Content Marketing - 12 Types of Content Marketing Tools eBook

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12 Types of Content Marketing Tools
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Content Marketing - 12 Types of Content Marketing Tools eBook

  1. 1. 12 Types of Content Marketing Tools That Go Beyond Your Website
  2. 2. About the AuthorMarcia Kadanoff is the CEO & Founder of OpenMarketing, an online marketing services Marcia Kadanoff, CEO of Open Marketingagency based in San Francisco. In her role, Marcia works with clients ranging fromprofessional service firms to clean technology companies in creating compelling contentand lead-generation campaigns.When she’s not helping clients get found online, Marcia is a frequent contributor tomany tech publications such as Marketing Profs, Clickz, and Mashable. Also, Marcia isrecognized speaker on SEO, marketing automation, and return-on-investment marketing.Previously, Marcia worked as a marketing executive at Apple, as VP of Marketing at SunMicrosystems, and co-founded the largest independent direct marketing agency on theWest Coast Miller/Kadanoff/Huber Direct & Interactive. She has an MBA from Stanfordand a BA from Harvard. But please don’t hold that against her. You can follow her @openmk Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  3. 3. IntroductionOne of the questions we get asked most often starts like this,“OK I think I ‘get’ content marketing and why it works. You publish content aboutyour product or service and – through search and social media – that content getsfound by people who need what you are selling. But what kind of content worksbest?”The short answer is that there are 12 essential types of content you can utilize as part of any contentmarketing plan. Throughout this eBook, our focus will be on content that can extend your brand’s reachbeyond your website or blog. There’s no single type of content that works best for all companies andprospects. The key is having a diverse portfolio of content you can pull from. Publish Publish Choose Choose Diversify Diversify Extend Extend Your Content Content Type Your Portfolio Brand’s Reach Your Content Your Brand’s Content Type Portfolio Reach Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  4. 4. Here are the 12 types of content anda brief run down on each of them1 Videos & Motion Graphics 7 Podcasts2 Webinars & Webcasts 8 Reviews3 Infographics 9 Presentations4 Q&A Content 10 Apps & Tools5 Case Studies & Success Stories 11 Curated Content6 eBooks & White Papers 12 eNewsletters Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  5. 5. 12 Types of Content Marketing Tools That Go Beyond Your Website 5 Videos & Motion emot 1 ion a Graphics le nga gement deo contYes, video belongs in your content plan, but not for the reasonsyou think. We hesitate to create video with the intent to “go viral.” th vi enInstead, we typically recommend to our clients that they use wi t ingvideo early on to create awareness. After all, no other mediumengenders emotion the way video does. marketConsider this video – actually properly speaking this is an exampleof motion graphics – from a Palo Alto-based start up calledWealthFront. Here, the company’s objective was to attract a world-class designer to their team:http://www.wealthfront.com/designerwantedThis video did not go viral but it did get seen by almost everyonein their target market (web/UI designers in the Bay Area). There’s apony in there folks. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  6. 6. 12 Types of Content Marketing Tools That Go Beyond Your Website 6 Webinars & To see a video of the webinar, click here. This webinar wasn’t your 2 usual talking heads. What we have here is Scott Abel (who blogs as The Content Wrangler) and Val Swisher (CEO of Content Rules) with Webcasts the Grammar Girl herself Mignon Fogarty.Tired of webinars? Well so are we. We thought this was an old warhorse worth retiring until recently when we fielded a webinarthat saw 1500 people (!) sign up to learn more about grammar.That’s right–Grammar.Tips For Appealing Webinars 1 Avoid talking heads. Make the webinar appeal to your prospect by focusing not on 2 your objectives but on the types of problems your prospects are facing that your product or service can solve. Don’t go at it alone. Consider reaching out to your favorite 3 blogger or pundit and ask them to act as the MC, with your brand acting as the sponsor. And remember, no one ever bought anything because you 4 bored them to death. Webinars should be informative, educational, and perhaps even entertaining. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  7. 7. 12 Types of Content Marketing Tools That Go Beyond Your Website 7 Infographics 3 I have a confession to make: I have a love/hate thing going on with infographics right now. On the one hand, I love ‘em. Done well infographics will drivea ton of traffic to your website. How this happens is through thevelocity of shared links – I share a link to an infographic with youover Twitter, you find the infographic useful and retweet it, andthis behavior repeats itself hundreds, thousands, or millions oftimes.Now Here’s Where the Hard Part Comes InInfographics are… well graphics. So if you make yours compelling, itwill get picked up and showcased on sites like Cool Infographics orGOOD. This sounds like a good thing until you realize that everyoneis sharing links that reference back to coolinfographics.com and Sourcenot your site. So whose traffic are you driving here? (This question http://awesome.good.is/transparency/web/1206/the-generation-falls into the Jeopardy category: Traffic Building Initiatives That that-doesn-t-shut-down/flash.htmlDon’t Drive Traffic) To make sure you are driving traffic to the rightplaces, such as your website, always post your infographic with anembed code. Don’t know how to create an embed code? Here’s ablog post that we prepared that can help. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  8. 8. 12 Types of Content Marketing Tools That Go Beyond Your Website 8 Q&A Content 4 Q&A content is found on sites like Quora or in the Answers section of LinkedIn. The content here isn’t Does this content make me look fat? all that sexy (it tends to be all text) and it may not befindable in a search engine like Google. Still, we like Q&A contenta lot, mostly because we know that people who post questionshere tend to be further along in the buying process.Answer the Question!When answering the questions on these sites, make sure youanswer the question (Duh!). People get mighty irritated whenyou try to sell them on “your stuff” prematurely—so don’t. Behelpful, pay it forward, and make it apparent where your product orsolution addresses their needs. Got a great example of a dialoguethat worked for you and one that backfired? We’d love to see it.It’s easy to see the dialogues on Quora and LinkedIn, but it’s notso easy to close the loop and understand how the conversationresulted into a lead or sale. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  9. 9. 12 Types of Content Marketing Tools That Go Beyond Your Website 9 Case Studies & 5 Success StoriesCustomers can’t generalize worth a damn. Which means you aregoing to need multiple case studies, sometimes called “successstories,” for every demographic or business segment you havepenetrated. Ideally, you’ll serve up these case studies in a way thatallows your potential customer to see or experience their problembeing solved through your product or service. A Case Study Without SEO: A Lost Opportunity  Consider this case study on “best design” From Sun Power (not our client). This case study is one of a series by Sun Power presumably designed to speak to a specific benefit. But when we did a search on “best design solar panel” or “best designed solar panel” Sun SERVICE OR SUCCESS Power did not show up on page 1 of the search results. Studies PRODUCT STORY from Optify and others show that 60-70% of buyers aren’t going to get any farther than page one. This is an opportunity lost. Case studies work throughout the buying process but especially during the early stages when the Shows solution to customers’ problems buyer is still trying to define their problem and the products and solutions that can solve them. Make search engine optimization a priority when it comes to case studies.Where Do They Belong?Case studies can be content you place in the media, on your ownwebsite, or behind a web form in which case – to pun terribly – youare using the case study as lead bait. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  10. 10. 12 Types of Content Marketing Tools That Go Beyond Your Website 10 eBooks & White The market research firm Sirius decisions has found that – 6 depending on your category—some prospects will visit your website up to 60 times before making a purchase. For this reason, we use Papers visitor tracking/analytics software to collect data from the prospect each time they visit. We interpret the data in such a way to tell us where the prospect is in the buying process. Some leads areeBooks are what back in the day we called “White Papers.” But in nurtured until they are ready to buy; others are handed off to salestoday’s post-literate age, buyers aren’t going to sit still long enough so they can get involved to answer the prospect’s questions andto read long-form content. eBooks recognize this by re-inventing close the sale.the boring, old White Paper into a fun read. Remember, no oneever bought anything because they were bored to death. Here’s the latest eBook we produced for our client, Content Rules.EBooks can make sense both early and late in the buying cycle SIMPL RUL #6 E E Flabby Content Will Cost You Dearly The buyer is looking to get educated about the category Early and how your product or service can solve their I have said this so many times before: When it That’s real money. If you can trim even 10% of your words, you will start comes to localization, keep your content short and problem. sweet. Mainly short. The sweet part is up to you. to see significant savings: 500,000 – 10% = 450,000 words A savings 450,000 words × 15 ¢/word × 8 languages = $540,000 of $60,000. Why? Because flabby content is expensive to translate. Let’s review the way you pay for The buyer is comparing your product or service to Later others on his or her short list. translation. Translation companies charged by the word/by the language. For example, you need to translate 1,000 words into 8 languages. The average To make your content skinny, remove all needless words. A needless word is any word that does not affect the meaning of the sentence. Here are a few examples of flabby sentences: cost per word is $.15. The math looks like this: • Our so�ware is absolutely the simplest to install. • This so�ware is very easy to install. • It can be seen that the installation is simple.Either way, it makes sense to make eBooks available only AFTER 1,000 words 15¢ per word 8 languages • First, create a new form.your prospect has filled out some kind of form. Another place to trim your copy is to substitute single, simple $1,200 words for phrases. That doesn’t look too bad, does it? But, let’s say you have 500,000 words. For example Instead try Here’s the math: Our software works on a variety Our software works on various of platforms. platforms. 500,000 15¢ per 8 words word languages If you eliminate needless words from over 40 companies. I have found and simplify your writing, your that it is easy to eliminate 10% of the $600,000 readers will have a much easier time words. Often, we can eliminate 20% of understanding your content. Increased the words. The savings really start to comprehension as a side benefit add up. writing skinny copy. So, put your content on a diet. Your I have analyzed over 5 million words wallet will thank you. www.contentrules.com © 2012. Content Rules, Inc. All rights reserved. Download this ebook on Slideshare. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  11. 11. 12 Types of Content Marketing Tools That Go Beyond Your Website 11 Podcasts 7 Your Podcast Podcasts are video or audio programs you can stream ondemand or make available for download. iTunes Spread Podcasts are relatively easy to create and are easy for Store Contentpeople to watch or listen on iTunes.Currently, there isn’t much competition for “shelf space” – if youwant to call it that – for a podcast than there is for an iPhone Clean and Non-Commercial Contentapplication. However, a podcast does have to get submitted and If distribution through iTunes is your goal, you need to keepapproved in much the same manner as an iPhone application. your content clean, have enough technical chops (you’ll need to prepare an RSS feed), and make sure the content you produce isHere’s a great example from Etsy (not our client) called “Handmade not blatantly commercial.Portraits: Alabama Chanin”: Target Buyers with In-Depth Content Produce your podcast targeted buyers later in the buying process who are eager to go in-depth on your product or service. Podcasts are particularly good at delivering what we call “the back story” behind your product or service.Watch this with your eyes closed and you’ll “see” that this podcastworks equally well in audio-only mode. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  12. 12. 12 Types of Content Marketing Tools That Go Beyond Your Website 12 Reviews Here’s an example from Zendesk (not our client). 8 Reviews are the type of content that attract buyers in the later stage of the buying process, when the In switching to Zendesk, weve seen a dramatic spike in customer satisfaction right off the bat. Ryan Riddle, Customer Support Manager, Box buyer is comparing products or services on theirshort list. The best reviews are objective and come from peoplewho are seen as either: 1 2 3 Similar to Someone who has Someone the the buyer expertise that the buyer trusts buyer valuesThink Walter Mitte (everyone’s favorite “everyman”), WalterKohn (the Nobel-Prize-winning chemist) or Walter Mossberg(Principal Tech Columnist of All Things Digital in the Wall StreetJournal). If you can’t get reviews from one or more of the “Walters”then go for another “W” with the “wisdom of crowds” approach.Basically, this means getting a lot of reviews and making most ofthem positive. This works if the review is short but as we’ve all seen before,Effective Review Placement some reviews are quite hefty. If you have a longer review such asReviews can be used on your own site. Often we place excerpts an analyst report, handle it the same way you’d handle an eBook:from the best reviews on landing pages because testing shows that put the review behind a form and make the download somethingthis placement lifts response by as much as a full percentage point. you can leverage to generate leads. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  13. 13. 12 Types of Content Marketing Tools That Go Beyond Your Website 13 Presentations Slideshare and Optimization 9 Business-to-business buyers and consumers who are making a considered purchase will troll We recommend that companies set up a channel on Slideshare to house presentations previously given at trade shows and other industry events. By doing this, Slideshare will not only optimize your content for organic search but will drive additional traffic to the web looking for information to aid them in the your website due in part from the slide hosting service’s 60 millionbuying process. Presentations can help buyers get educated about monthly unique visitors. In the end, you get findability withoutthe category in early stages of the buying process and understand having a pay a dime for it. One of our friends calls this “marketingyour product and services and what it can offer at later stages. using other people’s money”. Bigger Audience Optimize Content Drive Traffic Increase Findability Marketing Using Other People’s Money Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  14. 14. 12 Types of Content Marketing Tools That Go Beyond Your Website 14 Apps & Tools The Tool’s Purpose 10 The Wealthfront tool is for people working at startup companies who have just gone public and need to diversify out of their company’s stock. The idea is to bring people to the tool so as Apps & Tools are often used early in the buying to acquaint them with the need to diversify out of their own process when the buyer is not yet aware they company’s stock. Notice how the Wealthfront is pretty low-key have a problem. A great example of this can be found when presenting its service as the solution to the buyer’s problem.at Wealthfront, a company we talked about earlier when we This is intentional. If you are too commercial at this stage of yourdiscussed videos. relationship with the prospect you risk turning them off. Post-IPO Stock Simulator EMBED Google IPO Date: 19 Aug 2004 IPO Price: $85 By Wealthfront Going Above and Beyond $700K Stock value if never sold Reach out to bloggers and get them to write about your tool or Strategy A $600K Sell 10% each quarter for 10 application. quarters $500K Allow Bloggers To Embed Strategy B Sell 10% of the remaining shares Even better, do the extra work to $400K each quarter 10% solid for $55K make your application a widget, Value $300K Strategy C so it can get embedded on the Sell 50% up front and 10% each of Stock Stock blogger’s website. quarter thereafter at IPO: $200K Strategy D $100K Sale Proceeds Sell all immediately post-lockup $100K Proceeds earn: $0K 6% per year S O N D J F M A M J J A S O N D J F M A M J J A S12/18/06 A M J J A O F M 2004 2005 2006 2007 Selling Permitted Note: This simulation cannot predict or guarantee the performance or outcome of any pending or future IPO. Selling Prohibited Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  15. 15. 12 Types of Content Marketing Tools That Go Beyond Your Website 15 Curated Content Share-Worthy Organized Content 11 Take a bunch of blue objects, carefully collect them, and organize them into a pinboard on Pinterest called “azure” and what have We were thinking Pinterest when we created this you done? Created an entirely new form of content worthy of category although there are many other forms of sharing. curated content we could talk about. For those of younot familiar with Pinterest, this is a newish site where you can While curated content could fit almost anywhere in the buyingcreate a pinboard of visuals and make them available to others process, we think that Pinterest specifically works well early on toin the Pinterest community. The site has experienced skyrocket create awareness. This is especially true for products or servicesgrowth and has come out of nowhere to become one of the 3 or 4 with a visual component and/or with a strong appeal to Pinterest’slargest web properties in the US. primarily female demographic. A longer discussion of Pinterest is available on the “Open Parachute”, OpenMarketing’s blog. What happens when you pin content and organize it into a pinboard on Pinterest? “Pin It” to a Board Share it with the community Find similar content Organize content Community “Likes” & “Repins” Create Awareness Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  16. 16. 12 Types of Content Marketing Tools That Go Beyond Your Website 16 eNewsletters 12 Does anyone read email newsletters anymore? Is this still a valid form of content? Yes and yes. eNewsle er Every single one of our clients uses email and everysingle one of them generates more leads the day we drop an email Clickthrough Linknewsletter and for a handful of days afterwards.Readership DevelopmentOnce a month seems to be the minimum frequency required to Direct traffic tostay top-of-mind with most customers and prospects. One of our your websiteclients – the naming firm Eat My Words – gets terrific results froman emailing that goes out 3-5x per year tops. However, this is morethe exception to the rule. User Friendly Design Make your eNewsletter design easy to skim with links that direct Mailing Frequency Buying Cycle people back to long-form content on your website. There can be links that take people offsite, but the majority should direct traffic to your website. Make Sure They Match Turn Customers Into Advocates E-mail works to keep you top of mind with prospects and existing customers, throughout the buying cycle as well as afterwards, when you want to turn customers into advocates and evangelists for yourMailing Frequency brand.Consider the category. A lot of companies need naming but notvery many companies need naming services 1X per month. So a Keep Track of the Resultsfrequency of 3-5X per year may work well precisely because it better To measure results, you are going to need some kind of visitormatches the buying cycle. tracking and analytics software that goes beyond Google Analytics to support inbound marketing and/or marketing automation. Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  17. 17. LearnMore Get More Leads. Accelerate Sales. Go beyond your website with content marketing + inbound marketing. Website Facebook E-mail openmarketing.com facebook.com/openmk getleads@openmarketing.com Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.
  18. 18. Resources1 Designer Wanted2 The Content Wrangler • Content Rules • Grammar Girl3 Cool Infographics • GOOD • How To Create Embed Code For Your Infographic4 SunPower is Good for the Planet and the Blackwood Family’s Pocketbook6 8 Simple Rules to Globalize Your Content Now7 Handmade Portraits: Alabama Chanin10 Strategies for Selling Your Stock Post-IPO11 Where does Pinterest fit in your content marketing strategy? Share This eBook www.openmarketing.com | 415.578.7060 © 2012. Open Marketing Solutions, LLC. All rights reserved.

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