emmecon how to build a content marketing machine

© 2013 InfiniGraph, Inc. #EmMeCon

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Chase McMichaelCo-Founder CEO, InfiniGraph.com

And, live to tell about it

How to Build a Content Marketing Machine

Special Thanks to Dr. Natalie PetouhoffFor key slide in this presentation


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THERE’S A NEW WAVE OF BRAND BUILDING

© 2013 InfiniGraph, Inc. #EmMeCon 4

Logos are staticThey don’t talkThey don’t have conversationsThey don’t engage

Brands are boring stories “content” are the lubricant to sales @chasemcmichael #EmMeCon


Brands… NOW must become

Social EXPERIENCES


Strategy vs. Just DOING

• Do you know your customer?

• What are they acting on?

• Who achieves high engagement?

• End results – Leads, Sales, Branding?

Content makes your readers better informed and empowered @chasemcmichael #EmMeCon


Define what you want

clearly define what you are looking to get out of it.

a marketing formula to know: audience + authenticity = influence @chasemcmichael #EmMeCon


Data driven PLAN = Better Content

Industry trends tells you what’s working - stop reinventing the wheel @chasemcmichael # EmMeCon


Because Marketers are in…

Make The Connection


George Takei IS “ENGAGEMENT”

>3M Talking About This


Let’s lookaT one of the

photos he shared…

179,224 Likes

313,953 Shares


Engagement: How Its Shared

*Source: Stamen https://vimeo.com/50730773

• Starts from George• People share it• Shares spawn new

shares

http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions

The two colors are gender

July to September 2012

https://vimeo.com/50730773


Engagement is Content Engagement

All that sharing

is what’s causing

the

BIG DATA

Explosion!!!

Where content is: status updates, links, photos, videos, etc…


>3.5B of Content Shared / Week

How can marketers make sense of all this BIG DATA?


There is VALUE in SOCIAL & DIGITIALINTERACTIONS…


keyword-based social media monitoring and listening

And that’s necessary and good to do

but….

Many people have turned to keyword-based Platforms to understand what customers are

saying


Marketers Must Know

Engagement determines business success by increasing:

• Positive sentiment• Share of voice • Awareness, interest,

consideration, intent• Lead conversions rates & sales• Loyalty, advocacy & referrals…

What drives engagement?


Why Now What HAPPEN?

• We have move from a KEYWORD world to an INTEREST GRAPH world.

• Content programming is now an integrated view with a specific eye on consumer behavior = Competitive Weapon

You are not the only brand connecting and communicating with your customers.


To measure & compare engagement requires something new…

Based on customer’s collective:

• Actions• Interests• Needs• Wants• Dreams• Behaviors….

That’s where interest graph data comes into play

Think Different

That’s how you gain an

emotional connection


The first two phases were driven by the:1. Innovators

2. Early Adopters

WHAT’S SHIFTING

THE NEED FOR SOCIAL MEDIA ROI?

We’re in the “third wave” of social.

They don’t need a business case to adopt

something NEW


5

• They are driving the questions about social media ROI

• They want proof before they’ll get on board for larger social media budgets

But the early majority are pragmatists…


$OLUTION:measure engagement

know for sure if The Content is

driving marketing $uccess

$OLUTION:


• Most brands didn’t realize they were going to become content creators and publishers

• They don’t have the budget to create enough great content to be effective at engaging their customers

• And the cost to promote content – can be prohibitive

The challenges and the truth is…


Step 1: Gather InsightsStep 4: Create Engaging Content

Step 3: Find Your Audience

Step 5: Design Sticky Engagement

Step 6: Stop the Politics; Gain Org Alignment

Step 2: Create a Measurement Program

Need a Strategy for Return on investment

24

7 Steps To Fast Track Success Step 7: Iterate and Pivot

Based on the UCLA Course


With your score, Your brand is ready to go to the next level…

Are You Ready?


Top companies are wondering how to take their social media initiatives to the next level…

• Do more of the right things

• Put structure around what is unstructured

• Benchmark “As Is”

• Create a strategy and plan

• Track the progress

• Gather the right metrics

• Create and sustain world-class social media brand


Social Media Assessments place you and your brand in a leadership position…

5

• Clear answers and strong guidance• A distinctive voice• A competitive advantage

Be The Leader


Know your audience

• What’s your customers brand affinities? “Interest”

• What channels are they most using ?

• What’s their influencers creating?

Social data is one of the most powerful ways to segment your audience @chasemcmichael # EmMeCon


Converged Media Is Here

Work content across all channels and double down on paid when earned shows traction @chasemcmichael #EmMeCon


What’s Relevant

A more engaged audience is a more valuable audience @chasemcmichael # EmMeCon


What’s Trending?

Content is the social lubricant to sales @chasemcmichael #EmMeCon


Competitive Insights – Industry Trends

Before you start have a plan!

• Indentify – • Effective content• brand driving the

conversation• engagement themes

Content is the essence and substance of your brand's conversation with your audience @chasemcmichael #EmMeCon


Key platforms for content marketing

• Business blogging• eBooks and Whitepapers• Webinars and Webcast• Video• Email Newsletters• Sponsored Content• Speaking engagements

Content marketing isn’t just the future, it’s the present @chasemcmichael #mus13


Develop Your Content Marketing Plan

• Create an editorial calendar• Original, Paid and Curated

• Clearly define the process• Use data to support:

• Amount of content• Type of content• Frequency • Timing

Relevant useful niche content can convert niche audiences @chasemcmichael #mus13


What Channel Is Best

The question is less of scaling content for mass reach and more of scaling content for many niche audiences @chasemcmichael #mus13


Blogs are your Content HUB

• Blogs are owned media• Blogs are a form of social

media• Blogs support search

optimization

• NOTE: have your own URL • http://blog.infinigraph.com• Host your own blog

“Wordpress” etc • Hook in with social

Your blog is like the bottle and your content is the wine - make more wine @chasemcmichael #EmMeCon

http://blog.infinigraph.com/


Curation is Vital

Focus on creating content that drives leads or sales @chasemcmichael #EmMeCon

• Be a thought leader• Surface content

that’s relevant to your industry

• Make your HUB a discovery zone

• Give people a reason to follow you


Track Content Marketing Results

Web traffic is not a good enough ROI measurement for content. Time spent, engagement, conversion, etc.. are! @chasemcmichael #EmMeCon

Room214 Case study


How to make the best decisions

Increasing engagement& the effectiveness of your

Social Media & Marketing SpendYour homework is to master:1.Knowing what format of content to create2. Knowing where their engagement stacks up compared to their

competitors3. Knowing what channel to post on4. Knowing when to promote the content so it’s seen5. Knowing what type of fans to engage with6. Creating a lot of that great content7. Saving money on content creation by curating highly trending content8. Creating an editorial calendar for posting/ reposting content9. Making smart choices on ad buys & marketing partnerships


Free eBooks – Knowledge

http://bit.ly/ContentROI http://bit.ly/7_Strategies


Go here to get your brand’s report: http://smo.infinigraph.com


Thank You!

@chasemcmichael@infinigraph

http://smo.infinigraph.comhttp://www.infinigraph.com

YouTube /infinigraphSlideshare /infinigraph

Great Social Engagement Is About Knowing what drives engagement