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Infusioncon 2012: Leverage content, search, and social media to create maximum exposure

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Mike Corak, Ethology

In this session, attendees will learn how companies are rallying efforts around content, and using that content to earn and own their digital exposure. Attendees will review a step by step guide to creating their own content marketing strategy, as well as tips and tools to use in implementation.

Topics:

What is content marketing?
The place content marketing plays in today's digital marketing strategy (earning and owning your media)
How marketers of any size can capitalize on the movement


Published in: Business, Technology

Infusioncon 2012: Leverage content, search, and social media to create maximum exposure

  1. 1. Leveraging Content,Search, and Social for Maximum Exposure 1
  2. 2. agenda• why content marketing?• the biggest challenge in content marketing• 5 steps to developing your integrated content marketing plan mike corak – evp of strategy ethology 2
  3. 3. GET EXCITED! 3
  4. 4. better?http://laracasey.com/blog/2009/08/05/get-excited-and-make-things-happen/ 4
  5. 5. power to the peoplehttp://thejosevilson.com/2011/10/18/always-power-to-the-people-exponentially-important/ 5
  6. 6. why content marketing? 6
  7. 7. integration: multilayered brand ecosystem• website plays role of content hub with ability to reach the highest amount of users (over 60% of online visits come from search)• owned experiences allow for deepest user topical engagement 7
  8. 8. integration: 3 layers of your brand ecosystem• engagement is then distributed from the content hub, prioritized by target audience usage trends• bold media buys play well with various outposts, informed by interaction, traffic directed to intended calls to action (ex. engagement – social) 8
  9. 9. search: the factors (content is core) http://www.slideshare.net/randfish 9
  10. 10. authoritative & relevant content required 10
  11. 11. social search: another reason to integrate content+search+social 11
  12. 12. all tactics being equal, whatREALLY makes the difference? 12
  13. 13. content marketing trends• Coca-Cola has committed its • unique content + search + social marketing focus to content marketing, media in combination are powerful an initiative called Coca-Cola 2020. tactics, set to rival traditional display the following video links describe the advertising for budget strategy, video created for internal education • we anticipate efforts & budgets will continue to move in this direction, &• http://youtu.be/LerdMmWjU_E early adopters will receive first to• http://youtu.be/fiwIq-8GWA8 market advantage 13
  14. 14. important Coca-Cola takeaways • create liquid content Jeff Bullas • ensure your content is linked for maximum benefit • create conversations • move onto dynamic story telling • be brave & creative with your content creationhttp://www.business2community.com/content-marketing/5-lessons-from-coca-colas-new-content-marketing-strategy-0125932 14
  15. 15. case studycontent: local store & expert pages social engagement around content and content distribution lifecycle engagement conversion result: 12,000 sales leads in 2 months 15 http://www.marketingsherpa.com/article.php?ident=32120#
  16. 16. content marketing: operations 16
  17. 17. who owns content? (the biggest question in content marketing) 17
  18. 18. in the not-so distant future for many we predict a new role in marketing roles & responsibilities (think pm + journalist) catalog all content manage all content creation, curation, & distribution own content calendars & management tools measure results, arrange adjustments & optimization perform content strategy role inform & coordinate with offline & traditional efforts 18
  19. 19. but today… could it be you? 19
  20. 20. who owns content? (the biggest question in content marketing) 5 steps to developing an integrated content marketing plan 20
  21. 21. 5 steps to developing your integrated content marketing strategy 21
  22. 22. step 1: audience intelligence 22
  23. 23. audience intelligence: search perform deep keyword research to identify “topical” areas of interest categorize areas of interest & develop a brand “taxonomy” commit to topics you can & need to own compare to existing brand platform & inform brand based on findings (bottom up brand planning) 23
  24. 24. audience intelligence: social take topical interest points & perform a social media listening campaign use data collected to inform demand around: -content media type -contextual insights -targets for influence building & content distribution -opportunities for direct topical engagement 24
  25. 25. step 2: content audit 25
  26. 26. content audit stepswhat’s your story? what are you about?• catalog all existing content onsite & offsite usingURLs & capturing any related tagging – type: web page, blog post, image, infographic, ..etc. – purpose: position in conversion funnel, specific conversion or desired outcome – targeted audience segment – owner• review for quality, measurable effectiveness, &topical coverage * flag content that requires future adjustment 26
  27. 27. step 3: gap analysis 27
  28. 28. expand topical reach by targeting content & keyword ranking gapsthrough content revision, curation, & creation effortsprioritize keyword targeting by examining the quick-win & convergingopportunities as well as any ranking gaps that may exist based on prioritizedterms.foundation: aggregate all on-and-offline promotional & marketing plans,personas, brand guidelines, & related creative briefs. understand conversionfunnelstep 1: match type of content to persona &/or stage in engagement cycle, &desired goal/outcomestep 2: choose the tone of content based on targeted audience & brandstep 3: plan to adjust & optimize current content according to demandstep 4: plan to create content for missing topics/keywords, & optimize foron-&-off site visibility 28
  29. 29. emarketer survey content types that are most valuable for directly supporting marketing objectives according to B2B & B2C marketing professionals globally *don’t forget infographics!http://blog.geoactivegroup.com/2011/10/why-b2b-content-marketing-is-now-going.html 29
  30. 30. think multi-channel (ex. local content) content drives audiences to your brand & affects every aspect of the decision making process. a geo-targeted content strategy will consider all forms of content, contextual & media-driven. develop a local search strategy built for the future, creating content that targets locations from the top down, while building in a framework for further individual expansion. address the strategic focus of your content, ensuring your brand is visible for how audiences search locally throughout the funnel to maximize relevance & exposure. * other potential uses to consider: onsite, offsite, mobile, international, audience, ..etc. 30
  31. 31. step 4: plan creation 31
  32. 32. content plan creation steps• team identification: identify (draft) full team formally assigning roles & responsibilities, capabilities, & expectations.• production planning: review inputs, identifying & prioritizing content flagged for adjustment, & existing content gaps, by topical significance & potential return, & eventual location (channel). also assign tone & goals for each piece.• activity scheduling & assignment: schedule activity with all in-mind across the entire team planning for adjustment, creation, curation, & distribution. 32
  33. 33. content calendar(s) creationcreate reference documents for content managers, outlining activities,targeted topics, links, outposts, ..etc. these documents will act asguides to keep link & content team members in sync. 33
  34. 34. measurement planning track cross-channel influence & conversion points along the funnelattribution: enable visibility into the key traffic sources, visitorcontexts, & content interactions that define a multi-session visitor-to-value funnelintegration: provide a scalable framework of technology & processesto enable integration of tactical, conversion, & behavioral analytics data 34
  35. 35. step 5: execution & optimization 35
  36. 36. content marketing process Joe Pulizzi 36
  37. 37. resources 37
  38. 38. favorite reference companies, organizations & blogs 38
  39. 39. content marketing world infographic http://blog.junta42.com/2012/02/history-content-marketing-infographic/ 39
  40. 40. BUT SERIOUSLY GET EXCITED! 40
  41. 41. http://laracasey.com/blog/2009/08/05/get-excited-and-make-things-happen/ 41
  42. 42. 42
  43. 43. www.ethology.commike.corak@ethology.com@mikecorakwww.linkedin.com/in/mikecorakwww.slideshare.net/mcorak 43

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