The follow-on presentation to the ABCs of Content Marketing (A-M), providing stats, trend, tips and examples for how to improve your content marketing.

1. The ABCs
Of Content
Marketing (N-Z)
Dana Larson
@danamlarson

2. Welcome to the follow-on presentation to
The ABCs of Content Marketing (A–M)
ENJOY!

3. N
NIGHTMARES
BREED IDEAS
O
OWN YOUR
STORY
P
PREFERENCE
CENTERS
ROCK
Q
QUALITY
OVER
QUANTITY
R
REINFORCE
ON THE
SECOND
SCREEN

4. Think of what keeps you up at night.
Likely, that’s what concerns your
audience, too.
Address it. Discuss it in forums.
Create content that offers solutions.
N
NIGHTMARES
BREED IDEAS

5. Research1 shows that we
remember stories over facts and
figures. No one knows your story
like you do.
Hone it and use it to influence
your audience.
O
OWN
YOUR
STORY
1 http://women2.com/2013/05/07/the-power-of-stories/#sthash.Uwv0VwqN.dpuf

6. Ask users what content they what
to see and how often.
Improve your targeting and
reduce unsubscribes.
P
PREFERENCE
CENTERS
ROCK

7. P
PREFERENCE
CENTERS
ROCK

8. Q
QUALITY
OVER
QUANTITY
59% indicated that bad grammar and
spelling mistakes would prevent them
from making a purchase from a
website because they wouldn’t trust
the company to provide good service2
59%
2 Global Lingo, Research Report, November 2013

9. Now that 92% of millennials
consider their smartphone
their primary Internet device3
your content strategy must be
more fluid than ever before.
R
REINFORCE
ON THE
SECOND
SCREEN
3 Adobe http://blog.2060digital.com/primary-device-switches-from-desktop-to-mobile-digital-strategy

10. R
REINFORCE
ON THE
SECOND
SCREEN
4 http://www.businessinsider.com/second-screen-viewing-nielsen-2014-2
Nielsen reports
that 84%
smartphone and
tablet owners use
their devices
while they watch
television4
Follow the lead of
the White House
and tweet
excerpts and
images of your
“big screen”
content.

11. S
SEO MATTERS
T
TESTING 1-
2-3
U
USER-
GENERATED
CONTENT IS
REAL
V
VIDEO,
VIDEO,
VIDEO

12. Google rewards pages that are
focused on a topic and that are
media rich. In essence, good
content. Yay!
Just be sure to get the metadata
right, and you’ll be golden.
(See next slide)
S
SEO
MATTERS

13. S
SEO
MATTERS:
METADATA

14. Go beyond A/B testing and test
more types of content across
more channels.
Use the insights to get closer to a
truly, personalized experience.
The more you know…
T
TESTING 1-
2-3

15. Keep it real with user-generated
reviews, pictures, videos, and
survey results.
Users will be more engaged
and feel more connected to
your brand.
U
USER-
GENERATED
CONTENT IS
REAL

16. U
USER-
GENERATED
CONTENT IS
REAL

17. V
VIDEO,
VIDEO,
VIDEO
50%
Online video now
accounts for 50% of
all mobile traffic.
55%
55% of people
watch videos online
every day.
78%
78% of people
watch videos online
every week.
5 http://blog.hubspot.com/marketing/video-marketing-statistics

18. V
VIDEO,
VIDEO,
VIDEO
Everything is better with video.
From tweets to blog posts.
Use video to bring clarity to your
“how to” instruction, feeling to
your greetings, and detail to your
designs.

19. V
VIDEO,
VIDEO,
VIDEO

20. X
eXPAND
YOUR
SOCIAL
STRATEGY
Y
YAY! VISUAL
CONTENT
Z
ZOMBIES
BEWARE!
W
WHY
RELEVANCY
IS KING

21. 79% of U.S. buyers
said that vendors’
level of relevant
content affects their
likelihood to make
the shortlist.6
W
WHY
RELEVANCY
IS KING
79%
5 http://info.idgconnectmarketers.com/content-relevance-2014

22. Investing in content isn’t enough.
66% of technology buyers feel that
digital content needs to be more
aligned with organizational
objectives and relevant to the
decision-making process.6
W
WHY
RELEVANCY
IS KING
5 http://info.idgconnectmarketers.com/content-relevance-2014

23. X
eXPAND
YOUR
SOCIAL
CHANNELS
6 http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

24. Think outside the social media box
and include the fastest-growing
channels in your strategy.
Capture new audiences, extend
the engagement with current
users, tell stories in new ways.
X
eXPAND
YOUR
SOCIAL
CHANNELS

25. Research
7
shows that
social media
posts with
images drive
180% more
engagement.
Y
YAY! VISUAL
CONTENT
7 https://www.semrush.com/blog/5-ways-to-incorporate-visuals-into-your-content-marketing-strategy/

26. Don’t treat your audience like
zombies.
Personalize content. Develop a
dialog. Grow a community. Create
brand loyalists. Be consistent and
follow through on promises.
Z
ZOMBIES
BEWARE!

27. www.extractable.com
612 Howard Street, 4th Floor
San Francisco, CA 94105
415.426.3600
Thank you