In this webinar replay, Pawan Deshpande, CEO of Curata and Aaron Dun, VP of Marketing at Percussion, will walk you through real-world examples of organizations that have tackled the content "problem" and provide you with tactics you can implement today. View webinar here: https://www.percussion.com/resources/videos-and-webinars/2013/content-marketing-make-it-work/index

1. Content Marketing:
Make it Work
Presented by:
&
#ContentWorks

2. Agenda
• What is Content Marketing?
• What makes it so hard?
• Top 8 Complaints
• Conclusions
• Q&A
#ContentWorks

3. Poll:
What is your content marketing level?
• Beginner
• Intermediate
• Advanced
#ContentWorks

4. What is Content Marketing?
#ContentWorks

5. What is Content Marketing?
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.
#ContentWorks

6. #ContentWorks

8. What Makes It So Hard?
#ContentWorks

9. #ContentWorks

10. #ContentWorks

11. #ContentWorks

12. Poll:
What is your biggest content marketing
complaint?
#ContentWorks

13. Top 8 Complaints
#ContentWorks

14. Problem
#1
How do I pick a topic?
“What do our prospects want to read?”
“Are people really going to be interested in
what I have to say?”
“There’s already so much content out there.
How can I be unique?”
#ContentWorks

15. #ContentWorks
Picking a Content Topic
#ContentWorks

16. Picking a Topic: Competitors
• What is a topic that my competition is not covering
sufficiently?
• Competitors
o Marketplace competitors
o Trade Publications
o Media Outlets
o Bloggers
• Tools
• Google Search
• Social Media
• Google Keyword Tool
#ContentWorks

17. Picking a Topic: Audience
• In which topic is your target audience
interested?
• On what topic is your company a unique
expert and authority?
• Tools
o Messaging Frameworks
o Surveys and polls
o Sales Team
#ContentWorks

18. Picking a Topic: Content
• What topic has sufficient existing content?
• Tools:
o Google News / Blogs
o Media monitoring list
o Twitter Search
#ContentWorks

19. #ContentWorks
Picking a Content Topic
#ContentWorks

21. Problem
Insufficient Content #2
"Our blog has not been updated in 3 months."
"I feel like I just finished writing a blog post, and
now it's time for another??"
"I can't think of anything new to say."
"I wish I had a whole editorial staff"
#ContentWorks

22. The Content Beast
#ContentWorks

23. #ContentWorks

24. • Blog Posts
• News Sites
• Newsletters
• Social Media
• Podcasts
• eBooks
• Special Reports
• Infographics
• Polls & Surveys
• Video
• Webinars
www.curata.com/resources
#ContentWorks

25. Content Curation
“A Content Curator is someone who continually finds, groups,
organizes and shares the best and most relevant content on a
specific issue online.”
-Rohit Bhargava
#ContentWorks

26. #ContentWorks

27. #ContentWorks

29. Problem
Distributing Content
#3
"I have a lot of content now, what do I do with it
all?"
"What are the right outlets for each piece of
content I've created?"
#ContentWorks

30. Think of Your Content as a Meal
Appetizer Entree Dessert
- 140 Characters or Less Blog, Community, Forums, Website
Facebook, Twitter, LinkedIn, Micro-sites
Pinterest
#ContentWorks

31. #ContentWorks

32. #ContentWorks

33. Problem
Unlocking Content #4
“Our content is silo-ed within our
organization."
"Not sure how to unlock the content we
have within our organization."
"How do I empower contributors?"
#ContentWorks

35. Breaking Down the Silos
• Empower writers
• Write it for them
• Do Q/A posts
• Video?
• Teach writers about the benefits
• Enable contributors with topics, keywords, & messages
• Show them how their post did afterward…
#ContentWorks

36. #ContentWorks

37. Problem
#5
Quality vs. Quantity
"Do I spend the next 6 weeks writing an eBook,
or writing 10 blog posts?"
"I feel like most of my content is regurgitation. I
feel like I am in an echo chamber."
#ContentWorks

38. #ContentWorks

40. #ContentWorks

41. Problem
Measurement #6
"I'm doing all of this writing, is it
working?"
"What Key Performance Indicators
(KPIs) should I put in place for my
content marketing efforts?"
"How do I justify my budget?"
#ContentWorks

42. Measurement: Beginner
• Content Throughput
o Who is publishing?
o How stale is it?
o Where is it getting stuck in publishing
process?
o How much content are we publishing?
o Tracking traffic on ALL sites, channels
#ContentWorks

43. Measurement: Advanced
Engagement
• Tracking what content is gaining readers
• What blog posts get comments
• What is the average time on site
• What is the click path
• Top content themes that refer to your website
• What content items gain the highest bounce rate
Dashboard
• Pick 5 KPIs to measure against monthly
#ContentWorks

44. #ContentWorks

45. Problem
Voice of the Content #7
"What is my voice?"
"Who are the voices?"
"What channels make sense per voice?"
#ContentWorks

46. Let Your Voice be Heard
MODERN W E B M A R K E T I N G U N I V E R S E
EVERY O NE ELSE
PEO PLE Y O U M ARKET TO
CUSTO M ER BASE
YOUR MESSAGE
#ContentWorks

47. Finding Your Voice
• What does your brand stand for?
• What tone do you want to communicate?
• What do your prospects/buyers expect?
• What tone does your competitors use?
#ContentWorks

48. Carry Your Style Throughout

49. Problem
Putting it to Work #8
“I can create content, but how can I get it to
meet my marketing goals?”
“How can I get people to share it?”
“How can I get it to help with SEO?”
“How can I get more leads from it?”
#ContentWorks

50. Problem
Pick your battles #8
What is your goal?
o Is it to get more leads?
o Is it to get more followers?
o Is it to get press coverage?
o Is it to grow your email list?
o Is it to increase in search engine rankings?
#ContentWorks

51. Problem
#8
#ContentWorks

52. What do I do now?
1. Unlock the hidden content gems
2. Develop your content marketing menu
3. Set Your Baseline Content Throughput and
Goal
4. And Make it Work!
#ContentWorks

53. Free eBook:
New Video!
5 Simple Steps to Stop the insanity, get off the
Becoming Content web content management
Curation Rockstar merry go round!
Download at View at
www.curata.com www.percussion.com
#ContentWorks