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CONTENT MARKETINGTracy Goldtracy@rightsourcemarketing.com@tracycgoldSocial Media Boot Camp for Professional Service FirmsF...
WHAT IS CONTENT MARKETING?“Content marketing is the art of understanding exactlywhat your customers need to know and deliv...
THOUGHT LEADERSHIP                     3
FOCUS ON YOUR AUDIENCE                         4
IMPACT ON OTHER MARKETING TACTICS• When done right Content Marketing impacts  multiple areas including:  –   Website  –   ...
CONTENT MARKETING – CHALLENEGES                                  6
THE RIGHT WAY TO DO CONTENT MARKETING•   Content Planning•   Content Creation•   Content Optimization•   Content Distribut...
CONTENT PLANNING: HOW IT USUALLY WORKS                           Month 1:                           • 5 content creators  ...
CONTENT PLANNING: HOW IT SHOULD WORK                          Month 1:                          • 5 content creators      ...
EXAMPLE CONTENT CALENDARContent       Content    Person        Due Date   Publish Date NotesTitle         Type       Respo...
WHO SHOULD PARTICIPATE?•   Marketing              • Business Development•   Sales                  • Executives•   Subject...
CONTENT MARKETING ROLES•   Newspotter•   Idea Generator•   Project Manager•   Strategist•   Graphic Designer•   Writer•   ...
TYPES OF CONTENT                    Research                               Podcasts                     Results           ...
CREATE VS. CURATE       Percentage of Tweets that Include Self                     Reference 3.5  3 2.5  2 1.5  1 0.5  0  ...
EXAMPLE          15
Q&A      16
THANK YOU• Email:      tracy@rightsourcemarketing.com• Website:    www.rightsourcemarketing.com• Blog:       www.marketing...
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Content Marketing for Professional Services Firms

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What is content marketing? How can it grow your business? What planning steps should you take? Answers to these questions, and a walkthrough of some of the pitfalls and opportunities of content marketing. Presented at Social Media Boot Camp for Professional Service Firms, hosted by the Maryland Association of CPAs.

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Content Marketing for Professional Services Firms

  1. 1. CONTENT MARKETINGTracy Goldtracy@rightsourcemarketing.com@tracycgoldSocial Media Boot Camp for Professional Service FirmsFebruary 29th, 2012
  2. 2. WHAT IS CONTENT MARKETING?“Content marketing is the art of understanding exactlywhat your customers need to know and delivering it tothem in a relevant and compelling way.” - Joe Pulizzi, Junta42 2
  3. 3. THOUGHT LEADERSHIP 3
  4. 4. FOCUS ON YOUR AUDIENCE 4
  5. 5. IMPACT ON OTHER MARKETING TACTICS• When done right Content Marketing impacts multiple areas including: – Website – Search Engine Optimization – Lead Generation – Lead Nurturing – Sales Process – Social Media – …Everything! 5
  6. 6. CONTENT MARKETING – CHALLENEGES 6
  7. 7. THE RIGHT WAY TO DO CONTENT MARKETING• Content Planning• Content Creation• Content Optimization• Content Distribution• Content Reporting & Analysis 7
  8. 8. CONTENT PLANNING: HOW IT USUALLY WORKS Month 1: • 5 content creators • 10 content pieces • Abundant Enthusiasm Month 2: • 3 content creators • 6 content pieces • Waning Enthusiasm Month 3: • 1 content creator • 2 content pieces • Excuses, excuses, excuses 8
  9. 9. CONTENT PLANNING: HOW IT SHOULD WORK Month 1: • 5 content creators • 10 content pieces • Abundant Enthusiasm Month 2: • 5 content creators • 15 content pieces • Growing Enthusiasm Month 3: • 7 content creators • 20 content pieces • Reporting fosters competition 9
  10. 10. EXAMPLE CONTENT CALENDARContent Content Person Due Date Publish Date NotesTitle Type ResponsibleHow to use a Blog Post Albus 11/11/11 11/13/11 Don’t tellpensieve Snape you’re using a pic from hisMy Video Sirius 12/1/11 12/15/11 Make sureAdventure to post onwith a RedditHippogriffShould Facebook Hermione 1/15/11 1/15/11 Don’thouse elves Question include ahave more “no” optionrights? 10
  11. 11. WHO SHOULD PARTICIPATE?• Marketing • Business Development• Sales • Executives• Subject Matter Experts • Your Whole Team• Customer Service 11
  12. 12. CONTENT MARKETING ROLES• Newspotter• Idea Generator• Project Manager• Strategist• Graphic Designer• Writer• Editor• Distributor• Cheerleader 12
  13. 13. TYPES OF CONTENT Research Podcasts Results eBooks Tweets Videos EventsBlogPosts Formats Seminars 13
  14. 14. CREATE VS. CURATE Percentage of Tweets that Include Self Reference 3.5 3 2.5 2 1.5 1 0.5 0 Non Retweets Retweets Source: Dan Zarella 14
  15. 15. EXAMPLE 15
  16. 16. Q&A 16
  17. 17. THANK YOU• Email: tracy@rightsourcemarketing.com• Website: www.rightsourcemarketing.com• Blog: www.marketingtrenches.com• Twitter: @tracycgold @rightsource• Facebook: facebook.com/rightsource 17

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