content marketing: trends to reality
DESCRIPTION
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.TRANSCRIPT
Think. Create. Communicate. alleecreative.com
Content Marke+ng: From Trends to Reality
Digital Learning Webinar
Presented by: Melissa Harrison, Allée
for
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
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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.
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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
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We’re all in a different phase
*Al7meter Group’s Content Marke7ng Maturity Model
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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.
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Content Marke+ng Tac+cs
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Content Marke+ng Tac+cs
• Blog • eBooks and Whitepapers
• Infographics • Podcasts • Social Media
• Video • Webinars
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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.
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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
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Sample SM Conversa+on Calendar
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Sample Blog Calendar
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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.
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Prevent your brand from becoming anit-‐social
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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
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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
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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?