You’re invited to explore the world of content marketing and how it applies to your real-world business. Do you think that you need a blog for your business? Well, it’s a lot more than that. Grab your notebooks and get ready to learn how the future of content will fuel not simply your blog channel but all of your social media.

1. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Business Of Content Management: Blogging V3.

2. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Who’s Got A Blog?
Is It Mobile Friendly?

3. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Who’s got a scheduled global content deployment strategy
for multiple channels, devices and guest types?

4. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• “Web log” or personal chronicle
• Hobbies & Interests
• Opinions & Ratings
• News & Press Releases
• Light Education
• Push Sales
Blogging In 2006

5. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Why Do You Have A Blog?

6. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• Engagement
• Event Information
• Education on your brand
• Alert (Crisis) Management
• Tell Stories
• “To Inform”
Blogging Directives
© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

7. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
BLOG
CONTENT

8. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Blog. Content. Same thing. Right?

9. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
POST
Blog.
POST
Content.
COMMUNITIES
SOCIAL MEDIA
VIDEOS
PODCASTS
DIRECT
TWEETS
WEBSITES
THREADS
FORUMS
ARTICLES
PRESS
RELEASES
EMAILS
INTERNAL
MESSAGING
SPECIAL
OFFERS

10. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
! Storytelling
! Guest Messaging
! Campaign Structure
! Unique Voice Within Vertical
! Socially Connective Tissue
! Brand Impression
! Recruitment
! Retention
Content Directives

11. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
SEO
Content Byproducts
WOM TRUST SHAREABILITYSHAREABILITYSHAREABILITY

12. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
But I need to blog create content right?

13. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
! Guest bloggers
! Blogger outreach programs
! Brand ambassadors generated
! Pre, during & post event coverage
! Webinars, live #Tweetchats & live events
! Survey & feedback results
! Industry news
Alternative to Brand-centric Content Development
© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Alternative to Brand-centric Content Development

14. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Demo, Device, Distribution & Diversity.

15. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Learn what they mean or hire someone who does.

16. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Who is coming to my content?
! Family - Facebook? Email?
! Groups - Special rates?
! Business - Last minute plans?
What makes them engage?
! Planning
! Referrals
! Seasonality
... All of the above?
Content: Demo

17. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
How are they connected to you?
! Direct to call center: “The Questioner”
! Repeat customer (WOM?): “The Scheduler”
! Home/o"ce/tablet: “The Planner”
! Mobile User: “The Hunter”
Ask and find out!
Content: Device

18. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Distribution of your campaign content:
! Active, passive or lazy?
! Ubiquitous “blanket” content
! Content from engagement (social)
! Concierge content (1-to-1)
! WOM: Referral activated
Ask your guest what they want!
Content: Distribution

19. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Content that speaks to my lifestyle(s):
! Quick & E"cient
! Romanced & detail rich
! Ratings & Reviews
! Price. How much?
“Content Diversification,” do you have it?
Content: Diversity

20. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Diversify your content:
! Rates & Specials - make it exciting and “share worthy”
! Testimonials - must be authentic with no sales
! Information - must feel like education, no legal-ease
! Ratings & reviews - talk openly on challenges and improvements
! Speak your brand - what does it mean to be you?
Blogging is one part of a much larger (content) whole.

21. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Wrap it up and put a bow on it.

22. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Put A Face On It
© 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

23. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
CONSIDERATION SET
DIFFERENTIATE
ENTICE
BOOKING

24. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Month 3Month 2Month 1
2 2 3 3 5

25. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
But I don’t have the time for all this!

26. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The question always becomes:
! Do I hire for this position?
! Is there content services?
! How will they know my brand?
http://thecontentinators.com/
Make time, staff internally or hire experts
DEMAND
DEMAND
JUSTICE!

27. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
! Your blog articles are the nucleus
! Content that feels like advertising will fail
! Process for blanket content vs. custom content
! Is your social media supporting your content or siloed?
! How much topical diversification is in your content?
! Be mobile-friendly or lose a future foothold
! Content is NOT just a blog post!
! Measure with analytics
...if it works, do it again in a new way!
Key Takeaways

28. © 2013 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Questions & Statistically Probable Answers
“JusticeMitchell” - Twitter, Skype, AIM, Gmail ...
www.JusticeMitchell.com