1. 2014 Webinar Series
11 (+1) Content Marketing Planning Tips
for 2015
August 26, 2014

2. What We Hope You Learn Today!
1. 11 (+1) Content Marketing tips designed to help you plan for 2015
2. Tactical insights into implementing cutting edge executions
3. Strategic thoughts to help move your program ahead of the
competition
4. Operational discussion designed to give your program the
delivery backbone needed to win
| 2 @jaybaer #CMPlan2015 @mikecorak

3. Today’s Speakers
@jaybaer #CMPlan2015 @mikecorak
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JAY BAER – PRESIDENT, CONVINCE & CONVERT:
•Hype-free marketing strategist, acclaimed keynote speaker, and best selling author of
Youtility
•President of social media and content marketing consultancy Convince & Convert
•Has advised more than 700 companies since 1994, including 30 Fortune 500
corporations
•Named one of America’s top social media consultants by Fast Company magazine
•Convince and Convert blog is ranked as the world’s #1 content marketing resource
MIKE CORAK – EVP, STRATEGY, ETHOLOGY
•Leads the strategic planning and agency services teams at ethology, recently named
Inc. 500’s #75 fastest growing companies
•Has developed and implemented winning digital and integrated strategies for
hundreds of companies over his 17-year career, including Coca-Cola, ConAgra
Foods, Farmers Insurance, FedEx, Nike, Office Depot, and Walt Disney
•Frequent speaker, blogger, and thought leader on content marketing and integrated
marketing
•Secretary and Treasurer of SEMPO

4. Autographed Book Giveaway!
The first 5 audience members who
tweet #CMPlan2015 will
(1)Receive an autographed copy of
Jay Baer’s latest NY Times Best
Seller – Youtility
(2)Be entered into a drawing to
receive a free content marketing
audit
Find this presentation at www.slideshare.net/mcorak
@jaybaer #CMPlan2015 @mikecorak

5. And if you didn’t hear…
@jaybaer #CMPlan2015 @mikecorak
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6. 11 (+1 Bonus!) 2015 Content Marketing Planning Tips
123
@jaybaer #CMPlan2015 @mikecorak
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TACTICS
• Video Content
• Snackable Content
• Audio Content
• Uni-Functionable Apps
STRATEGY
• Repurpose & Repackage Content
• Cooperative Content
• Real Time Marketing & Newsrooms
• Content Amplification
OPERATIONS
• Content Everywhere
• Content Creation Process
• Content Metrics & Optimization
• Right-Sized Resources

7. But before we begin, how was our
advice for 2014 (8 Must Dos)?
@jaybaer #CMPlan2015 @mikecorak
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Content Marketing
adoption was high as
predicted!
However, planning
and operationalizing
Content Marketing
programs left much
to be desired.

8. 2015: Focus on the Content Marketing
Engine (apologies Vin Diesel)
@jaybaer #CMPlan2015 @mikecorak
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9. 1. Create Snackable Content
123
@jaybaer #CMPlan2015 @mikecorak
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The smaller the content,
the more easily it can be
consumed

10. Content marketing is about
feathers and bricks
123
Size: Snackable
Portability: High
Goal: Awareness
Shelf-Life: Short
Cost: Low (per piece)
Volume: High
Size: Hefty
Portability: Low
Goal: Persuasion
Shelf-Life: Longer
Cost: Higher
Volume: Low
@jaybaer #CMPlan2015 @mikecorak

11. Map Feathers and Bricks to
Purchase Funnel
123
@jaybaer #CMPlan2015 @mikecorak

12. Snackable in Action
3 million people reached, 34,000 contest votes.
@jaybaer #CMPlan2015 @mikecorak
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123

13. 2. Why Develop Video Content?
123
@jaybaer #CMPlan2015 @mikecorak
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Globally, Video Traffic will be 79% of
all consumer Internet traffic in 2018,
up from 66% in 2013

14. Ethology conducted over 200
content marketing audits in the
past 12 months
Over 95% of the companies
audited had less than 20% of
their content in a non-text
format
Video was a sliver of the
remainder (under 5%)
The GAP
@jaybaer #CMPlan2015 @mikecorak
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123

15. Video Consumption Mobile Trends
@jaybaer #CMPlan2015 @mikecorak
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16. Find Your Voice in Video
How-To Content
Lowe’s
• Stop-motion
• Simple tips & tricks
• Home improvement how-tos
Contests
Doritos
• #DoritosNameThatTune
@jaybaer #CMPlan2015 @mikecorak
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17. 3. Embrace Audio Content
In 2014, weekly audio
podcast listening in the
United States grew 25%,
according to Edison
Research
@jaybaer #CMPlan2015 @mikecorak
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123

18. Audio is a Powerful
Differentiator
LTE and similar have increased podcast listening windows:
Commuting, exercising
Podcasting creates visceral bonds with listeners
Podcasting lets you shine the light on your customers and partners
@jaybaer #CMPlan2015 @mikecorak
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123

19. 3. Embrace Audio Content
123
LTE and similar have increased podcast listening windows:
Commuting, exercising
Podcasting creates visceral bonds with listeners
Podcasting lets you shine the light on your customers and partners
@jaybaer #CMPlan2015 @mikecorak
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Launching soon!
Email submissions@marketingpodcasts.com
to be notified at launch

20. 4. Release Uni-Functional Apps
How many apps does Facebook have?
@jaybaer #CMPlan2015 @mikecorak
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123

21. 6 Facebook Apps and Counting
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123

22. Release Uni-Functional Apps
How about LinkedIn?
@jaybaer #CMPlan2015 @mikecorak
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123

23. LinkedIn, 6 and Counting
@jaybaer #CMPlan2015 @mikecorak
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123

24. When to App (Existing Companies)?
• You have a successful website and brand traction, and are doing the
web basics (responsive)
• An app would give the user a better way to engage with you on their
mobile device than your responsive site
• Your idea is best addressed with an app
• The concept is so unique that it will stand out against the millions
of apps out there
• You’re confident that your concept exceeds a user need. In fact, the
user might just pay for it! (Youtility)
• And you’re ready to prove it (user testing and prototyping)
@jaybaer #CMPlan2015 @mikecorak
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25. 5. Repurpose & Repackage
Content
@jaybaer #CMPlan2015 @mikecorak
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Repurpose
Repackage
Retire!

26. Content Audit Factors
@jaybaer #CMPlan2015 @mikecorak
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• Useful and usable
• Redundant, outdated, trivial
(ROT)
• Meets audiences’ needs
• Balances business objectives
• Voice, tone & style
• Sharable
• Optimized for intended
channel
• Addresses stages in the
funnel
• Varied types

27. ROT Content Audit
Redundant: Duplicate content, overly wordy, too many
clicks/steps
Outdated: Expired offers, out-of-date content, outdated materials,
broken links/images
Trivial: Not relevant for the brand, no value for the visitor, missing
content or context
@jaybaer #CMPlan2015 @mikecorak
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28. 6. Embrace Cooperative
Content
@jaybaer #CMPlan2015 @mikecorak
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29. Broaden Your Sources for
Content
The best (and perhaps the most persuasive) sources of content may
not be from your marketing team:
Customers – every email you receive is potential content
Employees – company experts are trusted 65% of the time, CEOs are trusted 35%
of the time, according to Edelman research
@jaybaer #CMPlan2015 @mikecorak
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30. A Co-operative Content
Machine
More than 1,200 reviews
@jaybaer #CMPlan2015 @mikecorak
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31. 7. Real Time Marketing &
Newsrooms
@jaybaer #CMPlan2015 @mikecorak
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Creating a steady stream
of snackable content with
personnel and process

32. Riding the Hashtag
In-house teams and agencies use trending topics and predictive
discovery tools to determine what themes to cover.
Combined with in-house brand journalists (many of them former
traditional journalists), this creates a branded “newsroom” that
operates similar to a TV station.
Daily and weekly “rundown” of stories to be covered, feathers to be
created, experiments to be tested.
Real-time, contextually relevant social outreach based on keyword
usage or geographic location.
@jaybaer #CMPlan2015 @mikecorak
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33. RTM and Uncovering
Opportunities
115,000 social posts at the London Olympics that didn’t include
keywords
@jaybaer #CMPlan2015 @mikecorak
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34. 8. Create a Content
Amplification Budget
@jaybaer #CMPlan2015 @mikecorak
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35. Organic Ain’t Enough
If you create content (especially for top of the funnel, awareness
purposes) it may not achieve your objectives with organic reach
alone.
Organic reach is on the decline, due to increased competition, the
way most social networks are built, and artificial depression of reach
to encourage advertising.
If you’re serious about your content (especially a brick) you have to
Market Your Marketing.
@jaybaer #CMPlan2015 @mikecorak
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36. Megaphones for Sale
Potential content amplification sources:
Sponsored tweets
Facebook sponsored (dark) posts
Facebook boosted posts
LinkedIn sponsored updates
Outbrain
Taboola
Stumble
Paid search
Email (typically to your own list)
Outreach to bloggers and podcasters
Influencer programs
@jaybaer #CMPlan2015 @mikecorak
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37. 9. Make Content Work
Everywhere
Responsive is no longer an option—needs to be standard
Co-design process with user experience/design team
Collaborate on content hierarchy, placement and
emphasis for desktop, tablet & mobile experiences
Content strategy + user experience effort
@jaybaer #CMPlan2015 @mikecorak
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38. Stacking v. Interdigitation
Two approaches:
Stacking: Content collapses into place according to screen size
shifts. Development approach.
Interdigitation: Content aligns with context, no matter the
resolution. Content strategy approach. More effort but more value.
@jaybaer #CMPlan2015 @mikecorak
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39. Stacking
Interdigitation
| 39 @jaybaer #CMPlan2015 @mikecorak

40. 10. Implement Consistent
Content Creation Processes
Content
Strategist
Content
Creator
Content
Strategist
Guide
Strategy
Submit
Internally
Submit
Internally
Director of
Operations
Account
Manager
Approval
Request
Request
Revisions
Request
Revisions
Client
Team
Content
Creator
Request
Revisions
Request
Revisions
Request
Revisions
Request
Revisions
Submit
Internally
Approval
Given
Content
Strategist
Reporting
Content
Strategist
Reporting
Client
Team
+
Client
Team
Content
Creator
Search
Specialist
@jaybaer #CMPlan2015 @mikecorak
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Plan Create Approve Publish/Govern
Content
Strategist
Content
Creator
Content
Strategist
Guide
Strategy
Submit
Internally
Submit
Internally
Director of
Operations
Account
Manager
Request
Approval
Client
Team
Content
Creator
Submit
Internally
Approval
Given
Content
Creator
Search
Specialist
Client
Team
Client
Team

41. 11. Choose the Right Metrics
@jaybaer #CMPlan2015 @mikecorak
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Trending: Content Attribution

42. 12. Right-Size Your Content
Marketing Resources
The most important resource factors to consider AFTER you create
your content marketing plan:
Staffing and/or Outsourcing: Content creators AND content
planners with authority
Integration Points: Development, Search, Social, Email, Media,
Offline, and Analytics
Media: Social amplification, sponsorship, media promotion
@jaybaer #CMPlan2015 @mikecorak
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43. 11 (+1 Bonus!) 2015 Content Marketing Planning Tips
123
@jaybaer #CMPlan2015 @mikecorak
| 43
TACTICS
• Video Content
• Snackable Content
• Audio Content
• Uni-Functionable Apps
STRATEGY
• Repurpose & Repackage Content
• Cooperative Content
• Real Time Marketing & Newsrooms
• Content Amplification
OPERATIONS
• Content Everywhere
• Content Creation Process
• Content Metrics & Optimization
• Right-Sized Resources

44. Don’t Forget:
Autographed Book Giveaway!
The first 5 audience members who
tweet #CMPlan2015 will
(1)Receive an autographed copy of
Jay Baer’s latest NY Times Best
Seller – Youtility
(2)Be entered into a drawing to
receive a free content marketing
audit
Find this presentation at www.slideshare.net/mcorak
@jaybaer #CMPlan2015 @mikecorak

45. Thanks for your time!
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All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or
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writing from the publisher. Copyright © Econsulancy.com Ltd 2011.
| 45 @jaybaer #CMPlan2015 @mikecorak

46. About ethology and Convince & Convert
@jaybaer #CMPlan2015 @mikecorak
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ethology is an integrated full-service digital marketing agency
for evolving consumer brands. The agency offers consumer
research, strategy, planning, search, display and social media,
email, content and web development, creative and analytic
services.
www.ethology.com
Convince & Convert is a strategic consulting firm that works
with leading companies in North America to improve their
social media and content marketing. The company also
produces the award-winning Convince & Convert blog (named
#1 content marketing blog in the world) and the popular
Social Pros podcast.
www.convinceandconvert.com