1. 1. Kelley Lynn Kassa Marketing Consultant Content Marketing Strategist, Carlton PR & Marketing @KelleyLynnK @CarltonPRM What can Content Marketing do for You?
2. 2. Agenda Who are we? What is content marketing? Why should I use content marketing? How can I use content marketing? Where do I start? Questions? Thanks!
3. 3. Who are we? Kelley Lynn Kassa 20+ years in B2B marketing 7 years focused on content marketing & inbound marketing Foodie, traveler, connector /in/kelleykassa @KelleyLynnK /klkassa foodiejourneyconcierge
4. 4. What is content marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audienceand, ultimately, to drive profitable customer action. Content Marketing Institute Graphic Credit: RivalIQ
5. 5. Why should I use content marketing? Its effective: 43% of B2C marketers consider themselves more effective (Content Marketing Institute) 36% of B2B marketers consider themselves more effective (Content Marketing Institute) Marketers who have prioritized blogging are 13 times more likely to have a positive ROI (HubSpot) It drives results: B2B marketers cite web traffic (36%) and sales lead quality (54%) as top metrics (HubSpot) 6xs more likely to achieve competitive advantage in increasing profitability (Forbes) Kraft estimates it generates the equivalent of 1.1 billion ad impressions/year through content marketing (AdAge)
6. 6. How can I use content marketing? What are your goals?
7. 7. Sales Funnel Graphic Credit: Evolve Creativity Group
8. 8. Types of Content Graphic Credit: Nmedia.biz
9. 9. Know your customer
10. 10. Map Content to Sales Funnel Sales Funnel Content Graphic Credit: Evolve Creativity Group Graphic Credit: SoloCube.com
11. 11. Where do I start? Who am I selling to? Where are they? What do they like? How do they behave?
12. 12. Related topics Social media strategy & marketing Search engine optimization Marketing automation Email marketing
13. 13. Thanks! SPARK Cowork Space Kelley Lynn Kassa klkassa@carltonprmark eting.com @KelleyLynnK /in/kelleykassa SPARKing innovation, creativity & connection! @SparkCowork /sparkcoworkspace Presentation & Resources: http://bit.ly/1SpQCy9
14. 14. Resources Instragram expert Sue B. Zimmerman Product launches, networking Mass Innovation Nights Freelance writer, speaker, communications professional Jeff Cutler Networking events - BostonTweetup
15. 15. WordPress Plug-ins Plug-in Description Aksimet Used by millions, Akismet is quite possibly the best way in the world to protect your blog from comment and trackback spam. It keeps your site protected from spam even while you sleep. To get started: 1) Click the "Activate" link to the left of this description, 2) Sign up for an Akismet API key, and 3) Go to your Akismet configuration page, and save your API key Bad Behavior Deny automated spambots access to your PHP-based Web site. Bitly Official WordPress Plug-in A plugin that replaces shared links with Bitly short urls and gives you the option of placing a widget on your site that shows your popular or most recent bitmarks, or the top results from a search of all currently popular bitly links. Please visit the plug-in settings page to authorize your Bitly account. For the widget, please find 'Bitly Bitmarks' under the Available Widgets area. Broken Link Checker Checks your blog for broken links and missing images and notifies you on the dashboard if any are found. Dropdown Menu Widget A multi widget to generate drop-down menus from your pages, categories & navigation menus. You can find more widgets, plugins and themes at shailan.com Duplicate Post Clone posts and pages Exclude Pages from Navigation Provides a checkbox on the editing page which you can check to exclude pages from the primary navigation. IMPORTANT NOTE: This will remove the pages from any "consumer" side page listings, which may not be limited to your page navigation listings. Google Analytics Enables Google Analytics on all pages Google Analytics Dashboard Google Analytics graph integration. Google Analytics for WordPress This plugin makes it simple to add Google Analytics to your WordPress blog, adding lots of features, eg. custom variables and automatic clickout and download tracking. Google Analytics Suite Easily gather actionable and decision-enabling data: with the check of a box.
16. 16. WordPress Plug-ins Google XLM Sitemaps This plugin will generate a special XML sitemap which will help search engines like Google, Yahoo, Bing and Ask.com to better index your blog. Limit Login Attempts Limit rate of login attempts, including by way of cookies, for each IP. Maintenance Mode Adds a splash page to your blog that lets visitors know your blog is down for maintenance. Logged in administrators get full access to the blog including the front-end. Navigate toSettings Maintenance Mode to get started. Multi-level Navigation Plugin A WordPress plugin which adds a multi-level CSS based dropdown/flyout/slider menu to your WordPress blog. Visit the WP Multi- level Navigation Plugin page for more information about the plugin, or our navigation support boardfor help with adding the menu to your theme. Promotion Slider This plugin creates a special post type called 'Promotions' that it uses to populate the carousel. Just use the shortcode [promoslider] to display the slider on your site. Be sure to check the user guide for more information on what this plugin can really do! SI CAPTCHA Anti- Spam Adds CAPTCHA anti-spam methods to WordPress forms for comments, registration, lost password, login, or all. This prevents spam from automated bots. WP, WPMU, and BuddyPress compatible Socialize Adds actionable social sharing buttons to your site WordPress Backup to Dropbox Keep your valuable WordPress website, its media and database backed up in Dropbox!
17. 17. WordPress Plug-ins WordPress Database Backup On-demand backup of your WordPress database. Navigate to Tools Backup to get started WordPress Mobile Pack WordPress Mobile Pack 2.0+ has been completely rebuilt from the ground up and repurposed to empower bloggers, publishers and other content creators to go beyond responsiveness and 'appify' the content of their blog. WordPress Popular Posts Showcases your most popular posts to your visitors on your blog's sidebar. Use Wordpress Popular Posts as a widget or place it anywhere on your theme using WP User Avatar Use any image from your WordPress Media Library as a custom user avatar. Add your own Default Avatar. Yoast SEO The first true all-in-one SEO solution for WordPress, including on-page content analysis, XML sitemaps and much more. YouTube YouTube embed plugin with basic features and convenient defaults. Upgrade now to add tracking, instant video SEO tags, and much more!