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Content Marketing 201
This document discusses content marketing strategies and provides tips for creating great content. It notes that content marketing is more important than ever due to the massive amount of information being created daily. It emphasizes developing a content strategy that focuses on creating helpful, valuable, relationship-building, and timely content. It also stresses the importance of promoting content through social sharing and measuring results. The key takeaways are that everyone can be a publisher; content should be planned using a framework of purpose, people, preferences, production, promotion, and propulsion; and the biggest mistake is failing to involve people to execute the content plan.
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Content Marketing 201
- 1. nick westergaard |branddrivendigital.com | 2015 BRAND DRIVEN digital Content Marketing 201: The Content Mindset Why Content Marketing Is More Important than Ever and What You and Your Team Can Do About It
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- 3. Content Is Kindof Big Deal
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- 5. Content Marketing 201 ‣The Content Marketing Landscape ‣ What Makes Great Content ‣ Everyone’s a Publisher (and What That Means) ‣ That’s Cool But It Won’t Work for Us ‣ Planning Your Content Strategy
- 6. 1 The Content MarketingLandscape
- 7. Content Is Fire. SocialMedia Is Gasoline. – Jay Baer Photo via Flickr user DrPete
- 8. Photo via Flickruser floeshie The Age of Interruption Is Over
- 9. “– seth godin Youcan’t interrupt or YELL your way to WINNING.”
- 10. “ – eric schmidt,executive chairman, google EVERY TWO DAYS we create as much information as we did from the dawn of civilization to up until 2003.
- 11. A Poetic Dynamic ‣Paid ‣ Owned ‣ Earned ‣ Media
- 12. Content by theNumbers
- 13. Over 90%of allmarketers use content marketing — b2c, b2b, & non-profit sectors! Source: Content Marketing Institute/MarketingProfs
- 14. Effectively Using? Only44% (B2C)
- 15. Effectively Using? Only41% (B2B)
- 16. Effectively Using? 52%(Non-Profit)
- 17. Over 50% of contentmarketers lack a documented content strategy — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
- 18. Nearly 70% of contentmarketers have someone to oversee content marketing — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
- 19. Over 41% of contentmarketers are producing more content than last year — includes b2c, b2b, & non-profit sectors Source: Content Marketing Institute/MarketingProfs
- 20. B2C Marketers UseAbout 12 Forms
- 21. B2B Marketers UseAbout 13 Forms
- 22. Non-Profits Marketers Use11 Forms
- 23. Brand Awareness was thetop organizational goal for content in the b2c and b2b sectors while fundraising was top for non-profits Source: Content Marketing Institute/MarketingProfs
- 24. Web Trafficwas thetop form of content measurement in the b2c and b2b sectors while increased funding was top for non-profits Source: Content Marketing Institute/MarketingProfs
- 25. Most Plan onIncreasing Budgets
- 26. 24%, 30%, 20% perecentof budget allocated toward content marketing efforts for b2c, b2b, and non-profit Source: Content Marketing Institute/MarketingProfs
- 27. Writing & Design aremost likely to be outsourced across all sectors — b2c, b2b, and non-profit Source: Content Marketing Institute/MarketingProfs
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- 30. Top Challenges —Non-Profit
- 31. Content Challenges &Pain Points ‣ Content Strategy ‣ Producing Effective & Engaging Content ‣ Producing Enough ‣ Time ‣ Budget
- 32. 2 What Makes GreatContent?
- 33. Why Do WeNeed Great Content? Source: businessesgrow.com
- 34. 1. Helpful Photo viaFlickr user gruntzooki
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- 37. Helping Customers inSix Seconds
- 38. Questions Are Currency Photovia Flickr user Instant Vantage
- 39. Photo via Flickruser Anonymous Account 2. Value
- 40. Useful Photo via Flickruser Anonymous
- 41. 3. Builds Relationships Photovia Flickr user tim parkinson
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- 43. 4. Timely Photo viaFlickr user North Charleston
- 44. Not Always DigitalBut Timely
- 45. Business Centric & CustomerAware great content is both
- 46. 3 Everyone’s a Publisher (So,What Does That Mean?)
- 47. Think Like aPublisher Photo via Flickr user Herkie
- 48. Be a BrandJournalist Photo via Flickr user wishnu.hy
- 49. YOU Are aMedia Platform
- 50. Deadlines Matter Photo viaFlickr user Droid Gingerbread
- 51. Just Push Publish Photovia Flickr user Droid Gingerbread
- 52. 4 That’s Cool. But ThatWon’t Work for Us.
- 53. #SadTrombone Photo via Flickruser CarbonNYC
- 54. Channel Stuart Smalley Photovia Flickr user evoo73
- 55. “– david b.thomas, salesforce marketing cloud The Bs and Cs are ALL PEOPLE.”
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- 60. 5 Planning Your ContentStrategy
- 61. The 6 Psof Content Strategy ‣ Purpose ‣ People ‣ Preference ‣ Production ‣ Promotion ‣ Propulsion
- 62. Purpose Photo via Flickruser paul-simpson.org
- 63. People Photo via Flickruser Fire At Will
- 64. Preference Photo via Flickruser Mavroudis Kostas
- 65. Production Photo via Flickruser Illusive Photography
- 66. Promotion Photo via Flickruser Jamiesrabbits
- 67. “ – derek halpern,social triggers Create content 20% of the time. Spend the other 80% of your time promoting what you created.
- 68. Photo via Flickruser C! Propulsion
- 69. Propulsion: Learn toLove the Logos Photo via Flickr user kdonovangaddy
- 70. Make Your ContentMore Shareable ‣ Ask Them to Share! ‣ Provide Sharing Icons/Options — Numerous ‣ Include Tweetable Passages/Links ‣ Incentivize Sharing — Additional Content, Contest ‣ Measuring Sharing with bit.ly
- 71. Create Content Worth Sharing bottomline: if you want your content shared
- 72. Planning the 6Ps Helps You Plan the Work and …
- 73. Need People toWork the Plan
- 74. Photo via Flickruser otama Biggest Mistake
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- 76. nick westergaard |branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com twitter: @nickwestergaard