Content and Social Media: The Peanut Butter and Jelly of Marketing

rightsourcemarketing.com
Content and Social Media: The
Peanut Butter and Jelly of Marketing
May 8, 2014

About Dov
2
 Marketing Manager, Right Source Marketing
 Vice President of Collegiate Relations, Baltimore
Chapter of the American Marketing Association
 Staten Island Native (yes, the “Forgotten
Borough”)
 Fan of spicy foods (still searching)
 Avid world traveler - 19 states and counting;
Israel, England, France, Greece, Mexico, Iceland,
Jamaica, Netherlands, Panama, as well as the
Cayman Islands
@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia

Housekeeping Rules
3@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
 @dovhoffman
 @rightsource
 @BaltSocMedia
 #BaltSocMedia
“If it’s memorable, it’s tweetable.”
- @SimonTBailey

The Game Has Changed

Source: SiriusDecisions

The Peanut Butter and Jelly of Marketing
Content Social Media

What is Content Marketing?
“Content marketing is a marketing
technique of creating and
distributing valuable, relevant and
consistent content to attract and
acquire a clearly defined audience
– with the objective of driving
profitable customer action.”
Source: Content Marketing Institute

 93% of B2B marketers use content marketing
 Content marketing generates 3 times as many
leads, per dollar spent, as traditional marketing
tactics
 77% of business buyers prefer different content at
various stages of the product research process
 43% of organizations have a dedicated content
marketing executive
 Content marketing makes 70% of consumers feel
closer to a company
 65% of content marketers tailor content to industry
trends
Fun Facts on Content Marketing
Source: 57 Remarkable Content Facts from Curata

Make It Remarkable
Every single day…
 2,000,000 blog posts are written
 294,000,000,000 emails are sent
 864,000 hours of video are
uploaded to YouTube

The Content Marketer’s Mindset
 Content marketing is
not another tactic
 Content marketing is
not another line item
 Content marketing
impacts marketing
AND customer service,
public relations,
recruiting and more

Why Content Marketing?
“Content is the cost
of entry to relevance
in today’s society.”
“The top 1-5% [of executives and social media personalities] in the next
few years will have full-time content people around them. There are going
to be 500 to 5,000 people at this time next year who employ a full-time
content person.”
– Gary Vaynerchuk

Social Media is No Different

Content Marketing Planning
 Only 44% of B2B Marketers have a written
content marketing strategy
 Only 11% of companies that rate content
marketing as ineffective have a written
strategy
 B2B Marketers with a content marketing
strategy are 600% more likely to be effective
 2/3 of B2B Marketers without a content
marketing strategy are creating more content
now than they did in the previous year
View Full Content Marketing Institute (CMI) Research

Relationship of Content to Social Media

The Game is Changing…Or Is It?
17
 Don’t criticize, condemn or complain.
 Give honest and sincere appreciation.
 Acquire in the other person an eager want.

Social Media Landscape
 Social media is used by 87% of B2B
marketers to distribute content
 LinkedIn’s conversion rate is 3 times
higher than Twitter and Facebook
 71% of tweets are ignored, only
23% generate replies
 70% of organizations have a
presence on Google+
 43% of content marketers say social
media is a top contributor to
marketing success
Source: 57 Remarkable Content Facts from Curata

Six Tips for Your Social Media Strategy

Tip #1: Don’t Assume

Tip #2: Don’t Give Your Keys to the Intern

Pro Tip: Social Media Required Skills
 Community mindset
 Writing proficiency
 Tech savviness
 Ability to think visually
 Capable of crunching data
 Ability to act like a sponge
“Social success is now about
optimization, not colonization.”
- Jay Baer

Tip #3: Don’t Follow the Pack
“Social media is not simply a
means to an end – it is part of
your content marketing strategy.”

Tip #4: Don’t Think You Can Just Build
“Social media is about being social,
not just pushing out your messages.”

Tip #5: Don’t Toot Your Own Horn

Pro Tip: Starbucks
“We’ve learned to focus not on selling something through
social media but on how to engage our customers.”
– Troy Alstead, Starbucks CFO

Tip #6: Don’t Skip the Research
“Take a trip back to your school days
and do your research.”

Six Tips for Your Social Media Strategy
28
1. Don’t assume that you can execute just social
media.
2. Don’t let the intern run your social media program.
3. Don’t do social media because everyone else is
doing it.
4. Don’t have a “build it and they will come” mentality.
5. Don’t use social media (or expect it to serve) as a
sales channel.
6. Don’t skip the research.

Example: Red Cross, Everyone Messes Up

Example: Red Cross, Don’t Freak Out

Example: Dogfish, Leverage Mistakes

Key Takeaway: Content and Social Media
“Don’t let the social media
tail wag the content
marketing dog!”

Thank You!
33
Dov Hoffman
Right Source Marketing
@dovhoffman
@rightsource
dov@rightsourcemarketing.com
www.rightsourcemarketing.com
www.marketingtrenches.com
Want these tips?
Visit go.rightsourcemarketing.com/BaltSocMedia

Content and Social Media: The Peanut Butter and Jelly of Marketing

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