Content Marketing Meetup - Roojoom
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The document discusses the intersection of content and social media marketing. It provides definitions of content marketing and describes how social media has changed the evolution of content marketing over time. The key points are that content should provide value to the target audience rather than be overtly promotional, and that the goal of content on social media should be lead generation while the key metric is increasing web traffic. It emphasizes using platforms like LinkedIn and Twitter to distribute valuable, engaging content and curate content from others in order to best reach B2B audiences.
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Content Marketing Meetup - Roojoom
- 1. The Intersection of Content and Social Media Marketing: Distributing Content Across Social Mark Lerner Director of Marketing, Oktopost
- 2. A Bit About Me... Mark Lerner MBA • Originally from New York • Made Aliyah in 2011 • MBA (Marketing from FAU) • BA in Psychology (Boston University) • 4+ years in digital marketing • Currently Director of Marketing at Oktopost – a social media marketing platform for B2B • Heavily focused on social media, content marketing, various digital media
- 3. How Do YOU Define Content Marketing?
- 4. How Others Define 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. Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.
- 5. How I Define Content Marketing Content Marketing is the creation of content with the purpose of providing valuable information to your target market. The content should not be overtly promotional, but is meant to create awareness and establish thought-leadership
- 6. Agenda • History of Content Marketing • How Social Has Changed • Evolution of Content Marketing • Distribution of Content Through Social • Best Practices • Measuring Success
- 7. The Evolution of Content Marketing Traditional • Direct Sales • Print Advertising • Brochures, Catalogues • Branded Magazines • TV, Radio, Mail Digital • Case Studies • eBooks • White Papers • Blog Posts • Webinars Social • Facebook Pages • LinkedIn Groups • Twitter Messages • Google+ Pages • Slideshare Decks
- 8. Fragmentation of Social Media
- 9. Social: Not Just For Kids Anymore
- 10. Social: Not Just For Kids Anymore • Millions of teens left Facebook for “cooler” networks • Fastest growing demographic is 55+ • Platforms like LinkedIn Exclusively for Business • Twitter is a perfect content distribution tool
- 11. 87% of B2B marketers use social media to distribute content
- 12. Social and Content: The Same Rules • Provide value • Don’t promote • Create and share engaging content • Know your audience • Be relevant
- 13. Key Takeaway It’s NOT about you
- 14. LinkedIn: By Far The Best For B2B *Based on Oktopost User Activity
- 15. Don’t Shy Away From Groups *Based on Oktopost User Activity
- 16. LinkedIn Discussion Group Best Practices • Don’t Promote • Distribute Valuable Content • Ask Questions in Posts • Watch Out for SWAM! • Engage • Listen • Network • Read the Rules
- 17. Twitter: The Open Platform • The only “open” platform • If you aren’t active, don’t use Twitter • Distribute valuable content • Tag thought-leaders • Use relevant hashtags • Curate, Curate, Curate • Engage • Listen
- 18. Social Media for Content Curation • Social posting is not only about your own content • Turn your social channels into a place people will come to find quality content • Scour the web for relevant content • Third party platforms can help identify content to curate
- 19. #1 Goal is Lead Generation #1 Metric is Web Traffic
- 20. Measuring Success: Like Likes, Love Leads Manage Social Posting Publish Across the Social Web Measure What Matters: Conversions See ROI
- 21. Measuring Success: Like Likes, Love Leads
- 23. Thank You! Let’s Connect www.oktopost.com Blog.Oktopost.com mark@oktopost.com @LernerMark
Editor's Notes
- Content marketing is about PROVIDING VALUE. If you just write promotional content, no one will come back to read more. If you provide value, readers will see you as a thought-leader, and when it does come time to purchase, you will be at the top of their mind. This is a mistake too many marketers make. No one cares about you.