This document outlines strategies for effective content marketing. It begins with an introduction to content marketing and discusses common challenges like topic selection, content creation, distribution, measurement, voice, and goals. It then provides recommendations in each area, such as curating existing content, developing a content calendar, setting key performance indicators, and aligning content with goals. The presentation aims to help audiences overcome complaints and make their content marketing efforts more successful.

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. 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?”
Problem
#1
#ContentWorks

15. Picking a Content Topic
#ContentWorks
#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. Picking a Content Topic
#ContentWorks
#ContentWorks

21. Insufficient Content
"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"
Problem
#2
#ContentWorks

22. The Content Beast
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23. #ContentWorks

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

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. Distributing Content
"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?"
Problem
#3
#ContentWorks

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

31. #ContentWorks

32. #ContentWorks

33. Unlocking Content
“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?"
Problem
#4
#ContentWorks

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

36. #ContentWorks

37. 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."
Problem
#5
#ContentWorks

38. #ContentWorks

40. #ContentWorks

41. Measurement
"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?"
Problem
#6
#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?
#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. Voice of the Content
"What is my voice?"
"Who are the voices?"
"What channels make sense per voice?"
Problem
#7
#ContentWorks

46. Let Your Voice be Heard
YOUR MESSAGE
M ODERN W E B M A R K E T I N G U N I V E R S E
CUSTOMER BASE
PEOPLE YOU MARKET TO
EVERYONE ELSE
#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. Putting it to Work
“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?”
Problem
#8
#ContentWorks

50. Pick your battles
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?
Problem
#8
#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:
5 Simple Steps to
Becoming Content
Curation Rockstar
Download at
www.curata.com
New Video!
Stop the insanity, get off the
web content management
merry go round!
#ContentWorks
View at
www.percussion.com