2. INTRO
Things to look out for
Talk too fast, show a lot of examples and use a
ton of quotes
• vimarc.com/prsa
• Password: bootcamp
Over excitement
• Former journalist turned digital nerd
3. INTRO
What we’ll cover today
1. Change the way you look at content projects
2. Websites are outdated (in regards to content
distribution)
3. Adding content to your audiences’ journeys
4. Analyzing content and becoming a leader at your
organization
And …
4. INTRO
If you last the entire time …
I’ll share a content marketing prank I played on my
mother-in-law.
6. CHANGE THE
WAY YOU LOOK
AT CONTENT
PROJECTS
Creating Vimarc’s Integrated
Communications department
Replaced agency’s PR director and Digital director
Result: less siloed and more discussion about content
• Design vs. Functionality
A lot of examples you’ll see today are paid digital tactics
• Clients have accepted you have to ‘pay to play’
• Search engines and social networks continually
change the playing field, but one thing is constant:
content development is most critical now and
into the future
• Use paid content to drive engagement BUT also
strengthen organic reach
7. CHANGE THE
WAY YOU LOOK
AT CONTENT
PROJECTS
Creating Vimarc’s Integrated
Communications department
Created a list of content distribution questions to
stand the test of time
8. CHANGE THE
WAY YOU LOOK
AT CONTENT
PROJECTS
Top Questions To Ask Yourself
Where is this content going?
• Mobile
• Tablet
• Desktop
• Wearable
9. CHANGE THE
WAY YOU LOOK
AT CONTENT
PROJECTS
Top Questions To Ask Yourself
Is the most important info “above the fold”?
• Character limits
• Are you leading with the most important info?
• Image specs
• Is anything getting cut off?
10. CHANGE THE
WAY YOU LOOK
AT CONTENT
PROJECTS
Top Questions To Ask Yourself
Has this been tested?
• What platform is this being placed on because
different tools have different:
• Functions
• Metrics
11. CHANGE THE
WAY YOU LOOK
AT CONTENT
PROJECTS
Top Questions To Ask Yourself
What were the results?
• How did this perform?
• What adjustments do we need to make for
future campaigns?
12. CHANGE THE
WAY YOU LOOK
AT CONTENT
PROJECTS
Quotable
“You can’t force the culture in your
brand, you have to get your brand
to fit in with the culture. You have
to be comfortable with giving up
control.”
- Hewlett-Packard
15. WEBSITES
ARE
OUTDATED
Google Updates
Less focus on individual keywords, and more focus on:
Expertise
Authoritativeness
Trustworthiness
* If people spend more time reading and returning to
your content, the better your SEO results will be.
20. WEBSITES
ARE
OUTDATED
Google Updates
What’s the one thing not mentioned yet?
• Traditional organic results
That’s because everything we just reviewed goes
on top of the organic results and pushes it down
“below the fold”
29. WEBSITES
ARE
OUTDATED
Quotable
“The serialization of content can net
you more money and make
marketing more affordable. You can
only spend your ad money on
promoting your first piece. If it
satisfies your target audience, they’ll
check out the rest of your series.”
- Mars Doria
31. ADDING
CONTENT TO
YOUR
CUSOMTERS’
JOURNEYS
Case Study: Ritter Communications
Overview
• Regional telecommunications company
headquartered in Arkansas promotes high-
speed Internet, phone and cable services to
consumers and businesses
• Competitors: AT&T, Spectrum, Xfinity
• Since February 2016, Vimarc and Ritter have
run a Managed Voice campaign, targeting both
large and small businesses in specific
geographic areas of Arkansas, Missouri and
Tennessee
32. ADDING
CONTENT TO
YOUR
CUSOMTERS’
JOURNEYS
Case Study: Ritter Communications
Strategy
• Invested valuable time with Ritter’s product
development, sales and marketing
departments to understand each business
solution
• Created key messaging: Cost Savings and
Peace of Mind
• Developed a comprehensive marketing plan
that included:
62. ANALYZING
CONTENT AND
BECOMING A
LEADER AT
YOUR
ORGANIZATION
Quotable
“Did you know that Dell made an
extra $25 million in sales just by
changing three little words? They
changed their original call to action
— the very common and popular
‘Learn More’ to something more
interactive — ‘Help Me Choose’ ”
- Dell