The document is a presentation about content marketing and brands' online personas given by Neil Glassman at the New York Social Media Meetup on November 8, 2011. The presentation discusses how content marketing allows brands to market smarter rather than harder, the importance of aligning content marketing with overall brand strategy, and best practices for content marketing like creating valuable, trustworthy content and engaging customers on their preferred platforms.

1. SALAMI & EGOS
The New Social Media Omelet
Neil Glassman • WhizBangPowWow
New York Social Media Meetup • November 7, 2011
Tuesday, November 8, 2011

2. SALAMI & EGOS
Content Marketing
& Brands’ Online Persona
Tuesday, November 8, 2011

3. CONTENT MARKETING
& ONLINE PERSONA
Tuesday, November 8, 2011

4. CONTENT MARKETING
& ONLINE PERSONA
• Makes it possible to market
smarter (versus market
harder)
Tuesday, November 8, 2011

5. CONTENT MARKETING
& ONLINE PERSONA
• Makes it possible to market
smarter (versus market
harder)
• In the social media frontier of
advice from strangers, content
marketing can make your
brand a true friend
Tuesday, November 8, 2011

6. CONTENT MARKETING
& ONLINE PERSONA
•A part of — as opposed to apart from — your overall brand
strategy and programs
• Best practices should be easily aligned
• Especially important on social media platforms
• Touches internal operations and corporate culture as well as
all client-facing activities
Tuesday, November 8, 2011

7. CONTENT MARKETING BASICS
Every brand is a publisher
Tuesday, November 8, 2011

8. CONTENT MARKETING BASICS
Every brand is a publisher
Tuesday, November 8, 2011

9. CONTENT MARKETING BASICS
Every brand is a publisher
Tuesday, November 8, 2011

10. CONTENT MARKETING BASICS
• Content marketing is a technique, not an objective
• Brands are widget makers/sellers that use content marketing
to sell more widgets
• Content marketing may change how you do business, but
should not change your business core
Tuesday, November 8, 2011

11. CONTENT MARKETING BASICS
✓ Always be wowing
✓ Drive consumers to opt-in and seek
more
✓ Deliver information with value
✓ Create trust, credibility and authority
✓ Mix it up
✓ Point to more good stuff
Tuesday, November 8, 2011

12. CONTENT MARKETING BASICS
✓Point to top-level strategies ✓It’s OK not to get naked
✓Be consistent and persistent ✓Be original
✓To thine own self be true ✓Be creative
✓Be where your customers ✓Make the most of your
are internal resources
✓Be true to your customers ✓Watch for traps
Tuesday, November 8, 2011

13. POINT TO YOUR TOP-LEVEL
STRATEGIES
Tuesday, November 8, 2011

14. POINT TO YOUR TOP-LEVEL
STRATEGIES
• Make sales • Raise the level of job applicants
• Convert customers to brand • Awareness
advocates
• Education
• Bolster brand
• Customer service
• Generate leads
• Reputation management
• Improve SEO
• Things important to your brand
• Reduce costs / increase resource
efficiency
Tuesday, November 8, 2011

15. CONTENT IS ABOUT YOU
& YOUR CUSTOMERS
You are
not your
tweeps
Tuesday, November 8, 2011

16. CONTENT IS ABOUT YOU
& YOUR CUSTOMERS
• Your content should be welcomed
• Solves problem / provides benefit
• Accessible
• Recipients should be motivated to share
• Recipients should be motivated to want more
• Ask real questions and be open to criticism
Tuesday, November 8, 2011

17. GO TO YOUR CUSTOMERS
Tuesday, November 8, 2011

18. GO TO YOUR CUSTOMERS
• Be multiplatform
• Be platform appropriate
• Be cautious of one-offs (such as webinars)
• Consider blog and/or website section as reference room
• Consider Slideshare, email and, for some, “go postal”
Tuesday, November 8, 2011

19. BEING GENUINE & HONEST ≠
BEING TRANSPARENT
Tuesday, November 8, 2011

20. BEING GENUINE & HONEST ≠
BEING TRANSPARENT
• Speak in your own voice
• Be as much fun as you really
are — but not much more
• Shower and do your hair
before you go out in public
• Some secrets are OK to keep
Tuesday, November 8, 2011

21. CURATION IS NOT ENOUGH
• “Reheated” content may not
be fresh, even if it is recent
• Curated content benefits from
context and/or editing
• Select content from others
when the message reflects
your persona
Tuesday, November 8, 2011

22. KEEP YOUR TEAM WORKING
TOGETHER
• You must have policies
• It’s essential to build trust and
earn acceptance/support within
your team
• Be prepared to lose some control
• Broad definitions allow everyone
at brand to contribute
• It also allows team members to
choose not to contribute
Tuesday, November 8, 2011

23. THE MEDIUM IS PART OF THE
MESSAGE
• Video works
• Be stylish, not garish
• Useful does not have to be boring
• Entertaining is not necessarily useful
• Consider outside agencies to create and promote
Tuesday, November 8, 2011

24. BE SMART ABOUT INFOGRAPHICS
• Graphics can make or break a
presentation, but…
• First have a compelling story and…
• Be mindful that excessive and/or
inappropriate graphics can attenuate
the story
• Choose an infographic only if
• The information is more clearly
communicated with graphics
• Your design is well-executed
Tuesday, November 8, 2011

25. BEWARE THE SALES AUTOMATION
MONSTER
• Don’t be afraid to “sell”
• Create a call to action
• Keep consumer participation
in perspective
• You may feel every touch
point creates a lead — your
customer may not
Tuesday, November 8, 2011

26. CONTENT MARKETING BASICS
✓Point to top-level strategies ✓It’s OK not to get naked
✓Be consistent and persistent ✓Be original
✓To thine own self be true ✓Be creative
✓Be where your customers ✓Make the most of your
are internal resources
✓Be true to your customers ✓Watch for traps
Tuesday, November 8, 2011

27. ADDITIONAL RESOURCES
• Content Marketing 101 from copyblogger
• Content Marketing Institute
• Eloqua’s Grande Guide to B2B Content Marketing
• The Do’s And Don’t of Infographics via Smashing
Magazine
Tuesday, November 8, 2011

28. Neil Glassman • neil@neilglassman.com • WhizBangPowWow
Twitter • LinkedIn • Google+ • Facebook
Tuesday, November 8, 2011

29. SALAMI & EGOS:
The New Social Media Omelet
Neil Glassman • WhizBangPowWow
Blog: http://www.whizbangpowwow.com
Twitter • LinkedIn • Google+ • Facebook
Tonight’s Twitter Stream:
@NYSocialMeetup • #NYSM • @NeilGlassman
Tuesday, November 8, 2011