Remarkable Content for AMA New Orleans, Nov 2014

•Download as PPTX, PDF•

0 likes•503 views

From Audit to Revenue – Content Marketing Tips, Tricks & Ideas Discovered, Created and Stolen The one repeated demand, common to us all, is the cry for more content. More content will solve all ills, right? Sales needs this, customer service wants that, marketing needs more of something else. Balderdash – more web pages or more product data sheets are not the answer. Content marketing is not about volume, it is about having the right content, at the right time, in front of the right audience and connecting with that audience and driving a satisfactory result for you and them. In this presentation we’ll look at what is working for organizations like yours; the tips, tricks and ideas that have changed approaches to content development, tactics, execution and ultimately driven success. From the nitty-gritty of a content audit to what marketers consider effective today, we packed a lot into this American Marketing Association New Orleans lunch on November 20th 2014.

Marketing

© 2012 NetIQ Corporation. 1 All rights reserved.

© 2012 NetIQ Corporation. 2 All rights reserved.

@D_Shephard
#AMANOLA
© 2012 NetIQ Corporation. 3 All rights reserved.

0.45%
© 2012 NetIQ Corporation. 4 All rights reserved.

@D_Shephard Build a
bank of evergreen or
deep content that you can
repurpose and recycle
and reuse.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 5 All rights reserved.

© 2012 NetIQ Corporation. 6 All rights reserved.

© 2012 NetIQ Corporation. 7 All rights reserved.

© 2012 NetIQ Corporation. 8 All rights reserved.

© 2012 NetIQ Corporation. 9 All rights reserved.

© 2012 NetIQ Corporation. 10 All rights reserved.

X% of Your Content is Redundant!
© 2012 NetIQ Corporation. 11 All rights reserved.
What do we have?
Why do we have it?
What do we need?
Why do we need it?
What does:
• Google Analytics say?
• Sales say?
• Support say?
• Users say?
• Partners say?
• Prospects say?

© 2012 NetIQ Corporation. 12 All rights reserved.

© 2012 NetIQ Corporation. 13 All rights reserved.

© 2012 NetIQ Corporation. 14 All rights reserved.
Content
That Exists

Plus: Location, Content Type, Buying Stage, GTM, Purpose, Web/Marcom Area,
Comments, Actions, etc. etc.
© 2012 NetIQ Corporation. 15 All rights reserved.

@D_Shephard You
probably have the content
you need. Figure out how to
deliver and integrate it into
the customer experience.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 16 All rights reserved.

© 2012 NetIQ Corporation. 17 All rights reserved.

Attract
Engage
Nurture
Sell
Deliver
© 2012 NetIQ Corporation. 18 All rights reserved.
Unaware
Interest
Established
Problem
Acknowledged
Looking for
Solution

@D_Shephard content can be
aligned with the sales funnel.
Start with an engaging /
inspirational story this will
connect many more people
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 19 All rights reserved.

© 2012 NetIQ Corporation. 20 All rights reserved.

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 21 All rights reserved.
Inc. SEO Content
Google Wants
Content
That Exists

Personas
Define
Objectives
/ Create
Templates
Query
Database
© 2012 NetIQ Corporation. 22 All rights reserved.
Interview
Employees
Interview
Customers
/ Prospects
Publish
Persons

Personas
© 2012 NetIQ Corporation. 23 All rights reserved.

Customer Journey
© 2012 NetIQ Corporation. 24 All rights reserved.

Customer Journey
© 2012 NetIQ Corporation. 25 All rights reserved.

Route Optimization
© 2012 NetIQ Corporation. 26 All rights reserved.

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 27 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 28 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 29 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak /
Atomize This!

Tweak / Atomize This!
© 2012 NetIQ Corporation. 30 All rights reserved.

@D_Shephard Share your
personality and perspective.
People can get information from
Google. They like your content
because they like YOU.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 31 All rights reserved.

Be Interesting…
© 2012 NetIQ Corporation. 32 All rights reserved.
http://www.blacksquid.com.au/packaging.php

Tweak / Atomize This!
© 2012 NetIQ Corporation. 33 All rights reserved.

Tweak / Atomize This!
© 2012 NetIQ Corporation. 34 All rights reserved.

Tweak / Atomize This!
© 2012 NetIQ Corporation. 35 All rights reserved.

© 2012 NetIQ Corporation. 36 All rights reserved.

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 37 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 38 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 39 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 40 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?
Move It
Kill It
Tweak It

Content Target
Audience
Wants
© 2012 NetIQ Corporation. 41 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?
Test It
Move It
Kill It
Tweak It

© 2012 NetIQ Corporation. 42 All rights reserved.

Similar to Remarkable Content for AMA New Orleans, Nov 2014

We are all visual thinkers. 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition. Visual content can help and Slideshare is the perfect place to publish. One of the top 150 sites on the web, Slideshare is not just a repository for your slide presentations. It’s a social channel where you can establish your brand as a thought leader and authority around topics and keywords. With 60 million visitors a month and 3 billion slide views a month (That’s 1140 Slides per second) if you are not publishing content here, you are simply missing opportunities. The presentation below is from a session I recently did at Social Fresh West in San Diego. I pulled together seven essential tactics that successful Slideshare content publishers are using to turn their content marketing efforts up to eleven. Also included are some of the top businesses and brands using SlideShare effectively as part of their overall integrated marketing approach. I chose the theme of Badass because it’s a style that’s understated yet instantly recognizable. Like a chopped Harley or the perfect pair of sunglasses, this style is simple, direct and functional. (Just like a good piece of content should be) Visual language aids in decision making, is more persuasive, and makes a better, longer overall impression than simple text. Quite frankly, visual often kicks texts but in terms of overall views and virality across the social sphere. Who’s ready to get started?

7 Badass Tactics for SlideShare Content Domination

Developing your business idea

Urban League of Greater Atlanta

7 Badass SlideShare Tactics - Jason Miller (Social Fresh WEST 2013)

Social Fresh Conference

The Rise of Content Marketing

WebVisions

Companies are no longer the authority on their business, marketplace and brand—consumers are. That’s why listening to the online conversation to hear what consumers are saying is the new key to success for disruptive innovations, successful product launches, brand positioning and more. Social analytics can help your organization find real-time insights and adopt a new process for delivering innovative products that closely match consumer needs and therefore gain wider acceptance much more quickly. Key Takeaways Listen to Malcolm and learn: What fundamental changes organizations must make to deal with the cultural shift that has transferred power to consumers How social listening makes possible the real-time marketing that consumers now expect Real-world case studies about the process of using social insights to drive product development focused on clearly identified consumer needs

Social Listening – Gateway to Innovation

NetBase Solutions Inc.

Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee

Search Marketing Expo - SMX

Content marketing-summit-southeast 5-7

Skyword Inc.

Marketing your brand on the internet

Urban League of Greater Atlanta

Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

Jason Miller

Examples, techniques, and lessons learned building data products over the last 3 years at LinkedIn. Pete Skomoroch is a Principal Data Scientist at LinkedIn where he leads a team focused on building data products leveraging LinkedIn's powerful identity and reputation data. The talk describes some techniques and best practices applied to develop products like LinkedIn Skills & Endorsements. This was the inaugural UberData Tech Talk, held in SF at Uber HQ.

Developing Data Products

Peter Skomoroch

Beer bloggers

Liz Cable

Marketing your brand on the internet

Marc Parham

Marketing your brand on the internet

Marc Parham

Marketing your brand on the internet

Marc Parham

The Sophisticated Marketer's guide to LinkedIn

LinkedIn Singapore

The Sophisticated Marketer's guide to LinkedIn

LinkedIn Hong Kong

Unleash your potential final

Vineet Sood

Adobe Systems

Best Workplaces Conference

How To Generate Leads And Drive Revenue Via Email And Social

Holistic Email Marketing

RallyFwd May 2022 - Edoardo Ambrosi.pdf

Rally Recruitment Marketing

Recently uploaded

Welcome to Ardency Elite, where sophistication meets practicality. Our catalog showcases a meticulously curated selection of lifestyle essentials designed to enhance every aspect of your journey. From premium travel accessories to stylish apparel and delightful toys for toddlers, Ardency Elite offers unparalleled comfort, style, and functionality. Dive into our catalog and elevate your lifestyle with Ardency Elite today.

Discover Ardency Elite: Elevate Your Lifestyle

My Heart Throw Pillow

Crypto Quantum Leap - Digital - membership area

jaynee G

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN

Cara Menggugurkan Kandungan 087776558899

Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx

IngridSelk

The Essence of Mothers Celebrating the Heart of the Family.pptx

elizabethella096

The 9th May Incident in Pakistan A Turning Point in History.pptx

elizabethella096

Passive Income System 2.0 Digital is a membership area that provides access to a comprehensive online program designed to help individuals generate passive income streams through digital means. This exclusive membership zone offers a wealth of resources, including video tutorials, step-by-step guides, and expert insights, to teach members how to create and grow a sustainable online income. With a focus on affiliate marketing, digital product creation, and online business strategies, Passive Income System 2.0 Digital empowers members to break free from the constraints of traditional employment and build a lucrative online empire that generates income 24/7.

Passive Income System 2.0 Digital: Effortless Earnings

abdullahspz0428

Lead generation is the process of attracting and converting potential customers into leads – individuals or organizations who have shown interest in your product or service. This involves tactics like targeted advertising, content marketing, and networking to capture the attention of potential leads and encourage them to provide their contact information or engage with your business. The ultimate goal is to nurture these leads through the sales funnel, turning them into paying customers. Effective lead generation strategies focus on understanding the needs and preferences of your target audience, offering valuable content or solutions, and building relationships to establish trust and credibility

Gain potential customers through Lead Generation

vidhyalakshmiveerapp

It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

[Expert Panel] New Google Shopping Ads Strategies Uncovered

Search Engine Journal

Meta unveils enhanced gen-AI tools catering tomarketers.pdf

Great India Shop Fest

Social Media Marketing Portfolio - Maharsh Benday

MaharshBenday

Taprank - Boost your Google reviews with personalized NFC cards

Juan Pablo Ponce

Alpha Media March 2024 Buyers Guide.pptx

Dave McCallum

Social Media Marketing Portfolio - Maharsh Benday

MaharshBenday

Cartona.pptx. Marketing how to present your project very well , discussed a...

BeshoyFawaz1

SP Search Term Data Optimization Template.pdf

PauleneNicoleLapira

Iranian Strikes on Israel Assessing the Impact and Implications.pptx

elizabethella096

The Art of sales from fictional characters.

Bharathi sakthi

Affiliate Marketing is a dynamic and lucrative method of earning income online, where individuals or businesses promote products or services and receive a commission for each sale, lead, or action generated through their referral. At its core, affiliate marketing operates on the principle of revenue sharing, where merchants reward affiliates for driving traffic or sales to their business. Understanding the Basics Affiliate Marketing is rooted in the concept of performance-based marketing. Instead of paying for traditional advertising methods upfront, merchants pay affiliates only when a specific action is completed, such as a sale, lead, or click. This performance-based model aligns the interests of both parties, as affiliates are incentivized to generate results for the merchants they promote. How Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and socialHow Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and social media accounts to large scale Marketing Institution

Mastering Affiliate Marketing: A Comprehensive Guide to Success

Abdulsamad Lukman

HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION

pratheeshraj987

Recently uploaded (20)

Discover Ardency Elite: Elevate Your Lifestyle

Crypto Quantum Leap - Digital - membership area

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN

Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx

The Essence of Mothers Celebrating the Heart of the Family.pptx

The 9th May Incident in Pakistan A Turning Point in History.pptx

Passive Income System 2.0 Digital: Effortless Earnings

Gain potential customers through Lead Generation

[Expert Panel] New Google Shopping Ads Strategies Uncovered

Meta unveils enhanced gen-AI tools catering tomarketers.pdf

Social Media Marketing Portfolio - Maharsh Benday

Taprank - Boost your Google reviews with personalized NFC cards

Alpha Media March 2024 Buyers Guide.pptx

Social Media Marketing Portfolio - Maharsh Benday

Cartona.pptx. Marketing how to present your project very well , discussed a...

SP Search Term Data Optimization Template.pdf

Iranian Strikes on Israel Assessing the Impact and Implications.pptx

The Art of sales from fictional characters.

Mastering Affiliate Marketing: A Comprehensive Guide to Success

HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION

Remarkable Content for AMA New Orleans, Nov 2014

11. X% of Your Content is Redundant! © 2012 NetIQ Corporation. 11 All rights reserved. What do we have? Why do we have it? What do we need? Why do we need it? What does: • Google Analytics say? • Sales say? • Support say? • Users say? • Partners say? • Prospects say?

16. @D_Shephard You probably have the content you need. Figure out how to deliver and integrate it into the customer experience. http://inmaps.linkedinlabs.com © 2012 NetIQ Corporation. 16 All rights reserved.

19. @D_Shephard content can be aligned with the sales funnel. Start with an engaging / inspirational story this will connect many more people http://inmaps.linkedinlabs.com © 2012 NetIQ Corporation. 19 All rights reserved.

31. @D_Shephard Share your personality and perspective. People can get information from Google. They like your content because they like YOU. http://inmaps.linkedinlabs.com © 2012 NetIQ Corporation. 31 All rights reserved.

37. Content Target Audience Wants © 2012 NetIQ Corporation. 37 All rights reserved. Content That Exists Content Organization Wants Inc. SEO Content Google Wants Make This! Tweak This! Is It Effective? • What objective? • Who is audience & why

38. Content Target Audience Wants © 2012 NetIQ Corporation. 38 All rights reserved. Content That Exists Content Organization Wants Inc. SEO Content Google Wants Make This! Tweak This! Is It Effective? • What objective? • Who is audience & why Yes No

39. Content Target Audience Wants © 2012 NetIQ Corporation. 39 All rights reserved. Content That Exists Content Organization Wants Inc. SEO Content Google Wants Make This! Tweak This! Is It Effective? • What objective? • Who is audience & why Yes No Why? Why?

40. Content Target Audience Wants © 2012 NetIQ Corporation. 40 All rights reserved. Content That Exists Content Organization Wants Inc. SEO Content Google Wants Make This! Tweak This! Is It Effective? • What objective? • Who is audience & why Yes No Why? Why? Move It Kill It Tweak It

41. Content Target Audience Wants © 2012 NetIQ Corporation. 41 All rights reserved. Content That Exists Content Organization Wants Inc. SEO Content Google Wants Make This! Tweak This! Is It Effective? • What objective? • Who is audience & why Yes No Why? Why? Test It Move It Kill It Tweak It

Editor's Notes

What do we have? – A Content Inventory!

Remarkable Content for AMA New Orleans, Nov 2014

Recommended

Recommended

More Related Content

Similar to Remarkable Content for AMA New Orleans, Nov 2014

Similar to Remarkable Content for AMA New Orleans, Nov 2014 (20)

Recently uploaded

Recently uploaded (20)

Remarkable Content for AMA New Orleans, Nov 2014

Editor's Notes