How to Hit the Jackpot with Content Marketing Strategy: Content is King
A step-by-step guide to building a content marketing strategy for your organization, business or cause. From often overlooked aspects of planning to what you truly need to measure.
Ryann Petit-Frere, Manager of Digital Media Strategy at the California Lottery provides a guide to developing a content marketing strategy for your social and digital efforts.
Covers:
2014 Figures on Internet and Social Media Usage
Tips for Influencing Organizational Culture
A Guide to Understanding Your Audience
How to Create and Curate Engaging Content
How to Maximize Distribution of Your Content
Distribution Channels
Viral - Fails #myNYPD
Analytics
Created for the Sacramento Business Journal and Sacramento Social Media Club
Annotations:
"Managing Content Marketing" - Robert Rose
Pew Research Internet Project
"The Science of Emotion in Marketing" Courtney Seiter, Buffer Blog
"Emotional Ads Work Best" Roger Dooley, Neuromarketing
B2B Content Marketing Trends, Content Marketing Institute/ Marketing Profs
California Lottery 2013 Report to the Public
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
You’re probably creating content with the goal of generating demand and collecting leads, but are you also creating content to arm your Sales Team?
As marketers, we can’t forget that content can also support Sales, equipping them with the support materials and selling tools that they need to succeed.
Browse through our slides to read more about creating content that your Sales Teams can use to close more deals. You'll learn about:
- Different ways to leverage content for sales enablement
- Aligning content creation with insight from Sales
- Creating content to educate prospects and manage objections
The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content znd ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.
User Reviews: Your Best Kept Content Marketing SecretUberflip
This document summarizes a webinar about how companies can leverage user reviews to accelerate sales. The webinar discusses how buyers are increasingly relying on peer reviews in their purchase decisions and search behavior. It then provides best practices for companies to build a strong user review program, including acquiring reviews, maximizing review content value, refreshing reviews, responding to critique, and measuring success. Specific success stories are shared, such as how Tealium increased on-site conversion and pipeline by displaying reviews. The webinar concludes by providing resources for building a user review program to increase sales.
Your business, content, and digital strategy - learn how to leverage success from one to build the others and repeat the cycle for measurable success. This presentation (from a lecture given at UArts in Feb '17) includes tactical tips and tools focused on digital strategies including SEO, content production, and content marketing.
The document summarizes top performing B2B content from 2015 as identified by Uberflip and BuzzSumo research. It identifies common content types such as research reports, how-to posts, trends reports, reference assets/eBooks, product launches, curation posts, case studies, and tools. Examples are provided for each category. The document then discusses factors that influence content success such as content, relevance, distribution, and consistency. It provides tips for creating top performing content and engaging audiences.
The 2016 Framework for Evaluating Content Marketing SoftwareUberflip
It's 2016, and it's clear that content is no longer only in the marketer's domain — it fulfills the entire buyer journey from engagement and lead generation all the way through to sales and customer retention.
As such, the marketing technology landscape has exploded with content marketing software options. While this explosion of solutions is exciting, it can also be confusing and difficult to navigate. Should you seek a platform or point solutions? How do you avoid "software silos"? What kind of software do you actually need to crush your B2B marketing goals?
In this presentation, Uberflip Co-Founder and CEO Yoav Schwartz provides an authentic framework through which content marketing software should be evaluated to build a powerful marketing technology stack.
You’ll learn:
- How to navigate the marketing technology landscape and assess different content marketing software solutions
- How to avoid software silos and ensure your content marketing software is fully integrated with your marketing technology stack
- How to audit your marketing technology and build a lean, mean content marketing machine for your organization
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
You’re probably creating content with the goal of generating demand and collecting leads, but are you also creating content to arm your Sales Team?
As marketers, we can’t forget that content can also support Sales, equipping them with the support materials and selling tools that they need to succeed.
Browse through our slides to read more about creating content that your Sales Teams can use to close more deals. You'll learn about:
- Different ways to leverage content for sales enablement
- Aligning content creation with insight from Sales
- Creating content to educate prospects and manage objections
The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content znd ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.
User Reviews: Your Best Kept Content Marketing SecretUberflip
This document summarizes a webinar about how companies can leverage user reviews to accelerate sales. The webinar discusses how buyers are increasingly relying on peer reviews in their purchase decisions and search behavior. It then provides best practices for companies to build a strong user review program, including acquiring reviews, maximizing review content value, refreshing reviews, responding to critique, and measuring success. Specific success stories are shared, such as how Tealium increased on-site conversion and pipeline by displaying reviews. The webinar concludes by providing resources for building a user review program to increase sales.
Your business, content, and digital strategy - learn how to leverage success from one to build the others and repeat the cycle for measurable success. This presentation (from a lecture given at UArts in Feb '17) includes tactical tips and tools focused on digital strategies including SEO, content production, and content marketing.
The document summarizes top performing B2B content from 2015 as identified by Uberflip and BuzzSumo research. It identifies common content types such as research reports, how-to posts, trends reports, reference assets/eBooks, product launches, curation posts, case studies, and tools. Examples are provided for each category. The document then discusses factors that influence content success such as content, relevance, distribution, and consistency. It provides tips for creating top performing content and engaging audiences.
The 2016 Framework for Evaluating Content Marketing SoftwareUberflip
It's 2016, and it's clear that content is no longer only in the marketer's domain — it fulfills the entire buyer journey from engagement and lead generation all the way through to sales and customer retention.
As such, the marketing technology landscape has exploded with content marketing software options. While this explosion of solutions is exciting, it can also be confusing and difficult to navigate. Should you seek a platform or point solutions? How do you avoid "software silos"? What kind of software do you actually need to crush your B2B marketing goals?
In this presentation, Uberflip Co-Founder and CEO Yoav Schwartz provides an authentic framework through which content marketing software should be evaluated to build a powerful marketing technology stack.
You’ll learn:
- How to navigate the marketing technology landscape and assess different content marketing software solutions
- How to avoid software silos and ensure your content marketing software is fully integrated with your marketing technology stack
- How to audit your marketing technology and build a lean, mean content marketing machine for your organization
Many marketers are still playing “Where’s Waldo” when it comes to measuring the real ROI of content. That’s because they start thinking about it too late in the process.
In this B2B Content Hacks session, Marketo’s Heidi Bullock reveals the secret to achieving actionable insight into content ROI.
This document discusses content creation and storytelling best practices. It provides templates for creating buyer personas to better understand target customers. It also outlines the basic components of an effective story, including having a hero's journey plot structure with clear who, what, why, how and proof. It emphasizes making the customer the central focus of the story and driving stories to a clear call to action. Templates and examples are provided to illustrate these concepts.
The Future of Searchable Content | Voice Search & AIKaty Katz
This document discusses how to optimize content for the future of search marketing with a focus on voice search. It notes that consumers are increasingly asking questions through voice and expecting personalization. To prepare, marketers need to conduct keyword research on long-tail question-based keywords, create content that answers questions directly and ranks for featured snippets, use schema markup to provide structured data to search engines, and optimize their overall online brand presence through various marketing channels. Foundational steps include defining goals, understanding audiences, and mapping the customer journey.
How to Assemble a Results-Driven B2B Marketing TeamUberflip
Even if you've hired the most coveted talent for your marketing team, it doesn't always translate into success.
This is especially true for B2B marketing teams, where each function of the team plays a very specific role in moving your potential buyer down the funnel. However, for quickly growing B2B organizations, finding the right people for your marketing team is only the beginning — you also have to focus on providing your team with the tools and tactics that they need to succeed.
Assembling a results-driven B2B marketing team that can help your organization meet its growth goals is no easy task. In this presentation, Uberflip's Hana Abaza and LeadGenius' Lena Shaw explain how they manage the growth of their respective teams.
SPARK 2016: Searching for the Content Bigfoot: How to Create a Data-Driven Co...TrackMaven
See Dayna Rothman's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com
Like Bigfoot and the Loch Ness Monster, creating a fully data-driven content marketing strategy and tracking true ROI seems to the stuff of myths. However, with crafty pre-planning, the right tools, and proper insight, you can truly tackle the content marketing mythical beast of ROI.
Join Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies as she discusses how she built EverString's data-driven content program.
How to Crowdsource Content From Your AdvocatesUberflip
As the demand for content grows, marketers are faced with a huge challenge: how can you consistently more create high-quality content that the right people actually engage with, convert on and share? You can't do it alone. You need help.
In this B2B Content Hacks session, you’ll learn why and how your company's advocates must be a critical component of your content marketing strategy, from ideation to creation to distribution.
Developments by Google from the Panda update in 2011 to the rollout of RankBrain and recent changes in the Adwords Keyword Planner...the writing's on the wall - it’s time SEOs have a new strategy for content.
Going after single keywords based on search volume is a strategy only the big brands can achieve, and even they are having difficulties with that approach nowadays. Whether you work for a big brand or a local startup, SEOs need strategies and tools to handle the advancements of Google and create great content.
In this presentation, Nicole Hess shares the tools and processes that she and the team at her agency, Greenlane Search Marketing, use to research topics, search intent and semantics.
Covered are the main steps to their processes, examples, and a Greenlane custom tool that has cut our research time by 375% (no joke, you’ll see!).
Specifically included are:
1. Intro and status check on SEO research: What are you really trying to find?
2. Think Outside the Keyword Box: Creative brainstorming.
3. Topics: Getting data behind topics and the keywords that fuel them.
4. Know your competition: Defining the topics your competitors are strong at.
5. Search intent discovery: From purchases to research and comparison, identify what content the searcher wants to find.
How to Build a High Converting Content ExperienceUberflip
Every year, more B2B companies are investing extra resources into creating stronger content marketing strategies. We all know that content converts, but as our markets get more saturated with so many different content assets, we need to acknowledge that great content is no longer enough.
You need a great content experience.
Learn from Yoav Schwartz, Uberflip CEO & Co-founder, as he dives into what exactly it means to create a remarkable content experience and see how Jon Kane, Medgate Content Marketing Specialist, was able to improve his company’s own content experience with the use of Uberflip.
How to Personalize Content Experiences at ScaleUberflip
This document discusses how to personalize content experiences at scale. It recommends auditing existing content, creating personalized content experiences for different audiences, and personalizing content delivery across different channels. Specifically, it suggests tagging content by topics, personas, accounts etc. to organize it better. It also advises marketers to build initial personalized content streams for key accounts or segments. The document then provides examples of how to personalize content delivery via paid, email, social, sales and organic channels. It emphasizes that personalizing content at scale requires the right mix of content for audiences delivered at the right time.
How to Leverage Webinars for B2B Lead GenerationUberflip
Webinars are unique among content types; they're marketed like events, after all.
These web-based seminars attract qualified, invested audiences that you can convert into leads weeks before the content goes live, and months after it's aired. That makes webinars a powerful lead generation asset in your B2B content mix.
Join Hana Abaza, VP Marketing at Uberflip for a webinar about the best practices to get the most out of these live events.
How laurentian university created a data driven content strategy using seoSarah Khan
Laurentian University saw declining organic search traffic. They worked with Mintent to create a data-driven content strategy using SEO. They re-wrote 120 academic program pages in 60 days, optimizing headings and keywords. They saw a 25% increase in program page entrances and traffic on average. Organic search contribution to their web traffic increased. Moving forward, they plan to track performance with linked analytics and consider international search engines.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Psychology, Strategy, and the Future of Digital MarketingKevin Getch
I taught this class at WSU on April, 2nd 2020. We did a deep dive into human psychology and how to understand your customer better than they know themselves. We discussed how to develop a customer centered digital marketing strategy.
We also talked about how to continually measure, monitor and adjust so you're able to anticipate your customers needs and adapt to them.
How to Design Compelling Content ExperiencesUberflip
When you break it down, it’s not content that converts visitors, that compels them to opt-in to your marketing. If it was that easy, quantity and quality would be all you needed. But no, it’s the experience that ties it all together.
Can you attract an audience with value, encourage them to interact with content that engages them, and deliver the right call to action at the right time?
In this presentation, Uberflip’s Hana Abaza and SnapApp’s Vanessa Porter discuss how to leverage new interactive content formats in tandem with a content experience that’s optimized to make it all work.
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...Purna Virji
PPC can have a pretty significant impact on brand and subsequently on overall revenue. Let’s explore three different ways some of our best-loved brands leverage PPC to win hearts and dollars. From MozTalk Philadelphia, April 2016
From Old School to Cutting Edge: How Booker Leveraged Content for Killer ResultsUberflip
Old ways of content marketing will no longer cut it. Today, it's all about the content experience. Learn how Booker was able to leverage content to drive more views, engagement, and, ultimately, leads.
How a Content Marketing Company Does Content MarketingUberflip
You've invested in content marketing. You're consistently publishing valuable content that's relevant to your audience, but you're still not hitting your targets. What gives?
The truth is, even if your team is pumping out great content week after week, great content isn't enough. It's just as important to focus on the experience in which your content lives. Building a content experience that's responsive, strategically organized, and optimized for lead generation can dramatically improve your content's performance.
Optimizing the content experience to meet your marketing team's goals is critical to scaling your lead generation efforts. In this presentation, Uberflip's Hana Abaza for a webinar to learn how our marketing team leverages Uberflip to boost engagement, generate more leads and fuel marketing automation.
THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1K5dEIM
This presentation lays a foundation for content marketers to have successful and profitable campaigns in a short amount of time, while simultaneously building a lasting audience. It looks at cutting-edge ways to create scale by converging owned, earned and paid media for content promotion.
Content is King. How to Build a Content & Community Strategy Workology
Slidedeck for the North American JobG8 Summit. How to build a content and community strategy in recruitment, recruiting and hiring. How job boards and community can serve recruiters and job seekers and grow their businesses as well as their networks.
Her Social Majesty! When content is King and conversation is Queen, they make...Boondoggle
Hands-on advice on how to create and manage content to engage with your fans via social media. Presented by Glenn Van Hoof at the Social Media Forum 2011.
Many marketers are still playing “Where’s Waldo” when it comes to measuring the real ROI of content. That’s because they start thinking about it too late in the process.
In this B2B Content Hacks session, Marketo’s Heidi Bullock reveals the secret to achieving actionable insight into content ROI.
This document discusses content creation and storytelling best practices. It provides templates for creating buyer personas to better understand target customers. It also outlines the basic components of an effective story, including having a hero's journey plot structure with clear who, what, why, how and proof. It emphasizes making the customer the central focus of the story and driving stories to a clear call to action. Templates and examples are provided to illustrate these concepts.
The Future of Searchable Content | Voice Search & AIKaty Katz
This document discusses how to optimize content for the future of search marketing with a focus on voice search. It notes that consumers are increasingly asking questions through voice and expecting personalization. To prepare, marketers need to conduct keyword research on long-tail question-based keywords, create content that answers questions directly and ranks for featured snippets, use schema markup to provide structured data to search engines, and optimize their overall online brand presence through various marketing channels. Foundational steps include defining goals, understanding audiences, and mapping the customer journey.
How to Assemble a Results-Driven B2B Marketing TeamUberflip
Even if you've hired the most coveted talent for your marketing team, it doesn't always translate into success.
This is especially true for B2B marketing teams, where each function of the team plays a very specific role in moving your potential buyer down the funnel. However, for quickly growing B2B organizations, finding the right people for your marketing team is only the beginning — you also have to focus on providing your team with the tools and tactics that they need to succeed.
Assembling a results-driven B2B marketing team that can help your organization meet its growth goals is no easy task. In this presentation, Uberflip's Hana Abaza and LeadGenius' Lena Shaw explain how they manage the growth of their respective teams.
SPARK 2016: Searching for the Content Bigfoot: How to Create a Data-Driven Co...TrackMaven
See Dayna Rothman's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com
Like Bigfoot and the Loch Ness Monster, creating a fully data-driven content marketing strategy and tracking true ROI seems to the stuff of myths. However, with crafty pre-planning, the right tools, and proper insight, you can truly tackle the content marketing mythical beast of ROI.
Join Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies as she discusses how she built EverString's data-driven content program.
How to Crowdsource Content From Your AdvocatesUberflip
As the demand for content grows, marketers are faced with a huge challenge: how can you consistently more create high-quality content that the right people actually engage with, convert on and share? You can't do it alone. You need help.
In this B2B Content Hacks session, you’ll learn why and how your company's advocates must be a critical component of your content marketing strategy, from ideation to creation to distribution.
Developments by Google from the Panda update in 2011 to the rollout of RankBrain and recent changes in the Adwords Keyword Planner...the writing's on the wall - it’s time SEOs have a new strategy for content.
Going after single keywords based on search volume is a strategy only the big brands can achieve, and even they are having difficulties with that approach nowadays. Whether you work for a big brand or a local startup, SEOs need strategies and tools to handle the advancements of Google and create great content.
In this presentation, Nicole Hess shares the tools and processes that she and the team at her agency, Greenlane Search Marketing, use to research topics, search intent and semantics.
Covered are the main steps to their processes, examples, and a Greenlane custom tool that has cut our research time by 375% (no joke, you’ll see!).
Specifically included are:
1. Intro and status check on SEO research: What are you really trying to find?
2. Think Outside the Keyword Box: Creative brainstorming.
3. Topics: Getting data behind topics and the keywords that fuel them.
4. Know your competition: Defining the topics your competitors are strong at.
5. Search intent discovery: From purchases to research and comparison, identify what content the searcher wants to find.
How to Build a High Converting Content ExperienceUberflip
Every year, more B2B companies are investing extra resources into creating stronger content marketing strategies. We all know that content converts, but as our markets get more saturated with so many different content assets, we need to acknowledge that great content is no longer enough.
You need a great content experience.
Learn from Yoav Schwartz, Uberflip CEO & Co-founder, as he dives into what exactly it means to create a remarkable content experience and see how Jon Kane, Medgate Content Marketing Specialist, was able to improve his company’s own content experience with the use of Uberflip.
How to Personalize Content Experiences at ScaleUberflip
This document discusses how to personalize content experiences at scale. It recommends auditing existing content, creating personalized content experiences for different audiences, and personalizing content delivery across different channels. Specifically, it suggests tagging content by topics, personas, accounts etc. to organize it better. It also advises marketers to build initial personalized content streams for key accounts or segments. The document then provides examples of how to personalize content delivery via paid, email, social, sales and organic channels. It emphasizes that personalizing content at scale requires the right mix of content for audiences delivered at the right time.
How to Leverage Webinars for B2B Lead GenerationUberflip
Webinars are unique among content types; they're marketed like events, after all.
These web-based seminars attract qualified, invested audiences that you can convert into leads weeks before the content goes live, and months after it's aired. That makes webinars a powerful lead generation asset in your B2B content mix.
Join Hana Abaza, VP Marketing at Uberflip for a webinar about the best practices to get the most out of these live events.
How laurentian university created a data driven content strategy using seoSarah Khan
Laurentian University saw declining organic search traffic. They worked with Mintent to create a data-driven content strategy using SEO. They re-wrote 120 academic program pages in 60 days, optimizing headings and keywords. They saw a 25% increase in program page entrances and traffic on average. Organic search contribution to their web traffic increased. Moving forward, they plan to track performance with linked analytics and consider international search engines.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Psychology, Strategy, and the Future of Digital MarketingKevin Getch
I taught this class at WSU on April, 2nd 2020. We did a deep dive into human psychology and how to understand your customer better than they know themselves. We discussed how to develop a customer centered digital marketing strategy.
We also talked about how to continually measure, monitor and adjust so you're able to anticipate your customers needs and adapt to them.
How to Design Compelling Content ExperiencesUberflip
When you break it down, it’s not content that converts visitors, that compels them to opt-in to your marketing. If it was that easy, quantity and quality would be all you needed. But no, it’s the experience that ties it all together.
Can you attract an audience with value, encourage them to interact with content that engages them, and deliver the right call to action at the right time?
In this presentation, Uberflip’s Hana Abaza and SnapApp’s Vanessa Porter discuss how to leverage new interactive content formats in tandem with a content experience that’s optimized to make it all work.
Clever Ways Brands use PPC for Customer Loyalty - MozTalk Philadelphia - Purn...Purna Virji
PPC can have a pretty significant impact on brand and subsequently on overall revenue. Let’s explore three different ways some of our best-loved brands leverage PPC to win hearts and dollars. From MozTalk Philadelphia, April 2016
From Old School to Cutting Edge: How Booker Leveraged Content for Killer ResultsUberflip
Old ways of content marketing will no longer cut it. Today, it's all about the content experience. Learn how Booker was able to leverage content to drive more views, engagement, and, ultimately, leads.
How a Content Marketing Company Does Content MarketingUberflip
You've invested in content marketing. You're consistently publishing valuable content that's relevant to your audience, but you're still not hitting your targets. What gives?
The truth is, even if your team is pumping out great content week after week, great content isn't enough. It's just as important to focus on the experience in which your content lives. Building a content experience that's responsive, strategically organized, and optimized for lead generation can dramatically improve your content's performance.
Optimizing the content experience to meet your marketing team's goals is critical to scaling your lead generation efforts. In this presentation, Uberflip's Hana Abaza for a webinar to learn how our marketing team leverages Uberflip to boost engagement, generate more leads and fuel marketing automation.
THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1K5dEIM
This presentation lays a foundation for content marketers to have successful and profitable campaigns in a short amount of time, while simultaneously building a lasting audience. It looks at cutting-edge ways to create scale by converging owned, earned and paid media for content promotion.
Content is King. How to Build a Content & Community Strategy Workology
Slidedeck for the North American JobG8 Summit. How to build a content and community strategy in recruitment, recruiting and hiring. How job boards and community can serve recruiters and job seekers and grow their businesses as well as their networks.
Her Social Majesty! When content is King and conversation is Queen, they make...Boondoggle
Hands-on advice on how to create and manage content to engage with your fans via social media. Presented by Glenn Van Hoof at the Social Media Forum 2011.
Cleverwood Trends Session 8: Who's the King? Content, context or community? H...Cleverwood Belgium
KBC Banking & Insurance launched a campaign called "Gap in the Market" to help local entrepreneurs fill needs in their communities. The campaign involved 3 phases: 1) Identifying gaps in the market, 2) Asking entrepreneurs to fill those gaps, and 3) A competition for entrepreneurs who filled gaps. KBC provided a platform for the community to create content about gaps and ideas to fill them. Over 300,000 unique visitors used the platform, 177,000 gaps were identified, and 1,427 entrepreneurial ideas were submitted. The campaign successfully engaged the community and local businesses.
This proposal outlines a web design project that will take place over several phases including planning, concept design, development, review, and testing. The provider will assign a project manager and develop the site using best practices. Key deliverables include a fully functional website, Wordpress blog integration, and regular progress payments. The total cost is $3,750 for an estimated 75 hours of work. Acceptance of this proposal will lead to a formal statement of work serving as the project contract.
For years we’ve been saying “content is king” … but many of us have been treating it like a pauper. Find out why we can no longer afford to leave our online content as an afterthought, and how the new and growing field of content strategy is paving the way for a new era of powerful, vibrant, impactful websites.
Content is king: easy & simple ways to curate relevant contentScoop.it
Content is King: we've heard this sentence so much that for a lot of us it can become a factor of stress and frustration. Are you suffering content FOMO? Relax: content curation is here to the rescue. And here's how to make it practical and easy through hands-on best practices and tips as well as free or freemium tools to stop worrying about not doing enough with content.
These are the slides of the talk our Co-Founder & CEO, Guillaume Decugis, gave at the Social Media for Non-Profits conference on June 11, 2014 at the Microsoft campus in Mountain View.
This document proposes the development of a corporate website for a client. The website would include features like a blog, web pages with company information, and an optimized mobile design. It would use WordPress on a secure hosting server. The proposal outlines a two-phase process, including design, content input, optimization for search engines, and testing before handing over the completed site. The total estimated cost is KSH 23,000 with options for additional mobile responsiveness and search engine optimization.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Content marketing involves creating and sharing valuable content to attract and engage a clearly defined target audience with the goal of acquiring new customers or increasing business. It differs from traditional marketing in that it provides educational value to hold audience attention rather than solely selling products. To harness the power of content marketing, brands should consistently create easy to digest content tailored to their audience's needs, promote it tactically, and remain patient as it is a long-term investment.
MobiWeb Technologies provides web design and online business consulting services. They have 15 years of experience in web design, development, and online technologies. They offer responsive designs to showcase clients' businesses on all devices, along with services like SEO, social media, e-commerce solutions, and analytics. MobiWeb Technologies aims to help clients grow their businesses online through innovative and high-quality web design.
What is a Content Management System or CMSSteve Williams
A content management system (CMS) is software that allows for the centralized management of digital content. It enables technical and non-technical users to store, create, edit, manage, and publish various types of content like text, images, videos, and documents. Content is managed according to centralized rules, processes, and workflows to ensure coherent and validated electronic content is produced for its intended audience. There are many types of CMS solutions based on the different kinds of content they manage, such as web content, documents, records, collaboration tools, or digital assets. The appropriate CMS depends on factors like the type of content, organization size, resources, and content experience being managed.
UX strategy is about analyzing an organization's business strategy and outlining what needs to be done from a UX perspective to ensure that the goals of the business strategy are achieved. In brief, UX strategy is the glue that binds the company vision (goals) with the day-to-day UX tactics (execution). Without a clear UX strategy, it is entirely possible to design killer UX concepts, yet fail miserably in the marketplace. That happens a lot. This talk aims to help companies and designers avoid costly yet easily avoidable pitfalls.
Surprisingly, most companies don't have a UX strategy. In fact, very few even know what this document would contain. This talk aims to show people how to start, conduct, and complete this work, even within politically disinclined organizations.
The document is a proposal from WebPixTrics to design a website for XXX Company Pvt. Ltd. It includes an overview of WebPixTrics, their mission, vision and team. The proposal outlines a 5 step process for developing the website including preliminary research, strategic planning, graphic design, front-end programming, and quality assurance. It proposes delivering all specified pages and features using technologies like HTML, PHP, MySQL, JavaScript and more. The estimated budget and payment terms are also included along with responsibilities of both parties.
Stefanos karagos-design-forum CONTENT IS KINGThomas Nuth
This document discusses how visual content is dominating online spaces and consumer attention. It notes that consumers' attention spans have dropped to 5 seconds and that they are scanning and craving visually engaging content. It advocates that brands focus on creating visually appealing content that follows the "3F rule" - making content fun, fantastic, and fucking awesome. It also recommends designing content with the key human motivators of social approval, identity, morals, reciprocity, enjoyment, loss aversion, and present bias in mind. The document argues that brands must go beyond the noise to succeed by providing great user experiences through uniquely engaging visual content.
Content Is King: Writing For The Internettxhoudini
This document provides tips for starting a blog, including writing about your profession or hobbies, adding your opinions and images to curated content, being open to criticism, focusing on writing style, titling posts with keywords, using a clean layout, and basic SEO practices like including relevant categories, tags, and authorship information. It also recommends techniques like the Pomodoro method and provides an example blog about reviewing everyday items and linking to Amazon.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Presentation at annual Title I Conference on March 5, 2012 to share with Title I community efforts in the Malden Public Schools to outreach to parents using Web 2.0 and other media formats.
Thrillers often use an enigma narrative structure where fragments of the story are presented out of order, leaving the audience to piece together what is happening along with the protagonist. Opening scenes aim to establish characters, particularly villains, and trigger mysterious events without revealing full details to generate intrigue. Technical elements like lighting, shots, and editing are employed to build tension and hide information while hinting at impending danger or violence through techniques like slow pans and abrupt cuts.
Xrosswater Ltd produces a modular floating structure system for use in mining and industrial applications. The system is manufactured in the US and Europe under quality control and can be assembled rapidly on site. It is designed to withstand harsh industrial conditions and support various needs like walkways, pipelines, and platforms. Xrosswater has provided over 10,000 square meters of floating structures worldwide to mining companies for tailings dams and other uses.
Content Marketing: Arming Your Sales Reps with the Right Content to Drive SalesJoe Pulizzi
Presentation from Joe Pulizzi of the Content Marketing Institute on the 12 ways that companies go wrong with content and how they can fix them in order to drive more interest for sales. Includes case studies, research and insights into why marketers need to act like publishers.
In this class we will discuss the hub and spoke model that is used by many social media marketers and discuss the importance of developing a content strategy that will drive engagement and other business goals.
While it seems like some of the most successful content campaigns and marketing efforts are the result of creative geniuses, the truth is that coming up with great content really has nothing to do with traditional creativity.
In fact, the more "creative" our content is, the less helpful it can be for our audiences. That's because creating great content isn't actually an art – it's a science. And there's a specific process for how brands can engage and attract more customers. This lighthearted and entertaining session will reveal exactly what that formula is and how you can use it every single day.
What you'll learn:
-Understand what actually makes "great content"
-Check whether or not you and your teams are creating the right content for your organisation and your audiences
-Discover ways to get content into alignment with your goals, plus get teams on the same page
-Get reusable and strategic frameworks for content marketing success
About the presenter
Anna Hrach
Anna Hrach is a speaker, marketing strategist, and content expert who tackles her clients’ toughest marketing problems with fearlessness and tenacity. She was named one of the 50 Most Influential Women in Content Marketing of 2017. For more than a decade, she’s developed super-smart content strategies for companies ranging from up-and-coming startups to Fortune 500s. Her experience spans a range of industries, including pharmaceuticals, beauty, healthcare, hospitality, insurance, consumer packaged goods, banking, and education. She’s also helped build content departments at three different advertising agencies.
SearchLove San Diego 2017 | Hana Abaza | Aiming for Impact: A Conversion-Cent...Distilled
We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion and impact. In this session, Hana will cover the core drivers of high-impact content including establishing content/market fit, advanced persona driven strategies and optimization.
A presentation given at the University of Toledo on content marketing by Joe Pulizzi from the content marketing institute. Covers 10 reasons why many businesses fail with content marketing and includes some new research from the Content Marketing Institute.
How to Build an Audio Brand via Podcasting - Your Game Plan | Terran BenedictAnvil Media, Inc.
Before you advertise on another brand’s podcast, you need to know the basics of podcasting. In this Lunch & Learn, I will be covering everything from creating and advertising your own podcast, to sponsoring another branded podcast.
Learn best practices for creating your brand’s podcast or sponsoring another branded podcast, and uncover new hyper-active consumer audiences at Anvil’s March Lunch & Learn, How to Build an Audio Brand via Podcasting – Your Game Plan presented by Anvil’s Social Media Specialist and resident podcaster, Terran Benedict.
Content Marketing: Publishing is the New MarketingJoe Pulizzi
The document discusses content marketing and how it has become essential for businesses. It notes that consumers now spend more time online and on social networks than with traditional media. As a result, businesses need to become publishers that provide valuable content to attract and engage customers. The document provides tips for developing an effective content marketing strategy, such as understanding customer needs, creating a content calendar, and distributing content where customers spend their time online. The goal of content marketing is for businesses to become trusted resources and thought leaders in their industry.
Social Media and Digital Marketing for Local and Small Business:
In this seminar and workshop, we will help local and small busineses better utilize the amazing opportunities available in social media, email marketing, websites, online ads and much more.
These days, rising above the competition can be hard if the available tools are used poorly, incorrectly or if not used at all. Proper methods can streamline the process and garner real results of increased sales and visibility in search. Some of what we will cover:
-Choosing the right social networks
-Creating digital ads on Facebook and other social networks
-Email marketing best practices
-Is your Website the best it can be?
-Creating and maintaining content
-Mobile
And of course a complete open Q&A session!
To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
Sales and Marketing Executive's Workshop: Content Marketing for SalesJacquie Chakirelis
Jacquie Chakirelis and Amy Neumann from Advance Digital/Northeast Ohio Media Group offer advice and tips for sales organizations on implementing content marketing strategies to increase sales and develop better relationships with customers.
This document discusses strategies for deploying social media for brand storytelling and customer engagement. It addresses four barriers to reaching audiences online: content and media surplus, attention deficit, tunnel vision requirements, and unpredictable customer journeys. It then outlines several key strategies for effective social media use, including developing a social narrative based on research and analytics, aligning content with digital channels based on audience analysis, operationalizing brand advocacy through participatory storytelling, analyzing content performance using metrics, and building an operational framework to support ongoing content creation.
Content Marketing: The Future is PublishingJoe Pulizzi
The document discusses content marketing and how marketers are becoming publishers by creating and curating valuable content on a consistent basis. It outlines 10 common reasons why content may be failing, such as having no clear goals, not focusing on customers' pain points, or not leveraging employees. The key is for marketers to treat content marketing like publishing by having a specific strategy, calendar, and supporting internal resources.
The future of facebook marketing in 2014Trish Barry
This document discusses the role of Facebook in marketing strategies for 2014. It notes that while Facebook provides opportunities to connect with consumers, the platform is constantly changing and marketers can no longer rely on past results. The document provides tips for effective Facebook marketing, including developing a content plan, diversifying exposure across platforms, focusing on creating excellent content, using analytics to guide strategies, and considering promotional posts to reach audiences.
The Content Marketing Revolution - Print Buyers International ConferenceJoe Pulizzi
Keynote presentation by Joe Pulizzi given at the 6th Annual Print Buyers International conference at Graph Expo. In it, Joe discusses why the content marketing revolution is now and the 10 things you need to change in your content marketing process.
This document provides an overview of content marketing strategies and tactics. It discusses defining goals for a content marketing strategy, generating ideas for content, and measuring the success of content through metrics. Specific tactics covered include outsourcing content creation, working with influencers, promoting content through social sharing and email outreach. The document emphasizes creating high-quality, actionable content and maintaining a consistent content marketing effort.
Ultimate Content Marketing Guide for your 2014 content marketing strategy.
We launched the content marketing guide on January 23rd, 2014 in a joint webinar with Evernote. If you missed it, fear not, you can see the presentation here.
Similar to How to Hit the Jackpot with Content Marketing Strategy: Content is King (20)
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
What is Digital Marketing: A Comprehensive GuideV-tech Marketing
Digital technologies have transformed marketing. Traditional methods like print and TV ads are giving way to digital strategies, reshaping how brands connect with consumers online. Welcome to the era of digital marketing, where engagement in the digital realm is key. Let's delve into what digital marketing entails in our interconnected world.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
How to Hit the Jackpot with Content Marketing Strategy: Content is King
1. CONTENT MARKETING:
CONTENT IS KING
W/ @SMC SAC @SAC B I Z
R YA NN P E T I T - F R E R E
@R E P E T I T F R E R E
2. The Landscape
87% Today
5 Years Ago
Pew Research Internet Project, Internet Usage Over Time by American Adults, January 2014
79%
American Adult Internet Usage
@REPetitfrere
3. The Landscape
5 Years Ago
Pew Research Internet Project, Social Media Usage Over Time by American Adults, January 2014
47%
American Adult Internet Users on
Social Media
74% Today
@REPetitfrere
5. “The California Lottery is a $5B
organization that communicates
B2B2C2G.”
Useful Information:
@REPetitfrere
6. Presentation Outline
Define Our Audience Big Buckets
What type of business do
you represent?
How much are you
investing in the cost of
digital media production
and media purchases?
How regularly are you
creating original content?
Planning
Content
Distribution
Analytics
@REPetitfrere
7. Buckets
Planning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the Concept
@REPetitfrere
8. Buckets
Planning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the Concept
Build a Documented Content Plan
Based on Business Goals
Digital Media Strategy Program
Social Media and Content Program
Campaign Content
@REPetitfrere
9. “Content marketing is a multi-tool
for business success not just
marketing success.”
Useful Information:
@REPetitfrere
10. Buckets
Planning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the Concept
Build a Documented Content Plan
Based on business goals
Understand Your Audience
To the extent we understand all aspects of
their lives.
Audience drives content.
Consumer Journey
@REPetitfrere
11. Buckets
Planning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Understand Your Audience
Consumer Journey
Discovery
Consideration
Intent
Trial
Repeat Purchase
Loyalty/
Advocacy
@REPetitfrere
12. Buckets
Planning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Understand Your Audience
Consumer Journey – Don’t Underestimate
Discovery
@REPetitfrere
13. Buckets
Planning
- Sell In the Concept
- Goals from Biz Plan
- Understand Audience
- Plan for Success
Content
Distribution
Analytics
Sell In the Concept
Build a Documented Content Plan
Based on business goals
Understand Your Audience
Plan for Success
2014 B2B Content Marketing Trends – North America: Content @REPetitfrere Marketing Institute/ Marketing Profs
14. Buckets
Planning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality
Adding value to the consumer?
Adding to the online conversation on the
topic?
Uniquely informational or entertaining?
Campaigns based on emotion
perform twice as well as campaigns
based purely on information.
So…
“Emotional Ads Work @REPetitfrere Best” Roger Dooley, Neuromarketing
16. Buckets
Planning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality
1961 “Coke Keeps You Thin”
1970’s “It’s the Real Thing”
Today “Happiness Machine”
Today “Small Worlds Machine”
@REPetitfrere
17. Buckets
Planning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality
“The Science of Emotion in Marketing” @REPetitfrere Courtney Seiter, Buffer Blog, March 2014
18. Buckets
Planning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality
Adding value to the consumer?
Adding to the online conversation on the
topic?
Uniquely informational or entertaining?
Campaigns based on emotion
perform twice as well as campaigns
based purely on information.
“Emotional Ads Work @REPetitfrere Best” Roger Dooley, Neuromarketing
19. Happen
Matter
More Than
Money
Buckets
Planning
Content
- Quality
- Development
- Maximize
Distribution
Analytics
Quality
Development
Bigger
Powerball
Dream
Believe
Anticipation
@REPetitfrere
21. “To give your content success a
boost, think headlines, visuals and
click for more.”
Useful Information:
@REPetitfrere
22. Buckets
Planning
Content
- Quality
- Development
- Production
Distribution
Analytics
Quality
Development
The biggest content marketing
challenges businesses have:
1. Lack of Time
2. Producing Enough Content
2014 B2B Content Marketing Trends – North America: Content @REPetitfrere Marketing Institute/ Marketing Profs
23. “Content is that little black dress
that can be dressed up or down for
every occasion.”
Useful Information:
@REPetitfrere
24. Buckets
Planning
Content
- Quality
- Development
- Production
Distribution
Analytics
Quality
Development
Maximize Production
2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs
@REPetitfrere
25. Buckets
Planning
Content
- Quality
- Development
- Production
Distribution
Analytics
Quality
Development
Maximize Production
California @REPetitfrere Lottery Report to the Public - 2013
26. Buckets
Planning
Content
- Quality
- Development
- Production
Distribution
Analytics
Quality
Development
Maximize Production
@REPetitfrere
27. Buckets
Planning
Content
- Quality
- Development
- Production
Distribution
Analytics
Quality
Development
Maximize Production
Lowes Vine
#lowesfixinsix
Champs Instagram
#adicolorTV Series
@REPetitfrere
28. “Cats watch out @LilJon is taking
over the internet.”
Useful Information:
@REPetitfrere
29. Buckets
Planning
Content
Distribution
- Channels
Analytics
Channels
Owned – Site/ Blog, Email, SEO, Social
Paid – Social, Search, Display, Mobile
Outbrain, Taboola
Earned – Influencers, Viral
#Do and #D’oh
@REPetitfrere
30. Buckets
Planning
Content
Distribution
- Channels
Analytics
Channels
Earned – Viral
WIN – Philanthropic Narcissism:
ALS Association Ice Bucket Challenge = #Do
Alchemy of a Viral Video – Thinkmodo
Every video is unique, hasn’t been done
before
Show behind the scenes to build
anticipation
Rely on human psychology – we all want
to see people’s reactions to things
Place content where it’s easily shared
Cannot be predicted.
@REPetitfrere
32. Buckets
Planning
Content
Distribution
Analytics
Analytics
Goals Dictate Metrics
Measure What You Need To
General,
Consumption
Engagement
Interest
Sales
@REPetitfrere
33. Presentation Outline
Big Buckets Key Takeaways
Planning
Content
Distribution
Analytics
Content goals based on
business plan
Develop content that
adds value
Maximize your content
Only measure what you
need to
@REPetitfrere
34. THANK YOU
CONTENT MARKETING:
CONTENT IS KING
W/ @SMC SA C @SA C B I Z
R YA N N P E T I T - F R E R E
@R E P E T I T F R E R E
Editor's Notes
Hi my name is Ryann Petit-Frere and I’m the manager of digital media strategy at the California Lottery.
I want to thank the Sacramento Business Journal and the Sacramento Social Media Club for inviting me to speak
About this truly fascinating and what should be fundamental way that businesses communicate today.
Today’s topic is Content Marketing.
Whether, you represent a large or small business, or
are selling to consumers, other businesses or attempting to influence perceptions
Content marketing is one thing we all need to understand to be successful in today’s digital age
But I’m preaching to the choir because if you didn’t know that or didn’t care, you wouldn’t be here.
You already know that the explosion of digital media, social media, video, streaming content and
the catchall of app usage has significantly changed consumer behavior over the years.
And this change in consumer behavior has fundamentally changed the marketing landscape.
You know that in order to evolve and succeed in it, you need to understand the intricacies of how it works and will continue to evolve.
And here’s how we know…
Internet usage is only growing. Five years ago 79% of American adults were online versus 87%
and that usage is highest in high household incomes and highest with those with either some college education or those holding degrees
At the same time and at a higher rate social media usage is growing, significantly.
Five years ago 47% of adult internet users were on a social site versus 74% today.
It’s not just millennials. There’s significant use across all ages and incomes. With nearly 50% of people 65+ online.
And these figures and the opportunity to reach these audiences will only continue to grow.
I think we can all agree, those who are here first, will serve to benefit most.
Hopefully, I’d like to tell you some things today that you don’t know…
Prior to my role as the manager of digital media at the California lottery, I’ve always maintained some responsibility in digital communications in previous positions.
In addition to being a digital native having grown up playing video games
and spending too much time on the internet doing things like chatting online, using early blogs or “live journals,” the first profile-based communities like MOC, which preceded today’s social networks,
My first job out of college was to put content online, produce newsletters. Back in 2006, web-based communication and tasks were considered less important outreach and communications tools, overshadowed by traditional mediums like television, radio, print and even direct mail.
Thus, they were relegated to lesser staff
Luckily, that allowed me to participate in a professional manner in this space over the past 8 years.
Over the past 8 years I’ve worked in the non-profit sector/ 3rd-house government for a technology trade association,
I’ve worked in the private sector in traditional media, online couponing and
as a social/digital consultant to in biotech, real estate, workforce development, a small business, and even other state agencies and
I currently work in the public sector as a gubernatorial appointee at the Lottery.
Useful Stat: Lottery is a $5b organization that communicates B2B2C2G. Large range of goals,
several audiences and several messages.
Hopefully I will provide examples that are relevant to everyone here today.
The conversation about content marketing is so rich that we could have a four hour discussion about it and its aspects. But I’m sure your’e excited to get to work today. So, to make the best use of our time, I’d like to get a sense of our audience, break the conversation into four buckets and provide time for discussion at the end of the presentation.
Audience - I have three questions to define the audience for this presentation which will allow me to tailor it for better relevance to you
Type of Business
B2B - Service or solution provider
B2C - Selling to consumers, consumer packaged good
B2G - Selling to influence, solicit contributions for
Resources - How much you investing in the cost of digital media production (not including development of a mobile app) and media purchases (banner ads, Facebook advertising)
No-low: $0 - $75k
Mid: $75 - $250k
High: $250k +
Content Volume - How regularly are you creating original content? (newsletters, video, pictures, blogs, email, SMS, whitepapers)
Low: Anticipating or planning to launch content
Mid: Some original content yourself on a MONTHLY basis
High: Regular original content on a WEEKLY
Buckets – Key Points to Each
I attend a number of conferences where I receive valuable information that can really transform my business and the businesses I work with
One of the things I find most frustrating is that there’s always plenty of time spent talking about what we should do
but never enough time of answering the truly hard questions: How do you change culture to get there?
We as professionals in an emerging and ever changing field often have the invisible job title as “change managers” And, it’s no different for content marketing.
So how do we sell in the concept of content marketing into the business in a way it becomes part of our business strategy and is budgeted.
How do we sell in the fundamentals of content marketing like “not every piece of content works” “content marketing is partially a research process” in a way that’s understood by key decision makers
One approach from the geniuses in the content marketing space, Robert Rose, is to sell in the case for innovation. Build a small experimental team. Funded through savings in marketing efficiency. Note Google 20% of staff time to innovation. The other is to intertwine in existing business practices.
Three key questions to gauge tolerance for trying new
Team, efforts, budget,
Plan with deliverables
Use of content and distribution channels must stem from the need to meet a defined business goal.
Ask yourself, “What business goal am I trying to reach?”
Think broadly and beyond marketing, it’s important to acknowledge the pedals of content marketing also include sales, customer service, public affairs and other divisions.
My content strategy is woven into many parts of our business. Interaction with the content/social unit helps educate interdivisionally, locate sources of funding outside of the marketing budget, helps to establish overall value.
As an organization with multiple audiences we use content to communicate retailer bonus rates with infographics, public awareness with LinkedIn content,
There are opportunities to provide deeply valuable online information from our customer service department.
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Remember this when developing your plan:
Content marketing is a multi-tool for your business not just your marketing division.
Remember this: Content marketing is a multi-tool for your business not just your marketing division.
The next thing up is, it’s critical to understand your audience. To the extend that you understand all aspects of their lives.
That sounds creepy. But inorder to resonate with them and provide them what they want, you need to know who they are,
Their attitudes and believes.
Remember, to sell in this fundamental concept. “content strategy is consumer driven marketing.”
Content should be driven by what the consumer wants
and as you produce content, the more you’ll learn about what effectively engages them.
State and local governments are particularly challenged by this.
Fearing loss of control of the message, they produce self-promoting content instead of engaging in the bigger issues and preherial discussions their audience truly wants to have.
We did blank today. It’s like reading a very boring journal.
Once brands understand their audience and accept that content marketing and social marketing are consumer-driven mediums,
they’ll become relevant to consumers operating in this space.
The concept of “understanding your audience” can be teased out fairly intricately
while with limited resources it can be hard to come by behavioral and attitudinal consumer data (Facebook is a helpful resource for this),
one critical tactic is to simply define your audience’s attitude at each step on the path to purchase or act. Or what we call, the Consumer Journey.
Develop content for each step in the online “consumer journey” or “path to act.”
Basic: Discovery -> Consideration -> Intent -> Trial -> Repeat Purchase -> Loyalty/Advocacy
Don’t underestimate content to help consumers discover their desire for your brand, product or service
For example, I’m from the midwest where we love our Packers and love to taligate with beer, brats and cheese.
So, I’m on ESPN,
Slef.com something that looks like deep-fried deliciousness
I click the link and it takes me to a recipe for “Bang Bang Buffalo Cauliflower” on “Carrots ‘n’ Cake
A food blog I would have never known about for a food I would have never discovered I wanted.
It’s okay to start small and scale up. The businesses that are profiting most from content marketing tend to have some common characteristics:
This is a comparison of the most effective to the least effective B2B marketers. Those reporting the best returns on their content marketing efforts
Their characteristics include
* Dedicated person
* Range of content types
* Range of social platforms
* Invest in content marketing
* Have figured out how the secrets of producing “engaging” content
The businesses who do this best have realized that this is a bit of a science. As I mentioned before, content marketing is part research.
A truth we’ve all come to realize and experience first hand is that
We live in a world where we’re bombarded with messages.
It has made us selective about what we respond to and the how long we engage.
As communicators we are challenged with cutting through the noise to grab attention, maintaining engagement, and inspiring action.
We know through conversion data and intrinsically in our own online user experience, what ENGAGES consumers and is QUALITY content.
Quality in what’s being said, not necessarily production value.
We need to ask ourselves is your content adding value to the consumer they couldn’t get elsewhere,
are you adding to a conversation about a topic that matters to them?
Is it uniquely informational or entertaining?
If you’re strictly marketing the technical benefits of your product or service, you’re marketing wrong.
Social scientists have proven that campaigns based on emotion perform twice as well as campaigns based purely on information.
Unfortunately, most businesses still market with their selling-proposition-foot first.
For the consumer, emotion trumps logic and to be successful content marketers,
we need to step away from our precise product or service benefits and release the soul of our brands.
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Stop the technical talk and release the soul of your brand.
Stop the technical talk and release the soul of your brand.
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Now, I know what you’re saying: “But Ryann, there’s nothing interesting about my brand outside of exactly what it is.” Let me show you an example of how one brand has evolved to do this best:
Now, I know what you’re saying: “But Ryann, there’s nothing interesting about my brand outside of exactly what it is.” Let me show you an example of how one brand has evolved to do this best:
Cocoa Cola is one of the earliest and best to have employed this tactic “lifestyle marketing” “marketing sideways”.
Long ago CC abandoned their unique selling proposition and direct product benefits for the emotion that described the soul of their brand “uniting people through happiness.”
Old execution from 1961 “Coke keeps you thin” - http://youtu.be/8zTDbpxT8ZI, 1970s “It’s the real thing” http://youtu.be/ib-Qiyklq-Q,
And since, has touched people content that reinforces their brand story. Here are a couple executions Hug Me Machine - http://youtu.be/-A-7H4aOhq0, Happiness Machine - http://youtu.be/lqT_dPApj9U Small Worlds Machine - http://youtu.be/ts_4vOUDImE, Coke and Diet-Coke remain the top two selling brands of soda in the US, and the #3 most valuable brand in the world according to Forbes
Here’s another example…
A story from the Harvard Business Review curated in a Buffer Blog post earlier this year,
Generac, a generator manufacturer, surveyed their customers by asking them to sketch their experience with the generators.
Men drew drawing generators as superheroes protecting their family, and women drew the fear of being without one like sinking on the Titanic.
Once they understood the emotional connection their audience had to Generac generators they changed their marketing from technical specs
to testimonials of consumers telling their stories of how Generac saved their lives and homes.
Releasing the soul of their brand has helped their business double in the last 2 years to $1.2 billion.
Using peripheral component of your brand story to resonate with your audience is a difficult paradigm shift in marketing strategy for businesses.
But it must be accepted to really do content strategy well.
The content often shared online are not just stories and videos. They’re shared emotional responses.
So how do we get to the soul of our business/product to develop content that humans respond to?
It’s sometimes difficult for us to ideate content.
1. Some of the methods I recommend and we use at the California lottery are “hub and spoke” approach, where, with the consumer in mind, we start with the product and
map ideas the value the brand represents to the consumer, the content ideas are then prioritized and tested. (Example Believe Microsite)
2. Use insight from the social space from the conversations of our followers.
3. Content marketing has been around forever, it’s just evolving. So, you can also refresh content you’ve created in the past.
Think of the content you’ve created in the past and how it would translate to the context of digital and social media.
Another important approach to content development is content curation.
Content curation is the gathering of information and content from around the web and linking to it in one location.
Usually this is done around a specific topic or subject matter and is key, if you want to establish yourself as a subject matter expert on a topic.
The web is a sharing web as long as you provide appropriate attribution.
Tools: Content Discovery Platforms:
Swayy (free to low cost), Curata, Flipboard (scour the webs to learn your preferences to suggest relevant content),
bookmarking tools (digg, Delicious, StumbleUpon, Pinterest, Reddit)
We don’t actually use others content in our efforts due to risk around copyrighted material.
However, sharing is a fundamental part of the web and how content gets distributed. If you do curate content, it’s important to provide the appropriate attributions for where the content came from.
And link back to original content.
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And here’s a final tip on content development
And here’s a final tip on content development: To give your content success a boost, think headlines, visuals and click for more.
Headlines are the front line: social posts, press releases, blog posts, email subject lines
Click for more: provide a path of content for the viewer
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Visual Content - The importance of visual content cannot be underscored. It seems everywhere you turn online the ratio of visual content to text is increasing in visual (video, photo, graphics) favor.
A picture is truly worth 1,000 words as evidenced by the evolution of our social platforms. Facebook edge rank algorithm has optimized for visual, the new Twitter layout more visual, the rise of visual-based communication with SnapChat, Vine, Instagram video and popularity of picture-list-news, Buzzfeed.
A 2014 forecast by Cisco’s Visual Networking Index, says that globally, online video traffic will be 79% of all consumer internet traffic in 2018, up from 66% in 2013
According to comScore, YouTube was the second most used mobile app in the US in 2013, only preceded by Facebook
The perfect “content sandwich” includes good headlines and CTA:
Headlines & CTAs - No matter how ideate content, the competition for the click starts with a good headline some key takeaways are to (keep it short and speak to the reader “what benefit will they get from the click?”). Don’t leave your viewer hanging, you’ve found content engaging enough to that they’ve scrolled below the fold, seize the opportunity to raise the visibility of your other content or continue the path to purchase
Okay, we’ve talked about some tips to create engaging content.
How do we address the top two reported biggest challenges business have in content marketing: “lack of time” and “producing enough content”
How do we scale content production? “Do more with what you have”
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Content is that little black dress that can be dressed up or down for nearly every occasion.
Content is that little black dress that can be dressed up or down for nearly every occasion.
The businesses reporting the greatest ROI on their content marketing investments are employing about 15 tactics.
How? Take this presentation for example.
Listed above are the top 27 tactics marketers use to distribute content.
How many of the 27 tactics listed here can I repurpose this presentation for? I thought of 15.
You want multiple executions per piece of content.
Long - Whitepaper, Reports, long videos - have more production value
Annual Report – can be broken into a lot of content over an extended period of time -> Linkedin
Church Handout -> Last week Sunday, This week
Real Estate Photo Video Show into What’s in your Dream Kitchen
Events are expensive to produce but can generate tremendous value for content
– especially in the form of testimonials for your brand, which are one of the most powerful tools for influencing decisions
Short Form - In this day and age, we all have “bite-sized” attention spans, and are often consuming content “on the go
In January 2014 marked the first time smartphones and apps combined were used to access the internet more than PCs.
Mobile devices accounted for 55% of internet usage in the US.
Apps made up 47%, mobile browsers 8% and PCs were at 45%. – comScore
Popular content online is moving “visual and short” in both entertainment and information categories
Lowes #lowesfixinsix - https://vine.co/Lowes
Champs Instagram AdiColor TV Series - http://instagram.com/p/qiKujMFH-E/?modal=true
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“Cats watch out, Lil Jon is taking over the internet”
“Cats watch out, Lil Jon is taking over the internet”
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Distribution
Now, we have our plan tied to our business goals, we’re developing content that adds value and plenty of it.
We know we need to repurpose our content in multiple forms.
How do you gain reach and visibility for your content?
It’s up to you, remember that businesses seeing the largest return on their content marketing efforts are contributing 35% of their marketing budget
to content marketing. We are well below that. Start small and scale up.
You may
Only put paid dollars behind content that preforms well organically (Facebook native features now alert you to posts doing this so you can boost posts)
You can also get your content on high profile sites like
Earned influencers can help amplify your content
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Owned - Email, site/blog, organic search (SEO)
Use Social to drive amplification - Search and social drive news discovery
Paid - Social, Search, Display, Mobile Display
It’s becoming increasingly difficult to do Facebook effectively and at scale without promoted posts. Fortunately, like PPC based Google Ads, Facebook marketing can be as affordable as your budget is.
Outbrain, Taboola - Amplifies your content to drive a quality audience to you. Links your content to quality publishers Fox, Slate, USA Today. “From Around the Web” - They come to your site engaged in the topic. Cost Per Click - Hard to drive traffic with low content volume. Pay at your rate.
Earned
Influencers - social connections with internal experts, industry insiders and bloggers by quoting or referencing them in related posts and articles - They can provide positive WOM recommendations that have reach and can drive impact/action want someone
who influences your target audience
add authenticity to your brand message
control over the influencer - risk
No one could have ever expected how big a new approach on fundraising could be when fundraisers for the
progressive neurodegenerative diseases Amyotrophic Lateral Sclerosis launched the
ALS Ice Bucket Challenge Since July 29, 2014, The ALS Association has received $115 million in donations!
But you can take steps to avoid negative virality like this
NYPD Twitter Photo Promotion: In April of this year, in an effort to change the perception of police relations with the public,
the New York Police Department launched a campaign that asked the Twitter verse to
“send us a picture with your favorite New York City cop."
what they hoped would result in user generated photos of cops in the community resulted in
using the public to publicize their worst moments.
And, it got worse when the hashtag was usurped by the Occupy movement and spotlight on police brutality spread to #myLAPD and other police departments around the country.
Issue: Completely underestimated what their brand meant to the trolling masses of the Internet.
Last but not least in our 4 big buckets is analytics
Each business is different, thus each has different goals, Goals Dictate Metrics
I wont speak at length about this …
Often digital and social marketing are described as difficult to measure when in actuality the opposite is true. In a world that’s more tractable than any other medium,
The problem is there’s too much to track. Do I track clicks, impressions, uniques, time spend on page, attention minutes, leads generated, newsletter sign ups, donations or contributions, etc.
In general, measure of content performance there are four buckets that the experts recommend but by all means it’s not a one size fits all.
Must track the path back to what matters
Consumption - clicks and impressions
Engagement - time spent on page
Interest - Lead generation, more information
Sales - New purchase, repurchase (ecommerce, difficult retail)
So there you have it. My advice on the four big buckets to content marketing.