From the traditional basics such as networking and press releases to newer tools such as social media and mobile websites, learn the low cost or no cost ways to take your business to the next level with better marketing.
Rehashing offline copy or boring marketing collateral for your website just doesn't cut it anymore. Your website, blogs, webinars, video and podcasts, social media, and other online content all offer you tremendous opportunities to connect with your customers and drive business. Sounds great right? It is. But only if you do it well, and create the kind of content that both resonates with your customers and meets your business objectives.
Thought Leadership in the Construction IndustryImagine
Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have given up trying to develop valuable content, and started dressing up their brochures as thought leadership. While an impressive brochure has its place, it’s not exactly what we’re going for here. With the right approach, B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
From the traditional basics such as networking and press releases to newer tools such as social media and mobile websites, learn the low cost or no cost ways to take your business to the next level with better marketing.
Rehashing offline copy or boring marketing collateral for your website just doesn't cut it anymore. Your website, blogs, webinars, video and podcasts, social media, and other online content all offer you tremendous opportunities to connect with your customers and drive business. Sounds great right? It is. But only if you do it well, and create the kind of content that both resonates with your customers and meets your business objectives.
Thought Leadership in the Construction IndustryImagine
Thought leadership (sometimes called "content marketing" or "idea marketing") can one of the most powerful but challenging tools in your marketing toolbox. Sadly, many builders and A/E/C firms have given up trying to develop valuable content, and started dressing up their brochures as thought leadership. While an impressive brochure has its place, it’s not exactly what we’re going for here. With the right approach, B2B companies large and small can leverage their Subject Matter Expertise (SME) and create valuable content that will connect with their customers and drive business results.
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
Content Marketing: Leveraging print, web and mobile to build brand affinity James Windrow
Details the anatomy of a successful content marketing strategy and provides a case study example of a Fortune 100 financial institution.
This was presented during the Online Marketing Summit in May 2010.
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
Short intro to PR - what it is, goals & measurement, purpose, different PR for different stage startups, how to hire an agency, writing a good press release, how to leverage social media in PR, Tips and Tricks. Tools, Links and useful references for startups and small companies.
This presentation explains what makes content marketing work, examples for several industries, types of content marketing, and ideas for distribution. Delivered by Amy Neumann from Advance Ohio 011217 at MACC.
11 Lead Generation Offers and their Best PracticesLeadSquared
The E-Book talks about the various offers that can be employed to generate leads. The E-Book will give you:
- Lead Generation Formula
- 11 Lead Generation Offers & their Best Practices
- Relative Cost for Creating each Marketing Offer
- Marketing Channels that can be used to Market each Offer
Creating and converting leads through content marketingDigitalSherpa
Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues.
Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.
Facebook is still the king of social media interaction. Your business needs to be represented, and you need to have a plan. Pick up some tips on Facebook marketing and we can help you with a plan. contact us today at http://customfitmarketing.com to find out more.
5 Ways to Use Social Media to Jumpstart Your Marketing EffortsMarisa Peacock
Why do you need social media for your business? Let me count the ways. With so many best practices to implement, it’s easy to get overwhelmed and lose focus on your goals. Here are five key ways that you can leverage social media to help you jumpstart your marketing efforts.
This is a basic presentation on what is public relations and how companies have been using it for so long. Below are some key takeaways
# The Message - every company has a story
# Define your story
# Identify your audiences
# Communicate your story
# Understand the media tools
A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork
Social content that thrives in an overcrowded marketHarrison Blum
Social media used to be a place for businesses to thrive and increase brand awareness for little to no cost. Unfortunately, all of that has changed over the past several years.
As the popularity of social media grows, many of the most popular platforms have quickly become overcrowded. This has left many SMBs writing off social media as a serious marketing tool for their company.
Harrison Blum is pleased to share how SMBs can adapt and evolve its social content strategy to reach the modern customer.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
Content Marketing: Leveraging print, web and mobile to build brand affinity James Windrow
Details the anatomy of a successful content marketing strategy and provides a case study example of a Fortune 100 financial institution.
This was presented during the Online Marketing Summit in May 2010.
Branding overview along with general information about inbound marketing and social media and SEO tips. This goes alongside a presentation by Advokate at SUNY Adirondack on Monday, March 21, 2016. Contact Advokate, LLC, with any questions, or to schedule a marketing consultation! www.advokate.net
Slide deck from the Digital Matter video tutorial series on content marketing: how to think as a marketer and not as a blogger when designing a marketing strategy based on content.
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
Short intro to PR - what it is, goals & measurement, purpose, different PR for different stage startups, how to hire an agency, writing a good press release, how to leverage social media in PR, Tips and Tricks. Tools, Links and useful references for startups and small companies.
This presentation explains what makes content marketing work, examples for several industries, types of content marketing, and ideas for distribution. Delivered by Amy Neumann from Advance Ohio 011217 at MACC.
11 Lead Generation Offers and their Best PracticesLeadSquared
The E-Book talks about the various offers that can be employed to generate leads. The E-Book will give you:
- Lead Generation Formula
- 11 Lead Generation Offers & their Best Practices
- Relative Cost for Creating each Marketing Offer
- Marketing Channels that can be used to Market each Offer
Creating and converting leads through content marketingDigitalSherpa
Content marketing is the darling of the marketing world at the moment because it has such power when it comes to engaging audiences while creating and converting leads that bring in recurring revenues.
Combined with an overall marketing plan that includes other traditional marketing efforts, content marketing has proven to be an effective tool. Creating and converting leads through content marketing, though, involves using a slightly different formula than companies may use with other marketing strategies.
Facebook is still the king of social media interaction. Your business needs to be represented, and you need to have a plan. Pick up some tips on Facebook marketing and we can help you with a plan. contact us today at http://customfitmarketing.com to find out more.
5 Ways to Use Social Media to Jumpstart Your Marketing EffortsMarisa Peacock
Why do you need social media for your business? Let me count the ways. With so many best practices to implement, it’s easy to get overwhelmed and lose focus on your goals. Here are five key ways that you can leverage social media to help you jumpstart your marketing efforts.
This is a basic presentation on what is public relations and how companies have been using it for so long. Below are some key takeaways
# The Message - every company has a story
# Define your story
# Identify your audiences
# Communicate your story
# Understand the media tools
A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork
Social content that thrives in an overcrowded marketHarrison Blum
Social media used to be a place for businesses to thrive and increase brand awareness for little to no cost. Unfortunately, all of that has changed over the past several years.
As the popularity of social media grows, many of the most popular platforms have quickly become overcrowded. This has left many SMBs writing off social media as a serious marketing tool for their company.
Harrison Blum is pleased to share how SMBs can adapt and evolve its social content strategy to reach the modern customer.
Content marketing is the process of planning, creating, sharing, and publishing the content through channels such as social media, blogs, websites, podcasts, apps, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.
Navigating Marketing Right Now: How to adapt your brand messaging, channels a...Bridgette Borst Ombres
Learn how to adapt your brand messaging and channels for effective B2B marketing in today's world. Bridgette Borst Ombres at A2U and Jenna Chouinard at Datasmith discuss best practices in navigating the new digital landscape by focusing on recent shifts and trends, audience-first mindsets and more.
Website and product launches and ad campaigns come and go, but stories live on. Content is essentially your digital body language and a great way to allow people to become familiar with your personal or business brand. A solid content strategy can allow personal and business brands to build audiences with creative storytelling that contributes to a relevant, human conversation and thus over time build stronger relationships as you continue to develop trust and gain credibility.
****Slides from the session that covered building short term and long term strategies, measuring results using analytics and the importance of setting smart goals.
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
A Social Media and Content Marketing Guide for B2B Marketing Managersdhohmeier
In the spirit of helping our clients navigate the world of social media, we took the questions we’re asked most often and put together this helpful guide for B2B marketing managers. The guide has recently been updated to include the latest industry trends and best practices.
More at http://www.atomicdust.com/blog/
A Social Media and Content Marketing Guide for B2B Marketing Managersdhohmeier
In the spirit of helping our clients navigate the world of social media, we took the questions we’re asked most often and put together this helpful guide for B2B marketing managers. The guide has recently been updated to include the latest industry trends and best practices.
More at http://www.atomicdust.com
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
Driving Sales Exec Summit - Using Social to Drive BusinessAaron Strout
This the presentation I gave today at the DrivingSales Executive Summit (group of smart, ex-JD Powers folks). The focus is on how to companies big and small (and in this case, dealerships) can think about driving leads, awareness and loyalty with customers.
This presentation shows you how we market houses with built in Staging, HDR Photoshoot, Videos, and cutting edge Social Media Marketing Organic & Paid traffic.
Over 45k+ in Followers on FB & IG!! Staging and HDR Photos an Virtual Tours. Experts in Historic, Midtown and Eastside Homes. Diverse Clients. 25 Years Experience. Keller Williams Brokerage.
Franny will teach you how using FB Friends to Grow Your Sphere by 100 and then how to systematically stay in touch with them so you are top of mind when they are ready to buy or sell a home.
Still in Quarantine? Need something fun to do for an hour? How about come to our First Friday Edition Historic Homes Virtual Happy Hour as we celebrate the Artsy Victorians and Tudors of our Area. Bonus win a Bottle of J. Rieger & Co. Kansas City Whiskey by participating and a Guest Host - NYC/KC Architect to discuss the Art Nouveau Historic Home.
If you have hit your lid for being able to do your Real Estate Business by yourself and thinking of adding somebody, don't make the mistake I did by adding a Buyer's Agent first. If you are a Team looking to grow and need some ideas, this is the slide show to give you first looks at the Leverage Model.
Each House Photo is a clickable video to see inside of house.
Slideshow that describes our uniqueness as a High Tech Group. We Stage, Have Professional HDR Photos and Post & Advertise on our 39,000+ FB Page. See our high reach, engagement numbers in this SlideShow.
Find out the details of our Marketing & Listing Services: Free STaging, Professional Photos, Aggressive Pricing, FB Marketing With $100 of Advertising, Posted On All Social Media Sites.
More from Urban Cool KC - KW Key Partners LLC (20)
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
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#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
2. 2. Craft a successful social media content
marketing plan.
Content marketing is driven by one big idea: if you produce and share fantastically
useful
content, your community will be more likely to become customers, remain customers,
and
send you more customers.
Contrast that with old-school interruption marketing: forcing your target audience to
watch a
commercial, read a billboard, or close a popup window. We all hate interruption
marketing.
That’s why people buy TiVos, install ad-blockers, and subscribe to Netflix.
3. Here are some of the benefits you’ll enjoy once you
create and implement a content
marketing plan:
• A stronger customer relationship with your brand
once they see you’re trying to help
them instead of just shilling your product
• A well-earned reputation as the thought leader
in your industry
• Increased traffic to your website through higher
SEO rankings, inbound links and social
shares
• Educated and empowered repeat customers
who become brand ambassadors
• Fewer customer service requests
• Opportunities to engage with prospects seeking
to educate themselves about their
buying decisions
4. Each of your goals and objectives should be SMART:
Specific,
Measurable, Actionable, Realistic, and Timed.
When goals and objectives are solidified, determine
exactly which key performance indicators
(KPIs) you’ll use to measure success, and set a
benchmark to start from.
5. TARGET AUDIENCE PERSONA
• How do they seek information?
• How do they use social media? Which social
networks do they favor?
• What are their job responsibilities and what
decisions can they make?
• What challenges or problems are they trying to
solve?
• What are their “dealbreakers” - the definitive
circumstances that could repel them from
doing business with you? Or, what’s already keeping
them from doing business with
you?
• How do they measure success?
• What are they reading? Watching? Hearing?
7. WHY PERSONAS ARE IMPORTANT
Personas put a face on the customer. Some persona programs give people names so
you can refer to them and see them in a physical representation. The agency
Organic creates persona rooms where their people live so the project team can
become fully immersed.
Personas remove the tendency to think of yourself as the customer. You have to step
back and this gives you the structure to do so.
Act as a guide throughout the process of developing marketing communications
programs, cross mediums (print, digital, outdoor, TV, etc.).
Keeps designers, copywriters, programmers on track and avoids waste by remaining
focused on the customer.
8. HOW PEOPLE SCREW THEM UP
• Personas take time and research to get right.
• This includes some time in the field and meeting face-to-face with the customer.
• People think they know their customer without looking at data.
• Personas are often used up front in the marketing strategy process and don't carry
through the process.
9. HOW YOU CAN AVOID SCREWING
THEM UP
• Get data. Collect it from the web and third party sources. Analyze web
traffic. Do in-person interviews and ethnography. Get a big picture view and
then analyze it objectively.
• Talk to your customers. Videotape them. Record the audio. Take notes.
Come back with a real feeling for who you are trying to reach.
• Compare what you saw to the data and look for the insights.
• Evolve the personas over time. Adapt them as your product lines change or
the economy changes. These should be living, breathing entities.
10. EDITORIAL TEAM
• you’ll want to have a mixture of subject matter experts, engagement
specialists, editors, and someone to manage the blog.
11. DIRECTOR OF CONTENT MARKETING
This person owns the content marketing initiative, writes the plan, measures
results, and ensures all content is serving broader marketing and business
objectives.
12. EDITOR
The editor keeps things moving day-to-day.
This person is responsible for meeting deadlines set in the editorial calendar,
Implementing a style guide, and
Ensuring all content is of high quality.
Sloppy mistakes will reflect poorly on your brand; your editor should be
proofreading and editing religiously.
If content just doesn’t cut it, the editor isn’t afraid to reject it.
13. CONTENT CREATORS
If you can afford it, bringing on a dedicated writer or two will provide you with
a steady stream of high-quality content.
Combine a good writer with a subject-matter expert (SME) for meaty and
engaging content.
14. CONTENT PRODUCERS
These specialists add aesthetic pizzazz to everything your team creates. They
know how to shoot video, edit podcasts, design a presentation, or spruce up
an ebook.
If you don’t have this talent in your organization, it’s worthwhile bringing on a
contractor who can pull it all together in a fraction of the time you could.
15. EDITORIAL THEMES, TOPICS &
TYPES
Themes are the subject categories you plan to discuss with your community.
Topics address your community’s specific questions, concerns and
curiosities.
Types: Will you be writing blog posts, producing videos, hosting webinars,
writing ebooks, or giving presentations?
16. EDITORIAL CALENDAR
It’s important to lay it all out in an easy-to-read editorial calendar. This will
provide something tangible for your team to track what content is being
launched daily, weekly and monthly, and where they fall into the equation.
17. 10 WAYS TO FIND THE RIGHT WORDS
TO SAY TO YOUR COMMUNITY
18. 1.ASK YOUR CUSTOMERS DIRECTLY
Your customers are your best source of intelligence. Valuing customer opinions
will help you better connect with them and bring you closer to like-minded
prospects.
Ask them what problems they’re having trouble solving.
Ask them whether they watch videos on YouTube more than they read
industry blog posts.
Ask them to point you to their favorite online resources.
This doesn’t have to be a formal survey. Pick 10 to 20 customers that you have
a good relationship with to call, email, or even tweet.
19. 2. ASK YOUR SALES TEAM
Your sales team spends their time talking to customers and prospects. They are
building relationships around business issues that your company can solve.
Any sales person worth their salt can tell you the kind of information that closes
deals.
They can tell you what competitors are doing right. This can easily translate
into content.
Ask them what kind of ebook can help build a relationship with a prospect.
20. 3. ASK YOUR CUSTOMER SERVICE REPS
Customer service and technical support reps know what the weak points are
in your products and marketing materials. They get asked questions from
customers and prospects about things that don’t work and things they don’t
understand.
Which questions always resurface?
Write a blog post with the top troubleshooting tips.
Shoot videos with the support team answering actual customer questions.
21. 4. FOLLOW CUSTOMERS ON TWITTER
They could share concerns online that they wouldn’t share with you directly.
22. 5. JOIN INDUSTRY LINKEDIN GROUPS
LinkedIn Groups can be a great source of content ideas.
Join groups in your targeted industries to see what the conversation is about.
What kinds of blog posts are shared?
What gets the most discussion?
These can guide your own content creation.
You can ask questions and use the answers given as the basis for a blog post
or part of an ebook.
23. 6. FOLLOW INDUSTRY NEWS SOURCES
Even though many of us now get our news through social media channels,
there are still traditional news sources providing perspective into many
industries.
This could be in the form of print, web, or social media updates, but they still
reflect the issues that are important to your customers and prospects in those
industries.
Use these ideas as jumping off points for your own content.
24. 7. DISCOVER KEYWORDS IN WEB ANALYTICS
Search still drives significant traffic to many websites, and yours is not likely to
be the exception.
Get access to your web analytics and see what search terms are bringing
visitors to your site.
Create content around the search terms that are already driving traffic to
boost traffic further.
25. 8. LISTEN FOR PROSPECTIVE CUSTOMERS
What kinds of questions are people asking online in your industry? Are they
looking for recommendations in your product space?
Can you create content that responds to their expressed need?
26. 9. MONITOR INDUSTRY CONVERSATIONS
Whether you use a paid social media monitoring solutions or free tools, you
should follow key industry terms.
These are terms that you can glean from all of the other sources above, and
by following them on a regular basis, you can get a sense of how people talk
about these key issues.
Many companies use their own version of industry terms in much of their
content, but this can be a way to make sure that your content is in sync with
your audience.
27. 10. MONITOR COMPETITORS
We learn a lot by observation. This doesn’t mean you should copy everything
competitors do, or let their inactivity postpone your progress.
28. CHOOSE THE BEST CONTENT TYPES
FOR YOUR AUDIENCE
Blog Posts
E-Newsletter
Webinar
Ebooks
White Papers
Case Studies
Videos
Podcasts
Presentations
29. CHOOSE YOUR SOCIAL MEDIA
CHANNELS FOR DISTRIBUTION
You need to evaluate each of the following social networks, and any new
ones, for your company based on these criteria:
30. KNOW YOUR NETWORKS
Are my customers and prospects there?
Can my company join and participate in the network? Or does it have to
happen at the employee level?
Can my company provide value on the platform?
Can we create the right kind of content for the network?
Do we have the resources to post and engage on the network?
Is the social platform optimal for the types of content I want to share?
What do I want people to do with the content I share through social
channels?
31. BLOG
Make your blog serve as the hub of your publishing plan.
Publish to the blog first, and extract snippets to share on social networks with a
link leading back to the full post so you can reach traffic goals and lead
prospects to more information about your company.
32. TWITTER
Twitter is all about sharing the digital breadcrumbs. These should be thought
provoking, insightful or newsworthy tidbits that include links to longer-form
content, like blog posts
33. FACEBOOK
Facebook is the largest of the social networks, but seems to be one of the
hardest social channels for businesses to master.
Brands are challenged by Facebook’s ongoing platform changes, news feed
algorithm, and laser-pointed focus on users who are there to connect
with close friends and family.
Look to some of your favorite brands for how they post photos
and videos, ask questions of their fans, run contests, and drive traffic back to
their blogs and websites.
34. LINKEDIN
LinkedIn can be great for building a personal network and sharing content,
but you need to do so in a business-oriented way.
Let others know how the content you share, whether on your personal profile
or on your company page, will help connections succeed in their business.
Keep in mind that prospects don’t care about your products. They care about
solutions to their business problems.
35. YOUTUBE
Uploading your videos on YouTube can lead to additional views since videos
rank well in Google’s Search.
It’s also super easy to embed YouTube videos on your website or blog, as well
as share them on other social channels like Twitter and Facebook.
36. GOOGLE+
This is the newest of the major platforms and really seems to benefit visual
content like photos and videos.
Make sure blog posts that you share have compelling images to help attract
prospects and customers to your content.
Google+ can boost your personal and brand visibility in search results, so it’s a
good idea to grow your “Circles” and share content there.
37. TUMBLR
Not every brand works well on Tumblr
The standard blog post does not thrive on Tumblr. The fast paced, “next shiny
object please” nature of this social network is optimized for quick consumption
content.
Photos, videos, quotes, gifs and questions are the currency in the Tumblr
ecosystem.
A little attitude, edginess, and inspiration also plays very well amongst it’s
members.
The brands that have access to large amounts of this type of media are, not
surprisingly, the brands that have embraced Tumblr the most.
60 Brands Using Tumblr
38. PINTEREST
Users pin their favorite things to virtual pinboards along with their own
comments.
The pinned objects include a URL back to the source of the item.
Notable things about Pinterest are its demographics (women 35-44), its
growing user base and its ability to drive traffic.
39. INSTAGRAM
Instagram is a mobile app that lets users edit and share photos taken on their
iPhones. Brands have used it to share the behind-the-scenes of their
companies in very creative ways.
40. SLIDESHARE
Every time you give a public presentation or webinar, make sure you post your
presentation on Slideshare.
Ebooks can also be published on Slideshare and embedded on your site just
like YouTube videos.
You can even create short slide decks based on blog posts as another way to
share ideas.
It has a lead generation function, so you can capture leads no matter where
the presentations are posted.
For workplace innovation company Citrix, themes include improving productivity
and telecommuting - two complementary focal points on their Workshifting blog.
At Salesforce Marketing Cloud, ours include social media strategy, measurement,
engagement and influence.