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Contentlg

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Contentlg
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
Content Marketing Strategies That Work with Shane Snow
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Content Marketing Strategies That Work with Shane Snow

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Shane is a New York City-based technology journalist and web entrepreneur. He's the Co-founder and Chief Creative Officer of Contently. Shane got his master's degree in journalism from Columbia University and writes for some cool places like Fast Company, WIRED, and Advertising Age. He recently published his first book Smartcuts: How Hackers, Innovators, and Icons Accelerate Success.

Shane shares his content marketing strategies with us in this Stukent Expert Session.

Published in: Marketing

Content Marketing Strategies That Work with Shane Snow

  1. 1. Contentlg TELL GREAT STORIES Owhy content marketing OAbout Contently OThe COIICQIIt flywheel
  2. 2. (ndnwlv Agenda 'Whv content marketing OAbout Contently OThe content flywheel nnnnnnnnnnn m rr-'vn- una-nan [AKA '1iwv--! `A: *.r~cV'. ~v'-. | Ath El' sv' 1-*41 l" : MWN
  3. 3. BRAHDS #S PUBLISHERS ; EEIJforum El v - tl_. ... ... '~"c- EOITORS' PICKS WHAT'S TFYENDIHG `oo "g u . ° u' . 0 "Eg uah n i? u _ ; in qñaçwg , rçfpFai V UvV 'a 4 Al -A , `l ' r Artio n n . . **v ° 'HE-**Evgl "' : '17. n IJ; A'! ';A'; ..'L'; '_LL_-"("' n; u-; ... ... .."*"'~'; '.""'/ .'. _ . .. ..
  4. 4. mmm-n EDIIOTYS' PICIIZS : -a S 'rr . m» u lgu n : I._. '{f, , "' ~'_4 wa -1 qi *`; _a~"47', ".. olF"-1 u v - w 4 . . V ` . . . lki `««H.5.T`ST3TEHUIHE n . . . n IA , , . r. . l. n n bu x 4. n ` | ` . l k- `: -!1'-u ~ L.
  5. 5. ti' -I / ` f s' , /_, `,. " ». . , ,r r ~ > / ,/"" . -_o_'. F» : :T 141331* K I _ f. _ X I L ` ~q* . ~ m " J ` - ` 1 -' x
  6. 6. 4 . . . . . __ _ `Qnl I , -e . .._. J._ , x. . x . lembab m I( > i a. 7x , un n Y y r . l s. Q; A. .. lrnkxw) 1 J_ uHu-. ,` . I Ka. .P J. p. u 5./ - _éwn i. _ . ..o , .:_. a1.. . In rvhu. . 37%. ... , . a . Why content
  7. 7. **Sifnuti : ha nu Inn: Iin-n Ilbecmmu Ngitung Hu Why content oi Lamunan 78%ovcouwu1xs av tauuutu Ichan: thu aruuuuliuvn aru-idang unlum ; untu-l un nnlwnlcd m building 9.110 telu-umum; mw Fun-I umum tuuh-M umi-al. nunu acr-nular urnhnu A ummat-m ntn a v-_van-. v mu niku m dedi-v: : tusmm tt-mvl, Ibnu-n. 7'8 6 7% *MSI YUJV CHOWTN II TRQUI( N00( [CADS 'I' UONT* Iluni hadi pu munlh luv 528 (UMNMQ! tim. ma, won mns: nim : to : -on Fu: :umu-l mundur-q luulrn compared vs: - *tilu-nn 419 IN 'us 2 Sio Mano ol nun- u. : o DO Content marketing costs 62% less than traditional marketing and generates about 3x as man leads. spend $4 Niillion $400k/ yr N s. JWHCOND SUPER COIL SPOY 10 IIIVLI CDHILNILV VAN
  8. 8. Nun ni untu! u. . o D0 Content marketing costs 62% less than traditional marketing and generates about 3x as many leads. spend $4 Million S400k/ yr s. ;n-sccnur; suara IOnL spm 2:- nlnu comunv uan Mono d Iitlllll pngn 0
  9. 9. Don't create content. Tell Calum”
  10. 10. Don't create content. Tell v1&_- . ..Lh __ 1 . _ __ 7 ` L, V u i x g *J , :N a : TL _ ____ l. -. nnnnnnnnnnn d I : uuuuuuuu n Don'tjust reach an audience. compel them to
  11. 11. Don't just reach an audience. compel them to AVERAGE ATTENTION SPAM IY USER N 1 l I N I ' L $ LI( ( uuuuuuu u nnnn (u 8 SE( eva: :. 55( marketing
  12. 12. hum-hr l'kll n hu- To succeed, brand publishers need: . JUl l! II I r i A ' l ' alt Hnulhr- ` " . ` I I , | | d 1 I ' V . I g r ` : yaumil: nuu- . qnHl-N hiii un, u Ioçuy-I I I : l ' ' u. y. :
  13. 13. Good storytelling is hard. To succeed, brand publishers need: ~ Ability to on-board. organize, and pay Contributors (talent) ~ Sign-offs from within the organization (legal, comms. etc. ) ~ Accountability and Visibility for brand team members - Integration with other tools and technologies (CMS. etc. ) ' COHIEHI strategy and SUCCESS lTletflCS Find and create good stories!
  14. 14. members > Integration with other tools and technologies (CMS, etc. ) - Content strategy and success metrics '. ':'I` *C i, .I . laun-nn' imlm i, ~. »dyah »In . u- , .l_: ~ , hari "i j) . 1.* , I c. . . Llli.
  15. 15. `:1 eirtzw : ' uma: *nawang lu lho bot! temuan. " kaga-md band putri-sitting' 2! Stories, relationships. and results. Ctr” p IH- . ri t- w" cr- '- 1:-- ~' -' - cs, nomor sm<~<cra. .-~d-.1e4-ov~ l`e, .`t- . fr“' - . r Can» w* s' m #wih pagoda: vltn. -~. .`wr-tr)(1.-~. s gw 1.7.' 'JwHL nd gm-etyrcng 'nçhcdoqrlrntna-s &smuanya-tammam 'u. - bu-. vwax 9.»- cacar; OPTIMIIE b > ENGAGE 22 Scalable, powerful. and easy. Cam-minis momivyr. .. ana pun-Jm - arung-n olJiml » u. ~ _ aduhai-w; and op-: mznq c- riva( Cw» i' -nwyw- u; luhur! n H! u' "now-q puvh, n r v<h0oaqy m. " u n mic-Lc NlhNl-I - lñl* iNi-f» ~ i» . ' Lat l*ni»-n| -»CM'. m, ,, u. . remang Pndbz' in. m Iri: * , . i, l i, ADH-wr- 'uxi-ulArvç» h A* nn C ~ v- n '~ Word! ! iru-I i- : M CrmpI-omr Adu-Valve IVRvJWQK vw. lN-*uç/ 'umi , ru
  16. 16. OPTIMDIE ENGAGE 21 Scalable. powerful. and easy. CememuhnoimIvñe-Gvic cillumnetovnnlelemhbarlutrodrg owvoutrqmdumvmrvcamrll Gedsmryteivqreqwneldd mowqurnaukhmmqymuunwwoto INIAVI INhAhI : wr-V Hill un; Kami» iu (Ms luv-ganas fhp`unq In) (human-m Iouboonho ladang Amxovel sm ini ; nam nom- C anyaman Ovquull I I'll IO! (cantante yy". 'Nauru'. 'a' Amon-u- magnit mm °'°""'"°' 'ratih-q : a L 7 1. 2! Content analytics mede for brands. s& s. .. . ._ . ._. _. u-c- CC BIR I D ll -_- ruu- -. _._ . ... "Vi 1 I C BDI Mtv-e beyond (hary-cm. hiu and lain md module ulu re& -Qvn lu : :md pulnltllnu Ctrlililfy inn-VII; n nuntut! b; :nanda. buram lo N00 10» warm you (oulom me! luv-t ome it; audmmvwe Matamu. Uu! UHN! luwu-n resah) 2G Access the best storvtelllno talent.
  17. 17. Content analytics made for brands. UI* . ... . I. - ~. .. . ._. . un: : satu a u u . ... .. .._- . ._ . .__. .. _ a nu us n a sus Mo-vhowvmovvvm mun U-dmundmocwcDuvoQ-Qsn In un: : putuskan (atm); Imqm n : :wawa by payung bth-cuap lo Nippon anaan you malam on: unt omm to, autumn-u : mmm and untu! humus usum Access the best storytelling talent. Oulnolsplwmnonuvumuwkdlaowuolnuuupundms Mooddtutmmu-vvanvmqvdnopvomxmmoolupluuwdms fl-*RTG-'é um CZE? “WOW IB 'nw-Imm- g lwt-s ”En” n (lina-uin X POUIIOO “II I urun-anu Inti : an. Mom loh-acm Dm. llllli m No smoke and mirrors. Great content speaks for itself. wcnnnveñunlsuubulajnoouuhmuunohu-uwq aac-nrua-dmdldcrl lshvurqobqrvéuvvdgvozmalvmu Quo rterlg
  18. 18. w POUTICO &EL minna-IAI 1.. . . Mav-u [omm nam. . mru: No smoke and mirrors. Great content speaks for itself. 1- -v '- ' "v N maman-on 'a : dapat: (aman! manula" -»- . u sr. : 'Hr - - > ~~-. - , -.; J.-~.4;«; .--. ::1-. .-v '1;`V'^. w'V, IIV un' Quarterly JOURNALIST PORTFOLIO SAM SLAUGHTER _muna-ngg- o. j. - 1- a o - _ n u I-m- MULTIMEDIA PORTFOLIO 15 II 2!
  19. 19. SAM SLAUGHTER __. .__. - __. _._. - _o- -u- aga-n- J 's . nanggung-man 7-. hnrsbeV-ooou asu-u- bona-s r r I'I I MULTIMEDIA PORTFOLIO THOMAS POROSTOCKY i? ..- An a. -.- a lan-u C-v l I~ Yllhl IIVII SAW NIRIIIF AI A KIlLIQ. 27 II
  20. 20. LA é f` r , ..__. - YIANI HFVQ* Thn ~v : AV. urusru A* A umun
  21. 21. Stories Engagement Relationships ROI The Flywheel CIIATI OPTIHIII C minang o Sourcing and managing talent 0 Generating ideas o Planning 8: scheduling 0 Creating content 0 Approvals o Organizational slon-offs
  22. 22. OPYIIOII IICACI OSmmCoMenl a Sourcing and managing talent 0 Generating ideas e Planning 8: scheduling a Creating content o Approvals e Organizational sign-offs a Compliance can-w Tlmefy seasonal Evergraen St - bo t `“ / $314; k x x x k ` ' Sto' es about or customers X . o Sio' es about `x your producus) x x
  23. 23. 52:' ee accu'. shared values Sta ct--z atau. : your company or customers S! ? i”. Ahsin. your productis) Engage &Induction Optimize Evergraen X X X XXX e Publish to CMS e Paid distribution a Social ampliñcation e Share throughout org e Subscriber collection o Email e Measure engagement o Measure relationships e Measure conversions / Brand lift (ROI) e Actionable insights
  24. 24. Optimize Mal-d sultan . n . a 0 Subscriber collection e Email 0 Measure engagement e Measure relationships a Measure conversions / Brand lift (ROI) 0 Actionable insights hh$rfa u. : : h: ru mm Iman ulCmiml ngmng Hll
  25. 25. (a) O) H* *v ` r: : : -T conLe nt | ,y, .,c onuisx [aten isi m g. ;
  26. 26. Contentlg

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