Content and Distribution: The Hub of Your Online Efforts


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Content and Distribution: The Hub of Your Online Efforts

  1. 1. Content and Distribution: The Hub of Your Online Efforts Will Davis [email_address] 410.925.6626
  2. 2. The Online Conversation Credit: Brian Solis
  3. 3. Which tools should you use? Outlet What it does Why use Professional positioning and networking Branding Job hunting & hiring Sales leads Event promotion Sharing information with short updates Branding Connecting via content/shared interests Event promotion and dialogue Social networking Corporate pages+ Blog Enhances website dynamism with daily-weekly articles Branding SEO Content Center
  4. 4. Top 4 Properties: Functions Served Networking Public Relations Customer Service Thought Leadership Collaboration Loyalty Building X X X X X X X X X X X X X X X X BLOG X X X
  5. 5. None of it works without… <ul><li>Content </li></ul><ul><ul><li>Targeted </li></ul></ul><ul><ul><li>Scheduled </li></ul></ul><ul><ul><li>Educational </li></ul></ul><ul><ul><li>Distributed </li></ul></ul><ul><ul><li>Consistent </li></ul></ul>
  6. 6. What is Content Marketing <ul><li>Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way. </li></ul><ul><ul><li>Joe Pulizzi Junta42 </li></ul></ul>
  7. 7. Content Marketing Usage
  8. 8. Content Marketing - Poised for Great Increase <ul><li>59% of marketers plan to increase their content marketing budgets this year, up from 56% last year and 42% in 2008 (Junta42/BtoB Magazine) </li></ul><ul><li>When asked how their content marketing budgets compare with last year's, 19% of marketers said they would “increase significantly” this year; 40% said they would “increase slightly;” 35% said they would stay the same; and only 7% said their content marketing budgets would decrease this year. </li></ul><ul><li>Also, the share of total marketing budgets going to content marketing will increase to an average of 33% this year, up from 29% two years ago. </li></ul><ul><li>The survey also revealed a significant difference in the content marketing spending plans of large companies and small companies. </li></ul>
  9. 9. Content Marketing - Poised for Great Increase (cont’d) <ul><li>For companies with 100 or more employees, only 18% of the total marketing budget will go to content marketing, according to Junta42. </li></ul><ul><li>However, for companies with fewer than 100 employees, 42% of the marketing budget will be spent on content marketing. </li></ul><ul><li>“ It's the ultimate David-versus-Goliath scenario,” Pulizzi said. “For the larger companies, more of the budget is taken up with media programs. With content marketing, you can create your own media channels and go directly to customers with a message.” </li></ul><ul><li>Regarding which channels companies are using for content marketing, the top platform is social media, which 72% of marketers are using. Other top channels are: e-newsletters (63%), blogs (63%), white papers (48%), article marketing (48%), case studies (46%), online video (42%), custom in-person events (31%) and microsites (31%). </li></ul>
  10. 10. Content Marketing - Challenges
  11. 11. Content Roadmap
  12. 12. Content as Your Social Media Hub <ul><li>Without the right content to point to, your social media presence is like a newspaper that’s all headlines and no stories </li></ul><ul><li>Without a hub you limit your use of social media to brief thoughts with no depth attached </li></ul>
  13. 13. Using a Blog as Your Hub <ul><li>A blog can often be your most efficient way to distribute content, and can serve as your social media and content hub in ways your website can’t </li></ul>
  14. 14. Your Social Media Hub Credit: Brian Solis
  15. 15. Social Media Growth
  16. 16. Why Content Marketing - SEO #1 Ranking
  17. 17. Why Content Marketing - SEO
  18. 18. How To Market Your Content Website
  19. 19. How To Market Your Content Industry Sites/Article Sites Using RSS
  20. 20. How To Market Your Content Industry Sites/Article Sites Using RSS
  21. 21. How To Market Your Content LinkedIn
  22. 22. How To Market Your Content Twitter
  23. 23. How To Market Your Content Facebook
  24. 24. How To Market Your Content Email
  25. 25. How To Market Your Content Technorati
  26. 26. How To Market Your Content Presentations
  27. 27. How To Market Your Content Videos (Yours or Others)
  28. 28. How To Market Your Content “ Sharing” Sites Corporate Materials Digg Personal Email Stumble Upon Email Signature Redd It Direct Mail Delicious Press Release 100s of Others ALL Materials
  29. 29. Measuring Your Success - Quantitative Visitors & Sources Content & Stickiness
  30. 30. Measuring Your Success - Quantitative
  31. 31. Measuring Your Success - Quantitative
  32. 32. Measuring Your Success - Qualitative <ul><li>What do you want to get out of it? </li></ul><ul><li>Branding & Awareness Component </li></ul><ul><li>Narrowcasting a Message </li></ul><ul><li>“ Skip the First Meeting” </li></ul>
  33. 33. Offense vs. Defense -The Deer Have Guns <ul><li>Listening/Monitoring with: </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Twitter keyword RSS feeds from </li></ul></ul><ul><ul><li>Enhanced tools like Radian 6 </li></ul></ul><ul><li>Engage and respond appropriately, fairly, and politely </li></ul>