Content marketing is all the rage but a good content marketing program takes strategy and commitment

1. RISE UP.
GET FOUND.
BE HEARD.
ENGAGE.
Edith Bullard
PCI
Dan Kaplan
periscopeUP

2. IMPORTANCE OF
AUDIENCE
ACTION ALIGNMENT KNOWLEDGE AWARENESS ENGAGEMENT

3. A marketing technique of creating and distributing valuable, relevant,
and consistent content to attract and acquire a clearly defined audience –
with the objective of driving profitable customer action.
WHAT IS
CONTENT MARKETING

4. CONTENT MAY BE
KING, BUT WHY
- Demonstrates your expertise
- Positions you as a thought leader
- Provides fodder for search engines
- Less expensive than traditional media
- It’s where your customers and prospects are
- Done correctly – helps grow leads

5. BEFORE YOU START
YOUR SHOULD KNOW
- It’s not easy
- It takes time and resources
- It’s a continuous effort (not one and done)
- A lot of competition
- Requires organizational commitment

6. THREE STEPS TO
GREAT CONTENT
PLAN
PRODUCE
PROMOTE

7. PLA

8. - Who are they?
- What problems or issues are they facing?
- Where do they go for information?
- Create profiles (Advanced)
DEFINE YOUR
TARGET AUDIENCE

9. Image Credit: Rick Backus, CPC Strategies
EXAMPLE AUDIENCE PERSONAS
eCommerce Owner/Operator
2-20 Million Dollars in Annual Revenue
Worried about staying on top of things in
industry
Not always very tech savvy
Loves lists of things, rankings, and how tos
Doesn’t have much time
Wants to give up managing channels but
doesn’t
have time/resources to train someone else
55% of existing client base
eCommerce Marketing Manager
20 MM – 500 MM Company
Usually A VP or Director or Marketing or
eCom
Worried about looking good to bosses
Likes staying up to date, but loves hearing
about what the competition is doing
Is looking for a place where they can stay
educated on industry to look good to higher
ups
35% of Existing Client Base

10. - Develop a short-term and long-term strategy
- Leverage what is truly different about you
- Be “uniquely useful”
- Create content that educates and entertains
- Utilize your members, employees, partners, etc.
- Make one person accountable
- Establish goals and metrics of success
DEVELOP YOUR
STRATEGY

11. PRODU

12. TYPES OF CONTENT
- Video
- Blogs
- Articles
- White Papers
- Speaking Engagements
- Newsletters
- Books/Guides
- Webinars
- Research Papers/Findings
- Website

13. RE-PURPOSING
SAVES TIME

14. - Immediately useful
- Unique
- Helpful
- Personalized
- Exclusive
- Has a call to action/offer
WHAT IS
GOOD CONTENT

15. - What will meet the needs of your target audience?
- What problem or issue can you solve?
- What makes your company or your solution different
from the competition?
- What special knowledge or expertise do you have?
- What partnerships can make your topics more robust?
BRAINSTORM TOPICS

16. EXAMPLES

17. EXAMPLES

18. IDENTIFY ROLES AND
RESPONSIBILITIES
- Researcher
- Writer
- Designer
- Coder
- Marketer / Promoter
- Management

19. DEVELOP AN
EDITORIAL CALENDAR

20. - Use Title & Description tags
- Include calls to action
multiple times
OPTIMIZE FOR
PEOPLE AND SEARCH
- Keyword research
- Title tag – 70 characters
- Description tag – 160 characters
- Optimize content for people first,
search engines second
SEARCH ENGINESPEOPL
E

22. PROMO

23. - Find where your prospects spend time online
- Present content how they want to consume it
- Include a link back to your site, even if it’s just a by-line
CONTENT

24. GUARANTEED
PLACEMENTS
- Your & your partners’ social media channels
- Discussion boards (Linked In Groups)
- Q&A sites (Quora)
- Presentation sites (Slideshare.net)
- Ebook sites (Amazon.com)
- YouTube.com (second largest search engine)
- Image sites (Flickr, Panoramio)
- Podcast sites (iTunes)
- Industry specific sites (Patch.com, Avvo.com, BBJ)

25. - Industry publications & bloggers
- Get quoted
- Be a guest writer
- Ask an industry influencer or person in your industry with a large
social following to share
- PR coverage -- HARO
- See who is linking to your competitors and ask them to post/share
your content (Type links: www.site.com into Google)
NEGOTIATED
PLACEMENTS

26. USE ANALYTICS TO
TRACK SUCCESS
- Page views of each post
- Entrances to “landing pages”
- Search Engine Ranking Positions (SERPs)
- Social shares
- Overall organic traffic / conversions from organic traffic
- Page “value” in Google Analytics (Advanced)
- Assisted conversions (Advanced)

28. Do’s
- Have a strategy
- Write for real people
- Choose topics that matter
- Distribute via a variety of mediums
- Resource for success
- Leverage members and partners
- Be committed
Don'ts
- Self promote
- Rely on a single distribution strategy
- Duplicate what everyone else is doing
- Put everything behind a password
- Be boring
CLOSING TIPS

29. Learn More At Our Upcoming Digital Marketing Webinar Summit
- www.periscopeUP.com/webinar
Pick-up Content is The New Black
- www.pcicom.com/blog
RESOURCES

30. Edith M. Bullard
PCI
ebullard@pcicom.com
CONTACT US
Dan Kaplan
periscopeUP
dan@periscopeup.com

31. Q&A