Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
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.
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integr...Patty Radford Henderson
It’s time to change your marketing model.
Most brands run on advertising-driven, campaign-based, one-way, mass communication efforts focused on affecting brand awareness and positioning. This approach no longer works. You need integration and to be in constant communication with your prospects, members and customers. But how?
Patty will share the essentials to creating and executing a consumer-centric editorial plan with relevant content at the core. She’ll provide guidance on developing an integrated plan that attracts, engages and nurtures through all channels: website, email marketing, search, social, online advertising, mobile. She’ll even throw in offline channels for kicks!
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...Daire Dalton
The topic for this session is “Maximising the impact from advocacy tools LinkedIn Elevate, Hootsuite Amplify, Smarp”
Some of the areas covered in the session were:
1. How employee advocacy impacts employer branding efforts
2. Types of content employees most commonly share
3. Identifying the best content mix for your platform
4. Tips for getting the most value from your current (or future) tools
Content Marketing
Here is my presentation from the ACEF Asian Customer Engagement Awards (25-April-2015). This covers the basics of planning and executing content marketing campaigns online. It gives a working content marketing framework and content strategy, as well as used cases from ICICI Lombard, Koovs.com, Standard Chartered Bank.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
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.
Constant Content: Creating an Editorial Plan That's Relevant, Timely & Integr...Patty Radford Henderson
It’s time to change your marketing model.
Most brands run on advertising-driven, campaign-based, one-way, mass communication efforts focused on affecting brand awareness and positioning. This approach no longer works. You need integration and to be in constant communication with your prospects, members and customers. But how?
Patty will share the essentials to creating and executing a consumer-centric editorial plan with relevant content at the core. She’ll provide guidance on developing an integrated plan that attracts, engages and nurtures through all channels: website, email marketing, search, social, online advertising, mobile. She’ll even throw in offline channels for kicks!
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...Daire Dalton
The topic for this session is “Maximising the impact from advocacy tools LinkedIn Elevate, Hootsuite Amplify, Smarp”
Some of the areas covered in the session were:
1. How employee advocacy impacts employer branding efforts
2. Types of content employees most commonly share
3. Identifying the best content mix for your platform
4. Tips for getting the most value from your current (or future) tools
Content Marketing
Here is my presentation from the ACEF Asian Customer Engagement Awards (25-April-2015). This covers the basics of planning and executing content marketing campaigns online. It gives a working content marketing framework and content strategy, as well as used cases from ICICI Lombard, Koovs.com, Standard Chartered Bank.
CAURA 2014 Workshop: Marketing & Storytelling to Promote ResearchVisnja Milidragovic
Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.
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.
Academic Program Pages in Higher EducationmStoner, Inc.
Download this webinar for free: http://mstnr.me/2bUN36T
Less is more; the visuals are the narrative; and the moment is what matters most. Join mStoner’s Senior Creative Director Ben Bilow and User Experience and Visual Designer Abby McLean as they discuss the research and rationale behind their work on Columbia College Chicago’s academic program finder, program pages, and faculty highlight collection.
What you’ll learn:
• How prospective students find and explore programs.
• What information they find most — and least — helpful and intriguing.
• How to structure your program pages clearly and consistently.
• What you should consider in planning a responsive program finder.
Content Design: Where IA and content strategy convergeBrain Traffic
Add to Google Calendar
Description
In a digital world that’s flooded with content, it’s important to adopt a grounded approach for content strategy and management. Content design is an essential place to begin your journey to content maturity. In this workshop, Meghan Casey clarifies the role of content design for websites and empowers you with a practical framework and useful tools gleaned from her book, The Content Strategy Toolkit.
5 Content Marketing Strategies/Tools to add value and enhance your practice. This session focused heavily on message develop and target audience selection. 60% of the audience -- mostly occupational health nurses -- was focused on internal marketing; 20% on external marketing and 20% on both. 60% of the audience focused on marketing to increase awareness of their practice with 20% focused on getting more clients/patients.
Building a Sales Enablement Plan That Works Lital Barkan
Whether you're just getting started with a sales enablement strategy or fine-tuning an existing strategy, this power-hour session with Dani Buckley covers the best practices, frameworks, and hacks that you can follow to massively drive the results of your strategic efforts.
Included:
- The four buckets of sales enablement
- What actionable steps to take for getting started with your own sales enablement content plan
- Best practices for ensuring results, effectiveness, and adoption inside your organization
- Pro tips to help you turn insights into action items
By now you probably know that content marketing is important, but do you have a good playbook for how to do it? What about budget? Resources? Ideas? Solutions?
Every company can do content marketing and generate content that engages, shared and drives business results, but there are different ways to do it on a budget.
WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]HubSpot
In this session, John Jantsch, author of Duct Tape Selling will define once and for all the ins and outs of inbound selling and more importantly outline how any business owner, marketer and salesperson can install an inbound marketing system that helps them attract more ideal clients, build authority and expertise in the market and yes, close more deals.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
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:
CAURA 2014 Workshop: Marketing & Storytelling to Promote ResearchVisnja Milidragovic
Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.
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.
Academic Program Pages in Higher EducationmStoner, Inc.
Download this webinar for free: http://mstnr.me/2bUN36T
Less is more; the visuals are the narrative; and the moment is what matters most. Join mStoner’s Senior Creative Director Ben Bilow and User Experience and Visual Designer Abby McLean as they discuss the research and rationale behind their work on Columbia College Chicago’s academic program finder, program pages, and faculty highlight collection.
What you’ll learn:
• How prospective students find and explore programs.
• What information they find most — and least — helpful and intriguing.
• How to structure your program pages clearly and consistently.
• What you should consider in planning a responsive program finder.
Content Design: Where IA and content strategy convergeBrain Traffic
Add to Google Calendar
Description
In a digital world that’s flooded with content, it’s important to adopt a grounded approach for content strategy and management. Content design is an essential place to begin your journey to content maturity. In this workshop, Meghan Casey clarifies the role of content design for websites and empowers you with a practical framework and useful tools gleaned from her book, The Content Strategy Toolkit.
5 Content Marketing Strategies/Tools to add value and enhance your practice. This session focused heavily on message develop and target audience selection. 60% of the audience -- mostly occupational health nurses -- was focused on internal marketing; 20% on external marketing and 20% on both. 60% of the audience focused on marketing to increase awareness of their practice with 20% focused on getting more clients/patients.
Building a Sales Enablement Plan That Works Lital Barkan
Whether you're just getting started with a sales enablement strategy or fine-tuning an existing strategy, this power-hour session with Dani Buckley covers the best practices, frameworks, and hacks that you can follow to massively drive the results of your strategic efforts.
Included:
- The four buckets of sales enablement
- What actionable steps to take for getting started with your own sales enablement content plan
- Best practices for ensuring results, effectiveness, and adoption inside your organization
- Pro tips to help you turn insights into action items
By now you probably know that content marketing is important, but do you have a good playbook for how to do it? What about budget? Resources? Ideas? Solutions?
Every company can do content marketing and generate content that engages, shared and drives business results, but there are different ways to do it on a budget.
WHAT IS INBOUND SELLING? (AND WHY YOU NEED IT NOW) [INBOUND 2014]HubSpot
In this session, John Jantsch, author of Duct Tape Selling will define once and for all the ins and outs of inbound selling and more importantly outline how any business owner, marketer and salesperson can install an inbound marketing system that helps them attract more ideal clients, build authority and expertise in the market and yes, close more deals.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
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:
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Big Content Alliance
Personalization requires a robust content strategy to support it. Many organizations are within various levels of maturity to roll-out and support ongoing personalization and evolution.
Kevin Nichols and Kathy Baughman demonstrate operational readiness for personalization with recommendations around a content strategy approach to support for organizations. Any B2B or B2c can benefit from this knowledge; including if:
• You’re just getting started with personalization
• You’ve been experimenting but need a more cohesive approach
• You’ve purchased multiple platforms but still need to optimize your content strategy
From this presentation you will learn:
• How to identify five roadblocks to personalization success
• Tips for turning personalization experiments into cohesive strategy
• How to think contextually about your technology investments
7 Ways To Turbocharge Lead Nurturing Programs with Advocate-Generated ContentInfluitive
Everyone knows content is king. Content drives top-of-the-funnel lead flow and is the heart of every nurturing program that moves prospects to become customers. But content development is hard. Especially when you want to include customer proof points and value statements that deliver true credibility.
In this webinar, you will learn how to mobilize your fans and advocates to help generate new material that will engage your leads and propel opportunities ahead toward wins.
BlueBird Strategies and Influitive will share best practices, tips, and tricks learned from working with hundreds of customers, and describe a blueprint for building and optimizing your current nurturing program, stage-by-stage.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
Content the Searh Engines will Love with Andy ArestodinaDigital Megaphone
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? In this presentation Andy Crestodina will cover five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Watch the presentation here: https://www.youtube.com/watch?v=AlclI4k8vRk
Find out more about upcoming events at www.digitalmegaphone.com
This session will cover some of the big themes and changes facing the world of search marketing. From the continued rise of voice search to the burgeoning technology around visual and video recognition, the world of search marketing as we know it is changing significantly. Add the complexity of new devices like smart screens, automotive platforms, smart watches, augmented reality cameras and glasses our notion of “search” is going to be changing drastically in the 2019 and beyond.
find out more about our upcoming events at www.digitalmegaphone.com
From creating compelling content to growing your audience, Jake VanKersen, Video Producer at Morningstar will share tips he’s learned while waking-up, activating and growing Morningstar’s Youtube audience and views.
This session will cover
Creating brand awareness
* The benefits of publishing on a consistent schedule
* Growing your audience
* Creating titles that get people to click
* The value of experimenting
* Know your numbers
Presentation video: https://www.youtube.com/watch?v=gcHvVNAv21o
Creating Memorable Experiences for Clients with AR and VRDigital Megaphone
Leslie Marshall, Head of Experiential Marketing at Morningtar shares how they incorporate VR and AR at their conferences to enhance sponsor, employee and attendee experiences.
Watch the video here - https://www.youtube.com/watch?v=JBEbVuadeLQ
Find out more about our upcoming events at - www.digitalmegaphone.com
Kary McIlwain - Megaphoning it in! The Social Side of Healthcare MarketingDigital Megaphone
You may have seen the story about Drake visiting the young heart transplant patient at Lurie Children’s Hospital after her family posted a video of her doing the Kiki Challenge from her wheelchair. The touching video and posts about the visit touched hearts around the world, reaching tens of thousands on social media, earning a myriad media impressions.
As seamless as this all may have seemed, an incredible effort and fine-tuned strategy unfolded behind the scenes. A dedicated team from the hospital helped spread the word about the video, orchestrate Drake’s visit and leverage the experience into a touching story.
Patient privacy, tapping into connections to reach out to Drake’s people to set the guidelines of the visit, getting out to the media and more, Kary Mcilwain, CMO, Ann & Robert H. Lurie Children’s Hospital will share the story behind the story.
Point-of-Care (POC) marketing is the only tactic that puts your brand at the point of script, at the exact moments doctors and patients are thinking about and discussing treatment options.
From the waiting room, to the exam room, to the back office, and now to beyond the office, thanks to mobile technologies, POC marketing provides a connection point between your brand, the doctor, and patient.
You will learn:
- How to succeed in POC: Creating campaigns that produce results
- Powerful examples of effective POC campaigns
- Important POC metrics
- Choosing a POC partner
- How to ensure promised services are delivered
Social media is one of the most disruptive forces to happen to marketing in decades. It has transformed how we gather information and engage with one another. Patients, Caregivers and HCPS are using social media more and more to achieve their goals. And Healthcare and Pharma are embracing social media as a viable marketing channel. So where do we go from here?
In this session, we will:
- Explore the evolving social media landscape
- Discuss the latest social media trends
- Delve into the opportunities and challenges in using social media in the healthcare ecosystem
The future is here and Rust- Oleum is at the forefront. They use AI to listen to what people say AND analyze the visuals they share. This AI has allowed Rust-Oleum to identify trends before consumers can even begin to verbally articulate them.
Lindsay Lewis, Rust-Oleum Social Media Manager shares a glittering example of how Rust-Oleum is leveraging AI to discover insights that are driving product development, R&D and innovation.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? In this presentation Andy Crestodina will cover five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You’re about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
Leveraging Traditional Holiday Moments for Unexpected Brand BuzzDigital Megaphone
Breaking through the salty snack marketplace requires inventive thinking and creative gusto. Last Thanksgiving, Pringles made an impact by taking a traditional holiday and turning it on its head. Pringles brought the taste of Thanksgiving to people who couldn’t make it home for the holidays by creating the first-ever Pringles’ Thanksgiving Dinner. One feast, eight new flavors; turkey, gravy, mashed potatoes, pumpkin pie – all of the classics made the cut…and made headlines.
Leveraging Sales Funnels to Build Loyalty and Increase RevenueDigital Megaphone
Capturing your prospects and customers attention at the right time is essential to building loyalty and driving purchases. In this session, you’ll learn how to develop a strategic communications plan that moves your customers from inquiry to purchase decision and builds long term loyalty
Advanced Google Analytics with Andy Crestodina - Part 3Digital Megaphone
Are you getting the most from your Analytics? Are your analytics set up properly or are you new to Google Analytics? And which of your marketing activities have the most impact?
In this session, Andy will show you how to maximize the value of your Analytics. You’ll go beyond the basic reports, into the deeper analysis with the real value is hiding. We’ll take you step-by-step through setup, finding insights and taking action.
You'll learn how to find the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth waiting to be discovered in your Analytics
Join us LIVE for a summit or workshop in Chicago: Find out more about our latest events at: http://digitalmegaphone.com/chicago-digital-marketing-workshops-conferences-and-summits/
Advanced Google Analytics with Andy Crestodina - Part 2Digital Megaphone
Are you getting the most from your Analytics? Are your analytics set up properly or are you new to Google Analytics? And which of your marketing activities have the most impact?
In this session, Andy will show you how to maximize the value of your Analytics. You’ll go beyond the basic reports, into the deeper analysis with the real value is hiding. We’ll take you step-by-step through setup, finding insights and taking action.
You'll learn how to find the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth waiting to be discovered in your Analytics
Join us LIVE for a summit or workshop in Chicago: Find out more about our latest events at: http://digitalmegaphone.com/chicago-digital-marketing-workshops-conferences-and-summits/
Advanced Google Analytics with Andy Crestodina - Part 1Digital Megaphone
Are you getting the most from your Analytics? Are your analytics set up properly or are you new to Google Analytics? And which of your marketing activities have the most impact?
In this session, Andy will show you how to maximize the value of your Analytics. You’ll go beyond the basic reports, into the deeper analysis with the real value is hiding. We’ll take you step-by-step through setup, finding insights and taking action.
You'll learn how to find the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth waiting to be discovered in your Analytics
Join us LIVE for a summit or workshop in Chicago: Find out more about our latest events at: http://digitalmegaphone.com/chicago-digital-marketing-workshops-conferences-and-summits/
Driving traffic is hard work. And it’s wasted work if your site doesn’t convert your visitors into leads and customers.
So why do visitors take action? What makes them stay, read, believe and click?
This presentation is a breakdown of the major conversion factors in terms you haven’t heard before. And it begins and ends with content. The insights Andy will share were discovered during the planning of more than 1000 websites over the last 16 years. Andy will share secrets for conversion optimization through content.
Shopping Habits of Parents of Tomorrow Today - Social Media Masters SummitDigital Megaphone
Learn valuable insights from babycenter.com’s latest research on Millennial Moms, Millennial Parents, and Older Gen Z parents (18 – 24)- You’ll learn what grabs their attention, dollars and loyalty.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
2. Concentric Content Marketing - Content Boot Camp 2
The Content Process
The cycle of conversation.
Keynote Template
3. Concentric Content Marketing - Content Boot Camp 3Keynote Template
Tonight
• Intro
• Process
• Goals
• Practice
• Research
• Practice
• Ideation
• Practice
• Creation
• Practice 1
• Practice 2
• Distribution
• Practice
• Measurement
• Practice
4. Concentric Content Marketing - Content Boot Camp 4
What We’ll Cover
How To
We’ll walk through the
basic steps of each
stage in the content
process.
Tools & Templates
You’ll get the tools and
templates that the pros
use in their content
process.
Practice
We’ll take 5 minutes to
practice what we’ve
learned.
5. Concentric Content Marketing - Content Boot Camp 5
Why?
Content Process
3 Hours Per Post
- Jay Baer, Convince & Convert
Write a 300-500 word post on one of the
biggest trends in your industry.
6. Concentric Content Marketing - Content Boot Camp 6
Content Process
Creation
Creating content that fits your audience’s
preferred mediums and channels.
Distribution
Distributing content through your
audience’s preferred channels and
listening to the response.
Research
Understanding your audience, industry,
and culture.
Ideation
Turning your research into content ideas
and next steps.
Content
Process
Measurement
Measuring and analyzing response to
content. Adjusting content efforts as
needed.
7. Concentric Content Marketing - Content Boot Camp 7
Setting Goals
Increase conversion rates in 2015
32.500
65.000
97.500
130.000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2015 2014
8. Concentric Content Marketing - Content Boot Camp 8
Setting Goals
What are your content marketing goals?
How will you measure them?
• Traffic/conversions
• Sales
• Newsletter signups
12. Concentric Content Marketing - Content Boot Camp 12
Foundational Research
Who …is your audience?
…do they listen to?
What
When
Where
Why
How
…are they talking about?
…challenges are they facing?
…are they talking?
…are they asking for help?
…are they talking?
…are they talking about these topics?
…are they using these platforms?
…are they consuming content? What format?
…are they using these platforms?
…are they getting their information/data?
14. Concentric Content Marketing - Content Boot Camp 14
Ongoing Research
Follow influencers & create
lists.
Follow these topics and
answer their questions.
Note trends, characteristics
and usage.
Who
…is your audience?
…do they listen to?
What
When
Where
Why
How
…are they talking about?
…challenges are they facing?
…are they talking?
…are they asking for help?
…are they talking?
…are they talking about these topics?
…are they using these platforms?
…are they consuming content? Format?
…are they using these platforms?
…are they getting their information/data?
Set up profiles,
recognize similarities.
Be active during these
times.
Stay aware of similar
platforms/topics.
15. Concentric Content Marketing - Content Boot Camp
Do it later
15
Research
Do it now
VS.
10 minutes per day 25 minutes per post
16. Concentric Content Marketing - Content Boot Camp 16
Research - Free Tools
Who
What
When
Where
Why
How
betalist.com, IFTTT, Exact Target,
Mention
WeFollow, FollowerWonk, Riffle
Buffer, SocialBro, Mention
Google Trends, Alexa, Alltop, Trend Hunter,
Trendspottr, Social Mention, Google
Keywords
Google Trends, SurveyMonkey
Google Analytics, Google Trends, Alexa,
Technorati, Mention
17. Concentric Content Marketing - Content Boot Camp 17
Research Practice
✓ Select an audience group
✓ Research 3 topics
✓ Select 1 topic
✓ Determine preferred format & platform
Research
34. Concentric Content Marketing - Content Boot Camp 34
Creation - Storytelling
• What point are we trying to
make?
• What problem are we
solving?
MessageStep 1
DataMessage Restate
35. Concentric Content Marketing - Content Boot Camp 35
Creation - Storytelling
• Examples
• Data to support our
statements.
DataStep 2
DataMessage Restate
36. Concentric Content Marketing - Content Boot Camp 36
Creation - Storytelling
RestateStep 3
DataMessage Restate
• Wrap up your content
• Drive towards a call to
action.
37. Concentric Content Marketing - Content Boot Camp 37
Creation
• Paragraph 1 - point 1
• Paragraph 2 - point 2
• Paragraph 3 - point 3
Intro Paragraph
Body
Conclusion
• Thesis with 3 supporting points.
• Restate thesis, summary of 3 points.
38. Concentric Content Marketing - Content Boot Camp 38
Creation Practice
✓ What is the message/thesis of your content?
✓ Find at least 1 example or supporting data
point for your thesis.
Create Content Outline
41. Concentric Content Marketing - Content Boot Camp 41
Ongoing Research
Who
…is your audience?
…do they listen to?
What
When
Where
Why
How
…are they talking about?
…challenges are they facing?
…are they talking?
…are they asking for help?
…are they talking?
…are they talking about these topics?
…are they using these platforms?
…are they consuming content? Format?
…are they using these platforms?
…are they getting their information/data?
SB owners, CEOs,
Paperless Experts
Going paperless, environment
Best price, managing supplies
Text, video, images
Ask questions, start convos
Google! Lots of research
Industry sites & events,
social media
Early morning,
Beginning & end of the year
Meeting demands of their role
Platforms have trusted experts
47. Concentric Content Marketing - Content Boot Camp 47
Creation Practice
✓ Find a content optimization tool that will
make sure your content is optimized for your
distribution platform & format.
Example: Use Google to search “Optimize
articles for LinkedIn”
Content Optimization
49. Concentric Content Marketing - Content Boot Camp 49
Content Process
CreationDistribution
Research
Ideation
Content
Process
Measurement
50. Concentric Content Marketing - Content Boot Camp 50
Distribution
Getting your content in front of your audience
Keynote Template
51. Concentric Content Marketing - Content Boot Camp 51
Distribution
CopySchedule Publish
Where & when
Distribution post copy
Sharing strategy
52. Concentric Content Marketing - Content Boot Camp 52
Ongoing Research
Who …is your audience?
…do they listen to?
What
When
Where
Why
How
…are they talking about?
…challenges are they facing?
…are they talking?
…are they asking for help?
…are they talking?
…are they talking about these topics?
…are they using these platforms?
…are they consuming content? What format?
…are they using these platforms?
…are they getting their information/data?
53. Concentric Content Marketing - Content Boot Camp 53
Distribution - When
https://
blog.kissmetrics.com
/science-of-social-
timing-1/
55. Concentric Content Marketing - Content Boot Camp 55
Distribution
CopySchedule Publish
Where & when
Distribution post copy
Sharing strategy
56. Concentric Content Marketing - Content Boot Camp 56
Distribution - Writing
• Be actionable
• State a benefit & generate curiosity
• Use target keywords
• Be short & sweet
Your copy should:
57. Concentric Content Marketing - Content Boot Camp 57
Distribution - Ideal Post Length
https://blog.bufferapp.com/
the-ideal-length-of-
everything-online-according-
to-science
58. Concentric Content Marketing - Content Boot Camp 58
Distribution
CopySchedule Publish
Where & when
Distribution post copy
Sharing strategy
62. Concentric Content Marketing - Content Boot Camp 62
Distribution Practice
✓ Select a distribution channel from your
research
✓ Write distribution post copy for your content
✓ Determine WHEN you will publish that post
Write one post for publication
66. Concentric Content Marketing - Content Boot Camp 66
Measurement
ValidateAnalyze Refine
Review data
Validate or reject
Adjust hypotheses
67. Concentric Content Marketing - Content Boot Camp 67
Setting Goals
What are your content marketing goals?
How will you measure them?
• Traffic/conversions
• Sales
• Newsletter signups
68. Concentric Content Marketing - Content Boot Camp 68
Measurement - Analyze
Are we moving towards our goal?
Can we get there faster?
What is next?
70. Concentric Content Marketing - Content Boot Camp 70
Initial Research
SB owners, CEOs,
Paperless Experts
Going paperless, environment
Best price, managing supplies
Text, video, images
Ask questions, start convos
Google! Lots of research
Who
…is your audience?
…do they listen to?
What
When
Where
Why
How
…are they talking about?
…challenges are they facing?
…are they talking?
…are they asking for help?
…are they talking?
…are they talking about these topics?
…are they using these platforms?
…are they consuming content? Format?
…are they using these platforms?
…are they getting their information/data?
Industry sites & events,
social media
Early morning,
Beginning & end of the year
Meeting demands of their role
Platforms have trusted experts
72. Concentric Content Marketing - Content Boot Camp 72
Initial Research
SB owners, CEOs,
Paperless Experts
Going paperless, environment
Best price, managing supplies
Text, video, images
Ask questions, start convos
Google! Lots of research
Who
…is your audience?
…do they listen to?
What
When
Where
Why
How
…are they talking about?
…challenges are they facing?
…are they talking?
…are they asking for help?
…are they talking?
…are they talking about these topics?
…are they using these platforms?
…are they consuming content? Format?
…are they using these platforms?
…are they getting their information/data?
Industry sites & events,
social media
Early morning,
Beginning & end of the year
Meeting demands of their role
Platforms have trusted experts
74. Concentric Content Marketing - Content Boot Camp 74
Measurement - Tools
• Google Analytics
• Raven
• Crazy egg heat test
• Hubspot report tool to check on competitors
• Moz Pro
• BuzzSumo
• Topsy
• Mention
• Social Mention
Social & Sentiment
Website/SEO
75. Concentric Content Marketing - Content Boot Camp 75
Measurement Practice
✓ Visit BuzzSumo.com
✓ Enter your site’s URL
✓ Determine best post on your site, and
channels with highest number of social
shares.
Find your best content
77. Concentric Content Marketing - Content Boot Camp 77
Content Process
Creation
Creating content that fits your audience’s
preferred mediums and channels.
Distribution
Distributing content through your
audience’s preferred channels and
listening to the response.
Research
Understanding your audience, industry,
and culture.
Ideation
Turning your research into content ideas
and next steps.
Content
Process
Measurement
Measuring and analyzing response to
content. Adjusting content efforts as
needed.