Content Is King...Distribution Is Queen

Editor's Notes

1. Example: Yale Appliances - http://marketingland.com/how-a-boston-appliance-store-grew-its-business-through-content-marketing-61106
2. Who here has a content marketing strategy?
3. Start by answering some basic questions about your company and your audience: Who do you want to reach? What value can you provide? How are you going to deliver that information? Who is going to manage the process? How will you measure success and refine your efforts?
4. Humanize your brand.
5. Studies show that the most effective marketers allocate, on average, 37 percent of their marketing budgets to content programs.
6. Micro-content Sounds like something from eBay or Craigslist, right? It is the 1st 6-word short story ever written, attributed to Ernest Hemingway What does it mean? Death of a baby or a miscarriage. Death of a pregnant woman. Baby couldn’t fit the shoes and the parents are poor and need the money. For sale could mean that they are never having babies again. The shoes could have been a gift to a family that doesn’t want them. Two tragic issues, the death of a child and the poverty of a family.
7. 4 things that content marketing should do
8. Create an editorial calendar. The most effective content marketers publish new content daily, or at least several times per week. Create an editorial calendar with at least three months (or, ideally, six months) mapped out. Having a plan for what you are going to publish and when you are going to publish it makes it far more likely you’ll actually do so. Publication is only the small first step; value comes from distribution Most businesses have gotten the message that content creation and publication are the cornerstones of a content marketing strategy. However, where many are still lagging significantly is in the distribution of that content. According to research by Altimeter, only 26% of marketers are investing in content distribution, even though more than half believe they need to. Strategic distribution of content is what will set businesses apart in this hyper-competitive landscape. Optimizing for search and mobile, building relationships with branded publications, and reaching out to influencers in your field are just a few ways to make sure your content reaches your target market. SEO and content marketing now go hand-in-hand; better, more frequent content will attract links, shares, and other brand-building signals that will boost rankings. Guest blogging will rise again in 2015.
9. According to the National Center for Biotechnology Information, the average attention span of a goldfish is 9 seconds. In that same report, the average attention span of a human is 8 seconds. The average length of a video is 2:42. 32% of people tune out co-workers who are long-winded after 15 seconds. The new generation is wired differently. The are digital natives and hyperconnected – meaning they are always on their devices. Hyperlocal is online news or content services pertaining to a town, village, single postcode or other small, geographically defined communicaton. Information oriented around a well-defined community with its primary focus directed toward the concerns of the population in that community. Example of car dealership commercials/content. Example of Adobe and the Louisville CVB. (a) company affiliation through social accounts; (b) company-wide hashtag called #adobelife which allows them to share their experiences working at Adobe; (c) training to make the employees feel confident sharing social content; (d) getting them to trust their own judgement and (e) identifying employees who want to go further. Jay Baer’s book about pools story.