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Content Marketing
Why you need it and how to
do it without losing what’s left
of your mind.
What is
CONTENT
MARKETING?
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
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
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.
WHERE’S
THE
PROOF?
More (and better) site traffic
Source: Kapost
Cost per lead goes down
Source: Kapost
You own the audience
Source: Kapost
That’s all great…
But HOW do I do
content marketing?
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
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
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
Optimize – Find your keywords
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
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
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+
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.
MK’s content spectrum
Bite-sized
nugget
Meal
Buffet
Distribute as Bite-Size Nuggets
• Facebook
• Twitter
• Google+
• SlideShare
• Pinterest
• Email
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
Content Breakdown Model
Annual
Report
InfoGraph
FB/TW/G+
Hot stat
FB/TW/G+
Quote
FB/TW/G+
Release
offer
SM/EM/DM
Slideshare
pres + SM
YouTube
video + SM
DM/EM/SM
Appeal
LeadGen/Download Model
Lead
collection
landing
page
Facebook
Twitter
LinkedIn
Google+
Resources
• Content Marketing Institute
•HubSpot
•Inbound Marketing University
•Marketo
•Eloqua
•Kapost
Contact
And if you ever have a question, email me at
mkgulick@nebraskachildren.org
@NE_Children
facebook.com/nebraskachildren

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How to do Content Marketing

  • 1. Content Marketing Why you need it and how to do it without losing what’s left of your mind.
  • 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.
  • 7. More (and better) site traffic Source: Kapost
  • 8. Cost per lead goes down Source: Kapost
  • 9. You own the audience Source: Kapost
  • 10. That’s all great… But HOW do I do content marketing?
  • 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
  • 14. Optimize – Find your keywords
  • 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.
  • 20. Distribute as Bite-Size Nuggets • Facebook • Twitter • Google+ • SlideShare • Pinterest • Email
  • 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
  • 22. Content Breakdown Model Annual Report InfoGraph FB/TW/G+ Hot stat FB/TW/G+ Quote FB/TW/G+ Release offer SM/EM/DM Slideshare pres + SM YouTube video + SM DM/EM/SM Appeal
  • 24. Resources • Content Marketing Institute •HubSpot •Inbound Marketing University •Marketo •Eloqua •Kapost
  • 25. Contact And if you ever have a question, email me at mkgulick@nebraskachildren.org @NE_Children facebook.com/nebraskachildren