Create Something

Remark[et]able

How to do good content marketing

am i?Who

Digital StrategistEarly AdopterDesignerFormer Social Media Club SecretaryCreative/UX DirectorGoogle Glass Explorer

Web-Mobile-Print-Video-Social

Michael Durwin

Fuseideas

Clients: HBOMicrosoftGMCDisneyESPNAmazonABCLiberty MutualJ JillComcast

is content marketing?

What

Content Marketing

Wikipedia: any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.

Synonym: inbound marketing

Content Marketing

Value + (entertaining/informative)

Free

hard sell + (boring/vague)

Paid

Blog PostsArticlesVideosInfographicseBooksDigital MagazinesWebsite CopyProduct DescriptionsPodcastsNewslettersWhite PapersResearch ReportsWebinarsSlideshowsCase StudiesReviewsImagesGamesMemes

What Is Content?

Your BlogYour WebsiteOther BlogsPartner WebsitesFacebookLinkedInYouTubeTwitterGoogle PlusPinterestInstagramPodcastsApp StoreFlickrPress ReleasesNewslettersDribbbleLive EventsPublications

Where to Put Content?

Content MarketingDoes Not Try To:

Convert Customers Directly

Content MarketingDoes Not Try To:

Acquire Leads Directly

Content MarketingDoes Not Try To:

Make Sales Directly

Content MarketingDoes Not Try To:

Content MarketingDoes Try To:

Create Familiarity

Content MarketingDoes Try To:

Build Trust

Content MarketingDoes Try To:

Establish Credibility

Content MarketingDoes Try To:

Increase Likability

Content MarketingDoes Try To:

Quality IndicatorsSocial Scores

Likes+1sSubscribesSharesCommentsVotesRetweetsLinksViewsMentionsClicksDownloadsPlays

High Quality & PopularContent

Quality Indicators/Social Scores = Website Visits & Search Engine Rankings

John Deere 1895

Michelin Guides 1829

Guinness Book of World Records1955

Content MarketingIs Not New

It Just LooksDifferent Now

It Just LooksDifferent Now

It Just LooksDifferent Now

It Just LooksDifferent Now

It Just LooksDifferent Now

use content marketing?

Why

of consumers are more likely to buy from a company that delivers custom content.

61%61%

Companies with active blogs receive

97%97%More

leads

of users’ time is spent surfing the Internet on content-led websites.

20%20%

marketers are doing content marketing right & wrong

How

of their marketing budget on content.

42%42%

Companies with less than 10 employees spend

of CMOs believe content marketing is the future

78%78%

have a content marketing strategy

50%50%

Desired ContentBrands vs.

Consumers

Consumers

Brands

Office MaxGame

36 million visits, 11 million elves shared

Centers for Disease ControleBook

Web traffic increased 10x

Twitter following increased 100x

Cost: $0

Boston TechnologiesLanding Page &

eBook

Landing page with eBook download

5000% increase in leads

#1 unpaid Google result

8 man hours, $0, 3 years ago

Star TrekFacebook

Star TrekFacebook

X

5,333,442 potential Likes2,886,724 potential comments

videos and images in press releases increases views by

45%45%

PRNewswire

Add images to an article to increase viewing by

94%94%

Skyword

videos on landing pages increased conversions by

86%86%

more likely to be shared than links

10x10xVideosAre

more popular than links5x5xImages

Are

when infographicsare added

12%12%

Website trafficincreased

to improving your content marketing

Tips

ContentFormula

QualityContent

Self-Promotion

Tip 1Leverage

A) spread a single bit of content over multiple content forms: tweets, infographics, images

B) test content effectivenessC) survey customers about preferred content

formatD) repurpose and repackage assets and data

Tip 2Infographics

A) use credible sourcesB) create a blog post around your infographicC) promote with a press releaseD) break into screenshots for Twitter, Instagram,

Facebook, LinkedIn, Pinterest then link back to blog post

E) schedule multiple SoMe postsF) no designer to agency? Use visual.ly, Infgr.am,

PiktochartG) submit to StumbleUpon, Delicious, Reddit, or Digg

Tip 2bInfographics

A. submit to infographic aggregators:dailyinfographic.comcoolinfographics.cominfographicsshowcase.comsubmitinfographics.cominfographicsarchive.comvisual.lyinfographicjournal.com

Tip 3Video

A) get a smartphone & video editing appsB) publish on YouTube, Vine, Instagram, Facebook,

PinterestC) use screenshots to promote on sites that don't show

video thumbnailsD) start with HD and scale downE) don't forget the music

Tip 4Images

A) a picture is worth 1000 words, say more with less

B) ALWAYS include an image with a SoMe post or blog

C) get a Flickr account and learn about Creative Commons licensing

D) NEVER use images from Google image searchE) ALWAYS include image attributionF) use search relevant file names

Tip 5Webinars & Slide

Decks

A) YOU cannot designB) use interesting titlesC) use provocative imagesD) choose soft sell over hard sellE) create value through problem solvingF) don't be afraid to advertise

Tip 6Articles & Blog Posts

A) don't overuse keywordsB) use provocative titlesC) reference your other blog posts and other blogs with linksD) include contact info in articlesE) use imagesF) don't forget the subscribe buttonG) make sure your site/blog allows sharing and comments

what can I answer for you?

Questions

www.engine-east.cominfo@engine-east.com617.840.2618

Contact

what can I answer for you?

Infographics