content marketing - site socal

38
Capture, Connect and Communicate with Content Marketing Jessica L. Levin, MBA, CMP

Upload: jessicalevin

Post on 24-May-2015

154 views

Category:

Business


4 download

TRANSCRIPT

Page 1: Content Marketing - SITE SoCal

Capture, Connect and Communicate with

Content Marketing

Jessica L. Levin, MBA, CMP

Page 2: Content Marketing - SITE SoCal

About Me About My Company

 @Jessicalevin  

Page 3: Content Marketing - SITE SoCal

Just the Facts

•  B2B Marketers allocate approximately 26% of their budgets to content marketing

•  The biggest challenge facing content marketers (36%) today: Producing Engaging Content

•  51% of content marketers plan to increase their budgets over the next 12 months

•  Source: Marketo

Page 4: Content Marketing - SITE SoCal

Just the Facts

The most popular content marketing tactics used by businesses today include: •  Social Media (79%) •  Article posting (78%) •  In-person events (67%) •  eNewsletters (61%) •  Case Studies (55%)

Source: Marketo

Page 5: Content Marketing - SITE SoCal

WHAT THE HECK IS CONTENT MARKETING?

Page 6: Content Marketing - SITE SoCal

Video

Blogs

Newsletters

Interviews

Photos

Community

Apps

Social Media

Events

Website

Podcasts White Papers Case Studies

QR Codes Surveys

Infographics

Page 7: Content Marketing - SITE SoCal
Page 8: Content Marketing - SITE SoCal

Strategy

Planning

Access

Strategy  

• What  do  you  want  to  accomplish?  Goals  and  Objec?ves?  

Evalua?on  

• Based  on  your  goals  and  resources  which  channel(s)  are  best  for  your  organiza?on?  

Planning  

• How  are  you  going  to  accomplish  your  goals?  Scheduling,  etc.  

Implementa?on  •  Just  Do  it!  

Measure  • What’s  working?  What’s  not?  

Page 9: Content Marketing - SITE SoCal

Content Marketing Checklist

Factor   Things  to  Consider  

Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?  

Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?  

Audience   Where  does  your  market  get  it’s  content?  

Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?  

Technical     Is  programming  involved?  Will  training  be  needed?  

Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?  

Page 10: Content Marketing - SITE SoCal

Mommy, Where Does

Content Come From?

Page 11: Content Marketing - SITE SoCal

Who Provides Fuel for Thought?

•  Attendees •  Vendors •  Staff •  Speakers •  Competitors (Coopetition) •  Industry •  Government •  Random

Page 12: Content Marketing - SITE SoCal

Content Sources

•  Twitter, Facebook, LinkedIn, Google+ •  Magazines •  Newspapers •  Blogs •  Suggestion Tools (Zite, Feedly,

Stumbleupon) •  Conversations •  TV/Radio

Page 13: Content Marketing - SITE SoCal

Newsletters

Format •  Paper vs. Electronic •  Frequency •  Contributors

Audience •  Members/Clients •  Potential Members/

Prospects

Have  you  considered  sending  

abbreviated  versions  to  prospects?  

Page 14: Content Marketing - SITE SoCal

Webinars

Live vs. Prerecorded

Free vs. Paid Members/Attendees

Only?

Selling During a Webinar: OK or Not OK?

Virtual Passes

Page 15: Content Marketing - SITE SoCal

Interviews

Interviews  can  be  great  teaser  content  for  mee?ngs  and  

events.  

Page 16: Content Marketing - SITE SoCal

Blogs

Page 17: Content Marketing - SITE SoCal

Blogs

Page 18: Content Marketing - SITE SoCal

Video

Page 19: Content Marketing - SITE SoCal

Surveys

Providing an executive

summary can be a great

marketing tool.

SHRM has a great example

of content marketing with

preferred pricing for

members.

Page 20: Content Marketing - SITE SoCal

Social Media

New  kid  on  the  block!  

Page 21: Content Marketing - SITE SoCal

Graphical Sharing

•  Photo boards that express personal interests.

•  Can be used by people or brands. •  Great for visual products. •  Huge trend in graphical social networks.

Page 22: Content Marketing - SITE SoCal

Customized Pinterest Boards

Page 23: Content Marketing - SITE SoCal

Brands on Pinterest

Page 24: Content Marketing - SITE SoCal

Brands on Pinterest

Page 25: Content Marketing - SITE SoCal

Community

Peer-to-Peer Communities Encourage Content Generation Through Interaction Discussion and

Knowledge Sharing!

Page 26: Content Marketing - SITE SoCal

BUT, WE CAN’T GIVE IT AWAY…

Page 27: Content Marketing - SITE SoCal

Marketing

Page 28: Content Marketing - SITE SoCal

Lead Generation

Page 29: Content Marketing - SITE SoCal
Page 30: Content Marketing - SITE SoCal

SEO Know Thy

Page 31: Content Marketing - SITE SoCal

Benefits of Membership

Page 32: Content Marketing - SITE SoCal

Member Benefits

What  content  is  unique  enough  for  members/aQendees  only?  

Page 33: Content Marketing - SITE SoCal

Thought Leadership

Page 34: Content Marketing - SITE SoCal

Thought Leadership

Is Your

Organization

a

Rockstar?  

Page 35: Content Marketing - SITE SoCal

Where to Spend Your Time?

Page 36: Content Marketing - SITE SoCal

Content Marketing Checklist

Factor   Things  to  Consider  

Goal   AQrac?ng  new  aQendees?  Keep  ‘em  coming  back?  

Time  Available   How  much  ?me  does  the  channel  take  per  day/week/month?  

Audience   Where  does  your  market  get  it’s  content?  

Time  Sensi?vity     How  quickly  does  you  message  need  to  get  out?  

Technical     Is  programming  involved?  Will  training  be  needed?  

Budget   Do  you  have  money  to  outsource  wri?ng,  etc.?  

Remember This?

Page 37: Content Marketing - SITE SoCal

Sample Content Schedule: National Pudding Manufacturers and Retailers Conference

Date   Channel  (S)   Topic   Who  

Week  1  

February  20,  2012   Blog   Pudding  Sales  on  the  Rise   JL  

February  21,  2012   Facebook/TwiQer   Organic  ingredients   MC  

February  22,  2012   YouTube   Teaser  from  keynote  speaker   JL  

February  23,  2012   Facebook  /TwiQer   Tips  about  mee?ng  des?na?on   MC  

February  24,  2012   Facebook/TwiQer   Promote  aQendees  content   MC  

Week  2  

February  27,  2012   Blog   Green  Pudding  Manufacturing   JL  

February  28,  2012   Facebook/TwiQer   Green  manufacturing  trends   MC  

February  29,  2012   Facebook/TwiQer   Retail  marke?ng  trends   MC  

March  1,  2012   Monthly  Podcast   Interview  with  pudding  retailer   MC  

March  2,  2012   Facebook/TwiQer   Promote  aQendees  content   MC  

Page 38: Content Marketing - SITE SoCal

“The Speakers Who Don’t Leave”

Jessica  L.  Levin,  MBA,  CMP  President  and  Chief  Connector  Seven  Degrees  Communica?ons  

@jessicalevin  www.linkedin.com/in/jessicalevin  

jlevin@sevendegreescommunica?ons.com  908-­‐912-­‐4418