transforming your firm into a content marketing powerhouse - smps build business 2013

SMPS Build Business 2013

Transforming Your Firm Into aContent Marketing POWERHOUSE Josh Miles // Holly Bolton

@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSEFriday, July 26, 13

@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSE


Today’s outline:What is Content Marketing?

Why should your firm be doing it?

How can you create great content?

Who are the firms doing it well today?

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Let’s take a poll:Let’s take a look at how you’re already doing content marketing at your firms today!

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Josh Miles- Principal and founder of Miles Design, branding firm specializing in brand and website design for professional services

- Frequent speaker on marketing, branding, and social media

- Author of Bold Brand: The new rules for differentiating, branding, and marketing your professional services firm

MilesDesign.com // BoldBrand.com

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Friday, July 26, 13



It’s a conversation!- Ask questions!

- Keep it interactive!

- Tweet along!

@joshmiles @hollybolton

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Holly BoltonFSMPS, CPSM

- Director of marketing and marketing communications consultant at CE Solutions, a structural engineering firm

- 2011-2013 Chapter Delegate for the SMPS Board of Directors

- Co-author of 2011 SMPS Foundation White Paper, “The Client’s Use of Social Media and Social Networking”

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@joshmiles @hollybolton #SMPS2013Content Marketing POWERHOUSEFriday, July 26, 13


Bold Brand: The new rules for differentiating, branding and marketing your professional services firm.

boldbrand.com

20% OFF: “SMPS2013”

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Get the notes & handouts!Get all of today’s goodies!

milesdesign.com/content Or just hand us your business card!

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Content marketing?

First let’s define some terms:

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Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.

Communicating… without selling.”

“

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5SponSored by

B2B Content Marketing Usage (by Tactic)

0

20

40

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edia

– Oth

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an Bl

ogs

Artic

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Web

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eNew

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udies

Video

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In-p

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Web

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Rese

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Micr

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ooks

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asts

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Annu

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ports

Licen

sed/

Synd

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tent

Gam

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amific

ation

87%83%

77%78%

70%70%69%

61%59%

44%40%38%38%

33% 32%31%29%28%27%26%

26%25%24%20%1

1%

71%

2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs

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5S

po

nS

or

ed

by

B2B Content Marketing Usage

(by Tactic)

0 20 40 60 80

100

Social Media – Other than Blogs

Articles on Your Website

eNewsletters

BlogsCase Studies

VideosArticles on Other Websites

In-person Events

White PapersWebinars/Webcasts

Research Reports

Microsites

Infographics

Branded Content Tools

Mobile ContenteBooks

Print Magazines

Books

Virtual Conferences

Podcasts

Mobile Apps

Digital Magazines

Print Newsletters

Annual Reports

Licensed/Syndicated Content

Games/Gamification

87%83 %

77%

78%

70 %70 %69 %61 %59 %44 %40 %38 %38 %33 %32 %31 %29 %28 %27 % 26 %26 %25 %24 %20% 11 %

71%

2013 B2B Content Marketing Benchm

arks–North Am

erica: CMI/M

arketingProfs

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Poll results:

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Why should your firm be doing content marketing today?

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SoMe on the water


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How can you transform your firm into a content marketing powerhouse?

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First, you have to think like a publisher.

Every product has a byproduct. What’s yours?

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Kennedy VanderLaans / AJ Huisman

- Take an inventory of what you have

- Discover how much you already produce

- What’s the big idea?

- Get beyond the brochure

- Ask your clients!

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Who is your audience?


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Persona worksheet:My Role/Story: ____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

I’m looking for: ____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

My Questions: ____________________________________________________________________

____________________________________________________________________

____________________________________________________________________

_________________________________________name

Oliver the Owner

CEO of a growing tech firm, needing to design a new corporate HQ.

The best team - high design, workplace environments—all to attract & retain top talent.

How to optimize collaboration?What are the latest trends?What does research show?What to expect throughout the project process?

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How will you creategreat content?

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ContentCalendar:- Goals, Topics, and Properties- Authors & Dates- Distribution

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Barton Malow

@joshmiles @hollyboltonContent Marketing POWERHOUSE

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FACEBOOK LINKEDIN BLOG APPS TWITTER

Define your hub.

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Hub worksheetLocation: _______________________________________________________Personas : _______________________________________________________ _______________________________________________________ _______________________________________________________Content: _______________________________________________________ _______________________________________________________ _______________________________________________________Goals / CTAs: _______________________________________________________ _______________________________________________________ _______________________________________________________

Hub NameCOMPANY BLOG

MilesDesign.com/blogArchie the architectOliver the Owner

Thought leadershipDownloadable PDFsProcess - behind the scenes

Marketing Needs AssessmentContact for new project

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What we did:- Encourage tweeting during the presentation- Bonus report recapping the presentation- Content for future articles on content marketing- Future blogs on the MD & CE Solutions web sites- Prescheduled tweets about the topic before BB- Social media shares about the presentation

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Whatever you do, do it well.

Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.”

- Walt Disney

“

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Thank you!The new rules for differentiating, branding and marketing your professional services firm.

boldbrand.com

20% OFF: “SMPS2013”

Friday, July 26, 13

Q&A?Get the slides and more:milesdesign.com/content Or just hand us your business card!

@joshmiles @hollybolton #SMPS2013

Friday, July 26, 13