help - i'm a content marketer! 15 tips presentation ontheedge birmingham sept 2013

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Help I’m a content marketer @renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13 @ 15 easy to implement content tips you can start using tomorrow with René Power Digital & Business Development Director, BDB Help – I’m a content marketer!

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Page 1: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Help I’m a content marketer

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13@

15 easy to implement content tips you can start using tomorrow

with

René PowerDigital & Business

Development Director, BDB

Help – I’m a content marketer!

Page 2: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

The challenge of contentThe challenge of content

The challenge of content

Page 3: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Running before you can walk?

Not cool.

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 4: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Being seduced by the dark side of technology?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 5: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Not seeing results?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 6: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

You’re not alone

Whilst 56% saw content marketing have an impact on sales:

15% said they saw 'little or no increase’

29% simply did not know the impact of content marketing

Half of marketers (46%) find demonstrating content ROI a key challenge.

2013 Content Marketing Benchmarking Report

You’re not alone

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 7: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Your world changed

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 8: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

‘Old’ marketing doesn’t work any more

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 9: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

There’s too much noise

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 10: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

And too much competition…and too much competition

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 11: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Tomorrow: Rethink how you push material out to customers and consider it from their perspective

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 12: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Getting started

Getting started

Page 13: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Assign responsibilityAssign responsibility

Tomorrow: Can you identify a managing editor and a few contributors?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 14: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Visit watering holesVisit watering holes

Tomorrow: Check out one media site, Linkedin group, portal or trade association to identify opportunities

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 15: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Map content to buyersMap content to buyers – Establish

your value add

Tomorrow: Establish what the absolute benefit you provide?

Access your media everywhere

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 16: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Audit what you haveAudit what you have

Tomorrow: Ask everyone in the organisation for one highlight from the last twelve months

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 17: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Content audit template

Tomorrow: Match what customers are looking for in groups to what you offer

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 18: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Curation and creation

Curation and creation

Page 19: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Curate

Curator [Cu-ra-tor]Noun: A keeper or custodian of a museum or

other collection

Curate

Tomorrow: Use ONE of the following cool ‘curation’ tools….

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 20: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Source content with Feedly

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 21: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Twitter / Twittersearch

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 22: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Maximise internal ideas with Yammer

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 23: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Create new content

Create new content

Tomorrow: Repackage existing content > release to blog to newsletter to case study to whitepaper

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 24: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

PR is the bedrock of content marketing

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Most used >> Most effectivePress releases Case studyBlog posts WhitepaperCase studies Video

PR: the bedrock of content marketing

Page 25: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Evernote case study marketing

Tomorrow: Check out the case study http://bit.ly/181fhoo

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Using case studies

Page 26: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Ten things you could blog tomorrow

Repurpose a press release, upload a presentation, manual and more

Comment on a news story affecting your industryComment on latest research / dataWrite a round up once a week of your industryProvide an industry resource listReport on an event – this event?Write up a customer case studyOffer a guest post (and reciprocate) Solve an industry problemTake a provocative stance on something that

needs to change

Tomorrow: Put a blog post (or news story) on your website and tell people about it!

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Ten things you could blog tomorrow

Page 27: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Intercom cool blogging

Page 28: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Eshots and enewsletters

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Eshots and enewsletters

Page 29: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Packaging sector whitepapers

• See ebook – Bosch, Toledo in packaging

Using whitepapers

Tomorrow: Establish one industry problem you can write a guide about

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 30: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Zendesk using video

Tomorrow: Check out http://www.zendesk.com/why-zendesk

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Using video

Page 31: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Staying organised

Staying organised

Page 32: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Create a calendarCreate a calendar

Tomorrow: Plan & be realistic. Start out with one post, one news story a week, one piece of lead gen content a quarter, one eshot a quarter

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 33: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Never miss an idea with Evernote

Tomorrow: Sign up to Evernote for free and try it out – great for those long commutes!

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Never miss an idea with Evernote

Page 34: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Define what success will look likeDefine what success will look like

Tomorrow: What does success look like to you? Build activity to achieve it whether vanity or sanity

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 35: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Your one-a-day prescription for the next 3 weeks!

1. Customer perspective

2. Contributors

3. Watering holes

7. Curation tool

8. Repackage one

element as blog

9. Case study

4. Absolute USP benefit

5. Highlights

6.Match propositions & requirements

10. One news story

11. One industry

problem

12. Video

Extras:

16. Subscribe to my blog

17. Buy my book from Amazon (or ask nicely for a

free review copy)

13. Plan / calendar

14. Ideas capture

15. Success metrics

Your one-a-day prescription for the next 3 weeks!

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 36: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

Image / reference credits

1 – Devices http://www.geekazine.com/special/pressreader-electronic-newspapers-ces-2013/ 3 – Runner http://www.marksdailyapple.com/physical-effects-poor-training-marathon/#axzz2exskx4Nr4 – Apple Death Star http://geardiary.com/2012/10/05/my-journey-to-the-dark-side-er-apple-is-complete/5 – Paul Lambert http://images.football365.com/13/01/800x600/Aston-Villa-v-Southampton-Paul-Lambert-pa_2884893.jpg 6 – Animation

http://2.bp.blogspot.com/_oHmrz8xVAH8/TSU7L9Jz9dI/AAAAAAAAAQw/I9PutMsyVTo/s200/dans-poor-performance-lg-14402296.jpg 7 – People http://www.noexcuseshr.com/2013_04_01_archive.html 8 - Marketing http://mkt4pontozero.blogspot.co.uk/2011/02/conversa-novo-marketing-30.html 9 – An Internet minute http://www.mediabistro.com/alltwitter/internet-minute_b38168 11 – Service http://debbielaskey.blogspot.co.uk/2012/04/tale-of-marketing-and-customer-service.html 13 - Batman http://communicatebetterblog.com/root/ 15 - Added value http://www.creativ.com.au/ipad-application-developers/ 16 – Content audit http://www.madhavighare.com/web-writing/what-is-a-content-audit 17 – Content audit template http://johnmccrory.com/2011/10/the-handy-dandy-content-audit-template/ 23 – B2b content types http://www.marketingprofs.com/charts/2013/10888/how-b2b-content-impacts-buying-decisions-infographic 27 – Intercom blog http://insideintercom.io/if-its-important-dont-hack-it/ 29 – Screen grabs from www.packworld.com 32 – Calendar http://carmencollins.files.wordpress.com/2011/08/content-calendar.jpg 33 – Evernote http://www.macstories.net/news/evernote-announces-major-redesign-of-ios-app/

Additional resources: Hubspot

Image credits

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13

Page 37: Help - I'm a content marketer! 15 tips presentation ontheedge Birmingham Sept 2013

MY 330 page Kindle eBook on B2B digital marketing available now at Amazon

This and hundreds of other guides and resources are available to Smart Insights Expert members.

[email protected] @renepower http://marketingassassin.co.ukblog

http

More on content marketing?

@renepower www.marketingassassin.co.uk www.bdb.co.uk #edgebham 19/9/13