Content Marketing Master Class - Daniel Lemin, Convince and Convert
•Download as PPTX, PDF•
0 likes•574 views
Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (8)
Similar to Content Marketing Master Class - Daniel Lemin, Convince and Convert
Similar to Content Marketing Master Class - Daniel Lemin, Convince and Convert (20)
More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
More from DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions (20)
Recently uploaded
Recently uploaded (20)
Content Marketing Master Class - Daniel Lemin, Convince and Convert
- 2. 1.Youtility: How We Look At Content 2.Ten Things Content Marketers Get Wrong 3.Content Marketing Operations 2 Overview
- 3. YOUTILITY Why Smart Marketing is About Help not Hype
- 4. The difference between helping and selling is just 2 letters
- 8. Youtility is marketing so useful, people would pay for it
- 9. @jaybaer
- 10. friend of mine awareness @jaybaer #Infusioncon YoutilityBook.com
- 11. Be a farmer, not just a hunter
- 13. You are competing for attention against everything
- 14. Friend of mine awareness is replacing top of mind awareness
- 15. If you create Youtility, your customers will keep you close
- 16. Do you have the courage to create Youtility?
- 20. 5.3 10.4 Sources Needed Before Making a Purchase 2010 2011 Google
- 21. By year-end 2015, mobile will represent 70% of total US searches.
- 22. If you make a bad decision now, you’re just lazy
- 23. In 2012, 72% of Internet users looked online for health information. Pew Internet, 2012
- 25. @jaybaer
- 26. @jaybaer Average new customer reads 105 pages
- 27. Relationships are created with data and information, not just people
- 28. If you teach better, you sell more
- 30. Trust is the prism through which all business success must pass
- 39. @jaybaer
- 40. Give yourself permission to make the story bigger
- 43. What Do They Need?
- 44. We are surrounded by data, but starved for insights
- 48. How Can You Address That Need?
- 55. Youtility is a Process Not a Project
- 56. Inspiration doesn’t respond to meeting requests
- 60. Is your marketing so useful, people would pay for it?
- 61. 10 THINGS TO FIX
- 62. 10 MISTAKES TO AVOID
- 63. Not Knowing Your Audience #1
- 64. ‹#› “70% of B2B marketers are creating more content in 2015.”
- 66. No About Page #2
- 69. Not Promoting Your Content on Social #3
- 70. Content is fire, social media is gasoline
- 71. Use social to promote Youtility first, company second
- 72. “Useful articles are forwarded 30% more often than average.” Contagious, 2013
- 73. Social media wasn’t intended to be the world’s shortest press release
- 74. Not Sharing Personal Stories #4
- 75. The difference between “here’s what I learned” and “this is what this is”
- 76. Poor Editing & Typos #5
- 77. True for video <2 minute rule
- 78. True for web copy Ideal blog post: 750-1500 words
- 79. True for still images Square? Horizontal?
- 80. No Editorial Mission or Voice #6
- 81. Good editorial missions create loyal followers
- 82. They know what to expect from you
- 83. Keeps them coming back for more
- 85. People are lazy. They read only 20% of the text on a page. When an image is paired with it, they retain 65% of the content three days later.
- 87. If you don’t know what’s popular, how can you create more of it?
- 88. Google Analytics Content shares on social media Email surveys Hashtag analysis (what’s trending?) Third parties, like BuzzSumo Where To Find Data
- 90. 90 What is the optimum headline length? ?
- 91. 6-8 words. ?
- 92. Top 25 Convince & Convert Posts 92
- 95. You might have sparked a thrilled discovery or conversation, but if you don’t monitor comments you’ll never know it
- 97. The See-Think-Do Model See: Awareness Think: Consideration, Research Do: Conversion Action Share: Sharing Activity, Public Reviews/Opinion, User Generated Content SEE THINK DO SHARE
- 98. For every big piece of content that you launch, it should be able to produce at least eight additional pieces of content in various media types that tie back to this concept Your team should plan the additional eight pieces of content when starting to plan for each major content effort Follow the 1:8 Rule
- 99. Podcast Episode Show Blog Post Twitter Graphics Facebook Graphics Instagram Graphics Transcript Medium Blog Post LinkedIn Post YouTube Video
- 100. 100 Amplify Through Brand Ambassadors For each brick you should tap into engaged consumers as a way to amplify content and messages Why is this important? Word-of-mouth is among the most trusted referral sources among consumers A tool like SocialToaster allows you to send prewritten social media messages to consumers enrolled in the program, and when they share the content they’re rewarded with prizes
- 101. Align With Fan Usage
- 102. Be There When Fans Are Peak usage is between 5:00 - 7:00 p.m. Ensure publishing window to aligns with hours fans are on Facebook: 7am - 8pm MST. Increase post frequency during these hours (or optimize and republish as needed) Consider publishing content with a strong call-to-action (purchase) Thurs-Sun as customers gear up for weekend
- 103. Align With Personas
- 104. ‹#› Generate awareness Generate leads Close new sales Drive renewals Fulfill customer service
- 108. ‹#› Key Principle Understand the questions that customers must answer before buying, and answer those questions – for every persona – proactively, with content
- 109. ‹#›
- 110. Is your marketing so useful, people would pay for it?
Editor's Notes
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- According to the Content Marketing Institute, 70% of B2B marketers say they are creating more content in 2015 than they have in the past. That's probably true for many of you as well. First, a show of hands: How many of you are in marketing (hands). Great, welcome! Now how many of you are in sales are some other non-marketing role? (hands) Fantastic. Thanks for joining us today. For you marketers, show of hands, how many of you are creating more content now than you used to? There you go. The trend holds true here as well.
- But here’s the interesting thing about B2B content marketing. 70% of companies are creating more content than ever, but only 38% of them – and perhaps you – say that content marketing is clearly effective. And that’s what we’re going to work on today….understanding how to create content that makes a difference in your business.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- According to the Content Marketing Institute, 70% of B2B marketers say they are creating more content in 2015 than they have in the past.
- I don't know about you, but for me it sometimes feels like marketing has changed more in the past five years than in the 20 years before that. Of course, there are many, many new ways to communicate and interact with customers and prospects. Social media and all of its permutations. Marketing automation, which has really ramped up in the past few years. And certainly, the importance of mobile. But even more than those developments, something bigger and more fundamental has happened. A shift that has revolutionized how we communicate to prospects and customers. And a shift that is changing the very nature of marketing and sales, and how they work together. And that shift is content marketing and its impact on customer experience.
- Thanks Jay. At Cisco, we are all-in on Youtility and the concept of making useful marketing. One of our newest initiatives is right on our home page. It’s a partnership between Cisco and Gartner, where you can answer a few questions about your business using our web-based tool, and based on those answers you immediately receive a customized, free assessment of your best path to digital excellence. Participating also unlocks a lot of other guides and resources that can help businesses get better.
- Another classic example of B2B Youtility is from Adobe. Their CMO.com site is a marvel. Many of you may have seen it. They produce a tremendous amount of high quality content and information for marketing professionals, but very rarely do they try to sell you something from Adobe. Like Hilton Hotels in Jay’s example, they trust that the visitors to that site – at least some of them – will reward Adobe eventually with their business. And we trust that at least some of the companies that use our free assessment tool will reward Cisco too.
- The key principle for self-serve information is to understand the questions that customers must answer before buying, and answer those questions – for every persona – proactively, with content.
- The key principle for self-serve information is to understand the questions that customers must answer before buying, and answer those questions – for every persona – proactively, with content.