Milking the MOST Value From Your Content Marketing Strategy


Published on

This is the slidedeck to the presentation I delivered at the New Media Conference on February 23, 2012. The topic, content marketing, was broken down into five key parts as they pertain to value, content creation, content administration and sharing/publishing. The session attendees really had a good time with this topic as did I.

This was a fantastic, fun and highly informative session. Many thanks to the Frederick Chamber of Commerce for allowing me to speak once again at their event!

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Milking the MOST Value From Your Content Marketing Strategy

  1. 1. Milking the MOST Value FromYour Content Marketing Strategy presentation exclusively for FredNMT by: Mayra Ruiz-McPherson, Principal @ Ruiz McPherson Communications Thursday, February 23, 2012 @ Frederick Chamber’s New Media Conference
  2. 2. marketing professionals surveyed confirm content marketing is the most-used tactic in their brand-enhancing tool box( HiveFires B2B Marketing Trends Survey Report ... October 2011 )
  3. 3. Today,content isstillking...and more! { but why? }
  4. 4. videos & email marketing mobile podcasts microsites & blogging social engagement articles landing pages curation case studiesebooks PR presentations white papers webinars infographics Content impacts everything
  5. 5. “Sticks and stoneswill break your bones, but content canaffect your stock price.” ( Content Is The New Currency ... Shawn Parr ... Oct 20, 2011 )
  7. 7. AWARENESS prospect may or may not be familiar with a product, service or organization ... a tweet or status update on social network catches may catch their eye ... a radio, tv or other programming makes prospect aware of product “X” or service “Y” RESEARCHinterested prospect now begins to search and read about an o ering or an organization via blogs, photo galleries, videos, news releases, Facebook or Google+ pages, etc. to compare and di erentiate between similar solutions or services CONSIDER prospect signs up to receive news or information from a brand ... begins to narrow down choices to a select few ... online reviews and case studies help to narrow the decision down to one choice BUY prospect makes a purchase and is immediately introduced to post-purchase, customer-centric content and messaging
  8. 8. “Our Goal: To Empower You ThroughSO WHY DO IT? Education!...and if you live in our area, hopefully earn your business. This site contains a wealth of articles, facts, and videos about inground swimming pools (speci cally berglass). If youre just getting started, be sure to check out our World Famous Blog as well as our Inground Pool Boot Camp. ”Welcome to the Most EducationalSwimming Pool Blog in the Country!Fiberglass Pool Prices: How Much is My Pool Really Going to Cost?Top 5 Fiberglass Pool Problems and SolutionsHow Much do Above Ground and Inground Swimming Pools Cost?Fiberglass Pools vs Vinyl Liner Pools vs Concrete Pools: An Honest ComparisonSmall Inground Fiberglass Pool Design Awards for 2010Pool Patio Materials: Stamped Concrete vs PaversFiberglass vs Vinyl Liner Pools: Which is Better?Viking Fiberglass Pools vs. Trilogy Pools Reviews / Ratings: Which is Better?Fiberglass Swimming Pools vs Concrete Swimming Pools: Which is better?Swimming Pool Plumbing: Rigid PVC vs. Flexible PVC, Which is Better?
  9. 9. Sure you do. Look around, people!Content is everywhere!!!I know exactly where to nd it ... but the question is ... do you?
  10. 10. FINDING CONTENT Blog posts News releases Case studies Interviews Surveys Customer service Marketing Product development Management Industry publications Employees Community Industry trends Social media Competitors Product & online reviews Analytics
  11. 11. Domino Effect Example ... INTEGRATION AUDIENCE What do they want to What opportunities exist for integration? know vs. what youMETRICS Social? PR? want to tell them ... andWho will review analytics and Advertisements? what will be themetrics to determine which Video? “content compromise?”content yielded the mostinterest, views or tra c? CONTENT LINKAGES Original, curated or What content will link both? Quantity and GOAL to which areas of your what content will link Send out enewsletter AUTHORS site? Blog? Branded to where? re Who writes outposts? view s, what? edi ts & te stin g OVERAGES What content overages exist and how will the extra material that doesn’t “ t” in this edition be utilized, salvaged or repurposed? READINESS Is your news area, blog, Facebook page etc. ready for the increase in tra c? What other content must be added or updated prior to email newsletter being sent out? ... eNewsletter Content
  12. 12. Publishing approach & sharing directionof content depends on which “bucket” content best belongs in ... LEAD BRAND THOUGHTGENERATION AWARENESS SEO LEADERSHIP CUSTOMER CUSTOMER ACQUISITION RETENTION
  13. 13. contentinspiration
  14. 14. *the* tool ofchoice foradministering allfacets of content
  15. 15. June 21, 2011655 LikesFebruary 22, 2012832 Likes
  16. 16. HISTORIC MCFARLAND HOUSE - BLOG & NEWS PAGE VIEWS 2011 A2page views from blog posts10/19/2011 From keepsake to another brides closet: Is the idea of “the dress” as a keepsake disappearing? 106 10/4/2011 Wedding Trends: Twitter proposals and online cash for honeymoons: The wedding industry’s tailor-made for 2.0 7511/18/2011 Flower Girl or Ring Bearer Time? 7 Helpful Tips for Including Children at Weddings 60 12/8/2011 Join Us Sunday, December 18 for our Second Annual Open House! 3610/1/2011 Save these dates! Upcoming events at Historic McFarland House 34 11/3/2011 Need inspiration for your vintage, rustic or DIY-inspired wedding? Try these 7 creative wedding blogs! 3210/24/2011 Our entrances brick steps are being repaired and restored by local brick mason Bill Unger of Shepherdstown 3010/14/2011 Mountain State Apple Harvest Festival: Queen Pomonas Reception and so much more! 2811/12/2011 The Womens Network & Dr. Michael McCarty Host "Heart Coherence" Self Empowerment Session for Professional Development 25 9/20/2011 Welcome to our newly launched blog (and web site)! 20 11/5/2011 Recent Landscaping Upgrades to Our Backyard Event Area 2011/28/2011 Tea for the Holidays: An Afternoon of Tea, Friends & Entertainment Hosted by Historic McFarland House 1911/24/2011 From our family to yours, we wish you and yours all a loving, wonderful and happy Thanksgiving! 1410/27/2011 Come see us at this years Martinsburg Expo 2011! 1212/12/2011 It never hurts to have superior, expert seamstress skills around here! 8page views from news releases 10/1/2011 Coutoure Wedding Event of the Year 6811/15/2011 Upscale Event House for Weddings, Social Gatherings and Business Affairs Launches Mobile Web Site 6312/15/2011 Historic McFarland House Hires New Catering Manager with Abundant Wedding Venue & Private Event Experience 57Recommendations--> Blogging calendar w/Specific topics to be developed--> at least 1 new news item/release per month (ideally 2 but minimum 1)--> content must contain healthy, realistic dosage of keywords
  17. 17. OLDETOWNEPETRESORT.COM - PR & MEDIA 2011 A2 (08/08/11) Upscale Pet Resort (08/17/11) Last Opens Second Location in One In Is Still a Loudoun County, Virginia Lucky Dog! (06/24/11) Northern Virginia Pet (10/26/11) Northern Virginia-based Olde Resort Launches New Blog to Highlight (07/26/11) Dont Towne Pet Resort Senior Management Its Expansion and Grand Opening Turn Your Dog Into Receive Elite Training at Renowned Ritz Progress in Loudoun County a Couch Potato Carlton Leadership Center (06/21/11) Upscale Pet Resort Currently Under Construction in Loudoun County, Virginia (11/07/11) The Personal Side of a Pet Resort’s Grand Opening (08/05/11) Preparing (09/19/11) Olde Your Pet for the Boarding Towne Pet Resort: Experience (09/25/11) A Labor of Love:pr summary 2011 The Ultimate In Pet Care Luxury Olde Towne Pet Resort6 otpr news releases via prnewswire1 advertorial article on i am modern magazine (09/21/11) Dog owners1 local article via leesburg today spend as much as $274K (10/09/11) Pet Boarding for1 reference/mention in novadog magazine (print) for lifespan of a pure the Holidays breed, study says2 otpr-sponsored blog posts on novadog blog
  19. 19. sharing on twitter example AFor press releeest s, aedon’t justitlewand short t An occassi release t ake the up” tweet onal “double URL ... m eresting ... blog AND y plugs your tweet int estion or release ite our news pose a qu ey statistic m ... share a kTWEET EXAMPLES HIGHLIGHTING “DOUBLING UP”34% #smallbiz dread Twitter. Get full scoop here + heres why these ndings should concern u rolled out new version 2.3 features! Media release + what these upgrades mean to users here new Marketing Mgr today! Announcement here + how they will work w/our community here
  20. 20. sharing on twitter example Bcreate a aphicmicro−infogr ly stat or using a time nd make news brief agular it into a relumn” Twitter “co
  21. 21. MAYRA RUIZ-MCPHERSON Digital Marketing StrategistOur team is led by this long-time digital marketing addict.Her mission in life is to seek out opportunities to maximize the digital marketing potential of those who retain her.Ours is to support her and her clients in those very same efforts.WEB TECHNOLOGIES & CAPABILITIES WEB DESIGN & CREATIVE SERVICES MARKETING, PR, SOCIAL MEDIAWeb Programming & Site Maintenance Custom Interface Design, Usability Digital Marketing Strategy & ConsultationDatabase Development, Consulting WordPress Blogs & Customization PR 2.0, Press Releases, Publicity OutreachSocial Media Integration & Technology HTML, CSS templates, Usability, Wireframes Social Media Engagement & InfluenceCustom Application Development Designs for Digital Downloads, PDFs, eBooks Mobile Marketing Strategy & ExecutionContent Management Systems Email Newsletter & Advertising Design Content Development & StrategyWeb Development Strategy & Consulting Branding, Identity & Presentation Design Blogging, Ghost blogging + Blogger RelationsMobile Apps for iPhone, BlackBerry, More Video Editing, DVDs, Multimedia Email Marketing, Campaign DevelopmentShopping Carts & Electronic Commerce Creative Direction and Consulting Advertising & Media PlacementCloud Computing & Hosting Custom Illustration & Artwork Search Engine Optimization RUIZ MCPHERSON COMMUNICATIONS, LLC | 13800 COPPERMINE ROAD, SUITE 350 | HERNDON, VA 20171 | @ruizmcpherson | @mayraruiz | | 703.798.2619 |