DEVON GARDNER AND WILL PRICE

@MSDEVONVICTORIA

@THE_MOMENTUM

@IMARKETINGINC

Champagne Taste on a Beer Budget: How to Run a Successful

Content Marketing Campaign

Content MarketingPhases

•Planning

•Ideation

•Research

•Creation

•Promotion

UNDERSTANDING YOUR GAME PLAN & TOOLS TO HELP LAY IT OUT

PLANNING

PLANNING •READ!

•SUBSCRIBE!

•DOWNLOAD!

Read• The amount of resources available is truly amazing.

• For Content Marketing advice, tips, tricks and other goodness, consider reading articles from

• Contently

• Marketo

• Content Marketing Institute

• Web Designer News

• Hubspot

• Convince and Convert

• Kapost

• Curata

Subscribe•Nearly every resource

available is subscription based, beyond what is on site.

•You’ll have articles coming into your inbox immediately, negating the need to going and finding them.

•Plus, they might even serve as inspiration you never knew you wanted.

•Best, of all, it’s free.

Download• The added benefit of subscribing to newsletters is you’ll be one

of the first to know about new assets made available by industry leaders.

• Download eBooks and Guides, along with templates and tools (all for free… in exchange for an email address) and kickstartyour content marketing initiatives.

TOOLS TO PROVIDE DATA & HELP GET YOUR CREATIVE JUICES FLOWING

IDEATION

IDEATION •Social Listening

•Inspiration Galore

•The Ol’ Brainbox

Social Listening•[THE SOUND OF ONE BRAND CLAPPING]

• If a brand publishes content, but no one wants to read it, was it really published?

Employ the use of social listening tools to:

• Gain insights into content performance for topics and competitors.

• Get in touch with influencers sharing content in your industry.

• Monitor trends in your industry to guide your content into appropriate realms.

BuzzSumo•Analyze what content performs best for any topic or competitor

•Free or $99+ per month

Inspiration Galore• IMITATION INSPIRATION IS THE SINCEREST FORM OF

FLATTERY

• Look around to see what’s out there.

• Design inspires. Copy ignites. Anything can be everything.

• The web is not a cold dead place.

Inspiration Galore• A few bookmarks the Content team at IMI frequents…

• Niice.co – Great designs. No crap.

• Behance.net – A content paradise. Artist profiles and design inspiration for days.

• Awwwards.com – Efforts from the web’s best designers, developers and agencies. Mind? Blown.

• HongKiat.com – Technology. Design. Inspiration. A mix of everything. Tips and tricks included. Everyone loves those.

• Abduzeedo.com – Daily design inspiration to get your brain thinking like it has never thought before.

• Ffffound.com – Tumblr-like layout with visual inspirations ranging from unique photography to branding and everything in between.

• EliteDaily.com / Four-Pins.com – If for anything a break from the industry jargon and revisit to what engaging content looks like. You’re welcome.

The Ol’ Brainbox• Sometimes you just need to think…

• “What does our audience (both passive and active) want to see/relate with?”

• “What intrigues our audience based on what we already know?”

• “How do we expand our message beyond brand and into the lives of our audience?”

• “What do we want people searching for to find us?”

• “What are we searching to find us?”

• “What are our competitors doing? And how do we do it better?”

• “How do we get original yet remain on brand?”

TOOLS TO HELP YOU LAY OUT YOUR PLAN

STRATEGY

STRATEGY •BuzzSumo

•Google Trends

•Shopping Insights

BuzzSumo•Understand most frequent content type, social channel shares, week day, etc.

Google Trends - Free• Get the low down on search history, locations, industry types

and related keywords to help guide your content.

Shopping Insights - Free• Especially valuable for e-commerce and B2C businesses.

Understand shopping trends for local campaigns and larger content pieces to drive sales.

TOOLS TO HELP YOU FIND THE DATA YOU NEED

RESEARCH

RESEARCH •Organic Search

•Content Repurposing

Organic Search• With your topic nailed down, start with an organic search to

dig deeper into it. … And keep going.

Repurposing Content• Find articles and related content including your topic and use

similar information readily available.

TOOLS TO HELP YOU BRING YOUR CONTENT TO FRUITION

CREATION

CREATION •PicMonkey

•Canva

•Stock / Custom Photography

•Content Editor

•Interactive Content

•Data Visualization

•Fonts and More

PicMonkey•Simple Photo Editor

•Best for cropping, resizing, filters, text or graphic overlays, collages.

•Free

Canva•Simple Photo & Graphic Editor

•Best for creating specific content pieces

•Free to $12.95/person/month.

Canva•Simple Photo & Graphic Editor

Stock Photography•**Shudder**… Stock

photography.

•Ditch the boring, and try something new.

•TheStocks.im

• Stock photography that goes beyond perfect couples and smiling bosses.

•Free (but make sure you check permissions)

Custom Photography•Stock photography not

your cup of tea?

•Get custom images for as little as $25. And they will be uniquely yours.

•Snapwire

• Custom photography on request.

•$25 – Whatever (depending on request)

Content Editing•Exceptional copy and

the fewest errors possible.

•Save yourself and your copy from yourself.

•Grammarly.

• Editing software you didn’t now you needed until you tried it.

•Free – $140/year (depending on package)

Get the plugin for on-the-go editing within web browsers

Interactive Content•Give users their own

customized experience with your brand and content.

•Get Boombox.com

• Create custom quizzes, surveys, polls, listicles(ew) and more.

•Free – $200/year (depending on package)

Data Visualization • Infographics, maps and other

forms of data visualization can be expensive.

• If you don’t mind a non-white-labeled graphic, consider…

• Infogr.am

• Custom infographics, maps and charts for free (well, kinda).

• Free – $166/month (depending on package)

Fonts and More• Anyone can type in “free fonts”

and get the standard sites. But what if you want more? WHAT THEN?

• For free fonts, fonts discounted like nobody’s business, patterns, textures, backgrounds and imagery, it’s in your best interest to visit (and subscribe to)…

• DealJumbo.com

• Subscribe to get daily freebies and access to unique assets.

• Free (to subscribe)

TOOLS TO HELP YOU GET YOUR CONTENT SHARED & CONSUMED

PROMOTION

PROMOTION •BuzzSumo

•InkyBee

•HootSuite

•Native Advertising Networks

BuzzSumo•Target social influencers to reach out to.

InkyBee•Target bloggers to pitch your content to.

•$79+/month

InkyBee•Develop blogger lists based on relevant stats.

InkyBee•Develop blogger lists based on relevant stats.

HootSuite•Send content out across social channels

•Engage in relevant conversations.

•Free, $8.99/month, or enterprise custom

Native Advertising•Social Media

•Facebook: Boosted Posts, Website Clicks, Conversions, Video Views,

•Twitter: Tweet Engagement, Website Clicks, Conversions, Video Views

•Content Amplification

•Outbrain

•Gravity

TOOLS TO HELP YOU UNDERSTAND THE VALUE OF YOUR EFFORTS

ANALYTICS/REPORTING

ANALYTICS & REPORTING

•Google Analytics

•InkyBee

•MozBar

•Shared Count

•Keyhole

Google Analytics•Referral traffic, quality of traffic, UTM tracked links, conversions, etc.

•Free

InkyBee•Track successful pitches

MozBar•Gather SEO and Social Data

•Free download on Chrome and Firefox

Shared Count•See how much your content is shared, liked, pinned and more.

•Free or $40 - $450/month for more API calls.

Keyhole•Track keywords, hashtags or URLs on Twitter and Instagram

•Free, or$129/mo

QUESTIONS?

Thank You