Download - Content Marketing: Trends to Reality

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Content Marke+ng: From Trends to Reality

Digital Learning Webinar

Presented by: Melissa Harrison, Allée

for


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


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.


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


We’re all in a different phase

*Al7meter Group’s Content Marke7ng Maturity Model


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.


Content Marke+ng Tac+cs


Content Marke+ng Tac+cs

•  Blog •  eBooks and Whitepapers

•  Infographics •  Podcasts •  Social Media

•  Video •  Webinars


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.


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


Sample SM Conversa+on Calendar


Sample Blog Calendar


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.


Prevent your brand from becoming anit-‐social


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


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


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?

Download - Content Marketing: Trends to Reality

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