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A presentation about some of the leading practitioners of content marketing - what are their secrets, their lessons and their hacks.This presentation was delivered at a webinar for BrightTalk in March 2012.
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Welcome, FutureContent MarketingSuperstars
Me VContent MarketingDigital CampaignsStrategic Consulting• Salesforce• NetSuite• Econsultancy• dotMobi• Ciena• Cisco• Marketo• App-DNA• Canonical
Who are theContent MarketingSuperstars?
Content MarketingSuperstars!
Making of theContent MarketingSuperstars
Lessons
StartA Smart MarketerHumbleUsed to “the way of doing things”
The MotivationA pretty boring arrangementShut off from everything interestingTired of making the arrangements
StartA Smart MarketerHumbleUsed to “the way of doing things”
The RealizationHoly s*@t! I can engage with themarket directly
Great content leads to real leads,which lead to real business
Marketing can actually driveour business
The RealizationHoly s*@t! I can engage with themarket directly
Great content leads to real leads,which lead to real business
Marketing can actually driveour business
The Series of Revelations
Revelations
People went this way before
People went this way beforeFlattery, or just recognition ofgreat work?
Gaining implicit buy-in frominfluencers
Seeking out input fromknowledgeable sources
Building back links
Show you know your audience
Map your content to your audience
Show you know your audience…but what kind of an audienceare they?
What do they love? Hate? Fear?Hope for?
Show you know your audience…but what kind of an audienceare they?
What do they love? Hate? Fear?Hope for?
What are their scenarios?
Situational content
Utility beats naked promotion
Utility beats naked promotionSometimes it doesn’t have to beabout youIt’s enough that it’s from you
Help contacts into a positionto buy from you
Get the most from content
Get the most from contentOne content marketing superstarcalls it “Pimping your content”
Repurpose content for differentcontext, different channels,different audiences
Think about on-site & off-site
Online, it’s all connectedIf you can, avoid entanglements
Use a CMS, track on GA,consider freeware
Online, it’s all connectedIf you can, avoid entanglements
Use a CMS, track on GA,consider freeware
Preach what you’re doingacross the org
Get buy-in from IT & dev resources
Tell them what you need
Go rogue
Just made for DIY
Love your vertical
Loving their domains
Nothing’s safer than testingchange
Nothing’s safer than testingchange
How can change be the mostconservative?
Isn’t it safer to stay put?
Nothing’s safer than testingchange
How can change be the mostconservative?
Isn’t it safer to stay put?
What’s the likelihood you’redoing things wrong?
It’ll always make more sense todiscover waste,than to continue with it.
Manage expectations
Not a commonimmediateresponse
Manage expectationsEstablish a baselineFlag honesty
Measure what makes senseto measure
Google Analyticsis the contentmarketer’s best friend
Measure what makes senseto measure
Link metrics to actions orresponses
Don’t be afraid to change course,or abandon
Content doesn’t sell itself
Content doesn’t sell itselfThink distribution and promotion
What channels will your contenttake to market?
Including influencers
SEO-friendly Landing Page
PPC Campaign
Webinar
Guest posts
Blogging on own site
Slideshare
Merchandising on own site
Email newsletter
Mix it up yourself online
Mix it up yourself onlineThe age of the behind-the-scenesoperator is over
Get social skills under your skin
Do your research.
Do your research.If you’re not the data superfreakabout your own business,who will be?
Your data = great content
Move fast and break things
Move fast and break things
Measure
Where is our humblemarketer now?
Content MarketingSuperstars
Where is our humblemarketer now?
Still smart
Still humble
Still used to “the way of doingthings”
Where is our humblemarketer now?
Still smart
Still humble
Still used to “the way of doingthings”
So what’s changed?No longer boredNo longer shut offNot “making the arrangements”
Thanks! Hope you enjoyed it!Would love to hear from anyoneon the journey to contentmarketing superstardom!
Up for a chat?I’m on twitter @rskin11Or email:ryan@velocitypartners.co.uk
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