This document provides an executive's guide to content marketing. It begins with an overview of the dawn of social media and the transition from Marketing 1.0 to 2.0. It then defines content marketing and provides 15 actionable steps for an effective content marketing strategy, including identifying target audiences, developing content for each stage of the customer lifecycle, and measuring success metrics. The document also discusses the skills needed for content marketing and provides examples from hospitals and non-profits that have successful content strategies.

1. Executive’s Guide to ContentMarketingMay 19, 2011Bernie Borges1

2. AgendaThe Dawn of Social MediaWhat Is Content Marketing?15 Actionable StepsCan my people make it happen?Measuring Results2

3. The Dawn of Social Media3

4. Marketing History Lesson1950 to 20004

5. In a Transition1990 to 20005

6. Marketing 1.0 vs. Marketing 2.0Outbound MarketingInbound Marketing6

7. Buyers Don’t Have to Tolerate It7

8. New Marketing ParadigmMindset ShiftContent StrategyRelationship Building8

9. New Marketing Paradigm9Inbound Marketing

10. How Did We Get Here?10

11. Farming 1.011

12. Farming 2.012

13. Telephone 1.013

14. Telephone 2.014

15. Computers 1.015

16. Computers 2.016

17. Customers Changed Too17

18. Consumers Don’t Tolerate Marketing 1.0http://www.youtube.com/watch?v=heSudg-tfIk18

19. What is Content Marketing?19Content 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. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1]http://en.wikipedia.org/wiki/Content_marketing

20. What is Content Marketing?20

21. What is Content Marketing?21

22. 15 Actionable StepsIdentify the “personas” of your target audience.22

23. 15 Actionable Steps2. Identify the sources of content in your organization.23

24. 15 Actionable Steps3. Develop content that speaks to the pain points of each of your target personas.24

25. 15 Actionable Steps4. Develop content for each stage of your customer’s lifecycle.25

26. 15 Actionable Steps5. Create an editorial calendar of your content plan.26

27. 15 Actionable Steps6. Assign content production responsibilities to as many people as possible.27

28. 15 Actionable Steps7. Marketing functions as traffic coordinator, not producer of all content.28

29. 15 Actionable Steps8. Develop a diversified portfolio of content across different media and formats.29

30. 15 Actionable Steps9. Leverage social media as communication and engagement channels for your content.30

31. 15 Actionable Steps10. Define many success metrics and measure them to gauge impact of your content strategy.31

32. 15 Actionable Steps11. C Level support is a must for resource allocation in developing and implementing content.32

33. 15 Actionable Steps12. Produce content that has a measurable impact on sales to gain sales support.33

34. 15 Actionable Steps13. Focus on educational content, not on sales-centric content.34

35. 15 Actionable Steps14. Be willing to experiment with content.35

36. 15 Actionable Steps15. Study content marketing in and outside your industry for new ideas. 36

37. Can My People Make it Happen?Skills NeededWritingStory-tellingAuthenticResponsiveAnalytical37

38. Moffitt Cancer Center38

39. Moffitt Cancer Center39

40. Sarasota Memorial Hospital40

41. Sarasota Memorial Hospital41

42. Sarasota Memorial Hospital42

43. Sarasota Memorial Hospital43

44. All Children’s Hospital44

45. All Children’s Hospital45

46. All Children’s Hospital46

47. Facebook for Non Profits47

48. LinkedIn for Non Profits48

49. Be a “Magnet”49

50. More conversation…Bernie Borgesbernie@findandconvert.com727-234-0952 ext. 1001Websites: http://www.findandconvert.comhttp://www.bernieborges.comBlog: http://www.findandconvert.com/blogTwitter: http://twitter.com/berniebayLinkedIn: http://www.linkedin.com/in/bernieborges