Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Content is king! You must be able to produce consistent, quality and coherent content for your digital marketing mix. In this presentation in the 9 part digital marketing in a nutshell series, you'll learn the key elements of effective content marketing.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
In this presentation you can learn about the key elements for a successful online product launch. This is where the other presentations in this 9 part series all come together.
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
This presentation is one of the 9 part series "digital marketing in a nutshell" covering the essential business owners needs to understand about social media marketing.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Content is king! You must be able to produce consistent, quality and coherent content for your digital marketing mix. In this presentation in the 9 part digital marketing in a nutshell series, you'll learn the key elements of effective content marketing.
A 10 Step Blueprint To Content Marketing SuccessNewsCred
58% of content marketers plan to increase their budgets to create more content over the next year. If you're one of those marketers that's great, but do you know where to start? How do you create a team, plan to create great content, and scale it efficiently? We created the "10 Step Blueprint To Content Marketing Success" for marketers who are considering a content strategy and those who already have a content marketing system in place but are struggling with the strategy and process.
In this presentation you can learn about the key elements for a successful online product launch. This is where the other presentations in this 9 part series all come together.
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
This was discussed at the workshop on "Marketing 101 for Startups" conducted by HelloMeets at Hippo Video's office in Chennai.
Speaker & Presentation by:
Ganesh Mukundan, Content Marketing Specialist - Hiver
-Ganesh manages content creation & content marketing and engages with influencers for guest posts
-He is responsible for improving organic visits, driving inbound leads and helping the outbound team with outreach mailers
Presentation includes:
The three step content process:
-Content Ideation
-Content Creation
-Content Promotion
-Building a content calendar that could aid growth targets
-Experiment done by Hubspot to setttle the Quantity vs Quality blogging debate and its analysis
-Examples of Deep Tactical posts
-Increasing leads, visits & subscribers through great content.
-How to nuture leads via Email?
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
The Challenge
Deciding what to publish, how to publish it, for whom, in what format, are the modern day marketing challenges facing all businesses.
What’s on the slide deck?
In this slideshow I'll take you through 6 Steps To A Solid Content Marketing Plan, referencing a tried and tested framework that pulls together 6 interlinked and interdependent marketing and publishing disciplines:
1. Know your audience
2. Audit your content
3. Map your content to your buyer
4. Create your editorial calendar
5. Promote your content
6. Measure your performance
What will you learn?
You'll discover some the best content marketing tools and techniques and their inventors and see my recommendations for using them in your daily marketing business to deploy purposeful content marketing to help you attract customers and grow your business.
Detailed introduction to content marketing strategy for small businesses and non-profits. It includes a step-by-step plan and practical tips to help small business owners/marketing manager create and execute a feasible, sustainable content marketing strategy.
Presentation prepared for the Chicago Web Weekend Expo (Jan. 11-12, 2014)
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Social content that thrives in an overcrowded marketHarrison Blum
Social media used to be a place for businesses to thrive and increase brand awareness for little to no cost. Unfortunately, all of that has changed over the past several years.
As the popularity of social media grows, many of the most popular platforms have quickly become overcrowded. This has left many SMBs writing off social media as a serious marketing tool for their company.
Harrison Blum is pleased to share how SMBs can adapt and evolve its social content strategy to reach the modern customer.
With a disconnected pile of assets, we're unable to measure the efficacy of the program because it's not a program. It's a collection of disjointed assets. How do we change that? Begin with the end in mind.
In this guide you will document your editorial strategy, including:
1. Mission statement
2. Categories
3. Topics
4. SEO keywords
5. Editorial guidelines
6. Imagery guidelines
7. Quarterly, monthly and weekly planning calendars
8. Key metrics to track and when
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
How to drive customers to your website - Richmond Creatives TheoRuby
“How do I get customers to visit my website?” is the most common question we are asked by SMEs, so each action below is designed take you through the entire process from start to finish:
Analisi e presentazione dello scenario dell'Internet of Things: cos'è, cosa sarà, tecnologie attuali e future, scenari imprenditoriali. Lezione effettuata in collaborazione con On Screen Communications ed Emanuele Bonanni per I-Lab Luiss.
This was discussed at the workshop on "Marketing 101 for Startups" conducted by HelloMeets at Hippo Video's office in Chennai.
Speaker & Presentation by:
Ganesh Mukundan, Content Marketing Specialist - Hiver
-Ganesh manages content creation & content marketing and engages with influencers for guest posts
-He is responsible for improving organic visits, driving inbound leads and helping the outbound team with outreach mailers
Presentation includes:
The three step content process:
-Content Ideation
-Content Creation
-Content Promotion
-Building a content calendar that could aid growth targets
-Experiment done by Hubspot to setttle the Quantity vs Quality blogging debate and its analysis
-Examples of Deep Tactical posts
-Increasing leads, visits & subscribers through great content.
-How to nuture leads via Email?
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
The Challenge
Deciding what to publish, how to publish it, for whom, in what format, are the modern day marketing challenges facing all businesses.
What’s on the slide deck?
In this slideshow I'll take you through 6 Steps To A Solid Content Marketing Plan, referencing a tried and tested framework that pulls together 6 interlinked and interdependent marketing and publishing disciplines:
1. Know your audience
2. Audit your content
3. Map your content to your buyer
4. Create your editorial calendar
5. Promote your content
6. Measure your performance
What will you learn?
You'll discover some the best content marketing tools and techniques and their inventors and see my recommendations for using them in your daily marketing business to deploy purposeful content marketing to help you attract customers and grow your business.
Detailed introduction to content marketing strategy for small businesses and non-profits. It includes a step-by-step plan and practical tips to help small business owners/marketing manager create and execute a feasible, sustainable content marketing strategy.
Presentation prepared for the Chicago Web Weekend Expo (Jan. 11-12, 2014)
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Social content that thrives in an overcrowded marketHarrison Blum
Social media used to be a place for businesses to thrive and increase brand awareness for little to no cost. Unfortunately, all of that has changed over the past several years.
As the popularity of social media grows, many of the most popular platforms have quickly become overcrowded. This has left many SMBs writing off social media as a serious marketing tool for their company.
Harrison Blum is pleased to share how SMBs can adapt and evolve its social content strategy to reach the modern customer.
With a disconnected pile of assets, we're unable to measure the efficacy of the program because it's not a program. It's a collection of disjointed assets. How do we change that? Begin with the end in mind.
In this guide you will document your editorial strategy, including:
1. Mission statement
2. Categories
3. Topics
4. SEO keywords
5. Editorial guidelines
6. Imagery guidelines
7. Quarterly, monthly and weekly planning calendars
8. Key metrics to track and when
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
How to drive customers to your website - Richmond Creatives TheoRuby
“How do I get customers to visit my website?” is the most common question we are asked by SMEs, so each action below is designed take you through the entire process from start to finish:
Analisi e presentazione dello scenario dell'Internet of Things: cos'è, cosa sarà, tecnologie attuali e future, scenari imprenditoriali. Lezione effettuata in collaborazione con On Screen Communications ed Emanuele Bonanni per I-Lab Luiss.
Una panoramica sullo stato delle smart city. Aspetti critici, possibili sviluppi. Il passaggio da città smart a città empatica.
Workshop in Luiss i-Lab.
Content marketing is 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.What is content marketing?Why choose content marketing?How is content marketing different to traditional marketing?
11 Basic Features of Content Marketing: A SmallBiz Insightvsbma
Discover the 11 Basic Features of Content Marketing in this SmallBiz Insight. When a small business jumps right in to the ‘How’ and ‘Why’ of content marketing, the process can seem a bit overwhelming. It is a good idea to step back and look at all the elements of a content marketing strategy in order to gain perspective and recognize that, while strategic combinations can be infinite, the overall strategy is finite.
7 Steps To Creating a Documented Content Marketing StrategyVisme
To be more effective, you must have a documented strategy.
Here are 7 basic steps to make any year your most successful content marketing year!
1. Determine Your Objective
2. Develop Audience Personas
3. Reach Audience Needs
4. Set Yourself Apart
5. Define Your KPI
6. Create A Content Execution Plan
7. Match Ideas To Best Channels
http://www.visme.co/
An overview of how content marketing helps brands create new customers. Including content strategy, production, distribution, measurement and first-hand/third party case studies.
Learn Content Marketing Lingo: Here’s 17 of the basic terms!Brandon Rossi
Here is a list of some of the most basic terms in a content marketers arsenal. To understand some of the concepts on my blog you may need to just glance at this just to see what I am referring to more in-depth.
6 Basic guiding principles to help entrepreneurs and businesses get their content discovered. When it comes to content marketing - it's really not about you.
A presentation given by Joe Pulizzi to the Cleveland chapter of the AMA (American Marketing Association). The presentation covered 10 non-basic steps to get your content marketing off the ground and attracting and retaining customers.
Content Marketing Basics, Importance, Trends & FutureInsy Shah
In the current age of massive content consumption, it has become inevitable for a brand to ignore Content Marketing. This presentation covers basics of Content Marketing, current facts and figures and the future prospects.
This presentation explains the basics of Content Marketing and was created by Joe Hines, Professor of Marketing. Joe also offers complete Content Marketing support for your SMB. Want to reach out to Joe? Use either option:
e: joe@acubedmarketing.com
c: 714-872-0561
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Content is one of the hottest topics in marketing, and while it can be simple once you get started, many companies struggle in the early stages. In this session, join Ann Handley, CC Chapman and Christopher Penn as they map out a process you can follow to generate ideas, understand your customers' journey, the nuts and bolts of content creation and how to get the most reach and value out of your content.
You'll learn:
• What topics to cover
• What to do when the right idea doesn't jump out
• How to maximize the value of each piece of content for multiple audiences and channels
• Best practices for creating content in a busy workday
• How to explain the value of content to internal stakeholders
• How to measure the value of your efforts
As the practice of content marketing evolves, it’s not only the term itself that is difficult to define, but even more so the role for social media and public relations professionals. Maccabee Vice President and Social Media Director Christina Milanowski explains the state of content marketing with tips and tricks for creating quality content and how to start a best-in-class content marketing program at your B2B or B2C organization. To learn more about content marketing, visit MaccaPR.com.
The Basic Principles of Content Marketing and SEO to Generate More Inbound LeadsRyan Hanley
Done right content marketing and SEO allow your business to get found in search at the exact moment consumers need your product. Understanding the basic principles of content marketing and SEO builds a solid foundation to generate more inbound leads...
This presentation will give you an overview of blogging, content, social media, and email marketing so you can begin to formulate a strategy for driving more traffic and leads through your website.
- Get started with blogging and set sensible goals for your content strategy
- Circulate your content using social media and email marketing
- Convert your blog visitors to leads with compelling content offers
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for 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.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
How can you plan your content marketing initiatives? What types of content are most effective for B2B companies? And importantly, how can you actually measure the result of your content marketing?
A Guide to Modern B2B Content Marketing from Modern Marketing Partners will answer those questions and take you through the content marketing process; including planning, implementation, and measurement. Download at http://www.modernmarketingpartners.com/Download-Whitepaper-Guide-To-Modern-B2B-Content-Marketing.cfm
Developing a Content Marketing Strategy for Your BusinessChristian Buckley
Six steps to developing a winning content marketing strategy and jump-starting your overall marketing plans. Presentation given at the 2013 Microsoft Worldwide Partner Conference (#WPC13) in Houston, Texas by Christian Buckley (@buckleyplanet), evangelist for Axceler (www.axceler.com).
Content Marketing: A definitive guide for 2022steeve jonsons
By using content marketing, you can win the hearts of your audience.
Create an immersive experience for potential customers so they can see
how your product or service solves their problems or fulfills their desires.
Do this, and you'll get more sales.
This presentation provides concrete guidelines and information for writing effective blog articles that create a positive user experience and reache your organization's goals. For writers, bloggers, and marketers.
Navigating Social Media in 2015 - Presentation (Blank Page Consulting)Danni Eickenhorst
Blank Page Consulting President Danni Eickenhorst presents this social strategy 101 - from developing your message to choosing your platform. More at www.BlankPageSTL.com.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. • It’s a marketing strategy
• Used to market (promote, sell, get attention to) something
• Using content
• Published on an personal or on a third party channel
What is Content Marketing
4. I blog, therefore I do content
marketing!
Content marketing IS NOT blogging
Blogging producing content
Content marketing using content as a tool for marketing.
Therefore:
Think as a marketer, not as a blogger!
Biggest rookie mistake
5. Corollary 1:
Your business must work by itself
content marketing will not solve
business problems
Corollary 2:
Your content must be aligned with your
business and with your audience
Remember
6. Meaning: what is your angle? Your theme? Why your
content is different from anyone else’s one?
You can provide tools, insights, actionable items, opinions.
Something unique and valuable for your audience.
Hint: the latest news from your industry? If it’s “just the
news”, there are already a thousand other content
providers around.
Unique Selling Proposition
7. The goal of content marketing is to build a
relationship and to build trust.
It takes time.
Time
8. What is a content marketing strategy?
• What goal (this is important: a strategy is not how to reach a
goal. Strategy is choosing a goal and planning the actions to
reach it.)
• What content
• What unique selling proposition
• For whom
• Where to deploy
• How to measure results.
Content marketing is marketing strategy
9. We create content for a community with a problem
Do not think about a “persona” but a community.
How can you help them solve the problem?
With your business!
How do they know?
Because your content already helps them solve a part
of their problem or a related one.
Create value by being helpful!
Content Creation
10. It’s very rare that a single piece of content will
help you reach your goal.
It’s the whole of the content that reaches the
goal (or fails!)
The whole strategy!
What to measure
11. Do not publish your content only on your channels.
Look for partnerships!
• Be a guest blogger
• Participate in a podcast
• Talk at events
• Invite others, who have an audience aligned to yours, to
appear on your blog, podcast, event…
• Spread your content where your audience is (social
media, Medium, other blogs, Product Hunt…)
Time and channels
12. Content marketing is not about producing as much
content as possible.
Is about producing high quality content with a purpose
Content can be everything, from blog posts to software.
Find the content type you are better at producing and
aligned with your audience's interests.
Content must be useful.
It must solve a pain point of your audience.
Content must be linked with your business.
If your audience trusts your content, becoming customers
should be a natural choice.
Takeways
14. • It’s a marketing strategy. So your content must serve your
goals. Did you set your goals?
• Content must be aligned with your business: it’s the bridge
that takes people with a problem to your solutions. You need
to use it to build trust and generate leads.
• Content is a generic word that encompasses everything from
short tweets to images to audio and video to software to free
games.
• It must be as spreadable as possible: you don’t want to get
people to your website, but content to potential clients and
potential clients to your business.
For Content Marketing you need content!
15. • What kind of content will be your main tool?
Long form blog posts
Infographics
Memes
Newsletters
Excel templates…
Concentrate on something that you can easily, repeatedly
and reliably create.
Remember: it must be top quality!
Format
16. • What will be your main theme?
Deep analysis, numbers and data crunching, radical
transparency, contrarian positions (“everybody thinks X,
but actually…”), forecasting and previsions, tutorials, news
from the trenches, tools, actionable suggestions,
identification of and solutions to common fears/pain
points…
Whatever your angle is, remember: your content must
clearly address and solve a common problem of your
audience and be immediately useful. For long term
usefulness, a turn key solution or a professional solution,
the answer is your business.
Angle
19. Say NO to short, generic filler posts, infographics that
state the obvious, poorly thrown together videos or
podcasts, recycling of news from already available on
thousands of websites without adding nothing of yours.
It is better to produce nothing than to waste your
audience’s time with generic, poorly thought, not
useful content that you put out just to meet a quota.
Content is a commodity.
Good content is a solution to a problem. Differentiate
yourself from the competition by finding an unique angle,
solving a problem and building trust.
Before starting
20. When producing written content, do not get obsessed
with SEO but first learn to produce great content, then
think about on site and off site SEO techniques and
best practices.
A word about SEO
21. • If you use Wordpress or any modern CMS, part of the on
site SEO is managed by the CMS. Use a SEO plugin.
• Find the proper keywords by reading other industry sites
and their comments.
• Find keyword also by looking at the suggested searches on
Google.
• Open a Google AdWords account to use the Keyword
Plannner Tool.
Few suggestions about SEO - 1
22. • Use the Keyword in your title, opening paragraph,
summary and where appropriate – without overdoing!
• Do not write clickbaiting titles like “Entrepreneur X did
this and you can’t imagine what happened next!” Unless
your business is build on clickbaiting!
• If you mention a person or firm, it’s ok to write them
that you mentioned them and ask for a shout out.
• Spread your content on your appropriate social
networks.
Few suggestions about SEO - 2
23. Your content should be as professional looking as possible. If you are not good
with writing, hire a copywriter. If you are not good with graphics, hire a designer.
Your content should be differentiated from the competition's. Maybe your
analysis are deeper than anyone else’s. Or you explain difficult stuff using only
animated gifs from Monty Python shows. Find your unique approach to your
content.
Your content should be useful. After consuming it, your audience must be able to
immediately act upon your words and make their life a little easier.
Your content should build trust and establish you as an expert in your field.
Clickbaiting titles for generic blog posts do not build trust or picture you as an
expert.
Your content must be a tool to reach your marketing goals. Produce content
aligned with these goals.
Your content should invite your audience to become your customers. The content
should be aligned with your business (“do not focus on legal advice, if you are a
design firm!”)
Checklist time!
24. Content marketing is a marketing strategy, so it
should be build along the typical marketing
rules of
Plan
Execute
Measure
You must set the goals you want to reach
with your content marketing strategy and
define how to track results obtained by your
content.
Measure your results
25. • Facebook likes (very weak), (better), positive comments
(better yet)
• Shares on other social networks – or shares on a social
network more relevant than Facebook for your business.
• On site comments.
• E-mail comments.
• Conversions (newsletter sign ups, downloads, business
inquiries)
• New/recurring visits on website.
• Time on site.
Of course, there should be a link between content
results and your marketing goals.
What results?
26. Content marketing is a marketing strategy that uses content
as a tool. What is your strategy?
Find sources of ideas: influencers, newspapers, social media.
Look for ideas outside your niche. And don’t forget direct
interactions with the people you want to create content for:
on comments, social networks, live meetings.
Do not waste time on low quality content. Create high
quality content useful for your audience and for your
business.
Measure your results. Define your KPI, how to monitor them
and how they indicate that you are reaching your goals.
Takeaways
28. Your theme and unique selling proposition are the
basis of your publishing format:
• What are you going to talk about?
• In what style?
• With what voice?
• Using what tools?
This is the description of what you do
Publishing format
29. From the publishing format stems the publishing
plan, that we use for
• Creating relevant content
• Defining a style and a tone of voice: your
content’s identity
• Highlighting the key concepts we want to
communicate
• Planning your publishing calendar
Publishing plan
30. This is the description of your actual content :
“I curate a weekly podcast on business innovation, with
several entrepreneurs as guest speakers”. “I create
monthly infographics that show Internet Of Things
adoption across industries.”
Description of content
33. Business Strategy
Content marketing Strategy
Publishing
Format
Themes Angle
Publishing Plan
Features
Creation, posting, community
management
Channels
Strategy
Operations
Design
Calendar
Remember the global strategy
34. Your life as a content marketer is simpler when
• You work less on producing content (so you can find
new themes, ideas, sources).
• You work smarter (so you can devote every minute of
your work in doing outstanding work, with less overhead
and wasted time as possible).
You should find the recipe that works the best for you to
get this results, but it will surely be made of
• Planning
• Automation
• Collaborations
How to simplify your life
35. Planning means that you – and your collaborators – know
who must do what and when.
Planning means that you know where to look for ideas
and what content you must produce – and why! – before
starting to produce content.
Planning means that you have a contingency plan for
every step of your plan. A few tools:
• Witheboard
• Post-it notes
• Shared Excel file
• Slack
• Trello
Planning
36. Automations means that you delegate to a computer as
much repetitive jobs as possible, so you can
concentrate on high added value activities, like creating
astounding content and disseminate it.
Use an RSS aggregator, Twitter lists, news discovery apps
to surface ideas and information.
Use shared folders, Dropbox, Google Docs to work on a
single version of your files and have them automatically
archived and versioned.
Use an automated action in Photoshop or a web app if
you always need images cropped to the same sizes.
Do not do any kind of manual, repetitive, dull job that
can be automated: you’ll save time and reduce errors.
Automation
37. Collaboration means two things.
Assemble a team that helps you producing great content.
Focus on what you are great at and delegate what you
cannot do. You can be a great writer, designer, website
admin. You can find the best guest bloggers or create a
wonderful network of relationships. But do not try to do
everything all the time.
Establish a network outside your team to help you create
and spread your content.
Find influencers with a recognized name in your industry
and invite them to be a guest in your videos.
Create a relationship with people that can upvote your
podcast on Product Hunt.
Have experts guest blog on your Medium channel.
Do not work alone.
Collaborations
38. Show some love to your archive
After having spent so much effort in creating awesome
content, it would be a big mistake to use it only once.
Archive material is useful in many ways.
Timeless content can be re issued as is or with minor
variations every time you have a reason to do so – think
about all those articles on daylight savings time.
Content that keeps attracting traffic can be shared on
different channels. Or can be the inspiration to create
more similar content.
Successful content can be shared again on your social
networks: for new followers it will be new content.
Do not forget your old content
39. Create a publishing format and a publishing plan. It will
make every phase of content creation easier and focused
on your business goals.
Automate as much as possible. Concentrate on your core
tasks and high value jobs, leave the rest to machines.
Create teams and networks. From content creation,
dissemination and managements every step will be easier.
Do not forget your archives. Old content can – and usually
will – be useful more than once.
Takeaways