Why and how to build a content marketing discipline. Increase relevance, operationalize and scale content, generate leads. 4 Ps of content marketing: people, processes, practices and places (distribution). Tools. Management buy-in, content operations, curation, creation, training and enablement, syndication. Make content easy to find, access and share. Think mobile.

1. Content Marketing Webinar
for Social Media Today
March 3, 2015
Building A Content Marketing Discipline

2. #SMTLive
Content Marketing:
Feels Like We’ve Been Here Before…
Social Is Everyone’s Business…

3. #SMTLive
Content Marketing:
Feels Like We’ve Been Here Before…
Is Everyone’s Business…
Content

4. #SMTLive
…And a Balancing Act

5. #SMTLive
How Well Are We Doing?
The attention span of a goldfish is 9 seconds

6. #SMTLive
We Have Other Fish to Fry
“Customers need exposure to your content at least 7 times before they take action”(3)
(1)Source: Statistic Brain, The Associated Press via Samuel Chan blog
(2)Source: Webinar: How to Craft a Killer Content Marketing Strategy That Drives Results, 02-13-14
(3)Source: The Baby Boomer Entrepreneur
(4)Source: Sirius Decisions
“Human attention span went from 12 seconds in 2000 to 8 seconds in 2013”(1)
“Up to 70 percent of b-to-b content goes unused”(4)
“Customers need to interact with your content 3 to 5 times before they believe it”(2)

7. #SMTLive
A Ton of Data Is Created and Shared Every Minute
Source: DOMO, Data Never Sleeps 2.0, July 2014
All competing
for attention

8. #SMTLive
Brands Need to Think Like Publishers
Source: baikahl, freeimages.com

9. #SMTLive
And Create An Always-On Content Engine
Shared vision and goals
supported by enterprise-wide processes
with individual accountability and ownership
and cross-functional governance and operations oversight

10. #SMTLive
The 4P’s of Content Marketing

11. #SMTLive
People: Get Support and Alignment from Management
• Creators
• Curators
• Writers
• Editors
• Syndicators
• Analysts, listening officers
• Strategists
• Content lead, operations
Different roles, different skills

12. #SMTLive
Processes: Optimize Operations Based on Insights
• Train and enable
• Listen
• Plan
– Decide on content goals and desired business outcomes
– Map content plan against buyer’s journey and persona targets
• Content topic
• Asset type
• Delivery mechanism
– Think mobile
– Create an editorial program
– Establish gating rules
– Stay agile for real-time opportunities
– Leverage tools
• Engage
• Measure
• Analyze
• Improve

13. #SMTLive
Practices: Make the Most of Your Story
• Create
– Original and derivative content
– Based on others’ content
• Curate
– Analyst, press, UGC, advocates, other third party
• Encourage
– Enable advocates and friendly third-party voices to share your story
through their voices and channels
• Reuse
– As is, repurpose or update
• Manage content lifecycle

14. #SMTLive
Places: Promote, Promote, Promote
• Hosted content
• Rented media
• Earned media
• Third-party syndication
• Make your content easy to find, access and share

15. #SMTLive
Thank You!
Petra Neiger
@petra1400