content marketing for professional services firms
DESCRIPTION
What is content marketing? How can it grow your business? What planning steps should you take? Answers to these questions, and a walkthrough of some of the pitfalls and opportunities of content marketing. Presented at Social Media Boot Camp for Professional Service Firms, hosted by the Maryland Association of CPAs.TRANSCRIPT
CONTENT MARKETING
Social Media Boot Camp for Professional Service FirmsFebruary 29th, 2012
Tracy Gold
@tracycgold
WHAT IS CONTENT MARKETING?
“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.”
- Joe Pulizzi, Junta42
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THOUGHT LEADERSHIP
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FOCUS ON YOUR AUDIENCE
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IMPACT ON OTHER MARKETING TACTICS
• When done right Content Marketing impacts multiple areas including: – Website– Search Engine Optimization– Lead Generation– Lead Nurturing– Sales Process– Social Media– …Everything!
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CONTENT MARKETING – CHALLENEGES
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THE RIGHT WAY TO DO CONTENT MARKETING
• Content Planning• Content Creation• Content Optimization• Content Distribution• Content Reporting & Analysis
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CONTENT PLANNING: HOW IT USUALLY WORKS
Month 1:• 5 content creators• 10 content pieces• Abundant Enthusiasm
Month 2:• 3 content creators• 6 content pieces• Waning Enthusiasm
Month 3: • 1 content creator• 2 content pieces• Excuses, excuses, excuses
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CONTENT PLANNING: HOW IT SHOULD WORK
Month 1:• 5 content creators• 10 content pieces• Abundant Enthusiasm
Month 2:• 5 content creators• 15 content pieces• Growing Enthusiasm
Month 3: • 7 content creators• 20 content pieces• Reporting fosters competition
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EXAMPLE CONTENT CALENDAR
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Content Title Content Type
Person Responsible
Due Date Publish Date Notes
How to use a pensieve
Blog Post Albus 11/11/11 11/13/11 Don’t tell Snape you’re using a pic from his
My Adventure with a Hippogriff
Video Sirius 12/1/11 12/15/11 Make sure to post on Reddit
Should house elves have more rights?
Facebook Question
Hermione 1/15/11 1/15/11 Don’t include a “no” option
WHO SHOULD PARTICIPATE?
• Marketing• Sales• Subject Matter Experts• Customer Service
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• Business Development• Executives• Your Whole Team
CONTENT MARKETING ROLES
• Newspotter• Idea Generator• Project Manager• Strategist• Graphic Designer• Writer• Editor• Distributor• Cheerleader
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TYPES OF CONTENT
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FormatsBlog Posts
Videos
eBooks
Research Results Podcasts
Tweets
Events
Seminars
CREATE VS. CURATE
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Non Retweets Retweets0
0.5
1
1.5
2
2.5
3
3.5
Percentage of Tweets that Include Self Ref-erence
Source: Dan Zarella
EXAMPLE
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Q&A
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THANK YOU
• Email: [email protected]
• Website: www.rightsourcemarketing.com
• Blog: www.marketingtrenches.com
• Twitter: @tracycgold@rightsource
• Facebook: facebook.com/rightsource
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