understand how your readers tick
  • 13. •Identify ALL the key personas •Name them •Include: • Basic demographic information • A “day in the life” narrative • Media habits • Goals • Needs • Motivations • Objections • Common questions
  • 14. . . . WHAT . . .
  • 15.
  • 16. Start with a Content Inventory •Web pages •FAQs •Blog articles •Presentations •Brochures •Flyers •Posters •. . . ?
  • 17. “Lighter Content” “Heavier Content” Meme Photo Comic/Cartoon Template Checklist Cheat Sheet Tip/Fact Sheet Infographic Interactive tool Podcast eNewsletter Template Webinar Video How-To Guide/Worksheet Blog Article Research Report Web Page eBook White Paper Write Once, Use Many – Types of Content
  • 18. . . . WHERE, WHEN & HOW . . .
  • 19. WHERE to Distribute Content = WHERE the Audience is Reading Content Web/Blog Email Paid Media Social Media Potential Students Parents Spouses AlumniAdvisors Teachers Professors
  • 20. To Gate or Not To Gate? • Gated content is anything behind a form • Requires a user to give some information • Usually personal information, like an email address — in order to see, read, or interact with the content • The more “valuable” the more questions you can ask • Tease up – “there’s more!” for both free and gated Download Your Free Guide! First Name: Last Name: Email*: ???: Get Your Free Guide
  • 21. Get Organized – Planning Content for Distribution Week or Month Topic/Event Author Content/Format Persona Channel/Distribution
  • 22. Was it Successful? Channel Key Metric Measurement Tool Social Media Audience size and engagement (likes, comments, shares) and most important – clicks and conversion. The social platforms have analytics or a third-party management tool. Paid Media Impressions and cost per impression; most important - clicks and cost per click, conversion and cost per. Google, the social platforms, and agencies will provide reports. Email Received, opens; most important - click-thru and conversion. The email tool will have analytics. Web/Blog/ Landing Pages Audience/Visitors; most important – conversions/conversion rate. Google Analytics is the gold standard.
  • 23. Content Marketer’s Hippocratic Oath: Be useful and seek to establish a relationship.
  • 24. Appendix: Resources and Tools • Thought Leadership: • The Content Marketing Institute • HubSpot • Contently • Jacobs & Clevenger • Ideas for Content: • Your Google Analytics – mine organic search terms • Your web site’s search – ask for list of terms searched • HubSpot’s blog idea generator • WikiHow – what are the topics people are talking about • Google AdWords Keyword Planner
  • 25. Content What is it? Meme A visual medium that conveys ideas or practices, usually funny and memorable – catch attention and get shared on social media. Template A tool that allows the user to format a document or content – provided to be helpful and show thought leadership. Photography An image that tells a story; engaging content to give a diverse perspective of a brand or offer. Comic/Cartoon A visual medium to express ideas or practices, usually funny and memorable – catch attention and get shared on social media. Webinar A seminar conducted over the Internet; usually recorded so it can be repurposed later. Infographic A visual representation of information or data usually in charts and diagram form to explain a process or group of statistics – catch attention, convey information and great for social media sharing. Media likes infographics too. Interactive Tool A web application or widget that allows users to input data and get results – usually games and calculators are interactive tools. Video A recording or broadcast of moving image meant to convey meaningful content without having to read; good for presentations, demos/tutorials, how-to content, and case studies. Podcast Audio format recorded and placed online, convey meaningful content without having to read; good for conveying information that is easy to remember, since there isn’t a visual. Guide A 10-160 page written document that provides information usually in a step-by-step format to convey specific information or topic in a how-to with best practices, examples, diagrams, facts, and statistics. Glossary: Content Types
  • 26. Content What is it? Checklist A 1-4 page list of items to do, usually in a sequential manner; usually presented as lists with check boxes. Tip/Fact Sheet A brief list, less than 5 pages, with quick-hit resources that include ideas, statistics and suggestions; usually numbered of bulleted lists. Cheat Sheet A 1-2 page reference sheet that gives tips and techniques; good at presenting high-level overview or key facts. eNewsletter A digital newsletter that is emailed to subscribers; provides medium to reconnect with prospects and a good nurturing campaign to stay top-of-mind. How-to Guide A step-by-step guide on a specific topic; can be formatted as web page, blog, eBook, or short PDF download. Web Page Content A core piece of information to be conveyed that should be on the web site; general description of programs, thought leadership, how-to content, and case studies are examples. FAQ Frequently Asked Questions – usually formatted as web page content, but a great “big rock” starting point. Blog A core piece of content and critical for helping websites be found in search; individual blog posts are usually stories, discussions, or opinions published and contain text, images, and links. Case Study A write- up of research findings usually presented in a problem and solution format and identify the contributing factors to the success or failure of the research. Research Report A report based on a research study and can be primary research conducted by your institution or secondary research conducted by an outside firm; effective at presenting stats and findings in an engaging way. eBook An electronic book that is 20-200 pages and formatted for skimming and scanning with plenty of sub- headlines, bulleted lists, and images to illustrate points. White Paper An authoritative report or guide to explain an issue, solve a problem, or make a decisions; meant to education readers with useful factual information and often complex or technical topic. http://info.jacobsclevenger.com/22-types-content-marketing