content marketing: trends to reality

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Content  Marke+ng:  From  Trends  to  Reality  

Digital  Learning  Webinar  

Presented  by:  Melissa  Harrison,  Allée  

for    

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Today  we  will  cover:  

•  Content  marke+ng  trends  and  predic+ons  •  Content  marke+ng  tac+cs  to  consider  

•  How  to  get  started  

Hashtag  for  today’s  webinar:  #MWMCdlw  

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What  is  content  marke+ng?  

A  method  of  crea+ng  customized  content  with  a  key  audience  in  mind.  This  content  is  used  to  engage  with  customers,  aLract  new  customers  and  provide  relevant  informa+on  that  serves  a  purpose—fulfills  a  need.  

For  today’s  webinar,  we  will  focus  on  online  content  marke7ng  tools  and  trends.  

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Poll  What  forms  of  online  content  marke+ng  does  your  business/organiza+on/company  rou+nely  use?  (e.g.  weekly,  monthly,  etc.)  

E-­‐newsleLers  Social  media  Blogs  Video    Podcasts  E-­‐books  or  Whitepapers  Infographics  Do  not  use  online  content  marke+ng  rou+nely  

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We’re  all  in  a  different  phase  

*Al7meter  Group’s  Content  Marke7ng  Maturity  Model  

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Content  Marke+ng  Trends  •   Real-­‐+me  informa+on  •   Addi+onal  social  networks  and  plaZorms  •   Embracing  compe++on  •   Personaliza+on  

Brands  will  need  to  work  to  get  content  in  front  of  customers;  it’s  not  all  about  search  anymore.  

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Content  Marke+ng  Tac+cs  

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Content  Marke+ng  Tac+cs  

•  Blog  •  eBooks  and  Whitepapers  

•  Infographics  •  Podcasts  •  Social  Media  

•  Video  •  Webinars  

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Steps  to  Get  Started  •   Develop  (or  take)  a  content  ques+onnaire  •   Establish  your  marke+ng  and  content  priori+es  •   Conduct  key  word  research  •   Set  content  lists/buckets  •   Set  up  editorial  calendars  and  social  media  conversa+on  calendars  •   Set  up  online  tracking  for  men+ons  and  monitoring  results   Research  and  set  

your  plans  before  jumping  on  the  content  marke7ng  train.  

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Sample  Editorial  Calendar  

Important Dates

Topics/Key Words

Author/Owner Blog Website Newsletter E-News Facebook

Week of January 2, 2012 1/2/12 1/3/12 1/4/12 1/5/12 1/6/12 Week of January 9, 2012 1/9/12 1/10/12 1/11/12 1/12/12 1/13/12

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Sample  SM  Conversa+on  Calendar  

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Sample  Blog  Calendar  

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Considering  Time  Management  

Content  marke+ng  can  seem  overwhelming,  especially  if  you  have  limited  resources  and  staff.  

Know  this:  Repurposing  content  is  OK.  In  fact,  I  encourage  it.  

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Prevent  your  brand  from  becoming  anit-­‐social  

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Rome  wasn’t  built  in  a  day.  

•  Develop  a  rou+ne  •  Don’t  expect  results  over  night  

•  You  get  out  of  it  what  you  put  in  to  it  

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Resources  

Content  Marke+ng  Ins+tute  www.contentmarke+ngins+tute.com  Content  Marke+ng  World  (#cmworld)  Chief  Content  Officer  Magazine  

“Stop  Selling:  A  Content  Marke+ng  Guide”  hLp://alleecrea+ve.com/content-­‐marke+ng-­‐guide/    

Marke+ngProfs  hLp://www.marke+ngprofs.com/    

“The  End  of  Business  as  Usual”  by  Brian  Solis  

eMarketer  www.emarketer.com  

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Thank  you!  

Email:  melissa@alleecrea+ve.com    

TwiLer:  www.twiLer.com/alleecrea+ve    

Facebook:  www.facebook.com/alleecrea+ve  

Blog:  www.alleecrea+ve.com/blog    

Ques+ons?