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INTRO TO CONTENT MARKETING

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QUESTIONS WE’LL ANSWER TODAY

WHAT is content marketing?

WHY content marketing?

HOW do you measure success?

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WHAT IS CONTENT MARKETING?

A marketing technique of creating

and distributing valuable, relevant

and consistent content to attract and

acquire a clearly defined audience –

with the objective of driving profitable

customer action.

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WHAT IS CONTENT MARKETING?

• Subscriptions

• Shares

• Purchases

• Engagement

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Content is created with a specific goal in

mind:

WHAT IS CONTENT MARKETING?

Current customers

Prospective customers

Decision-makers

End users

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Content is created with a specific audience

in mind (B2C or B2B):

WHAT IS CONTENT MARKETING?

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Content is created for many reasons other

than direct sales:

Education Thought

Leadership

Search

TrafficTrust

WHAT IS CONTENT MARKETING?

• Blog

• eBooks

• Whitepapers

• Case studies

• Reports

• Video

• Podcasts

• Webinars

• Infographics

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WHAT IS CONTENT MARKETING? BLOGGING.

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In 2013, 84% of marketers rated blogs as either somewhat or very effective.

Companies that blog

15 or more times per

month receive 5x

more traffic than

companies that

don’t.

WHAT IS CONTENT MARKETING? BLOGGING.

WHAT IS CONTENT MARKETING? BLOGGING.

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Rotate between:

• Content type

• Audience

• Topic

• Goal

• Authors

WHAT IS CONTENT MARKETING? SEO.

• Use a tool like

Google AdWords

to identify

keywords with

high search

results and low

competition.

• Do NOT keyword

stuff your

content.

WHAT IS CONTENT MARKETING? EBOOKS.

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Put valuable assets like

eBooks, reports and

webinars behind a form to

help drive sales leads and

customer outreach.

WHAT IS CONTENT MARKETING? INFOGRAPHICS.

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Great for customer sharing and

engagement.

WHAT IS CONTENT MARKETING? VIDEO.

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90%

How much of the online content pie video is projected to dominate within the next

decade, according to YouTube

80% The percentage of Internet users who recall watching a video ad on a website they

visited in the past 30 days

46% Took some action after viewing that ad

WHAT IS CONTENT MARKETING? VIDEO.

• VLOG (diary style)

• Vine (6 seconds; looping)

• Events (record keynotes)

• Interviews (live Q&A)

• Presentations (explain a topic in-depth)

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WHAT IS CONTENT MARKETING? PODCASTS.

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Flexible length; easy to create and upload.

Showcase thought leadership in your industry.

WHAT IS CONTENT MARKETING? WEBINARS.

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WHAT IS CONTENT MARKETING? WHITEPAPERS.

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Persuasive writing that must be backed up with facts/stats and sources.

WHAT IS CONTENT MARKETING? REPORTS.

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Break up chunks of info w/visuals & insights for what the data means to customers.

WHAT IS CONTENT MARKETING? CASE STUDIES.

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Storytelling + quantifiable results = powerful tool.

WHAT IS CONTENT MARKETING? CURATION.

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• News roundups

• Report summaries

• Commentary on a trending topic

• Themed SlideShareof customer-relevant charts

• Bundle blog posts or eBooks along a topic they have in common

WHAT IS CONTENT MARKETING? DISTRIBUTION.

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Create one asset;

repackage it for

multiple channels.

Newsletter Form:

Educate prospects

and drive

advocacy

Contact Us Form:

Sync prospects up

with sales

Lead Generation Form:

Provide valuable information;

get email addresses & job

titles

Event Registration Form:

Collect information for

reminders and followup

WHAT IS CONTENT MARKETING? LEAD GEN.

TL;DR: WHAT IS CONTENT MARKETING?

• Creating

• Curating

• Distributing

• Valuable

• Relevant

• Consistent

Objective:

Attract and acquire a clearly defined

audience to drive profitable customer action.

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WHY CONTENT MARKETING?

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EXACT TARGET - THE STATE OF MARKETING

2014

47%

of marketers listed

driving increased

conversion rates

as a 2014 priority

Traditional sales techniques are interruptive, and people have learned to tune them

out.

WHY CONTENT MARKETING? VALUE.

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Awareness >>

Interest >>

Consideration >>

Intent >>

Evaluation >>

Purchase

WHY CONTENT MARKETING? FUNNEL PHYSICS.

WHY CONTENT MARKETING? AMPLIFICATION.

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68% of marketers believe email is core to their business.

TL; DR: WHY CONTENT MARKETING?

- Differentiate from competitors

- Position your brand/staff as thought

leaders

- Drive website traffic, inbound links &

sales leads

- Optimize for search engines

- Build customer loyalty

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HOW DO YOU MEASURE SUCCESS?

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HOW DO YOU MEASURE SUCCESS?

In click-throughs, in pageviews, in

comments and shares on social.

In bounce rate, in downloads,

signups and sales.

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HOW DO YOU MEASURE SUCCESS?

VISITOR BEHAVIOR.

HOW DO YOU MEASURE SUCCESS? DATA.

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YouTube Insights or Wistia

Slideshare and Scribd

When un-gated, measure

downloads through your CRM platform or

Google Analytics

Native analytics tools

HOW DO YOU MEASURE SUCCESS? SATISFACTION.

We should be able to produce quantity and

quality, deliver positive metrics and great

stories, generate broad reach and deeper

resonance. After all, it’s not content or

marketing. It’s content marketing. And we

need to give that first word much more

attention.

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Jay Acunzo,

sorryformarketing.com

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CONTENT MARKETING BEST PRACTICES

Don’t be obvious

Diversify types of content

Publish consistently

Involve your customers

Involve your teams

Be part of the conversation

Be personable

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CONTENT MARKETING BEST PRACTICES

Articles with images get 94% more total views

On Facebook, posts that include photos have a 37%

higher level of engagement than just text

Use stock photos, screenshots, hand-drawn images

and charts

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Image Sourcing:

• Flickr

• Shutterstock

• Apture

• Unsplash

Manipulation:

• Canva

• Skitch

CONTENT MARKETING TOOLS (MOSTLY FREE!)

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CONTENT MARKETING TOOLS (MOSTLY FREE!)

CONTENT MARKETING RESOURCES

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• How-to’s

• Templates

• Stock

photos

• eBooks

• Infographic

s

CONTENT MARKETING RESOURCES

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GET IN TOUCH!

Juliana Casale

Content Marketing

Manager

Nanigans

Twitter:

@attackofthetext

@bostoncontent

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