Content Marketing - SITE SoCal

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Content Marketing - SITE SoCal

  1. 1. Capture, Connect and Communicate withContent MarketingJessica L. Levin, MBA, CMP
  2. 2. About MyAbout Me Company   @Jessicalevin  
  3. 3. Just the Facts•  B2B Marketers allocate approximately 26% of their budgets to content marketing•  The biggest challenge facing content marketers (36%) today: Producing Engaging Content•  51% of content marketers plan to increase their budgets over the next 12 months•  Source: Marketo
  4. 4. Just the FactsThe most popular content marketingtactics used by businesses today include: •  Social Media (79%)•  Article posting (78%)•  In-person events (67%)•  eNewsletters (61%)•  Case Studies (55%)Source: Marketo
  5. 5. WHAT THE HECK ISCONTENT MARKETING?
  6. 6. Social Media Community Photos Newsletters Events Video Apps Interviews WebsiteBlogs Podcasts White Papers Case Studies Surveys QR Codes Infographics
  7. 7. •  What  do  you  want  to  accomplish?  Goals  and   Strategy   Objec?ves?   Strategy •  Based  on  your  goals  and  resources  which  channel(s)   Evalua?on   are  best  for  your  organiza?on?   Planning •  How  are  you  going  to  accomplish  your  goals?   Planning   Scheduling,  etc.   Access Implementa?on   •  Just  Do  it!   Measure   •  What’s  working?  What’s  not?  
  8. 8. Content Marketing ChecklistFactor   Things  to  Consider  Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?  Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?  Audience   Where  does  your  market  get  it’s  content?  Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?  Technical     Is  programming  involved?  Will  training  be  needed?  Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?  
  9. 9. Mommy,Where DoesContent Come From?
  10. 10. Who Provides Fuel for Thought?•  Attendees•  Vendors•  Staff•  Speakers•  Competitors (Coopetition)•  Industry•  Government•  Random
  11. 11. Content Sources•  Twitter, Facebook, LinkedIn, Google+•  Magazines•  Newspapers•  Blogs•  Suggestion Tools (Zite, Feedly, Stumbleupon)•  Conversations•  TV/Radio
  12. 12. NewslettersFormat Audience•  Paper vs. Electronic •  Members/Clients•  Frequency •  Potential Members/•  Contributors Prospects Have  you   considered  sending   abbreviated   versions  to   prospects?  
  13. 13. WebinarsLive vs. Prerecorded Members/Free vs. Paid Attendees Only? Selling During aWebinar: OK or Not Virtual Passes OK?
  14. 14. Interviews Interviews  can   be  great  teaser   content  for   mee?ngs  and   events.  
  15. 15. Blogs
  16. 16. Blogs
  17. 17. Video
  18. 18. SurveysProviding an executivesummary can be a greatmarketing tool.SHRM has a great exampleof content marketing withpreferred pricing formembers.
  19. 19. Social Media New  kid  on  the  block!  
  20. 20. Graphical Sharing•  Photo boards that express personal interests.•  Can be used by people or brands.•  Great for visual products.•  Huge trend in graphical social networks.
  21. 21. Customized Pinterest Boards
  22. 22. Brands on Pinterest
  23. 23. Brands on Pinterest
  24. 24. CommunityPeer-to-Peer Communities Encourage ContentGeneration Through Interaction Discussion and Knowledge Sharing!
  25. 25. BUT, WE CAN’T GIVE ITAWAY…
  26. 26. Marketing
  27. 27. Lead Generation
  28. 28. SEO Know Thy
  29. 29. Benefits ofMembership
  30. 30. Member Benefits What  content   is  unique   enough  for   members/ aQendees   only?  
  31. 31. Thought Leadership
  32. 32. Thought Leadership Is Your Organization a Rockstar?  
  33. 33. Where to Spend Your Time?
  34. 34. Content Marketing ChecklistFactor   Things  to  Consider  Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?  Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?  Audience   Where  does  your  market  get  it’s  content?  Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?  Technical     Is  programming  involved?  Will  training  be  needed?  Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?   Remember This?
  35. 35. Sample Content Schedule:National Pudding Manufacturers and RetailersConference Date   Channel  (S)   Topic   Who   Week  1   February  20,  2012   Blog   Pudding  Sales  on  the  Rise   JL   February  21,  2012   Facebook/TwiQer   Organic  ingredients   MC   February  22,  2012   YouTube   Teaser  from  keynote  speaker   JL   February  23,  2012   Facebook  /TwiQer   Tips  about  mee?ng  des?na?on   MC   February  24,  2012   Facebook/TwiQer   Promote  aQendees  content   MC   Week  2   February  27,  2012   Blog   Green  Pudding  Manufacturing   JL   February  28,  2012   Facebook/TwiQer   Green  manufacturing  trends   MC   February  29,  2012   Facebook/TwiQer   Retail  marke?ng  trends   MC   March  1,  2012   Monthly  Podcast   Interview  with  pudding  retailer   MC   March  2,  2012   Facebook/TwiQer   Promote  aQendees  content   MC  
  36. 36. “The Speakers Who Don’t Leave” Jessica  L.  Levin,  MBA,  CMP   President  and  Chief  Connector   Seven  Degrees  Communica?ons   @jessicalevin   www.linkedin.com/in/jessicalevin   jlevin@sevendegreescommunica?ons.com   908-­‐912-­‐4418      

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