Presentation delivered at Social Media West, 2017. This talk covered how best to execute content marketing on digital platforms. Content is relevant to digital marketing, social media, and content marketing teams.

1. The Digital Dilemma
of Content Marketing
@LizCouto

3. Present:
Past:

4. So what makes online
content so different?

5. (traditional marketing)

6. (digital marketing)

11. Stop telling stories.
Start creating journeys.

12. • Better focus on strategy
• Format content for optimal experiences
• Upgrading your tools
Ways to succeed

14. 5 W’s
• Who is this for?
• Why should they care?
• Where is the best place for the message?
• When is the best time to reach them?
• What do you want them to do with this info?
• How should they act on it?
Better focus on strategy

15. Strategy Considerations:
Who’s on your team?
Social Care
SEO Specialist
Copy Writer
Content Producer
Paid Media Specialist
Community
Outreach

16. Get ready to do things differently
with digital

17. #1

18. #2

20. #3

21. On Facebook, effective UGC can
generate 6.9x higher engagement
than brand generated content
Source: Mavrck, 2/17

23. #4

24. @ShopifyDevs

25. #5

26. Over 20% of mobile queries are made
with voice.
By 2020, 30% of web browsing sessions
will be done without a screen.
Source: Google, 5/17

27. • Tweetdeck or Hootsuite
• Grammarly
• Trello
Upgrade your tools

28. trello.com/inspiration/

29. All info in one place

30. Organized Content Pillars

31. Calendar View

32. In conclusion:
• Know your 5Ws & Team Structure
• Craft content around user experience
• Upgrade your tools
• & once again …

33. Stop telling stories.
Start creating journeys.

34. Thank you
& good luck!