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The Content Marketer's Toolbox

Oct. 21, 2012
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With the growing alignment of search and social strategies, another marketing concept has emerged to connect how users engage with brands online: content marketing. As simple as it may sound, successful content marketing requires a strategic mix of planning, research, and execution, as well as proper tracking and measurement to convey the return on investment.

This presentation takes a big-picture look at the content marketing process and dives deep into the specific content marketing tools and tactics that can lead to gains in SEO and social media, setting a brand apart for years to come.

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The Content Marketer's Toolbox

  1. 1. The Content Marketer’s Toolbox Monique Pouget | @MoniqueTheGeek Content Track | Ballroom E Thunder SEO
  2. 2. First Off, Who Am I? Name: Monique Pouget Twitter: @MoniqueTheGeek Title: Director of Content LinkedIn: linkd.in/mpouget Marketing Read My Posts: Blog Company: Thunder SEO
  3. 3. [VIA]
  4. 4. [VIA]
  5. 5. [VIA]
  6. 6. [VIA]
  7. 7. [VIA]
  8. 8. [VIA]
  9. 9. TOOLS!
  10. 10. STRATEGY
  11. 11. [VIA] [VIA]
  12. 12. Building Your Content Strategy LISTEN to the stories and status updates that are being shared socially.
  13. 13. Building Your Content Strategy RESEARCH content that is performing well in your competitive space. http://pinterest.com/source/YOURWEBSITE.com/
  14. 14. Building Your Content Strategy IDENTIFY influencers by searching Twitter bios for industry topics and keywords.
  15. 15. Building Your Content Strategy Analyze Twitter profiles to DISCOVER links shared, Retweets and authority.
  16. 16. Managing a Content Team Create a PLAN with assignments, audiences and deadlines, and stick to it.
  17. 17. Managing a Content Team Define KPIs and use the right metrics to TRACK your content’s success. Original URL: http://www.beerblogpost.com Campaign Source: Newsletter Campaign Medium: Email Campaign Name: IPApost Final Tracking URL: http://www.beerblogpost.com/?utm_source=Newsletter&utm_medium=Email &utm_campaign=IPApost
  18. 18. Managing a Content Team Define KPIs and use the right metrics to TRACK your content’s success.
  19. 19. Managing a Content Team Find a way to COLLABORATE seamlessly with your Content Team.
  20. 20. Managing a Content Team Find a way to COLLABORATE seamlessly with your Content Team.
  21. 21. Visualizing Your Content PRESENT content in a meaningful way that inspires engagement.
  22. 22. Visualizing Your Content PRESENT content in a meaningful way that inspires engagement.
  23. 23. Promoting Your Content Discover ways to get more EYEBALLS on your content.
  24. 24. Monitoring Your Content Performance Gather RESULTS and share them with your team.
  25. 25. Thank You! @MoniqueTheGeek monique@thunderseo.com www.thunderseo.com/blog http://bit.ly/ContentToolsOMS

Editor's Notes

  • Panda forced us to stop thinking like this…
  • Educational resources.
  • Inspiring women to make create their dreams.
  • Content Marketing happens everywhere.
  • Look at all of the opportunities we have!
  • Content is just content. How it’s promoted is the strategy. I’ve seen bad content do well and great content do badly – because of strategy. That’s where “Content Marketing” comes in to play.
  • Social research.
  • Competitive research.
  • Influencer research.
  • Once you’ve identified influencers, drill down even further. What do they share? Who do they connect with socially? What is their “authority” on Twitter?
  • Make a content calendar and stick to it.
  • Here’s how you’d set up a basic URL with UTM parameters.
  • You can see the data from UTMs in Google Analytics under “Traffic Sources” and “Campaigns.”
  • We love Trello, including the ability to assign, attach files and Google Docs, collaborate, and see everything in one place.
  • Find the hue that’s right for you.
  • Storify is a great way to pull together content from all over the social web from sources like Instagram, Twitter, YouTube and blogs. You can embed the stories in blog posts, notify anyone that’s been quoted in your story, and add future timely updates to the story too.
  • Quipol is social poling that you can embed in blog posts and web pages.
  • Zemanta positions your content in front of active bloggers using their blog publishing assistant and makes it easy for bloggers to quickly link to your posts and images with one click. MuckRack helps you easily find journalists talking about your company, competitors and industry in real time. GroupHigh indexes over millions of blogs every day and provide clients with a custom blog search engine. After finding the bloggers, it automates the research and gives you a place to track communication.

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