Shana Sullivan - From Frustration to Success with Content Marketing

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The document is a presentation about content marketing by Shana Sullivan. It discusses common frustrations and failures with content marketing, such as lack of executive buy-in, poor strategy, failure to amplify content, and more. It then provides tips for successful content marketing, such as having an agile documented strategy, creating content people search for, not skipping the ideation step, and getting the whole company invested in content marketing culture. The overall message is that companies implementing these principles well are seeing great results with their content marketing efforts.

Marketing

@ShanaSullivan38
Executive team
is not leading
the way

@ShanaSullivan38
Content marketing isn’t a
campaign, a tactic, or a
strategy.
Content marketing is a culture.

@ShanaSullivan38
The wrong
kind of
strategy
v

@ShanaSullivan38
This is how we work with clients today

@ShanaSullivan38
1. Organic
• Links
• Social
• Influencers
• Distribution
2. Paid
• Press releases
• Influencers
• PPC
If you build it, they (might) come

@ShanaSullivan38
Nurturing
leads is an
afterthought

@ShanaSullivan38
Source: https://chitika.com/google-positioning-value

@ShanaSullivan38
86% of
searchers
conduct non-
branded queries
86%86%
93% of all
consumers use
search prior to
making a
purchase
93%

@ShanaSullivan38
1. Unintentional
duplicate content
2. Slow page-load times
3. Poor HTML
4. Poorly optimized
images/videos
5. Bad backlinks/Not
enough
6. Thin content
7. Not Mobile Friendly
Most Common SEO Problems

@ShanaSullivan38
SEO Learning Series: 101, 202, Penalties & More
Watch Videos: VerticalMeasures.com/resources/seo

@ShanaSullivan38
You’re
afraid to
publish
the best
content

@ShanaSullivan38
• Cost/Price
• Problems/Issues
• VS./Comparisons
• Reviews
• Best/Top
• Resource Pages
What People Actually Look For

@ShanaSullivan38
How to Grow Your Business Without Keywords Video
Watch: VerticalMeasures.com/ideation

@ShanaSullivan38
No matter how big or small you are

@ShanaSullivan38
Or what industry you’re in…

@ShanaSullivan38
Our own client example
Started publishing content weekly
Since March 2016, organic traffic
is up 240%, leads are up 221%.

@ShanaSullivan38
In summary…
1. Your whole company needs to buy-in and truly
understand Content Marketing
2. You need to have a documented, agile strategy
3. You must create content people are actually
searching for!
4. You must not skip the ideation step.

@ShanaSullivan38
The companies that truly
understand these principles
are the ones doing incredible
things online.

Tweet: @VerticalMeasure’s
Content Marketing book is
FREE at
http://vert.ms/cmworks
Thank You!
@ArnieK
#DSP15

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Peter Pachal - How Mashable Cultivates a Loyal Audience of Snake Peopl… er, M...

Julia Grosman

This document provides an overview of trends among Millennials and strategies for engaging them online. It discusses how Millennials value experiences over products and making an impact. It also analyzes popular platforms like Snapchat, Facebook, and YouTube and how they can be leveraged to tell visual stories and build engagement. The document warns that distributed platforms are fragmented and don't guarantee ownership of audiences. It presents Mashable Reels as an alternative for building owned audiences across devices through a visual storytelling format.

Cynthia Round - Rebranding: Making a 145-Year-Old Institution Not Only Releva...

Julia Grosman

This document discusses making museums more irresistible by strengthening their brand relationships with visitors. It provides background on the Metropolitan Museum of Art, noting it receives over 7 million visitors annually from over 190 countries. To be irresistible, the document suggests museums should understand how their brand is significant in people's lives through a brand audit examining feelings, memories, and associations. It advises distilling the brand relationship to its essence and expressing it consistently to strengthen the emotional bond with visitors.

Ginger Shimp - The Care and Feeding of the Content Engine

Julia Grosman

The document discusses how to effectively create and deliver content across the buyer's journey. It notes that the buyer's journey is no longer linear for many but hyperlinked. It recommends starting content creation from the perspective of the end goal and using different content types and formats like video, podcasts, eBooks and assessments to appeal to various learner types and engage customers at different stages of consideration. The document provides tips and resources for creating different types of content.

Jill Kaplan - Customer Analytics and Marketing to Drive Demand

Julia Grosman

This document discusses using small customer data to gain insights and build relationships. It recommends gathering necessary customer information, applying AI to expand profiles, enriching data with firmographics, and focusing campaigns on key metrics like customer lifetime value. Case studies show how small data can drive conversion, loyalty, and advocacy by identifying high-value customers. The roadmap involves understanding data needs, enriching profiles, and aligning sales and marketing around metrics to build a strategic customer database and revenue campaigns.

Michael Albanese - The Art of the Laugh (Taking your brands humor content to...

Julia Grosman

The document discusses tips for developing comedy skills. It recommends comedians 1) find their unique voice, 2) extensively write and refine new material, and 3) draw from personal experiences to inform their content. It also provides quotes emphasizing that comedy pushes boundaries and is subjective. The document is authored by comedian Mike Albanese and published on his website about comedy and creativity.

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