advanced content strategies building a unified content strategy
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Advanced Content Strategies 10 Ways to Create Content that Succeeds
Amanda Nelson, Salesforce Marketing Cloud, Manager of Content
@amandalnelson
Linkedin.com/amandanelson13
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Make the Customer
the Hero 1.
70% of case studies are
effective/
very effective*
*Content Marketing Institute 2012 Study
Showcase Customer Stories: Be Human
vs 25% increase in
leads generated 500 new faces
entered our stores
vs Benefitted our
Bottom line
It saved our company
$30,000
vs
vs
Your audience is human. Write like a human and
they will respond. #marketingcloud #df12
Mobilize your Entire
Company 2.
In-Sourcing
IT
Marketing
HR Sales
Training
Execs Finance
Engineers
Customer
Service
In-Sourcing
IT
Marketing
HR Sales
Training
Execs Finance
Engineers
Customer
Service
Content Hub
Content marketing isn’t a strategy. It’s a way of
life. #marketingcloud #df12
Stick to your
Business Goals 3.
$ $$ $$$
Start each day by reciting your marketing goal. It
will guide your content. #marketingcloud #df12
Create a Content
Engine 4.
Case Study
EBook
5
Blog
Posts
Video
Audio Book
Infographic
Slideshare Presentation
Podcast
EBook
Results
Percentage of growth in downloads, social shares and blog
visits (year over year):
• Ebook views: 367%
• Blog visits: 120%
• Shares: 322%
Reduce, Reuse, Recycle: it’s a content marketing
mantra too. #marketingcloud #df12
Take Intelligent
Risks 5.
The best content comes from those who are
friends with failure. #marketingcloud #df12
Be a Storyteller 6.
Source: youtube.com/detroitmedicalcenter
Source: youtube.com/detroitmedicalcenter
Source: ustream.tv/channel/e-patient-connections/videos
Source: youtube.com/detroitmedicalcenter
Find the stories no one else is telling and tell
them. #marketingcloud #df12
Go Beyond Text 7.
This sums up my day perfectly: [insert image link]
#marketingcloud #df12
Gather Content from
Others 8.
10% you
Who’s telling the story is just as important as the
story itself. #marketingcloud #df12
Be Transparent 9.
Being a transparent brand encourages trust. And
a slew of great content. #marketingcloud #df12
Have a Timed
Approach 10.
Source: Problogger.net
With content marketing, timing is everything.
#marketingcloud #df12
Advanced Content Strategies
1. Make your Customer the Hero
2. Mobilize your Entire Company
3. Stick to your Business Goals
4. Create a Content Engine
5. Take Intelligent Risks
6. Be a Storyteller
7. Go Beyond Text
8. Gather Content from Others
9. Be Transparent
10. Have a Timed Approach
Amanda Nelson
Manager, Content
@amandalnelson
Marketing Cloud Product Keynote
David Fischer
VP, Advertising
Babs Rangaiah
VP, Global Media
Innovation
Scott Monty
Head of Social Media
Turn Insight into Action with the Salesforce Marketing Cloud
Where: Moscone Center South Main Keynote Room
When: Thursday September 20th 1:30 to 2:30 PM
Customer Speakers:
Win A 2013 Ford Fusion Hybrid! 1. Attend Marketing Cloud Keynote Thursday 1:30 PM for entry
form.
2. Redeem in the Campground by 3:30 PM on Thursday.
3. Get an #awesome Marketing Cloud tee-shirt!
4. Winners announced Thursday at 3:45 PM! Need not be present
to win. Image for illustrative purposes
only
Learn more at salesforce.com/marketing-cloud