The document summarizes a presentation given by Josh Miles and Holly Bolton on transforming a firm into a content marketing powerhouse. They discussed defining content marketing, why firms should do it, how to create great content, and examples of firms that do it well. The presentation included developing personas, creating a content calendar and hub, and distributing content across blogs, social media and other channels. The goal was to help firms think like publishers and leverage the content they already produce.

1. SMPS Build Business 2013
Transforming Your Firm Into a
Content Marketing
POWERHOUSE
Josh Miles // Holly Bolton
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Friday, July 26, 13

2. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Today’s outline:
What is Content Marketing?
Why should your firm be doing it?
How can you create great content?
Who are the firms doing it well today?
Friday, July 26, 13

3. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Let’s take a poll:
Let’s take a look at how you’re already doing
content marketing at your firms today!
Friday, July 26, 13

4. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Josh Miles
- Principal and founder of Miles Design,
branding firm specializing in brand and
website design for professional services
- Frequent speaker on marketing,
branding, and social media
- Author of Bold Brand: The new rules for
differentiating, branding, and marketing
your professional services firm
MilesDesign.com // BoldBrand.com
Friday, July 26, 13

5. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Friday, July 26, 13

6. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
It’s a conversation!
- Ask questions!
- Keep it interactive!
- Tweet along!
@joshmiles @hollybolton
Friday, July 26, 13

7. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Holly Bolton
FSMPS, CPSM
- Director of marketing and marketing
communications consultant at CE
Solutions, a structural engineering
firm
- 2011-2013 Chapter Delegate for the
SMPS Board of Directors
- Co-author of 2011 SMPS Foundation
White Paper, “The Client’s Use of Social
Media and Social Networking”
Friday, July 26, 13

8. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Friday, July 26, 13

9. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Bold Brand:
The new rules for
differentiating, branding and
marketing your professional
services firm.
boldbrand.com
20% OFF: “SMPS2013”
Friday, July 26, 13

10. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Get the notes & handouts!
Get all of today’s goodies!
milesdesign.com/content
Or just hand us your business card!
Friday, July 26, 13

11. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Content
marketing?
First let’s define some terms:
Friday, July 26, 13

12. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage a
clearly defined and understood target audience
—with the objective of driving profitable
customer action.
Communicating… without selling.”
“
Friday, July 26, 13

13. 5
SponSored by
B2B Content Marketing Usage
(by Tactic)
0
20
40
60
80
100
SocialMedia–OtherthanBlogs
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesonOtherWebsites
In-personEvents
WhitePapers
Webinars/Webcasts
ResearchReports
Microsites
Infographics
BrandedContentTools
MobileContent
eBooks
PrintMagazines
Books
VirtualConferences
Podcasts
MobileApps
DigitalMagazines
PrintNewsletters
AnnualReports
Licensed/SyndicatedContent
Games/Gamification
87%
83%
77%78%
70%70%
69%
61%
59%
44%
40%
38% 38%
33%
32%
31%
29%
28%
27%
26%
26%
25%
24%
20%
11%
71%
2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs
Friday, July 26, 13

14. (byTacti
SocialMedia–OtherthanBlogs
ArticlesonYourWebsite
eNewsletters
Blogs
CaseStudies
Videos
ArticlesonOtherWebsites
In-personEvents
WhitePapers
Webinars/Webcasts
ResearchReports
Microsites
Infographics
BrandedContentTools
MobileContent
87%
83%
77%78%
70%70%
69%
61%
59%
44%
40%
38%38%
33%
71%
Friday, July 26, 13

15. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Poll results:
Friday, July 26, 13

16. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Why should your firm
be doing content
marketing today?
Friday, July 26, 13

17. SoMe on the water
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Friday, July 26, 13

18. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
How can you
transform your firm
into a content
marketing powerhouse?
Friday, July 26, 13

19. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
First, you have to think
like a publisher.
Every product
has a byproduct.
What’s yours?
Friday, July 26, 13

20. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Kennedy VanderLaans / AJ Huisman
- Take an inventory of what you have
- Discover how much you already produce
- What’s the big idea?
- Get beyond the brochure
- Ask your clients!
Friday, July 26, 13

21. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Who is your audience?
@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Friday, July 26, 13

22. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Persona worksheet:
My Role/Story: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
I’m looking for: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
My Questions: ____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_________________________________________
name
Oliver the Owner
CEO of a growing tech firm,
needing to design a new
corporate HQ.
The best team - high design,
workplace environments—all to
attract & retain top talent.
How to optimize collaboration?
What are the latest trends?
What does research show?
What to expect throughout the
project process?
Friday, July 26, 13

23. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
How will you create
great content?
Friday, July 26, 13

24. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Content
Calendar:
- Goals, Topics, and Properties
- Authors & Dates
- Distribution
Friday, July 26, 13

25. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Barton Malow
@joshmiles @hollyboltonContent Marketing POWERHOUSE
Friday, July 26, 13

26. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
FACEBOOK LINKEDIN BLOG APPS TWITTER
Define your hub.
Friday, July 26, 13

27. Friday, July 26, 13

28. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Hub worksheet
Location: _______________________________________________________
Personas : _______________________________________________________
_______________________________________________________
_______________________________________________________
Content: _______________________________________________________
_______________________________________________________
_______________________________________________________
Goals / CTAs: _______________________________________________________
_______________________________________________________
_______________________________________________________
Hub Name
COMPANY BLOG
MilesDesign.com/blog
Archie the architect
Oliver the Owner
Thought leadership
Downloadable PDFs
Process - behind the scenes
Marketing Needs Assessment
Contact for new project
Friday, July 26, 13

29. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
What we did:
- Encourage tweeting during the presentation
- Bonus report recapping the presentation
- Content for future articles on content marketing
- Future blogs on the MD & CE Solutions web sites
- Prescheduled tweets about the topic before BB
- Social media shares about the presentation
Friday, July 26, 13

30. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
SMPS Build Business 2013
Whatever you do, do it well.
Do it so well that when people see you do it
they will want to come back and see you do it
again and they will want to bring others and
show them how well you do what you do.”
- Walt Disney
“
Friday, July 26, 13

31. @joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE
Thank you!
The new rules for
differentiating, branding and
marketing your professional
services firm.
boldbrand.com
20% OFF: “SMPS2013”
Friday, July 26, 13

32. Q&A?
Get the slides and more:
milesdesign.com/content
Or just hand us your business card!
@joshmiles @hollybolton #SMPS2013
Friday, July 26, 13