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Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent

The document provides an overview of content marketing, defining it as a technique for creating valuable content to attract a defined audience and drive customer action. It discusses the effectiveness of content marketing, challenges faced, and steps to get started, including gaining stakeholder buy-in and documenting a content strategy. Best practices are highlighted, such as storytelling and creating shareable content, along with methods to measure success.

Marketing◦
Related topics:
Content Marketing•Lead Generation Strategies• Content Strategy•
Content Marketing 101: The Basics of Content Marketing 1 Social Media Rockstars 2015 | #smrockstarevent Christina Milanowski | @christinamila
Agenda 2  What Is the Content Marketing Discipline?  Why Is Content Marketing So Effective?  How Can I Get Started with Content Marketing?
What Is Content Marketing?
9/16/2015 4 Source: Lead Genius
5 “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.” -Content Marketing Institute
Why Is Content Marketing So Effective?
7 Buyers go through 57% of the purchasing process before talking to sales. Brands relying on inbound marketing save over $14 dollars for every new customer acquired. 70% of B2B marketers are creating more content than they did one year ago. Sources: HubSpot, Executive Board, Content Marketing Institute
8 “NEVER BUILD YOUR CONTENT ON RENTED LAND.” -Joe Pulizzi Source: www.brinx.it/BCH
9 So, Are You a Fit for Content Marketing?  Is your company interested in being positioned as a thought leader in your industry?  As a marketer, are you ready to more closely align with sales and think like a sales person?  Do your customers go through a considered buying process of gathering and processing information?  Are you ready to drive inbound leads and nurture back-and-forth relationships with your key audiences?
10 Challenges of Content Marketing 1. Content marketing efforts are not free 2. Time and commitment are required to do content marketing well 3. Integration and buy-in from key departments (sales, IT, executives, marketing) are imperative 4. Content marketing is a new paradigm that requires the energy to try something new 5. Content marketing offers a constant stream of data and analytics, requiring the courage to shift efforts mid- execution 6. Content has to be customer-focused
How To Get Started
12 #1. Gain Buy-In of Key Stakeholders 1. Tap into the competitive spirit of the company 2. Share data and statistics about the power of content marketing 3. Focus on quick, inexpensive wins 4. Explain the benefit of content marketing to not just marketing, but sales
13 #2. Document Your Content Strategy 60% OF B2B MARKETERS WITH A DOCUMENTED CONTENT MARKETING STRATEGY SAY THEY ARE EFFECTIVE VERSUS 32% OF THOSE WITH A VERBAL STRATEGY. -Content Marketing Institute
14 #2. Document Your Content Strategy • Set goals • Determine brand voice • Understand your buyer and select target audiences • Map out content that will solve your buyers’ needs and drive them down the funnel • Develop your promotion plan
15 Set Goals -Kristina Halvorson “NECESSARILY, THE CONTENT STRATEGIST MUST WORK TO DEFINE NOT ONLY WHICH CONTENT WILL BE PUBLISHED, BUT WHY WE’RE PUBLISHING IT IN THE FIRST PLACE.”
16 Map Out Content • Blog • Case Studies • E-books • E-newsletters • Events • Infographics • Microsites • Presentations • Research Reports • Videos • Webinars • White Papers Top Content Types
17 Quality Content Best Practices • Tell a story with your content (Think: what’s the point?) • Spark an emotional reaction (e.g. surprise, laughter, mouth drop) • Incite action with your content • Content that’s about the reader, and not your company • Create content that is novel, bold and original • Use high-quality visuals • Make it shareable Read our blog post for more: http://brinx.it/9FI
18 Develop Your Promotion Plan
#3. Get Started 1. Start Small 2. Prioritize 3. Be Inclusive 4. Understand Who You’re Talking to First 5. Test Regularly 6. Small Changes Can Mean Big Success 7. Think about the Next Step 8. Rely on Good Data Tips from Deluxe’s Interactive Marketing Specialist Read our blog post for more: http://brinx.it/wYi 19
20 #4. Measure Success • Consumption (e.g. views, time on site, social media mentions) • Sharing (e.g. forwards, social media engagement, inbound links) • Leads (e.g. contact form downloads, blog subscribers or comments, conversion rates) • Sales (e.g. new business) Main Areas of Content Marketing ROI Metrics
21 #5. Learn By Doing
Thank you! Questions? 22 Christina Milanowski christina@maccabee.com @ChristinaMila A Strategic Public Relations & Online Marketing Agency Maccabee.com
Resources
24 Website: ContentMarketingInstitute.org
25 E-Book: Content Marketing Strategy http://brinx.it/BCO
26 Website: TheContentCouncil.org
27 Blog: MaccaPR.com www.subscribe.maccabee.com
28 Blog Post: Sales-Marketing Alignment http://brinx.it/BCh
29 Blog.HubSpot.com
30 Video: Inbound Marketing http://brinx.it/BCq
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