It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Top 9 Social Media Lessons Learned from SoccerDeirdre Walsh
I'm no stranger to the soccer field. My dad, whose college nickname was Elep (Pele backwards), spent many weekends teaching me the sport and cheering me on at games. While it has been many years since I've played, I’m still able to take the lessons learned on the grass and apply them to my role as a social strategist.
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011Shai Coggins
Slide deck for my MS NGO Connection Days in Bacolod & Cebu, November 2011. This covers some specific research on web and social media uptake in the Philippines.
Staying Competitive in Today's Digital Workforce: Advanced Social Media Strat...Hootsuite
Today’s widening global skills gap impacts businesses, employees, and customers. It has become more important than ever to empower professionals with social media education to provide value to business. The Advanced Social Media Strategy Certification (ASMS), created by HootSuite and Syracuse University’s S.I. Newhouse School of Public Communications—two global leaders in digital communications—provides strategic social media skills to an evolving digital workforce.
In this case study, discover how ASMS Certification provides value to businesses and professionals through the stories and key takeaways of enrolled professionals.
Top 9 Social Media Lessons Learned from SoccerDeirdre Walsh
I'm no stranger to the soccer field. My dad, whose college nickname was Elep (Pele backwards), spent many weekends teaching me the sport and cheering me on at games. While it has been many years since I've played, I’m still able to take the lessons learned on the grass and apply them to my role as a social strategist.
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011Shai Coggins
Slide deck for my MS NGO Connection Days in Bacolod & Cebu, November 2011. This covers some specific research on web and social media uptake in the Philippines.
Staying Competitive in Today's Digital Workforce: Advanced Social Media Strat...Hootsuite
Today’s widening global skills gap impacts businesses, employees, and customers. It has become more important than ever to empower professionals with social media education to provide value to business. The Advanced Social Media Strategy Certification (ASMS), created by HootSuite and Syracuse University’s S.I. Newhouse School of Public Communications—two global leaders in digital communications—provides strategic social media skills to an evolving digital workforce.
In this case study, discover how ASMS Certification provides value to businesses and professionals through the stories and key takeaways of enrolled professionals.
Social Media Strategy Framework and Tools for SMEs and NGOsRocel Ann Junio
Most businesses and organizations think that being on social media is a must-do, but not everyone does it right and can do it well. Here's a framework to guide you in crafting your strategy and some free tools that can help you jumpstart your efforts.
HighRoad's Campaign eMail includes a new feature to share content on social media. This webinar highlights why social share features are so important to today's users and how you can take advantage of it in the Campaign eMail product by BlueHornet. High
Effective Marketing Communications on a Shoestring4Good.org
Most nonprofit organizations have extremely limited marketing communication budgets, but that doesn’t mean they can’t create and execute effective marketing plans. This webinar is designed to help both leadership and marketing/communications staff think about:
Who is the target audience?
What are your goals?
What are the most effective (and cost effective) ways to reach your target audiences?
How will you know what’s working?
“How Social Media can Supercharge your Recruitment and Retention Efforts”
There is little doubt that social media is among the most underutilized and undervalued economic development business tools. With the rise of social media, how has the business attraction and retention landscape changed? Learn how social media is changing your world and how to utilize it to most effectively market your community!
Social Media Marketing Intro for Symantec PartnersSymantec
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
LinkedIn Webinar - "10 Tactics to Turn Your Content Marketing Up to Eleven" w...Dan Pastuszak
10 Tactics to Turn Your Content Marketing Up to Eleven
At LinkedIn, our members seek out content and insights that can help them be great at what they currently do.
This quest for quality well-optimized content opens up new opportunities for content marketers and publishers.
By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships with prospects early on in the buying cycle. This fundamental shift is changing the mantra from “Always be Closing” to “Always be Helping.”
But creating remarkable content is only half the story. Your content needs to be optimized, promoted effectively and mapped to your buyer’s journey in order to achieve results. In this webinar you will learn:
How to Optimize Your Content for Conversion
How to Create Relevant Content that Connects with Your Audience
Why Inbound Alone is Not Enough
How to Repurpose the Content You Already Have
And much more!
This is an exclusive conversation with Jason Miller, the Senior Content Marketing Manager at LinkedIn, who will share 10 content marketing tactics that are essential to a world class content strategy.
These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Content Marketing Strategies Conference: Ardath Albee Content and Conversationsdlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Learn Content Marketing Lingo: Here’s 17 of the basic terms!Brandon Rossi
Here is a list of some of the most basic terms in a content marketers arsenal. To understand some of the concepts on my blog you may need to just glance at this just to see what I am referring to more in-depth.
Social Media Strategy Framework and Tools for SMEs and NGOsRocel Ann Junio
Most businesses and organizations think that being on social media is a must-do, but not everyone does it right and can do it well. Here's a framework to guide you in crafting your strategy and some free tools that can help you jumpstart your efforts.
HighRoad's Campaign eMail includes a new feature to share content on social media. This webinar highlights why social share features are so important to today's users and how you can take advantage of it in the Campaign eMail product by BlueHornet. High
Effective Marketing Communications on a Shoestring4Good.org
Most nonprofit organizations have extremely limited marketing communication budgets, but that doesn’t mean they can’t create and execute effective marketing plans. This webinar is designed to help both leadership and marketing/communications staff think about:
Who is the target audience?
What are your goals?
What are the most effective (and cost effective) ways to reach your target audiences?
How will you know what’s working?
“How Social Media can Supercharge your Recruitment and Retention Efforts”
There is little doubt that social media is among the most underutilized and undervalued economic development business tools. With the rise of social media, how has the business attraction and retention landscape changed? Learn how social media is changing your world and how to utilize it to most effectively market your community!
Social Media Marketing Intro for Symantec PartnersSymantec
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
LinkedIn Webinar - "10 Tactics to Turn Your Content Marketing Up to Eleven" w...Dan Pastuszak
10 Tactics to Turn Your Content Marketing Up to Eleven
At LinkedIn, our members seek out content and insights that can help them be great at what they currently do.
This quest for quality well-optimized content opens up new opportunities for content marketers and publishers.
By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships with prospects early on in the buying cycle. This fundamental shift is changing the mantra from “Always be Closing” to “Always be Helping.”
But creating remarkable content is only half the story. Your content needs to be optimized, promoted effectively and mapped to your buyer’s journey in order to achieve results. In this webinar you will learn:
How to Optimize Your Content for Conversion
How to Create Relevant Content that Connects with Your Audience
Why Inbound Alone is Not Enough
How to Repurpose the Content You Already Have
And much more!
This is an exclusive conversation with Jason Miller, the Senior Content Marketing Manager at LinkedIn, who will share 10 content marketing tactics that are essential to a world class content strategy.
These are slides from a master class I taught at the 2013 NC Philanthropy Conference. The introductory slides are very much social media 101. Later in the presentation we deal with integrating social and digital media into fundraising campaigns. http://www.jenningsco.com
Leveraging social media in the enterprise context requires holistic enterprise architecture, IT and information management strategy, as well as alignment with corporate marketing objectives and planning.
Content Marketing Strategies Conference: Ardath Albee Content and Conversationsdlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Learn Content Marketing Lingo: Here’s 17 of the basic terms!Brandon Rossi
Here is a list of some of the most basic terms in a content marketers arsenal. To understand some of the concepts on my blog you may need to just glance at this just to see what I am referring to more in-depth.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.What is content marketing?Why choose content marketing?How is content marketing different to traditional marketing?
11 Basic Features of Content Marketing: A SmallBiz Insightvsbma
Discover the 11 Basic Features of Content Marketing in this SmallBiz Insight. When a small business jumps right in to the ‘How’ and ‘Why’ of content marketing, the process can seem a bit overwhelming. It is a good idea to step back and look at all the elements of a content marketing strategy in order to gain perspective and recognize that, while strategic combinations can be infinite, the overall strategy is finite.
This presentation explains the basics of Content Marketing and was created by Joe Hines, Professor of Marketing. Joe also offers complete Content Marketing support for your SMB. Want to reach out to Joe? Use either option:
e: joe@acubedmarketing.com
c: 714-872-0561
6 Basic guiding principles to help entrepreneurs and businesses get their content discovered. When it comes to content marketing - it's really not about you.
Content Marketing Basics, Importance, Trends & FutureInsy Shah
In the current age of massive content consumption, it has become inevitable for a brand to ignore Content Marketing. This presentation covers basics of Content Marketing, current facts and figures and the future prospects.
A presentation given by Joe Pulizzi to the Cleveland chapter of the AMA (American Marketing Association). The presentation covered 10 non-basic steps to get your content marketing off the ground and attracting and retaining customers.
An overview of how content marketing helps brands create new customers. Including content strategy, production, distribution, measurement and first-hand/third party case studies.
7 Steps To Creating a Documented Content Marketing StrategyVisme
To be more effective, you must have a documented strategy.
Here are 7 basic steps to make any year your most successful content marketing year!
1. Determine Your Objective
2. Develop Audience Personas
3. Reach Audience Needs
4. Set Yourself Apart
5. Define Your KPI
6. Create A Content Execution Plan
7. Match Ideas To Best Channels
http://www.visme.co/
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
Content is one of the hottest topics in marketing, and while it can be simple once you get started, many companies struggle in the early stages. In this session, join Ann Handley, CC Chapman and Christopher Penn as they map out a process you can follow to generate ideas, understand your customers' journey, the nuts and bolts of content creation and how to get the most reach and value out of your content.
You'll learn:
• What topics to cover
• What to do when the right idea doesn't jump out
• How to maximize the value of each piece of content for multiple audiences and channels
• Best practices for creating content in a busy workday
• How to explain the value of content to internal stakeholders
• How to measure the value of your efforts
As the practice of content marketing evolves, it’s not only the term itself that is difficult to define, but even more so the role for social media and public relations professionals. Maccabee Vice President and Social Media Director Christina Milanowski explains the state of content marketing with tips and tricks for creating quality content and how to start a best-in-class content marketing program at your B2B or B2C organization. To learn more about content marketing, visit MaccaPR.com.
The Basic Principles of Content Marketing and SEO to Generate More Inbound LeadsRyan Hanley
Done right content marketing and SEO allow your business to get found in search at the exact moment consumers need your product. Understanding the basic principles of content marketing and SEO builds a solid foundation to generate more inbound leads...
This presentation will give you an overview of blogging, content, social media, and email marketing so you can begin to formulate a strategy for driving more traffic and leads through your website.
- Get started with blogging and set sensible goals for your content strategy
- Circulate your content using social media and email marketing
- Convert your blog visitors to leads with compelling content offers
50 Stats You Need to Know About Content Marketing NewsCred
The 50 most important content marketing statistics that will help you prove the value of content and keep you accountable. To see a full list of the sources please click here: http://blog.newscred.com/article/4d5125444fcd2d72ebd17b282107d742/50-stats-you-need-to-know-about-content-marketing
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Social Media Marketing Trends 2024 - Noboru Worldkartik290054
Explore the cutting-edge strategies and emerging trends shaping the landscape of social media marketing in 2024. Stay ahead of the curve with insights into the latest innovations, tactics, and technologies driving engagement and brand success across social platforms
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
As of the way social media and local and mobile technologies the way marketers communicate has changed - there is an almost constant need for information. A challenge and a content marketing opportunity! Find out how to segment your audience, create personas and map your audiences needs to create targeted, relevant and engaging content for any communication channel your customers may use.
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
What Content Marketing Is All About And Why It MattersBuiltvisible
An introduction to content marketing, with everything you need to get started. Learn how to research your audience, find out what they need, and then execute a campaign to maximise your brand exposure.
Watch the webinar here:https://youtu.be/GEzILwI6VdU
Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
The New World Of Digital, Content And Social Media Marketing And The Relevanc...Midas Touch Consultants
This is an introductory session outlining the reasons manufacturing or B2B services organizations should consider for diving into the digital, content or social world. It identifies some of the popular channels and various content options to consider. There is then, an exploration of how B2B Sales has changed with the influence of social media.
Similar to Beyond Cats: The basics of successful content marketing (20)
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
2. Education – The University of Texas
Bachelor of Science in Public Relations
Minors in English and Business
Public Relations
Agency & Corporate PR
HP, Allstate, National Instruments
Looking Ahead:
Joining Silicon Labs as Director of Corporate Marketing
in April 2015
Social Marketing
Built 1st online community in 2006 with 150k members
Expanded to use all social technologies
Measurable business impact
Content & Digital Marketing
Integration and experience across social, web, email
Strategic use of content
My Career Path
3. Goals of Today
• Purrrfect understanding of content marketing
• Actionable checklist for building a success program
4. Content Marketing
Defined
“A strategic marketing approach focused
on creating and distributing valuable,
relevant, and consistent content to
attract and retain a clearly-defined
audience — and, ultimately, to drive
profitable customer action.”
~Content Marketing Institute
5. Website Conversion Rate is 6X
Higher for Those Adopting
Content Marketing (2.9% vs. .5%)
~Aberdeen Group, 2014
78% of CMOs see Content
as the Future of Marketing
~Demand Metric, 2014
48% of Marketers Support 3 to 5 Buying Stages
with Dedicated Content ~LinkedIn Technology
Marketing Community
6. The Challenge
We know the best way to engage buyers and pull them through the funnel is
with educational, valuable content that addresses their concerns and
interests. However, understanding the importance of content and
executing a streamlined strategy are two very different things.
Average b2b spends 28% of budget on content marketing. ~CMI
60-70% of content produced by B2B marketing goes unused.
~SiriusDecisions
7. The Solution
Build an approach and process that enables us to create and scale valuable
content that aligns with the needs of the organization and appeals to our
audiences.
8. Business: Understand your company’s key
business and marketing goals (in terms of
sales, brand awareness, lead generation,
web traffic, engagement, or other metrics).
Audience: Document goals depending on
stage of their journey, role, pain points, etc.
• Prospects: information, find experts
• New Customer: started, proficiency, help
• Advanced Customer: heard, rewarded,
famous
Then, document a strategic plan for
using content to impact these goals.
1. Define Objectives.
9. 2. Get Your S*!t Together Internally.
The board gathers to discuss the big themes and
initiatives for upcoming month, and all
representatives share the content needs, projects,
and ideas from their departments. Getting these
stakeholders together helps
• break down the silos
• open up communication
• create consistency throughout user
experience.
• represents every team’s interests
• speed up process
• get key decisions made quickly
• meet real business and user goals
Editorial)Board)
Managing)Editor)
Marke0ng)
Leadership)
Pillar)
Representa0ves)
Channel)
Representa0ves)
Experts,)Writers,)
Editors)
Create cross-functional, editorial board.
10. 2. Get Your S*!t Together Internally.
1.Ed-board ideas are organized into strategic
campaigns based on themes, product
updates, and events.
2.The Managing Editor and the content
specialists plan major assets called
“anchors” to support one or multiple
campaigns across departments.
3.Each department maps how it will reuse
content anchor by breaking them into
multiple derivative assets.
4.Once published, each department pushes
these content assets through distribution
channels reaching buyers at all stages of
funnel.
Identify content “anchors.”
11. 2. Get Your S*!t Together Internally.
Top of Funnel: Web, PR and Social Teams
• Drive traffic to website and community and convert visitors into leads
• Provide channels with both large and derivative assets they can repurpose
• Ex: blog posts, articles, infographics, presentations, videos, tweets, updates
Middle of Funnel: Marketing and Demand Generation Teams
• Nurture contacts
• Ex: Large assets, email campaigns, blog posts, videos, articles within emails
Bottom of Funnel: Sales Team
• Drive new business
• Content is educational and product-centric
• Case studies, testimonials, product overviews, competitive reviews
Post-Sale: Customer Marketing
• Have successful, happy customers
• Instead of pushing information on an awesome new feature, provide customers with content
that will help them thrive and inspire them to do more.
Align functions to funnel.
12. 2. Get Your S*!t Together Internally.
Create content workflow process.
13. 2. Get Your S*!t Together Internally.
• Product managers and marketing do the majority of the digital writing today.
They are already juggling so many balls, the time and effort they devote to
crafting copy is decreasing.
• This fact is leading forward-thinking marketers to seek out either experienced
content writers or outsource writing to agencies or marketplaces that
specialize in writing or creating content.
Determine Resources.
58 percent of B2B marketers plan to increase their content
marketing budgets in the next year (Forbes)
14. 2. Get Your S*!t Together Internally.
Create tools and templates, including calendars and project briefs.
15. 3. Create. Create. Create.
Content can’t and shouldn’t ever
be perfect. Instead, brands
should view it as a work in
progress, ever-evolving, and
iterative. It should evolve as the
audience interacts and
comments. It should be human
and authentic.
~ Christine Dobbin, digital
strategist
16. 3. Create. Create. Create.
• Size of Content (snackable vs. long form)
• At the opposite end of the spectrum from anchors you have tweets, 6-
second Vines, Snapchats, Whisper secrets, small infographics, etc. These
continue to grow at breakneck speeds.
• Shareablity
• A recent study by Buzzsumo
showed that people are far more
likely to share lengthy, in-depth
content. Part of this is for SEO
purposes–Google favors posts
over 2,000 word on its front page–
and partly because consumers are
sick of the same regurgitated 500-
word pieces.
17. 3. Create. Create. Create.
• Explore new methods of communication - visual, slideshare storytelling, even
meerkat has a place in B2B.
18. 4. Publish and Manage.
1. Know the role of each channel.
2. Have a strong editorial calendar.
3. Have a consistent brand voice as well as individual thought leaders.
The basics.
19. 4. Publish and Manage.
1. Be like Buzzfeed - end clickbait!
2. Go mobile.
3. Make LinkedIn your BFF. It wants to be THE destination for online marketing
for professionals (ie. Bizo acquisition).
4. Engage with influencers.
5. Focus on context.
"Context’s untapped opportunity is to get an extremely granular understanding of customers, then to anticipate their
needs, wants, affinities, and expectations and develop unique insights to power better marketing across all devices,
channels, localities, and brand experiences.
Context, in other words, takes not only the “who” into account, but also the when, where, why, and how.
Simply put — it’s deeper targeting and more on-point messaging."
Rebecca Lieb
Advanced tactics.
20. 5. Promote your content. ($$$)
• Use known channels - PR, advertising, social.
• Think holistically about the experience (ie. twitter
and linkedin website cards).
Social Media has THE HIGHEST win
rate of any marketing channel.
Jive Community was third largest
source of net new names in 2014.
Jive Case Study
21. 6. Measure and Optimize.
• GOAL: measure content production vs. performance
“ONLY
27%
of
B2B
Marketers
say
they
are
effec8vely
tracking
content
u8liza8on
metrics.”
SiriusDecisions
Produc'on:
manufacturing
assets
from
raw
ideas
Number
of
assets
produced
Types
of
content
produced
Content
produced
by
author
Reputa'on:
sen1ment
across
key
channels
Score
of
community,
social
media
and
public
rela9ons
Reach:
extent
to
which
audience
views
the
content
Traffic
data
(visits,
views,
search,
referrals)
Number
of
subscribers/community
members/social
network
size
Rela'onships:
reading,
downloading,
sharing,
commen1ng,
sending,
etc.
Number
of
engagements
Revenue:
impact
of
content
on
business
outcomes
Number
of
net
new
names
22. 6. Measure and Optimize.
Facebook:)Marke&ng)Content)Exceeds)Expecta&ons)
Customers
11% Follower
Engagement
3%
Industry
37%
Jive Promo
48%
Office Hero
1%
BRAND ACTIVITY BY TOPIC
Customers
12%
Follower
Engagement
0%
Industry
28%Jive Promo
60%
Office Hero
0%
ENGAGEMENT BY TOPIC
Twi$er:(Followers(Want(Industry(Exper4se(
Office hero
7%
Jive Promo
33%
Industry
25%
Follower
Engagement
25%
Customer
10%
BRAND ACTIVITY BY TOPIC
Office hero
0%
Jive Promo
38%
Industry
40%
Follower
Engagement
10%
Customer
12%
ENGAGEMENT BY TOPIC
23. Checklist for Content Success
• Define Objectives.
• Get Your S*!t Together Internally.
• Create. Create. Create.
• Publish and Promote.
• Measure and Optimize.