5. Sure, everyone’s talking about
content marketing
• It can help your company get
discovered online
• It can fuel social media
• It can build brand loyalty
• It can create a more engaging
customer experience
• It can drive sales and business growth
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
6. IS THE OPERATIVE WORD
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
7. Effective content
marketing requires …
•
•
•
•
•
•
•
Understanding and insights
A solid strategy
An investment
Quality storytelling
Dedication to your customers’ wants needs
Optimization
Ongoing analysis and refinement
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
9. Understand your …
• Customers
Behaviors and motivations
Channel preferences
• Competitors’ marketing
• Your positive points of differentiation
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
10. The power of personas
Cindy Johnson: A stay-at-home mom
who has been bringing her 2-year-old
daughter, Layla, to Rainbow Babies &
Children’s Hospital for treatment for a
heart valve defect since she was an
infant
James Langdon: An active senior who
was recently diagnosed with Stage III
prostate cancer and is being treated at
University Hospitals Seidman Cancer
Center
Gina Simms: A fresh-out-of-residency
primary care physician who is new to
the Cleveland market
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
11. Cindy Johnson
A stay-at-home mom who has been bringing her 2-year-old
daughter, Layla, to Rainbow Babies & Children’s Hospital for
treatment for a heart valve defect since she was an infant
User Category: Rainbow Mom
Age: 32
Race: Caucasian
Education: Bachelor’s Degree
Employment: Homemaker
Household Income: $67,000
Family: Husband, three children (2 boys and 1 girl)
“I worry that Layla won’t be
able to run around and play
like other kids. I want her to
have fun, be normal and live
full life.”
BEHAVIORS & CULTURE
• Conservative values
• Family focused
• Health-minded
• Active
• Fun-loving
FEARS
• Her child won’t lead a
normal life
• Too much worry under
one roof
• Money will run out
CHALLENGES
• Worries about her daughter’s
health
• Big medical bills
• Finding “me” time
MOTIVATIONS
• Happy, healthy family
• Active lifestyle
• Sense of normalcy
SAMPLE SEARCH QUERIES
• Children with heart disease
• Heart-healthy eating
• Managing stress
NEEDS & EXPECTATIONS
Compassion
Honest interactions
Quality care and service
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
12. The right story, the right way
Microsite/Hub
The primary repository
for content
Social
Teased through most relevant
social channels
Video
Also push to YouTube
Imagery
Package for
social channels
Printed
magazine
Presentations
Also pushed to
Slide Share
Content
Newsstand App
Print and web content
optimized for tablet
Experiential
Packaged for events,
trade shows
White papers
Print for
events, available to
download
Email
Opt-in newsletters;
segmented/personalized by
personas
Traditional
Leveraged in TV, print and radio
campaigns
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
17. TACTIC NO. 1:
OPTIMIZE FOR SEARCH
Source: Copy Press 2013
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
18. 97% of people use online
media when researching
products and services.
Source: Copy Press 2013
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
19. •
•
•
•
•
Begin with organic
search
Identify keywords
No stuffing!
Integrate long-tail
search terms
Use long-tail to
develop topics
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
20. •
•
•
Couple organic
with paid search
Utilize long-tail
terms
Drive to content
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
22. TACTIC NO. 2:
INTEGRATE WITH SOCIAL
Source: Hubspot 2013
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
23. 70% of B2C marketers
have acquired customers
through Facebook.
Source: Hubspot 2013
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
24. 50% of U.S. technology
companies have found
customers through Twitter.
Source: Hubspot 2013
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
30. TACTIC NO. 4:
ADVERTISE CONTENT
Source: comScore 2012
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
31. 54% of online display ads
shown in thousands of
campaigns were not seen by
anyone.
Source: comScore 2012
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
33. Website visitor reads a
travel feature on places
to celebrate Chinese New
Years
Advertorial(ly)
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
34. REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
35. TACTIC NO. 5:
SHARE WITH
TRADE PARTNERS
• Think about your
business partners
• Can they benefit
from your content?
• Would they even
help fund it?
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
36. TACTIC NO. 6:
PROMOTE
VIA EMAIL
• Integrate into
email
• Contextualize
the “sell”
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
37. TACTIC NO. 7:
SYNDICATE
OR SPONSOR
• Look for
relevant sites
that will
partner
• Leverage on
traditional
media sites
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
40. TACTIC NO. 10:
INTEGRATE
INTO SALES
COLLATERAL
• Catalogs, brochu
res, sell sheets
• Aids in decisionmaking
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
41. ESSENTIAL NO. 11:
MAKE IT AN EXPERIENCE
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
42. TACTIC NO. 12:
INCLUDE YOUR EMPLOYEES
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
43. TACTIC NO. 13:
REMEMBER
YOUR
WEBSITE
• Call attention
to your
content in a
notable way
REALITY CHECK • BEYOND THE BUZZ •
DISTRIBUTION TACTICS • QUESTIONS
45. You’ve mastered the theory, now
put it into practice
Use the Show Guide to match this
session’s categories with the
providers in the Hall who can
help execute!
See Page 18 for details
Editor's Notes
Understanding and insights about customers leads to the right kinds of targeted content.
