Content Marketing for Real Marketers


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Webinar presented in conjunction with Eloqua's Chief Content Officer Joe Chernov and Content Marketing Institute (CMI) Founder Joe Pulizzi

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  • Even in the short time since “Content Marketing” was published, we’ve seen a surging popularity in Pinterist, marketers coming up with Instagram strategies, and the emergence of Google+ brand pages. What do you say to marketers who are struggling to keep up with the pace of change?
  • Are there content types that you ’d consider “table stakes” – that is, fundamental requirements for any company engaging in content marketing? If so, what are they, and could you give examples of companies that do them well? Marketers need to “sell” the idea of content marketing internally first. What are some techniques you’ve seen work for a marketer who is trying to convince senior staff to back a content marketing program?
  • A Junta42/MarketingProfs chart you include shows “mobile content” as the least popular content marketing tactic. Why are so few marketers engaging in mobile content? And are there examples of companies who are doing mobile well? Walgreen ’s example: Using a smart phone ’s camera, Walgreen’s Refill by Scan app enables users to scan the barcode printed on a prescription label to seamlessly order a refill in seconds. Refill by Scan also gives users the option to change their store pickup location as well as the pickup time and day. Prescription text alerts, a Walgreens mobile feature which notifies customers via text message when their prescriptions are ready, has surpassed 1 million subscribers. The alerts were introduced in March 2010. Other features of the Walgreens mobile application include: Access prescription history Order photo prints direct from your phone Find the nearest Walgreens or Take Care Clinic Browse products and check in-store availability Shop from your phone Pepsico “Possibilities” app – It ’s never been easier to stay current on what’s happening around career possibilities or to connect to the talent within the teams at PepsiCo than it is today. With the new Possibilities… application you’ll now have the latest video, tweets, blogs and job search tools and alerts all in the palm of your hand! Users can: Search for job opportunities and sign up for alerts – search by job type, location (with map) and store search history See the latest Pepsico content – videos, employee blog, tweets Scan Pepsi product QR codes to be taken to content specific to local hiring events Learn about Pepsico – information you ’d need to know to work there and interview, ask questions of Pepsi’s talent acquisition team Sign up for a soon-to-be-launched talent network – “Possibilities …”
  • You share a sobering stat: 80% of those who begin a corporate blog never post more than five entries. Wow. To what do you attribute that drop-off? (Segue into a conversation about trying to take on too much at once …) Examples shown are of successful corporate blogs that are regularly updated from a variety of authors – Dell and GM
  • The book talks about the importance of “knowing your audience.” I’ve found that your audience isn’t just who BUYS your products but who might also benefit from the knowledge that’s trapped in the minds of your leaders. How can a company fan out from creating content just for buyers and begin to think more broadly about who may influence their buyers? SAP content audit example
  • It ’s a noisy web out there …. can you talk to me a little bit about the ways companies can extend the reach – or shelf-life – of their content? I really liked the example of Old Spice using “outtakes” from its videos as a form of content marketing. Jesse Thomas of JESS3 once used discarded versions of our infographics in a Forbes article to illustrate how an infographic is created.  Are there other examples of using “detritus” as content that you could share?
  • I ’ve taken to saying that the content marketer’s ultimate goal should be to “zero out the brand” – that is, to aspire to be seen as a publisher and not a vendor – yet there is a legacy desire in many organizations to “make the logo bigger”. Can you talk about the relationship between brand prominence and the perceived value of content?
  • Events are still big line items for B2B companies. We ’ve begun publishing infographics about events and giving them away in our booth as a way to trigger pre-event buzz and in-event traffic. Could you share other examples of ways marketers marry content marketing with events? Possible content marketing ideas for events: Prior to event: building buzz; hashtags (we can talk about coming up with one for this webinar in advance and using it to promote); building engagement with content during events (apps, live tweets, etc); after: recycling event content into digital content for various channels, eg video, blogs, newsletters Ad:Tech Facebook page: Livestreams the event on a custom tab, allows users to watch videos when event is not live Coca-Cola example: On March 22, 2011, Coca-Cola helped Maroon 5 crowdsource material in a program that gave the band 24 hours to come up with a new song. The session, held live from London, used an interactive project technology to let fans interact with the band at Coca-Cola Music and weigh in on the lyrics, rhythms and riffs from the new single. This was done via Twitter using the hashtag #WithMaroon5. As the session was streamed live, fans were asked to send in words, pictures and comments to aid the creation of the song. Fans also got the chance to ask Maroon 5 members some questions. Coca-Cola promoted the program on its Facebook page and kept fans posted on the session via Twitter. After the session was over, fans could download the song from Coca-Cola ’s website, as well as view a host of videos from the event. Agency collaboration: An array of agencies worked on the project: the original 24 hour session concept came from Lexis PR. Wieden+Kennedy collaborated with Nexus Interactive Arts interactive directing duo Hellicar&Lewis to develop the elaborate interactive and social media elements, which allowed the band to see tweets, messages and votes directly broadcast in the studio, and produced all content around the event. Meanwhile, SapientNitro designed and created the digital hub and Frukt managed the artist liaison.
  • Nonprofits and content marketing PETA example – On Peta2, visitors can connect with PETA and consume content via Facebook, Twitter, YouTube, message boards and a regularly updated blog.
  • “ Listening” is another theme in your book. When we published “The Content Grid” infographic, we knew the image was flawed, but rather than trying to perfect it ourselves, we published it with a plea for input. We collected all of the feedback and remixed it a year later – giving thanks to everyone who gave us input. What are some other examples of listening being an effective way to augment output? Indium Corporation example: Indium ’s blogging and social media strategy began with keyword research. Indium identified 73 of the most important keywords its prospective customers would search for. Then, they created 73 different blogs that focused on each keyword and assigned a dozen employees to write those blogs. Blogging is now the most prevalent social media platform at Indium. The ultimate goal is to produce face-to-face contacts and relationships. Blogging advances close contact and, through the inclusion of video, photos, commenting, emails and phone numbers, Indium can invite customers to engage in conversations offline. Indium now has 15 blogs with 17 dedicated bloggers maintaining them (many of whom are engineers). The bloggers write about the nuances of each market segment, focusing on the keywords uncovered by Short ’s research. Indium’s blog posts feature buyer oriented keywords likely to be searched. Headlines like “Wave Solder Flux Deactivation Temperatures Explained” and “Using Integrated Preforms for Solder Fortification” may not be interesting to most people, but if you’re on the market for solder, these are the details you need to know to specify the right solder. Once the blogs took off, customer contacts increased 600% in a single quarter. And everyone who contacted a blog author, commented on a blog post or downloaded a white paper opted in to the company ’s customer database.
  • Content Marketing for Real Marketers

    1. 1. Today ’s Webcast: Content Marketing for Real Marketers
    2. 2. <ul><li>Interact with the presenters anytime – ask questions! </li></ul><ul><li>  </li></ul><ul><li>Type into the “ask a question” text area – click submit. </li></ul><ul><li>  </li></ul><ul><li>The slides will advance automatically throughout the event. </li></ul><ul><li>Having trouble? Click “Help” link below the media player. </li></ul><ul><li>Download the slide deck from the audience console. </li></ul>Before We Get Started
    3. 3. Hi I’m Joe Pulizzi (@juntajoe)
    4. 4. <ul><li>To help transform marketers into publishers. </li></ul><ul><li>Less renting, more owning. </li></ul>EVENTS MEDIA CONSULTING
    5. 5. September 4 – 6, 2012 – Columbus, Ohio SUPER EARLY BIRD ENDS JAN. 31 st
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    9. 10. <ul><li>Today you will leave here with: </li></ul><ul><li>Practical content marketing tips that make sense </li></ul><ul><li>Knowledge and insights of “real” marketers </li></ul><ul><li>Tools to apply to your own 2012 plans/strategies </li></ul>
    10. 11. Today ’s Presenters: Joe Chernov VP of Content Marketing, Eloqua @jchernov <ul><li>Produces, distributes, measures content for awareness/conversion </li></ul><ul><li>Also responsible for PR/AR/influencer relations, </li></ul><ul><li>social & Web </li></ul><ul><li>Former head of marketing for BzzAgent & former chair of WOMMA ethics panel </li></ul>
    11. 12. Rebecca Lieb Analyst, Altimeter Group @lieblink <ul><li>Covers digital media and advertising </li></ul><ul><li>Former VP & editor-in-chief, The ClickZ Network, launched and ran Econsultancy ’s US operations. </li></ul><ul><li>Author: The Truth About Search Engine Optimization & Content Marketing </li></ul>
    12. 13. Today ’s Webcast: Content Marketing for Real Marketers
    13. 14. <ul><li>What advice do you give marketers who struggle to keep up with the pace of change? </li></ul>
    14. 15. <ul><li>Are there any types of content you ’d consider fundamental to a content marketing strategy? </li></ul>
    15. 16. <ul><li>Why are so few marketers engaging in mobile content? Who is doing mobile well? </li></ul>
    16. 17. <ul><li>Why do you believe the vast majority of corporate bloggers stop producing content? </li></ul>
    17. 18. <ul><li>How can a company begin to think more broadly about its content’s target audience ? </li></ul>
    18. 19. <ul><li>How can companies extend the reach – or “shelf life” – of their content? </li></ul>
    19. 20. <ul><li>Can you discuss the balance between brand prominence and perceived content value? </li></ul>
    20. 21. <ul><li>Can you share examples of ways marketers marry content marketing with events? </li></ul>
    21. 22. <ul><li>In what ways can nonprofit organizations utilize content marketing effectively? </li></ul>
    22. 23. <ul><li>What are some examples of using listening as an effective way to augment output? </li></ul>Indium ’s 73 blogs and 17 contributors are fueled by keyword research. The company’s hyper-targeted blogging strategy increased customer contacts by 600% within a single quarter.
    23. 24. Questions & Answers Keep your questions coming. Type into the “ ask a question” text area and click submit.
    24. 25. Thank you for attending today ’s webinar! A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: