Presentation from NYU guest speaking November 2016 - A look inside how I approach content marketing at Bluecore

1. How I Actually do
content marketing
Liz Bedor
Senior Content Marketing Manager
Bluecore

2. Alittlebitaboutme…

3. Alittlebitaboutme…

4. Alittlebitaboutme…

5. Alittlebitaboutme…

6. Alittlebitaboutme…

7. Whyarewetalkingaboutthis?
“HowIActuallydocontent
marketing”

8. Whyarewetalkingaboutthis?
Content Marketing Theory

9. Whyarewetalkingaboutthis?
Content Marketing Theory Content Marketing Reality

10. Agenda–contentmarketing
buildingblocks
Foundation
Destination
Team
Editorial
Customer Journey
Distribution
Measurement

11. First+Foremost:Yourjobisless
aboutnet-newcreationand
moreaboutCurating
knowledgeandinformationand
packagingitinaconsumable
andmeaningfulway

12. Foundation
What’s the mission?
Who is the audience?
What’s our current state?
What’s the business case?

13. Help eCommerce marketers run powerful email marketing
programs to drive incremental revenue for their business.
Themission–whyareyoudoingthis
inthefirstplace?

14. Audience–Whoareyoucreating
contentfor?
Director Deanna Innovative Izzy Casual Carl Email Eric

15. Currentstate–Auditwhatexists

16. Currentstate–Surfacehiddencontent!

17. Currentstate–Surfacehiddencontent!

18. Currentstate–Surfacehiddencontent!

19. Businesscase+KPIs–choosewhatyou
actuallycareabout
Brand
Awareness
Brand
Health
Conversions
Customer
Retention
New Organic Traffic
Social Following
Repeat Organic Traffic
Social Engagement
Time on Site
Pages Viewed
Content Downloads
Prospect Subscribers
Cost Per Lead
Customer Subscribers
Customer Retention
Customer CLV

20. Destination
Branding
Design

21. Branding

22. Branding

23. Design
Not obsessed with the carousal
Also working on this

24. Design

25. Team
Internal
External

26. Internal
Content Marketer
(ME!)
Designer
Demand
Gen
Customer
SuccessThought-Leader
Data
Scientist
Dedicated Resource Shared Resources I Bother to Help Me

27. External
Content Marketer
(ME!)
Freelancer Developer
Dedicated Resource Resources I Pay to Help Me (So They Like Me More)

28. Editorial
Structure
Topics
Types
Cadence

29. Structure+TOpics
How-To
Tactical best
practices
Inspiration
Real life examples
of programs
Strategy
"Thought
leadership"
Trends
eCommerce or
Consumer trends
Bluecore
News
Anything super
Bluecore-centric

30. Samplecontentthatfallsunderthis
How-To Inspiration Strategy Trends
Bluecore
News

31. Whatproprietarydatadoesyour
companyhave?

32. (hint:theseallalsohappentomap
toourpersonas)
How-To Inspiration Strategy Trends
Bluecore
News
Recruiting

33. Types–bigbelieverinbigrockcontent!

34. Types–bigbelieverinbigrockcontent!

35. Cadence
1 – 2 “big rock” pieces of content per quarter
1 blog post per week
Anything more than that is a cherry on top!

36. Lookforcontentyoucanrepurpose
Thought-Leader

37. Lookforcontentyoucanrepurpose
Thought-Leader

38. Lookforcontentyoucanrepurpose
Client QBR
recommendations
Customer
Success

39. Lookforcontentyoucanrepurpose
Client QBR
recommendations
Customer
Success

40. CustomerJourney
Content by stage

41. Ourstructurealsosomewhatmapsto
Buyerstage
How-To Inspiration Strategy Trends
Brand Awareness + Customer Retention Brand Health + Conversions
“Man, Bluecore is super helpful!” “Woah these guys are also really smart!”

42. We’reBeginningtothinkandbuild
contentbyjourney
Take Price Drop Triggered Emails as a Topic:
1. What is a Price Drop triggered email and why should you care?
2. How [insert retailer name here] does price drop triggered emails
3. Price Drop triggered email best practices
4. When is the right time to add the Price Drop triggered email to your
strategy?
5. How to convince your boss you need Price Drop triggered emails

43. Distribution
Paid
Owned

44. Paid
Facebook
Twitter
LinkedIn
AdWords
DMNews (this was terrible… don’t do it)
ReallyGoodEmails.com
Lizbedor.com*
MarketingInsiderGroup.com*
***All in all we spend about $15k per quarter***

45. Owned
Facebook
Twitter
LinkedIn
Bluecore.com
Customer + Prospect newsletter

46. Don’tforgettodistributeinternally!

47. Tools+Measurement
Tools
Transparency
Goals

48. Content marketing is not a one and done effort. You
must always analyze your data to continuously
optimize and influence your editorial strategy.

49. Function Tool
Email Distribution Pardot
Lead Tracking Salesforce
Content Hosting Wordpress
SEO Conductor
Social Media Publishing Twittimer
Analytics Google Analytics
Editorial Planning Google Calendar
Enlisttherighttoolsfortheright
functionstohelpyourecord

50. Findsolutionsthatoffertransparency
Salesforce Dashboard
shows gated content
downloads + blog
subscriptions by month
and quarter

51. GoogleCalendargivesinternalteams
visibilitytoeditorial+distributionplanning

52. Thingsthatwere
unexpectedlyhard
SEO – building custom SEO-driven landing pages
Getting a newsletter off the ground/demand gen in general
Understanding the audience
Writing so much on your own

53. Tips+Resources
Start with tactical and work your way up to thought-leadership
A lot of content that is relevant for your customers is relevant for your
prospects too
Look outside your industry for inspiration
Reuse and repurpose everything you can!!
Borrow authority + knowledge
Attend industry events, especially if you’re in a new industry

54. Questions?

55. Thank you