Content marketing is a strategic marketing process that focuses on creating and distributing valuable content to attract and retain an audience. The goal is to drive profitable customer actions. It uses blogs, social media, and storytelling to create an emotional connection and provide value to the audience. An effective content marketing strategy involves identifying buyer personas, trends, and competitors' activities to develop ideas and create a long-term content plan aligned with buyer's journeys.
This is my 1st SEO presentation on how to Guest Post in a sustainable way in 2014.
It comes in the wake of Matt Cutts' announcement of adding low quality guest posting as a Link Scheme in the Google Quality Guidelines and warning of a future penalty for websites abusing this tactic.
In my presentation I talk about the original purpose of guest posting and provide a sustainable, healthy approach to use it as part of a comprehensive content marketing strategy.
This involves:
1.Changing the mindset and how we talk about guest posting
2.Setting strategic goals for guest blogging campaigns
3.Finding relevant publications
4.Pitching the right way - with examples of low budget PR tactics to create interesting content
5.Building and maintaining real partnerships with publishers
Nevertheless, I also included the SEO benefits for committing to these efforts, such as mentions, co-citations and co-occurrences.
Hope you find it useful. If you have questions please drop me an email!
#FusionMex Content Workshop: Content Marketing in Practice, Antwerp June 10, ...Kelly Hungerford
My deck from a 45 minute workshop covering lessons learned and practical approaches that have worked for me and shaped our content strategy at Paper.li.
As a one person team for many years I needed a plan and approach that would serve our community, grow our user base and align with business goals.
This document provides a summary of a session on developing a content strategy and putting together an integrated social media management and measurement plan. It discusses developing a strong website, blogging, using editorial calendars, setting goals and metrics for social media, cross-posting content, and using analytics to measure success. It emphasizes creating compelling content, prioritizing efforts, and thinking like a publisher to determine what content is worth audiences' time.
This presentation covers how to develop a content marketing strategy, developing content intended for the layperson and how to position the firm as a thought leader.
This presentation is from Scripted.com's webinar on November 22nd. We covered:
1. Set your content goals and content trends.
2. Plan your content and create an editorial calendar.
3. Create content effectively.
4. Promote and distribute your content.
5. Budget your content and set forecasts.
The document discusses establishing thought leadership through content creation and positioning a company as an industry expert. It recommends companies prioritize thought leadership by starting small with blogs and contributions to build their reputation over time. Common excuses for delaying thought leadership like waiting for website completion or more staff are addressed, noting that any content creation helps establish expertise. The contributor model of bringing in external authors is presented as an option for fewer resources.
http://www.bocahug.com Learn how to drive more highly-targeted traffic to your website, differentiate by arriving earlier in the sales cycle, protect your pricing power and margins, convert more of the right decision makers into highly-qualified leads, and accelerate the sales cycle with fewer labor-intensive sales touchpoints. The topic is valuable for all marketers, not just HubSpot users.
Content marketing is a strategic marketing process that focuses on creating and distributing valuable content to attract and retain an audience. The goal is to drive profitable customer actions. It uses blogs, social media, and storytelling to create an emotional connection and provide value to the audience. An effective content marketing strategy involves identifying buyer personas, trends, and competitors' activities to develop ideas and create a long-term content plan aligned with buyer's journeys.
This is my 1st SEO presentation on how to Guest Post in a sustainable way in 2014.
It comes in the wake of Matt Cutts' announcement of adding low quality guest posting as a Link Scheme in the Google Quality Guidelines and warning of a future penalty for websites abusing this tactic.
In my presentation I talk about the original purpose of guest posting and provide a sustainable, healthy approach to use it as part of a comprehensive content marketing strategy.
This involves:
1.Changing the mindset and how we talk about guest posting
2.Setting strategic goals for guest blogging campaigns
3.Finding relevant publications
4.Pitching the right way - with examples of low budget PR tactics to create interesting content
5.Building and maintaining real partnerships with publishers
Nevertheless, I also included the SEO benefits for committing to these efforts, such as mentions, co-citations and co-occurrences.
Hope you find it useful. If you have questions please drop me an email!
#FusionMex Content Workshop: Content Marketing in Practice, Antwerp June 10, ...Kelly Hungerford
My deck from a 45 minute workshop covering lessons learned and practical approaches that have worked for me and shaped our content strategy at Paper.li.
As a one person team for many years I needed a plan and approach that would serve our community, grow our user base and align with business goals.
This document provides a summary of a session on developing a content strategy and putting together an integrated social media management and measurement plan. It discusses developing a strong website, blogging, using editorial calendars, setting goals and metrics for social media, cross-posting content, and using analytics to measure success. It emphasizes creating compelling content, prioritizing efforts, and thinking like a publisher to determine what content is worth audiences' time.
This presentation covers how to develop a content marketing strategy, developing content intended for the layperson and how to position the firm as a thought leader.
This presentation is from Scripted.com's webinar on November 22nd. We covered:
1. Set your content goals and content trends.
2. Plan your content and create an editorial calendar.
3. Create content effectively.
4. Promote and distribute your content.
5. Budget your content and set forecasts.
The document discusses establishing thought leadership through content creation and positioning a company as an industry expert. It recommends companies prioritize thought leadership by starting small with blogs and contributions to build their reputation over time. Common excuses for delaying thought leadership like waiting for website completion or more staff are addressed, noting that any content creation helps establish expertise. The contributor model of bringing in external authors is presented as an option for fewer resources.
http://www.bocahug.com Learn how to drive more highly-targeted traffic to your website, differentiate by arriving earlier in the sales cycle, protect your pricing power and margins, convert more of the right decision makers into highly-qualified leads, and accelerate the sales cycle with fewer labor-intensive sales touchpoints. The topic is valuable for all marketers, not just HubSpot users.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing it.
We’ve all heard the battle cries – Traditional marketing is dead! Content is king! But, how do you get started with content marketing? 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, our EVP of Digital Marketing Francis Skipper will teach you how to craft a content marketing strategy that:
- Provides value to your target audience
- Improves search rankings and social signals
- Drives traffic to your website
- Nurtures leads and drives sales
This document provides a 6-step framework for small businesses to leverage technology and grow their business. It begins by discussing how marketing has changed from broadcast to listen-based approaches. It then outlines the 6 steps as: 1) Build a brand foundation by defining the ideal customer and core differentiators. 2) Focus on the entire customer experience. 3) Create a strong content foundation. 4) Get found online through search engine optimization and online presence. 5) Advertise and promote content. 6) Have systems to convert leads into sales through marketing automation and nurturing relationships. The document emphasizes developing buyer personas, focusing on the customer experience, creating keyword-rich and repurposed content, and integrating paid advertising with other online strategies
Getting your content in front of the right audience is the linchpin of an effective content marketing strategy. Whether it's content you're publishing on your own site or articles you're getting published in external publications, developing and maintaining a sound audience-centric strategy is necessary for ensuring successful reach and results.
On December 15, Yoav Ilovich (head of Advertising Product, Taboola) and Joshua Johnson (VP, Influence &Co.) discussed how to connect your content to the best audience possible through a combination of paid promotion tactics and contributed articles to targeted media outlets.
This document provides information on social media strategies for small businesses. It defines social media as forms of online communication used to share information and build communities. The key benefits of social media for businesses include reduced marketing costs, inexpensive promotion, increased leads, exposure, traffic, and brand loyalty. While 90% of small businesses use social media, 60% struggle with effective strategies. It recommends defining goals, audience, and resources before establishing a presence on top sites like Facebook, Twitter, LinkedIn, YouTube and Pinterest. The document provides tips on building an audience, driving engagement, posting at optimal times, common mistakes to avoid, and using images and platforms like Facebook and Twitter to connect with customers.
HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound CampaignNikita Smits
How do you set up a complete inbound campaign?
Check the Paris HUG blog for more information: http://paris.hubspotusergroups.com/inboundmarketing/inbound-marketing-campaign-workshop-april-2014
This document discusses best practices for content marketing, including developing an effective content marketing strategy and plan. It recommends creating a content style guide, calendar, and segmentation strategy. It also covers topics like writing content for SEO, social media, and paid search amplification. Finally, it discusses measuring the impact of content marketing efforts through key performance indicators like engagement, traffic, leads, and conversions. The overall message is that an integrated content strategy is important for driving awareness, consideration and sales through high-quality, relevant content.
The document outlines Dan Tyre's presentation on inbound marketing. The presentation introduces inbound marketing and discusses how it can generate more leads and customers. It then provides examples of how one company implemented an inbound strategy, which included search optimized content, lead capture forms, blogging, email marketing, social media marketing, and analytics. Finally, it discusses the top 5 trends in inbound marketing for 2015.
The Little Known Strategy That Can Massively Impact Your Marketing ResultsSocialmatica
This is what you're going to learn
1. How Does Influencer Outreach Fit Into A Larger, Integrated Strategy?
2. What Is "Influence" & Who Has It?
3. How To Borrow That Influence For New Opportunities
The document summarizes an inbound marketing presentation by Skoda Minotti. It discusses how inbound marketing utilizes content to attract customers rather than pushing messages. Key aspects of inbound marketing covered include search engine optimization, blogging, social media, email marketing, calls-to-action, landing pages, analytics, lead tracking, and creating an inbound marketing campaign. The presentation provides examples and recommendations for each of these tactics.
How to make sure the content you create is more effective for your organization and for your members. Talk at the 2017 Interchange Conference for state CPA societies
This document provides guidance on using social media for business purposes. It discusses why businesses should use social media, including that customers expect access to information and it allows networking on your own terms. It also outlines specific uses of social media like promotion, customer service, and recruitment. The document then gives tips for setting goals and choosing the right platforms based on your target audience. Finally, it discusses measuring success and integrating social media campaigns.
This document summarizes lessons learned about improving findability, or making content easily discoverable, on magazine websites. It discusses defining findability, the company's history and goals, and successes and lessons in strategy and organization, design and development, content, and marketing and measurement. The key lessons are to prioritize findability from the start, know your goals and audience, create abundant keyword-rich content, and continuously test and improve through experimentation and analytics.
This document discusses why content marketing is important for businesses. It defines content marketing as providing relevant information to customers without directly selling to them. This helps position the business as an expert and encourages customers to do business with them. The document then outlines an 8-step approach to content marketing, including developing a strategy, researching topics, creating content, optimizing content for search engines, promoting content, distributing it across various channels, building links, and measuring results. It provides examples of content types and ways to promote, distribute and track the success of content marketing.
How to Use Content Marketing to Generate Engagement and Coverage Cision
Content marketing may be a purchase trigger, but a content-only strategy will leave you short of your goals. It takes great content plus savvy PR promotion to increase awareness, coverage and leads.
How to Use Content Marketing to Generate Engagement and Coverage dispels the myth of “build it, and they will come.” It instead focuses on how to integrate PR and content marketing for an increased ROI.
With this white paper, you’ll learn how to:
* Create content that entertains, visually engages, and informs
* Optimize content marketing for your customers and the media
* Develop a content marketing ecosystem that bridges the PR and marketing teams
Learn how to generate the awareness and coverage your brand needs with How to Use Content Marketing to Generate Engagement and Coverage now! http://bit.ly/1n3TPnY
One of biggest problems my clients have is time when it comes to content production. We've found that it's best if you have a planned strategy to get things done. That's why we've developed the Content Calendar Workshop.
At the end of the presentation, there is a link that will take you to a place where you can download a content calendar template.
The document discusses the importance of focusing on the four Cs - Content, Context, Connection, and Community - to build a successful business in today's customer-centric environment. It emphasizes that businesses need to provide high-quality, educational content to earn customers' trust, situate information within the context of customers' lives, continually add value to build relationships over time, and create opportunities for customers and prospects to connect as a community.
Howtorunaninboundcampaign hug helsinki nikitaNikita Smits
This document provides guidance on developing an inbound marketing campaign in 5 steps:
1. Define the campaign goal and target personas. Campaigns should be person-centered.
2. Identify buyer personas to focus content and understand motivations. Personas are fictional representations of ideal customers.
3. Develop offers such as content, resources or products aligned to personas' goals and challenges.
4. Promote offers through multiple integrated channels like email, social media, blogs optimizing for engagement.
5. Measure performance against goals for leads, conversions through analytics and alignment with sales.
Content Marketing: How to make a good content and its impactAnubha Rastogi
Learn how to create a good content, the basic fundamentals and how content planning and writing is done and in the process understand the impact of a good content in establishing a brand image and sales.
Channel marketing webinar with channeltivityadamenbar
The document discusses inbound marketing strategies for channel managers. It covers getting found through search engine optimization (SEO) and social media, converting visitors into leads and customers, and nurturing customer loyalty. Specific tactics mentioned include optimizing titles, metadata and content for local SEO, building partner backlinks, blogging, providing social media guidelines to partners, using calls to action to generate leads, and creating nurturing campaigns for partners.
This document summarizes a roundtable discussion on personalization. It defines personalization as individualized or tailored experiences delivered via content management systems or third party tools. The roundtable agenda covered defining personalization, discussing its value for both brands and customers, providing examples of personalization, and how to get started with a strategic approach. The group discussion focused on the potential value of personalization, problems it could help solve, and challenges organizations may face in implementing it.
We’ve all heard the battle cries – Traditional marketing is dead! Content is king! But, how do you get started with content marketing? 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, our EVP of Digital Marketing Francis Skipper will teach you how to craft a content marketing strategy that:
- Provides value to your target audience
- Improves search rankings and social signals
- Drives traffic to your website
- Nurtures leads and drives sales
This document provides a 6-step framework for small businesses to leverage technology and grow their business. It begins by discussing how marketing has changed from broadcast to listen-based approaches. It then outlines the 6 steps as: 1) Build a brand foundation by defining the ideal customer and core differentiators. 2) Focus on the entire customer experience. 3) Create a strong content foundation. 4) Get found online through search engine optimization and online presence. 5) Advertise and promote content. 6) Have systems to convert leads into sales through marketing automation and nurturing relationships. The document emphasizes developing buyer personas, focusing on the customer experience, creating keyword-rich and repurposed content, and integrating paid advertising with other online strategies
Getting your content in front of the right audience is the linchpin of an effective content marketing strategy. Whether it's content you're publishing on your own site or articles you're getting published in external publications, developing and maintaining a sound audience-centric strategy is necessary for ensuring successful reach and results.
On December 15, Yoav Ilovich (head of Advertising Product, Taboola) and Joshua Johnson (VP, Influence &Co.) discussed how to connect your content to the best audience possible through a combination of paid promotion tactics and contributed articles to targeted media outlets.
This document provides information on social media strategies for small businesses. It defines social media as forms of online communication used to share information and build communities. The key benefits of social media for businesses include reduced marketing costs, inexpensive promotion, increased leads, exposure, traffic, and brand loyalty. While 90% of small businesses use social media, 60% struggle with effective strategies. It recommends defining goals, audience, and resources before establishing a presence on top sites like Facebook, Twitter, LinkedIn, YouTube and Pinterest. The document provides tips on building an audience, driving engagement, posting at optimal times, common mistakes to avoid, and using images and platforms like Facebook and Twitter to connect with customers.
HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound CampaignNikita Smits
How do you set up a complete inbound campaign?
Check the Paris HUG blog for more information: http://paris.hubspotusergroups.com/inboundmarketing/inbound-marketing-campaign-workshop-april-2014
This document discusses best practices for content marketing, including developing an effective content marketing strategy and plan. It recommends creating a content style guide, calendar, and segmentation strategy. It also covers topics like writing content for SEO, social media, and paid search amplification. Finally, it discusses measuring the impact of content marketing efforts through key performance indicators like engagement, traffic, leads, and conversions. The overall message is that an integrated content strategy is important for driving awareness, consideration and sales through high-quality, relevant content.
The document outlines Dan Tyre's presentation on inbound marketing. The presentation introduces inbound marketing and discusses how it can generate more leads and customers. It then provides examples of how one company implemented an inbound strategy, which included search optimized content, lead capture forms, blogging, email marketing, social media marketing, and analytics. Finally, it discusses the top 5 trends in inbound marketing for 2015.
The Little Known Strategy That Can Massively Impact Your Marketing ResultsSocialmatica
This is what you're going to learn
1. How Does Influencer Outreach Fit Into A Larger, Integrated Strategy?
2. What Is "Influence" & Who Has It?
3. How To Borrow That Influence For New Opportunities
The document summarizes an inbound marketing presentation by Skoda Minotti. It discusses how inbound marketing utilizes content to attract customers rather than pushing messages. Key aspects of inbound marketing covered include search engine optimization, blogging, social media, email marketing, calls-to-action, landing pages, analytics, lead tracking, and creating an inbound marketing campaign. The presentation provides examples and recommendations for each of these tactics.
How to make sure the content you create is more effective for your organization and for your members. Talk at the 2017 Interchange Conference for state CPA societies
This document provides guidance on using social media for business purposes. It discusses why businesses should use social media, including that customers expect access to information and it allows networking on your own terms. It also outlines specific uses of social media like promotion, customer service, and recruitment. The document then gives tips for setting goals and choosing the right platforms based on your target audience. Finally, it discusses measuring success and integrating social media campaigns.
This document summarizes lessons learned about improving findability, or making content easily discoverable, on magazine websites. It discusses defining findability, the company's history and goals, and successes and lessons in strategy and organization, design and development, content, and marketing and measurement. The key lessons are to prioritize findability from the start, know your goals and audience, create abundant keyword-rich content, and continuously test and improve through experimentation and analytics.
This document discusses why content marketing is important for businesses. It defines content marketing as providing relevant information to customers without directly selling to them. This helps position the business as an expert and encourages customers to do business with them. The document then outlines an 8-step approach to content marketing, including developing a strategy, researching topics, creating content, optimizing content for search engines, promoting content, distributing it across various channels, building links, and measuring results. It provides examples of content types and ways to promote, distribute and track the success of content marketing.
How to Use Content Marketing to Generate Engagement and Coverage Cision
Content marketing may be a purchase trigger, but a content-only strategy will leave you short of your goals. It takes great content plus savvy PR promotion to increase awareness, coverage and leads.
How to Use Content Marketing to Generate Engagement and Coverage dispels the myth of “build it, and they will come.” It instead focuses on how to integrate PR and content marketing for an increased ROI.
With this white paper, you’ll learn how to:
* Create content that entertains, visually engages, and informs
* Optimize content marketing for your customers and the media
* Develop a content marketing ecosystem that bridges the PR and marketing teams
Learn how to generate the awareness and coverage your brand needs with How to Use Content Marketing to Generate Engagement and Coverage now! http://bit.ly/1n3TPnY
One of biggest problems my clients have is time when it comes to content production. We've found that it's best if you have a planned strategy to get things done. That's why we've developed the Content Calendar Workshop.
At the end of the presentation, there is a link that will take you to a place where you can download a content calendar template.
The document discusses the importance of focusing on the four Cs - Content, Context, Connection, and Community - to build a successful business in today's customer-centric environment. It emphasizes that businesses need to provide high-quality, educational content to earn customers' trust, situate information within the context of customers' lives, continually add value to build relationships over time, and create opportunities for customers and prospects to connect as a community.
Howtorunaninboundcampaign hug helsinki nikitaNikita Smits
This document provides guidance on developing an inbound marketing campaign in 5 steps:
1. Define the campaign goal and target personas. Campaigns should be person-centered.
2. Identify buyer personas to focus content and understand motivations. Personas are fictional representations of ideal customers.
3. Develop offers such as content, resources or products aligned to personas' goals and challenges.
4. Promote offers through multiple integrated channels like email, social media, blogs optimizing for engagement.
5. Measure performance against goals for leads, conversions through analytics and alignment with sales.
Content Marketing: How to make a good content and its impactAnubha Rastogi
Learn how to create a good content, the basic fundamentals and how content planning and writing is done and in the process understand the impact of a good content in establishing a brand image and sales.
Channel marketing webinar with channeltivityadamenbar
The document discusses inbound marketing strategies for channel managers. It covers getting found through search engine optimization (SEO) and social media, converting visitors into leads and customers, and nurturing customer loyalty. Specific tactics mentioned include optimizing titles, metadata and content for local SEO, building partner backlinks, blogging, providing social media guidelines to partners, using calls to action to generate leads, and creating nurturing campaigns for partners.
Inbound Marketing: Overview for Higher EducationAndrea Simon
This document provides an overview of inbound marketing for higher education. It discusses how inbound focuses on creating educational content to attract potential students to a website where they can learn more. It outlines the inbound methodology of attracting visitors, converting them to leads, closing leads as customers, and delighting customers. Case studies describe how Florida Institute of Technology and Thunderbird School of Management improved lead generation and conversions using HubSpot tools like landing pages, analytics, and lead management. The document concludes by discussing how the company works with clients through education, audits, webinars, and serving as an agency or coach.
How to run a killer social media campaign Social Circle
The document provides an overview of how to plan and run a social media campaign using the CMI (Content Marketing Institute) framework. It discusses establishing goals and objectives, understanding your target audience through personas, developing a central story or theme, planning the process including a content calendar, and defining metrics to measure performance. The framework is demonstrated through an example of planning a quarterly content strategy around the theme of mortgages.
How to Successfully Attract Traffic - Miami HUG Meeting 01-21-15Jonathan Osorio
This document provides an agenda for a marketing user group meeting on attracting traffic. The agenda includes discussing content/inbound marketing, the buyer's journey, attracting traffic through blogging, and how to make blog posts more effective. The key points are that content should be targeted based on buyer personas and stages of the buyer's journey. An effective blog post has a clear purpose, hooks readers with the title and introduction, tells a story in a succinct manner, and achieves its goal without being longer than needed.
This document provides an overview of content marketing strategies for businesses. It discusses defining goals and target audiences, creating different types of content like pillar content and curated content, using storytelling techniques, generating new content ideas, monetizing content through products and membership sites, promoting content on various channels, and measuring content performance. The key aspects covered are determining objectives, developing audience profiles, producing high-quality content, distributing content strategically, and analyzing results.
Dc mayors office workshop presentation 3 10 7GlobalGiving
The document provides an agenda and recaps for fundraising training sessions. It discusses developing fundraising campaigns, including setting goals and timelines, identifying target audiences, recruiting advocates, developing key messages, and building urgency. Tips include writing compelling stories, developing social media strategies, and thanking donors. GlobalGiving's services for non-profits include facilitating international donations, providing training and resources, and helping organizations expand their reach and fundraising capacity.
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Using & Tracking New Media - Marketing Retirement Homes & Senior CareOur Kids Media
The document discusses using new media and social media to optimize marketing strategies. It outlines how prospects move through an awareness and decision-making funnel, from initial awareness to advocacy. It then provides recommendations on leveraging different parts of the funnel, such as using social media to increase awareness, online tools to aid research, and capturing leads. The document also recommends quantifying results through analytics to measure engagement, acquisition and optimize strategies.
This presentation is for a meeting with CEOs at the West Sweden Chamber of Commerce. They were interested in knowing how to use social media to support marketing an sales.
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsOur Kids Media
How can you use new media such as blogs, facebook and twitter to engage with moms and kids and market your programs, schools or summer camps? This presentation shows you how you can engage with parents during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools.
Be the best at private school marketing, summer camp marketing or kids program marketing and selling to moms in Canada.
Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the OUR KIDS Marketing Academy Lunch & Learn in Toronto on October 28th, 2014. More tools and resources available at http://www.ourkidsmedia.com/marketing
The document provides information about content marketing and content writing. It defines content marketing as the strategic process of creating and distributing valuable content to attract a target audience and drive customer action. Content writing is described as the act of writing engaging content and preparing it for publication, including research and sourcing. The difference is that content writing is part of content marketing but not vice versa, as content marketing also includes strategic planning, publishing, promoting and analyzing content. Other topics covered include personas, storytelling, case studies, video tutorials, FAQ pages, reviews, and expert roundups.
Kat Liendgens presented on agile marketing and content strategy. Some key points include:
- Agile marketing takes an iterative approach to continuously optimize campaigns based on measuring results.
- It is important to have a content strategy that determines goals, types of content, and a publishing plan.
- Content should be shareable and focus on providing value to audiences. Tracking engagement and social media metrics helps improve content.
- Setting measurable campaign goals and inspecting results allows optimizing content and social media strategies over time based on what performs best.
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
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:
Marketing Your Library: Heroes, Tips & Tools to Promote Libaries and Resourcesila2009
Marketing libraries requires understanding customer needs through segmentation and personas. Tactics include push strategies like events and publicity for short-term goals, and pull strategies like websites and newsletters for long-term engagement. Objectives and metrics should be set to evaluate effectiveness. Partnerships, social media, and traditional outlets can help spread awareness of library resources.
Whether you’ve attended a webinar, downloaded an ebook or shared a graphic on Facebook, you’ve probably participated in content marketing without even knowing it. Content marketing is one of the most effective and popular marketing tools in today’s cluttered world – and one your ministry or nonprofit should be using.
what is the content marketing?
inbound & outbound marketing
content marketing stats
inbound methodology
The power of storytelling
generation good ideas
planning long term strategy
building framework
becoming an effective writer
extending the value of content through repurposing
promote the content
analyzing and measuring content
developing a growth marketing mentality
Behind every successful marketing and sales organization is a well-tuned revenue funnel.
A revenue funnel is designed to save businesses from random acts of marketing or fly by the seat of their pant sales. This workshop will help attendees define and create a revenue blueprint that drives prospects from the top of the funnel all the way to customers.
Even if you already have a defined revenue funnel, this session helped you further optimize the buyer’s journey through using data to create marketing and sales touches to drive success. Revenue funnels ensure that marketing and sales are talking to the right person, with the right message at the right time.
As a marketer, you are more than aware that the stories of the individuals directly impacted by the organizations/companies you represent and their goods/services, are what allow our message to connect with the emotions of the intended audiences.
Jim Tagye, Director of Marketing Communications at the Mercy College of Health Sciences presented at AMA Iowa's June special interest group. The nurturing of authentic relationships within the College has placed Tagye in a position to tell compelling stories. Tagye will share his experience working with Applied Art & Technology to create a powerful video story that has allowed the internal marketing team a way to leverage conversations with leadership related to the importance of developing future projects that can have similar impact.
Mercy College of Health Sciences took a series of strategic steps before teaming up with Applied Art & Technology (AAT) who pulled the necessary elements together in such a manner that truly connected the college message with emotions. Creative license was given to AAT so they would not limit their focus on only the best video examples in higher education, rather deliver “the best” in the video industry as an aspirant.
The result is a powerful video story to share that has been and will continue to be shared with key influencers and constituents. Results and metrics from a focused digital campaign serving up the videos, using attributes associated with online behavior in conjunction with Blue Compass was shared.
In 2017, at our April luncheon, Jeff Julian presented on understanding what goes into producing valuable video assets. In September 2017, we invited Jeff back to host a video focused workshop where he dove even deeper into the topic of video marketing.
Named a “Woman of Influence” by the Austin Business Journal, Stacy Armijo provides her perspective about how to increase your personal influence and, in turn, elevate the role of the marketing function in your organization. Presented at the March 24th AMA Iowa Special Interest Group.
This document discusses contextual and omnichannel marketing. It defines omnichannel marketing as putting the customer at the center and extending beyond a single brand. It emphasizes listening to customers to understand their context and improve relationships. It provides examples of how companies like Best Buy and Walmart implement omnichannel strategies and gives tactics for easy data analytics and organizing customers. It raises questions about collaborating with customers, sustaining omnichannel efforts, and ensuring marketing does not creep people out.
The document discusses the importance of face-to-face marketing through trade shows and events. It notes that 84% of trade show attendees have buying power and 91% get their most useful buying information from shows and events. However, only 15% of companies send out information to prospects before the show. It emphasizes that the people sent to the exhibit booth are key, as 85% of exhibiting results are in the hands of the exhibit staff. It recommends having one staff member for every 50 square feet of booth space.
This document discusses the opportunities and challenges of digital business transformation. It outlines 3 fundamentals: the opportunity which is delivering superior customer experiences; the challenges such as vague ownership of customer experience and complexity; and the solutions such as articulating a vision, assessing gaps, and establishing a unified process. It emphasizes building a "wise crowd" through collaboration and establishing an internal and external talent network to support transformation.
This document discusses leadership and how it is defined by actions and behaviors rather than job titles. It emphasizes that 70% of leadership qualities can be developed, including trust, credibility, accountability, decision-making under pressure, and bringing a team together. True leadership requires leading oneself first through self-awareness, having a growth mindset, and challenging norms. Leaders must understand their own behaviors and develop qualities like character, service, consistency, and confidence to effectively lead and inspire others.
Slides from the AMA Iowa July 13, 2016 luncheon on Insights that Transform Businesses. Presented by Rob Malcolm, Executive in Residence, Center for Consumer Insight and Marketing Strategy, McCombs School of Business
The session describes how trusted peers get results as other tactics are in decline, especially with millennials. Learn how to success with similar efforts.
This session will provide innovating brainstorming techniques and include an interactive breakout session to take ideas and convert them to action within 15 minutes.
The document provides tips for avoiding common pitfalls in survey design. It discusses 11 types of mistakes to avoid such as using double-barreled or leading questions, not providing all answer options, asking ambiguous or open-ended questions without parameters, and not pre-planning how the data will be analyzed. The document encourages survey designers to consider the respondent's point of view, use clear and concise language, avoid biases, and test the survey design.
Panelists from a large company, a small company and a software consulting firm will share insights on how their companies are tackling the arena of Big Data and how to leverage a variety of data sources for strategic decision-making.
More from AMA Iowa (American Marketing Association Iowa Chapter) (20)
3. Creation and distribution of
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
4. MY definition of content marketing
• Taking the content you have
• Optimizing it for search
• Breaking it down into every conceivable channel
• Doing that breaking-it-down thing again
• And then doing it one more time
• Tracking the increased web traffic, search rankings
and PEOPLE RAISING THEIR HANDS TO BE PART OF
YOUR ORGANIZATION
5. And that’s the WHY . . .
• Content marketing brings people to you
• They say they’re interested in your message
• They’re interested in your organization
• And they’re signing up to hear more
• Because they begin to see you as a thought leader
IN SHORT, CONTENT MARKETING WILL
BUILD YOU A GOOD LIST OF QUALIFIED
LEADS.
11. Creation and distribution of
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
12. How do we create content?
• Annual report
• Cause book
• Newsletter/enews
• Events
• Press releases
• Powerpoint
• Speaking engagements
• Direct mailers
• Website
• Blog
• eBooks
• White papers
• Original research
• TV spots/PSAs
• Documentaries
• Webinars
• Curated content
13. What does all of this content need to be?
• Optimized for search
• Relevant to the brand and the audience
• Worth the effort to read
• Mineable enough to serve as the engine for your
social media presence
15. Relevant – Find your audience
Donors Conversion Process
Qualified Interested Final push Maintenance At Risk
Mass Affluent DM Annual
report
Blog
posts,
Case study
Invitations,
eNews, social
media, blog
DM,
event
Wealthy Presentation Cause
book,
annual
report
Future
plan
brochure
Quarterly
publication,
case studies
Elite
event,
custom
proposal
Foundation Presentation,
Cause book
White
paper
Site visit,
custom
proposal
Monthly
reporting,
case studies
Custom
face-to-
face
16. Editorial Calendar
MONTH THEME CONTENT
DELIVERABLES/OPPS
April Child Abuse Awareness Month Prevention event, DM,
press release, governor
proclamation, eNews,
4 blog posts
May Foster Care Awareness Month Youth event, quarterly
publication, legislative
hearing, eNews, 4 blog
posts
June Summer Learning eBook, 4 blog posts,
eNews
July Early Childhood Annual report, eNews,
4 blog posts, press
release
August School Readiness White paper, DM, PSA
eNews, 4 blog posts
17. Editorial Schedule - April
ITEM SUMMARY KEYWORDS AUTHOR POST SOCIAL
Prevention
event
promo blog
post
A blog post
promoting
the event and
linking to the
registration
page
Prevention
event
Nebraska,
child abuse
Marcus
Belby
4/4/13 2 posts each on
FB, TW/G+
Event page Landing page
with full event
info and
registration
form
Prevention
event
Nebraska,
child abuse
Blaise
Zabini
4/2/13 2 posts each on
FB, TW/G+
Press
release
About the
governor’s
proclamation
Child abuse
awareness
month
Cormac
Mclaggen
4/5/13 Announcement
and Infographic
on FB, TW/G+
18. Do I REALLY have to blog?
• 55% more website visitors
• 97% more inbound links
• 434% more indexed pages
- Hubspot
SO, YEAH, YOU REALLY DO HAVE TO BLOG.
21. What is a bite-size nugget?
• Announcement of availability of content piece
• Intriguing quote or statistic from content piece
• Infographic based on content piece
• Promotion of an event
• Photos from event
• Teaser video clip/still from video
• Retweet or shared post from someone served