executive's guide to content marketing

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Executive’s Guide to Content

Marketing

May 19, 2011Bernie Borges

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Agenda

• The Dawn of Social Media• What Is Content Marketing?• 15 Actionable Steps• Can my people make it happen?• Measuring Results

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The Dawn of Social Media

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Marketing History Lesson

1950 to 2000

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In a Transition

1990 to 2000

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Marketing 1.0 vs. Marketing 2.0

Outbound Marketing Inbound Marketing

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Buyers Don’t Have to Tolerate It

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New Marketing Paradigm

Relationship Building

Content Strategy

Mindset Shift

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New Marketing Paradigm

Inbound Marketing

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How Did We Get Here?

11Farming 1.0

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12Farming 2.0

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13Telephone 1.0

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14Telephone 2.0

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15Computers 1.0

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16Computers 2.0

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Customers Changed Too

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Consumers Don’t Tolerate Marketing 1.0

http://www.youtube.com/watch?v=heSudg-tfIk

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What is Content Marketing?

http://en.wikipedia.org/wiki/Content_marketing

Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1]

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What is Content Marketing?

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What is Content Marketing?

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15 Actionable Steps

1. Identify the “personas” of your target audience.

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15 Actionable Steps

2. Identify the sources of content in your organization.

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15 Actionable Steps

3. Develop content that speaks to the pain points of each of your target personas.

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15 Actionable Steps

4. Develop content for each stage of your customer’s lifecycle.

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15 Actionable Steps

5. Create an editorial calendar of your content plan.

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15 Actionable Steps

6. Assign content production responsibilities to as many people as possible.

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15 Actionable Steps

7. Marketing functions as traffic coordinator, not producer of all content.

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15 Actionable Steps

8. Develop a diversified portfolio of content across different media and formats.

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15 Actionable Steps

9. Leverage social media as communication and engagement channels for your content.

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15 Actionable Steps

10. Define many success metrics and measure them to gauge impact of your content strategy.

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15 Actionable Steps

11. C Level support is a must for resource allocation in developing and implementing content.

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15 Actionable Steps

12. Produce content that has a measurable impact on sales to gain sales support.

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15 Actionable Steps

13. Focus on educational content, not on sales-centric content.

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15 Actionable Steps

14. Be willing to experiment with content.

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15 Actionable Steps

15. Study content marketing in and outside your industry for new ideas.

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Can My People Make it Happen?

• Skills Needed– Writing– Story-telling– Authentic– Responsive– Analytical

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Moffitt Cancer Center

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Moffitt Cancer Center

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Sarasota Memorial Hospital

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Sarasota Memorial Hospital

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Sarasota Memorial Hospital

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Sarasota Memorial Hospital

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All Children’s Hospital

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All Children’s Hospital

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All Children’s Hospital

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Facebook for Non Profits

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LinkedIn for Non Profits

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Be a “Magnet”

More conversation…

Bernie Borges

bernie@findandconvert.com

727-234-0952 ext. 1001

Websites: http://www.findandconvert.com

http://www.bernieborges.com

Blog: http://www.findandconvert.com/blog

Twitter: http://twitter.com/berniebay

LinkedIn: http://www.linkedin.com/in/bernieborges