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10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)

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"10 Quick Content Marketing Tips," an insightful and succinct guide to content marketing by DNN Software, was given the royal presentation design treatment by the Ethos3 Presentation Design team as part of a "Presentation Slide Design Makeover" series for the official SlideShare blog. Once you review the presentation, check out the SlideShare blog for more behind-the-scenes details on this presentation transformation.

If you want more presentation tips and tricks, visit the Ethos3 blog at: http://www.ethos3.com/blog/

If you want to give your presentation a makeover, contact Ethos3 to learn about our presentation design and training services: www.ethos3.com

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  • @dcbraude Thank you for your feedback! We're glad you enjoyed it; to learn more tips about content marketing, you may find our blog post interesting: http://ethr.ee/1KL5m6s. Our blog is chock-full of tips and tricks for presentations, feel free to check it out! http://www.ethos3.com/blog/
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10 Quick Content Marketing Tips (By DNN Software. Redesigned by Ethos3.)

  1. 1. “K < 9 < 1U‘t< if Tip 37“ on Content Marketing , Mann
  2. 2. Read a lot, in order to write well.
  3. 3. Blogs Social Media Accounts Mainstream Media YouTube ~ Books Podcasts Industry Publications Medium. com Dnn
  4. 4. — 5 Sites That Do — Content Marketing — Really Well — Pi Dnn
  5. 5. [fie Identify, then understand your target audience.
  6. 6. Once you understand your target audience, put yourself in their shoes when you create content for them. 3. User Personas 1. Demographics T 4. Interests 2. Firmographics 5. Pain Points
  7. 7. {Eli Look for relevant content, continuously.
  8. 8. I. Industry News 2. Trends 3. Feedback 4. Thought Leadership 5. Tips & Insights
  9. 9. Publish free, |ongi-try; /rrn goirltent.
  10. 10. ”We encourage original, high-quality content, since that's what's best for web users. " -Google When content is behind a registration C] wall, search engines don't see it. For some of your content, ”set it free” (don't collect registration). [ _, ‘ xi‘ 1 . ‘. ». “V ‘. V
  11. 11. Be creative and unique. Dnn
  12. 12. COLORING IBOOKV Marketos's Coloring Book mms, $B.3B| LL|0N WILLBESPENTUNVIDEUADS 3.9 1.5 2-0 2.9 UberF| ip's Video lnfographic The following is a paid presentation from MarketingProfs. Marketing Profs’ infomercial spoff IBM's Billboard with Awning
  13. 13. [fie Maximize the leverage of primary content assets.
  14. 14. S| ideShare Blog (Pre) Primary Blog (Post) Hand-out (webinar) (for Sales) YouTube r. _ ‘ Dnn
  15. 15. ___@_j Go outside ”Marketing" for "Content Marketing. ” Ir) nnn
  16. 16. What your wider team delivers: © Passion Perspective Personality Knowledge Insights from Great customer the trenches stories
  17. 17. [fie Use social media to inform, distribute and converse. Ir, ‘ nnn
  18. 18. O@ Distribute Converse Follow customers, Share content across Interact with your influencers and social media readers. Get thought leaders. channels. Encourage feedback on their Follow lists, use employees and challenges and pain search and employ partners to amplify points. Use the related listening your shares. conversations to tools. inform your subsequent content marketing.
  19. 19. ¥_@_fl Outsource as needed.
  20. 20. II‘ Sponsorship 'I‘ II II III II II II II 1. IT. Thought Leaders Analyst firms Partners (good for jointly produced content) Freelance writers r. L ‘ Dnn
  21. 21. I ‘I II II M eI 9 II I“, CI II c~; I nt Ifv, ei rill II iii . : lTlTI e'], I_l, I,I
  22. 22. We hope you enjoyed these ten quick tips on content marketing. Visit our website to learn how DNN can expand the reach and impact of your content marketing. @DNNCorp I‘ Dnn
  23. 23. g; g; Presentation Makeover by Ethos3 ethos3.com
  24. 24. Behind The Scenes a look at the presentation before the makeover
  25. 25. Content Marketing: 10 Tips in 30 Minutes _‘ M 7-‘. 1 . 1 ll ll Dennis Shiao Dircwttor, Product . ~.~'IaI‘! I;etIIIp, Tweet with hash tag; @DNNCorp | @dshiao #DNN I ODD
  26. 26. Content Marketing Overview Pgfcefnggg of mg Magfigfefs Change in Amountof Using Content Marketing gfiggm“ 7% Per nt of B2B Markete Who . . Have caeD0:l. glen1efltEd Contentrsstrategy 828 C°('<')tv°e': 'NI: :3‘2°°' ‘"9 Spmdl 1"‘ 32% Ivrvnari Irv .14 . —.. --¢. -'. , u. ..-. .. .«. .-. ... . . ... ... ... .,«. .,. .. . ... ... .., ».. . . 'I‘‘ ___, __, ,_~. _ , _ __ _‘ ____ __ . ___ The Report (from Content Marketing Institute and MarketingProfs): a I i4.. .., ,,, ,,, —_“, rr_ "Content marketing’: purpose is to attract and retain customers by consistently creating and curatlng relevant and valuable content with the intention of changing or enhancing consumer behavior. ” (source: Content Marketing Institute) D an“
  27. 27. 10 Content Marketing Tips in 30 Minutes onn
  28. 28. 1) ”Read” a lot in order to write well. "Effective content creation starts with extensive content consumption. ” Mainstream media ' B2C social media Industry publications aC°°”“t5 Books ' Industry social media accounts Hobbyist publications BIO S (for me, sportswriters) g . _ Tumblr sites YouTube videos . Medium ( Podcasts htt : medium. com) Twerjt m -3: "To become an effective writer, write less and read more #DNN" T Dnn
  29. 29. 1) ”Read” a lot in order to write well. Top 5 Content Marketing Sites (that I read) CONTENT MARKETING INSTITUTE I-lu'oS '0 ‘ii i(_, i,v? ’ it .1333)? iii . ‘ ~ Examples of B2B vendors who excel at content marketing. Their blogs are just one (of many) sources of their content marketing goodness.
  30. 30. 2) Identify, then understand your target audience. Demographics Interests Firmographics Pal“ POIWCS Sources: User Personas _ CRM . Marketing Automation . Salesteam . Client conversations . Social media Once you understand your target audience, put yourself in their shoes when you create onn content for them. I
  31. 31. 3) Look for relevant content, continuously. Industry News Thought Leadership 1', -ends Tips & Insights Market/ Customer Feedback My two "go to" sources: Newsjacking: How to Inject your Ideas into a Breaking News I’ feedly ‘ Story and Generate Tons of Media Coverage / ~ Related blog post: - ' “"_‘*“ iittp: /lb? ughubspot. coiiijLi| og/ tal; 'd, i'6307jl; ~'cl, l32983HlieJnbciurid; ii1arketergs-_Cornp'ete: j Dnn GLllLl€: ,IO-N(: 'W‘bjiiCI<l"I}; .d5I)X
  32. 32. 4) Publish long form content (ungated). I For some of your content, ”set it free” (don't collect registration). I“ When content is behind a registration wall, search engines don't see it. I A quote from Google: "we encourage original, high- quality content, since that's what's best for web users. " A Dhn
  33. 33. 4) Publish long form content (ungated). In-depth articles Al! l$! !Q§!9J'Q9!! I19&JG¢? J!! l1lP! .‘O. l lheNewVorilIrnes ‘ID, I‘ I 'IiieIOdInuloq1orrwIriqoui bvui-Vsndfloulobhow ouleckzvdthe fuliondhsutleof Drvgfibusc nnaoneoflheworlds leamighvui sc ieiiisls She and other Wled hv lJr. .ili E-km: riii'r. :in iJ; n. 9:». J Iwasaqeekvvsuontocnaigelhenxiledhow warswaoed Use dominion technologies to vviprovc mulury strut-qy N1-tworiicc compilers coua take data from I Ifly. h£m9l9flMnfi1mflm m Ttioinrioivaiors Dilemma busunessvueltcorn hat-ed nowfierentfiefuifiovydbusuiescsha-= irievebcenmro. ri1rvhe diskdrives wtierechmpesntechnology rnarinetsvixttre goodscooe anavemcalimegrannriavebeenso. .. How to Write the In-Depth Articles that Google Loves htt : www. co bio er. com in-de th-article—rankin A Great Strategy to Create in-Depth Evergreen Content htt : searchen inewatch. com article 2290883 A-Great-Strate -to-Create-In-De th- Evergreen-Content Let's face it: getting into Goog| e’s "In-depth articles" section is a challenge. BUT, if you set D on" that as your goal, hugely positive content marketing benefits will follow.
  34. 34. 5) Be creative and unique. 5%. , ". .-; :;: .¢ Examples S Coloring book (Marketo) Spoof of a late night infomercial, done in a S| ideShare (MarketingProfs) Video infographic (UberF| ip) Billboard with a rain-proof awning (IBM) Source: htt : socia| mediab2b. com 2013 O9 7—exam les-of-innovative- b2b-content-marketing[ onn
  35. 35. 6) Maximize the leverage of primary content assets. A HOT on i’accboo. v'<. ' C‘ 5 U Blog (Pre) PRIMARY ‘ Slides Blog (Post) (Webinar) . ,_ .5”. Replay ~ A _ BONUS: Syndication! 500 Likes/ Shares from article page Hand‘°ut (for Sales) cc: m :2 “Content marketing tip: turn primary content assets into secondary and . , onn tertiary assets #DNN ' 1
  36. 36. 7) Go outside ’’Marketing’’ for ”Content Marketing. ” , What your wider team delivers: ‘ . 4 I Passion ‘ , ‘ , , I Perspective I Personality I Knowledge I I . W I Insights from the trenches I Great customer stories Internal blogging program: htt : www. marketo. com assets u loads How-to-Create-an-lnternal-Blo in -Pro ram- that-Works. pdf Content Rules — Easy Peasy Blog Post Program: htt : www. contentru| esbook. com extras-files Content Rules Blo Post Tem late. df I ‘Dhfl
  37. 37. 8) Use social media to inform, distribute and converse. INFORM: Follow customers, influencers and thought leaders. Follow lists, use search and employ related listening tools. DISTRIBUTE: Share content across social media channels. Encourage employees and partners to amplify your shares. CONVERSE: Interact with your readers. Get feedback on their challenges and pain points. Use the conversations to inform your subsequent content marketing. INFOGRAPHIC — how to create perfect posts on social platforms: D - ; gun
  38. 38. 9) Outsource as needed. Functions that B2B I-«Iarketers Outsource ‘. ‘.'i Il. ll‘: _ D»: «:I_jn Content DI-; tn'butionisyndication Edit: I‘; I. ’-2.1y. .!ement, ‘Analytic5 Content Planning ck Strategy E: :,4rPersona Creation l ' I I l I Outsourcing content creation ("Writing”): Sponsorship Thought Leaders Analyst firms Partners (good for jointly produced content) Freelance writers I Dl"l| "
  39. 39. 10) Measure, quantify, adjust. ' / '/ " '/ »/I/ , j/ / Photo credit: Leo Reynolds on flijckr, "Measure, quantify, adjust is the new lather, rinse, repeat. ” 1 onn
  40. 40. Questions? Contact me: dennis. shiao@dnnsoftwa re. com @DNNCorp @dshiao htt : www. dnnsoftware. com onn
  41. 41. ‘g g; Give your presentation a makeover. email start@ethos3.com today

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