Create Something
Remark[et]able
How to do good content marketing

#remarketable @mdurwin
Michael
Durwin
Engine
East

Who
am i?

Digital Strategist
Early Adopter
Designer
Former Social Media
Club Secretary
Creati...
What

is content marketing?
Content Marketing
Wikipedia: any marketing format that involves the
creation and sharing of media and publishing content i...
Content Marketing
hard sell + (boring/vague)
Paid

Value + (entertaining/informative)
Free
What Is Content?

Blog Posts
Articles
Videos
Infographics
eBooks
Digital Magazines
Website Copy
Product Descriptions
Podca...
Where to Put Content?

Your Blog
Your Website
Other Blogs
Partner Websites
Facebook
LinkedIn
YouTube
Twitter
Google Plus
P...
Content Marketing
Does Not Try To:
Content Marketing
Does Not Try To:

Convert Customers Directly
Content Marketing
Does Not Try To:

Acquire Leads Directly
Content Marketing
Does Not Try To:

Make Sales Directly
Content Marketing
Does Try To:
Content Marketing
Does Try To:

Create Familiarity
Content Marketing
Does Try To:

Build Trust
Content Marketing
Does Try To:

Establish Credibility
Content Marketing
Does Try To:

Increase Likability
Quality Indicators
Social Scores

Likes
+1s
Subscribes
Shares
Comments
Votes
Retweets
Links
Views
Mentions
Clicks
Download...
High Quality & Popular
Content
Quality Indicators/Social Scores =
Website Visits & Search Engine Rankings
Creating
Content
Creating
Content
Content Marketing
Is Not New
John Deere
1895

Michelin Guides
1829

Guinness Book of
World Records
1955
It Just Looks
Different Now
It Just Looks
Different Now
It Just Looks
Different Now
It Just Looks
Different Now
It Just Looks
Different Now
Why
use content marketing?
61%

of consumers are more
likely to buy from a
company that delivers
custom content.

Custom Content Counsel
Companies with
active blogs
receive

97%
More leads

Ziff-Davis
20%

of users’ time is spent
surfing the Internet on
content-led websites.

The CMA
25 min

Marketing
Viewership

:30 sec

:08 sec

:30 sec

The CMA
How
marketers are doing content marketing right & wrong
Companies with
less than 10
employees spend

42%

of their
marketing
budget on
content.

Content Marketing Institute & Mar...
78%

of CMOs believe
content marketing
is the future

Hanleywood Business Media
50%

have a content
marketing
strategy

Hanleywood Business Media
Desired Content
Brands vs. Consumers

Pandemic Labs

Consumers
Brands
Examples
marketers doing it right
Office Max
Game

Year 1: 36 million visits, 11 million elves shared
Centers for Disease Control
eBook

Web traffic
increased 10x
Twitter following
increased 100x
Cost: $0
Boston Technologies
Landing Page & eBook
Landing page with eBook
download
5000% increase in leads
8 man hours, $0, 3 years...
Star Trek
Facebook
Star Trek
Facebook

X
5,333,442 potential Likes
2,886,724 potential comments
Tips
to improving your content marketing
Content
Formula
SelfPromotion

Quality
Content
Tip 1
Leverage
A) spread a single bit of content over multiple
content forms: tweets, infographics, images
B) test content...
Tip 2
Infographics
A)
B)
C)
D)

use credible sources
create a blog post around your infographic
promote with a press relea...
Tip 2b
Infographics
A. submit to infographic aggregators:
dailyinfographic.com
coolinfographics.com
infographicsshowcase.c...
Tip 3
Video
A) get a smartphone & video editing apps
B) publish on YouTube, Vine, Instagram, Facebook,
Pinterest
C) use sc...
Tip 4
Images
A) a picture is worth 1000 words, say more with
less
B) ALWAYS include an image with a SoMe post or
blog
C) N...
Tip 5
Webinars & Slide Decks

A) Owning PowerPoint doesn’t make you
a designer
B) use interesting titles
C) use provocativ...
Tip 6
Articles & Blog Posts

A)
B)
C)
D)
E)
F)
G)

don't overuse keywords
use provocative titles
reference your other blog...
Why
you should be doing more visual content
videos and
images in
press releases
increases
views by

45%
PRNewswire
Videos
Are

10x
Pandemic Labs

more likely to
be shared
than links
94%

Add images to an
article to increase
viewing by

Skyword
Images
Are

5x
Pandemic Labs

more
popular than
links
videos on landing
pages increased
conversions by

86%

Content Marketing Institute
Website
traffic
increased

12%
Google Insights

when
infographics
are added
Images are processed

60,000x
faster than text

3M Corporation/McGraw-Hill
Content Consumption
Images vs. Text

50% of the
brain is
dedicated to
visual
information

90% of the
information
transmitt...
Questions
what can I answer for you?
Contact
www.engine-east.com
info@engine-east.com
617.840.2618
@mdurwin
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Create Something Remark[et]able: How To Do Good Content Marketing

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Presentation includes an overview of content marketing, why you should be doing it, how to do it well and tips for video, infographics, ebooks, webinars, blogs, images. Also discussed Vine, Instagram, LinkedIn, Pinterest.

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Create Something Remark[et]able: How To Do Good Content Marketing

  1. 1. Create Something Remark[et]able How to do good content marketing #remarketable @mdurwin
  2. 2. Michael Durwin Engine East Who am i? Digital Strategist Early Adopter Designer Former Social Media Club Secretary Creative/UX Director Google Glass Explorer Web-Mobile-Print-Video-Social Clients: HBO Microsoft GMC Disney ESPN Amazon ABC Fidelity J Jill Comcast Press: CNN MSNBC Reader’s Digest Mashable AMEX Open Forum
  3. 3. What is content marketing?
  4. 4. Content Marketing Wikipedia: any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Synonym: inbound marketing
  5. 5. Content Marketing hard sell + (boring/vague) Paid Value + (entertaining/informative) Free
  6. 6. What Is Content? Blog Posts Articles Videos Infographics eBooks Digital Magazines Website Copy Product Descriptions Podcasts Newsletters White Papers Research Reports Webinars Slideshows Case Studies Reviews Images Games Memes
  7. 7. Where to Put Content? Your Blog Your Website Other Blogs Partner Websites Facebook LinkedIn YouTube Twitter Google Plus Pinterest Instagram Podcasts App Store Flickr Press Releases Newsletters Dribbble Live Events Publications
  8. 8. Content Marketing Does Not Try To:
  9. 9. Content Marketing Does Not Try To: Convert Customers Directly
  10. 10. Content Marketing Does Not Try To: Acquire Leads Directly
  11. 11. Content Marketing Does Not Try To: Make Sales Directly
  12. 12. Content Marketing Does Try To:
  13. 13. Content Marketing Does Try To: Create Familiarity
  14. 14. Content Marketing Does Try To: Build Trust
  15. 15. Content Marketing Does Try To: Establish Credibility
  16. 16. Content Marketing Does Try To: Increase Likability
  17. 17. Quality Indicators Social Scores Likes +1s Subscribes Shares Comments Votes Retweets Links Views Mentions Clicks Downloads Plays
  18. 18. High Quality & Popular Content Quality Indicators/Social Scores = Website Visits & Search Engine Rankings
  19. 19. Creating Content
  20. 20. Creating Content
  21. 21. Content Marketing Is Not New John Deere 1895 Michelin Guides 1829 Guinness Book of World Records 1955
  22. 22. It Just Looks Different Now
  23. 23. It Just Looks Different Now
  24. 24. It Just Looks Different Now
  25. 25. It Just Looks Different Now
  26. 26. It Just Looks Different Now
  27. 27. Why use content marketing?
  28. 28. 61% of consumers are more likely to buy from a company that delivers custom content. Custom Content Counsel
  29. 29. Companies with active blogs receive 97% More leads Ziff-Davis
  30. 30. 20% of users’ time is spent surfing the Internet on content-led websites. The CMA
  31. 31. 25 min Marketing Viewership :30 sec :08 sec :30 sec The CMA
  32. 32. How marketers are doing content marketing right & wrong
  33. 33. Companies with less than 10 employees spend 42% of their marketing budget on content. Content Marketing Institute & Marketing Profs
  34. 34. 78% of CMOs believe content marketing is the future Hanleywood Business Media
  35. 35. 50% have a content marketing strategy Hanleywood Business Media
  36. 36. Desired Content Brands vs. Consumers Pandemic Labs Consumers Brands
  37. 37. Examples marketers doing it right
  38. 38. Office Max Game Year 1: 36 million visits, 11 million elves shared
  39. 39. Centers for Disease Control eBook Web traffic increased 10x Twitter following increased 100x Cost: $0
  40. 40. Boston Technologies Landing Page & eBook Landing page with eBook download 5000% increase in leads 8 man hours, $0, 3 years ago
  41. 41. Star Trek Facebook
  42. 42. Star Trek Facebook X 5,333,442 potential Likes 2,886,724 potential comments
  43. 43. Tips to improving your content marketing
  44. 44. Content Formula SelfPromotion Quality Content
  45. 45. Tip 1 Leverage A) spread a single bit of content over multiple content forms: tweets, infographics, images B) test content effectiveness C) survey customers about preferred content format D) repurpose and repackage assets and data
  46. 46. Tip 2 Infographics A) B) C) D) use credible sources create a blog post around your infographic promote with a press release break into screenshots for Twitter, Instagram, Facebook, LinkedIn, Pinterest then link back to blog post E) schedule multiple SoMe posts F) no designer to agency? Use visual.ly, Infgr.am, Piktochart G) submit to StumbleUpon, Delicious, Reddit, or Digg
  47. 47. Tip 2b Infographics A. submit to infographic aggregators: dailyinfographic.com coolinfographics.com infographicsshowcase.com submitinfographics.com infographicsarchive.com visual.ly infographicjournal.com
  48. 48. Tip 3 Video A) get a smartphone & video editing apps B) publish on YouTube, Vine, Instagram, Facebook, Pinterest C) use screenshots to promote on sites that don't show video thumbnails D) start with HD and scale down E) don't forget the music
  49. 49. Tip 4 Images A) a picture is worth 1000 words, say more with less B) ALWAYS include an image with a SoMe post or blog C) NEVER use images from Google image search D) get a Flickr account and learn about Creative Commons licensing E) ALWAYS include image attribution F) use search relevant file names
  50. 50. Tip 5 Webinars & Slide Decks A) Owning PowerPoint doesn’t make you a designer B) use interesting titles C) use provocative images D) choose soft sell over hard sell E) create value through problem solving F) don't be afraid to advertise
  51. 51. Tip 6 Articles & Blog Posts A) B) C) D) E) F) G) don't overuse keywords use provocative titles reference your other blog posts and other blogs with links include contact info in articles use images don't forget the subscribe button make sure your site/blog allows sharing and comments
  52. 52. Why you should be doing more visual content
  53. 53. videos and images in press releases increases views by 45% PRNewswire
  54. 54. Videos Are 10x Pandemic Labs more likely to be shared than links
  55. 55. 94% Add images to an article to increase viewing by Skyword
  56. 56. Images Are 5x Pandemic Labs more popular than links
  57. 57. videos on landing pages increased conversions by 86% Content Marketing Institute
  58. 58. Website traffic increased 12% Google Insights when infographics are added
  59. 59. Images are processed 60,000x faster than text 3M Corporation/McGraw-Hill
  60. 60. Content Consumption Images vs. Text 50% of the brain is dedicated to visual information 90% of the information transmitted to the brain is visual 65% of the population are visual learners 3M Corporation
  61. 61. Questions what can I answer for you?
  62. 62. Contact www.engine-east.com info@engine-east.com 617.840.2618 @mdurwin

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