The document discusses content marketing strategies used by various companies. It provides 12 points for an effective content marketing plan, including formulating a plan to reinforce your message, creating funnels to convert visitors to customers, creating a community of peers to share your message, identifying new and existing content that provides value and meets your goals, and using content that generates buzz about your brand or products. It also discusses using video as part of a content marketing strategy and provides statistics on the reach and impact of online video.

1. Content Marketing
Pulling your content out from
under the bushel basket
Matt R. Sullivan | matt@mattrsullivan.com | @mattrsullivan | mattrsullivan.com

2. I do three things
eLearning
Tech Comm training and dev
Social media
@mattrsullivan #lavacon

3. Content marketing defined*
*according to The Content Marketing Institute
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience
– with the objective of driving profitable
customer action.
@mattrsullivan #lavacon

4. Content Marketing*
*according to Matt Sullivan**
Creating/reusing content to drive future
revenue
-orUsing content to market your brand
**I’m happy to say I wrote this prior to looking
up the definition!
@mattrsullivan #lavacon

5. We are all Content Strategists and Content
Marketers, some of us just make money at it
@Matt Sullivan, #lavacon 2013
@mattrsullivan #lavacon

6. Companies that
“Do it well”
Social Media Examiner
Kolakube.com
Scriptorium
Content Wrangler
@mattrsullivan #lavacon

7. Social Media Examiner
socialmediaexaminer.com
@mattrsullivan #lavacon

8. Social Media Examiner history
Summer 2009
presented idea to biz partners
Presenting at two conventions in October
Launched oct 12, 2009
days later did trade show
interviewed major sm folks
Chris Brogan
CEO of technorati
@mattrsullivan #lavacon

9. First month, October, 2009
12,000 visitors in two weeks
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10. Next four months
November Technorati top 100 biz blogs in
world, 25k visitors
jan 2010 55k unique visitors
3-4 articles a week
posts were RT'd 200-1000 times
Feb ranked #1 small biz blog in world
100k visiting/month, 10k subscribers
@mattrsullivan #lavacon

11. socialmediaexaminer.com
Initial advertising was for founder’s whitepaper
how-to book
Website led to email subscription list
Online conferences
Social Media Success Summit
Community
@mattrsullivan #lavacon

12. Point #1: Formulate a plan that
reinforces your message
TC2LS
Webinars for Adobe generate live audience
recordings create perpetual touchpoint
demos and blog posts reinforce message
video used whenever possible
@mattrsullivan #lavacon

13. Kolakube WordPress Themes
kolakube.com
@mattrsullivan #lavacon

14. kolakube.com
Founded by “a kid” (14) wanting to avoid
“getting into the system”
Framework for sales generation
Excellent study of pushing content into a
traditional sales funnel
Now mountain bikes in Austin, and manages
WordPress theme sales
@mattrsullivan #lavacon

15. Point #2: Create funnels to convert
onlookers to participants/customers
Scriptorium
We have a lead form on cs101.com and also
scriptorium.com but we don't get a ton of inbound
contacts that way. Most people contact us directly after
doing a lot of research. So, I think that cs101.com helps,
but it's not like: xxxxxx people read >>> xxx people
contact us via form >>> x people become customers
It's more like xxxxxx people:* read cs101* attend
webcasts* read white papers* go to
conferences/presentations AND THEN...eventually....
contact us for help.
@mattrsullivan #lavacon

16. Scriptorium
Content Strategy 101 is 100% available in
pieces on the web
@mattrsullivan #lavacon

17. Content Wrangler
Scott went from
hosting conferences
conference speaker
Keynote speaker
While also
Facilitating marketing initiatives
Promoting Intelligent Content
Joining faculty at UC Berkeley
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18. Point 5: Create a community of peers
that will carry your message forward
The Content Wrangler LinkedIn Group
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19. Point 6: Stop creating content that
does not further your agenda
TC2LS
Action: Stopped answering basic questions on
software forums.
Reason: Provided no potential benefit and took
away from strategic time with clients
@mattrsullivan #lavacon

20. Point 7: Formulate a plan that
reinforces your message
Scriptorium
Our goal is to show our expertise and
trustworthiness. The consulting relationship is
quite a strong one, and we want people to
understand who we are so that they can decide
whether or not we're a fit for them.
@mattrsullivan #lavacon

21. Point 8: Identify new content that
meets your goals
Social Media
Forums
Customer support
@mattrsullivan #lavacon

22. Point 9: Identify existing content that
provides value to your audience
TCS2LS
Video Lighting
Scriptorium
We looked at the question of content strategy as
applied to technical content where there is quite a
dearth of information. Our goal was to fill that
gap.
@mattrsullivan #lavacon

23. Point 10: Identify Existing Content
that meets your goals
TC2LS
Webinar Series
Fm11 Reviewer’s Guide
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24. Point 11: Identify appropriate
channels for different types of
content
TC2LS
Webinars, twitter, forums (including LinkedIn
for interaction and content. LinkedIn, twitter,
facebook for broadcasting
@mattrsullivan #lavacon

25. Point 12: Use content that generates
buzz about your product
Scriptorium:
Clearly, the Content Strategy 101 book serves
dual purposes (income, marketing), but giving
away the book content on a web site means
that we get buzz, attention, distribute
information and prove that we know what we
are doing
@mattrsullivan #lavacon

26. TC2LS
Converted conference marketing materials into
classroom handouts
Video
Reused content (credited) to wistia.com
Produced for client
Posted to YouTube
Used in blog post
Promoted via social channels
@mattrsullivan #lavacon

27. Video – why?
Viewership stats from YouTube, 10/21/2013
More than 1 billion unique users visit YouTube
each month
Over 6 billion hours of video are watched each
month on YouTube—that's almost an hour for
every person on Earth, and 50% more than last
year
@mattrsullivan #lavacon

28. 100 hours of video are uploaded to YouTube
every minute
70% of YouTube traffic comes from outside the
US
YouTube is localized in 56 countries and across
61 languages
According to Nielsen, YouTube reaches more US
adults ages 18-34 than any cable network
@mattrsullivan #lavacon

29. Millions of subscriptions happen each day, and
the number of people subscribing has more
than doubled since last year
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30. Video – how?
Screencasts like Connect/GoToMeeting
MP4/FLV
PowerPoint recordings like Adobe Presenter
Demo/Simulation like Adobe Captivate
U3D
@mattrsullivan #lavacon

31. Presenter output
Powerpoint based
Easy to record and edit
Posted to YouTube
Placed in blog post
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32. Rules for all content marketing
Provide real value, no Goldilocks
Minimalist, simple language
Structure with tags
Video transcription/translation
@mattrsullivan #lavacon

33. Thanks for attending!
Matt R. Sullivan
@mattrsullivan
matt@mattrsullivan.com