Here's an intro to content marketing, presented by Kelley Lynn Kassa of Carlton PR and Marketing, and hosted by Spark Cowork Space in Acton, Mass. This updated version includes resources discussed during the July 16, 2015 session, as well as a list of WordPress plug-ins I like to use.

1. Kelley Lynn Kassa
Marketing Consultant
Content Marketing Strategist,
Carlton PR & Marketing
@KelleyLynnK @CarltonPRM
What can Content Marketing do for
You?

2. Agenda
 Who are we?
 What is content marketing?
 Why should I use content marketing?
 How can I use content marketing?
 Where do I start?
 Questions?
 Thanks!

3. Who are we?
Kelley Lynn Kassa
 20+ years in B2B marketing
 7 years focused on content
marketing & inbound marketing
 Foodie, traveler, connector
/in/kelleykassa @KelleyLynnK
/klkassa foodiejourneyconcierge

4. What is content marketing?
Content marketing is a
strategic marketing approach
focused on creating and
distributing valuable, relevant,
and consistent content to
attract and retain a clearly-
defined audience—and,
ultimately, to drive profitable
customer action.
Content Marketing Institute
Graphic Credit: RivalIQ

5. Why should I use content marketing?
 It’s effective:
 43% of B2C marketers consider themselves more
effective (Content Marketing Institute)
 36% of B2B marketers consider themselves more
effective (Content Marketing Institute)
 Marketers who have prioritized blogging are 13 times
more likely to have a positive ROI (HubSpot)
 It drives results:
 B2B marketers cite web traffic (36%) and sales lead
quality (54%) as top metrics (HubSpot)
 6xs more likely to achieve competitive advantage in
increasing profitability (Forbes)
 Kraft estimates it generates the equivalent of 1.1 billion
ad impressions/year through content marketing (AdAge)

6. How can I use content marketing?
What are your goals?

7. Sales Funnel
Graphic Credit: Evolve Creativity Group

8. Types of Content
Graphic Credit: Nmedia.biz

9. Know your customer

10. Map Content to Sales Funnel
Sales Funnel Content
Graphic Credit: Evolve Creativity Group Graphic Credit: SoloCube.com

11. Where do I start?
• Who am I
selling to?
• Where are
they?
• What do
they like?
• How do
they
behave?

12. Related topics
 Social media strategy & marketing
 Search engine optimization
 Marketing automation
 Email marketing

13. Thanks!
SPARK Cowork Space Kelley Lynn Kassa
 klkassa@carltonprmark
eting.com
 @KelleyLynnK
/in/kelleykassa
 SPARKing innovation,
creativity & connection!
 @SparkCowork
/sparkcoworkspace
Presentation & Resources: http://bit.ly/1SpQCy9

14. Resources
 Instragram expert – Sue B. Zimmerman
 Product launches, networking – Mass Innovation
Nights
 Freelance writer, speaker, communications
professional – Jeff Cutler
 Networking events - BostonTweetup

15. WordPress Plug-ins
Plug-in Description
Aksimet Used by millions, Akismet is quite possibly the best way in the world to protect your blog from comment and
trackback spam. It keeps your site protected from spam even while you sleep. To get started: 1) Click the
"Activate" link to the left of this description, 2) Sign up for an Akismet API key, and 3) Go to your Akismet
configuration page, and save your API key
Bad Behavior Deny automated spambots access to your PHP-based Web site.
Bitly Official WordPress Plug-in A plugin that replaces shared links with Bitly short urls and gives you the option of placing
a widget on your site that shows your popular or most recent bitmarks, or the top results
from a search of all currently popular bitly links. Please visit the plug-in settings page to
authorize your Bitly account. For the widget, please find 'Bitly Bitmarks' under the
Available Widgets area.
Broken Link Checker Checks your blog for broken links and missing images and notifies you on the dashboard if any are found.
Dropdown Menu Widget A multi widget to generate drop-down menus from your pages, categories & navigation menus. You can find
more widgets, plugins and themes at shailan.com
Duplicate Post Clone posts and pages
Exclude Pages from Navigation Provides a checkbox on the editing page which you can check to exclude pages from the primary navigation.
IMPORTANT NOTE: This will remove the pages from any "consumer" side page listings, which may not be
limited to your page navigation listings.
Google Analytics Enables Google Analytics on all pages
Google Analytics Dashboard Google Analytics graph integration.
Google Analytics for
WordPress
This plugin makes it simple to add Google Analytics to your WordPress blog, adding lots of features, eg.
custom variables and automatic clickout and download tracking.
Google Analytics Suite Easily gather actionable and decision-enabling data: with the check of a box.

16. WordPress Plug-ins
Google XLM Sitemaps This plugin will generate a special XML sitemap which will
help search engines like Google, Yahoo, Bing and Ask.com
to better index your blog.
Limit Login Attempts Limit rate of login attempts, including by way of cookies, for each IP.
Maintenance Mode Adds a splash page to your blog that lets visitors know your blog is down for
maintenance. Logged in administrators get full access to the blog including
the front-end. Navigate toSettings → Maintenance Mode to get started.
Multi-level Navigation
Plugin
A WordPress plugin which adds a multi-level CSS based
dropdown/flyout/slider menu to your WordPress blog. Visit the WP Multi-
level Navigation Plugin page for more information about the plugin, or our
navigation support boardfor help with adding the menu to your theme.
Promotion Slider This plugin creates a special post type called 'Promotions' that it uses to
populate the carousel. Just use the shortcode [promoslider] to display the
slider on your site. Be sure to check the user guide for more information on
what this plugin can really do!
SI CAPTCHA Anti-
Spam
Adds CAPTCHA anti-spam methods to WordPress forms for comments,
registration, lost password, login, or all. This prevents spam from automated
bots. WP, WPMU, and BuddyPress compatible
Socialize Adds actionable social sharing buttons to your site
WordPress Backup to
Dropbox
Keep your valuable WordPress website, its media and database
backed up in Dropbox!

17. WordPress Plug-ins
WordPress Database
Backup
On-demand backup of your WordPress database. Navigate to Tools
→ Backup to get started
WordPress Mobile
Pack
WordPress Mobile Pack 2.0+ has been completely rebuilt from the ground
up and repurposed to empower bloggers, publishers and other content
creators to go beyond responsiveness and 'appify' the content of their
blog.
WordPress Popular
Posts
Showcases your most popular posts to your visitors on your blog's sidebar.
Use Wordpress Popular Posts as a widget or place it anywhere on your
theme using
WP User Avatar Use any image from your WordPress Media Library as a custom user
avatar. Add your own Default Avatar.
Yoast SEO The first true all-in-one SEO solution for WordPress, including on-page
content analysis, XML sitemaps and much more.
YouTube YouTube embed plugin with basic features and convenient defaults.
Upgrade now to add tracking, instant video SEO tags, and much more!