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nick westergaard | branddrivendigital.com
ContentHow Effective Content Fuels Social Media Marketing and Drives Business
#UIMKTG
@nickwestergaard
unpacking the “serving men”
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?
conversations 

& Content
what is social media?
jay baer
Content is fire. Social media is the gasoline.”“
how content fuels social media
‣ What Is Content?
‣ The Business of Content Marketing
‣ How to Create Content
‣ Examples of Effective Content Marketing
‣ Measuring Content and More
What Is Content?
1
content
noun
1. usually ‘contents’: the contents of a box
2. something that is to be expressed through some medium, as speech,
writing, or any of various arts: a poetic form adequate to a poetic content.
3. significance or profundity; meaning: a clever play that lacks content.
4. substantive information or creative material viewed in contrast to its
actual or potential manner of presentation: publishers, record companies,
and other content providers; a flashy Web site, but without much content.
5. that which may be perceived in something: the latent versus the manifest
content of a dream.
joe pulizzi
Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience with the objective of driving
a profitable customer action.”
“
‣ Blogs
‣ Videos
‣ White papers
‣ eBooks
‣ Case studies
‣ Print magazines
‣ Webinars
‣ Presentations (“Slide Docs”)
‣ Newsletters — email & print
‣ Miscellaneous content (annual reports, FAQs)
‣ Infographics
‣ Memes
when we say content we mean …
80%of marketers use content marketing —
across B2c, b2b, and non-profit sectors
Source: Content Marketing Institute
74%of those same marketers across sectors
are producing more content Year on year
Source: Content Marketing Institute
So what?What’s so great about content?!?
The Business of 

Content Marketing
2
eric schmidt
Every two days we create as much
information as we did from the dawn of
civilization up until 2003.”
“
TWICEas much content as they were 

just a few years ago
average consumer now seeks out
Source: Google Zero Moment of Truth (zeromomentoftruth.com)
Source: zeromomentoftruth.com
zero moment in detail
good content can help with …
‣ Branding
‣ Community building
‣ Public relations
‣ Market research
‣ Customer service
‣ Leads and sales
so what makes
good content?
good content is
grounded in strategy
good content
solves problems
good content has the power to
humanize your brand
good content means
brands are now publishers
good content is both
business centric 

+ customer Aware
80%of marketers use content marketing —
across B2c, b2b, and non-profit sectors
Source: Content Marketing Institute
again,
74%of those same marketers across sectors
are producing more content Year on year
Source: Content Marketing Institute
and …
50%of those same marketers across sectors
lack a documented content strategy
but … over
Source: Content Marketing Institute
How to Create Content
3
good content is both
business centric 

+ customer Aware
strategy
like everything, 

effective content marketing starts with
why are you doing this?
‣ Branding
‣ Community building
‣ Public relations
‣ Market research
‣ Customer service
‣ Leads and sales
why are you using content? (B2B)
Source: Content Marketing Institute
why are you using content? (b2c)
Source: Content Marketing Institute
why are you using content? (Non-profit)
Source: Content Marketing Institute
audience
with a business strategy defined, 

now we can focus on the
audience considerations
‣ Target — Who are they?
‣ Format — What can you produce to help them?
‣ Channel — Where is your audience?
‣ Purpose — What are you trying to get them to do?
‣ Point — What action do you want them to take?
define your audience, Target with personas
Source: http://www.branddrivendigital.com/using-personas-to-define-who-i-blog-for/
focus on what they need help with
What do they need help with? Ask them
Source: Pivot/Brian Solis
where are they? distribute there
Source: Content Marketing Institute
72%of marketers are paying to promote content
— across B2c, b2b, and non-profit sectors
Source: Content Marketing Institute
what do you want them to do? Make it easy
consistency is key

A schedule builds expectations for
both the audience & the business
challenges
now that your content is business centric 

& customer aware, it’s time to overcome top
a scan of the top challenges
Source: Content Marketing Institute
creating consistent, 

Engaging content 

on a budget
summary of challenges:
CONTENT HACKS 
THAT BELONG IN EVERY MARKETERS’ TOOLBOX
4
1
relentlessly repurpose
2
utilize historical content
3
curate content
4
user-generated content
user generated tip: Make it easy, provide props
Examples of Effective 

Content Marketing
4
what are you using most? (b2b)
Source: Content Marketing Institute
what are you using most? (b2c)
Source: Content Marketing Institute
what are you using most? (Non-profit)
Source: Content Marketing Institute
45%of marketers say blogging is the #1 most
important piece of their content strategy
Source: Social Media Examiner
blogging
blogging
blogging
marcus sheridan
I used to see my company as a ‘pool
company.’ Today I see my business as a
content marketing company. My entire goal
is to give more valuable, helpful, and
remarkable content to consumers than
anyone else in my field.”
“
21%of americans listen to podcasts. 

The same number of Americans listen to
podcasts and use Twitter.
Source: Edison Research
podcasting
1.8xmore likely to purchase than non-viewers
shoppers who view video are
Source: Adobe
smaller servings of video
white papersare the most influential on purchase decision
and the most shared among b2b consumers
Source: Demand Gen
ebooks & white papers = lead gen
the difference between …?
By Jeremiah Owyang and Charlene Li
with Christine Tran and Andrew Jones
Based on data from 140 global corporate buyers of social business
!
!
!
How Corporations Should
Prioritize Social Business
Budgets
Corporations must budget spending based
on their maturity level.!
February 10, 2011
75%of marketers are using content to drive email
subscriptions — across B2c, b2b, and non-profit sectors
Source: Content Marketing Institute
email newsletters
28%higher open rate for marketers using both email
marketing and social media
Source: Vertical Response
don’t forget

webinars, FAQs, annual reports,
and other miscellaneous content
annual reports
smaller, visual content
curated social content
Measuring Content 

and More
4
content measurement
‣ Blogs — subscribers, site traffic (Google Analytics), inbound
links, comments, shares
‣ Podcasts — subscribers, reviews
‣ Photos/Videos — views, likes, thumbs up, favorites
‣ eBooks/White Papers — downloads, shares (bit.ly)
‣ Webinars — sign-ups, attendees
jason falls
Without content you don’t exist.”“
TIME
AMOUNT OF CONTENT
Content Production Content Consumption
Source: businessesgrow.com
the future: Content Shock
more isn’t always better. sometimes
more is just more.
key take-aways
‣ “Content is fire, social media is gasoline” – Jay Baer
‣ Good content is business centric and customer aware
‣ Content requires both a business strategy and audience strategy
‣ “Content Shock” — More content isn’t always better
more content resources
next up: Working the plan
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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