content marketing: trends to reality

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Think. Create. Communicate. alleecreative.com Content Marke+ng: From Trends to Reality Digital Learning Webinar Presented by: Melissa Harrison, Allée for

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Content marketing has moved from a buzz word to reality. If you’re not using (or thinking about using) content marketing you could be missing the opportunity to engage with your audience and expand your brand. So what are the trends for 2012 and how can you be a part of it all? During this webinar, I discussed trends in content marketing and how you can implement these into your own marketing strategies.

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Page 1: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

Content  Marke+ng:  From  Trends  to  Reality  

Digital  Learning  Webinar  

Presented  by:  Melissa  Harrison,  Allée  

for    

Page 2: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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  

Page 3: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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.  

Page 4: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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  

Page 5: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

We’re  all  in  a  different  phase  

*Al7meter  Group’s  Content  Marke7ng  Maturity  Model  

Page 6: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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.  

Page 7: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

Content  Marke+ng  Tac+cs  

Page 8: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

Content  Marke+ng  Tac+cs  

•  Blog  •  eBooks  and  Whitepapers  

•  Infographics  •  Podcasts  •  Social  Media  

•  Video  •  Webinars  

Page 9: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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.  

Page 10: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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

Page 11: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

Sample  SM  Conversa+on  Calendar  

Page 12: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

Sample  Blog  Calendar  

Page 13: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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.  

Page 14: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

Prevent  your  brand  from  becoming  anit-­‐social  

Page 15: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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  

Page 16: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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  

Page 17: Content Marketing: Trends to Reality

Think. Create. Communicate. alleecreative.com

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?