executive's guide to content marketing
DESCRIPTION
Content marketing is all about attracting buyers through content that creates engagement and trust delivered through online (social media) and offline channels.TRANSCRIPT
1
Executive’s Guide to Content
Marketing
May 19, 2011Bernie Borges
2
Agenda
• The Dawn of Social Media• What Is Content Marketing?• 15 Actionable Steps• Can my people make it happen?• Measuring Results
3
The Dawn of Social Media
4
Marketing History Lesson
1950 to 2000
5
In a Transition
1990 to 2000
6
Marketing 1.0 vs. Marketing 2.0
Outbound Marketing Inbound Marketing
7
Buyers Don’t Have to Tolerate It
8
New Marketing Paradigm
Relationship Building
Content Strategy
Mindset Shift
9
New Marketing Paradigm
Inbound Marketing
10
How Did We Get Here?
11Farming 1.0
11
12Farming 2.0
12
13Telephone 1.0
13
14Telephone 2.0
14
15Computers 1.0
15
16Computers 2.0
16
17
Customers Changed Too
18
Consumers Don’t Tolerate Marketing 1.0
http://www.youtube.com/watch?v=heSudg-tfIk
19
What is Content Marketing?
http://en.wikipedia.org/wiki/Content_marketing
Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1]
20
What is Content Marketing?
21
What is Content Marketing?
22
15 Actionable Steps
1. Identify the “personas” of your target audience.
23
15 Actionable Steps
2. Identify the sources of content in your organization.
24
15 Actionable Steps
3. Develop content that speaks to the pain points of each of your target personas.
25
15 Actionable Steps
4. Develop content for each stage of your customer’s lifecycle.
26
15 Actionable Steps
5. Create an editorial calendar of your content plan.
27
15 Actionable Steps
6. Assign content production responsibilities to as many people as possible.
28
15 Actionable Steps
7. Marketing functions as traffic coordinator, not producer of all content.
29
15 Actionable Steps
8. Develop a diversified portfolio of content across different media and formats.
30
15 Actionable Steps
9. Leverage social media as communication and engagement channels for your content.
31
15 Actionable Steps
10. Define many success metrics and measure them to gauge impact of your content strategy.
32
15 Actionable Steps
11. C Level support is a must for resource allocation in developing and implementing content.
33
15 Actionable Steps
12. Produce content that has a measurable impact on sales to gain sales support.
34
15 Actionable Steps
13. Focus on educational content, not on sales-centric content.
35
15 Actionable Steps
14. Be willing to experiment with content.
36
15 Actionable Steps
15. Study content marketing in and outside your industry for new ideas.
37
Can My People Make it Happen?
• Skills Needed– Writing– Story-telling– Authentic– Responsive– Analytical
38
Moffitt Cancer Center
39
Moffitt Cancer Center
40
Sarasota Memorial Hospital
41
Sarasota Memorial Hospital
42
Sarasota Memorial Hospital
43
Sarasota Memorial Hospital
44
All Children’s Hospital
45
All Children’s Hospital
46
All Children’s Hospital
47
Facebook for Non Profits
48
LinkedIn for Non Profits
49
Be a “Magnet”
More conversation…
Bernie Borges
727-234-0952 ext. 1001
Websites: http://www.findandconvert.com
http://www.bernieborges.com
Blog: http://www.findandconvert.com/blog
Twitter: http://twitter.com/berniebay
LinkedIn: http://www.linkedin.com/in/bernieborges