This document provides a summary of a guide to content marketing. It discusses key aspects of creating great content such as knowing your audience, finding out what content works best, and making content spreadable. It also covers changing company mindsets from PR-led to more of a publishing model and defining engagement metrics to measure success. The document is based on insights from various marketing professionals.
Your brand isn’t just what you say it is. It’s also about what your employees, customers, prospects, competitors, and world at large say it is.
As we like to say, a brand is the sum of all conversations, and in the fast-moving and dynamic world of social media, you want to have a handle on how your brand is being perceived out there.
Knowledge360 helps you get better grip on your online brand. In other words we provide you “Social Branding” solutions.
I gave this presentation at the International Programs Office of the City of Austin on Feb 24, 2012. It combines several previous presentations and Thank you to the CIty of Austin for t
Marketing and Social Business: Make sure my business can be found online and ...Elizabeth Quintanilla, MBA
Marketing and Social Business: Make sure my business can be found online and on Social Media!
Slides from July 13th presentation at EGBI in Austin, TX on Marketing, Social Media for ensuring that all the attendees small businesses can be found using their target keywords. Discusses SEO, blogging, email marketing, Social Media, and Elizabeth Quintanilla - Marketing Gunslinger special sauce! After all, Social works best when you use the classic definition of marketing: that it’s about relationships with customers and the actual conversations.
Note: Image Source for Slide 2: http://www.brickmarketing.com/blog/earned-media.htm
Tagged with:
Social Business, Marketing, Social media, Austin Texas, SEO, Email Marketing, Blog
Social Media 101 - A Social Media PrimerThink Shift
Who is this for? If you’re an advanced marketer or social media guru, then you’ll have to wait for our next issue. Nothing here will help you (we think). But if this is not you?... read on.
This is for companies, brands, & professionals who:
-Are thinking about and perhaps even dabbling in the social media world
-Are wondering why you should care
-Have really cold feet
-Are skeptical or think all this is going to go away
-Know you need to get “in”, but aren’t sure how
Success online comes down to two steps: ensuring your website is easy to find, and ensuring you're worth finding. Sounds simple enough, but many businesses struggle with one or both of these. In this cat-filled presentation, digital media coordinator Danielle Kayahara breaks down what's involved in each step. Read her blog on the topic here: http://bit.ly/1Ut8lH4
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
Rings of influence and interest slinging buzz nuggetsMythology LLC
In today’s crowded media and content-saturated world, it’s not enough to simply update your blog or website. Whether consumer-oriented or B2B, you have to give your content legs to connect with social media and mobile networks of influence. In other words, how to sling those #buzznuggets!
Your brand isn’t just what you say it is. It’s also about what your employees, customers, prospects, competitors, and world at large say it is.
As we like to say, a brand is the sum of all conversations, and in the fast-moving and dynamic world of social media, you want to have a handle on how your brand is being perceived out there.
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I gave this presentation at the International Programs Office of the City of Austin on Feb 24, 2012. It combines several previous presentations and Thank you to the CIty of Austin for t
Marketing and Social Business: Make sure my business can be found online and ...Elizabeth Quintanilla, MBA
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Note: Image Source for Slide 2: http://www.brickmarketing.com/blog/earned-media.htm
Tagged with:
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Social Media 101 - A Social Media PrimerThink Shift
Who is this for? If you’re an advanced marketer or social media guru, then you’ll have to wait for our next issue. Nothing here will help you (we think). But if this is not you?... read on.
This is for companies, brands, & professionals who:
-Are thinking about and perhaps even dabbling in the social media world
-Are wondering why you should care
-Have really cold feet
-Are skeptical or think all this is going to go away
-Know you need to get “in”, but aren’t sure how
Success online comes down to two steps: ensuring your website is easy to find, and ensuring you're worth finding. Sounds simple enough, but many businesses struggle with one or both of these. In this cat-filled presentation, digital media coordinator Danielle Kayahara breaks down what's involved in each step. Read her blog on the topic here: http://bit.ly/1Ut8lH4
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitiv...W2O Group
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
Rings of influence and interest slinging buzz nuggetsMythology LLC
In today’s crowded media and content-saturated world, it’s not enough to simply update your blog or website. Whether consumer-oriented or B2B, you have to give your content legs to connect with social media and mobile networks of influence. In other words, how to sling those #buzznuggets!
Why should our company launch our global thought leadership program at SXSW? 500 + solo presentations and panels give non-famous, passionate people a chance to engage people and increase their own personal profile as well as the profile of our global network.
You won’t find another conference with the quality of innovative, creative big thinkers. 16,000 attendees last year. The best networking event for insanely curious, entrepreneurial thinkers. Plus great barbecue and Tex-Mex. What more do you need?
One of the things we'll remember 2012 for will be the raft of social media buzzwords and phrases that came our way. Influencer marketing, neutral point of view, content curation, content marketing, brand journalism... these are just five of the many. Should we give much credence to such words? Do we even know what they mean? And what influence should they have on PR and how we do things?
A quick review of these and other topics will set the scene for a forward look into 2013 to shine a spotlight on what PRs should be paying attention to in the coming year - and how that attention can pay dividends in the leadership role PR ought to assume in the broad business landscape.
Learn how to improve some Social Media Marketing techniques.
This 3 hour workshop provided some key ideas for social media marketers in creating content and strategies for effective engagement.
The increasing importance of Digital Psychology as a strategic toolkitSimon Nash
A presentation outlining how rapid advances in digital technology are outpacing traditional user experience thinking and how psychology techniques can help bridge the gap.
Walking the Content Marketing Walk - a practical guide to Content Marketing for marketing and communications professionals (originally published December 2012)
Gain relevant insights from Fallon attendees of the Mashable Media Summit 2010 about Creating and Choreographing Engaging Content in the Modern Age, enjoy a lunch of mashed potatoes and food for thought.
Presenters: Chris Campbell, Erin Simle, Marty Wetherall, and Julianna Simon with Aki Spicer as Moderator.
*Brainfood is Fallon agency food for thought that stimulates lively discussion and provides valuable insights and applications for you and your clients.
Previous Brainfoods: http://www.slideshare.net/group/we-are-fallon
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Content is being increasingly considered as marketing currency. It is used to engage and nurture suspects, prospects and customer relationships. Content written using professional writing services needs to be in-line with the messaging strategy and like any other project, needs to be planned well. Creating and regularly tracking a content dashboard is a good way to begin
With 85% of adults using multiple devices at the same time, you are less likely to catch their attention if you are only sharing your content on a single channel. The most effective solution is not to create more content, but to work out how you can repurpose your existing content to maximize its reach.
https://video.whitehat-seo.co.uk/london-hug-presentation-human
Tamara, Head of Content and design at Whitehat is exploring the crossroads of human creativity and AI in modern content creation.
Watch the webinar here:https://youtu.be/GEzILwI6VdU
Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content
Content Sharing Success Recipes from 6 of the most socially-sharedi-SCOOP
How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.
Why should our company launch our global thought leadership program at SXSW? 500 + solo presentations and panels give non-famous, passionate people a chance to engage people and increase their own personal profile as well as the profile of our global network.
You won’t find another conference with the quality of innovative, creative big thinkers. 16,000 attendees last year. The best networking event for insanely curious, entrepreneurial thinkers. Plus great barbecue and Tex-Mex. What more do you need?
One of the things we'll remember 2012 for will be the raft of social media buzzwords and phrases that came our way. Influencer marketing, neutral point of view, content curation, content marketing, brand journalism... these are just five of the many. Should we give much credence to such words? Do we even know what they mean? And what influence should they have on PR and how we do things?
A quick review of these and other topics will set the scene for a forward look into 2013 to shine a spotlight on what PRs should be paying attention to in the coming year - and how that attention can pay dividends in the leadership role PR ought to assume in the broad business landscape.
Learn how to improve some Social Media Marketing techniques.
This 3 hour workshop provided some key ideas for social media marketers in creating content and strategies for effective engagement.
The increasing importance of Digital Psychology as a strategic toolkitSimon Nash
A presentation outlining how rapid advances in digital technology are outpacing traditional user experience thinking and how psychology techniques can help bridge the gap.
Walking the Content Marketing Walk - a practical guide to Content Marketing for marketing and communications professionals (originally published December 2012)
Gain relevant insights from Fallon attendees of the Mashable Media Summit 2010 about Creating and Choreographing Engaging Content in the Modern Age, enjoy a lunch of mashed potatoes and food for thought.
Presenters: Chris Campbell, Erin Simle, Marty Wetherall, and Julianna Simon with Aki Spicer as Moderator.
*Brainfood is Fallon agency food for thought that stimulates lively discussion and provides valuable insights and applications for you and your clients.
Previous Brainfoods: http://www.slideshare.net/group/we-are-fallon
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
Content is being increasingly considered as marketing currency. It is used to engage and nurture suspects, prospects and customer relationships. Content written using professional writing services needs to be in-line with the messaging strategy and like any other project, needs to be planned well. Creating and regularly tracking a content dashboard is a good way to begin
With 85% of adults using multiple devices at the same time, you are less likely to catch their attention if you are only sharing your content on a single channel. The most effective solution is not to create more content, but to work out how you can repurpose your existing content to maximize its reach.
https://video.whitehat-seo.co.uk/london-hug-presentation-human
Tamara, Head of Content and design at Whitehat is exploring the crossroads of human creativity and AI in modern content creation.
Watch the webinar here:https://youtu.be/GEzILwI6VdU
Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content
Content Sharing Success Recipes from 6 of the most socially-sharedi-SCOOP
How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.
Workshop on Innovation in Libraries organized by the Nigerian Library Association, Delta State Chapter, on July 11, 2017 at Federal University of Petroleum Resources Effurun, Delta State, Nigeria
Cómo Causar Una Buena Impresión Utilizando El Marketing de ContenidosClikéalo WSI
El marketing de contenido ha dado a las pequeñas empresas la oportunidad de editar y publicar sus propias noticas y contenidos. Se ha nivelado el terreno de juego entre las empresas pequeñas y las grandes debido a que ahora es asequible para todos publicar y curar contenido. Sin embargo, el desafío que enfrentan muchas empresas, por lo general, es encontrar tiempo y desarrollar la mentalidad necesaria para crear un flujo constante de información nueva y relevante.
En el pasado, hacíamos conjeturas sobre el tipo de contenido necesario para las empresas pero esta estrategia está basada en un enfoque de ensayo y error, conduciendo a la creación de contenido que sólo es leído por unas pocas personas.
Para alcanzar el éxito es necesario agregar valor. ¿Cómo? Elaborando contenido que ayude a su cliente ideal a solucionar sus problemas y desafíos típicos. Como resultado, su empresa se convertirá en un referente, demostrando autoridad sobre el asunto en cuestión.
Si desea posicionarse como un experto y aumentar su esfera de influencia a través de un plan de marketing de contenidos eficaz para su negocio, póngase en contacto hoy mismo con nosotros. Si lo prefiere puede llamarnos al +52 (55) 5668 0442 o escribirnos a info@clikealowsi.com
ThinkContent London 2017: Michael Mischker and Jack Dyson, SAP HybrisHeather Eng
Michael Mischker, Global Vice President, Digital Marketing, and Jack Dyson, Global Head of Content Strategy, SAP Hybris, on 10 actionable ways to gain the most value from your content.
Content marketing is the hottest news in the world of marketing today. This month alone Google launched their +1 tool for recommending great content and also announced that they will start tracking and will rank individual content creators (not just the web sites). So how does this apply to you and the adventure travel industry? A strategic online content marketing strategy can effectively bring travel experiences to life (using words, as well as video, images and more) and also establish you and your brand as an expert or thought leader in a specific travel niche. Further, unlike traditional marketing tactics, it’s an outlet over which you have complete control.
This webinar, the first in a series on content marketing strategy, will introduce you to the basics of Content Marketing for the Adventure Travel Industry by illustrating how your blog can be the center of your content marketing strategy. Suppliers (properties and operators) and U.S. tour operators can partner to generate outstanding content and the webinar will conclude by offering three tips you can use immediately to start generating outstanding online marketing content.
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Walking the content_marketing_walk_by_reading_room
1. Walking the content
marketing walk
A practical guide to content marketing, written and
curated by Reading Room.
This ebook is optimised for reading on screen. Save a tree and don’t print it out.
2. We’re not like the others…
There are hundreds of blogs and ebooks justifying why you should be doing content
marketing. This isn’t one of them. Here at Reading Room we’ve been helping our clients
grapple with the much tougher question of how to deliver a successful content marketing
programme.
So what sort of content works for which audience and how do you go about producing
it? What are the proven methods to drive engagement and is there such a thing as ‘viral’
content?
To get to grips with these questions (and more besides) we put some successful content
marketing professionals in a room and shared our mutual experiences and insight.
This is the result.
Reading Room - ‘Walking the content marketing walk’ 1
3. Creating great content Make like a publisher So, how’d it go?
Creating great content
Know thy audience
Really basic, but before you can decide what to say you have to really get to know your
audience – not just top-level stuff but right down to what they had for breakfast this
morning (we’re exaggerating, but you get the idea). You’ve also got to know your medium
and adapt your content accordingly.
Content doesn’t go viral because it’s
awesome, there’s a lot of work to get it in the
right places and you need to understand the It’s worth thinking of your content in layers
conversation hooks and the community it’s – a photo might hook the general public into
going to. the story, but then you can give them more
detail – the statistics, the wider background
so they’re more informed.
Chris Quigley, Rubber Republic
Steph Gray, Helpful Technology
We decided to start using social media
because people were searching for us there
and they couldn’t find us.
Maria Marquez, London Business School
Reading Room - ‘Walking the content marketing walk’ 2
4. Creating great content Make like a publisher So, how’d it go?
http://www.eloqua.com
http://jess3.com
The Content Grid produced by
Jess 3 and Eloqua illustrates a
really simple approach to thinking
about content in terms of your
audience and how different
content types contribute to your
objectives and KPIs.
3
Walking the content marketing walk
5. Creating great content Make like a publisher So, how’d it go?
Find out what works
The holy grail of content marketing
A fairly obvious one in theory but harder to do in practice, there are still things you can do
to maximise your chances without resorting to sheer blind trial and error.
To get your content to go viral you have
to create a piece of content that has
conversation hooks that fit in to particular
communities. We score our content against
different criteria, then we identify the types of You’ve got to suit your content to the medium
communities it could be attractive to – so in you’re using, so for example statistics work
this case music, dance, creativity, cars, and really well on channels like Twitter. We also
just general viral communities. That’s how we found regional variation around the world,
decide what will work. so we had to adapt the channels we were
using to be able to speak to the people we
wanted.
Chris Quigley, Rubber Republic
Chris Woods, hanover
Reading Room - ‘Walking the content marketing walk’ 4
6. Creating great content Make like a publisher So, how’d it go?
Viral Ad Network seed content to over 5000 sites so when it comes to viral
they know what they are talking about. Their Viral Rank scorecard is a great http://www.viraladnetwork.net
way to evaluate the viral potential of a creative idea.
Reading Room - ‘Walking the content marketing walk’ 5
7. Creating great content Make like a publisher So, how’d it go?
Make it spreadable
The holy grail of content marketing
Getting your content to be shared is the holy grail of content marketing, so making your
content easily shareable is a prerequisite to success.
Spreadable media moves between commercial and non-commercial economies. For
the producer, the content may be a commodity or a promotion; for the consumer, it
is a resource or a gift…When they pass that content along to their friends, they do
so because they value their friends far more than because they want to promote the
economic interests of producers… Media producers need to understand the set of
values and transactions which shape how their media flows in order to understand
when and how it is appropriate to monetize the activities of their consumers.
Henry Jenkins “Spreadable Media”
The bottom line is, to make content work you have
to start thinking like a publisher.
Reading Room - ‘Walking the content marketing walk’ 6
8. Creating great content Make like a publisher So, how’d it go?
Make it spreadable
Re-purposing content is a good place to start: just because you’ve got a behemoth of a
report doesn’t mean you’re stuck just tweeting a link to download the whole thing. You
can slice and dice it in all sorts of ways.
Blogger outreach
Blog post/ series of posts
Audioboo file
Research report
Slideshare presentation
of highlights
Infographic
Video of report’s authors
discussing issues
Reading Room - ‘Walking the content marketing walk’ 7
9. Creating great content Make like a publisher So, how’d it go?
Make it spreadable
The holy grail of content marketing
We took the thought leadership pieces,
repurposed them, and seeded them all over
the place – we made them into presentations
on Slideshare, got our CEO to talk about
them and then videoed him, and linked the
Government consultations produce big pdf
videos and presentations to the actual report,
files which aren’t shareable, but if you turn it
so users could access the information easily.
into different versions for different audiences
The effect was we went from no one reading
you reach many more people: so we turned
these reports to tens of thousands of web
one into a ten-page plain English version,
referrals.
a Slideshare presentation and a 3 minute
podcast version.
Chris Woods, hanover
Steph Gray, Helpful Technology
You can take anything you have and
transform it to make it shareable, but it has to
be in the right format.
Maria Marquez, London Business School
Reading Room - ‘Walking the content marketing walk’ 8
10. Creating great content Make like a publisher So, how’d it go?
Make like a publisher
From PR to publishing
Creating successful content requires quite a change of mindset within your organisation.
Traditionally marketing has been very PR-led, with the usual paraphernalia of press
releases and journalists. Content marketing dispenses with that, because if your content is
good it’s not really necessary. You’re producing content that’s worth reading, bypassing the
journalists altogether.
This sort of change is difficult to effect instantly. So start off small and advocate gently.
Set up a working group of like-minded colleagues, and foster your company’s digital
awareness through a few events, or a show-and-tell session at the annual conference. Win
people to your cause gradually, and eventually it will gain momentum of its own.
Reading Room - ‘Walking the content marketing walk’ 9
11. Creating great content Make like a publisher So, how’d it go?
Make like a publisher
From PR to publishing
A lot of companies feel they’ve got their heads round PR, but digital comes last in their
considerations – maybe just thinking ‘we’ll put a press release up on our website’. But
this PR-led content strategy has to change to a more content-led approach, which
demands a massive re-think and that can be quite painful.
Charles Bodsworth, Institute of Leadership and Management
Internal buy-in can be a struggle – but manage to
push one thing through and you can hold it up as
an example of best practice. Then whenever the
naysayers try to torpedo your initiative you can
wheel it out in defence.
Reading Room - ‘Walking the content marketing walk’ 10
12. Creating great content Make like a publisher So, how’d it go?
Don’t make life harder for yourself
A framework to operate in
The chances are somebody in your organisation is already using social media to publish
content, or is in a better position to talk to your customers and prospects than you are.
So give them a framework to operate in and let go of the idea of doing all the social media
centrally. But make sure everyone understands which channel is suitable for which kind of
content, and give them objectives specific to each channel. That will help keep the whole
content marketing effort focused.
Reading Room - ‘Walking the content marketing walk’ 11
13. Creating great content Make like a publisher So, how’d it go?
Don’t make life harder for yourself
A framework to operate in
A lot of our faculty members and staff were active on social media already, and
producing research; but it wasn’t living in the marketing department, it was sitting with
the faculty, it was sitting with the students – we have a very active student body who
organise events which attract high profile speakers, but as the marketing department we
weren’t making the most of that. So we needed to leverage what we already had, partly
because it made sense to use it and partly because we don’t have a huge budget.
When we were creating the framework we made sure it wasn’t just marketing – we got
people from across the School to join us, for example the alumni relations team deal
with social media for the alumni because they have the best relationship with them. To
stop it getting fragmented we all meet up every 6 weeks or so to discuss what we’re
doing.
Maria Marquez, London Business School
If you’ve got a large, diverse audience, consider
segmenting your channels and the content you
provide through them. That way you’ll only be giving
people content that’s relevant to them.
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14. Creating great content Make like a publisher So, how’d it go?
Look, no hands!
You don’t have to micromanage your content-makers
Lots of organisations worry about guidelines for content because they have a (perfectly
legitimate) fear of getting into trouble. But you don’t have to micromanage your content-
makers; in fact, the content you’ll produce will be much more genuine (and valuable) if you
don’t, and if you do you’ll put people off using blogs and other content channels to talk to
your audience.
But equally that doesn’t mean you can take your hands off the steering wheel without
risking a re-enactment of the final moments of The Italian Job. Your content-makers need
guidance, but very gentle – we’re not in Stalinist-era broadcasting, after all.
Lewis Silkin advertises itself as a ‘rather
We launched a social media framework,
more human law firm’, so if we’re going to
which we kicked off with an internal
be on social media we should be expressing
campaign. We published guidelines for social
our personality because it’s our brand,
media and created a space on the staff
particularly because our work is all about
intranet to help us get buy-in from everyone.
relationship-building.
Maria Marquez, London Business School
Mark Grant, Lewis Silkin
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15. Creating great content Make like a publisher So, how’d it go?
So, how’d it go?
Defining engagement
Decide beforehand what you’re going to count and what you aren’t. Should you include
Facebook likes, or do they require so little effort on the part of the user that they’re not a
good enough barometer of success? Or should you accord a ‘like’ 1 point, but a comment
5 points?
Best selling author, Brian Solis, says that businesses are working with an incomplete
definition of engagement:
Engagement is defined by how a brand and consumer connect and interact within their networks
of relevance. Simple. But, it’s also incomplete. It’s not just about the moment or competing for
attention, it’s about the aftereffect. Engagement is measured by takeaway value, sentiment or
feelings, and resulting actions following the exchange… engagement is not defined through likes,
comments, shares, RTs or impressions. This activity is simply a result of engagement.
Brian Solis, “Engagement aint nothin but a number”
Solis argues that “marketers and developers are focusing on stimulating movement, which
by default becomes a game of competing for attention, moment by moment.” Instead,
marketers should be looking at the longer term effects.
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16. Creating great content Make like a publisher So, how’d it go?
So, how’d it go?
Defining engagement
We use earned media and bought media
– earned media is basically online PR, it’s Powerful images work incredibly well on
approaching bloggers. It has value because social media – this photo was seeded
it’s genuine engagement but the risk is it on the usual Department for International
might not fly, so to militate against that risk Development channels but also Reuters and
we use paid media – a syndicated viral ad the Guardian, so as well as half a million
network. That kick-starts it and then you get views on Flickr they think it’s probably been
the natural shares. seen by about 200 million people around the
world. Statistics alone don’t mobilise people,
Chris Quigley, Rubber Republic but images like this make people sit up and
take notice.
Steph Gray, Helpful Technology
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17. Creating great content Make like a publisher So, how’d it go?
It was THIS BIG
Defining engagement
Measurement of something as nebulous as the effect of content marketing can be difficult,
but it’s not impossible – even if you have to rely on an approximate ROI. And even if you
can’t measure it in sales terms doesn’t mean it’s not extremely valuable.
Does Dubstep sell cars? I have no idea.
Viral pieces are generally about the brand
We measured the effect of our content element, and engagement with it; they help
marketing by simply getting salespeople change perceptions of a brand but I don’t
to ask their customers how they’d heard think people are going to click through and
about us, and it transpired that we’d taken ‘buy now’. But our work is never a single
a six-figure revenue – just by re-working the campaign on its own – it’s always part of
content we already had. So that showed the something bigger.
business that this was a good strategy.
The video is an asset Peugeot can use…The
value of it is not just on sales. There’s always
a lot of long-tail effect, and from a strategic
Chris Woods, hanover
point of view that has a huge amount of value
– but too often brands don’t capitalise on
that, they abandon a great creative idea.
Chris Quigley, Rubber Republic
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18. Creating great content Make like a publisher So, how’d it go?
It was THIS BIG
Defining engagement
By weighing conversations, interactions, and views, businesses are fed raw numbers
that demonstrate KPIs but they do not offer the insights necessary to glean ROI or
deep understanding of what people do and do not want, need, or value…
Redefined engagement opens the door to new strategies and resulting metrics that lend to
meaningful experiences and results. By designing more meaningful initiatives, businesses
can now focus on causing effect, changing behavior, or reinforcing value where previous
engagement metrics can now document the progress of progress. The ultimate measure
however is now something more substantial, such as:
Shift in sentiment
Satisfaction
Acquisition
Conversion
Brand integrity
Referrals
Leads
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19. Creating great content Make like a publisher So, how’d it go?
Thanks and good night
Especial thanks to our contributors
We hope you’ve found this eBook as interesting and fun to read as it was to write.
Thanks to our guests at the event who provided lots of food for thought that we didn’t
have space to fit in here:
JoJo Brook Smith – Capio Nightingale Chris Woods - hanover
Leah Mynett – Friends of the Elderly Steph Gray - Helpful Technology
Gayle Suri – London Business School Charles Bodsworth - ILM
Amber Gilmore – Department of Health Mark Grant - Lewis Silkin
Caroline Fox – Department of Health Maria Marquez - London Business School
Louise Howells – Teenage Cancer Trust Chris Quigley - Rubber Republic
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20. Here’s a little bit about us
Providing consultancy, creative and technical production
We’re Reading Room, an international digital communications consultancy with offices in
London, Manchester, Brisbane, Canberra, Sydney, Melbourne, and Singapore. We offer a
wide range of services that we describe as digital engagement strategy and experience
design. That means we take a holistic view of digital - increasingly blending websites,
social media, mobile and other digital communication methods to enable clients to engage
more effectively with their audiences.
Our global client roster boasts dozens of not for profit and public sector organisations
but we also work with some major international brands like Skoda, Pernod Ricard, Philips
Healthcare, G4S, Allianz Global Assistance, London Business School and Barclays Bank.
We’re also an approved digital supplier to the UK Government Procurement Service and
Design Week rated us the UK’s top digital agency. Forrester rated us highly for transaction
led design and we’re a Top 10 Global Agency in the Interactive Media Awards.
We’d love to hear from you
tel: +44 20 7173 2800
e: info@readingroom.com
w: www.readingroom.com
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21. Our international offices:
Melbourne Office Canberra Office Brisbane Office
York Butter Factory Level 1, 45 Torrens St Unit 6, 31 James Street
62-66 King Street Braddon Fortitude Valley
Melbourne VIC 3000 Canberra ACT 2612 Brisbane QLD 4006
Australia Australia Australia
tel: +61 3 9010 5481
tel: +61 2 6229 9400 tel: +61 7 3253 5700
e: info@readingroom.com.au
e: info@readingroom.com.au e: info@readingroom.com.au
w: www.readingroom.com.au
w: www.readingroom.com.au w: www.readingroom.com.au
Manchester Office
Sydney Office Singapore Office
Phoenix House
Level 2, 54 Oxford Street 21 Tanjong Pagar Road, #04-01
61-65 Spear Street
Darlinghurst Singapore 088444
Manchester
Sydney NSW 2010 Republic of Singapore
M1 1DF
Australia
tel: +65 6603 6020
UK
tel: +61 2 8394 6888 e: info@readingroomsingapore.com.sg
tel: +44 161 274 0720
e: info@readingroom.com.au w: www.readingroomsingapore.com.sg
e: info.manchester@readingroom.com
w: www.readingroom.com.au
w: www.readingroommanchester.com
Reading Room - ‘Walking the content marketing walk’ 20